Visits to structurally weak areas like Berlin are sometimes worthwhile. The special economic zone on the Spree (the 4 largest employers: hospitals and transport companies) is home not only to innovative service providers (such as us) but also to influential editorial offices and associations. One of them is the Federal Association of German Banks, fantastic host of the 46th Web Excellence Symposium. Here is an uninhibitedly subjective review.
The BdB offered a top location in a scenic setting. Right next to Museum Island and walled-in, subtly fragrant Spree River, it offered highly interesting views to the 50 digital communications executives in attendance.
However, one did not look through windows at construction cranes and daringly planned building projects on Berlin's swamp. Instead, one looked directly into Windows of Opportunity, at provocatively obvious possibilities of what can be done to actually start something new in the digital transformation in the communications department, to launch a digital future worthy of its name.
"Communication at the Crossroads"
"Communication at the Crossroads" was how Christopher Storck introduced his presentation on "Corporate Communication 2025. He was right. And everyone present understood: 2018 will have been the year in which digital communication could become anything: Pioneer or even boss in the digital transformation ring, or else: detached editorial pool and system administrator. What do we want?
Learning of this Conference:
- The future is not a distant "vision," a "plan" that can be right or wrong. There is only determined change, now, here and today, despite or precisely because of the well-known resistance in large organizations.
- Not having a personal utopia is definitely not helpful. If you want change, you need a desire and a will, a strength and a motivation to start it IMMEDIATELY. In communication departments, this is possible. And in 2018, it's required. Otherwise it's too late for leading roles.
- You should relate the "agile" to yourself. Agile yourself, otherwise others will do it.
Windows of Opportunity - what is possible in digital communication.
- Yes, you can commit marketing and corporate communications to common goals. You 'just' have to swear everyone to a common strategic framework.
Dirk Popp, here.com - Yes, you can centralize digital communication in a "corporate agency" so successfully that you get better at it and also make massive cost savings. You 'only' have to reorganize and restructure to a sufficient extent.
Marcus Bilgeri, innogyC3 - Yes, you can report communication KPIs in a way that they are understandable without training and yet highly relevant for the practice of managers and editors. You 'just' have to say goodbye to API automation dreams and support smartly planned integration of data manually on an ongoing basis.
Gesine Otto and Justus Hug, .companion - Yes, you can replace the ossified intranet with an agile app within a year and not only connect all the blue collars, but also turn them into enthusiastic content producers. You 'only' have to get the works council and IT not to block this.
Carsten Lukaßen, Viessmann - Yes, you can also confidently deal with the GDPR and look forward to the fact that this topic 'never stops'. You 'only' have to develop your own attitude - after studying the legal texts yourself.
Martin Aschoff, Agnitas - Yes, you can assume that in 7 years more than 80% (!) of all digital news reports will be written by text bots. You 'just' have to understand how this works and most importantly - how to deal with sources then.
Wolfgang Zehrt, robotjournalism.com - Yes, you can use digital technology very profitably for communication. You 'just' have to understand that digital value creation has little or nothing to do with technology. It's about the human ability to use communication to shape relationships. Leadership must bring technology to life with enthusiasm, ideas and empathy.
Jan Dietrich Müller, MAN
The agenda with evaluation by participating digital executives
Impressions: guest at the banking association in Berlin
