Melcrum Summit Day One – From the Twittersphere


Today was day one of the annual Melcrum SCM Summit and this year I have been unable to attend. So tonight I got comfy on the sofa to catch up on what the tweeting delegates had to say….

Without Data My Opinion Is King

A quote from the day from David Harrington at Shell and a theme that seems to flow through day one. Measurement, as always is what internal comms lacks and we need it if we want to move to a strategic level. Without that data, all we simply have is the opinion.

Some great statistics throughout the day, so in the spirit of data and some data gathered from opinion here are my top 7:

  • 73% of delegates organisations have a problem with poor coordination across business, functions and geographies
  • Leadership can be a force for good but 40% of the public do not trust top execs
  • 51% of delegates CEOs do not use Twitter
  • By 2020 50% of the workforce will be millennial/digital natives – what does that mean for internal comms channels?
  • 50% of the delegates at the event believe innovation will be the main business driver of the future
  • £1,200 is the weekly (or yearly, conflicting info available) cost of employees not being able to get the information they need
  • 82% of employees surveyed trust a company more when the CEO and leadership team communicate via social media

Some of these statistics fascinated me; 50% believe innovation to be the main business driver – surely innovation is a massive business driver as without it, how can we move forwards?

Innovation = The act of introducing something new

Digital natives/millennial exist already and they are overshadowed by voices at the top – what can we do to ensure that by 2020 there is a voice of influence to make sure companies adapt to the these new ways of working? Does it matter that CEOs don’t use twitter – i wonder how many internal comms pros use it!

Fight Fire with Fire

As always with a Melcrum summit there were some lovely statements thrown out across Twitter about our profession. Here are my top 4:

  • We are all fire fighting to there is no time to think strategically
  • Comments on the intranet are good regardless if they are positive or negative – it means people are engaging with the content
  • Communications is more than an enabling function, it is a critical business function
  • You have to combine logic and intuition to see the bigger picture

Model behaviour

Always good to get some theory into the practice – some great models shared and comments about what our models should be about…

  • Internal comms models should create culture where people connect horizontally not vertically, working and changing together
  • The Melcrum diagnostic tool looks good but photos too small to get an insight into what it provided the delegates
  • Bridges Transition Model, created by change consultant William Bridges and published in 1991. The model focusses on transition, not change and this difference is important; Change is something that happens to people, even if they don’t agree with it. Transition, on the other hand, is internal: it’s what happens in people’s minds as they go through change.The model highlights three stages of transition that people go through when they experience change. These are:  Ending, Losing, and Letting Go .The Neutral Zone. The New Beginning. For more detail you can find out more here

Leaping Over the Hurdles

As always, the barriers and hurdles we have to overcome always make an appearance… Here are the few that made their way out of the conference room:

  • Structure
  • Systems
  • Cost
  • Mindset
  • Consistent messaging
  • Alignment of the business

Designing a Rapid Strategic Change Process

Thanks for the folks at Melcrum for tweeting each of the 5 stages of the process outlined by Flemming Norrgren, Prof. of Management & Director Truepoint Center, Euro.

  1. Clarify by engaging the top team in crafting crisp statements
  2. Create a high trust context for open and honest conversations
  3. Deploy disciplined process for getting hard facts and issues on the table and reduce politics
  4. Engineering some of the most talented people to research the organisation
  5. Engage people at all levels and in all units to participate

Sounds like a great day one and some great points coming through. Huge thanks to @melcrum, @steve_murg, @kjaerglobal @joningham for all their tweeting today – keep up the good work tomorrow!

4 thoughts on “Melcrum Summit Day One – From the Twittersphere

  • Impressive synopsis of the Melcrum Summit Jenni!

    I agree with you, there were a couple tweets/quotes that really stood out for me. During Anne Kjaer’s presentation she said, ‘We’re all firefighters and don’t have time to think!’ There were a lot of people at the conference and on twitter who agreed with her. I do not.

    Yes, we all have to think on our feet and we have to react quickly, but that does not mean we should react in a manner that could be seen as ruthless or careless. We still need to think, assess and react. Firefighters do that; they think on their feet, they assess the situation and react with the best solution and intentions. What internal communicators need to do is act like a firefighter and think! We always have the time to think.

    • Hi Dana, I understand where you’re coming from with the firefighters quote. But I think the point Anne-Lise was trying to say was that we don’t have time to think long term and for the future. How many firefighters do you know that think about a fire that might happen in the next 10 years?

      While I totally agree that we have to think like a firefighter in the moment, and as you say react to the situation and assess the solution…sometimes we have to step back and think more strategically.

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