Corporate Communication in The Digital Age

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Slides from my presentation at Creuna Seminar on Blogging, held at Ingeniorenes Hus, Oslo, on June 1st 2011.

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  • i have gone through your slides they are very relevant and meaningful. could you send them to me on sarhiri67@gmail.com
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Corporate Communication in The Digital Age

  1. 1. Corporate CommunicationIn The Digital Age:A shift toward shared meaningJune 1, 2011
  2. 2. Agenda Strategic role of corporate communication Digital revolution Contextual evolution Shared meaning Effective communication today
  3. 3. Strategic role: corporate communicationgenerates permission for your existence Communication Mission/ Business Strategy Vision concept
  4. 4. Corporate communication builds 360° stakeholder trust Public Market/Partners Brand Employees Investors/Owners © Creuna
  5. 5. Revolution:In the digital age, successful corporatecommunicators understand and respectstakeholder power 5
  6. 6. Evolution:Stakeholders are also less trusting andmore demanding 6
  7. 7. Companies now struggle to build trust viatraditional communication channels Only 4% of Norwegians believe what companies say in TV advertisements. Source: Synovate Global Trend Study, 2011 8
  8. 8. In fact companies are struggling to maintain trustin general. t Business Government Media 56% 52% 49% Trusted by the public Source: Edelman 2011 Trust Barometer Findings 9
  9. 9. Stakeholders want corporations to create broader value 10 Source: Edelman 2011 Trust Barometer Findings
  10. 10. Add image 11
  11. 11. “Consumers often want the brandsthey buy from to stand for something,because consumers often want tostand for something.” - Jeremiah Owyang, 2011 12
  12. 12. CORPORATE COMMUNICATION IS NOW ABOUTBUILDING THAT SHARED MEANING 13
  13. 13. Efficiency : making life easier for your customers Dell IdeaStorm 440 ideas implemented 15,000 ideas contributed Brand positioning Customer service Product development 14
  14. 14. Transparency: building on openness 15
  15. 15. Conversation: engaging through real peopleLogica: Sweden 16
  16. 16. Conversation: many credible sources with yourcompany 17 Source: Edelman 2011 Trust Barometer Findiings
  17. 17. Desireablity: creating what people want to be associated with Intel IdeaJam Intel as enabler A celebration of creation & inspiration Drive relevancy and positive association 20
  18. 18. “You cant just say it. You have to get people to say it to each other.” - James Farley, VP Marketing, Ford 21
  19. 19. ’’ Unleashing the full potential of communication in ’’ the digital age 22
  20. 20. Agenda Relevant Real time Real people Right voice 23
  21. 21. THANK YOUGeoffrey Igharogeoffrey.igharo@creuna.noTwitter: @geoffreyigharo

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