content strategy, communications strategy and digital excellence
TRANSCRIPT
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 EXCELLENCETEAM WORKCOMMUNICATION 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 AdvertisingReputation management Media relationsInvestor relationsGovernment relationsPublic affairsInternal communications Channel managementEvents and publicationsCorporate social responsibilityChange management communicationsCrisis communicationsDigital communications ++++
DIGITAL COMMUNICATIONS
Face to face Phone Paper Broadcast Electronic Web
Communications channel matrix
Face to face Phone Paper Broadcast Electronic Web
Meet
Visual aids
Landline
Mobile
Letters
TVRadio
Billboards
VideoAudio
E-readers
WebsitesIntranets
Social media
Tablets
Digital = web enabled / electronic
DIGITAL COMMUNICATIONSMANAGER
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 strategicleader.’
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 2012VMA Group
Wikimedia Commons
1 in 10 failed to see the relevance of social media
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 OFCOMMUNICATION 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
The digital board
Internal and external communication channels
www.digitalworkplacetrends.com
Strategic decision-making, leadership, coordination
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
Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011
20% 42% 35%
http://econsultancy.com/uk/reports
Centre of excellence
Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011
20% 42% 35%
http://econsultancy.com/uk/reports
Digital MarketingOrganisational Structures and Resourcing,Econsultancy2011
http://econsultancy.com/uk/reports
Digital MarketingOrganisational Structures and Resourcing,Econsultancy 2011
http://econsultancy.com/uk/reports
Digital MarketingOrganisational 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 OFCONTENT 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 STRATEGYRESULTS + 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
To ensure our digital communication channels address the primary concerns of our key audiences
Be specific
Goals
Start with what you want to measure
Critical success factors / key performance indicators
To ensure our digital communication channels address the primary concerns of our key audiences
Be specific
What do strategies look like?
PASTA
Purpose / Vision / Mission Aims / Goals / ObjectivesStrategy
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 StrategyTactics
Your detailed action plan
Strategy v tactics
‘I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.
‘One person’s strategy could be another person’s tactic depending on their level and role within a business.’
Stephen Berry
Strategies of the Serengeti
STRATEGYROBUST, LONGER TERM
TACTICSCHANGE RAPIDLY
What do strategies look like?
PASTA
Purpose / Vision / Mission Aims / Goals / Objectives StrategyTacticsActivitiesDay 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?
BudgetMeasurementROI
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
INTEGRATEDSTRATEGIES
http://masdenglish.tripod.com
INTEGRATED COMMUNICATION MANAGEMENT
© DRCC 2012
A central team of content strategists
Advise on content creation, delivery and governance
Coordinate between teams
Monitor channels
Keep track of what’s showing
User-generated content
Standards Brandtone of voice
Messaging
Audit
Refine strategies and action plans
Recommend best channels for tasks
Share advanced techniques
Adaptive content
Taxonomy/metadata
Globalisation, localisation
MEASURABLE RESULTS
DIGITAL EXCELLENCE
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Photo: dmitri_66
Wikimedia commons
