Tactical Transparency New Media Expo

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A presentation on how organizations can utilize social media tools to lend authenticity to their communications.

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  • Tactical Transparency New Media Expo

    1. 1. Tactical Transparency: The Value of Getting Personal in Business John C. Havens Shel Holtz
    2. 2. How did we get here?
    3. 8. It is in an organization’s best interests to be transparent to a degree beyond that which is required by law
    4. 9. Transparency is… The degree to which an organization shares the following with its stakeholder publics <ul><li>Leaders </li></ul><ul><li>Employees </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Results of its business practices </li></ul><ul><li>Business strategy </li></ul>
    5. 11. Transparency is not… Full Disclosure
    6. 12. “ Blogging didn’t invent the disgruntled customer.” -- John “CZ” Czwartacki
    7. 13. The tools of transparency but also
    8. 14. What is tactical transparency? “ If Microsoft — a company that is somewhat controlling and secretive —can embrace the risks and uncertainties associated with letting people blog without filtering, then maybe everybody can.” -- Chris Anderson
    9. 15. “ When you recognize that with transparency comes airing some of your dirty laundry and with that dirty laundry comes people’s perception that you’re being open and honest, then you have to be comfortable in saying things in public that may be misinterpreted or misunderstood or used by your enemies. And that’s a scary process but that’s how you get to authenticity.” -- Chris Anderson
    10. 16. Leaders
    11. 20. Employees
    12. 22. “ A person like me is the most trusted corporate spokesperson”
    13. 25. Click Link to See “The Green Dot” from the Deloitte Film Festival: http://www.youtube.com/watch?v=id0uHBuhXtY
    14. 28. Values
    15. 31. Processes & Results
    16. 35. Strategy
    17. 37. “ My feelings are that [Even] if you don’t provide a blog, or something like it for your company, people are going to talk about you and your products so why not provide them an environment where people can talk in front of you and not behind you. I’d rather you yelled at me directly than behind my back; this way I can at least explain where I’m coming from.” -- Cindi Bigelow
    18. 39. Transparency in the sales process <ul><li>Get specific </li></ul><ul><li>Make small talk big </li></ul><ul><li>Make your presentation interactive </li></ul><ul><li>Give a call to action </li></ul><ul><li>Write down a connection point </li></ul><ul><li>Practice good timing </li></ul><ul><li>Follow up </li></ul><ul><li>Don’t “close”; partner </li></ul>
    19. 42. “ Transparency is just another way to be willing to engage with the marketplace. I don’t just sell to my customers, I love my customers, I embrace my customers and ask them to embrace me, I ask them for their insights and input. As a result, the products we build become assets of those communities. Somebody who feels part of a community is going to be a much more aggressive evangelist for our products than someone who just paid $29.95 for it at a big-box retailer.”
    20. 43. Other observations <ul><li>Have policies in place </li></ul>
    21. 45. Other observations <ul><li>Have policies in place </li></ul><ul><li>Be authentic </li></ul>
    22. 48. Other observations <ul><li>Have policies in place </li></ul><ul><li>Be authentic </li></ul><ul><li>Be accessible </li></ul><ul><li>“ If you’re going to be naked, you’d better be buff” </li></ul>
    23. 49. Transparency Roadmap <ul><li>Assess the Current State </li></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><li>Find Your Voice </li></ul><ul><li>Create an Action Plan </li></ul><ul><li>Prepare Change Initiative </li></ul>
    24. 50. Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0 Questions? John C. Havens <ul><ul><li>Phone: 917-597-3323 </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Web: www.blogtalkradio.com Blog: www.tacticaltransparency.com </li></ul></ul><ul><ul><li>Podcast: www.blogtalkradio.com/transparency </li></ul></ul><ul><ul><li>Skype: johnchavens </li></ul></ul><ul><ul><li>Twitter: www.twitter.com/johnchavens </li></ul></ul>Shel Holtz <ul><ul><li>Phone: 415.367.3820 </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Web: www.holtz.com </li></ul></ul><ul><ul><li>Blog: blog.holtz.com </li></ul></ul><ul><ul><li>Podcast: www.forimmediaterelease.biz </li></ul></ul><ul><ul><li>Skype: shelholtz </li></ul></ul><ul><ul><li>Twitter: www.twitter.com/shel </li></ul></ul><ul><ul><li>2 nd Life: Shel Witte </li></ul></ul>

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