Digital is everybody’s business

@timolloyd

Church of fail

● over-thinking corporate channels

● not enough time experimenting with campaign content

● outsourcing digital

Starting again

RachelM @GirlCalledMalic

@timolloyd Q for Thurs. What would you do if

you cd start again from scratch...any tips for a

brand new organisation? #CIPRsm

The special ingredient?‘Add lightness’

Digital is an ingredient

● services built around digital(the ‘delay repay’ problem)

● digital practitioners, not experts

● a culture where we stop doing digital that doesn’t sell things or help people

● evaluate based on our objectives, not channels

The good

The bad

The ugly

8 behaviours for a changing comms team

1. De-geekify

2. Identify the hidden skills

3. Practice and preach

4. Talk about what works, and what doesn't

...

5. Prioritise, prioritise, prioritise6. Be confident about where digital

can contribute7. Evaluate as one comms team, not justas a digital team8. Establish baseline skills for everyone

Making the case

● we need to know what the customer wants

● the corporate web presence is dead

● there is a world of feedback and insight, beyond Today program and newspapers

● digital can make work more easy

Disruption

● Civil Service Reform/changing attitudes

● you can talk to senior people faster than I can

● causes mobilised at speed

● easier and sometimes cheaper

How?

Listening online

Putting data behind content and influence

Talking to our audiences

Digital by stealth

Digital leadership

● write digital into job specs and interviews

● set up a senior digital advocate program

● get sign off on Alpha/Beta

● fail (and blog about it)

● only employ practitioners

Tips

● you need useful reasons to adopt digital (carrots) and formal support (sticks)

● we need to keep giving people permission

● be prepared to fail● digital is an ingredient, not the product

Thanks

@timolloyd

tim@helpfultechnology.com

www.timolloyd.com