“It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to chan...
“When spider webs unite, they can tie up a lion…”Ethiopian proverb<br />
“People are very open-minded about new things. <br />As long as they are exactly like the old ones.”<br />Charles Ketterin...
SENDER <br />RECEIVER <br />MESSAGE <br />
The MarComm Integration Triangle<br />Physical World<br />Traditional  Channels<br />Digital Channels<br />
Web 2.0<br />Social Web<br />Web 1.0<br />
“If you want to live near the river, you should make friends with the crocodiles” Nn’emeka<br />
“How many times do I have to tell you, the right tool for the right job!”  Scotty from Star Trek <br />
IT USED TO BE ABOUT MESSAGING.TODAY IT’S ABOUT RELATIONSHIPS.<br />Effective management of stakeholder relationships requi...
BRANDS AS CURATORS OF CONTENT<br />Consumers no longer expect just great products.  They also demand great content and exp...
HARNESSING THE POWER OF COMMUNITIES<br />
COMMUNITY MANAGEMENT MUST “EARN VALUE” ACROSS A BUSINESS<br />Source: Adjusted from Altimeter Group, Social CRM, 2010.<br />
“To be trusted is a greater compliment than to be loved.” George Macdonald<br />
REAL-TIME REPUTATION MANAGEMENT<br />That crisis binder on the shelf behind you? It needs an overhaul.<br />
Listen! Why? <br />
Compliment <br />
Complaint <br />
Expressed need <br />
Competition <br />
crisis! <br />
Time is money<br />Everything!<br />
“Left to themselves, things tend to go from bad to worse.”<br />Murhpy's First Corollary<br />
ENGAGEMENT @ THE MOMENT OF INFLUENCE<br />
LOCATION-BASED SERVICES<br />Getting Closer to the “Moment of Influence”<br />
GAMING UNLOCKS BEHAVIOR CHANGE<br />As gaming becomes more prevalent and universal, the role of games  presents new opport...
Augmented reality <br />A type of virtual reality that combines real and imagined images in a real-time session.<br />
NEW ANALYTICS<br />Beyond Impressions to Engagement and Outcomes<br />
Alice came to a fork in the road.“Which road do I take?” she asked.“Where do you want to go?” responded the Cheshire cat.“...
Recency<br />Tenure<br />Frequency<br />Engagement<br />Influence<br />Authority<br />Mentions<br />Popularity<br />Sentim...
63<br />
“The value of a man should be seen in what he gives and not in what he is able to receive.” Albert Einstein <br />
 When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011
 When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011
 When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011
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When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011

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When Spider Webs Unite, They Can Tie Up A Lion… - Danny Devriendt, Porter Novelli - droidcon.be 2011

  1. 1. “It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change.”<br />Charles Darwin<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6. “When spider webs unite, they can tie up a lion…”Ethiopian proverb<br />
  7. 7.
  8. 8.
  9. 9. “People are very open-minded about new things. <br />As long as they are exactly like the old ones.”<br />Charles Kettering<br />Inventor (1876-1958) <br />
  10. 10. SENDER <br />RECEIVER <br />MESSAGE <br />
  11. 11. The MarComm Integration Triangle<br />Physical World<br />Traditional Channels<br />Digital Channels<br />
  12. 12.
  13. 13. Web 2.0<br />Social Web<br />Web 1.0<br />
  14. 14.
  15. 15.
  16. 16. “If you want to live near the river, you should make friends with the crocodiles” Nn’emeka<br />
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. “How many times do I have to tell you, the right tool for the right job!”  Scotty from Star Trek <br />
  23. 23. IT USED TO BE ABOUT MESSAGING.TODAY IT’S ABOUT RELATIONSHIPS.<br />Effective management of stakeholder relationships requires a holistic, integrated approach that will challenge traditional organizations.<br />
  24. 24. BRANDS AS CURATORS OF CONTENT<br />Consumers no longer expect just great products. They also demand great content and expect brands to be guarantors of quality information and communication.<br />
  25. 25. HARNESSING THE POWER OF COMMUNITIES<br />
  26. 26. COMMUNITY MANAGEMENT MUST “EARN VALUE” ACROSS A BUSINESS<br />Source: Adjusted from Altimeter Group, Social CRM, 2010.<br />
  27. 27. “To be trusted is a greater compliment than to be loved.” George Macdonald<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31. REAL-TIME REPUTATION MANAGEMENT<br />That crisis binder on the shelf behind you? It needs an overhaul.<br />
  32. 32. Listen! Why? <br />
  33. 33. Compliment <br />
  34. 34. Complaint <br />
  35. 35. Expressed need <br />
  36. 36. Competition <br />
  37. 37. crisis! <br />
  38. 38. Time is money<br />Everything!<br />
  39. 39. “Left to themselves, things tend to go from bad to worse.”<br />Murhpy's First Corollary<br />
  40. 40. ENGAGEMENT @ THE MOMENT OF INFLUENCE<br />
  41. 41.
  42. 42. LOCATION-BASED SERVICES<br />Getting Closer to the “Moment of Influence”<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46. GAMING UNLOCKS BEHAVIOR CHANGE<br />As gaming becomes more prevalent and universal, the role of games presents new opportunities to reach and influence audiences. <br />
  47. 47. Augmented reality <br />A type of virtual reality that combines real and imagined images in a real-time session.<br />
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58. NEW ANALYTICS<br />Beyond Impressions to Engagement and Outcomes<br />
  59. 59. Alice came to a fork in the road.“Which road do I take?” she asked.“Where do you want to go?” responded the Cheshire cat.“I don’t know,” Alice answered.“Then,” said the cat,” it doesn’t matter”<br />
  60. 60. Recency<br />Tenure<br />Frequency<br />Engagement<br />Influence<br />Authority<br />Mentions<br />Popularity<br />Sentiment<br />
  61. 61.
  62. 62.
  63. 63. 63<br />
  64. 64. “The value of a man should be seen in what he gives and not in what he is able to receive.” Albert Einstein <br />

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