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March 31, 2015 Transcript of #CommsChat and the ‘Digital Renaissance’ communicator part 2


  1. Thanks everyone and especially . Really interesting discussion this week. .

  2. Would you consider doing a charity ? I’d love to hear people’s views on promoting 3rd sector services on small budgets

  3. Have struggled with a tool which didn’t seem to pick up all the conversation so flitted in an out. Good chat tho thanks

  4. absolutely. 🙂

  5. Thanks for organising – off for some supper & that glass of wine 🙂

  6. Great comments, lots of food for thought. Thanks all

  7. That’s all from me. G’night all!

  8. And thanks to for featuring and – really enjoyed the discussion this evening

  9. For you digitally-minded folk, don’t foget about this year’s awards, now open for entry

  10. We’ll be taking the bank holiday off next week, but will be back on 13 April with much much more comms chat.

  11. Fantastic with – to hear more about digital renaissance, book your place at :

  12. And that’s the hour. A big thanks to & . The IoIC’s annual conference is in Brighton on April 30-May 1

  13. On metrics: “He uses stats as a drunken man uses lamp posts, for support rather than illumination.”

  14. yes!

  15. Did I earn a glass of wine yet? 😉

  16. I wrote recently: ‘O2 Gurus & Barclays Digital Eagles: Why digital transformation starts on the inside’

    1. Both. Every employee= spokesperson, every external source read internally.

  17. Metrics, dashboards and visualisations can in themselves be storytelling. Doesn’t have to be an either / or.

  18. Yes the call to action key as always – so we have these metrics, what do we want stakeholders etc to do with them?

  19. Whats more important? A company’s internal or external communication strategy?

  20. T5: ‘Glancable’ displays can b very effective-A red/amber/green light w/ clear call to action 4 ea. can move companies

  21. Metrics have come a long way – we used to count clicks, now we map the journey to truly understand habits & preferences

  22. Agreed. Always better to cut out the middle man (well, make them invisible) to make things more plausible #

  23. What we know from benchmarking is that metrics is still poor area of practice generally – it isn’t easy

  24. Some cracking content once again for We are big fans of your work

  25. T5: measurement is essential at proving ROI of digital to senior leaders – mix of metrics and storytelling depending on audience

  26. My head’s starting to spin – this is fun but whirlwind!

  27. Metrics + visualisation and/ or storytelling = a powerful combination for communicators

  28. Visuals in form of dashboard can be powerful – bring numbers to life. I will share good eg from Rabobank at

  29. I use real people sharing how digital made difference to their day and their customers. Achieves cut through

  30. T5: Stories no-only visualization for execs. Dashboard of 2-4 metrics pinned to biz change gained via

  31. Metrics should be about gaining insight so that we can improve what we’re doing, not justification

  32. 1st question is: what are you trying to achieve? Which brings us back to alignment with strategy and how the comms support that

  33. T5: Find a great stat, find the person(s) who made it happen. Interview them, photograph them, film them and put it everywhere

  34. T5: qualitative measurement is key with digital – hard to do and time consuming but very valuable

  35. And yet as says, it’s also about biz fundamentals. One or points of my article last week.

  36. T5: How do you use visualisation and/ or storytelling to bring metrics to life? 2/2

  37. T5: Do you use meaningful metrics to understand the effectiveness of your communications? 1/2

  38. T4: Strategy should include aims and this should guide the choice of channel. Equally, go where your audience is.

  39. For T3 has it-did this with and it’s the only way to roll out adoption well.

  40. Agree. A user-centred design approach to communication – that’s another skill for ‘digital renaissance’ communicators!

  41. T4: having a clear plan of objectives aligned to business plan can help to pick the right channels for each message/campaign.

  42. fully agree. Wonder though where increased fragmentation of channels will have its limit (before its 1 to 1)

  43. T4: is managing the the responsibility of a whole IC team or is a full time job for a community manager?

  44. Yes convincing/ educating leaders can be big challenge if there’s resistance. Insight from metrics is key part.

  45. Yes! but output=biz results, not just tally of conversations

  46. T4 by mapping channels against personas.

  47. T4: Always b researching. Goal tho not to educate users, but discover channels they use or receptive to, guide how to use at work

  48. Convincing senior people can be difficult. Start with free-to-implement and measure output

  49. One eg I’ll share at is Adobe’s message matrix & menu of channels/ services – great planning tools

  50. very true – this was discussed at last week – although they renamed lurkers as readers/listeners

  51. We need both: creating human/ engaging content that meets needs & understanding the channels/ how people consume

  52. T3: build a ‘coalition of the willing’ and get on with it! Show it can work, don’t expect people to believe that it will

  53. Balance of ‘how we say’ vs ‘what we say’ uneven? Are we overly obsessed with platforms and channels?

  54. T4: How can a communicator understand the array of channels in the & how to plan across them & educate users?

  55. Wow the time goes by quickly doesn’t it!?

  56. The challenge can be: if strategy is to share or collaborate – but the comms don’t reflect that, something is amiss

  57. Absolutely, I agree 100% but unless it is a cultural thing or part of a role l&d can only change so much

  58. My colleague on: ‘Picking the right channel: a guide for internal communications practitioners’

  59. T3: Yes-by challenging status quo expectations of communicators Solve a business problem using an tool

  60. Communicators also need to be facilitators/moderators: show that it’s ‘safe’ to share views, avoiding ‘spiral of silence’ on ESNs

  61. T3 we can stop the slide into traditional, top down & bad where we must move on. And yes, disruption is needed

  62. not all want a ‘voice’ but IMO most want to listen/lurk or even ‘like’ what others have said

  63. I think we are focussing on the users with computer skills. Not everybody has those, social isn’t for everyone.

  64. Periscope and Meerkat good examples of where things are going. Heck, using phones might become fashionable again

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    <span>8:31 PM – 30 Mar 2015</span>
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