D IGIT A L F IR S T S TR ATEGY D i g i tal co mmu n i cations i n a remote -w o rki n g en vir onm ent 1
Contents
This document has been created to offer key recommendations to ‘Digitise’ and adapt your organisation’s communications content and strategy in order to boost audience engagement in a remote-working environment. 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 12 | 15 |
Overview Behavioural shifts Content creation Social Media Events & Meetings Wider tools Strategy recommendations Tactical recommendations Cicero/AMO Support About Cicero/AMO
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Digital First Strategy Overview As companies roll out working-from-home policies amid the Coronavirus outbreak, the behaviours and methods in which stakeholders, associates, partners and clients access information will naturally change as people adapt to new workflows. In the transition to remote working, digital media will play a key role as the primary method of communication with your network. The following report outlines key digital media strategies and tactics that can be practically implemented, minimising disruption of key communications and wider company activity, some of which have been guided by findings from business activity in China during the outbreak. For further information on the details included within this document or how this publication was produced, please contact: Kris Makuch, Director of Digital Kris.makuch@cicero-group.com
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Behavioural shifts
Unit: 100 Mil
Average Daily Active User Scale 8.50
8.50
8.49
8.45
Unit: Mil
Average Daily Active User Scale
96
92
-0
1/ 03
90
24
17
1,249
/0 2
-2
3/ 02
1,245
/0 2
-1
6/ 02
1,250
/0 2
02
/0
3
-0
9/
02
1,252
10
-0
2/ 02
01 6/
1,253
/0 1
2
1,247
27
5/ -0
1/
Average use time
1,226 01
01
1,200
98
94
93 1,220
1,224
03
100.0
93
-2
94
1,210
-0
3/
2 /0 24
17
/0
2
-2
6/ -1 2
/0
458
02
461
02
02
473
9/ -0
Average Daily Active User Scale
10
/0
3
-0 02
1 /0 27
/0
467
02 2/
6/ -2
9/
452
01
408
1
-1 20
/0
1
-1 1 /0
06
/1
2
-0
2/
5/
01
01
380
394 01
382
387
13
390
1,220
110.0 105.0
100 97
1
108.7
108.5
107.0
400
102 98
/1
410
30
115.0
113.3
420
104
1,230
9/
120.0
430
/0
440
1,240
-1
450
106 103
20
125.0
108
104
104
1
460
130.0
1,250
2/ 01
129.2
106.2
/0
135.0
132.3
13
130.2
470
133.3
133.0
1,260
-1
480
Unit: Mins
30
Unit: Mil
Unit: Mins
2019 Feb average Daily Active User Scale: 922.7 million 2019 Feb average use time: 128.4 minutes
/0 1
2019 Feb average Daily Active User Scale: 376 million 2019 Feb average use time: 110.8 minutes
8.40
2020 Social Networking User Behaviour
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2020 Online User Behaviour
Average use time
As people work from home their online habits change to find alternative means of accessing information through smartphones, tablets and laptops. Using findings provided by our parent group Havas Media we have analysed the behavioural switch of China’s online users during the COVID-19 outbreak and identified key trends allowing UK and EU companies to prepare communication strategies in-line with online user behavioural expectations. Source: Havas Group China
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8.39
8.30
8.20 2019 Spring Festival
2020 early January
2020 Spring 2020 after Festival Spring Festival
Key findings: • Time spent on digital channels continues to increase. • Video usage and viewing time remains above January levels. • Daily active usage of video increases significantly. • Short video has sky-rocketed and maintains elevated daily active users and viewing times. • Social maintains higher daily usage, however use time drops to pre COVID-19 level.
Content creation
As digital media becomes the primary source of information, content should be developed with the end-user in mind and reflect a more digital-led approach. Content should be syndicated and packaged in ways that are optimised for appropriate digital channels. The underlying challenge of a digital-first strategy is that technology cannot match the personal approach of face-to-face meetings and events. Therefore all measures must be addressed to provide streamlined and efficient communications that utilise all tools available and deliver your messages in an engaging manner. We recommend creating and adapting content for the following mediums to maximise engagement through digital media: • • • • • •
Animation and video Graphics / Infographics Webinars Podcasts Downloadable White-Papers Personalised email newsletters based on affiliation segmentation 5
Social media
Research suggests that social media channels will maintain higher daily usage than before the outbreak. This is to be expected as people look to online networks to stay up to date with breaking news and community updates. However, social media usage time (the time a user spends per session) is much lower compared to previous behaviour suggesting that even though people are checking their social feeds more regularly, they are engaging less with the content that they see. To utilise the higher social usage and counter the trend for lower time usage, a more targeted approach is required to ensure that audiences see relevant posts and read important updates. • Prioritise key social channels: LinkedIn and Twitter are key channels for professional and media audiences. Focus resource on crafting content that reaches communities where your audience will be. • Use video: All posts should include multimedia graphics or video where possible. Videos and GIFs receive 10x more engagement than text-based posts. Subsequently, posts with tailored videos receive even higher engagement rates. • Quality over quantity: Switch to a ‘less-is-more’ approach focusing resource on engaging materials that are syndicated into multiple posts, optimised for different segments of your audience. • Pay-to-play: Maximise the opportunity for audiences to view posts by using targeted advertising to reach key demographics that organic posts struggle to reach. 6
Events and meetings
As communities lock-down, corporations are forced to rethink major events to ensure public safety. Facebook cancelled its Global Marketing Summit, IBM’s developer’s conference was live-streamed and Google’s Cloud Next event was switched to an online event. Online facilities can help limit the disruption to your events schedule and offer an alternative format whereby people can engage with your brand in a more comfortable and relaxed environment. The following services provide solutions for different types of events and meetings. • Microsoft Teams: If your company uses Office 365 this is a great solution that can be easily integrated. Teams was built for internal communications so is suited more towards communication between internal teams. • Zoom: Includes both voice and internet calls, video calling and intuitive user interface. A great solution for conference calling and smaller round-table events. • Webex: A great solution for hosting Webinars. Ideal for presentations and slideshows where participants can interact and ask questions via a chat forum.
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Key tips: • Screen-capture and record your webinars. This can be edited and reformatted for publishing across wider channels. • Split large events into multiple smaller groups and present a series of webinars/conferences. This may require more resource but allows for tailored sessions offering a more personal approach to key groups. • Followup events with a personal approach. Pre-scripted emails can be effective following live events, but follow-up phone calls and personal emails will help maintain relationships when face-to-face is not possible.
Wider digital tools
Community is more important than ever, with digital media offering powerful opportunities for organisations to tell your story and engage your network. Outside of our key recommendations, it is also worth noting the following tools: • WhatsApp: Once viewed as a purely personal App, WhatsApp has since grown into a powerful marketing and communications tool. Great for setting up groups and immediately updating small communities. • Microsoft Teams: Aforementioned for internal meetings, but worth also noting that its integration with wider plug-ins (Wikipedia, Adobe and Salesforce), allows for a potentially powerful collaboration solution across teams. • Facebook Advertising: If you are looking to reach wider audiences in a consumer space, Facebook advertising offers you access to both Facebook and Instagram communities that align with your key audience characteristics. • Google Display Network: Easily the most powerful advertising tool on the web, offering advertising space across websites around the world. If you are looking to engage specific demographics the GDN can provide you with a platform to reach new and existing audiences efficiently and cost-effectively.
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Strategic recommendations
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Plan and prepare: Ensure that digital communication is at the heart of your strategy as your associates and stakeholders move to a more agile working model.
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Maintain brand exposure: It is important to continue communication with your network and transition usual workflows to relevant digital technology.
Three
Be careful with messaging around epidemic: Audiences are naturally concerned about the epidemic and therefore brands should be sensitive with any messaging that refers to COVID-19. Messaging should be centred around meaningful and authentic content. 9
Tactical recommendations
One Two Three
Design content with news-feeds in mind: As Digital Media becomes the primary source of information, social and news-feeds will occupy most of the online-user time.
Utilise wider tools: The downside of digital media is that it can be relatively anonymous. Embrace more personal apps and technology such as WhatsApp and video conferencing to maintain relationships.
‘Digitise’ content: Format content to suit digital communities by creating videos, creative content and targeted adverts to communicate with your audience online. 10
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C i ce ro/A MO S u p por t
Agile Public Affairs
Our public affairs team are ready to support in the transition to agile working ensuring that activity and productivity continues during the migration to mobile technology. The list below outlines further themes and mechanisms which will enable you to continue engaging with political stakeholders and key policymakers in a manner that will complement digital comms and online strategies: • • • • • • •
Stakeholder mapping Messaging, narrative and collateral refresh Perception audits Webinar event support Policy audit trackers Consultation responses Online training including: • Media/ crisis comms • Select committee training • Public Affairs 101 training • Polling and online focus groups
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Digital media support
Infographics • • • •
Visual composition developed from facts and statistics. Data visualisation and graphic development. Expert understanding of specialist topics across corporate industries. Delivered as both online and print ready documents.
Animation • • • •
90 second animated videos ideal for explaining complex information. Scripting, storyboarding and project management. Data visualisation and motion graphics. Editing and post-production including voiceover, music and subtitles.
Digital marketing (Paid) • • • •
Google Display Network and YouTube advertising. Audience profiling and targeted distribution. Content and creative. Campaign management and reporting. 13
Digital media support
Social media advertising • • • •
LinkedIn, Twitter and Facebook advertising. Audience profiling and targeted distribution. Content and creative. Campaign management and reporting.
Social media company audits
• Social media audit of all previous company activity. • Metrics include awareness, engagement and sentiment. • Benchmarking with wider industry and competitors.
Email newsletters
• Email template design in-line with latest email client web standards. • Development in MailChimp, Marketing Cloud, Campaign Monitor (etc). • Database management and audience segmentation. 14
Communicating complex information via modern media through innovative and engaging content. Cicero/AMO’s digital specialists give you the tools to decode the online landscape, helping optimise your communications across both online and offline channels. Our design and data-visualisation experts create content and videos and guide target your audience through social media advertising & digital marketing. Our team of passionate creatives bring your communications to life in innovative and engaging ways. Client experience
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The information included in this document was created using ideas and concepts developed by Cicero/AMO For further information on the details included within this document or how this publication was produced, please contact: Kris Makuch Director of Digital kris.makuch@cicero-group.com