Digital Communication, Workshop at City Business Library

Human Leadership and its potential Part III of III City Business Library, London, 7 February 2011

Digital communication,
a catalyst for change

Katrin Andersson Limited
...for you and your Company?

Katrin Andersson Anna-Maria Berggren
Founder & Director Katrin Andersson Limited Marketing Strategist a-m unltd consulting

Picture:
www.mashable.com

Today’s agenda
1.  Introduction

2.  Brand Management & Human Leadership

3.  The digital era

4.  Impact of digital communication

5.  Facing the paradigm shift

6.  Summary & Closing

1

Katrin Andersson Limited & a-m unltd consulting

1. INTRODUCTION

2

A change consultancy
that makes a difference
:  Why do companies work with Katrin Andersson Limited?
They are facing change, and want a catalyst to speed up the process of:
:  Expansion and growth of the business

:  How to succeed in hard times
:  Personal leadership potential

:  What do we achieve?
Most common denominators among our customerbase. They have:
:  Succeded with successions and promotions
:  Become a recognized subject matter expert
:  Improved their strategic thinking and increased speed to market with
new product concepts in the UK and abroad

That
requires
courage.

3

amunltd
| insight || innovation ||| implementation

anna-maria berggren
‘Concept development
marketing strategist
starting with the

•  Private public sector brand promise.’

•  Industries
•  Finance
•  Consulting
•  Health fitness   Building developing
•  Travel brands

•  E-Tailing
  Service design
Partners management

•  Geelmuyden.Kiese/KetchumPleon
  Digital
•  Berghs School of Communication communication

•  Katrin Andersson Limited

4

Branding – Leadership – Change – Courage

2. BRAND MANAGEMENT
HUMAN LEADERSHIP

5

What is a
brand?
The sum of all
associations in the head
of the receiver


Inspired
by:
Åsa
Myrdal
Bra;
6

Brand touch points
Architecture
Adver'sing

www

Sales

collateral

Wholesalers
Word
of

Mouth

Customer
services
PR

The
brand
promise
Concepts
Sponsoring

Products/

Services
Events

DM
/
TM

Leadership

Employees
7

Brand management profitability
Soucre:
www.brandorienta6onindex.com

Informants
Leaders

Internal

Scep1cs
Sellers

External

8

Our core values, the value chain
KALtd amunltd

1. Shareholder 2. Customer 1. Employee 2. Customer

3. Employee 3. Shareholder

:  The brand promise defines the business objectives
:  Employees are the most valuable brand touch point
9

Human Leadership

:  In an ever-changing global economy change has become a necessity – not
an optional strategy for risk takers.

:  Change in human behaviour, business objectives and strategies – to
generate growth in good and in bad times.

:  The era we live in requires leadership skills that are human.
:  Leadership is about human behaviour.
:  ‘Human leaders’ clearly define visions, actions and results for themselves,
the business and the individuals interacting in or with the organisation.

Human leadership is an effective way to catalyst change; with the
individual as a starting point create growth and profitability in all
types and sizes of business.

10

Human leadership put into practice

:  Vision is about courage – strategy planning!

:  Action is about change – tactics execution!

:  Result is about – outcome the bottom line!

‘Why and how’ is a catalyst – explore your
Vision, Action and Results!

©

That is courage.

11

Teams, Groups :  Create vision, set direction and be
and Individuals – prepared to shift and adapt to new and
working together changing circumstances.

1+1=3
:  Be brave, recognise and constructively
approach uncertainty. Resourcefully

support each other ready to explore the
unknown, review mistakes and celebrate
success.

:  Reach outstanding potential, together
and alone. Embrace, motivate, stimulate
and retain diverse and top talent.

“Create instead of criticise “1+1=3”
discovery instead of complacency.”

12

!
Courage is....

:  to make a difference

:  be curious, “what if”

:  engage and explore the unknown “whatever it takes”

“Effective communication and leadership from senior managers
are key to drive sustainable organisation performance”.
Harnessing the power of employee communication. CIPD Report Sept 2010.

13

A common purpose and innovation of new
knowledge

In the eye of the perfect storm

It is about believing in
is about leadership and determination, the unknown and making
it happen, daring to
commitment and action.
taking risks without
knowing exactly how it
will turn out in reality.

Change

:  Digital communication a catalyst for change

:  “ The internet has fundamentally changed the pace of
business, compressing time and rewarding speed”
David Meerman Scott, Real-Time Marketing PR.

15

”With social media as a focal point;
has strategic thinking, planning and

communication changed? Or is it
simply, but not to be
underestimated, a fundamental
change in human behaviour?”

16

Paradigm shifts

:  A major shift in a certain thought-pattern

:  A dramatic change in methodology or practice

:  A transformation of social and industrial processes

“…the introduction of the personal computer and
the internet have impacted both personal and
business environments, and is a catalyst for a
Paradigm Shift.”
17

Douglas Adams
The Sunday Times 29 August 1999


Technology – Social behaviour – Demographic apartheid

3. THE DIGITAL ERA

19

Exercise: What is social media for you –
and your company?
Dating Ego trip
 ( Internet

Infrastructure Sales
tool

A process
Advertising space

Web 2.0 Networking
PR A hype!
A hobby
Mee'ng
point

Interactive digital communication on web-enabled platforms. 20

Evolution from the 15th century

21

Timelines
Communication

Past Present

Brand

22

LinkedIn
85 M members across 200
Facts figures industries, half outside the US

11 M in Europe

One new member every second

Company pages (Beta): 100 000

Facebook
500 M active users

Mankind spends 700 billion minutes
every month on Facebook

Twitter
Source:
www.watsonhelsby.co.uk
Digital
Communica'ons
and
Social

Media
–
the
challenges
facing
the
PR
industry
|
©
Watson
Helsby
2010
Total 175 M members

April-Sept 2010: + 30 M new members

60% of Fortune 500 in Sept 2010
compared to 35% in 2009 23

Technology + Behaviour = Social Media

24

Technology

1. Sites Forums

2. Social networks

3. Blogs

4. Micro blogs

5. Pictures, clips music

Källa:
Brian
Solis,
www.theconversaConprism.com

25

Social media – channels platforms...today…
High interaction creativity

Blogs Microblogs
worldpress.com
Company-generated content

Twitter

blogger.com

User-generated content
Facebook
Audio Video

SlideShare
YouTube
Flickr
Spotify
Sites Forums Social networks
Company websites
LinkedIn
Campaign sites
SmallWorld
Company/brand blogs
Bookmarking
TripAdvisor, Pricerunner

Low interaction creativity

26

Behaviour

27


The social ladder

3 Innovative conversationalist

2 Active participant

1 Visible audience

Source:
www.forrester.com

28

3 phases of interaction

3. Innovative conversationalist
•  Creates dialogue

•  Engages supporters to become active/do things
•  Builds new conversations and “applications”

2. Active participant
•  Starts to follow others
•  Responds to comments
•  Is seen and heard

1. Visible audience
•  Registers
•  Listens
•  Responds

29

Generation ‘why’

:  From:
:  I think, therefore I am.

:  To:*
:  I’m seen, therefore I am.
:  I’m heard, therefore I am.
:  I cause, therefore I am.

*)Source: Anders Sjöman, Berghs School of Communication, 2009

30

COMMUNICATION – ORG. STRUCTURE CULTURE -
LEADERSHIP

5. THE IMPACT

31

Bought and earned media
WE are a great
ADVERTISING company!!

THEY are a
PR great company!!

They ARE a
GREAT
SOCIAL company!!

MEDIA
32
Inspired by: John Moore, Brand Autopsy

Who do we trust ?
59%

Source: Jon Leach, Pattern Recognition via Leo Rayman and Digitas
19%

12%

7%

2%

Family Friends Media Authorities Advertising

33 Source: Jon Leach, Pattern Recognition via Leo Rayman and Digitas

Digital currencies
:  Money
:  Collecting

:  Knowledge
:  Good causes
:  Entertainment
:  Tips advice
:  Identity fame
:  Values
:  Personal development
:  Be associated with

Source: Scott Stratten. Unmarketing: Stop Marketing. Start Engaging.
34

The 5th P

:  Price Exchange
:  Place Emotion

:  Product Experience People
:  Promotion Engagement

Inspired by: CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh
35

Being good online is seen

as a metaphor for being
good at other things, eg.
forward thinking, quick,
nimble etc.

Source:
Digital
Communica'ons
and
Social
Media
–
the
challenges
facing
the
PR
industry
|
©

Watson
Helsby
2010

36

Corporations’ readiness
Structure Culture
CEO

COO
CFO

Legal
Public
Aﬀairs

Customer

RD
HR
Manufacturing
Sales
Marke'ng
IT

Services

37

Traditional decision making
Does not happen in real-time
CEO

Publicity

COO
CFO

PR
agency

Legal
Public
Aﬀairs

Customer

RD
HR
Manufacturing
Sales
Marke'ng
IT

Services

!

!

.

Inspired
by:
David
Meerman
Sco;,
Real-‐Time

MarkeCng

PR 38

THE HUMAN IN FOCUS
Demographic, digital apartheid

•  Digital natives
•  Digital immigrants

Source:
Digital
Communica'ons
and
Social
Media
–
the
challenges
facing
the
PR
industry
|
©
Watson
Helsby
2010

39

Demographic apartheid:

What does it look like in
your company?
Internally / Externally

40

Why and how the digital era is an
enabler for change
:  The focus has changed from inside out to outside in

:  There is the possibility and opportunity for real time
conversations between people;
:  Between society and institutions,
:  Between individuals and companies/brand,
:  Between decision makers and influencers

41

Thought leadership

External

Inside-‐Out

Outside-‐in

Internal

Inspired by www.startwiththewhy.com

42

Leadership

From 'telling and controlling’ to 'listen and interacting'

From power and control to power and influence,
to influence and power.

Reactive Proactive Interactive

43

6. THE PARADIGM SHIFT

44


Change

:  From reactive/problemfocused to proactive/
solutionfocused to interactive/online

:  Embark on a journey changing:

:  Leadership
:  Organisation structures
:  Communication strategies

45

Facing the paradigm shift

:  From control to influence
:  From few to many

:  From claim, to evidence, to trust
:  From your time to real-time
:  From power and influence, to influence and power
:  From reactive, to proactive, to interactive

“Social media are tools. Real-time is a mindset.”
David Meerman Scott, Real-Time Marketing PR.

46

Exercise

:  What does this mean to you and

your company?

:  What will you change, if anything?
:  If yes, how will you do it?

47

7. SUMMARY CLOSING

48


Summary

:  Walk your talk Brand promise and leadership
:  Be prepared Have a plan, a strategy and tactic
:  Value change Be human in real-time

49

Katrin Andersson Limited amunltd

41 Richmond Avenue a-m unltd consulting

Scheelegatan 11

London N1 0NB 112 28 stockholm

Tel +44 207 609 9665 sweden

katrin@katrinandersson.com M +46 (0) 733–24 60 72

www.katrinandersson.com a-m@amunltd.com

www.amunltd.com

Thank you. Would you like to hear more, tune in on Twitter:

@KALtd
@amunltd

Digital Communication, Workshop at City Business Library

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (20)

Semelhante a Digital Communication, Workshop at City Business Library

Semelhante a Digital Communication, Workshop at City Business Library (20)

Último

Último (20)

Digital Communication, Workshop at City Business Library