Shell Malaysia
LOOKING TO WHAT’S NEXT:
THE FUTURE OF COMMUNICATIONS
Leigh Wong
Head of Media Relations & Issues Management...
Shell Malaysia
MY STORY SO FAR…
2May 2015Comms Malaysia 2015
Shell Malaysia 3May 2015Comms Malaysia 2015
Globalisation &
Hyperconnectivity
Big Data &
The Internet of Everything
Always
social
Ever-fragmenting
media channels
Chan...
Shell Malaysia 5May 2015Comms Malaysia 2015
Today’s scarcest resources are attention and engagement.
Shell Malaysia
“Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. No...
Shell Malaysia
Transactional
Marketing
Relationship
Marketing
Collaborative
Marketing
View of value
Value is associated wi...
Shell Malaysia
Shell Malaysia
#1: EMBRACE & CO-CREATE WITH YOUR COMMUNITY
9May 2015Comms Malaysia 2015
Shell Malaysia
#makethefuture
Morro da Mineira
Project
Shell Malaysia
Shell Malaysia
#makethefuture
Morro da Mineira
Project
Shell Malaysia
#2: TELL AUTHENTIC STORIES
13May 2015Comms Malaysia 2015
Shell Malaysia 14May 2015Comms Malaysia 2015
Source: Gaping Void
Shell Malaysia
Shell Malaysia
Compelling stories give people a reason to connect.
WHY IS STORYTELLING IMPORTANT?
Compelling stories influ...
Shell Malaysia
STORIES NEED TO BE RATIONAL AND EMOTIONAL
Good
storytelling is
visceral
Shell Malaysia
Emotional Engagement
STORYTELLING IS A TECHNIQUE:
Shell Malaysia
Journey:
Range of
sources. In
2050, up to
30% renewables
with the rest:
fossil fuels &
nuclear
Shell: Clean...
Shell Malaysia
#3: INTEGRATE ACROSS MEDIA
21May 2015Comms Malaysia 2015
Shell Malaysia
Shell Malaysia
Shell Malaysia
Shell Malaysia
#4: BUILD YOUR OWNED MEDIA PLATFORMS
25May 2015Comms Malaysia 2015
Shell Malaysia
MAKETHEFUTURE.SHELL.COM
26May 2015Comms Malaysia 2015
Shell Malaysia 27May 2015Comms Malaysia 2015
http://www.nytimes.com/projects/2012/snow-fall
Shell Malaysia 28May 2015Comms Malaysia 2015
Shell Malaysia
http://blogs.technet.com/b/next/
29May 2015Comms Malaysia 2015
Shell Malaysia 30May 2015Comms Malaysia 2015
Shell Malaysia
#1: Embrace & Co-create with your community
#2: Tell Authentic Stories
#3: Integrate Across Media
#4: Build...
Shell Malaysia
Leigh Wong
Head of Media Relations & Issues Management
Shell Malaysia
 leigh.wong@shell.com
giokleigh
face...
Comms Malaysia 2015: Looking To What's Next - The Future Of Communications
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Comms Malaysia 2015: Looking To What's Next - The Future Of Communications

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The presentation I delivered at Comms Malaysia 2015 (http://www.marketing-interactive.com/communications/my/). Titled "Looking To What's Next - The Future Of Communications", it explores the disruptions impacting marketing and communications today and what capabilities practitioners need to develop for the future. It also shares some case study/examples from both Microsoft and Shell.

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Comms Malaysia 2015: Looking To What's Next - The Future Of Communications

  1. 1. Shell Malaysia LOOKING TO WHAT’S NEXT: THE FUTURE OF COMMUNICATIONS Leigh Wong Head of Media Relations & Issues Management @giokleigh 1May 2015Comms Malaysia 2015
  2. 2. Shell Malaysia MY STORY SO FAR… 2May 2015Comms Malaysia 2015
  3. 3. Shell Malaysia 3May 2015Comms Malaysia 2015
  4. 4. Globalisation & Hyperconnectivity Big Data & The Internet of Everything Always social Ever-fragmenting media channels Changing interfaces Communications is being disrupted Ubiquitous Connectivity
  5. 5. Shell Malaysia 5May 2015Comms Malaysia 2015 Today’s scarcest resources are attention and engagement.
  6. 6. Shell Malaysia “Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch 6May 2015Comms Malaysia 2015
  7. 7. Shell Malaysia Transactional Marketing Relationship Marketing Collaborative Marketing View of value Value is associated with a company’s offering. Maximize value in exchanges Value is associated with customer relationships. Maximize lifetime value of relationships Value is associated with experiences. Maximize value of co- created experiences View of market Place where value is exchanged between customers and the firm. Market is separate from the value creation process Market as a forum where value is co- created through interaction and dialogue Role of customer Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Prosumers – active participants in value co-creation Role of firm Define and create value for consumers Attract, develop, and retain profitable customers Engage customers in defining and co- creating unique value Nature of Customer Interaction Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively about customers Active dialogue with customers and communities Source: Mohan Sawhney, Kellogg School of Management WE ARE NOW IN THE COLLABORATIVE MARKETPLACE 7May 2015Comms Malaysia 2015
  8. 8. Shell Malaysia
  9. 9. Shell Malaysia #1: EMBRACE & CO-CREATE WITH YOUR COMMUNITY 9May 2015Comms Malaysia 2015
  10. 10. Shell Malaysia #makethefuture Morro da Mineira Project
  11. 11. Shell Malaysia
  12. 12. Shell Malaysia #makethefuture Morro da Mineira Project
  13. 13. Shell Malaysia #2: TELL AUTHENTIC STORIES 13May 2015Comms Malaysia 2015
  14. 14. Shell Malaysia 14May 2015Comms Malaysia 2015 Source: Gaping Void
  15. 15. Shell Malaysia
  16. 16. Shell Malaysia Compelling stories give people a reason to connect. WHY IS STORYTELLING IMPORTANT? Compelling stories influence behaviors. Inform Engage Inspire
  17. 17. Shell Malaysia STORIES NEED TO BE RATIONAL AND EMOTIONAL
  18. 18. Good storytelling is visceral
  19. 19. Shell Malaysia Emotional Engagement STORYTELLING IS A TECHNIQUE:
  20. 20. Shell Malaysia Journey: Range of sources. In 2050, up to 30% renewables with the rest: fossil fuels & nuclear Shell: Cleaner sources & using energy more efficiently. Emotional Engagement STORYTELLING AT SHELL: MEET THE WORLD'S GROWING ENERGY NEEDS IN A RESPONSIBLE WAY
  21. 21. Shell Malaysia #3: INTEGRATE ACROSS MEDIA 21May 2015Comms Malaysia 2015
  22. 22. Shell Malaysia
  23. 23. Shell Malaysia
  24. 24. Shell Malaysia
  25. 25. Shell Malaysia #4: BUILD YOUR OWNED MEDIA PLATFORMS 25May 2015Comms Malaysia 2015
  26. 26. Shell Malaysia MAKETHEFUTURE.SHELL.COM 26May 2015Comms Malaysia 2015
  27. 27. Shell Malaysia 27May 2015Comms Malaysia 2015 http://www.nytimes.com/projects/2012/snow-fall
  28. 28. Shell Malaysia 28May 2015Comms Malaysia 2015
  29. 29. Shell Malaysia http://blogs.technet.com/b/next/ 29May 2015Comms Malaysia 2015
  30. 30. Shell Malaysia 30May 2015Comms Malaysia 2015
  31. 31. Shell Malaysia #1: Embrace & Co-create with your community #2: Tell Authentic Stories #3: Integrate Across Media #4: Build Owned Media Platforms BUILD YOUR CAPABILITIES FOR THE FUTURE OF COMMUNICATIONS 31May 2015Comms Malaysia 2015
  32. 32. Shell Malaysia Leigh Wong Head of Media Relations & Issues Management Shell Malaysia  leigh.wong@shell.com giokleigh facebook.com/giokleigh linkedin.com/in/leighwong THANK YOU FOR YOUR PATIENCE & YOUR STAMINA. LET’S KEEP ENGAGING!

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