identifying & integrating digital skill sets into media organizations

Dan  McCarthy  Partner,  The  McCarthy  Group  Partner,  DeSilva+Phillips  

Digital  Skill  Sets:  Iden?fy  &  Integrate  

Session description

Traditional media companies are working hard to ramp up their digital-media skillsets by acquiring non-traditional companies focusing on social media, marketing services, Web development and the like. But integrating non-traditional, entrepreneurial companies into large established corporate cultures is a tricky business. Sit in for a look at how some of these transitions have gone, and learn what to do – and what not to do.

Structure of this session •  45 minutes •  Discussions are better than lectures •  We’ll review 4 key questions •  We’ll use that dialogue as a springboard for

whatever discussion you desire

The four questions •  What are the new requirements that are being

put on my business that I need to have digital know-how to solve?

•  What is the best way to introduce the skills into my organization to satisfy those requirements?

•  How do I know whether I have the right mix of skills or not?

•  Do I have the right leadership skills to transform the organization?

QUESTION 1

What are the new requirements that are being put on my business that I need to have digital know-how to solve?

Memes •  Old vs. new paradigms –  More of the same vs. more from the same –  Information vs. data

•  Technology-enabled lives

Bridging the Generation Gap

QUESTION 2

What is the best way to introduce the skills into my organization to satisfy those requirements?

Alternatives •  Hire individuals with new skills to do new things •  Train individuals to do old things in new ways •  Start new business groups to do new things •  Acquire businesses to do new things

Skills & Capabilities

Examples of skills & capabilities

Skills •  Web design •  Product management •  Video content •  Data analytics •  Customer service •  Product fulfillment •  Lead generation

Capabilities •  Social media marketing •  CMS •  Digital marketing

campaigns •  Lead nurturing

QUESTION 3

How do I know whether I have the right mix of skills or not?

A Skills Assessment Matrix •  Define the market demands

–  What are the habits of the audience? •  What knowledge do they want access to? •  What information do they value? •  What options do they want for access?

–  What about the audience do the marketers value? •  What is the value of a new customer? •  What is the average cost to acquire

customers? •  What are the primary marketing channels? •  What role does content play in the

marketing program?

•  Identify the points of value you can deliver to the market

•  Compare your organizations ability to deliver on the points of value against the market demands

QUESTION 4

Do I have the right leadership tools to transform the organization?

The leadership challenge •  Mission –  Define, express, assert

•  Culture –  Recognize, value, reinforce

•  Knowledge –  Prioritize, respect, demonstrate

THANK YOU

Dan McCarthy dan@themccarthygroup.com www.themediatransformation.com