What does it mean to be a Digital Renaissance Communicator?

The Digital Renaissance
of Work
Delivering digital workplaces
fit for the future
Elizabeth Marsh
@digitalsanity @dwg
IoICLive - April 2015

Twitter: @DWG
www.digitalworkplacegroup.com
Who we are
2
Member Forum Consulting
Three elements:
• Benchmarking evaluations
• Peer learning
• Expert research
Sample projects:
• ‘What does good look like’
• Define vision, strategy, roadmap
• Facilitated workshops
Digital Workplace 24
May 20-21
A free virtual global conference

Twitter: @DWG
Presenter
3
Elizabeth Marsh
Director of Research
Digital Workplace Group (DWG)
• Lead’s DWG’s best practice research programme
• Works closely with DWG’s Consulting business
• Previously intranet manager at T-Mobile and at Reuters
• Intranet, knowledge management & research
• Co-author ‘Digital Renaissance of Work – Delivering digital
workplaces fit for the future’.
Fun Fact: Keen flautist & a recent convert to barefoot style
running.
@digitalsanity
@dwg
#IoICLive15

Twitter: @DWG
The Digital Renaissance of Work
4
Two main parts:
1. an exploration of how digital is
changing our lives and work, and
2. guidance for large organisations
rethinking the digital workplace
• plus a preface by Brian Solis.

Twitter: @DWG
www.digitalworkplacegroup.com 5
The Digital Renaissance of
Work (in 990 seconds)

Twitter: @DWG
Plentiful work we enjoy – a first in
human history
6
Chapter
1
Digital renaissance
Digital work ethic
Transforming work
1% digital connectivity
Artists & artisans

Twitter: @DWG
The human-centred digital workplace
7
Chapter
2
Built for humans
Favourite place?
Fragmented worlds
Our need for beauty
Digital experiences

Twitter: @DWG
Where will we work in the physical
world
8
Chapter
3
Where will we work?
More options
Office fighting back
Reinvigorating the office
New ‘third’ spaces

Twitter: @DWG
Collaboration – why “teamwork”
needs a makeover
9
Chapter
4
Industrial age teamwork
More fluid teams
Building trust
Collaborate & connect
Digital literacy

Twitter: @DWG
There are no jobs – but there is lots
of work
10
Chapter
5
Automation of jobs
Digital skills gap
Greater fluidity
Freelancing the org
Outputs not inputs

Twitter: @DWG
Leaders need followers
11
Chapter
6
80s ‘walking around’
Digital presence
Who are you leading?
Low trust in leaders
Authentic messages

Twitter: @DWG
The price we pay
12
Chapter
7
Benefits & downsides
“I’m by myself”
Digital addiction
Adapting work practices
Training & policies

Twitter: @DWG
Education – the revolution starts
here
13
Chapter
8 Image source: Computing.co.uk
Industrial age system
Lack of digital skills
Digital innovations
New formats for learning
Flipping the classroom

Twitter: @DWG
A future fit for work
14
Chapter
9
Recasting of work
Us at the centre
Digital future
Designing our future
Work matters

Twitter: @DWG
Your digital workplace journey
15
Chapter
10
 communication & information
 community & collaboration
 services & workflow
 structure & coherence
 mobility & flexibility
Every org has a DW
Not a bigger intranet
Not one thing
Heuristic assessment
Pressure to adapt

Twitter: @DWG
Making the business case
16
Chapter
11
Cost
optimisation
People and
productivity
Business
continuity
Accelerating
innovation
Increased
revenue
Corporate
social
responsibility

Twitter: @DWG
Designing for a flexible workforce
17
Chapter
12
Standards
 Branding
 Application
development
 Content quality &
lifecycle
 Accessibility
 Ownership
 Procurement
checklist.
UX interventions:
designed DW
 UX strategy
 User research
 Mental models
 Personas
 User scenarios
 Workshops
 Wireframes
 Testing
 Iteration.
UX interventions:
non-designed DW
 Structure
 Personalisation &
customisation
 Data feeds/ APIs
 Enterprise search
 Content
 Branding
 Working with
procurement.

Twitter: @DWG
Setting up the digital workplace
programme
18
Chapter
13
Strategy and approach
Stakeholders and buy-in
Digital workplace leadership
Governance framework

Twitter: @DWG
Measuring progress and performance
19
Chapter
14 Source: DWG Digital Workplace Fundamentals
http://digitalworkplacegroup.com/resources/download-reports/digital-workplace-
fundamentals

Twitter: @DWG
20
Chapter
14 Source: DWG expert blog http://digitalworkplacegroup.com/2012/10/23/ibms-own-social-
intranet-journey

Twitter: @DWG
21
Chapter
14
‘digital’ will
become almost
invisible as it
becomes
embedded in
every aspect of
our lives

Twitter: @DWG
What does it mean to be a Digital
Renaissance communicator?

Twitter: @DWG

Twitter: @DWG
core communication skills
digital channels
measurement & insight
storytelling & visualisation
facilitator/ moderator
curator/ connector
navigating internal/ external
humanizing work
strategic/ business focus
coaching/ mentoring
navigating generation gap
challenging status quo
user-centred design
digital leader
understanding culture/ behaviour
!

Twitter: @DWG
Right now we’ll focus on…
digital channels
measurement & insight
humanizing work

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The digital channels matrix

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Picking the right channel
27
Digital Channel Matrix:
creating employee-
focused internal
communications
• Detailed exploration of digital
channel considerations &
scenarios.
• Case study examples from Adobe
& Thrivent Financial.
• Quick reference Digital Channels
Matrix diagram.

Twitter: @DWG
Understanding message types
28
Read more on our blog:
http://digitalworkplacegroup.com/2015/03/09/picking-the-right-channel-a-guide-for-internal-
communications-practitioners

Twitter: @DWG
Picking the right channel
29Download the executive summary and channel matrix:
http://digitalworkplacegroup.com/resources/download-reports/digital-communication-channels

Twitter: @DWG
Adobe: menu of channels & services
30Source: DWG ‘Digital Channel Matrix’ (shared with permission from Adobe).
Download executive summary: http://digitalworkplacegroup.com/resources/download-reports/digital-communication-channels

Twitter: @DWG

Twitter: @DWG
Discussion
33
• What planning tools do you use to help select
the best digital (and non-digital) channels?
• How do you educate content providers on
available/ appropriate digital channels?
• How are consumer digital experiences driving
new demands for internal communications?

Twitter: @DWG
Measuring internal communication

Twitter: @DWG
Ephraim Freed: Communications
Manager at DWG
35

Twitter: @DWG
Measuring internal communication
36
Measuring Internal
Communications:
Targeted metrics that
demonstrate impact
• Current state of intranet
measurement.
• Measuring the benefits of internal
communications.
• Measuring impact, engagement
and sentiment.
Download the executive summary:
http://digitalworkplacegroup.com/resources/download-reports/measuring-internal-communications

Twitter: @DWG
Metrics are proxies
37
“A page view is not an idea understood, a
positive emotion felt or a behaviour changed.
Metrics are proxies – measurements that
represent the things we are really seeking to
assess because we can’t measure these
directly.”

Twitter: @DWG
Known versus unknown tasks
38
Known task e.g. – completing the performance management plan.
Ensure that
everyone has filled
in their performance
management plan
on time
News article
• % campaign
conversion rate
• % of
performance
plans completed
by deadline
• Line manager
communication is
very important
• Ensure call to
action is clear in
news story
Reactions of
audience
• What measurements will show the effectiveness of the campaign?
• What actionable insights can be drawn from the metrics?
Benefit Channel Proxy metrics Insights

Twitter: @DWG
Known versus unknown tasks
39
Unknown task e.g. – help employees feel great about working here.
Help employees feel
great about working
for this company
News article with
video
• Page views
• Video
abandonment
• Sharing
• Liking
• Comments
• Survey results
• Make video shorter
• Negative
comments
indicates some
underlying cultural
problems
Reactions of
audience
• What positive/ negative reactions were there to the communication?
• How can we validate these insights with users?
Benefit Channel Proxy metrics Insights

Twitter: @DWG
Compound metrics: treat with caution
40

Twitter: @DWG
Rabobank – intranet dashboard
Source: http://members.digitalworkplacegroup.com/blogpost/439672/152108/Knowledge-Exchange-on-intranet-metrics-
recording-and-notes-now-available (DWG member-only link; shared with permission from Rabobank)

Twitter: @DWG
Rabobank – intranet dashboards
Source: http://members.digitalworkplacegroup.com/blogpost/439672/152108/Knowledge-Exchange-on-intranet-metrics-
recording-and-notes-now-available?

Twitter: @DWG
Questions:
43
• How are you measuring the impact of your
communications?
• How do you extract meaningful insight from
metrics?
• Do you use visualisation or storytelling to
bring metrics to life?

Twitter: @DWG
Communicating in the
human-centred digital workplace

Twitter: @DWG
Dorel Juvenile Europe
45Source: Digital Workplace Group, My Beautiful Intranet competition
http://digitalworkplacegroup.com/news-events/my-beautiful-intranet-2014

Twitter: @DWG
Dorel Juvenile Europe
46

Twitter: @DWG
Cottsway
47Source: DWG expert blog http://digitalworkplacegroup.com/2015/03/05/how-2-companies-leveraged-social-intranets-to-
turn-around-culture-and-revenue

Twitter: @DWG
Verizon

Twitter: @DWG
Adobe

Twitter: @DWG
Barclays
50Source: Digital Workplace 24

Twitter: @DWG
XChanging
51Source: DWG ‘Change Management for the Intranet and Digital Workplace’ (shared with permission from Xchanging).
Download executive summary: http://digitalworkplacegroup.com/resources/download-reports/change-management-for-the-intranet/

Twitter: @DWG
Digital Workplace Group
52Source: Digital Workplace Group team Yammer community

Twitter: @DWG
Digital Workplace Group
53Source: Digital Workplace Group team Yammer community

Twitter: @DWG
Questions:
54
• How are your communications helping to
humanize work in the digital workplace?
• How are you encouraging personal and
authentic communication from leaders and
managers?
• What opportunities are there for you to
model new ways of communicating?

Twitter: @DWG
It must be time for fish and chips…

What does it mean to be a Digital Renaissance Communicator?

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What does it mean to be a Digital Renaissance Communicator?