Workshop, Human Leadership III: ‘Digital communication a catalyst for change…for you and your company?’
With social media as a focal point; has strategic thinking, planning and communication changed? Or is it simply, but not to be underestimated, a fundamental change in human behaviour?
We open up a discussion based on insights on why and how the digital era is an enabler for change for you and your company. Embark on a journey of changing leadership,organisation structures and communication strategies.
7.pdf This presentation captures many uses and the significance of the number...
WorkshopLeadershipDigitalCommunication
1. Human Leadership and its potential Part III of III City Business Library, London, 7 February 2011
Digital communication,
a catalyst for change
Katrin Andersson Limited
...for you and your Company?
Katrin Andersson Anna-Maria Berggren
Founder & Director Katrin Andersson Limited Marketing Strategist a-m unltd consulting
Picture:
www.mashable.com
2. Today’s agenda
1. Introduction
2. Brand Management & Human Leadership
Katrin Andersson Limited
3. The digital era
4. Impact of digital communication
5. Facing the paradigm shift
6. Summary & Closing
1
4. A change consultancy
that makes a difference
: Why do companies work with Katrin Andersson Limited?
They are facing change, and want a catalyst to speed up the process of:
: Expansion and growth of the business
Katrin Andersson Limited
: How to succeed in hard times
: Personal leadership potential
: What do we achieve?
Most common denominators among our customerbase. They have:
: Succeded with successions and promotions
: Become a recognized subject matter expert
: Improved their strategic thinking and increased speed to market with
new product concepts in the UK and abroad
That
requires
courage.
3
5. amunltd
| insight || innovation ||| implementation
anna-maria berggren
‘Concept development
marketing strategist
starting with the
• Private public sector brand promise.’
Katrin Andersson Limited
• Industries
• Finance
• Consulting
• Health fitness Building developing
• Travel brands
• E-Tailing
Service design
Partners management
• Geelmuyden.Kiese/KetchumPleon
Digital
• Berghs School of Communication communication
• Katrin Andersson Limited
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10. Our core values, the value chain
KALtd amunltd
Katrin Andersson Limited
1. Shareholder 2. Customer 1. Employee 2. Customer
3. Employee 3. Shareholder
: The brand promise defines the business objectives
: Employees are the most valuable brand touch point
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11. Human Leadership
: In an ever-changing global economy change has become a necessity – not
an optional strategy for risk takers.
Katrin Andersson Limited
: Change in human behaviour, business objectives and strategies – to
generate growth in good and in bad times.
: The era we live in requires leadership skills that are human.
: Leadership is about human behaviour.
: ‘Human leaders’ clearly define visions, actions and results for themselves,
the business and the individuals interacting in or with the organisation.
Human leadership is an effective way to catalyst change; with the
individual as a starting point create growth and profitability in all
types and sizes of business.
10
13. Teams, Groups : Create vision, set direction and be
and Individuals – prepared to shift and adapt to new and
working together changing circumstances.
1+1=3
: Be brave, recognise and constructively
approach uncertainty. Resourcefully
Katrin Andersson Limited
support each other ready to explore the
unknown, review mistakes and celebrate
success.
: Reach outstanding potential, together
and alone. Embrace, motivate, stimulate
and retain diverse and top talent.
“Create instead of criticise “1+1=3”
discovery instead of complacency.”
12
14. !
Courage is....
: to make a difference
Katrin Andersson Limited
: be curious, “what if”
: engage and explore the unknown “whatever it takes”
“Effective communication and leadership from senior managers
are key to drive sustainable organisation performance”.
Harnessing the power of employee communication. CIPD Report Sept 2010.
13
15. A common purpose and innovation of new
knowledge
In the eye of the perfect storm
Katrin Andersson Limited
It is about believing in
is about leadership and determination, the unknown and making
it happen, daring to
commitment and action.
taking risks without
knowing exactly how it
will turn out in reality.
16. Change
: Digital communication a catalyst for change
Katrin Andersson Limited
: “ The internet has fundamentally changed the pace of
business, compressing time and rewarding speed”
David Meerman Scott, Real-Time Marketing PR.
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17. ”With social media as a focal point;
has strategic thinking, planning and
Katrin Andersson Limited
communication changed? Or is it
simply, but not to be
underestimated, a fundamental
change in human behaviour?”
16
18. Paradigm shifts
: A major shift in a certain thought-pattern
Katrin Andersson Limited
: A dramatic change in methodology or practice
: A transformation of social and industrial processes
“…the introduction of the personal computer and
the internet have impacted both personal and
business environments, and is a catalyst for a
Paradigm Shift.”
17
21. Exercise: What is social media for you –
and your company?
Dating Ego trip
( Internet
Katrin Andersson Limited
Infrastructure Sales
tool
A process
Advertising space
Web 2.0 Networking
PR A hype!
A hobby
Mee'ng
point
Interactive digital communication on web-enabled platforms. 20
29. The social ladder
3 Innovative conversationalist
Katrin Andersson Limited
2 Active participant
1 Visible audience
Source:
www.forrester.com
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30. 3 phases of interaction
3. Innovative conversationalist
• Creates dialogue
Katrin Andersson Limited
• Engages supporters to become active/do things
• Builds new conversations and “applications”
2. Active participant
• Starts to follow others
• Responds to comments
• Is seen and heard
1. Visible audience
• Registers
• Listens
• Responds
29
31. Generation ‘why’
: From:
: I think, therefore I am.
Katrin Andersson Limited
: To:*
: I’m seen, therefore I am.
: I’m heard, therefore I am.
: I cause, therefore I am.
*)Source: Anders Sjöman, Berghs School of Communication, 2009
30
33. Bought and earned media
WE are a great
ADVERTISING company!!
Katrin Andersson Limited
THEY are a
PR great company!!
They ARE a
GREAT
SOCIAL company!!
MEDIA
32
Inspired by: John Moore, Brand Autopsy
34. Who do we trust ?
59%
Katrin Andersson Limited
Source: Jon Leach, Pattern Recognition via Leo Rayman and Digitas
19%
12%
7%
2%
Family Friends Media Authorities Advertising
33 Source: Jon Leach, Pattern Recognition via Leo Rayman and Digitas
35. Digital currencies
: Money
: Collecting
Katrin Andersson Limited
: Knowledge
: Good causes
: Entertainment
: Tips advice
: Identity fame
: Values
: Personal development
: Be associated with
Source: Scott Stratten. Unmarketing: Stop Marketing. Start Engaging.
34
36. The 5th P
: Price Exchange
: Place Emotion
Katrin Andersson Limited
: Product Experience People
: Promotion Engagement
Inspired by: CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh
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38. Corporations’ readiness
Structure Culture
CEO
COO
CFO
Katrin Andersson Limited
Legal
Public
Affairs
Customer
RD
HR
Manufacturing
Sales
Marke'ng
IT
Services
37
39. Traditional decision making
Does not happen in real-time
CEO
Publicity
COO
CFO
Katrin Andersson Limited
PR
agency
Legal
Public
Affairs
Customer
RD
HR
Manufacturing
Sales
Marke'ng
IT
Services
!
!
.
Inspired
by:
David
Meerman
Sco;,
Real-‐Time
MarkeCng
PR 38
41. Demographic apartheid:
Katrin Andersson Limited
What does it look like in
your company?
Internally / Externally
40
42. Why and how the digital era is an
enabler for change
: The focus has changed from inside out to outside in
Katrin Andersson Limited
: There is the possibility and opportunity for real time
conversations between people;
: Between society and institutions,
: Between individuals and companies/brand,
: Between decision makers and influencers
41
43. Thought leadership
Katrin Andersson Limited
External
Inside-‐Out
Outside-‐in
Internal
Inspired by www.startwiththewhy.com
42
44. Leadership
From 'telling and controlling’ to 'listen and interacting'
Katrin Andersson Limited
From power and control to power and influence,
to influence and power.
Reactive Proactive Interactive
43
46. Change
: From reactive/problemfocused to proactive/
solutionfocused to interactive/online
Katrin Andersson Limited
: Embark on a journey changing:
: Leadership
: Organisation structures
: Communication strategies
45
47. Facing the paradigm shift
: From control to influence
: From few to many
Katrin Andersson Limited
: From claim, to evidence, to trust
: From your time to real-time
: From power and influence, to influence and power
: From reactive, to proactive, to interactive
“Social media are tools. Real-time is a mindset.”
David Meerman Scott, Real-Time Marketing PR.
46
48. Exercise
: What does this mean to you and
Katrin Andersson Limited
your company?
: What will you change, if anything?
: If yes, how will you do it?
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49. 7. SUMMARY CLOSING
48
Katrin Andersson Limited
50. Summary
Katrin Andersson Limited
: Walk your talk Brand promise and leadership
: Be prepared Have a plan, a strategy and tactic
: Value change Be human in real-time
49
51. Katrin Andersson Limited amunltd
41 Richmond Avenue a-m unltd consulting
Scheelegatan 11
London N1 0NB 112 28 stockholm
Tel +44 207 609 9665 sweden
katrin@katrinandersson.com M +46 (0) 733–24 60 72
www.katrinandersson.com a-m@amunltd.com
Katrin Andersson Limited
www.amunltd.com
Thank you. Would you like to hear more, tune in on Twitter:
@KALtd
@amunltd