Riding the Wave<br />Social Media, the CEO and the Death of Top-Down Communications<br />Dow Jones 08h30 on 24.02.2010<br />
three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf phot...
in one generation the nature of trust has changed irrevocably <br />
but Tony from Strathfield is believable<br />
If Facebookwere a country, it would be the 8th most populated in the world, just ahead of Japan.<br />More than 6 million ...
                    of people trust the recommendations of their peers<br />14%<br />78%<br />Only           <br />of peop...
rate the honesty and ethical standards of people in these fields<br />Very high/ High % 	<br />Nurses				84	<br />Druggist...
trust to operate in society’s best interest<br /><ul><li>Armed forces			+43%
NGOs				+27%
Education system		+26%
Health system		+17%
Trade unions/labor		+2%
Legal system			-2%
Global companies		-9%
Large national companies 	-10%</li></ul>Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”<...
trust me<br />
People trust brands that build a personal relationship<br />Mobile Marketing<br />Social <br />Networks<br />Search<br />P...
three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf phot...
   “Every generation needs a new revolution.”<br />Thomas Jefferson<br />
movable type<br />one to many<br />telegraph & phone<br />one to one<br />   500 years<br />4 revolutions<br />airwaves<br...
“the largest increase in expressive capability in human history.”<br />- Clay Shirky, Author<br />
<ul><li>global
social
ubiquitous
cheap</li></ul>publishers formerly known as audience<br />many to many<br />
it helps us connect<br />
“We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth...
three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf phot...
Mad Men is satire.<br />Believing you control the discussion is comedy.<br />
Organization<br />specificity<br />Old Marketing: Broadcasting to 1,000,000 to engage 100<br />New Marketing: Engaging the...
CommunicationsEvolves<br />Buzz<br />Web 2.0<br />Wikis<br />Folksonomy<br />Social Media<br />Podcasting<br />RSS<br />Bl...
“If you don’t like change,<br />		you’re going to like<br />irrelevanceeven less.”<br />General Eric Shineski, <br />Retir...
learning to surf<br />Explore the amazing surf photographs of Clark Little<br />
Make participation a priority<br />
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Fleishman Hillard Riding The Wave Presentation To Dow Jones February 2010

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Follows the meta-trends of collapsing trust and self-publishing, then shows how top-down communications is dead. Simple advice for getting started in social media.

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Fleishman Hillard Riding The Wave Presentation To Dow Jones February 2010

  1. 1. Riding the Wave<br />Social Media, the CEO and the Death of Top-Down Communications<br />Dow Jones 08h30 on 24.02.2010<br />
  2. 2. three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf photographs of Clark Little<br />
  3. 3. in one generation the nature of trust has changed irrevocably <br />
  4. 4.
  5. 5. but Tony from Strathfield is believable<br />
  6. 6. If Facebookwere a country, it would be the 8th most populated in the world, just ahead of Japan.<br />More than 6 million Australians visited Facebook in June 2009<br />
  7. 7. of people trust the recommendations of their peers<br />14%<br />78%<br />Only <br />of people trust<br />advertisements<br />{One-Way}<br />{Conversation}<br />Nielsen, “Trust in Advertising” Oct. 2007<br />
  8. 8. rate the honesty and ethical standards of people in these fields<br />Very high/ High % <br />Nurses 84 <br />Druggists, pharmacists 73 <br />Veterinarians 71 <br />Medical doctors 69 <br />Dentists 62 <br />Engineers 61 <br />Clergy 58 <br />College teachers 58 <br />Policemen 54 <br />Psychiatrists 38 <br />Bankers 37 <br />Chiropractors 36 <br />Journalists 26 <br />State governors 22 <br />Business executives 18 <br />Lawyers 18 <br />Stockbrokers 17 <br />Senators 15 <br />Congressmen 14 <br />Insurance salesmen 13 <br />HMO managers 12 <br />Advertising practitioners 11 <br />Car salesmen 7<br />Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3. <br />
  9. 9. trust to operate in society’s best interest<br /><ul><li>Armed forces +43%
  10. 10. NGOs +27%
  11. 11. Education system +26%
  12. 12. Health system +17%
  13. 13. Trade unions/labor +2%
  14. 14. Legal system -2%
  15. 15. Global companies -9%
  16. 16. Large national companies -10%</li></ul>Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”<br />* Net Rating = % trust - % distrust<br />
  17. 17. trust me<br />
  18. 18. People trust brands that build a personal relationship<br />Mobile Marketing<br />Social <br />Networks<br />Search<br />Personalized<br />Online Communities<br />Blogs<br />Direct Mail<br />Rewards <br />Programs<br />Online Display Advertising<br />TRUST<br />Targeted<br />Online Brand Content<br />Personalization<br />Print<br />Opt-in E-mail<br />Radio<br />TV<br />Mass<br />Trial<br />Advocacy<br />Awareness<br />Loyalty<br />Consideration<br />Relationships<br />Digital<br />Traditional<br />11<br />
  19. 19. three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf photographs of Clark Little<br />
  20. 20.    “Every generation needs a new revolution.”<br />Thomas Jefferson<br />
  21. 21. movable type<br />one to many<br />telegraph & phone<br />one to one<br />   500 years<br />4 revolutions<br />airwaves<br />one to many<br />recorded image<br />one to many<br />
  22. 22. “the largest increase in expressive capability in human history.”<br />- Clay Shirky, Author<br />
  23. 23. <ul><li>global
  24. 24. social
  25. 25. ubiquitous
  26. 26. cheap</li></ul>publishers formerly known as audience<br />many to many<br />
  27. 27.
  28. 28. it helps us connect<br />
  29. 29. “We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth than those that are not.<br />Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009 <br />19<br />
  30. 30. three wave set<br />Trust Evaporated<br />Revolution No. 5<br /> Command & Control Dead<br />Explore the amazing surf photographs of Clark Little<br />
  31. 31. Mad Men is satire.<br />Believing you control the discussion is comedy.<br />
  32. 32. Organization<br />specificity<br />Old Marketing: Broadcasting to 1,000,000 to engage 100<br />New Marketing: Engaging the right 10 people who reach1,000who <br />influence 10,000<br />
  33. 33. CommunicationsEvolves<br />Buzz<br />Web 2.0<br />Wikis<br />Folksonomy<br />Social Media<br />Podcasting<br />RSS<br />Blogs<br />Tagging<br />Wireless<br />Media relations<br />Grassroots<br />Search engine marketing<br />Promotions<br />YouTube<br />Press releases<br />Opinion Influencers<br />Online editorial outreach<br />Public affairs<br />Reputationmanagement<br />Consumer-generated content<br />Factsheets <br />Publicity<br />Crisis<br />communications <br />Events<br />Citizen journalism<br />Viral marketing<br />Employee<br />communications<br />Positioning <br />Facebook<br />Flogs<br />Coalitions<br />Mobile marketing<br />Tivo<br />Third party outreach<br />Metaverses<br />New<br />MySpace<br />Traditional<br />Social networking<br />We Media<br />Flickr<br />Advergaming<br />Content optimization<br />Syndication<br />
  34. 34. “If you don’t like change,<br /> you’re going to like<br />irrelevanceeven less.”<br />General Eric Shineski, <br />Retired Chief of Staff, U.S. Army<br />
  35. 35. learning to surf<br />Explore the amazing surf photographs of Clark Little<br />
  36. 36. Make participation a priority<br />
  37. 37. “Google isn’t a search engine, it’s a reputationmanagement system”Clive Thompson, Wired<br />27<br />
  38. 38. common elements<br />Be a part of the conversation <br />Influence the influencers <br />Create trusted relationships <br />Be accessible <br />Honesty IS the best policy <br />Respond quickly <br />Be relevant <br />educate, engage, empower <br />
  39. 39. How do we get started?<br />Engage<br />people with influence and credibility and build relationships through interaction. <br />Tell them the story and let them tell it to others.<br />Manage<br />uncontrolled communications in anuncontrolledenvironment.<br />Create and sustainauthentic conversations.<br />Listen<br />Conversation audit to understand what is being discussed<br />Understand context and communicate with relevance <br />Evaluate<br />How did we shift perception? <br />
  40. 40. don’t fret over labels<br />
  41. 41. tomorrow they’ll be gone<br />
  42. 42.
  43. 43. social is not “emerging”<br />
  44. 44. even if you are<br />
  45. 45. “<br />in a connected world, power shifts<br /> to those best able to connect.<br />”<br />DovSeidman<br />
  46. 46. thanks. i’m<br /> blogging this.<br />www.twitter.com/PercepCounsel<br />

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