public relations and the "s" curve: adoption, innovation and moving forward

Binhammer Social BusinessSocial Business & Communications Consulting

Communications:InnovationAdoption

Disruption& the Dreaded “S”

CurveSpin Sucks Webinar, July 7, 2014

2Binhammer Social BusinessSocial Business & Communications Consulting

Business Stakeholde

rs = Legitimacy

EmployeesCustomers & Potential ones(shared with marketing)

Investors/Ownersshared with IR

Communities of Interest to the business- By physical location- Regulators- Special interest groups- Philanthropy- You name lots


Traditional Public Relations and Communications Strategies


Broad Adoptio

n


The “S” Curve of

Technology Adoption

5

We are here today…will we make it over the curve and really adopt to new things?


Four Factors ForcingMore


Why Skills Matter?

Behind every social strategy & use of

social platforms by business

The need for professionals with

increasingly deeper and sophisticated skills


Rapid Change & Adoption: Pressure Points On Skills, Impacting Business and Success • 74% of business executives say their company

has a digital strategy, but only 15% believe that their company has the skills and capabilities to execute on that strategy.

• 68% of business-unit leaders believe the functional teams in their companies act as barriers to effective coordination.

“The need to think of your company as part of a dynamic ecosystem of value that connects digital resources inside and outside the company” Forrester, Future of Business as Digital, March 2014• 66% of marketers feel digital is critical to their

company’s success and yet less than half feel highly proficient in digital marketing. Most digital marketers don’t have formal training; 82% learn on the job.

Adobe, Digital Distress Study, Sept 2013• Executives cite overall organization

shortcomings, including: new approach to managing talent by applying flexible team structures, engaging outside collaborations…and building and acquiring the skills necessary to carry out a digital business agenda….companies need to be resourceful in developing homegrown skills.

McKinsey 2012, Digital and Executive Challenges• The top 3 executive concerns related to social

adoption: 1) IT security 2) skills 3) complianceHootsuite IDG white paper, March 2014

• CEOs indicate concerns about finding and keeping the talent their companies need to realize their digital goals.

McKinsey August 2013, Bullish On Digital• 65% percent of social media staffers juggle other

responsibilities, while only 27 percent focus exclusively on the emerging platform.

Ragan Survey, December 2012 • By 2018 the US is predicted to lack around 1.5

million managers and analysts with sufficient technical and digital know-how to make effective decisions.

• Over 90% of the companies stated that they did not have necessary skills in the areas of social media, mobile, internal social networks, process automation and performance monitoring and analysis

• Despite the skills shortage, only 46% of companies are investing in developing digital skills. Only 4% of companies interviewed are aligning their training efforts with their digital strategy.

Cap Gemini, The Digital Talent Gap, 2013• 64% of marketers expect their role to change in

the next year and 81% believe their role will change in the next three years.

• The path to reinvention remains a challenge. Respondents cited lack of training in new marketing skills (30%) and organizational inability to adapt (30%) among the top obstacles to becoming the marketers they aspire to be.

Adobe, Digital Roadblocks, March 2014

11


The Framework

Talent Assessment

Across Organization

Mapped to Strategy

Requirements

Content Production

Project Management

Skills particular to Social Media

Social Specific Skills

Social Media Center of

Excellence Leadership Skills

30+ competencies. Basic, Intermediate & Strategic

Levels

Processes, Internal & External

Tools, GovernanceResources

The Social Strategy for Business


How it Works

Focused on social skills across

business departments

Integration of social skills into various business functions

1. Identify ideal skills inventory to deliver the Social Strategy. Do you have them?

Alter Strategy/ExpectationsProfessional skills development

Hire staff with required SkillsUtilize agency resources

Redefine Business-Agency Mix

2. Identify skills inventory in place. Determine how to proceed with the Social Strategy.


Traditional media itself

is being disrupted


MediaPaid

OwnedEarned

Spray and pray


Easy:

Visual Counts

I said that a year ago…think I am wrong


1) Visual + text or as supportive to text

2) Visual = language of its own


Issues of Visual

Literacy&

VisualCommunication

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Thank YouBinhammer Social BusinessSocial Business & Communications Consulting

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