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Presentation for Keizai Koho Center by Ben Boyd

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Presentation for Keizai Koho Center by Ben Boyd

  1. 1. PRESENTATION forKEIZAI KOHO CENTER + by BEN BOYD Global Chair, Corporate Practice
  2. 2. We are living throughprofound transformationin the public relations landscape today
  3. 3. technologicalgovernmentalFINANCIALsocietal
  4. 4. PYRAMID of INFLUENCE Vertical Flow & Controlled InformationOld models CEOno longer work BOARD OFin isolation DIRECTORS ACADEMICS TECHNICAL EXPERTS ELITE MEDIA GENERAL POPULATION
  5. 5. PYRAMID of COMMUNITY Power of Peer-to-Peer & Horizontal Communications GENERAL POPULATION EMPLOYEES ACTION CONSUMERSNew models SOCIAL ACTIVISTSare firmlyestablished
  6. 6. CEO PYRAMID of BOARD OF AUTHORITY DIRECTORS ACADEMICS TECHNICAL EXPERTSDIAMOND of ELITE MEDIAINFLUENCE GENERAL POPULATIONThe new dynamic EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS PYRAMID of COMMUNITY
  7. 7. DIAMOND of INFLUENCE Moving forward, as communicators we must consider 3 FUNDAMENTAL SHIFTS in COMMUNICATIONS PARADIGM
  8. 8. controlcommunity content
  9. 9. control
  10. 10. Leaders are less trusted today80% CEO (Global)70% 67% CEO (Japan)60% 51% 50%50% 53%40% 40% 38% 43%30% 31%20% 24% 22%10% 2009 2010 2011 2012 2013
  11. 11. traditionalhierarchiesHAVE BEENchallenged
  12. 12. from…fixed tovariable…
  13. 13. community
  14. 14. Each audience isDIFFERENT…know thecommunity
  15. 15. Rise of“a person like me” A person like me (Japan)80% A person like me (Global)70% 65%60% 61%50% 47% 43% 44% 39%40% 40% 31% 29%30% 22%20%10% 2009 2010 2011 2012 2013
  16. 16. Today, 7 years after Twitter’s inception…there are 200 million active users creating over400 million Tweets each day.By comparison, it took 3 years, 2 months,and 1 day to reach the first billion Tweets POWER of peer-to-peer
  17. 17. content
  18. 18. STORYTELLINGimperative
  19. 19. “Every companyis a media company ” - RICHARD EDELMAN
  20. 20. CLOVERLEAF ofmedia Traditional Hybridchannels Owned Social
  21. 21. “be this Change will never slow again ”
  22. 22. control CEO BOARD OF DIRECTORS ACADEMICS TECHNICAL EXPERTS ELITE MEDIAcontent GENERAL POPULATION content EMPLOYEES ACTION CONSUMERS SOCIAL ACTIVISTS community
  23. 23. Thank you. Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

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