Internal communications for a digital age
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FT presentation for CorpComms Social Media in Action event.
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Internal communications for a digital age
- 1. Educating employees to embrace the digital age Emily Gibbs, FT Corporate Communications Manager April 2013 @emilyjg
- 2. 2 Themes for today The journey of digital and social Building communities and keeping staff up to date Digital tools, channels, challenges and opportunities
- 3. The FT turns 125 1888 2013
- 4. 4 FT: a digital transformation • More digital subscribers than global print circulation • 2007: first to charge for content online • 2011: HTML5 web app, 3.8m users • Mobile drives third of traffic, 15% of subs, 12% of digital ad revenue • Social media audience: >5m, fastest growing traffic source to FT.com (35% increase in 2012)
- 5. The rise and rise of social 2012 growth: 2.1m to over 5.2m
- 6. 6 Meet the Communications Team
- 7. 7 A digital framework What does it mean to be digital?
- 8. 8 Internal communications: making it digital General Digital
- 9. 9 Neo: a social intranet
- 11. 11 Increasing use of video
- 12. 12 Digital Learning Week 2012
- 13. 13 DLW: speakers and schedule 500+ staff attended 40 events in seven FT offices over three days, with presentations from: • Social media • Data analytics • Digital in the media industry • Digital advertising • Mobile
- 14. 14 DLW: what did you think? A chance to see the impact of digital on the other teams in the building and get to see their take on developments and how it affects them. DLW has definitely made me think about some alternative ways to raise the profile of the brand with new clients.. It was a great way to make FT staff feel part of a united cause and I'm sure it will prove to be a catalyst for future collaboration. It was very helpful to learn more about FT's vision, success and challenges. I will be hoping to use the enthusiasm, motivation and curiosity clearly present in the London office to facilitate progressive thinking around innovation, delivery and product development in B2B. Great to connect with people from various companies to better understand how we can integrate social media. A fantastic way of connecting the digital divide. Great innovations can originate from the simplest of things.
- 15. 15 DLW: measurable results • 73%: expanded personal knowledge of digital • 71%: motivated to find out more • 67% applying learning to their job • 58% have shared content • 85% rated the quality of discussion very highly • 86% rated the relevance of sessions very highly • 11% increase in intranet hits
- 16. 16 Keeping up momentum: lunch and learns Online advertising: whats next? Digital design on FT.com and mobile Social media at the FT Business of digital content Personalisation of FT.comChanging landscape and editorial
- 17. 17
- 18. 18 Social media: systems and tools 80-90% Twitter Radian6 Socialflow
- 19. 19 To recap… Social intranet Better use of video Engage through social media Supporting social & digital Ongoing digital training Corporate Google and resources Face to face
- 20. 20 A message from @r_g (Rob Grimshaw) “Sitting across our 2013 objectives are two important themes: The first is simplification. The second is community.”
Notas do Editor
- Hello and thanks for having me. As you can see I ’m corp comms manager at the FT. From an internal communications perspective, this means two things to me: Building affection for and understanding of the FT brand among our people Helping them adapt and embrace the digital age
- DLW aimed to inform, educate and create a dialogue with FT staff about all things digital and social media, plus enhance digital skills. We held 40 events in seven FT offices around the globe, with a range of internal and external speakers. Presentations, panel discussions, interactive workshops and online learning courses. [CLICK] Agenda created based on feedback from staff survey – show themes – and we installed new digital screens to display events across the week. These are now used to show KPIs and strategy in FT ’s main offices. Several hundred staff attended sessions in person, with key presentations filmed and added to Neo for later viewing. Insight: Of course, one of the challenges we faced when running DLW was that the technology had to be absolutely seamless. It wouldn ’t have been possible without an AV team on hand who arranged sound, lighting and stage set up and also filmed and edited videos to post on the intranet shortly afterwards. To coincide with launch, we also installed digital screens on every floor of the building. Throughout DLW these showed the schedule and speaker information each day. Post DLW, they’ve become a valuable tool for displaying key FT business highlights, performance indicators, social media stats and strategy information.
- There was strong appetite for more social media training and information for staff following DLW, so we’ve introduced ongoing initiatives to support this. Here’s an overview of our social media strategy – if you like a check-point for everything we do on social media. Whether it’s internal, external, commercial or editorial, everything that we do must meet one of our strategic objectives. A bit about we structure social media at the FT: At the FT we have a social media manger who is responsible for social media from a commercial perspective. Works closely with two social media editors in the newsroom. Together they oversee all official FT channels (FT ’s social media audience is more than five million) including 55 official FT Twitter channels, plus numerous Twitter accounts belonging to FT staff. Note: how many here are responsible for official Twitter channels etc? Content is an interesting question here. Aside from editorial coverage, what do we talk about on social media? We use the channel to break down the mystique and veneer of the FT and offer our audience a ‘behind the scenes’ look at the company. This includes photos of our daily editorial conference, archived images, team outings, FT media coverage and competitor and industry news. Working for a media organisation, we are in the interesting position where one of our biggest assets – our talented staff – are often a brand in themselves. High profile FT reporters are well known on Twitter and use the platform to seek readers' views and experiences. While this is immensely powerful, I ’m sure you’re all aware of the personal and professional reputation risks associated. To support this internally, we have recently launched the new social media hub. In order to give all staff some guidance on using social media well, both professionally and personally, we have just launched a new internal social media hub . This builds on the social media guidelines we developed for staff in 2011 and includes a series of how-to guides, bespoke videos, best practice tips, industry news and FT policies. Go-to point for staff wishing to learn more about social media, whether in editorial or on the commercial side of the business. Editorial corner. Still to come are Chinese language guides for Tencent and Sina Weibo as well as further editorial guides such as social media and the law and growing communities. As well as the hub we run quarterly social media strategy meetings with staff from teams across the business. As well as an update on social media at the FT and chance to brainstorm because often, the best ideas come from those not working in digital. We also have monthly drop-in sessions for staff with our social media manager – informal training if you like, and tailored social media training sessions for editorial with experts from LinkedIn and Twitter. Neo Social media hub: ( Strategic objective: empowering FT staff) Some of you may have noticed, we recently launched a social media hub on Neo designed to educate staff around the use of social media and how they can use it both personally and at the FT. The aim is to equip employees with the tools and knowledge to go out and do it well. The hub will include a series of how to guides, videos, statistics showing where the FT is at, case studies and industry news and content. Promote FT video more heavily - through social media and via partnerships. Watch for free kicker on videos Commercial partnerships Hiring somebody to work solely on video promotion so we can start to monetise our content through advertising Social media staff accreditation: (Empowering FT staff) Build on DLW and the soon to be launched Neo Social Media Hub with additional training opps and a social media certification program. Dell example: Dell model: Over 24,000 Dell employees social media trained 3,000 have completed 3 training courses & become internally certified to speak on behalf of company Allows response times to be reduced – more people addressing the message “ They understand that it’s not about controlling the message, but making sure that everyone in the organization — or as many people as possible — can be a part of the message which, in effect, controls it.” - CEO of Social Media Explorer, a digital marketing agency and education products company The Web app redesign Flipboard FastFT