IABCSeattle's Communications Management in the 2010s seminar - Jim Desler, Microsoft

1. Jim Desler Director, WW Field Operations Microsoft Corporation Communications Management in the 2010s

2. The Evolution of Communications The old The new Vs.

3. Road ahead/Social media

4. How to Navigate the Changing Landscape Internal Communications External Communications Communications Competencies Measurement: Charting Success and Progress

5. The Media Landscape is Changing Where the Audiences Are The future of media = rich, engaging, conversational 80% U.S. adults participate in social media 14% of U.S. adults are on Twitter 73% of bloggers are on Twitter Ranks #2 in Search 2.6 billion video searches Audiences are migrating to social media Mainstream media are refining mobile sites to appeal to a younger demographic 92%of print journalists use the web for article research and81% findideas on the web Mainstream media is tapping into social networking sites to build community engagement 1500% increase in video uploads by newspapers in 2008 Media Evolution= Multidimensional channels & formats Survivors are integrating old with new The New York Times revenue - 14.4% -6% Clear Channel staff layoff -6% Time Inc. staff layoff Magazine revenue - 7.8% McClatchy revenue - 19% -10% Los Angeles Times staff layoff Gannett revenue - 17.6% Broadcast news ratings - 34% “Traditional” media in decline. “Traditional” media = one-dimensional 5

6. Internal Communications: Internal sites and & Social Media Evolve MSW as the central hub of employee information, news and channel for two-way employee dialogue Developing a Broad and Credible Employee Portal Share News and Information Refresh MSW Showcase our products – SharePoint Embrace Social Media to foster community, connection Continue to grow Exec communications sites Closer integration with Microsoft News Center 6

7. External Communications: Adapting to the Changing Landscape RAPID RESPONSE MORE IMPORTANT c Building/Improving brand perception Traditional PR Social Marketing NEWS CENTER: TAKING MESSAGE DIRECT Innovative ways to tell our story

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10. How Do Changes Impact Communications Competencies Marketing Alignment Providing Comms Insights Business Alignment Manage Negative News Story Telling Understanding Social Media

11. Measurement in the Communications Framework Measurement Execution Planning

12. Communications in the “New” Digital Decade Global Align with Business Consistency in Messaging

13. In conclusion Understand and master the changing landscape Tailor tactics to fit your audience and objective Remember the fundamentals of good communications Use measurement to increase accountability and improve quality of Communications All approaches and communications are global

14. Q and A