Building
Genuine
Relationships
Online and Offline
Neville Hobson, ABC
www.nevillehobson.com
May 28, 2009

http://www.onlinemeetingrooms.com/

http://www.flickr.com/photos/thomashawk/27864488/

http://www.flickr.com/photos/sayan51/3233670215/

http://www.flickr.com/photos/beltzner/2462056298/

http://www.flickr.com/photos/npv3605/3213338284/

http://www.edelman.com/trust/2009/

Consumers, citizens and employees have changed.
 We don’t trust “corporate-speak”
 We fast-forward our PVRs through the
interruptions
 We pull content that interests us
 We create our own content, original and
mashups
 We pay close attention to (and are influenced
by) word of mouth

http://theconversationprism.com/

Then Now
Cradle to grave Portfolio career
Loyalty Transactional relationship
Dependence Independence
Employees as human resources Creative talent on loan
Employees Citizens
Big companies / institutions My own group / company
Command and control, paternalism Inclusivity based on mutual respect
CEO = God CEO = Guide
I left the company I left my boss
Local community Workplace communities
http://www.enterprise2dot0.com/

1. Channels have Imperatives:
fragmented  You must reach the
2. Trust is critical new influencers
3. Social media have  Transparency is
arrived required
4. The customer is in  Engage in the
control (kind of) conversation or fail
5. Content creation and to communicate
distribution have
been democratized

1.Listen
2.Learn
3.Engage

Transparency
Timeliness
Truthfulness
Trust

Building
Genuine
Relationships
Online and Offline
Neville Hobson, ABC
www.nevillehobson.com
May 28, 2009