How digital changes everything and nothing

Philip Sheldrake
Philip SheldrakeThe hi:project / Technology analyst / Managing Partner at Euler Partners / Director techUK / Director Network Society
Presentation to the CIPR Digital Impact Conference 24th May 2010,[object Object],Philip Sheldrake, Influence Crowd LLP,[object Object],www.influencecrowd.com,[object Object],LinkedIn /in/philipsheldrake,[object Object],@sheldrake,[object Object],Why and how digital changes everything and nothing,[object Object],1,[object Object]
24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],2,[object Object],Hey, I’ve got an idea.. let’s do a podcast!,[object Object],Why?,[object Object],What do you mean “Why”?,[object Object],http://www.flickr.com/photos/theseanster93/469906468,[object Object]
Following the advent of “digital”, it’s my opinion that:,[object Object],The things people think have changed haven’t.,[object Object],But some things have changed that aren’t yet widely understood.,[object Object],About This Presentation,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],3,[object Object]
My Lovely PR & Marketing Department,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],4,[object Object],http://www.flickr.com/photos/iangallagher/490333150,[object Object]
Our customers are talking about us online.,[object Object],Our competitors are doing stuff with social media.,[object Object],They’ve got a “Head of Digital” and everything.,[object Object],What should we do?,[object Object],We Have To Get Digital / Go Social,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],5,[object Object]
My Lovely PR & Marketing Department,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],6,[object Object],http://www.flickr.com/photos/iangallagher/490333150,[object Object],http://www.flickr.com/photos/jeremylevinedesign/2815977968,[object Object]
Q.,[object Object],How many here today recognise this picture?,[object Object],Q.,[object Object],How many here today consider their digital activities to be seamlessly integrated into everything you do?,[object Object],The Digital “Bolt-On”,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],7,[object Object]
The Objectives Cascade,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],8,[object Object],Measurement & evaluation,[object Object]
Nothing has changed here.,[object Object],Yes, there are more tools, more channels, more data, more possibilities…,[object Object],But none of these change the fact that objectives still must cascade, visibly.,[object Object],Nothing changes the need to link activity and results back to business outcomes via effective measurement and evaluation.,[object Object],(Note the new CIPR Social Media panel’s Measurement Group.),[object Object],Objectives Still Have To Cascade,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],9,[object Object]
The practice of managing communication between an organization  and its publics.,[object Object],Grunig, 1984,[object Object],Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e,[object Object],What is PR?,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],10,[object Object]
Grunig’s Four Models of Public Relations,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],11,[object Object],Grunig, 1984,[object Object]
Is this right Professor Grunig? ,[object Object],We understood Public Relations had the “social” model in 1984 before the Web and blogging and Friendster and MySpace and Facebook and Twitter and iPhones and apps.,[object Object],Are we saying we just got stuck for a while thinking push-stuff-out “media relations” was a synonym?,[object Object],Dialogue Not Monologue,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],12,[object Object]
“Digital” is not a new marketing and PR discipline.,[object Object],It is not a new team or department.,[object Object],It is not something you procure in isolation.,[object Object],It does encompass new skills and new channels and new opportunities. And new threats.,[object Object],It is a part of everything you do.,[object Object],Think about it. Would you have…,[object Object],Digital Is Not A Bolt-on,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],13,[object Object]
A Telephone Section?,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],14,[object Object],http://www.flickr.com/photos/iangallagher/490333150,[object Object],http://www.flickr.com/photos/mightyohm/3040031278,[object Object]
Being a social animal brought up in the society in which you now work, you understand good communications protocol in all “offline” situations. Innately.,[object Object],“Online” has not interrupted thousands of years of human and societal evolution. We have not changed.,[object Object],Etiquette and Protocols,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],15,[object Object]
Perhaps you might draw parallels such as:,[object Object],LinkedIn  like this conference,[object Object],Facebook personal  like a pub lunch,[object Object],Facebook business  like a university careers fair,[object Object],Twitter personal  like meeting up with friends in town,[object Object],Twitter professional  like building your reputation anywhere,[object Object],Twitter business  trade show chit chat,[object Object],Etiquette and Protocols /2,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],16,[object Object]
Let’s take a protocol example.,[object Object],I’m often asked how an organisation should think about the difference between their corporate presence online, and that of their employees.,[object Object],“It was OK with the website, that’s obviously corporate, but these social networks have muddied the distinction between the company and our people.”,[object Object],Business and Personal,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],17,[object Object]
But no-one should ever say:,[object Object],“Had a great conversation with Sony this morning.”,[object Object],They think:,[object Object],“Had a great conversation with Bob at Sony this morning.”,[object Object],Sony is the everlasting brand; the hub for Sony news and views. Conversation and relationships can be trickled down to Bob and his colleagues.,[object Object],Nothing’s changed. That’s how it works in Sony Centres.,[object Object],Business and Personal /2,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],18,[object Object]
The concept of a press room remains valid of course.,[object Object],No change = listen and respond to the needs of the publics,[object Object],Update = move beyond the phone and email; adopt social web analytics into the workflow,[object Object],Change = a function that should seek on behalf of the organisation to be influenced as much as to influence.,[object Object],The Press Room,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],19,[object Object]
By the Conversation Group http://www.slideshare.net/cluetrainee/the-twitterroom-workbook,[object Object],The “TwitterRoom”,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],20,[object Object]
You don’t need a Twitter Strategy any more than you needed an envelope strategy in the days of snail mail press release distribution.,[object Object],Twitter et al are channels. Your marketing strategy will inform a social media strategy that will manifest itself in a range of tactics across the most appropriate channels in appropriate ways.,[object Object],So I love The Conversation Group’s “TwitterRoom” concept, but I’d call it the “Influence Room” I guess!,[object Object],Twitter Strategy,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],21,[object Object]
So What Has “digital” Changed?,[object Object],22,[object Object]
Having claimed so far that nothing has changed,,[object Object],“Digital” changes everything about marketing and PR, at a fundamental level.,[object Object],In the time available, here’s 5 fundamental things…,[object Object],The Fundamentals,[object Object],23,[object Object]
The Cluetrain Manifesto asserts that the Internet allows markets to revert back to the days when a market was defined by people gathering and talking amongst themselves about buyer reputation, seller reputation, product quality and prices.,[object Object],This was lost for a while as the scale of organisations and markets outstripped the facility for consumers to coalesce. The consumers’ conversation is now reignited.,[object Object],See http://www.cluetrain.com/book. Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. 1999.,[object Object],1. The Cluetrain,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],24,[object Object]
Beyond Grunig’s two-way symmetrical model. A 6th model?,[object Object],2. The Six Influence Flows™ ,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],25,[object Object],Grunig introduced a 5th model in 1995, the “personal influence” model.,[object Object]
If you could go back to the mid-90s and offer a marketer a little box that could sit on her desk and let her listen in on thousands of customer conversations and participate in those discussions regardless of geography or time zone, it would appear so far- fetched that she’d probably call security.,[object Object],The Social Web Analytics eBook 2008, Philip Sheldrake.,[object Object],www.socialwebanalytics.com,[object Object],3. Analytics,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],26,[object Object]
I define Social Web Analytics as the application of search, indexing, semantic analysis and business intelligence technologies to the task of identifying, tracking, listening to and participating in the distributed conversations about a particular brand, product or issue, with emphasis on quantifying the trend in each conversation's sentiment and influence.,[object Object],But beware of analytical false idols:,[object Object],http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise,[object Object],Social Web Analytics,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],27,[object Object]
The next couple of years will witness the joining up of traditionally isolated analytics tools and databases to better enable influence-centric analysis and the synthesis of your influence strategy and plan.,[object Object],…retail analytics + web analytics + social web analytics + CRM + sRM + business intelligence + Internet of Things data analytics,[object Object],= the Awesome Analytics Advantage.,[object Object],Will your organisation be “Triple A”?!,[object Object],Awesome Analytics Advantage,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],28,[object Object]
“Digital”, the Six Influence Flows and analytics helps enable the Influence Scorecard,a methodology that:,[object Object],Translates influence (marketing and PR) objectives into operational goals,[object Object],Helps to communicate the objectives and cascade them down to specific groups and individuals,[object Object],Guides the selection of measurement criteria,[object Object],Defines the ways in which these measurements can be made and presented for incorporation into the business performance management (BPM) process, reports and dashboards,[object Object],Informs the mechanism for learning from these measures and the adjustment of the influence strategy then required.,[object Object],4. The Influence Scorecard,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],29,[object Object]
The Influence Scorecard Architecture,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],30,[object Object]
The recognition of and rigorous focus on the Six Influence Flows, the application of the Influence Scorecard approach and associated developments are primary traits of the new marketing and PR professional…,[object Object],The Influence Professional and the Chief Influence Officer.,[object Object],5. The Influence Professional,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],31,[object Object]
You have been influenced when you think in a way you wouldn’t otherwise have thought, or when you do something you wouldn’t otherwise have done.,[object Object],The Influence Professional is the convergence of all the siloed PR and marketing disciplines to date, covering paid and unpaid media, on- and offline, analytical and creative. Everything.,[object Object],He understands every option at his disposal to influence and be influenced, and is trained in selecting the right mix of the right approaches at the right time.,[object Object],The Influence Professional,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],32,[object Object]
The advent of the Chief Influence Officer marks the death of John Wanamaker's adage:,[object Object],"I know that half of my advertising doesn't work... the problem is, I don't know which half.”,[object Object],The incumbent knows precisely the state of all Six Influence Flows at any point in time. She is sensitised to her organisation's environment in a way that makes most CMOs today look like they work in little bubbles.,[object Object],http://www.marcomprofessional.com/posts/philip.sheldrake/how-the-influence-scorecard-radically-transforms-marketing-and-pr,[object Object],The Chief Influence Officer,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object],33,[object Object]
If you like this, you might like the CIPR Social Summer, the first CIPR workshop series developed by members for members, on a wiki.,[object Object],Thursdays from 3rd June.,[object Object],http://ciprsm.wikispaces.com/Social+Summer,[object Object],CIPR Social Summer,[object Object],34,[object Object]
Digital. Everything and nothing has changed.Questions?,[object Object],35,[object Object],24th May 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales,[object Object]
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How digital changes everything and nothing

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