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International Communications Strategy - Book Launch


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Formal presenation given by Silvia Cambie and Yang-May Ooi at the launch of their book, International Communications Strategy on Wed 09 Sept 2009. The book is published by Kogan Page and has been nominated for the FT Goldman Sachs Business Book of the Year Award 2009.

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International Communications Strategy - Book Launch

  1. 1. By Silvia Cambié and Yang-May Ooi London, 9 th September 2009
  2. 2. The D ay the W orld C hanged
  3. 3. Change is S till H appening <ul><li>Mutual Fund Assets under Management </li></ul><ul><li>Europe -10% </li></ul><ul><li>North America +7.4% </li></ul><ul><li>Asia +19.2% </li></ul><ul><li>South Africa +60.9% </li></ul><ul><li>South America +37.6% </li></ul><ul><li>April 2009 </li></ul><ul><li>Source: Cerulli Associates </li></ul>
  4. 4. Globalization 3.0 <ul><li>New type of multinational coming on world stage </li></ul><ul><li>Not aping the West </li></ul><ul><li>Used to dealing with ambiguity and paradoxes </li></ul>
  5. 5. New Publics <ul><li>Transformation of journalism (CitJos, social media, etc.) </li></ul><ul><li>New ways of bonding creating new awareness </li></ul><ul><li>Instead of controlling the message, inspire the public to spread the message </li></ul>
  6. 6. Social media as a Cross-Cultural Space <ul><li>Changing the way we communicate </li></ul><ul><li>Influence – no longer passive audience </li></ul><ul><li>Authentic, personal voice is key </li></ul><ul><li>Cross-cultural space </li></ul>
  7. 7. Major Trends in Social Media <ul><li>Active engagement with </li></ul><ul><li>news, info & entertainment </li></ul><ul><li>Personal connections beyond location </li></ul><ul><li>iPhone & smartphones </li></ul><ul><li>How to engage? </li></ul>
  8. 8. Reaching Out to New Publics Online <ul><li>Authentic voice to build trust </li></ul><ul><li>Peer to peer </li></ul><ul><li>Emerging technologies </li></ul>
  9. 9. Communications Model for Social Media <ul><li>Tsunami Blog </li></ul>
  10. 10. What next? <ul><li>Multimedia </li></ul><ul><li>Mobile </li></ul><ul><li>Real time </li></ul><ul><li>Personalised </li></ul>
  11. 11. Wh ere is Communication going? <ul><li>Study of cultural ecosystems </li></ul><ul><li>Shift from content creation to relationship management </li></ul>
  12. 12. [email_address] [email_address]