Pravila igre se spreminjajo ali kako digitalni kanali transformirajo odnose z javnostmi
1. 2. SKLOP:
Pravila igre se
spreminjajo ali kako
digitalni kanali
transformirajo
odnose z javnostmi
2. DAJMO SE TRANFORMIRAT!
- Javnost
- Organizacije (sploh v krizi)
- Načini sporočanja
- Odnosi
- Kdo je kdo in zakaj bi nas to sploh zanimalo?
3. NIKOLI VEČ ENAKO
- Nick Keane (UK): Policing; in crisis and change
- Nina Jakovljević, Mediodrom: Vizualizacija
sporočilnosti komunikacijskih sporočil
- Roni Kordiš (Had): Komuniciranje z »digitalnimi
vplivneži«: daj - dam
- Miha Kramli, univ. dipl. teolog: Tranformacija
odnosov - radosti in pasti sodobnih tehnologij
4. The revolution
of the times :
UK Police and
social media
Nick Keane,
Senior Policy Advisor –
Social Media
UK College of Policing
5. “Oh God! that one may read the book of fate, and
see the revolution of the times…”
William Shakespeare
13. What did we learn?
7th July 2005
bombings
May 2013 – Lee
Rigby
August 2011 – Riots
November 2013 -
Glasgow
Traditional responses
not working
News and rumours in
fast time
Fake news and
reassurance
Social media
monitoring and
competitive space
14. Lessons learned
No presence – no voice – no influence
Become the trusted voice
Monitoring – an art or a science?
Can people share digital evidence with you?
15. Trust
Being credible
A track record of brand loyalty
Transparent
Peer group recommendation
Trust originates with the trustor, not the trustee,
which means that being trustworthy doesn’t
necessarily guarantee that you will be trusted.
36. Vplivneži / ambasadorji
Buzzword: influencer marketing / content
marketing
Začetek: v 40. letih prejšnjega stoletja
V Sloveniji: po letu 2005 s pojavom blogov in video
platform
37. Influencerji / Marlboro Man
• Marlboro Man / Leo Burnett, 1954 / Wayne
McLaren
@www.itslikethis.org
43. Kako nagovarjati vplivneže
Kaj jih zanima?
Kakšen je njihov odnos do blagovne znamke?
Kateri kanali?
Integrirane akcije
Delite njihove vsebine
Poslušajte jih