12. „I have difficulty with the
concept of content –
it smacks of a term coined in
desperation to describe a
disparate and amorphous
group of extraordinarily different http://mikeduran.com
concepts and products with the
idea of somehow “bucketizing” it
(thank you, America)...‟
Jeremy Probert, Corporate Communications Director,
in his blog The Wordmonger
17. What is content?
„Content is story.
And content strategy is
story telling.‟
Prateek Sarkar
former director of user experience, Walt Disney
at Confab 2011
27. What is intelligent content?
‘Content that is structurally rich
and semantically categorized,
and is therefore automatically
discoverable, reusable,
reconfigurable, and adaptable‟
Ann Rockley and Charles Cooper
28. What is content strategy?
Strategic multi-channel corporate publishing
29.
30. What is content strategy?
‘Content strategy is an emerging field of practice
encompassing every aspect of content, including
its design, development, analysis, presentation,
measurement, evaluation, production,
management, and governance.‟
Former Google Knol on content strategy
31.
32. What is content strategy?
„Content strategy is the practice of planning for
the creation, delivery and governance of
useful, usable content.‟
Kristina Halvorson
35. „Organizations invest tremendous resources on
developing the framework for a great user
experience – fabulous design, robust content
management infrastructure.
Yet when it comes to the content itself, there‟s
often a gap.
The end result is that the value proposition for
customers can‟t be delivered...‟
Rahel Bailie
42. What is content marketing?
Creating and distributing valuable content to
attract, engage and acquire customers
* communicating without selling
* information to make buyer more intelligent
* brand loyalty
Adapted from the Content Marketing Institute
43. B2B Content Marketing: 2012 Benchmarks, budgets, and trends,
Content Marketing Institute
60. ‘... the opportunities and complexities of
content are forcing divisions together in
efforts to avoid duplication, neglect, and
conflict.’
Julia Hood, PR Week US, April 2012
61. ‘So much of the digital land-grab has focused
on execution. In the case of content,
communications has an opportunity,
virtually a mandate, to be its true strategic
leader.’
Julia Hood, PR Week US, April 2012
63. Corporate communications
A system that enables organizations to strategically
orchestrate and manage all types of external and
internal communications
68. Business Leaders in
Communications Study 2012
„The most comprehensive overview of the
function, structure and role of corporate
communications today and in the future‟
95 comms directors, FTSE companies
78. Community Maturity Model
Stage 1 Stage 2 Stage 3 Stage 4
Hierarchy Emergent Community Network
community
Leadership Command and Consensus Collaborative Distributed
control
Content and Formal and Some user- Community- Integrated
programming structured generated created content formal, user-
content generated and
community-
created content
Adapted from www.communityroundtable.com
84. Business strategy
external and internal
Communications strategy comms strategies
+ digital strategy
Content strategy publishing / editorial
audiences, goals, issues
plan for creating, delivering, governing, brand messaging
measuring content tone of voice
globalisation, localisation +
repeatable system
information architecture /
Channel strategies user experience
content management
+ digital strategy search, metadata,
accessibility, design, IT
Return on
Auditing Measurement
investment
85. Business strategy
Communications Content
strategy Content strategy
Channel
strategy strategies
Digital strategy
One unified content strategy
95. Digital Board: model 1 CEO
Owner
Senior / middle
managers
Dedicated team
Issues - needs - strategies
implementation
Adapted from digital-workplace-trends.com
Wikimedia Commons
96. Digital Board: model 2
CEO
Digital Board Official
decision-
Senior / middle managers making
Operational Board
Group
Operational representatives
consensus
Adapted from digital-workplace-trends.com
Twain derives from the Old English twegen, meaning two. The phrase never the twain shall meet was used by Rudyard Kipling, in his Barrack-room ballads, 1892:"Oh, East is East, and West is West, and never the twain shall meet."There, Kipling is lamenting the gulf of understanding between the British and the inhabitants of the Indian subcontinent. It may well be that he coined the phrase - at least, I can't find an earlier citation of it in print.
Stronger multi-skilled teams to meet organisation’s business goals
many comms departments now are called corporate communications departments.
The person with the 360 degree knowledge of all the different functions who can bash everyone’s heads together and sort out all this mess!Must be strong leadership at top to sort out the power struggles. Power struggles get in the way of business objectives.
1 in 10 failed to see the relevance of social mediaJust another comms channelWaste of timeFlash in the panAnd those who did saw no priority to recruit accordingly, just use what they have
And collaboration
And collaboration
17% of organizations have a fully functional digital board = about 78Business functions play a much larger role as members of this bodyIntranet, websites, social media, .collaborative spacesDecision making must be based on knowledge and expertise, not powerHIPPO – highest paid person in organisation decides what goes on home page
Digital Boards with high-level senior participation are less common than 12 months ago
Can combine a digital board and a digital centre of excellence