As the leader of digital change programmes for senior management teams in businesses, Government and charities, Tim Lloyd (BIZ) provided insight into the challenges of establishing and maintaining an organisation-wide approach to digital and social at the CIPR's Social Short event on 10 July.

1. Digital is
everybody’s
business
@timolloyd

2. Church of fail
● over-thinking corporate channels
● not enough time experimenting with
campaign content
● outsourcing digital

3. 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

4. The special ingredient?
‘Add lightness’

5. 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

6. The good

7. The bad

8. The ugly

9. 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

10. ...
5. Prioritise, prioritise, prioritise
6. Be confident about where digital
can contribute
7. Evaluate as one comms team, not just
as a digital team
8. Establish baseline skills for everyone

11. 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

12. Disruption
● Civil Service Reform/changing attitudes
● you can talk to senior people faster
than I can
● causes mobilised at speed
● easier and sometimes cheaper

13. How?

14. Listening online

15. Putting data behind content
and influence

16. Talking to our audiences

17. Digital by stealth

18. 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

19. 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

20. Thanks
@timolloyd
tim@helpfultechnology.com
www.timolloyd.com