Neville Hobson, ABC www.nevillehobson.com March 6, 2009 Building Genuine Relationships Online
<ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul...
<ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul>...
<ul><li>The social structure in which technology puts power in the hands of individuals and communities instead of institu...
<ul><li>Channels have fragmented </li></ul><ul><li>Trust is critical </li></ul><ul><li>Social media have arrived </li></ul...
<ul><li>Channels </li></ul><ul><li>Have </li></ul><ul><li>Fragmented </li></ul>
 
 
<ul><li>Trust </li></ul><ul><li>Is Critical </li></ul>
 
 
<ul><li>Social Media </li></ul><ul><li>Have Arrived </li></ul>
 
<ul><li>The Consumer </li></ul><ul><li>Is </li></ul><ul><li>In Control </li></ul>
 
<ul><li>Content Creation </li></ul><ul><li>And Distribution </li></ul><ul><li>Have Been </li></ul><ul><li>Democratized </l...
 
 
 
 
 
[Source: “The State Of The Twittersphere”, Hubspot, December 22, 2008] [Source: “Twitter traffic increases 10-fold in a ye...
<ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conv...
<ul><li>P ublic  R elations </li></ul><ul><li>becomes </li></ul><ul><li>P ersonal  R elationships </li></ul><ul><li>“ One ...
<ul><li>Who </li></ul><ul><li>Is Doing </li></ul><ul><li>What? </li></ul>
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
<ul><li>It’s about: </li></ul><ul><ul><li>who they are </li></ul></ul><ul><ul><li>niches </li></ul></ul><ul><ul><li>reachi...
<ul><li>Get to know the influencer </li></ul><ul><ul><li>Read </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li...
<ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul>
 
<ul><li>Find out the scale and scope of what people are saying about you out on the edge </li></ul><ul><ul><li>Determine y...
<ul><li>Join the conversation </li></ul><ul><li>Become a credible voice for your organization / help your client become on...
 
Phone: +44 7824 33 7000 Twitter: www.twitter.com/jangles Blog: www.nevillehobson.com   Podcast: www.forimmediaterelease.bi...
Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Nonc...
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One Person At A Time

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Presentation on social media and communication to MIPAA members. London, March 6, 2009.

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  • Copyright 2009 Neville Hobson. Some rights reserved.
  • One Person At A Time

    1. 1. Neville Hobson, ABC www.nevillehobson.com March 6, 2009 Building Genuine Relationships Online
    2. 2. <ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul><li>The appearance and empowerment of myriad new stakeholders </li></ul>Source: “The Authentic Enterprise,” Arthur W. Page Society.
    3. 3. <ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul><ul><li>They pull content that interests them </li></ul><ul><li>They create their own content, original and mashups </li></ul><ul><li>They pay close attention to (and are influenced by) word of mouth </li></ul>Consumers, citizens and employees have changed.
    4. 4. <ul><li>The social structure in which technology puts power in the hands of individuals and communities instead of institutions </li></ul>
    5. 5. <ul><li>Channels have fragmented </li></ul><ul><li>Trust is critical </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul><ul><li>Imperatives: </li></ul><ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
    6. 6. <ul><li>Channels </li></ul><ul><li>Have </li></ul><ul><li>Fragmented </li></ul>
    7. 9. <ul><li>Trust </li></ul><ul><li>Is Critical </li></ul>
    8. 12. <ul><li>Social Media </li></ul><ul><li>Have Arrived </li></ul>
    9. 14. <ul><li>The Consumer </li></ul><ul><li>Is </li></ul><ul><li>In Control </li></ul>
    10. 16. <ul><li>Content Creation </li></ul><ul><li>And Distribution </li></ul><ul><li>Have Been </li></ul><ul><li>Democratized </li></ul>
    11. 22. [Source: “The State Of The Twittersphere”, Hubspot, December 22, 2008] [Source: “Twitter traffic increases 10-fold in a year”, Hitwise, January 21, 2009]
    12. 23. <ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
    13. 24. <ul><li>P ublic R elations </li></ul><ul><li>becomes </li></ul><ul><li>P ersonal R elationships </li></ul><ul><li>“ One person at a time”: It can be done! </li></ul>
    14. 25. <ul><li>Who </li></ul><ul><li>Is Doing </li></ul><ul><li>What? </li></ul>
    15. 45. <ul><li>It’s about: </li></ul><ul><ul><li>who they are </li></ul></ul><ul><ul><li>niches </li></ul></ul><ul><ul><li>reaching out to small groups </li></ul></ul><ul><ul><li>It’s not about : </li></ul></ul><ul><ul><ul><li>how many they are (the numbers) </li></ul></ul></ul><ul><ul><ul><li>where they are </li></ul></ul></ul>
    16. 46. <ul><li>Get to know the influencer </li></ul><ul><ul><li>Read </li></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Watch </li></ul></ul><ul><li>Engage in conversations </li></ul><ul><ul><li>with utter transparency </li></ul></ul><ul><li>Reach out </li></ul><ul><ul><li>in ways that suit the influencer </li></ul></ul><ul><ul><li>individual approach not mass email </li></ul></ul>
    17. 47. <ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul>
    18. 49. <ul><li>Find out the scale and scope of what people are saying about you out on the edge </li></ul><ul><ul><li>Determine your starting point </li></ul></ul><ul><ul><li>Understand what to pay attention to, and what not to </li></ul></ul><ul><ul><li>Take a strategic view </li></ul></ul><ul><ul><li>Experiment </li></ul></ul>
    19. 50. <ul><li>Join the conversation </li></ul><ul><li>Become a credible voice for your organization / help your client become one </li></ul><ul><li>Become highly relevant in your own organization </li></ul><ul><li>Become highly relevant to all your stakeholders </li></ul><ul><ul><li>The 4 Ts: Transparent, Timely, Truthful, Trusted </li></ul></ul>
    20. 52. Phone: +44 7824 33 7000 Twitter: www.twitter.com/jangles Blog: www.nevillehobson.com Podcast: www.forimmediaterelease.biz Skype: nevonskype Email: [email_address] Thank You!
    21. 53. 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/

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