Creating &Managing a Digital WorkforceMarc JohnsonDirector, digital strategy

Understanding the expectations that come with a new reality

Understanding the expectations Digital ubiquity has made your job and your colleagues’ jobs much harder

External Stakeholders

expect speed and high touch

from brands

Internal Stakeholders expect accuracy and safe speech from brands

This creates tension in the

workforce

HOW DO WE MANAGE THIS?

What resources do we have at our disposal?

Communications Teams (Corporate & Brand)

Senior ManagementSpokespeople

Agency Relationships EMPLOYEES

With all these tools, why is communications in a digital world so difficult?

When a communications strategy does not originate in-house, authenticity,

accuracy and responsibility are extremely hard to manage

Building strong digital communicationsteams

THINGS TO CONSIDERwhen building an internal digital communications team

Identify the skills that drive digital strategy

1

Don’t be fooled. Communicationstrumps technology

• DON’T LOOK FOR PEOPLE WHO LEAD WITH EXPERIENCE IN THE TECHNOLOGY

• DON’T AUTOMATICALLY THINK THAT YOUNGER EMPLOYEES AND CANDIDATES ARE AUTOMATICALLY PRE-QUALIFIED TO DRIVE YOUR DIGITAL STRATEGY AND EXECUTION

• DO LOOK FOR PEOPLE WHO UNDERSTAND STAKEHOLDER NUANCES

• DO COVET GREAT WRITERS AND STORYTELLERS

• DO INVEST IN PEOPLE WHO CAN TELL STORIES IN CREATIVE FORMATS (DESIGN AND VIDEO)

Other soft skills to look for

• PEOPLE WHO ARE INSTINCTUAL

• PEOPLE WHO AREN’T MOTIVATED BY FEAR

• PEOPLE WHO “OWN” AND SELF-START

• PEOPLE WHO ARE METRIC FOCUSED

Harnessing the skills of a new digital communication team

• THE HARDEST THING YOU WILL HAVE TO DO IS TRUST THIS GROUP WITH YOUR BRAND

• THEY MUST HAVE THE AUTHORITY TO MAKE DECISIONS ABOUT BRAND VOICE AND MESSAGING AT A MOMENT'S NOTICE

• YOU WILL NEED A STRONG LEADER TO GAIN THE CONFIDENCE OF SENIOR MANAGEMENT

RecruitinG a leader who exudes trust

• THE LEADER MUST BE ABLE TO INTEGRATE DIGITAL INTO THE OVERALL STAKEHOLDER COMMUNICATIONS STRATEGY

• THE LEADER MUST BE PRESENTED AS A PEER OF SENIOR MANAGERS

• THE LEADER MUST BE A GREAT INTERNAL COMMUNICATOR

• THE LEADER MUST BE ABLE TO MEASURE THE EFFECTIVENESS OF DIGITAL COMMUNICATIONS OUTPUT

Building a newsroom in your organization

2

Why A NEWSROOM?

NEWSROOMS MATCH THE CADENCE OF MESSAGING NEEDED TO DRIVE BRAND REPUTATION IN A DIGITAL WORLD

People Reached

Peop

le R

each

edMEDIA HITS, TRADITIONAL ADVERTISING, MAJOR ANNOUNCEMENTS

DAILY CADENCE OF DIGITAL MESSAGES UNDERSCORING AND EXTENDING NEWS AND ADVERTISING EVENTS

Cadence is king

• YOU NEED A LOT OF CONTENT TO MATCH THE CONVERSATION SPEED OF THE WEB. • EVERY 5-10 MINUTES THE NEWS CYCLE TURNS. BE PREPARED!• DON’T START FROM SCRATCH. DIGITIZE YOUR INSTITUTIONAL KNOWLEDGE.• INTEGRATE KEY EMPLOYEES AS CENTERS OF THOUGHT LEADERSHIP AND DIGITAL SPOKESPEOPLE

MASTERINGFORMATS

ROLE: EDITOR

MATCH THOUGHT LEADERSHIP WITHIN ORGANIZATION WITH OPPORTUNITIES TO PUBLISH ON OWNED AND EARNED CHANNELS

ROLE: COMMUNITY MANAGER

USE EXTERNAL DIGITAL CHANNELS AND PROFILES TO CONNECT THE NEWS STORIES TO ACTIVE STAKEHOLDER COMMUNITIES ONLINE

ROLE: VIDEOGRAPHER

CREATE VISUAL ASSETS THAT BRING EMOTION AND DEPTH TO BRAND NARRATIVES

ROLE: DESIGNER

SIMPLIFY DATA THAT SUPPORTS THE BRAND NARRATIVE AND PRESENT IT IN CREATIVE, DYNAMIC WAYS

LONGFORM

WRITTEN

SHORTFORM

WRITTENVIDEO

DATAVISUALIZATION

MasteringChannels

FIRST PERSON BRAND VOICE

SECONDARY BRANDENGAGEMENTAND SUPPORT

PRIMARY BRAND ENGAGEMENT

Using digital analytics to shape communications strategy

3

The role of analyticsin digital communications

• IT IS IMPORTANT THAT YOU USE ANALYTICS AND METRICS TO KEEP TRACK OF WHERE CONVERSATIONS REGARDING YOUR BUSINESS ARE HEADED.

• WITH MILLIONS OF ACTIVE VOICES CHURNING 24/7, HOW DO YOU ANTICIPATE THE NEEDS OF YOUR DIGITAL STAKEHOLDERS?

Analytics asBusiness Intelligence

UNDERSTANDING HOW BUSINESS INTERSECTS WITH COMMUNICATIONS WILL BRING SENIOR BUSINESS MANAGERS INTO THE FOLD.

TOP CLUSTERS

CSR AWARDS AND LISTS13%

SOCIAL IMPACT FEATURES13%

ACCESS TO MEDICINE9.6%

SUSTAINABLE DEVELOPMENT GOALS7.9%

CSR AWARDS IN THE MIDDLE EAST6.1%

PNEUMO VACCINE ACCESS5.4%

ACCESS TO THERAPEUTIC SOLUTIONS3.4%

GLOBAL DRUG DELIVERY (ACCESS)6%

GAPS IN CARE IN DEVELOPINGCOUNTRIES

12%

VACCINE PARTNERSHIP WITH GATES FOUNDATION

4.8%

PFIZER AND GSK ARE HEADLINERS IN PNEUMO VACCINE ACCESS

NOVARTIS DOMINATES THE ACCESS TO MEDICINES COVERAGE

GSK OCCUPIES “THE BRIDGE” THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT

J&J, SANOFI, PFIZER, & GSK THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT

Analytics driving audience strategy

UNDERSTANDING THE AUDIENCES WHO ARE CURRENTLY ENGAGING WILL GIVE YOU MORE PRECISE DIAGNOSES OF PROBLEMS.

84.10% TWEETING USERS

15.90% LURKERS

Metrics for communications optimization

MONITORING ONGOING CONVERSATIONS, MENTIONS OF YOU BRAND, AND HOW YOU ARE PENETRATING CONVERSATIONS OF INTEREST WILL HELP YOU ANTICIPATE FUTURE COMMUNICATIONS NEEDS.

Findingthe right analyst

• YOUR ANALYST SHOULD BE A STORYTELLER

• YOUR ANALYST SHOULD USE DATA TO CREATE CONTEXT

• YOUR ANALYST SHOULD NOT BE WED TO TOOLS OVER DATA

• YOUR ANALYST SHOULD BE ABLE TO PRODUCE REPORTS FOR INTERNAL AND EXTERNAL CLIENTS

Building better relationships with stakeholders active in social

4

Finding active digital stakeholders

• ANALYSTS SHOULD MONITOR INFLUENCERS RELATED TO YOUR CORE BUSINESS AND ADJACENT ISSUES

• ANALYSTS SHOULD MONITOR HOW YOUR COMPETITORS ENGAGE WITH INFLUENCERS

• FIND CENTERS OF EXCELLENCE (CONFERENCES, INDUSTRY EVENTS, ETC.)

• BE A CONVENER - BRING INFLUENCERS TOGETHER FOR A CAUSE, ISSUE, OR INDUSTRY EVENT GREATER THAN YOURSELF

• ACCESS IS KEY - INFLUENCERS WANT ACCESS TO YOUR DECISION MAKERS - THEY WANT TO UNDERSTAND THEM MORE

• ALIGN YOURSELF WITH INFLUENCERS AT MAJOR INDUSTRY EVENTS AS MUCH AS YOU CAN

Brand as convener

Communications Teamin a Digital Workforce

DIGITALCOMMUNICATIONS

LEADER

VIDEOGRAPHER DESIGNER ANALYSTCOMMUNITYMANAGER

EDITOR

SUMMARY

• DIGITAL HAS CHANGED THE PACE AND CADENCE OF COMMUNICATIONS

• THERE IS A SPECIFIC SKILL SET WE SHOULD PURSUE WHEN BUILDING DIGITAL COMMUNICATIONS TEAMS

• IN A DIGITAL WORLD, YOUR COMMUNICATIONS TEAM SHOULD FUNCTION LIKE A NEWSROOM

• ANALYTICS CONNECT ALL PARTS OF THE BUSINESS TO COMMUNICATIONS - FIND A GREAT ANALYST

QUESTIONS?