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.

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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.  
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  • 30.  
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  • 32.  
  • 33.  
  • 34.  
  • 35.  
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  • 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/