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Neville Hobson


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Neville Hobson

  1. 1. Neville Hobson, ABC Manchester, July 1, 2008 Signs of Encouragement on the Horizon
  2. 3. <ul><li>Consumers, citizens, and employees (the same thing) have changed </li></ul><ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul><ul><li>They pull content that interests them </li></ul><ul><li>They create their own content, original and mashups </li></ul><ul><li>They pay attention to (and are influenced by) word of mouth </li></ul>
  3. 4. <ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul><li>The appearance and empowerment of myriad new stakeholders </li></ul>
  4. 15. <ul><li>The product or service being pitched by email is obviously not one that the recipient would have much interest in </li></ul><ul><ul><li>A fact that would be very easily apparent if the pitcher had taken even a cursory glance at the recipient’s blog </li></ul></ul>
  5. 16. <ul><li>The email includes an unsolicited Word document attachment </li></ul><ul><ul><li>And not everyone uses Word </li></ul></ul>
  6. 17. <ul><li>The pitcher writes a pseudo-friendly greeting but it only looks like a bad database mail merge </li></ul><ul><ul><li>My favourite: “Hi, Neville ,” (notice the space between my name and the final comma) </li></ul></ul><ul><ul><li>A close second is the simple “Hi ,” with that same space (yes, I’ve had lots of emails like that) </li></ul></ul>
  7. 18. <ul><li>The email contains nothing but the text of a press release </li></ul><ul><ul><li>That sin is compounded when the email subject line says ‘press release’ or ‘latest announcement from XYZ Company’ </li></ul></ul><ul><ul><li>The nail’s in the coffin when the email also includes the press release as a Word attachment with lots of font and other document formatting </li></ul></ul>
  8. 25. Consumer promotes brand 4 1 Talk at the consumer 2 Consumer interacts with message 3 Consumer interacts with brand Consumer 2 3 4 1 Conversational One-way Messaging Experiential Two-way Communication
  9. 26. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is “in control” </li></ul><ul><li>Content creation and distribution have been democratized </li></ul><ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is essential </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
  10. 28. <ul><li>Leadership in defining and instilling company values </li></ul><ul><li>Leadership in building and managing multi-stakeholder relationships </li></ul><ul><li>Leadership in enabling the enterprise with “new media” skills and tools </li></ul><ul><li>Leadership in building and managing trust, in all its dimensions </li></ul>The Chief Communications Officer must now assume a leadership role:
  11. 29. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: