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Winning strategy for change

Winning strategy for change. The long tail of employees Loan Ta Thi Bich Ph.D. Executive director VTV6 Vietnam television. Aesop’s fables The crow and the pitcher (necessity is the mother of invention).

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Winning strategy for change

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  1. Winning strategy for change The long tail of employees Loan Ta Thi Bich Ph.D. Executive director VTV6 Vietnam television

  2. Aesop’s fables The crow and the pitcher(necessity is the mother of invention) • A crow found a pitcher containing some water. But there was only a little water and it was too low to reach. She ignored the pitcher because he couldn’t drink the water.

  3. TheSummer came, and the crow got hotter and hotter. Global warming!

  4. crow became thirstier and thirstier. Every day, she went to the river, but the river was dry. Day by day, she got weaker and weaker. • But the answer was right in front of her.

  5. Finally, the crow realized and started dropping pebbles into the pitcher. The water level rose and the crow was able to drink. • necessity is the mother of invention!

  6. A big reason that a true sense of urgency is rare is that it’s not a natural state of affairs. It has to be created and recreated. • In organizations that have survived for a significant period of time, complacency is more likely the norm • John P Kotter

  7. How to make employees realize the necessity of change in today digital media landscape?

  8. Case study of VTV6 • VTV6, the channel for youth, was established in 2007 by Vietnam television

  9. Failure of change initiative • Individuals did not made sense of what the change meant to them. • They also did not see the necessity of change • They were not involved • They did not participate in the change process.

  10. failure of change initiative • the lack of • clear-shared vision, • a relevant strategy, • careful planning • effective communication

  11. “The long tail of employees” strategy

  12. Tapping into social media and the online community helps producers to better meet the expectations of audience and to be more engaged with new media.

  13. Encouraging policy • highlight in meetings and workshops • widely communicate to the public through VTV6 website vtv6.vtv.vn. • Provide financial and organizational support.

  14. The ways to interact with audience • - An online club: • - Questions on the channel’s website • - Online chat for VTV6 programs • - Free video on demand • - “You and V6” • - The “Forum”:

  15. “ready for change” environment. • bottom up approach in decision-making, • intensive communication, • nonhierarchical cross-team cooperation,

  16. new generation of employees • who take ownership and responsibility for their work • feel empowered to make decisions

  17. Keys principles for change • - Getting our employees to realize the urgency of change • - Getting the right vision • - Empowering employees to act and giving them accountability.

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