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You Cant Build a House Without Blueprints: Creating a Communication Strategy and Plan for Change Presenter: Adrienne Schutte.

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Presentation on theme: "You Cant Build a House Without Blueprints: Creating a Communication Strategy and Plan for Change Presenter: Adrienne Schutte."— Presentation transcript:

1 You Cant Build a House Without Blueprints: Creating a Communication Strategy and Plan for Change Presenter: Adrienne Schutte

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4 4 Get to excited audiences…start with a communications strategy

5 Communication is one piece of change management Description / Benefit Build program awareness, understanding, and buy-in Feedback mechanisms Best Practices Communications support the business objectives Plan aims to build program awareness, understanding, and buy-in over time among key audiences Messages effectively position program at organizational, functional and individual levels Key audiences are identified and segmented Two-way communications and push/pull systems are deployed Communication is targeted to key risks and opportunities Align Organization Articulate Business Case & Vision for Change Mobilize & Align Leaders Align Culture Engage & Communicate with Stakeholders Enable Workforce Assess Organizational Change Readiness & Risk 5

6 How do you create a blueprint for communications success? Research Plan Execute (and train) Measure 6

7 Communications Strategy What is a communications strategy? –A framework that guides communications activities over a specified timeframe Why create a communications strategy? –To set measurable communications goals and objectives –To articulate and drive approval for guiding communications principles and approach for use throughout entire project, including key messaging –To align project communications with other communications activities and corporate/business unit strategy Tip: ensure communications objectives support business objectives of the initiative 7

8 Outline of a communications strategy Research: 1.SWOT Analysis of the Current State 2.Audience and Communications Audit Plan 1.Communication Objectives 2.Key Messages and Message Map 3.Editorial Guidelines and Brand 4.Communication Infrastructure Execute (and train) 1.Communication Plan Measure 1.Monitoring and Measuring 2.Next Steps 8

9 Research SWOT Analysis, Audience and communications audit

10 Good communication begins with listening Find out whats going on currently Do interviews, focus groups, surveys 10

11 There are four activities for Sections 1 & 2 Conduct Situational Analysis – What are communication strengths, weaknesses, opportunities, threats? Conduct Stakeholder Analysis –Whos involved in the effort? Conduct Audience Assessment –What are the differences among audiences? What do they look like? What do they need? How do they like to receive information? Conduct Communications Audit –What channels are available to deliver messages? To complete these work products, talk to stakeholders, team members, client staff – during this time, youll build relationships and credibility with people 11

12 SWOT Analysis The current state assessment provides: –An early opportunity to engage important client contacts, such as project managers/sponsors, senior leaders, and communications staff –A view into the organizational structure and culture of the organization relative to communications Assessment helps in understanding: –Potential enablers and barriers of communications and change –Perceptions, needs, and preferences of key stakeholders/audiences –Clients communications infrastructure and its strengths and weaknesses 12

13 Example SWOT analysis 13 Performance AreaToday Strengths: What is working for xxx communications? Existing distribution infrastructure Strategic message framework, linked to business case and vision Commitment from xxx leadership Weaknesses: What is not working for xxx communications? Existing tools (e.g., website) Inconsistent approach (i.e., messages, vehicles, timing) No systematic process for gathering stakeholder feedback No defined measurement for communications effort Uncertain levels of awareness, understanding and commitment across key stakeholders Internal stakeholders do not fully understand the vision and mission of the xxxx Group The xxxx Group does not have a distinct brand in the minds of stakeholders. Some stakeholders are unclear about full scope of xxx activities Various xxx communication vehicles do not reflect a common xxx brand to audiences Xxx and xxx operate in silos from a communication perspective xxx team does not provide feedback during xxx Town Halls; attendance at xxx Town Halls is low Communications are not consistently delivered to targeted audiences due to lack of communication touchpoints and inefficiency of current cascading process Opportunities: What can be done to enhance xxx communications? Develop more efficient and effective global communications approach with tools, templates and processes Deliver consistent positioning rooted in strategic plan and vision Engage key stakeholders at appropriate times Measure whats working and what isnt Focus on continuous improvement Threats: What will happen if xxx communications is unsuccessful? Are there any threats in the organization? Member firms and leadership dont understand the value of xxx Inconsistent stakeholder support Frustration among stakeholders Ineffective communications infrastructure Duplication of efforts Stakeholders dont receive key information

14 Key activity – Audience Assessment Audience assessment should: –Identify groups/individuals who will need to receive messages –Identify types of messages groups/individuals are currently receiving and are likely to need during project Determine current gaps in communications program Plan key messages that will be needed in future 14

15 Sample Audience Assessment 15

16 Key Activity – Stakeholder Analysis What? –A determination of the current level of project awareness and perceptions as held by each stakeholder group –Recommended actions to take with each stakeholder group to achieve the desired level of awareness and project buy-in Why? –Necessary to gauge awareness level and uncover issues/concerns to appropriately target communications and alignment-building activities –Useful in identifying project advocates and change agents, as well as individuals and groups resistant to change Stakeholder analysis is not the same as audience analysis Everyone looks at change from their own particular viewpoint and those viewpoints change over time – awareness of and support for change initiatives generally not uniform 16

17 Sample Stakeholder Analysis Internal/Employees Customers/SuppliersPublic/Press/Investor Rel. 17

18 Example: Stakeholder Map: We identified 49 internal and 32 external audiences Asked the client: 1.Who needs to know about this program? 2.What organizational group are they in? Where is the org chart? 3.Which member of leadership knows the most about this group? 4.What level of communication does this group need? 18

19 Stakeholder Interview Questions How would you describe the objectives of the Sample Program? Would you consider program an IT or a business initiative? Based on your knowledge of the Program, how does this initiative align with the other strategic initiatives? What is the current degree of awareness about the Program and its objectives for Client Services? To what extent has the vision of the future state at ARC been communicated to the regions? How would you describe executive understanding of the Program? How would you describe leadership support of Program? What examples come to mind? One potential risk is that employees are confused about the what, why and how of Program and how far along weve come in the solution development. Do you see this as a risk? If yes, why? What are some other people risks to successful adoption of Programs new procedures and tools? What impacts could result from not addressing these risks? In your opinion, what is the most effective way to engage field staff in the Program? Who should be involved in this effort? Who should lead this effort? What needs to be changed across all regions in order for deployment to be a success? What factors are working in favor of a successful solution deployment? Do you feel that there is the right amount of communication between leadership and employees? What kinds of communications or activities would you suggest to improve end-user understanding of Program and improve their willingness to adopt its changes? 19

20 Plan Communication objectives, Key messages and message map, Editorial guidelines and brand, Communications infrastructure

21 Communication Objectives What are you trying to do? –Do you want to educate your customers? –Do you want to defuse a situation? –Do you want to improve your organizations reputation? Objectives must align with business objectives And, as always, they must be SMART –Specific, measurable, achievable, realistic, time-focused 21

22 Example Objectives (not measurable) Develop and deliver a communications plan during 2005, effectively targeting key audiences; small and medium size farmers, funders and institutional decision makers, to accomplish the following: Position MIFFS as an accomplished, successful leader in Michigan agricultural and food business community. Differentiate MIFFS role vs. other Michigan agricultural organizations as the nucleus of the agricultural community and the first stop for Michigan agricultural and food business in need of assistance and resources. Implement a communications plan that will nurture (build, develop and maintain) a long term relationship with key audiences in order to develop trust and gain credibility of the MIFFS organization leading to audiences active participation (quantify) with MIFFS and active support(quantify) of community based food systems. 22

23 Example Objectives (measurable) Campaign Objectives: Generate awareness of featured Hallmark holiday products with at least 40 million impressions (exceeding 2008 results of 35.1 million). Drive engagement with featured Hallmark holiday products through celebrity and blogger product trial. Meet our ROI goal of 12% (measured internally through Hallmarks proprietary marketing measurement tool; based on spend and impressions across all marketing tactics). Tactical Goals: Secure product inclusion in at least two national consumer gift guides (print and/or online versions). Generate national entertainment media coverage (broadcast, print and online) from the celebrity event. Secure product reviews on at least 25 of our targeted blogs (1/2 of our original list of 50). 23

24 Key Messages Communicate what youre doing and why Communicate what will be different Fit with your objectives Speak to audiences Above all…use clarity –Youre a human being. Write like one. 24

25 Key Messages and Message Map Break everything down into 3 levels of messaging Work with subject matter experts to understand and create the levels Level 1: Elevator speech Level 2: Supporting messages Level 3: Proof points Level 4: Anecdotes and illustrations 25

26 Campaign copy Other points to include in level 3 messages VC is the closest thing we have to face-to-face meeting. The VC user experience has improved immensely over the last couple of years; there is still room for improvement, but the technology is getting there. VC is one of a range of collaborative tools we should use to connect with our clients and one another Level 1 The above benefits can be developed into short paragraphs of text for use alongside the headlines and sign-off VC saves timeVC saves money VC saves the environment Campaign poster headlines Use VC – its the smart way to meet Campaign sign-off Why travel xx miles just to shake hands? New York and back before lunch Take minutes, not miles Delays not expected 1 expensive meeting (local and global versions) Make your mark without leaving footprint Go global, stay local Level 2 Level 3 There are many benefits of using VC for you, your client and XXXX Reduce your personal carbon footprint Reduce our carbon footprint Demonstrate to clients that we walk the talk Improve your productivity and diary flexibility Improve your work-life balance Reduce the stresses of travelling Save on hotel costs, travel and expenses Show clients we are minimising expenses 26

27 Editorial Guidelines and Brand If you dont tell them how to do it, who will? Create your own style guide if one doesnt exist in your organization Get great tips from: –www.ragan.comwww.ragan.com –www.wyliecomms.comwww.wyliecomms.com Great Writers Tool 27 All contributors developing communications for NTG should follow these writing guidelines: Use UK English. Use one space after periods, not two. Average sentences per paragraph: Target an average of up to three sentences for print communications, up to two for online communications. Average number of words per sentence: target 14 words or less. Average number of characters per word: target 5.0 or less. Passive sentences: Target 0. Flesch reading ease: Target 50.0 or higher. This statistic calculates how easy your copy is to read based on your average sentence length and your average number of syllables per word. On this scale of one to 100, the higher the number, the easier your copy is to read. Flesch-Kincaid grade level: Target 9th grade or lower. This index calculates the number of years of education required to understand your copy. It, too, is based on your average sentence length and your average number of syllables per word. Most consumer publications target a grade level score in the single digits to make copy more accessible. Just because your audience members are well educated doesnt mean they wish to read difficult copy. In fact, the higher their educational level, the more likely it is that have too much to read. Make staff partners in the effort by providing forthright and timely information. Tailor communications to address employees specific needs and concerns. Develop communications from the point of view of the receiver, e.g. language, level of understanding, highlighting whats in it for me aspects. Take periodic reads of target audiences concerns, fears, and degree of understanding of messages through upward communication vehicles. Deliver key messages multiple times through multiple vehicles. Balance one-way (informative) with two-way (participatory) communications. Sequence the right message at right time to the right audience. To turn on Readability Statistics, go to your Microsoft Word spelling and grammar tool, and click the box next to show readability statistics. Need help? Use Microsoft Word help menu to search for readability statistics or statistics. Now when you run spelling and grammar check on a document, youll get a box that looks like this:

28 Communications Infrastructure Simple: –Whos going to do what? –Will you have an editorial board? –Who will do approvals of communication Identify roles and responsibilities, then get agreement 28

29 Example: Sharing the Communications Role The task of communicating about Program solutions, impacts, and deployment should be shared across the Division. Program messages will be sent from a variety of sources to deliver the best impact to audiences. Key Communicators in each Division will support direct messaging with materials distributed through channels most accessible for customers, sponsors, donors and regional staff. These include posters at fixed drive sites, customer letters, and newsletter articles. 29 Key Communicator Division Advocate Divisional VP CEO Coordinate communications activities across division for DVPs and CEOs; Illustrate connection between solution components; Drive awareness of Program content and deployment timeline; Answer specific questions about Program solution, processes, and program status using Program Communications information sources Maintain leadership connection to Program Team; Communicate information required to coordinate deployment components across regions, for example equipment or budgeting concerns; Facilitate decision-making prior to Program deployment Distribute high-level messages concerning Program impacts to Services and customer-facing staff, for example messages with role definition, training, or employment themes; Represent leadership support of Program deployment and communicate benefits to business audiences Mirror leadership support at local levels by reinforcing Program benefits to external stakeholders, such as donors, sponsors and hospital customers; Cascade details of the Program solution to functional teams; Prepare staff and volunteers for procedural changes associated with the new systems Mgmt

30 Example: Purpose of Program Communications Network The Program Communications Network (PCN) is created to champion Program messages within each Services division and serve as an extension of the Program Communications Team in successful message creation and distribution. Role Network serves as functional communications team in Services field organization Key Communicator acts as field liaison between staff in blood regions and the Program Program Team Responsibilities Participate in regular meetings of Program Communications Network Create local communications plans supporting all phases of Program deployment Distribute Program messages through divisional and regional channels Report feedback from regional staff to Program Communications team Time Commitment Monthly conference call with Program Communications team (1-hour) Routine information sessions from Program Deployment (Division Advocate Conference Call) 1-4 hours per month in review of Program Communications materials Standard planning & development time for local adaptation of Program materials Expectations Proactively support Program system deployment by exchanging information with staff, customers, donors, sponsors, and other regional audiences Use existing contacts and tools to ensure localized delivery of Program messages 30

31 Communication Plan You know how to do this one! –But whatever you do….dont rely on the cascade model!! Same rules apply –Compelling narrative –Specifics –Understand your audience(s) Connect right message to right audience Deliver it through the right channel Commit to measuring your effectiveness Dont let your plan be dictated by rigid templates 31

32 The Cascade Model Typically Works Like This… 32

33 Tactical Communications Plan CommunicationAudienceContext / ContentVehiclesTiming Semi-monthly BU Update All Business Unit Employees Provide overall Business Unit Update Review financial performance (monthly) Recognize outstanding performance calendar item with materials to review Conference call or meeting Twice per month All Employee Update All BU Employees Provide overall BU update Progress against plan (high level) Recent successes Key initiatives Current priorities Recognize outstanding performance Reinforce information and direction from Corporate and/or Leadership Invite Monthly Quarterly BU Leaders Meeting All BU Leadership (Direct Reports to Managers) Review performance to date Discuss initiatives Gain input and build consensus on priorities Provide BU leaders with cascade material to introduce and/or reinforce information with teams Face-to-face meetingQuarterly Direct Report Cascade Direct Report Teams Review information on BU priorities Create forum to gain employee input Provide employee input to BU leadership Face-to-face meetings or conference calls As needed, typically following BU Leadership Meetings All Employee Meeting All Employees Provide BU update on Progress Review of recent successes Discuss current initiatives, operational issues Review priorities Invite Chairman Recognize outstanding performance Hold the date Face-to-face meeting Thank you reinforcing key information Bi-annually / Annually 33

34 Key Lesson: Information push and pull tactics work together to saturate all audiences 34 Web-based Channels Face-to-face Communication Leadership Spokespeople Consistent Written Communication INFORMED AUDIENCES Feedback Channels Help Improve Communications Program Town Hall xxxxxxx.org CxxxxxNet IT Portal Services Neighborhood Program Deployment Site Site for Division Advocates and BCN On-line Discussion Boards Leadership Meetings Customer presentations Kickoff Meetings Division Advocate Weekly Meetings Specialty Presentations Program Communication Network Monthly Meetings Industry Conferences Customer Presentation Brochure for Hospitals eNewsletters Communications Toolkit Deployment Communications Program Bulletin Content Communications Talking Points for all Levels of Leadership Action Plans Cascading Information to all audiences Support for Web-based and feedback channels Functional Meetings Strategic activities to deliver messages multiple times in varied ways are the key to communication success.

35 Enable Communications Infrastructure What is a communications infrastructure? –A blueprint of the flow of communications, including roles, processes, protocols, channels and resources that support communications in an organization How do you enable the infrastructure? –Establish protocols for delivering communications according to the communications plan –Determine execution responsibilities with key client resources –Facilitate execution of communications deliverables across key milestones 35

36 Example: There is a process for creation and approval of various types of communication 36 We developed a RACI chart with the client and the PMO to ensure everyone understood their communication role

37 37

38 Execute (and train) Communication plan

39 Develop a Communications Plan What is a communications plan? –A to do list of communications activities and events created to bring the communications strategy to life, by enabling and fostering change A comprehensive matrix of tactical communicative events designed to support project objectives and also mitigate risks identified in the Organizational Risk and Readiness Assessment (ORRA) Why create a communications plan? –Aligns all responsible parties over course of communications rollout –Ensures all audiences are addressed in communications effort –Are the concrete actions that can be measured to determine success or areas of improvement 39

40 How to Develop a Communications Plan Elements to include: –Stakeholder group/audience for each activity –Key messages intended for each stakeholder group/audience –Vehicle/channel to be employed –Purpose/objective of communications activity –Party responsible for communications creation and deliver and event planning –Sender/spokesperson for each communications activity –Mechanisms for receiving feedback –Timeframe, frequency, and sequencing of communications 40

41 Implement and Execute Communications Plan Execute against the plan as you would any other project plan! –Develop tactical communications deliverables (e.g., announcements, newsletters, e-updates, events, etc.) –Manage the approval process –Solicit feedback where appropriate Develop discrete work plans to address communications milestones and activities, related to specific issues –Examples: Road Shows, HR Communications, including changes in leadership, changes to workforce (e.g., layoffs), changes to compensation Know your budget before you plan! 41

42 Videos, Webcasts, Blogs and Wikis are the latest in execution – communicators as multimedia producers 42

43 Measure Measuring and monitoring

44 Monitor & Measure What does monitoring and measuring mean in terms of communications? –Continuous assessment of communications activities to incorporate feedback received –Measure overall effectiveness of communications strategy Why monitor and measure? –To understand if messages delivered are understood by audiences and if communications activities are engaging audiences, as intended –To continuously improve and adjust strategy and plan, as needed Not every thing that counts can be counted, and not everything that can be counted counts. - Sign hanging in Albert Einsteins office at Princeton 44

45 Measuring and Monitoring Measuring communication without a strategic communication plan in place is worse than useless. Deciding to draw up this plan is your first move. Ways to measure: –How much coverage did you receive? –What was the tone of that coverage? –Were your spokespeople quoted? –Did visitors to your site hit specific landing pages? –How long were visitors on your site? –Which media outlets was the coverage in? –How many s/calls did you receive on the topic? 45

46 Communications Dashboard Dates: 6/21/08 – 7/11/08 Total communications to each audience Frequency of each type of media Planned CommunicationsDate PS Briefing: Emerging Markets 7/14/08 M-Level Briefing 7/15/08 PS Briefing: Solutions7/16/08 Global Ops Briefing7/17/08 PS MD Call7/17/08 Next Week 46

47 The data shows steadily increasing Deltek page views, with a high of 442 on 5/6/08. One driver for the dramatic increase is an sent to all of MC announcing answers to questions from recent Deltek MC briefing. Two of the top 5 most popular Deltek pages are the question pages, where employees can post questions to be answered by the Deltek team. Use Google Analytics where possible 47

48 Appendix - Additional Tools & Resources

49 Additional Resources Corporate Conversations: A Guide to Crafting Effective and Appropriate Internal Communications – Shel Holtz, AMACOM, 2003 The Heart of Change: Real-Life Stories of How People Change Their Organizations – John P. Kotter and Dan S. Cohen, Harvard Business School Press, 2002 The Leadership Solution: Say It, Do It – Jim Shaffer, McGraw-Hill Trade, 2000 Communicating Change: Ideas from Contemporary Research (IABC Research Foundation) – Nancy Welch and Mark Goldstein, Irish Amer Book Co, 1998 Communicating for Change: Connecting the Workplace with Marketplace – Roger DAprix, Jossey-Bass Inc., 1996 Leading Change: Chapter 6, Communicating the Change Vision – John P. Kotter, Harvard Business School Press, 1996 (pp ) Communicating Organizational Change: A Management Perspective (Suny Series in International Management) – Donald Peter Cushman and Sarah Sanderson King, State University of New York Press, 1995 Communicating Change: Winning Employee Support for New Business Goals – T. J. Larkin and Sandar Larkin, McGraw- Hill, 1994 Drucker on Communication – Constantine Von Hoffman, Harvard Business Review Barriers and Gateways to Communication – Carl R. Rogers and F.J. Roethlisberger, Harvard Business Review, v 69, no. 6, Nov-Dec 1991 (pp 12-18) Control Through Communication: The Rise of System in American Management – J. Yates, John Hopkins University Press, 1989 Change Management: Communication's Pivotal Role – A Research Report by the Conference Board: Kathyrn Troy Reaching and Changing Frontline Employees – TJ Larkin and Sandar Larkin, Harvard Business Review Managing Your Virtual Company: Create a Communication Plan – Melissa Raffoni, Harvard Business Review 49

50 New Media Overview Blogs are short for weblogs. The are essentially online journals that are written informally and can cover a wide range of topics. RSS stands for Really Simple Syndication. RSS is a tool that takes headlines and publishes them to a persons inbox and/or page of choice. It tells the person what new item/article has been published on a website, blog, wiki, etc. It was created to help people reading too many blogs organize their information. A website that can be edited by anyone. No knowledge of html or any other web script necessary. Very similar to a blog, except a blog is written by 1 or a few people and then the audience responds; its sequential. A wiki is a community blog/website where anyone can add content on anything and is not sequential. Audio files that are saved to a digital file and can be played by any media player. Video files that are saved to a digital file and can be played by media players with video capability (most computers and the new video iPods) Conference calls and presentations that are done over the web allowing audiences in multiple locations to be present for the live presentation. Websites, games, etc that bring people together and create social familiarities from casual acquaintances and hobbyists to business and friendly relationships all the way to familial bonds. Blogs Wikis RSS Feeds Podcasts V-casts Webinars Social Networking With the advent of the Internet and new tools that make informal communication on a large scale possible, new media is something that every communicator must understand, know and plan for in their strategies. Some of these new tools which tie consumers to other consumers, employees and companies are: 50

51 New Media Communications Audit Communications Methods FrequencyAdvantagesDrawbacksOpportunities Blogs Blogs are short for weblogs. The are essentially online journals that are written informally and can cover a wide range of topics. Update at least weekly Short communications ( words) Potential reach of millions of people yet targeted focus easy to achieve Trends show reading & blogging on the rise Public trusts and reads logs Inexpensive Easy to start and continue Find out exactly what the public and your employees think – open communication If done correctly builds trust with potential customers/clients increasing brand value Must be updated frequently To be successful control of messaging/replies must be relinquished If done improperly it can hurt more than help Writers must be trusted sources of information which may limit who can blog due to the time constraints A lot of noise and it can be difficult to wade through or find a certain blog/information Can be used in everything from new product launches to disseminating HR information Create a blog for your employees from the CEO or other leadership Create an internal company blog for each division to discuss ideas and share information Create a HR blog to talk about updates to benefits, changes the company is going through, etc Have employees or key leadership create an external blog talking about the company and its new directives RSS RSS stands for Really Simple Syndication. RSS is a tool that takes headlines and publishes them to a persons inbox and/or page of choice. It tells the person what new item/article has been published on a website, blog, wiki, etc. It was created to help people reading too many blogs organize their information. DailyIs a pull method vs push method of communication (Correct target audience is reached) Simple to implement No updating necessary on the client/blogger side – this is an automated tool Helps increase search ranking ratings Trackable via pinging Know exactly who your target audience is and how often they come Have confidence that your audience knows you have updated content on your blog/website/wiki Needs to be tied to a website, blog or wiki The website blog or wiki needs to be updated often to have the benefits of RSS occur Need to install an RSS reader on the computer Attach an RSS to a departmental blog so everyone knows when new content is posted (can then review and reply) Attach an RSS to your HR blog so employees know when new information is added Have an RSS attached to key leadership blogs so stakeholders can be apprised of new information and feel a part of the company 51

52 New Media Communications Audit Communications MethodsFrequencyAdvantagesDrawbacksOpportunities Wikis A website that can be edited by anyone. No knowledge of html or any other web script necessary. Very similar to a blog, except a blog is written by 1 or a few people and then the audience responds; its sequential. A wiki is a community blog/website where anyone can add content on anything and is not sequential. ContinualEasy to start and continue Easy to modify information Community based forum and can gather various opinions and thoughts Limited control over the content Unwanted messages may get disseminated Writing may be substandard Non trustworthy authors may post content Legal ramifications if incorrect information is posted Create departmental wikis to share thoughts and ideas R&D group Marketing group Create a company wiki for social events, selling of items, informal communications, etc. Podcasts Audio files that are saved to a digital file and can be played by any media player. Weekly, bi- weekly or monthly Record your message and have it playable at anytime in any location Reach a larger audience (availability) Very popular especially with the rise of MP3 players Inexpensive and easy to create Can be uploaded to any website and easy to download Reach your audience with the exact message and tone you want Must make an effort to have this be part of a continual communication strategy Weekly or monthly message from leadership Tips and tricks podcast to customers about your product Step by step instructions on how to fill out forms to baking a cake Recording part of a presentation or conference and having it available on the company intranet Vcasts Video files that are saved to a digital file and can be played by media players with video capability (most computers and the new video iPods) At your discretion Record your message and have it playable at anytime in any location Reach a larger audience (availability) Can be uploaded to any website and easy to download Reach your audience with the exact message and tone you want Limited tools to play it Large files Record seminars and presentations Rebroadcast a show or part of a show Tape a training and have it available at anytime for end users 52

53 New Media Communications Audit Communications MethodsFrequencyAdvantagesDrawbacksOpportunities Webinars Conference calls and presentations that are done over the web allowing audiences in multiple locations to be present for the live presentation. At your discretion Have everyone from all locations present Know your message is as you want it Interaction with audience Cant see body language Internet connectivity must be good Possible time delays Possible outage and no connectivity Weekly conference calls and project status Project kick-off meetings with all end users Go-live meetings with all end users Town Halls all at once Social Networking Websites, games, etc that bring people together and create social familiarities from casual acquaintances and hobbyists to business and friendly relationships all the way to familial bonds At your discretion Understand what the general public thinks about you and your brand Create close relationships to your audience Inside look at what is being discussed in your industry Must be informal and you cannot control the messaging Talk about your brand on your pages Review networks about your industry and search for comments posted 53

54 New Media Measurement –Financial Cost per click thru Cost per sale Cost per lead Cost per dollar raised –Relational Survey customers Capture s of those who visit Count the volume of conversations, comments and trackbacks to get an idea of scope and size Examine the credibility of authors and commenter's What is the coverage, depth, interaction and discussions Number of links to other networks and number linking to yours 54 –Activity Server log files for number of visitors Click thru rates Trending over time Trackbacking via pinging –Outtakes Content analysis Message and themes Is your message on other peoples blogs/wikis/networks What is the web rank/ news rank/ and reach per million

55 What will you do tomorrow? Research Plan Execute (and train) Measure Excite, engage and inform audiences 55

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57 Feel free to contact me Adrienne Schutte Let me know how I can help you 57


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