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Content strategy, communications strategy and digital excellence
22 May 2012•0 j'aime•5,181 vues
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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.
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Content strategy, communications strategy and digital excellence
- Content Strategy, Communications Strategy and Digital Excellence Diana Railton Confab 2012
- CreativeComms
- Wikimedia Commons Matthew Hoelscher
- CreativeComms
- Credit Darrell Gulin copyright 2007
- © Bobby Haas
- Key points DIGITAL EXCELLENCE TEAM WORK COMMUNICATION MANAGEMENT
- Key points COMMUNICATIONS STRATEGY + CONTENT STRATEGY
- Key points CONTENT STRATEGY
- THE COMMUNICATIONS PROFESSION
- Photo: billjacobus
- Photo: timpeartrice
- 68,000 members
- „The Never-Ending Turf War between PR and Marketing‟
- Call for integrated communications ‘If we persist in this argument, we will never be able to set in place a sound communications strategy’
- Call for integrated communications ‘United we stand, divided we fall’
- INTEGRATED COMMUNICATION MANAGEMENT Unified content strategy
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- IABC Australia & Ogilvy PR, 2011 www.ogilvypr.com.au/category/peripheral-vision-study
- PRSA definition, 1982 Public relations helps an organization and its publics adapt mutually to each other
- / http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12
- PRSA definition, 2012 A strategic communication process that builds mutually beneficial relationships between organizations and their publics
- Corporate communications A system which enables organizations to strategically orchestrate and manage all types of communication Adapted from Wikipedia
- en.wikipedia.org
- 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 ++++
- DIGITAL COMMUNICATIONS
- Communications channel matrix Face to face Phone Paper Broadcast Electronic Web
- 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
- DIGITAL COMMUNICATIONS MANAGER
- WHO OWNS WHAT CHANNELS?
- www.wired.com
- „... 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
- „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
- COMMUNICATIONS DIRECTOR
- Wikimedia Commons
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- www.blcs2012.com
- 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
- Business Leaders in Communications Study 2012 VMA Group
- 1 in 10 failed to see the relevance of social media Wikimedia Commons
- Number of professionals who judge social media important 2011: 40.5% European Communication Monitor 2011
- „Six out of 10 “do not believe” in social media‟ but controlled online activities are relevant to most European Communication Monitor 2011
- Wikipedia Commons
- NEW DIGITAL MODEL OF COMMUNICATION MANAGEMENT
- http://community-roundtable.com/2009/06/the-community-maturity-model/
- Wikimedia Commons PD-USGOV-NASA
- Wikimedia Commons
- Social intranets www.ibforum.com
- www.digital-workplace-trends.com
- www.digital-workplace-trends.com
- Strategic decision-making, leadership, coordination The digital board Internal and external communication channels www.digitalworkplacetrends.com
- The digital centre of excellence
- Marketing and communications teams Digital / content teams in other departments
- Five ways companies organise for social media Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
- Centre of excellence Five ways companies organise for social media Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
- 20% 42% 35% Digital Marketing, Organisational Structures and Resourcing Econsultancy, 2011 http://econsultancy.com/uk/reports
- 20% 42% 35% Centre of excellence Digital Marketing, Organisational Structures and Resourcing Econsultancy, 2011 http://econsultancy.com/uk/reports
- Digital Marketing Organisational Structures and Resourcing, Econsultancy 2011 http://econsultancy.com/uk/reports
- Digital Marketing Organisational Structures and Resourcing, Econsultancy 2011 http://econsultancy.com/uk/reports
- Digital Marketing Organisational Structures and Resourcing, Econsultancy, 2011 http://econsultancy.com/uk/reports
- A central team of content strategists
- Wikimedia Commons
- THE STRATEGY DEPARTMENT? Alan Sugar
- Business strategy Communications strategy Content strategy ??
- PROVE THE VALUE OF CONTENT STRATEGY
- The mind-set of senior managers
- Strategic management Carrying out the strategic plan Measurable results NUMBERS http://farm6.static.flickr.com
- 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
- CONTENT STRATEGY RESULTS + ACTIVITY
- „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
- Strategy essentials Simple to explain and carry out
- What do strategies look like? PASTA
- What do strategies look like? PASTA Purpose / Vision / Mission Where you want to get to
- Dream the dream inspire communicate demonstrate
- 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.
- 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.
- Which organization? To organize the world’s information and make it universally accessible and useful.
- Which organisation? To organize the world’s information and make it universally accessible and useful.
- 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.
- 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
- What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives What you want to achieve
- Be specific To ensure our digital communication channels address the primary concerns of our key audiences
- Goals Start with what you want to measure Critical success factors / key performance indicators
- Be specific To ensure our digital communication channels address the primary concerns of our key audiences
- What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy How you will meet your goals
- http://printmediacentr.com
- 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
- What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy Tactics Your detailed action plan
- 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.’
- STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
- What do strategies look like? PASTA Purpose / Vision / Mission Aims / Goals / Objectives Strategy Tactics Activities Day to day, schedule
- 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?
- 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
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- www.communicationmonitor.eu
- What does a communications strategy look like?
- What should a communications strategy include? Principles
- Where does content strategy start? Principles
- What does a communications strategy look like? Build in other strategies Provide brief / template
- INTEGRATED STRATEGIES http://masdenglish.tripod.com
- INTEGRATED COMMUNICATION MANAGEMENT
- © DRCC 2012
- 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
- Photo: amanderson2
- Photo: dmitri_66
- Wikimedia commons
- THANK YOU diana.railton@drcc.co.uk www.twitter.com/dianarailton www.drcc.co.uk © DRCC 2012 All rights reserved
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