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Neville Hobson

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  • Copyright 2008 Neville Hobson, ABC. Some rights reserved.
  • Transcript

    • 1. Neville Hobson, ABC www.nevillehobson.com Manchester, July 1, 2008 Signs of Encouragement on the Horizon
    • 2.  
    • 3.
      • Consumers, citizens, and employees (the same thing) have changed
      • They don’t trust company-speak
      • They fast-forward their PVRs through the interruptions
      • They pull content that interests them
      • They create their own content, original and mashups
      • They pay attention to (and are influenced by) word of mouth
    • 4.
      • The emergence of a new digital information commons
      • The reality of a global economy
      • The appearance and empowerment of myriad new stakeholders
    • 5.  
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    • 15.
      • The product or service being pitched by email is obviously not one that the recipient would have much interest in
        • A fact that would be very easily apparent if the pitcher had taken even a cursory glance at the recipient’s blog
    • 16.
      • The email includes an unsolicited Word document attachment
        • And not everyone uses Word
    • 17.
      • The pitcher writes a pseudo-friendly greeting but it only looks like a bad database mail merge
        • My favourite: “Hi, Neville ,” (notice the space between my name and the final comma)
        • A close second is the simple “Hi ,” with that same space (yes, I’ve had lots of emails like that)
    • 18.
      • The email contains nothing but the text of a press release
        • That sin is compounded when the email subject line says ‘press release’ or ‘latest announcement from XYZ Company’
        • The nail’s in the coffin when the email also includes the press release as a Word attachment with lots of font and other document formatting
    • 19.  
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    • 25. Consumer promotes brand 4 1 Talk at the consumer 2 Consumer interacts with message 3 Consumer interacts with brand Consumer 2 3 4 1 Conversational One-way Messaging Experiential Two-way Communication
    • 26.
      • Channels have fragmented
      • Sources of trust have shifted
      • Social media have arrived
      • The consumer is “in control”
      • Content creation and distribution have been democratized
      • You must reach the new influencers
      • Transparency is essential
      • Engage in the conversation or fail to communicate
    • 27.  
    • 28.
      • Leadership in defining and instilling company values
      • Leadership in building and managing multi-stakeholder relationships
      • Leadership in enabling the enterprise with “new media” skills and tools
      • Leadership in building and managing trust, in all its dimensions
      The Chief Communications Officer must now assume a leadership role:
    • 29. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.nevillehobson.com

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