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April 25, 2012
NAVIGATING ROUGH SEAS Demystifying digital & social communication in the age of empowerment
Brendan Hodgson, Digital Strategy Director
“The internet is the dominant
PLATFORM FOR LIFE in the
21st Century.”
Ben Hammersley
“We are living through the
largest increase in human
expressive capability in history.”
Clay Shirky
SO WHAT? 3
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 4
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 5
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
EMPOWERED VOICES
4/25/2012
6
SO WHAT? 7
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 8
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 9
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 10
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
SO WHAT? 11
Digital channel increasingly first and only point of contact
Transforming how people, organizations & media find, share &
create content
New voices empowered through digital challenging traditional media
primacy
Two-way channels creating opportunities for dialogue yet to be
fully exploited
Providing organizations with means to directly
touch most important audiences
Removing silos separating internal &
external, local & global, mass- &
micro-
Reputation & risk management models
impacted: speed & transparency
Mobile technologies moving us into new areas still not fully
understood
April 25, 2012
Emerging trends Impacting Corporate
Reputation in the Digital Age
Companies as Media &
Publisher… Looking beyond text… Exploring how dynamic storytelling
combining words, images, video and animation can
communicate your story directly to stakeholders
TRENDS: 1
The ‘Social Platform’… Getting the ingredients right… to maximize opportunity and
minimize risk
TRENDS: 2
Employee policies Corporate policies
Rules of engagement Risk policies
Content Strategy Approval / legal Integration Risk Management
Responsiveness Transparency
Engagement etc.
Strategists Community Mgrs Listeners / Analysts Authors / creators
PEOPLE
PRINCIPLES
PROCESSES
POLICIES
Corporate real estate Social Platforms Apps / Mobile etc.
TECHNOLOGY
The Echochamber Effect … And the opportunity to drive meaningful dialogue and
engagement
TRENDS: 3
CONNECTING VOICES IN MEANINGFUL
DIALOGUE…
‘Black Swans’ & the
Changing Dimensions of Crisis … Speed, misinformation, speculation, the “Google Effect”…
and a lot of hype!
TRENDS: 4
April 25, 2012
Digital is changing how crises emerge &
escalate, how media, politicians and publics
react, and how organizations respond & engage
April 25, 2012
‘There won’t be a significant event in the future that
won’t involve public participation… Social media
(is) the sociological equivalent of climate change.’
Retired Admiral Thad Allen
Silo Busting Digital sweetspot is found at the confluence
of online and offline
TRENDS: 5
April 25, 2012
• EDUCATE ON ISSUES
• ACCELERATE RESPONSIVENESS
• STRENGTHEN TRANSPARENCY
• ENABLE DISCUSSION
• MOBILIZE CONSTITUENTS
• CONSULT CITIZENS
• CROWDSOURCE IDEAS
• INSPIRE ACTION
• DRIVE ADVOCACY
PUBLIC AFFAIRS
CSR
DIGITAL CORP
COMMS
CRISIS & ISSUES
INTERNAL
Silo Busting Where digital can make a difference
“Harder to distrust a person
than a corporation” Your most powerful brand guardians may no longer be your CEO
or management
7 TRENDS: 6
Voices of Experts = Credibility / Trust
April 25, 2012
• Situational Awareness
• Goals and Strategy
• Platform
• Risk Mitigation
• Training & Knowledge
Transfer
• Tactics aligned to Strategy
• Superior Execution
• Appropriate Measurement
Getting There What it takes to succeed
Analysis
Strategy
Platform
Security Training
Execution
Evaluation