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. Riding the Wave Social Media, the CEO and the Death of Top-Down Communications Dow Jones 08h30 on 24.02.2010
- 2. three wave set Trust Evaporated Revolution No. 5 Command & Control Dead Explore the amazing surf photographs of Clark Little
- 3. in one generation the nature of trust has changed irrevocably
- 5. but Tony from Strathfield is believable
- 6. If Facebookwere a country, it would be the 8th most populated in the world, just ahead of Japan. More than 6 million Australians visited Facebook in June 2009
- 7. of people trust the recommendations of their peers 14% 78% Only of people trust advertisements {One-Way} {Conversation} Nielsen, “Trust in Advertising” Oct. 2007
- 8. rate the honesty and ethical standards of people in these fields Very high/ High % Nurses 84 Druggists, pharmacists 73 Veterinarians 71 Medical doctors 69 Dentists 62 Engineers 61 Clergy 58 College teachers 58 Policemen 54 Psychiatrists 38 Bankers 37 Chiropractors 36 Journalists 26 State governors 22 Business executives 18 Lawyers 18 Stockbrokers 17 Senators 15 Congressmen 14 Insurance salesmen 13 HMO managers 12 Advertising practitioners 11 Car salesmen 7 Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3.
- 10. NGOs +27%
- 14. Legal system -2%
- 16. Large national companies -10%Accenture The Business of Trust, World Economic Forum “Voice of the People Forum” * Net Rating = % trust - % distrust
- 17. trust me
- 18. People trust brands that build a personal relationship Mobile Marketing Social Networks Search Personalized Online Communities Blogs Direct Mail Rewards Programs Online Display Advertising TRUST Targeted Online Brand Content Personalization Print Opt-in E-mail Radio TV Mass Trial Advocacy Awareness Loyalty Consideration Relationships Digital Traditional 11
- 19. three wave set Trust Evaporated Revolution No. 5 Command & Control Dead Explore the amazing surf photographs of Clark Little
- 20. “Every generation needs a new revolution.” Thomas Jefferson
- 21. movable type one to many telegraph & phone one to one 500 years 4 revolutions airwaves one to many recorded image one to many
- 22. “the largest increase in expressive capability in human history.” - Clay Shirky, Author
- 24. social
- 25. ubiquitous
- 26. cheappublishers formerly known as audience many to many
- 28. it helps us connect
- 29. “We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth than those that are not. Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009 19
- 30. three wave set Trust Evaporated Revolution No. 5 Command & Control Dead Explore the amazing surf photographs of Clark Little
- 31. Mad Men is satire. Believing you control the discussion is comedy.
- 32. Organization specificity Old Marketing: Broadcasting to 1,000,000 to engage 100 New Marketing: Engaging the right 10 people who reach1,000who influence 10,000
- 33. CommunicationsEvolves Buzz Web 2.0 Wikis Folksonomy Social Media Podcasting RSS Blogs Tagging Wireless Media relations Grassroots Search engine marketing Promotions YouTube Press releases Opinion Influencers Online editorial outreach Public affairs Reputationmanagement Consumer-generated content Factsheets Publicity Crisis communications Events Citizen journalism Viral marketing Employee communications Positioning Facebook Flogs Coalitions Mobile marketing Tivo Third party outreach Metaverses New MySpace Traditional Social networking We Media Flickr Advergaming Content optimization Syndication
- 34. “If you don’t like change, you’re going to like irrelevanceeven less.” General Eric Shineski, Retired Chief of Staff, U.S. Army
- 35. learning to surf Explore the amazing surf photographs of Clark Little
- 36. Make participation a priority
- 37. “Google isn’t a search engine, it’s a reputationmanagement system”Clive Thompson, Wired 27
- 38. common elements Be a part of the conversation Influence the influencers Create trusted relationships Be accessible Honesty IS the best policy Respond quickly Be relevant educate, engage, empower
- 39. How do we get started? Engage people with influence and credibility and build relationships through interaction. Tell them the story and let them tell it to others. Manage uncontrolled communications in anuncontrolledenvironment. Create and sustainauthentic conversations. Listen Conversation audit to understand what is being discussed Understand context and communicate with relevance Evaluate How did we shift perception?
- 40. don’t fret over labels
- 41. tomorrow they’ll be gone
- 43. social is not “emerging”
- 44. even if you are
- 45. “ in a connected world, power shifts to those best able to connect. ” DovSeidman
- 46. thanks. i’m blogging this. www.twitter.com/PercepCounsel
Editor's Notes
- They don’t buy it without googling it first.
- - Facebook groups allow you to connect directly with your audience/ stakeholders, where they are connecting Not just a platform for engaging with youth, nearly half of all facebook users are over 26yrs old - Over 150 million people are actively usingFacebook – almost half use Facebook every day.People align around interpersonal relationships and common interestsSocial networks make it easier to stay in touchShare content and updatesQuickly mobilise people around issues that matter to them
- Peter
- In the past 500 years of human history there have been four media revolutions. Each fundamentally changed the way we communicated. Printing press, movable type, inkTwo-way conversations with the telegraph then the telephone – revolutionised communications Recorded media – photos, sound, images – led to historical records – still one to manyHarnessing the electromagnetic spectrum enabled us to send sound and images through airwaves – first radio then television
- As Thomas Jefferson said – every generation needs its revolution. Make no mistake. Social media is the “largest increase in expressive capability in human history”.We do not have a choice. The question is NOT do we want to participate. It is happening and people are actively engaged in discussing your brand – and your clients. The question is, “how do we participate”?
- Today we’re in the midst of the fifth media revolution in the past 500 years. That places firms like Deloitte in prime position to provide direction, guidance and support to clients.
- To understand social media we need to understand people.
- Technology allows new ways of expressing ourselves.From Guttenberg to Blogspot – everyone has looked for ways to express themselves. This is the greatest democratic movement in history of the world – the liberation of the individual voice.
- Consumer controlWhen, where and how they access informationInstant gratificationSearch as a cultural phenomenonEmigration away from mainstream mediaLooking for specialized, not generalized contentNiche communitiesPeople seek out those in-the-know or in a similar circumstanceGo where the audience lives Great way to reach target audiences and generate measurable results
- www.changemakers.org/index.php?s=2
- Brand reputations are increasingly defined by Google20% – 30% of all searches are brand related
- PR is no longer just public relations but is more about powerful relationships
- In fact in 5 years time “The Economist” predicts these sites will disappear – they impose artificial boundaries impeding the free flow of information. Think instead of your personal space without boundaries – independent of any one site.
- You need to help clients create an environment to convene and support groups.The choice is NOT – “do we participate.” This is the environment today. Participate or not you are in the conversation. Now the question is – HOW do you participate?
- Finally, we need to rethink our view of socialSocial is not off to the side. Should be core, ongoing effort. Should be part of every program. Media, Search, and SocialIt’s not a question of will it work for us.Because it works for the consumer.
- I bet Hillary Clinton would agree with this.The social web changes power dynamics, and the brands that can become connectors will win.