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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.

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

Published in: Business, Technology

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  • Copyright 2009 Neville Hobson. Some rights reserved.
  • Transcript

    • 1. Neville Hobson, ABC www.nevillehobson.com March 6, 2009 Building Genuine Relationships Online
    • 2.
      • 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.
    • 3.
      • 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.
    • 4.
      • The social structure in which technology puts power in the hands of individuals and communities instead of institutions
    • 5.
      • 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
    • 6.
      • Channels
      • Have
      • Fragmented
    • 7.  
    • 8.  
    • 9.
      • Trust
      • Is Critical
    • 10.  
    • 11.  
    • 12.
      • Social Media
      • Have Arrived
    • 13.  
    • 14.
      • The Consumer
      • Is
      • In Control
    • 15.  
    • 16.
      • Content Creation
      • And Distribution
      • Have Been
      • Democratized
    • 17.  
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22. [Source: “The State Of The Twittersphere”, Hubspot, December 22, 2008] [Source: “Twitter traffic increases 10-fold in a year”, Hitwise, January 21, 2009]
    • 23.
      • You must reach the new influencers
      • Transparency is required
      • Engage in the conversation or fail to communicate
    • 24.
      • P ublic R elations
      • becomes
      • P ersonal R elationships
      • “ One person at a time”: It can be done!
    • 25.
      • Who
      • Is Doing
      • What?
    • 26.  
    • 27.  
    • 28.  
    • 29.  
    • 30.  
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 37.  
    • 38.  
    • 39.  
    • 40.  
    • 41.  
    • 42.  
    • 43.  
    • 44.  
    • 45.
      • 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
    • 46.
      • 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
    • 47.
      • Listen
      • Learn
      • Engage
    • 48.  
    • 49.
      • 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
    • 50.
      • 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
    • 51.  
    • 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!
    • 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/