senate shj top 10 predictions for 2015

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presented by Who will we follow in the Year of the Sheep? SenateSHJ’s top 10 predictions: 2015 SenateSHJ ©SenateSHJ 2015 @SenateSHJ_NZ | @SenateSHJ_AU

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Who will we follow in the Year of the Sheep?

SenateSHJ’s top 10 predictions: 2015

SenateSHJ

©SenateSHJ 2015 @SenateSHJ_NZ | @SenateSHJ_AU

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

One | The ANZAC story: we will soul search as nations

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

One hundred years after Gallipoli, 2015 will be a year of national pride, hope and reflections on heroism.

We will think deeply about our place in the world: what we stand for and how we celebrate our nationhood.

As our ties with the United States and Asia strengthen, we will work to define our national narrative, exploring what our future looks like, and the global role we play.

The Cricket and Rugby World Cups will give us opportunities to actively celebrate our patriotism. These events, along with ANZAC Day and our national anniversary days, will have added importance this year as we reflect on the anniversary of Gallipoli.

So what?

Organisations and communities will connect to the stories of past sacrifice and there will be more discussion around how they have shaped our present.

Organisations must be willing to take stronger moral positions, choose causes

aligned to their values, and stake out hero positions of their own.

Consumers and the wider community will have higher expectations of corporate organisations, with a greater onus on them to consistently deliver on corporate values. Staff will look to their organisations for guidance, especially in times of constant change.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Two | Goodbye Titanic, hello Blair Witch Project

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Video content will be the single most powerful way to connect with audiences, but orchestrated productions will fall out of favour.

Audiences in 2015 want authentic content that captures moments of serendipity, adding value where the written word and still images cannot.

Most of all, they want to be entertained or informed – and the omnipresence of the internet means audiences are ‘always on’ and ready to be engaged.

So what?

Organisations that understand the power of online video will connect with diverse audiences in unprecedented ways, providing unfiltered information for their stakeholders.

As such a versatile medium, online video will be increasingly used for everything from how-to guides to interviews and live broadcasts.

Facebook’s plan to seize the monopoly on video consumption from YouTube will also see video connecting with even broader audiences.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Three | The pressure will build in the boardroom

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

We won’t tolerate executives (and brands) who don’t fix their mistakes quickly and with genuine resolve.

Pressure on senior executives to perform better over a wider range of media and digital channels will increase.

We will become harsher and more vocal with our censure, adopting a ‘one-strike and you’re out’ attitude. Online forums will be used to lash out over the slightest trip-up.

But mistakes will be made. How leaders respond (and are believed) will be the critical issue.

So what?

Senior executives can only withstand the pressure for so long – not many people can perform at a high level all the time, especially in a crisis.

Wise leaders will build their professional reputations when they can.

They should be well-trained and practised in managing media, and ready to navigate rough waters.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Four | Losing control isn’t such a bad thing

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

We can no longer expect to control our messages through traditional means.

The power has shifted and organisations need to let go a little.

The upside is that audiences will accept – and seek out – brand advocacy as legitimate and enjoyable content, provided the stories touch them in some way.

This brings some risk, but it creates opportunities for organisations that carefully consider the most effective ways to connect with their communities.

So what?

In 2015, organisations will engage on the platforms their audiences are active on, talking with them about issues that matter to them.

Brands will need a strong narrative to guide the conversations, while remaining flexible and open to change, because the conversations will continue, regardless.

Organisations will need to be smart about how they meet the demand for content, owning a niche topic rather than trying to be all things to all people.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Five | Introducing the captains of change

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Change is happening at a rapid rate and in 2015, uncertainty is the new norm.

Organisations will need to create working environments that not only survive the waves of change, but ride them with positive intent.

Most people within an organisation must willingly take part for this to work: they must understand the reasons for the change and feel they are part of the vision.

So what?

2015 will call for inspirational and articulate leaders who understand the value and power of their people, and who can build organisations, systems and teams to own the change.

These are captains of their ships who stir people to flourish in a more ambiguous environment, both as energetic drivers of innovation and as constant ambassadors for their brand.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Six | Understanding the China opportunity

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Our leaders are pushing hard for us to embrace the economic opportunities China offers.

But are we ready, willing and able to accept China as our new best friend?

Some argue Chinese investment will bring much needed capital to our businesses. Others argue only domestic ownership can lead to economic prosperity.

The debate highlights a lack of understanding. Do we know enough about China – and does China know enough about us – to make the most of this opportunity?

So what?

Trust, reputation and relationships are critical in China, but there are cultural differences in how we operate (including how we work with media).

We will need to resolve how far both countries are willing to adapt. We will need to ensure each engages with the other appropriately, considering cultural implications and nuances.

Businesses that invest in strong relationships, build their understanding of China, and help Chinese organisations understand our markets will benefit greatly.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Seven | Not in our backyard – international threats go global

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

The attitude that global conflict and disease won’t come to our backyard is no longer tenable.

We will continue to face critical choices to balance our security with our civil liberties. For governments and citizens this will include the sharing of information, monitoring of citizens and, potentially, boots on the ground.

Unprecedented security at the Cricket World Cup, and other high profile events, will remind us that international threats are no longer contained by borders.

Drones, personal action video cameras and other new technologies will give rise to a swathe of privacy and security concerns.

So what?

Businesses will need to be better guardians of their staff, particularly those who travel.

They may face ethical dilemmas if they are required to share employee information, or monitor staff activity for the ‘greater good’, and effective government relations will be crucial.

Having a clear, agreed and well-communicated position on how to manage these choices will be wise, as well as crisis management plans. Domestic security management must find a balance between allowing consumers to enjoy events whilst also keeping them safe.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Eight | What lies beneath

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Urbanisation is putting pressure on the systems that support our daily lives.

Infrastructure must keep pace with growth, but supply cannot always meet demand at a price we can afford.

Funding will be a big issue in 2015 – and those planning, running and paying for infrastructure will be held to account.

Meanwhile, water scarcity remains an issue, with population growth, climate change and inefficient use of resources making a bad situation worse. Emotions will run high.

So what?

Expect vigorous debate on the size, scope and costs of infrastructure projects.

Businesses wanting to join the lolly scramble for funding will need to frame their narrative clearly (and in plain English).

Stakeholders, including ratepayers, will contribute vocally throughout the planning process, and failure to adequately engage with these groups will prove expensive.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Nine | Listen for a stronger female voice

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

The ‘new face of feminism’ will continue to emerge in 2015, but there’s a step change underway.

Instead of something aspirational, the power of the female perspective will become entrenched as campaigns like #banbossy build and female leaders are celebrated.

The conversation will shift from the traditional negative connotation of feminism, and feminist values will instead become normalised in society and the work place.

The old ways will no longer be tolerated and there will be a growing confidence to expose those who lag behind.

So what?

Businesses that remove gender bias will build reputation and goodwill over those that don’t.

There will be more stories about women who are achieving professionally, or are managing their work–life balance well, and a receptive audience to make them worth telling.

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Ten | Keepin’ it casual

| Top 10 Predictions for 2015: Year of the SheepSenateSHJ - grounded in smart thinking

Whether it’s behaviour, language or clothing, formal is out and casual is in.

The news media is leading the charge with reporters often using colloquial terms in place of formal language.

The Oxford English Dictionary is also embracing informality, with its list of new words reflecting a casual culture.

The polling-power of politicians’ ‘selfies’ suggests there’s no risk of this casual practice being dropped any time soon, either. The growth of Instagram, Snapchat and Twitter is further evidence of how social media is reaching into every aspect of our lives.

So what?

Casualness could be confused with tolerance for lower standards. The ease of access to social media on smartphones allows for instant gratification, which can have a significant impact on reputation.

Business leaders should consciously choose the right level of engagement for their organisation, in terms of how they present, how they write and how they communicate.

SenateSHJ - grounded in smart thinking 22

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