865 1500 word + chart

slkdgha

CommunictionPlanMBINEUPSCommunications.ppt.pdf

Home >English homework help >865 1500 word + chart

IBM Global Public Sector

Public Sector Communications

Sean Gresh

V 15

IBM Global Public Sector Communications

Public Sector Communications 2012 § Public Sector Update – Bi-weekly

§ Newsletters – Quarterly § Kudos Awards/Newsletter – Quarterly § Scorecard letters – Monthly/Quarterly § Executive presentations/speeches: external and

internal audiences

§ Executive letters – As needed § Public Sector All Hands Call – Quarterly § Public Sector Leadership Team Call – Monthly § Executive presentations/speeches: external and

internal audiences

2012 (New and Recommended) § Social media

- Anne to launch her own external blog similar to blogs of other IBMers (Sandy Carter) and former IBMers (Irving Wladawsky-Berger)

- Anne to contribute blog entries regularly to the three blogs now being developed for (1) Healthcare, (2) Government, and (3) Education.

- Twitter: Anne to input entries weekly - Note: Sean to spearhead blogs & twitters with

emphasis on authenticity - Recommended: Anne to establish personal blog (

§ Three Town Hall Meetings (Recommended) in geo locations in conjunction with regularly scheduled client visits or conferences.

§ Two major speeches: the first on Smarter Cities – proposal to be reviewed and then submitted by February 15, 2012 to City Club of Cleveland and related forums. The second TBD.

§ Public Sector Communications Advisory Board –6 members – quarterly call. Review communications across the Public Sector. An ad hoc session was held on Jan 11, 2012.

IBM Global Public Sector Communications

Public Sector Leadership Team Calls

The Public Sector leadership team meets monthly via a PSLT call and its objective is to enhance communications with PS leaders and key stakeholders. Its focus is on key IBM, Public Sector, and management issues -- initiatives, plays, execution, etc. Each month it features at least one priority issue that impacts the entire PS team. And another objective is to have leaders cascade key issues down the leadership chain.

Metrics: § Monthly call § Includes industry leaders from Government,

Education, Healthcare, Life Sciences and Smarter Cities and their respective leadership teams

Comment § Response has been positive § Meetings are well organized and content

relevant to issues facing leaders across the sector

Recommendations § Produce and distribute a high-level summary

of each call in order to reinforce messages and to serve those who cannot participate

§ Include an interactive segment – 15 minutes of Q&A – on a selected topic of importance to PSLT

§ Conduct a focus group – 5 to 6 members – to discuss effectiveness of each call

§ Draft a letter for the GM to distribute to the PSLT soliciting input for upcoming meetings

§ Establish an editorial calendar with topics 3 to 4 months in advance

IBM Global Public Sector Communications

The Public Sector Update is a bi-weekly newsletter with an executive letter followed by news and information related to the Public Sector in general and to specific public sector industries.

Metrics: § Bi-weekly – 26 issues § Sent to 3600: Public Sector Community § Received by 1700 or 47% (average) § Responses: 8 (average)

- Very useful: 66 % - Useful: 44%

§ Comments – very positive

Public Sector Update

Comment § Very positive responses

- Comprehensive - Easy to read – uncluttered - Inspiring messages from GM

§ Challenges - Receiving content input from industries - Administrative requirements are time

consuming

Recommendations § Continue publication § Feature periodic executive messages from

industry GMs § Add a wins section (brief descriptions of

each win)

IBM Global Public Sector Communications

Metrics: § Monthly and quarterly § Sent to 3600: Public Sector Community § Responses: 16 (average)

- Very useful: 77% - Useful: 23%

Comment § Very positive responses

- Quick overview of progress, areas to focus on

- Action items are timely § Content

- Covers large issues and trends - Keeps focus on priority areas - Process of gathering data is smooth

Recommendations § Continue Kudos award recognition program § Add paragraph to highlight one key win in

each of the four industries and Smarter Cities (keep it net)

The Public Sector Scorecard Letter is a monthly and a quarterly publication that updates members of the Public Sector community on the team’s performance. It highlights areas of growth, problem areas, and includes a course of action to address the problem areas.

Public Sector Scorecard Letter

IBM Global Public Sector Communications

Metrics: § Quarterly – examples include: Smarter

Cities, Analytics § Newsletter – Spot check on reception: March

24, 2011 - Sent to 3600 - Public Sector Community - Received by 1799 or 48% (average)

Comment § Very positive responses

- Larger readership than the Public Sector Update

- Solid feedback from the analytics and Smarter Cities teams et al

- Typical response: “I am continually inspired. Love it!!” Robin Cox, PS, Federal

Recommendations § Continue publication § Schedule 4 issues per year § Newsletter editorial calendar 1Q and 2Q

2012 - February – Social Media in Sales – Ginni’s

mandate, Blogging, Twitter, etc. - May – Security: Offerings, Best Practices,

Resources

The Public Sector Newsletter is a quarterly publication that features a direct message from the GM on key IBM priorities and issues, including topics like analytics and Smarter Cities.

Public Sector Newsletter

IBM Global Public Sector Communications

Metrics: Spot checks: § 4Q’10 All Hands Call (January 25, 2011)

- Invited 3400 – Public Sector Community - Accepted: 966 or 28% - Participants on call: 337 (9% or 36% of those

accepting invitation) § 1Q All Hands Call (April 26)

- Invited 3600 – Public Sector Community - Participants 286 (8%)

§ 2Q All Hands Call - Invited 3600 – Public Sector Community - Participants on call: 250 or 7%

Comment § Response of colleagues is positive § But participation rate is low § Content is thorough & relevant

Recommendations § Based on research, suggest sending one invitation & 3

reminders before each All Hands Calls § Do two separate calls each quarter – One for NA/EMEA

and one for AP § Calls must be interactive § If only GM, shorten call to 15 minutes (audio) § If GM & industry leaders: 35-45 min webcast with

- very short messages followed by a brisk-paced Q&A Open phone lines for Q&A – minimum: 15-20 minutes

- Known guest (SVP level) who can attract viewers - Feature one or two leaders from Kudos recipients

§ Send exec summary after call to PS community

Public Sector All Hands Calls

The quarterly Public Sector All Hands calls feature a personal report by the GM on the quarterly performance of the Public Sector across all four industries and Smarter Cities. The report features highlights of the quarter (wins, key initiatives, etc.) and focuses on key areas that need attention.

IBM Global Public Sector Communications

Metrics: § Newsletter is sent to 1600 members of the Public

Sector community § A selective sampling of opinions from Public Sector

sales teams across the world indicate the Kudos award recognition has been well received.

Comment § Very positive responses to the Kudos awards § Interest on part of those nominating teams has

increased, as industry teams engage in more deliberation to select nominees.

§ Process of nominating and publishing the newsletter is in place.

Recommendations § (New) Feature two teams from each industry and two

from Smarter Cities instead of a single team from each: - This would enable more teams to be recognized from

the many who often are equally qualified for the Kudos award.

§ Feature one or two of the Kudos team award winners on PSLT calls with a Q& A segment featuring their performance and how others can emulate them.

Kudos Public Sector

The Kudos Public Sector quarterly newsletter recognizes the outstanding performance of sales teams in the four Public Sector industries and Smarter Cities. One team from each industry and Smarter Cities is chosen for their contribution in areas including: value creation, delivery outcomes, and sales eminence.

IBM Global Public Sector Communications

Public Sector Communications Brand

Comment § Public Sector communications has a consistent look and

feel § The formats are easy to read: § Responses:

- “nice concise and consumable update” Honor Sherlock, Market Development, NA

- “Very interesting…with a real time input on the current status. Also like the brief format.” Thomas Mollerup, PS, Client Manager, Denmark

- “ Newsletter is “not only useful for PSS team but also good for all teams…” Chen GENG, Mgr., Corp Citizenship, Corp Affairs, Beijing, China

- Jan 2012 responses: § ”…articles were insightful & on point with the 2015

IBM Roadmap.” Renee Cunningham, US West § “This communication format enables me to easily

share IBM news through various social network channels & with colleagues.” Beth Tracy, Austin, Texas

Recommendations § Stay the course § Create Communications Advisory 1Q to meet

quarterly to assess overall communications, including publications

§ Conduct 2-3 focus groups (via calls in 4Q) to get feedback on selected publications.