Presentation 22

Coms. V 2014

the new coms disciplines (as seen from outside coms)

Leandro Herrero MD MBA FCMI FioD,FRSA

“Banking is needed, banks are not�

Your function is not needed

Stable Predictable Complicated Unequivocal Structured

Volatile Unpredictable Uncertain Complex Ambiguous

? Â

Casualties of VUCA +RIP Continuous improvement

+RIP Benchmarking & Best Practices

+ICU Traditional Strategic Planning

+ICU Traditional competency models

+RIP

+ICU

Top down change

Customer driven innovation

5

7 shifts and new disciplines

Behavioural economics (managing irrationality) + gamification

Traditional (social) psychologY

1

Network theory.

Network curation

Organizational theory

2

Advocacy, Activism and Social movements (crowd-surfing) [brand activists]

Employee Engagement (air time, employee voice etc) [brand ambassadors]

3

Storytelling.

Compelling big narrative, social purpose & space in the world

Corporate comms messaging on mission, vision & strategy

4

Bottom-up, grassroots, peer-to-peer, behavioural (Viral) change ™

Traditional Change management (topdown communications) Hierarchical

5

Information, dictation, guidelines, instruction.

Top down communication and training programme

x

All management hierarchical layers

x

Change Outcomes

=

x

Small number of highly connected, highly influential people

Small set of non negotiable behaviours

Traditional

Peer-to-peer informal networks

x

Viral Change™

=

12 Â

13

6 Brand broadcasting Push-down information unidirectional (DEFENSIVE) PR AUDIENCE

brand as behavioural dna Pull, scale-up behaviours (engagement) COMMUNITY BUILDING

“RE-MARK-ABLE”

worth remembering worth telling a story

noticeable, noteworthy, striking

extraordinary, special, outstanding, singular…

The seven disciplines of new coms

1.Behavioural economics 2. Network theory 3.Social movements & (DIGITAL) activism 4.Storytelling 5 Viral change™ 6 Behavioural branding 7.  (urban & generational) social anthropology

Coms.reboot.2014

The new coms academy

Part 1

Part 2

1.Behavioural economics 2. Network theory 3.Social movements & (DIGITAL) activism 4.Storytelling

5 Viral change™ 6 Behavioural branding 7. (urban & generational) social anthropology [THE GLUE DAY]

Leandro-Herrero@thechalfontproject.com