Ryan williams hot topic (m8) session on monday, 7 june at 1115 a.m. to 1230 pm
1. The future of the profession – change is on the horizon Ryan Williams, MAL President, TWI Surveys Inc. Monday June 7, 2010 Time: 11:15 am – 12:30 p.m. Track: Communication leadership (M8)
6. The Plan Expectations of communications Keon and Mya Understanding who we are? What do we aspire to be? Response to fragmentation - Planning Benefits and limitations Need for measurement The fundamentals and the future Your organization changes what you can do What skills will we need?
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8. Life can only be understood backwards, but must be lived forward. Soren Kierkegaard
21. What do we aspire to be? Visionary Strategic Detailed Relational
22. The World Today 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users Ruder Finn YouTube – 2 billion views a day viralblog.com Videos about news and politics get the highest average number of comments (561), followed by sports (490) and entertainment clips (436) Sysomos Twitter now has 105,779,710 registered users 600 tweets per second 82% of users have less than 100 followers 81% of users are following less than 100 people HubSpot Jan 2010
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24. Where do we want to go? “Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to.” said the Cat. “I don’t much care where.” said Alice. “Then it doesn’t matter which way you go.” said the Cat. “So long as I get somewhere.” Alice added as an explanation. “Oh, you’re sure to do that.” said the Cat, “if you only walk long enough.” Lewis Carroll, Alice in Wonderland
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28. Case studyBranding AIDS Vancouver Audiences Primary audience: Front-line employees and volunteers (200+ people) Secondary audience: Administrative and executive team (9 people)
29. Case studyBranding AIDS Vancouver Goal: To rebrand AIDS Vancouver in a way that represents and emotionally engages its people Objective 1 80% of employees better educated about the importance of branding Create infrastructure that allows them to use the AIDS Vancouver brand Measurement: Brand standards package is consulted Result: *100% of content producers (60% of total respondents) consult the brand standards guide Assess change in awareness about branding and its importance to AIDS Vancouver Result: *100% of respondents report - knowledgeable about branding
30. Case studyBranding AIDS Vancouver Objective 2 Create a portfolio of materials that clearly illustrates the principles of the new brand and employees can easily use as templates Measurement: Assess support for consistency of the look and feel of AIDS Vancouver’s branded materials Result: *100% of respondents report that materials are more consistent Track reuse of content from the report Result: Annual report was reprinted for use in staff training and public events.
31. Case studyBranding AIDS Vancouver Objective 3 Engage employees in the communication process Measurement: Evaluate employees content contributions Result: Employees penned over 20 pages of content in the annual report and contributed/edited content for all other materials Track the use of unique client stories/quotes Result: Over 17 unique client and volunteers were represented in the report in the form of success stories or interviews
34. Won Student Communicator of the Year IABC/BCNEED Salt Spring Coffee Company integrates social and environmental responsibility in their company values and business practices Salt Spring Coffee wanted to take steps to encourage their customers to reduce waste by bringing travel mugs instead of using disposable cups
35. Case studySalt Spring Coffee Goal: To encourage at least 60% of customers to use travel mugs produced in an environmentally-friendly manner and purchased in coffee shops that sell Salt Spring
36. Case studySalt Spring Coffee Objectives Influence 60% of customers to bring reusable travel mugs to coffee shops Influence 25% of customers to switch to reusable corn mugs Strategy Mug loyalty card and customer education campaign Promote corn mugs as environmentally sustainable Results measured: After eight months - more than 60% of customers bringing own travel mugs More than 25% are using reusable corn mugs
What do you currently do?Does your job description cover what you do?Is it or has it changed?
Which of these is the CEO/President in your organization? Why do you think that?How does that change your communication strategies?Which of these are you or in what combination?
Note sustained leadership requires – a greater purpose than the level of sacrifice so we must respond to larger ends if we expect to create demonstrable changeWe are in a world of too much information and that creates confusion and the inability to act. We must limit our frame to move forward and evaluate to refine our frame.Structure to organize complexityBenefits – Simple, comprehensive, adaptableLimitation – measurement and budget are separated out of the processMeasurement and planning are both about creating context and simplifying what we see into actionable informationWe create meaning so we can move forward
1200 clients living with HIV AIDsInform the Vancouver area about HIV and prevention
Thee principles that want to highlight about the increased importance and why this is a tangible example:Articulator of Vision, Mission and values as a means of creating unityEngage – listen and design process based on audience needsCo creation – the audience would be the communicators so they need to own the messageTeacher – working in dialogue to build competency and supportThe design and materials became a natural extension of the planning processAudience was included in the material
Need was informed by valid research – survey of 450 qualified respondents65 stores – customers were described by gender, age, values and behaviours
The survey, observation and barista interviews provided information for the benchmarksPre and post measurements were in place – each shop had a log and incentives for keeping the logThe measurement encouraged the behaviourSales were increased while living the values