21st Century Corporate Communications


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Presentation I delivered at Fairfield University, Fairfield, CT. 9/24/12

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  • 09/27/12 17:51 My name is Christopher Bishop and I am a currently working as a senior communications specialist in IBM’s Global Financing organization. I am delighted to be here. Let me give you a sense of what I am going to speak about this evening…
  • 09/27/12 17:51 Some background on who I am and how I got to where I am today at IBM Provide a wider aperture view – describe how changes in technology have impacted culture and hence communications over the past 250 years Talk about the new paradigm for communication – from a fiat issued from above to a dialogue, a conversation Spend a fair amount of time talking about the importance of social media My perspective on what you need to focus on broadly – in order to be successful And a page with a few wide-ranging resources [NEXT SLIDE]
  • 09/27/12 17:51 When I graduated in 1972, there were no: no personal computers, no World Wide Web, no cell phones, no Facebook, no DVDs’ also - no hybrid cars, no blogging, no texting, no Leet Speak, no cloning, no mapping the human genome, no space shuttle, no microloans, no wireless power, no black president,
  • 09/27/12 17:51 During your careers you will be on a first name basis and work on a daily basis with people in many different locations World is Flat-Thomas Friedman; Here Comes Everybody, Cognitive Surplus – Clay Shirky
  • 09/27/12 17:51 Newer technologies have been taking hold at two and three times previous rates Years to reach 50% in U.S. marketplace adoption – Telephone – 80 Radio – 38 TV – 13 Internet – 4 Metaverse - ? [NEXT SLIDE] 200 million users of My Space as of Sept 2006 –If it were a country it would be the 11 th largest in the world – between Japan and Mexico Number of text messages sent and received every day exceeds the number of people on the planet 40 exabytes (4.0 X 10 19 th power) of new information will be generated this year-more than in the previous 5000 years it’s a good time to be having this discussion about the changing nature of innovation. Because as this chart illustrates, there’s simply no doubt that the pace of innovation, and the time between important new innovations, is changing. Today, new technologies are taking hold at double or triple the previous rate. Compare the penetration of cell phones in our society with the telephone. The invention of the telephone took nearly 40 years to reach the same societal penetration as cellular technology has in five years. All of which comes with implications for about ability to absorb, adapt and respond to the policy and ethical implications that always accompany technical advances.
  • 09/27/12 17:51 Every 40 – 60 years over the past three centuries, society has witnessed a great surge of business innovation sparked by technological advances which usher in a revolutionary new era . Each follows a predictable pattern of two distinct periods of 20-30 years. There have been five such surges in modern history according to Carlota Perez, who teaches at Cambridge University, wrote a very important book called "Technological Revolutions and Financial Capital," about how the world economy has developed. She found a consistent pattern in how these phases emerge, I’m going to spend a little time on this historical approach, to give you a sense of the basic logic, because the same pattern plays out time and again. We see this pattern around every major new technology . Something new emerges, and all of a sudden we need to go back and deal with some of the societal infrastructural issues . Then the technology can take off. In the late 1840s, investors poured money into new railways with little regard for where they were routed, how well they were designed or how many rail lines the market really needed. And there was no thought given to standards, so when two lines approached each other, they'd find their tracks didn't line up. - To some, this period is a much more boring affair. All the quick bucks have been made. The emphasis is no longer on raw technology but on how to apply and capitalize on it. Period of invention generates wholly new products, markets and industries and a new infrastructure to support its growth. Speculative capital inevitably leads to a bubble, an economic meltdown and a correction. Market adjusts, resulting in extended period of "deployment“ The same pattern occurred with steam railways in 1829; with steel, electricity, and heavy engineering in 1875; with oil, autos, and mass production in 1908; and right up to the present era, which she calls information and telecommunications, starting in 1971. that we're just starting the deployment phase of the information and telecommunications era, which will take perhaps 25 to 45 years to get really baked into our society. This model is in play today – the Internet and Web and social media and wireless are all new technologies being incorporated into the daily fabric of global culture – driving disruptive and emergent business models as well as socio-cultural and political change [NEXT SLIDE]
  • 09/27/12 17:51 You can’t improve what you can’t measure – and schedule! Touches depend on all the previous factors – is it a press release tied to a product or program announcement? Or a monthly newsletter from an exec to his/her team? [NEXT SLIDE]
  • 09/27/12 17:51 Here are some of the tactics we use at IBM to share messages with internal and external audiences. [NEXT SLIDE]
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  • 09/27/12 17:51 In terms of trusted sources of information, people we have never met but who communicate clearly and have a solid reputation are outpacing relatives and friends. Think of them as *strangers with experience or expertise*. And advertising is in a distant 8 th place! [NEXT SLIDE]
  • 09/27/12 17:51 Because corporate communications covers a range of tactics, you need to know about terminology and processes related to writing, creating images, designing Web sites, editing video, producing blogs and tweets, measuring value of on-line content, understanding options in virtual worlds [NEXT SLIDE]
  • 09/27/12 17:51 We get direction for look and feel as well as tenor and tone and messaging from the top of the business – Marketing and Communications Audience: worldwide employees – execs, sales and field teams, delivery teams Objective: call to action, share info on IBM in general, HR news, business unit info as appropriate Tactics: PowerPoint, exec memos, intranet, newsletters [NEXT SLIDE]
  • 09/27/12 17:51 These tactics are targeted at our external audiences: Objectives: provide IBM-specific information tailored to unique communities Audience: analysts, investors, shareholders, press/media Tactics: press releases, public Web sites, flyers, PowerPoint, social media Let’s talk about social media… [NEXT SLIDE]
  • 09/27/12 17:51 Does this woman look familiar!? I use this as a metaphor for the degree to which social media has permeated the global culture Who has a Twitter handle? A LinkedIn profile? A Facebook page? A Flickr photostream? A Google+ account? [NEXT SLIDE] …
  • 09/27/12 17:51 Wide-ranging multi-faceted value prop: Share expertise Find expertise Self-promote Make connections Collaborate Recommend Communicate
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  • Mention – I manage the IGF Twitter ID – 6 tweets spread out over the day,
  • 09/27/12 17:51 In IBM’s Citizenship organization, we developed a *micro-brand* to identify our social media tactics [NEXT SLIDE]
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  • 09/27/12 17:51 We created a Flickr Photostream where we post images related to IBM Citizenship activities. This is a set of photos taken when a team of African students and young entrepreneurs came to IBM headquarters last summer for a visit. [NEXT SLIDE]
  • 09/27/12 17:51 We also use virtual worlds to communicate – this image is from an IBM Academy of Technology Conference that we ran in Second Life. [NEXT SLIDE]
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  • 21st Century Corporate Communications

    1. 1. Corporate Communications21st Century PerspectiveChristopher BishopSenior Communications SpecialistIBM Global FinancingFairfield UniversitySeptember 24, 2012 © 2009
    2. 2.  Socio-historical perspective  Strategic communications  New models  Role of social media2
    3. 3. The world is changing…rapidly3
    4. 4. …CRAZY? 4
    5. 5. 5
    6. 6. Technology adoption continues to accelerate 100 Television Electricity Telephone % Penetration Radio Automobile VCR 50 PC Cellular 25 et er n Metaverse I nt 0 25 50 75 100 125 150 Years YEARS6
    7. 7. Five historical cycles … Innovation Deployment Invention Frenzy Synergy Maturity hsar C • Formation of Mfg. industry The Industrial Panic 1 1771 • Repeal of Corn Laws 1829 Revolution 1797 opening trade • Joint stock companies 2 Age of Steam Panic • Industry exploits economies 1829 1873 and Railways 1847 of scale Depression • Separation of savings, 3 Age of Steel, Electricity 1875 1893 investment banks 1920 Heavy Engineering • FDIC, SEC • Build-out of Interstate 4 Age of Oil, Automobiles Crash 1908 1929 highways 1974 and Mass Production • IMF, World Bank, BIS Age of Information and Dot.com Current period of 5 Telecommunications 1971 Collapse Adoption Source: “Technological Revolutions and Financial Capital”, Carlota Perez, 20027
    8. 8. Approach: begin by defining objectives, identify messages, determine audiences, and then determine tactics and frequency Key Segment Determine Create Objectives Messages audience tactics calendar   What are the  Who are the  How do they  How frequently do key messages audiences by want to we want to touch that we want to role, org, Geo? receive them? communicate? information?  Increased  Brand value  Clients  Multiple  Depends on awareness of  Robust portfolio  Employees channels audience IBM’s brand  Solid  Sales teams and portfolio performance  Media  Thought leader  Investors  Analysts8  Shareholders
    9. 9. A range of tactics for communication How do the various audience segments want to consume this information? 1. Email 2. PowerPoint presentations 3. Intranet articles 4. Announcement memos 5. Newsletters 6. Topic/program specific speeches 7. Collateral/slicks/flyers 8. Press releases 9. Blogs 10. Wikis 11. Podcasts 12. Video 13. BlackBerry Bullets 14. Virtual world events9
    10. 10. 21st century communication has evolved from a tops-down, one way interaction…to a conversation 2002 201210
    11. 11. The people formerly known as *the audience* are participating11
    12. 12. 12
    13. 13. Sources we trust have changed Trusted sources of information according to US Consumers, 1997 and 2007Source: eMarketer Bridge Ratings and University of Massachusetts 2007 Rated 1 (lowest) to 10 (highest)13
    14. 14. Pop quiz How many of these terms do you know? 1. HTML 5 2. Eps 3. Hootsuite 4. Server log 5. Click-throughs 6. Style Guide 7. Cascading Style Sheets 8. InDesign 9. B roll 10. Particles14
    15. 15. Internal communications15
    16. 16. External communications16
    17. 17. 17
    18. 18. What is the value of social media?  Share expertise  Find expertise  Self-promote  Make connections  Collaborate  Recommend  Communicate18
    19. 19. 19
    20. 20. Social marketing - TwitterIGF offerings•Blog post about IGF offeringEvents•Win More, Sell More-BPWebinarIBM announcements•Pre-announce TweetChat forIBM PureSystems
    21. 21. Social marketing – across IBMPotential additional audience based on1Q Twitter followers = >141,000
    22. 22. IGF Social marketing: LinkedIn Join our community
    23. 23. 24
    24. 24. 25
    25. 25. 26
    26. 26. Virtual worlds27
    27. 27. Prepare for success Write well Embrace technology, stay current Be well-read: know what is going on in the world Work with global teams – collaborate Network28
    28. 28. THANKS! christopherbishop123@gmail.com http://twitter.com/chrisbishop http://www.christopherbishop.net SL: Christopher Express29
    29. 29. 30
    30. 30. Selected Resources Wired Magazine Edward Tufte Huffington Post BBC – Click Jacked Up-Bill Lane (Jack Welch’s speechwriter)31