Future channels 2022 and beyond
Incorporating Short-Form Content Into Your Communications Strategy
Why care about this talk?
Why care about this talk?
Are we failing our audiences?
*contact mike@soundbite.ai for an exhaustive list of reference surveys, studies, across industries, and neutral parties.
Agenda
About mike
Co-founder Soundbite.ai
- Async work and comms expert
- My personal mission is to help people communicate better and realize the work-life balance they want to have.
lets talk tiktok
2000's
Facebook, Twitter, Blogs.
Taking your personal life for everyone to see.
Interactions limited to likes and poking your neighbor.
2010's
Facebook builds a home for millennials to post and share about life.
Engagement driven by relationships and clicks.
2020's
All generations move from sharing to creating and making an impact.
Engagement is driven and measured by audience interests, content engagement, and value.
Legacy SOcial media
Facebook, Twitter, and Instagram posts are based on social graph.
Modern social intranets and employee communications apps are modeled after legacy social media.
THE tiktok Shift = why this matters
2000's
Mass email and physical signage go mainstream.
The first modern intranets, digital signage, and social web parts come to market.
2010's
Intranets and employee apps get social and easier.
Email and digital signage tools add features.
Does anyone see 2020 coming?
2020's
Over a 325 million people move to Microsoft Teams to serve remote, hybrid, & frontline employees.
People move from social media 1.0 to 2.0 en masse.
How do we keep up?
Covid-19, remote, & hybrid work have forever disrupted the role of internal communicators and technology.
In response, we created more statements, emails, posts, meetings, all distributed with outmoded technology.
Today, internal statements crafted and emailed by the corporate communications team are no longer enough.
People want to hear directly from their leaders, understand their perspective, learn from them, and feel deeply connected to the work they do.
Why Does this all matter?
in order to
"be heard"
you must
tiktok
believe Creators are The future
of social media & Internal communications
Soundbite
Some TikTok stats that stand out include:
Ready to Jump?
-
Problem solver and leader!
-
Believe everyone is a creator!
-
Audience preferences change!
-
Everyone has a story!
-
Authenticity over everything!
-
Enable and trust!
mind the (Mindset) gap
making the jump
The Disruption Playbook
Process – How it exists today, and how it will change.
- Process drives technology, not the other way around.
- Next-gen comms technology changes the way you behave and disrupts legacy applications such as email, intranets, communications apps, etc.
- The key is to disrupt the creation and engagement process.
Technology – What is required to enable this change?
- It wouldn’t be a digital transformation without new tech of some kind.
People – If any, to operate it?
- What skills do they need to “power” the change?
Data – Can you get it?
- To support the disruption process you must consistently measure and improve upon its effectiveness.
How TO Lead digital Disruption?
- Mindset of addition to current fatigued channels such as email, intranet, apps
- Treating as one-off "try"
- Thinking this is about produced content eg. Short Podcasts & Video Series
short-form Pitfalls
what you can Learn from others
- This is a new medium
- Top down & bottom up
- Creators first
- Where good ideas find you
- Enable & support
- Point in time & evergreen
success
what you can Learn from others
| Challenges |
|---|
| Frontline |
| Internal Comms |
| Too many emails |
| Too many meetings |
| Thought leaders |
| Intranet Traffic |
| Culture |
Making the short-form Business Case
| Use Cases |
|---|
| Many |
| Do more with less |
| Replace Newsletters |
| Replace Meetings |
| Topic Based Sharing |
| Calls to Action |
| Many |
| Outcomes |
|---|
| Engagement |
| Scaled and strategic |
| Better engagement |
| More freedom |
| Empowered |
| Realized results |
| Inspired and unified |
- Human voice is connection
- Reach neurodiverse audiences
- Easy to create from anywhere
- Share more information faster
- Naturally inclusive format
- Engage anywhere & anytime
- Portable with no screen required
Why is short-form audio a great place to start for creators and audiences?
short-form canvas
To help internal communicators like ourselves, we created this canvas to ideate and execute short-form communications.
the Complete canvas
What?
Where?
Why?
Style
Resources
- What is this Soundbite going to be about?
- Who will voice this Soundbite?
- What are we asking people to do?
- What business outcome are we expecting to create/assist creating?
- Where will this Soundbite appear?
- Who are the audience for this Soundbite?
- How will we know this is the right channel?
- Do we want to require people to listen to this Soundbite? Why?
-
As a listener, is this Soundbite useful to me?
-
As a listener, do I find my Soundbite engaging?
-
As a listener, can I easily take action from insights shared?
-
As a listener, why would I recommend this to others?
- What is the required tone for this Soundbite?
- How long should this Soundbite be?
- What is the CTA?
- What is the story we are telling?
- What resources do we need? (A/V support, creative, specialist audio, IT support)?
Success
- What are our success metrics?
- Why are these our metrics?
the Executive Canvas
What?
Why?
- What is this Soundbite going to be about?
- Is this part of a series or on a topic of interest?
- What am I asking people to do?
- What business outcome that I want to help create or assist creating?
-
As a listener, is this Soundbite useful to me?
-
As a listener, do I find my Soundbite engaging?
-
As a listener, can I easily take action from insights shared?
-
As a listener, why would I recommend this to others?
Success
- What are our success metrics?
- Why are these our metrics?
- EG) Engagement, Acknowledgements, Actions Taken.
example successes
LIVETILES
"Short-form audio allows us to engage our workforce with important messages, critical updates, knowledge sharing and a little bit of fun." - Simon Tyrrell, CTO
Box Hill institute
"With a new hybrid way of working both remotely and across our three campuses, we needed an internal communication solution to break through the masses of email and connect with our employees on a deeper level." - Sam Little, Director IC
GET IN TOUCH
+1 314 856 8504
https://www.linkedin.com/in/lantzy/