Hkd2 energy navigating rough seas_brendan hodgson_h+k

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Hkd2 energy navigating rough seas_brendan hodgson_h+k

  1. 1. NAVIGATING ROUGH SEASDemystifying digital & social communication in the age of empowermentBrendan Hodgson, Digital Strategy Director April 25, 2012
  2. 2. “The internet is the dominant “We are living through the PLATFORM FOR LIFE in the largest increase in human 21st Century.” expressive capability in history.” Ben Hammersley Clay Shirky
  3. 3. SO WHAT? 3 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  4. 4. SO WHAT? 4 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  5. 5. SO WHAT? 5 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  6. 6. EMPOWERED VOICES 64/25/2012
  7. 7. SO WHAT? 7 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  8. 8. SO WHAT? 8 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  9. 9. SO WHAT? 9 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  10. 10. SO WHAT? 10 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  11. 11. SO WHAT? 11 New voices Transforming how Digital channel empowered through people, organizationsincreasingly first and digital challenging & media find, share &only point of contact traditional media create content primacy Providing Removing silos Two-way channels organizations with separating internal &creating opportunities means to directly external, local &for dialogue yet to be touch most important global, mass- & fully exploited audiences micro- Reputation & risk Mobile technologies management models moving us into new impacted: speed & areas still not fully transparency understood
  12. 12. Emerging trends Impacting CorporateReputation in the Digital Age April 25, 2012
  13. 13. TRENDS: 1Companies as Media &Publisher…Looking beyond text… Exploring how dynamic storytellingcombining words, images, video and animation cancommunicate your story directly to stakeholders
  14. 14. TRENDS: 2The ‘Social Platform’…Getting the ingredients right… to maximize opportunity andminimize risk
  15. 15. PEOPLE Strategists Community Mgrs Listeners / Analysts Authors / creators PRINCIPLES Responsiveness Transparency Engagement etc.PROCESSES Content Strategy Approval / legal Integration Risk Management POLICIES Employee policies Corporate policies Rules of engagement Risk policiesTECHNOLOGY Corporate real estate Social Platforms Apps / Mobile etc.
  16. 16. TRENDS: 3The Echochamber Effect… And the opportunity to drive meaningful dialogue andengagement
  17. 17. CONNECTING VOICES IN MEANINGFUL DIALOGUE…
  18. 18. TRENDS: 4‘Black Swans’ & theChanging Dimensions ofCrisis… Speed, misinformation, speculation, the “Google Effect”…and a lot of hype!
  19. 19. Digital is changing how crises emerge &escalate, how media, politicians and publicsreact, and how organizations respond & engage April 25, 2012
  20. 20. ‘There won’t be a significant event in the future thatwon’t involve public participation… Social media(is) the sociological equivalent of climate change.’ Retired Admiral Thad Allen April 25, 2012
  21. 21. TRENDS: 5Silo BustingDigital sweetspot is found at the confluenceof online and offline
  22. 22. Silo BustingWhere digital can make a difference• EDUCATE ON ISSUES PUBLIC CSR• ACCELERATE RESPONSIVENESS AFFAIRS• STRENGTHEN TRANSPARENCY• ENABLE DISCUSSION CORP• MOBILIZE CONSTITUENTS DIGITAL COMMS• CONSULT CITIZENS• CROWDSOURCE IDEAS• INSPIRE ACTION CRISIS & INTERNAL• DRIVE ADVOCACY ISSUES April 25, 2012
  23. 23. 7 TRENDS: 6“Harder to distrust a personthan a corporation”Your most powerful brand guardians may no longer be your CEOor management
  24. 24. Voices of Experts = Credibility / Trust
  25. 25. Getting ThereWhat it takes to succeed• Situational Awareness Analysis• Goals and Strategy Evaluation Strategy• Platform• Risk Mitigation• Training & Knowledge Transfer Execution Platform• Tactics aligned to Strategy• Superior Execution• Appropriate Measurement Training Security April 25, 2012

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