Presentation from IABC World Conference 2010 in Toronto.

1. The future of the profession – change is on the horizon Ryan Williams, MAL President, TWI Surveys Inc. Monday June 7, 2010 Time: 11:15 am – 12:30 p.m. Track: Communication leadership (M8)

3. Your audiences’ needs

4. What is changing?

5. Measurement will changeIllustrate how communication planning will prepare us for the changing role of communicators

6. The Plan Expectations of communications Keon and Mya Understanding who we are? What do we aspire to be? Response to fragmentation - Planning Benefits and limitations Need for measurement The fundamentals and the future Your organization changes what you can do What skills will we need?

8. Life can only be understood backwards, but must be lived forward. Soren Kierkegaard

10. Skills

12. The mission

14. Technology

15. Customers/ stakeholders

17. Skills

19. Our leadership strengths TWI Surveys – IABC Communicators Study 2008 8 WE:

20. Our leadership opportunitiesTWI Surveys – IABC Communicators Study 2008 9 WE:

21. What do we aspire to be? Visionary Strategic Detailed Relational

22. The World Today 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users Ruder Finn YouTube – 2 billion views a day viralblog.com Videos about news and politics get the highest average number of comments (561), followed by sports (490) and entertainment clips (436) Sysomos Twitter now has 105,779,710 registered users 600 tweets per second 82% of users have less than 100 followers 81% of users are following less than 100 people HubSpot Jan 2010

24. Where do we want to go? “Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to.” said the Cat. “I don’t much care where.” said Alice. “Then it doesn’t matter which way you go.” said the Cat. “So long as I get somewhere.” Alice added as an explanation. “Oh, you’re sure to do that.” said the Cat, “if you only walk long enough.” Lewis Carroll, Alice in Wonderland

28. Case studyBranding AIDS Vancouver Audiences Primary audience: Front-line employees and volunteers (200+ people) Secondary audience: Administrative and executive team (9 people)

29. Case studyBranding AIDS Vancouver Goal: To rebrand AIDS Vancouver in a way that represents and emotionally engages its people Objective 1 80% of employees better educated about the importance of branding Create infrastructure that allows them to use the AIDS Vancouver brand Measurement: Brand standards package is consulted Result: *100% of content producers (60% of total respondents) consult the brand standards guide Assess change in awareness about branding and its importance to AIDS Vancouver Result: *100% of respondents report - knowledgeable about branding

30. Case studyBranding AIDS Vancouver Objective 2 Create a portfolio of materials that clearly illustrates the principles of the new brand and employees can easily use as templates Measurement: Assess support for consistency of the look and feel of AIDS Vancouver’s branded materials Result: *100% of respondents report that materials are more consistent Track reuse of content from the report Result: Annual report was reprinted for use in staff training and public events.

31. Case studyBranding AIDS Vancouver Objective 3 Engage employees in the communication process Measurement: Evaluate employees content contributions Result: Employees penned over 20 pages of content in the annual report and contributed/edited content for all other materials Track the use of unique client stories/quotes Result: Over 17 unique client and volunteers were represented in the report in the form of success stories or interviews

32. Measurement Integrate listening, dialogue, and evaluation!

34. Won Student Communicator of the Year IABC/BCNEED Salt Spring Coffee Company integrates social and environmental responsibility in their company values and business practices Salt Spring Coffee wanted to take steps to encourage their customers to reduce waste by bringing travel mugs instead of using disposable cups

35. Case studySalt Spring Coffee Goal: To encourage at least 60% of customers to use travel mugs produced in an environmentally-friendly manner and purchased in coffee shops that sell Salt Spring

36. Case studySalt Spring Coffee Objectives Influence 60% of customers to bring reusable travel mugs to coffee shops Influence 25% of customers to switch to reusable corn mugs Strategy Mug loyalty card and customer education campaign Promote corn mugs as environmentally sustainable Results measured: After eight months - more than 60% of customers bringing own travel mugs More than 25% are using reusable corn mugs

37. Align what we say with what we do!

40. Context for measurement

41. Who is your organization? Most associates have a strong sense of the Core Values of THDC and of their contribution to the success of THDC

43. Innovation is at the core of JHM

44. From heart surgeries,

45. AIDS treatments,

46. Best practices in the use of medical technology.

47. Sharing with the worldWho they are is a big part of what they can do!

48. Who is your organization? Engaged in mission High expectations Who they are is a big part of what they can do!

49. Who will we need to be? Our history – crafting the story

50. Who will we need to be? Our future - influencing with the story

51. Who will we need to be? Our mandate - managing influence

53. Engage

55. What should have been included?