Fan Girl Dating Data

Swap ‘Why is this happening to me?’ to ‘What is this trying to teach me?’. It will change everything.
— Jay Shetty
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I have been a busy fangirl. I ‘bumped’ into Jay Shetty on my way back to my desk after lunch at work. You can google him now. I have been following Jay for a few years, and his content is inspirational but what I find quite remarkable is his ethos about stepping outside of your comfort zone and perspective.

Over the last few weeks, I have been attending events and having naughty post-event blowouts. The calories gained will be burned off when I start training for the Royal Parks Half Marathon that I am running for the Taylor Bennett Foundation.

I headed to Twickenham for the Employee and Engagement Conference London. There were some recurring themes throughout the day as the award winners presented their campaigns.

 

•    Use of data and insight to inform internal communication and employee engagement strategy.    

•    Diversity and inclusion initiatives, “should quotas be removed?”   

•    Solving the mental health crisis.   

•    Breaking the Myth: “Do Employees Leave Managers, not Companies.”  

•    Implementing Workplace by Facebook. Barriers for adoption and the success stories UNICEF and lastminute.com. 

•    Reinventing recognition schemes in the public sectors with limited budgets.

Ade Cheatham  - CEO - Cooper Parry

Ade Cheatham - CEO - Cooper Parry

There were a few presentations that stood out from Ryan from Hive and Kate from Beyond.

Ryan Tahmassebi, Head of Delivery, Hive HR    

•    How to use survey tools to manage change and create effective questions for engagement.    

•    Overcoming cultural challenges when embedding new HR technologies.  

•    Moving from annual surveys to ongoing feedback for a more meaningful employee experience.   

Businesses have now realised that the more they spend on development and employee experience the better the customer experience will be.   

Why aren't we getting employee engagement right? We seem to be missing critical insights provided by data. Some businesses are now trailing a metric that focuses on ‘Are you having a good day?’ This is a measure of physical and emotional energy.   

Could the solution be adopting an integrated approach for employee engagement that looks at   

•    Meaningful Work     

•    Great Management    

•    Fantastic Environment   

•    Growth Opportunity   

•    Trust in Leadership   

  Based on Bersin by Deloitte Engagement Model

 

Some of the key considerations when implementing an employee engagement campaign  

•    The employee life cycle.   

•    How data is used to craft a narrative to justify the organisations' objectives.   

•    The truth behind response rates and whether the data can be trusted if incentives are attached.   

•    An understanding of the current organisational culture and subcultures. Because introducing new technology doesn’t change a culture.   

•    Real thought and time to test new initiatives.  

    

Kate Rand – People Director, Beyond  

Thinking differently about our people, diversity and inclusion initiatives, agile evangelist and total wellness. A great example of cross-agency collaboration through Flipside which tackles socio-economic diversity. 

  

I went to my first Sharing Social London Event at Runway East. The theme of the meet-up was audience intelligence - what is it and what can you achieve with it. Having data and insight about audiences is something that is becoming more important as the competition for attention gets tougher.

How then does a brand or organisation extract value from existing data and make that a base for their strategy? The two speakers shared best practice and tips on how to get started. 

Emily McReynolds, Passion Digital - How can social analysis be used to inform decisions?

Key Takeaways

 

·       Start with what you have. Social listening, brand sentiment, existing audience intelligence, historical data and trends analysis, competitor data, and previous campaign data.

 ·       Develop questions that guide your data analysis and don’t look for the answers that you want.

·       Insights can inform more than messaging and tone of voice. Effective use can also help with making decisions on media spend, product and service opportunities.

Ben Davies, Media Chain

Ben Davies, Media Chain

 

Ben Davies, Media Chain - Gaming The System: An exploration into the world of gaming and social media. His talk was based on the report Gaming the system? An exploration into the world of gaming and social media

 

Key Takeaways

·       Create a map of what insights and data you are looking for, i.e. Demographics, lifestyle, spending power, social habits, media consumption patterns, and interests.  

·       Brands should build and enhance experiences instead of invading spaces. An example of a brand that has already done some great work in this area is Mercedes-Benz.   

·       The key is value, content and community.

Check out Media Chain’s research and insight reports into Black Friday & Cyber Monday 2018 partnership opportunities and Navigating the next generation fan: How football is social. I will be keeping an eye on their work as we gear up for the Rugby World Cup in September.

 

I've been reviewing themes and examples from the recent Adobe Experience Festival. The Always On, Always Personal, Always Relevant session by Matthew Harwood, Head of Digital Solutions, Royal Bank of Scotland was a snapshot into how RBS transformed the way they think about their business. It is not only about technology and data, but people & process have also been essential to their success.

·       More timely, more relevant and a better understanding of the customers has better results.

·       Spend as much time as possible with frontline staff, and build a closed-loop of feedback.

·       Bring the customer experience to life. In banking, a customer connects with buying a home rather than the process of acquiring a mortgage.

·       As channels change and your strategy evolve there is a need for the ecosystem to grow too.

Check out Data and research in PR by Claire Simpson as it’s a great place to start.

Awww you Don’t Know What AI is?


 

 

Has anyone else seen the MacDonald’s advert? You know the one, where all someone needs is an answer to the question, What is a flat white?

Well, I am every person in that ad and at the end of my version is Kerry Sheehan who kindly answers my conundrum, what does AI mean for Public Relations and Communications professions? I ran to her with all my questions about artificial intelligence.



Now I have been around AI for a while, but I naively thought that I was secure because the robots aren’t writing the press releases yet or designing the agenda for the employee engagement events, so why care. But I too had to confront the existence that we now live and work in. In my day job I am surrounded by smart people who are well plugged into their niches and fields of expertise, so after our Women’s Day breakfast, a conversation started about how AI  has become a stumbling block for women when applying to specific companies. The data that has been inputted is biased. The example of Amazon who had to scrap their AI recruiting tool as it showed bias against women. A colleague has since shared with me how AI is being used in the legal profession and examples from my world internal communications. Although there are already examples such as Attuned in Japan, Xexec, Yva, Trustsphere and Kronos. On further exploration, I discovered work being done by start-ups such as Fuel 50 and Gloat which will most definitely be taking me down a hole of learning. I want understand how AI can help us with employee engagement?  How are companies such as Microsoft already using AI to boost employee engagement? Find resources for Microsoft employee engagement summit 2018 here.  

I’m increasingly inclined to think that there should be some regulatory oversight, maybe at the national and international level, just to make sure that we don’t do something very foolish. I mean with artificial intelligence we’re summoning the demon.
— Elon Musk warned at MIT’s AeroAstro Centennial Symposium

It isn’t, however, all doom and gloom, I came to the realisation that AI in a way has been my saving grace. I am dyslexic and so 12 years ago when I started out as a young journalist, I struggled immensely and had to take a break from the media because of it. Today I have tools such as Grammarly which were non-existent. I have something that can help me develop my writing skills and gave me the confidence to come back into the industry five years ago. I'm now writing again, am working in the profession I love.  

So what can one do to equip themselves for the ever-changing world? I remember being at Best and scanning through piles of nationals and dailies to clip the stories that would make great features of the magazine or going through look books every season, that now is a thing of the past. We all now have the freedom in my communications role to focus on mapping out change and developing new creative ways to communicate.

I want to share Kerry’s advice to me from our conversation which I hope helps anyone who is sometimes overwhelmed by all the new changes like me.

 

Start reading and learning about it. What is try AI and what is automation?

  • Understand what skills are in danger and where you need to equip yourself. The CIPR AI committee has produced a skills wheel, #AIinPR in 5 years, it is a concise and clear breakdown of where we are a profession. Where are we using AI now and how do we ensure we get the most out of it. Some ideas that come to mind are media monitoring, sentiment analysis, personalisation and audience segmentation.

Image courtesy of CIPR #AIinPR

Image courtesy of CIPR #AIinPR

 

 

This week has been very exciting as the Institute of Internal Communications celebrated its 70th birthday. I headed to the London region launch event.  It was great to meet other Internal comms professionals and talk about our profession. Check our Rachel Dakin, IOIC London Director’s Video with Shootsta.

 

IOIC 70th Comms Over Coffee

Keep your eyes peeled for Part 3 of Broke Girls Guide to Professional Development in Communications, there are a few surprises planned. You can read part One and Two  here, and the unexpected post Broke Girl’s Pleas to Conference Producers .

Please head over to the CIPR AI which has  some excellent resources to help you start laying the foundations and deepen your understanding of AI and automation. I recommend this week’s episode of The Internal Comms Podcast with Katie Macaulay and her guest Stephen Waddington aka @wadds.

This week has been a bit of a blur, but I did manage to listen to the astounding Dave Trott on beating creative blindness, (live from IAB Leadership Summit) on Bruce Daisley’s very insightful podcast Eat Sleep Work Repeat. I'm looking forward to The Joy of Work: An evening with Bruce Daisley, EMEA Vice President of Twitter hosted by the IOIC on 5th April. Sally Northeast shares her learning from the book in the latest episode of of #CU on The Air podcast, listen here

Please do let me know your thoughts and experiences with AI in Comms, PR, Marketing, and  Advertising as I want to learn and share experiences.