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Content strategy, communications strategy and digital excellence

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While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.

So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.

While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.

So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.

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Content strategy, communications strategy and digital excellence

  1. 1. Content Strategy, Communications Strategy and Digital Excellence Diana Railton Confab 2012
  2. 2. CreativeComms
  3. 3. Wikimedia Commons Matthew Hoelscher
  4. 4. CreativeComms
  5. 5. Credit Darrell Gulin copyright 2007
  6. 6. © Bobby Haas
  7. 7. Key points DIGITAL EXCELLENCE TEAM WORK COMMUNICATION MANAGEMENT
  8. 8. Key points COMMUNICATIONS STRATEGY + CONTENT STRATEGY
  9. 9. Key points CONTENT STRATEGY
  10. 10. THE COMMUNICATIONS PROFESSION
  11. 11. Photo: billjacobus
  12. 12. Photo: timpeartrice
  13. 13. 68,000 members
  14. 14. „The Never-Ending Turf War between PR and Marketing‟
  15. 15. Call for integrated communications ‘If we persist in this argument, we will never be able to set in place a sound communications strategy’
  16. 16. Call for integrated communications ‘United we stand, divided we fall’
  17. 17. INTEGRATED COMMUNICATION MANAGEMENT Unified content strategy
  18. 18. www.communicationmonitor.eu
  19. 19. www.communicationmonitor.eu
  20. 20. www.communicationmonitor.eu
  21. 21. IABC Australia & Ogilvy PR, 2011 www.ogilvypr.com.au/category/peripheral-vision-study
  22. 22. PRSA definition, 1982 Public relations helps an organization and its publics adapt mutually to each other
  23. 23. / http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12
  24. 24. PRSA definition, 2012 A strategic communication process that builds mutually beneficial relationships between organizations and their publics
  25. 25. Corporate communications A system which enables organizations to strategically orchestrate and manage all types of communication Adapted from Wikipedia
  26. 26. en.wikipedia.org
  27. 27. Corporate communication functions Marketing communications? Brand management Advertising Reputation management Media relations Investor relations Government relations Public affairs Internal communications Channel management Events and publications Corporate social responsibility Change management communications Crisis communications Digital communications ++++
  28. 28. DIGITAL COMMUNICATIONS
  29. 29. Communications channel matrix Face to face Phone Paper Broadcast Electronic Web
  30. 30. Digital = web enabled / electronic Face to face Phone Paper Broadcast Electronic Web Meet Landline Letters TV Email Websites Radio Intranets Visual aids Mobile Print Billboards E-readers Social media Video Audio Tablets
  31. 31. DIGITAL COMMUNICATIONS MANAGER
  32. 32. WHO OWNS WHAT CHANNELS?
  33. 33. www.wired.com
  34. 34. „... the opportunities and complexities of content are forcing divisions together in efforts to avoid duplication, neglect, and conflict.‟ Julia Hood, PR Week US, April 2012
  35. 35. „So much of the digital land-grab has focused on execution. In the case of content, communications has an opportunity, virtually a mandate, to be its true strategic leader.‟ Julia Hood, PR Week US, April 2012
  36. 36. COMMUNICATIONS DIRECTOR
  37. 37. Wikimedia Commons
  38. 38. www.communicationmonitor.eu
  39. 39. www.communicationmonitor.eu
  40. 40. www.communicationmonitor.eu
  41. 41. www.blcs2012.com
  42. 42. Business Leaders in Communications Study 2012 ‘The most comprehensive overview of the function, structure and role of corporate communications today and in the future’ 95 comms directors, FTSE companies www.blcs2012.com
  43. 43. Business Leaders in Communications Study 2012 VMA Group
  44. 44. 1 in 10 failed to see the relevance of social media Wikimedia Commons
  45. 45. Number of professionals who judge social media important 2011: 40.5% European Communication Monitor 2011
  46. 46. „Six out of 10 “do not believe” in social media‟ but controlled online activities are relevant to most European Communication Monitor 2011
  47. 47. Wikipedia Commons
  48. 48. NEW DIGITAL MODEL OF COMMUNICATION MANAGEMENT
  49. 49. http://community-roundtable.com/2009/06/the-community-maturity-model/
  50. 50. Wikimedia Commons PD-USGOV-NASA
  51. 51. Wikimedia Commons
  52. 52. Social intranets www.ibforum.com
  53. 53. www.digital-workplace-trends.com
  54. 54. www.digital-workplace-trends.com
  55. 55. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels www.digitalworkplacetrends.com
  56. 56. The digital centre of excellence
  57. 57. Marketing and communications teams Digital / content teams in other departments
  58. 58. Five ways companies organise for social media Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  59. 59. Centre of excellence Five ways companies organise for social media Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  60. 60. 20% 42% 35% Digital Marketing, Organisational Structures and Resourcing Econsultancy, 2011 http://econsultancy.com/uk/reports
  61. 61. 20% 42% 35% Centre of excellence Digital Marketing, Organisational Structures and Resourcing Econsultancy, 2011 http://econsultancy.com/uk/reports
  62. 62. Digital Marketing Organisational Structures and Resourcing, Econsultancy 2011 http://econsultancy.com/uk/reports
  63. 63. Digital Marketing Organisational Structures and Resourcing, Econsultancy 2011 http://econsultancy.com/uk/reports
  64. 64. Digital Marketing Organisational Structures and Resourcing, Econsultancy, 2011 http://econsultancy.com/uk/reports
  65. 65. A central team of content strategists
  66. 66. Wikimedia Commons
  67. 67. THE STRATEGY DEPARTMENT? Alan Sugar
  68. 68. Business strategy Communications strategy Content strategy ??
  69. 69. PROVE THE VALUE OF CONTENT STRATEGY
  70. 70. The mind-set of senior managers
  71. 71. Strategic management Carrying out the strategic plan Measurable results NUMBERS http://farm6.static.flickr.com
  72. 72. Communications strategy ‘The only purpose for communications strategy is to achieve measurable results that help the organization reach its vision / mission’ Les Potter Focus on results, not activity
  73. 73. CONTENT STRATEGY RESULTS + ACTIVITY
  74. 74. „People who claim to be content strategists couldn‟t strategize themselves out of a box‟ From responses to Content Strategy Recruitment Trends survey, 2012 Firehead www.firehead.net/the-problem-with-hiring-a-content-strategist-is
  75. 75. Strategy essentials Simple to explain and carry out
  76. 76. What do strategies look like? PASTA
  77. 77. What do strategies look like? PASTA Purpose / Vision / Mission Where you want to get to
  78. 78. Dream the dream inspire communicate demonstrate
  79. 79. Which organization? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
  80. 80. Which organization? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
  81. 81. Which organization? To organize the world’s information and make it universally accessible and useful.
  82. 82. Which organisation? To organize the world’s information and make it universally accessible and useful.
  83. 83. Which organization? To develop content that commits to making the world a better place, adds value and significance to people’s lives, and provokes conversations through story telling.
  84. 84. Which organization? To develop content that commits to making the world a better place, adds value and significance to people’s lives, and provokes conversations through story telling. Adapted
  85. 85. What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives What you want to achieve
  86. 86. Be specific To ensure our digital communication channels address the primary concerns of our key audiences
  87. 87. Goals Start with what you want to measure Critical success factors / key performance indicators
  88. 88. Be specific To ensure our digital communication channels address the primary concerns of our key audiences
  89. 89. What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy How you will meet your goals
  90. 90. http://printmediacentr.com
  91. 91. Response ‘It would be an inspiring goal if there was a serious strategy. ‘But there isn’t. Even with the best will in the world, it is not going to happen.’ Guardian newspaper
  92. 92. What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy Tactics Your detailed action plan
  93. 93. Strategy v tactics ‘I do not believe that there is value in spending Stephen Berry time debating the nuances of the differences Strategies of the between strategies and tactics. Serengeti ‘One person’s strategy could be another person’s tactic depending on their level and role within a business.’
  94. 94. STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
  95. 95. What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy Tactics Activities Day to day, schedule
  96. 96. Template for a basic strategy Purpose / vision. What’s it for? Aims / goals. What do you want to achieve? Strategy. How will you do this? Tactics. What is your action plan? Activities. Day to day. Who, when, where?
  97. 97. Template for a basic strategy Purpose / vision. What’s it for? Aims / goals. What do you want to achieve? Strategy. How will you do this? Tactics. What is your action plan? Activities. Day to day. Who, when, where? Budget Measurement ROI
  98. 98. www.communicationmonitor.eu
  99. 99. www.communicationmonitor.eu
  100. 100. www.communicationmonitor.eu
  101. 101. What does a communications strategy look like?
  102. 102. What should a communications strategy include? Principles
  103. 103. Where does content strategy start? Principles
  104. 104. What does a communications strategy look like? Build in other strategies Provide brief / template
  105. 105. INTEGRATED STRATEGIES http://masdenglish.tripod.com
  106. 106. INTEGRATED COMMUNICATION MANAGEMENT
  107. 107. © DRCC 2012
  108. 108. A central team of content strategists Taxonomy/ Coordinate between Advise on content creation, metadata teams delivery and governance Audit Recommend best Monitor channels channels for tasks Standards Brand Keep track of what‟s Messaging tone of showing Refine strategies voice Globalisation, and action plans Adaptive localisation User-generated content content Share advanced techniques MEASURABLE RESULTS DIGITAL EXCELLENCE
  109. 109. Photo: amanderson2
  110. 110. Photo: dmitri_66
  111. 111. Wikimedia commons
  112. 112. THANK YOU diana.railton@drcc.co.uk www.twitter.com/dianarailton www.drcc.co.uk © DRCC 2012 All rights reserved

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