Influence in the Age of Transparency

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  • The Holy Grail of Transparency: expectations have changed –

    We demand authenticity, transparency

    We want transparency in government, in business

    Used to be the role of the media to drive transparency through investigative reporting; increasingly this role has shifted to bloggers

  • To what end? How transparent is too transparent?

    E.g., the Wikileaks debate…
    YOU HAVE A RESPONSIBLITY TO MODERATE INFORMATION FLOW FOR YOUR BUSINESS:
    Business secrets
    People issues
    Legal issues
    Regulations

    And YET, there are often the wrong reasons that get in the way…
    Holding onto info to try to maintain power
    Embarrassment
    Speed (or lack thereof)

  • The risk of opacity

    PR historically has played the role of gate-keeper

    Risk creating a sense of something to hide

    We have less time to be perfect. Instead, opacity allows humanity and humility. But it may mean we can’t give everything. And there will be those that expect nothing less. (JetBlue example)
  • The solution: Radical Translucency

    Radical translucency is the belief that there is an always evolving, powerful, balance between audience ownership and the business requirements of information flow .
    You are in business to make money. Audiences know this. Most (not all) are fair. And when a brand has practiced radical translucency, the community often plays the voice of balance.
    Takes work:
    Channel nurturing
    Relationship building with the influence multipliers (the guys who matter)
    Media streams: content that is curated, banked, shared at a regular basis. (Not just at the point of necessity)
    And a ton of common sense.

    Not just what, but when: immediate = relevant

    How to achieve? Centralized content governance team, nimble review processes. Write once, publish everywhere approach via a robust CMS system.
  • Radical Translucency Toolkit (text slide)
    Corporate social media channels
    Social media hub team
    Editorial processes and guidelines (keep them nimble!)
    Content governance processes (keep them nimble!)
    Social content creation & dissemination training
  • Influence in the Age of Transparency

    1. 1. JENNIFER HOUSTON President WE Studio DTM IN THE AGE OF INFLUENCE November 17, 2010 In association with
    2. 2. THE HOLY GRAIL OF In association with EXPECTATIONS HAVE CHANGED
    3. 3. END WHAT In association with TO How transparent is too transparent?
    4. 4. THE In association with RISK OPACITY
    5. 5. In association with SOLUTION: RADICAL TRANSLUCENCY
    6. 6. In association with RADICAL TRANSLUCENCY - Tune In & Establish Your Voice: Corporate social media channels - Empower Real Time Decision Makers: Social media hub team -Your Brand is a Media Channel: Run it that way! -Unleash the Content Guerillas: Social content creation, curation, dissemination & training

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