Transcript of "Corporate Communications in the Age of Social Technology"
Corporate communications in the age of social technology The 12 Truths of Modern PR Seoul, Korea 2011.10.11Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
1.People consume content selfishly• ‘making the other person feel important’ has always been part of persuasion• listening to the sound of one’s voice• clicking ‘like’ generates ‘likes’• narcissism and know-it-all-ism• sharing ‘what makes you look good’Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
2.We keep losing control• of our time• of our privacy• of our own reputation• of the conversation topic• of the corporate communications narrativeBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
3.Communication is becoming ‘female’• communication is more and more about listening and not just talking• vertical hierarchy being eclipsed by peer-to- peer horizontal• a shift in the quantity & tonality of content• more and more corporate communicators are womenBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
4.Sorry is no longer enough• the global rise of apology communications• most companies will have a crisis in the next year, but most are not prepared• lawyers are losing more client debates• holding statements look weak and defensive; ‘hiding behind a shield’• apologies must be sincere and genuineBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
5.Digital is becoming tired• there’s a backlash to digital jargon• ‘Face’ is more important than Facebook• inaccessibility a barrier to adoption• the gurus say: most people ‘don’t get it’• but there’s only so much to ‘get’• social brand > social business > bla bla• diminishing returns are setting inBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
6.Attention spans keep collapsing• the myth of multitasking debunked• constant restless scrolling and clicking• the speed of change is accelerating• ‘what’s trending’ is often utter drivel• raw emotion – especially anger – is trumping thinking and reflection• there’s no time to tell stories anymoreBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
7.Digital storytelling is key• the simplification of complexity• the rapid rise of infographics• where data meets design is the sweet spot• ‘brain drain’ from journalism to PR when ‘every company can be a media company’• Guardian announcement today: The Guardian displays newslist to public onlineBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
8.PR & customer service are merging• blurring of and confusion between traditional boundaries between disciplines• real-time rapid response plus savvy content curation is easy but vexing• the rise of dedicated digital teams• expanding the power of corporate communications and the CCOBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
9.It’s all about the content• content must tell a compelling digital story• PR is becoming about programming content for communities• there’s too much noise, not enough signal• there’s a ‘TED’ constituency out there• content must be repurposeable across platforms, which change relentlesslyBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
10.People crave deeper meaning• many feel unsatisfied from their digital interactions, like eating chips• where the online meets the offline is key• offline = the reality of everyday life• digital is ‘cool’ but it is also cold (transaction-like); analogue is warmer and face-to-face (relationship-like)Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
11.Complexity is making PR harder• the hundreds of people in a PR professional’s life have become millions• the sheer size of communities is a communications management challenge• communities are ‘social’ but they are highly atomized and ‘individually sensible’• analytics only answer some questionsBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
12.Asian companies are going digital 100 80 60 Asian 40 Western 20 0 2010 2011 Percentage of companies using a branded social media platformBurson-Marsteller l Asia-Pacific l Evidence-Based Communications
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