Take Courage: Listen, Don't Talk
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Take Courage: Listen, Don't Talk

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Increasingly, my conversations with companies about social business are focusing on the steps communicators must take to encourage mindset shifts and behaviour changes within their organizations.......

Increasingly, my conversations with companies about social business are focusing on the steps communicators must take to encourage mindset shifts and behaviour changes within their organizations. Those steps require courage and perseverance. This deck focuses on listening - a courageous step when the pressure to talk instead seems overwhelming.

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  • 1. TAKE COURAGE 2 BY NEVILLE HOBSON 1 Listen, Don‟t Talk Take Courage (2) Neville Hobson +44 7577 997 222 neville@nevillehobson.com www.nevillehobson.eu @jangles July 2013
  • 2. TAKE COURAGE 2 BY NEVILLE HOBSON 2 Yoda Jedi Master
  • 3. TAKE COURAGE 2 BY NEVILLE HOBSON 3 Becoming A Social Business Is… • About People what they do with technology tools • About Change connecting with changes in society, technology, the marketplace, the workplace • About Calculating Risk to enable people to confidently engage in the new landscape • Disruptive challenging established orders, hierarchies and cultures
  • 4. TAKE COURAGE 2 BY NEVILLE HOBSON 4 http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
  • 5. TAKE COURAGE 2 BY NEVILLE HOBSON 5 Five Trends That Matter To Us 1. Search is most often the place first impressions are formed 2. Media is no longer “offline and online”: it is now just “media” 3. Consumers like to do three things: 1. Share ideas 2. Share product knowledge 3. Share solutions 4. Issues (and opportunities) can be discovered and addressed weeks / days / hours before they become public 5. Listening / monitoring / measuring is key
  • 6. TAKE COURAGE 2 BY NEVILLE HOBSON 6 Major Challenges 1. Understanding audience desires, needs, and intents 2. Selecting the tools and channels preferred by our audiences 3. Being trusted participants in our audiences‟ peer groups 4. Integrating social and traditional 5. Embracing open/sharing ideals – rewards are not only financial
  • 7. TAKE COURAGE 2 BY NEVILLE HOBSON 7 Always Make New Mistakes Esther Dyson Catalyst of Start-ups
  • 8. TAKE COURAGE 2 BY NEVILLE HOBSON 8 What Can You Do? Right Now?
  • 9. TAKE COURAGE 2 BY NEVILLE HOBSON 9 Calculate Risk 1. Recognize and understand change − Society − Behaviours − Your landscape 2. Take the lead to eliminate FUD 3. Know who your advocates and detractors are 4. Listen
  • 10. TAKE COURAGE 2 BY NEVILLE HOBSON 10 http://www.briansolis.com/2013/04/qa-why-the-future-of-business-is-shared-experiences/
  • 11. TAKE COURAGE 2 BY NEVILLE HOBSON 11 Understand Who To Pay Attention To • Identify influencers and influencees
  • 12. TAKE COURAGE 2 BY NEVILLE HOBSON 12 Considerations • What to pay attention to – Pinpointing conversation trends: are there recurring or key topics being talked about? • Who to pay attention to – Determining influence level of those talking: who‟s listening to them? • What to do about it – Engage? How and when? – With what measurable goal?
  • 13. TAKE COURAGE 2 BY NEVILLE HOBSON 13 Who Are „Influencers‟? Influencers: people who – – get involved with their communities, political movements, charities, etc – have large online social networks – are looked up to and are trusted by others – have multiple and diverse interests – tend to be early adopters (or leavers) in markets http://klout.com/
  • 14. TAKE COURAGE 2 BY NEVILLE HOBSON 14 http://gapingvoid.com/
  • 15. TAKE COURAGE 2 BY NEVILLE HOBSON 15 The Two Most Valuable Commodities 1.Reputation 2.Trust
  • 16. TAKE COURAGE 2 BY NEVILLE HOBSON 16 It‟s Not about Talking, It‟s about Listening • Listening to who‟s saying what, who they‟re sharing it with and where they‟re saying/sharing it • Applying what we hear to our beliefs and pre-conceptions Then: 1. Building our brand‟s narrative 2. Telling and sharing our stories • Directly and with our influencers 3. Being discovered by the „right media‟ • Mainstream and social 4. Participating in and influencing the online conversation
  • 17. TAKE COURAGE 2 BY NEVILLE HOBSON 17 • What the top relevant issues are that matter to our target community • Where our community members live online • How we can add value for our community • When we should engage the community • Why people are passionate on certain topics • Who is driving share of voice for our brand What We Learn By Listening
  • 18. TAKE COURAGE 2 BY NEVILLE HOBSON 18 What We Learn By Listening It‟s about knowing…  Where the conversations are happening  What our share is of those conversations  What are the conversations that we could / should be in  Who are the key influencers who can help build our brand
  • 19. TAKE COURAGE 2 BY NEVILLE HOBSON 19 Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen. Winston Churchill A leader with courage
  • 20. TAKE COURAGE 2 BY NEVILLE HOBSON 20 Listen, Don‟t Talk Take Courage (2) Neville Hobson +44 7577 997 222 neville@nevillehobson.com www.nevillehobson.eu @jangles July 2013