identifying & integrating digital skill sets into media organizations
DESCRIPTION
Presentation given at MediaNext Conference in NY 1/8/13 discussing the integration of digital skills into media organizationsTRANSCRIPT
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 [email protected] www.themediatransformation.com