One Person At A Time

Neville Hobson, ABC www.nevillehobson.com March 6, 2009 Building Genuine Relationships Online

The emergence of a new digital information commons
The reality of a global economy
The appearance and empowerment of myriad new stakeholders
Source: “The Authentic Enterprise,” Arthur W. Page Society.

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 close attention to (and are influenced by) word of mouth
Consumers, citizens and employees have changed.

The social structure in which technology puts power in the hands of individuals and communities instead of institutions

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

Channels
Have
Fragmented

Trust
Is Critical

Social Media
Have Arrived

The Consumer
Is
In Control

Content Creation
And Distribution
Have Been
Democratized

[Source: “The State Of The Twittersphere”, Hubspot, December 22, 2008] [Source: “Twitter traffic increases 10-fold in a year”, Hitwise, January 21, 2009]

You must reach the new influencers
Transparency is required
Engage in the conversation or fail to communicate

P ublic R elations
becomes
P ersonal R elationships
“ One person at a time”: It can be done!

Who
Is Doing
What?

It’s about:
who they are
niches
reaching out to small groups
It’s not about :
how many they are (the numbers)
where they are

Get to know the influencer
Read
Listen
Watch
Engage in conversations
with utter transparency
Reach out
in ways that suit the influencer
individual approach not mass email

Listen
Learn
Engage

Find out the scale and scope of what people are saying about you out on the edge
Determine your starting point
Understand what to pay attention to, and what not to
Take a strategic view
Experiment

Join the conversation
Become a credible voice for your organization / help your client become one
Become highly relevant in your own organization
Become highly relevant to all your stakeholders
The 4 Ts: Transparent, Timely, Truthful, Trusted

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!

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/

One Person At A Time

by Neville Hobson on Mar 08, 2009

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