Community And Tactical Transparency in Corporate Communications John C. Havens Director, Partnership Marketing & Integration BlogTalkRadio.com
* Author, Tactical Transparency: how leaders can leverage social media to maximize value and build their brand * Director, Partnership Marketing & Integration at BlogTalkRadio.com * First Guide to Podcasting at About.com * Ran largest ‘unconference’ in New York City (PodCamp NYC) with over 1,000 speakers and attendees * Professional NYC Actor for 15 years
How did we get here?
“ Blogging didn’t invent the disgruntled customer.” -- John “CZ” Czwartacki Blogging and Social Media also did not invent the disgruntled employee.
It is in an organization’s best interest to be transparent to a degree beyond that which is required by law – externally and internally.
Transparency is not Full Disclosure
What is tactical transparency?
The act of authentically representing your corporate vision to the public in conjunction with the implementation of standards that protect your organization.
Trust requires boundaries. You need context for culture.
You can foster authenticity but you can’t force it.
Being open doesn’t mean begin ignorant.
“ A person like me is the most trusted corporate spokesperson”
The 2009 Edelman Trust Barometer survey sampled 4,475 opinion leaders in two age groups (25-34 and 35-64) in 20 countries.
Microsoft’s Academy Mobile
Information workers have been posting confidential videos to YouTube because they've had few alternatives. Fortunately, in the past few months, three vendors — Google, Microsoft, and Veodia —have introduced services or products for securely hosting videos with enterprise access controls. These services give information and knowledge management professionals a way to harness the power of corporate and employee-generated video to teach, inspire, and capture knowledge.
“ 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
“ Build Community, share successes and stories from the front lines.” https://www.stationm.com/entrance/ “ Station M gives you a voice.”
“ 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
“ 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
Assess the Current State
What Tools Do You Have in Place
What’s the Culture (Open/Real or Dismissive/Hierarchical)
Assess the Tools you Need (Pilot/Try them first)
Find Your Voice (Communally)
Create an Action Plan (Transparency demands execution on your promises)
Implement your Plan in Stages with Clearly Stated Goals and Metrics of Success.
Ask for and POST Communal feedback .
Echo External Transparency from Lessons Learned Internally.