Digital is everybody’s business
@timolloyd
Church of fail
● over-thinking corporate channels
● not enough time experimenting with campaign content
● outsourcing digital
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
The special ingredient?‘Add lightness’
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
The good
The bad
The ugly
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
...
5. Prioritise, prioritise, prioritise6. Be confident about where digital
can contribute7. Evaluate as one comms team, not justas a digital team8. Establish baseline skills for everyone
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
Disruption
● Civil Service Reform/changing attitudes
● you can talk to senior people faster than I can
● causes mobilised at speed
● easier and sometimes cheaper
How?
Listening online
Putting data behind content and influence
Talking to our audiences
Digital by stealth
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
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
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