Future of Communications Public Engagement in an Interconnected World
Communications started  small
When press is the only channel Earned media is the only PR
News becomes a business Advertising drives paid media
Technology brings media creation to the desktop Proliferation of owned properties
Communications Factory in Silos PR drives EARNED media Brand drives OWNED properties
How do you relate to the public?
Organizations broadcast  messages  at  audiences
The web becomes participatory and social Social platforms and behaviors drive direct participation
Participation drives engagement
How do you relate to the public now?
SOCIAL platforms PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS DIGITAL PROPERTIES WEBSITES CUSTOM...
Public Engagement  is the meaningful involvement of communities in organization structure and communications strategy. Par...
Public relations is more like  community organizing than  media management
Willingness to engage in  public, open conversation  and  value authenticity Take a holistic view of communications across...
The Power of Digital in the Obama Campaign <ul><li>What you do and how you do it flow out of who you are </li></ul><ul><li...
Values > Mission > Strategy > Tactics
Money, Message, and Mobilization <ul><li>2.4M Facebook friends </li></ul><ul><li>90M YouTube views </li></ul><ul><li>$500M...
OUTCOMES
Growing at Edelman <ul><li>Bring new perspective to global organizations and environments </li></ul><ul><li>Drive communit...
The Edelman Digital Capabilities <ul><li>Communications & Content </li></ul><ul><ul><li>core narrative </li></ul></ul><ul>...
Specialty Offerings Digital Crisis Readiness and Response Privacy and Security in Corporate Communications Community Manag...
Emerging Digital Behaviors that Drive Engagement <ul><li>Value becomes lifetime </li></ul><ul><li>Shopping becomes collabo...
VALUE BECOMES LIFETIME: ACTION ITEMS <ul><li>Connecting short-term actions to coherent master narrative is essential </li>...
SHOPPING BECOMES COLLABORATIVE: ACTION ITEMS <ul><li>Buying in new places on new platforms </li></ul><ul><li>Incentivize s...
BUSINESS BECOMES SOCIAL: ACTION ITEMS <ul><li>Plan for scale (moving beyond experiments) </li></ul><ul><li>Organize accord...
LOCATION, LOCATION, LOCATION: ACTION ITEMS <ul><li>Integrate real world events with digital strategy </li></ul><ul><li>Loo...
PRIVATE BECOMES PUBLIC: ACTION ITEMS <ul><li>Be prepared for public engagement (social media guidelines etc.) </li></ul><u...
PLAY BECOMES SERIOUS : ACTION ITEMS <ul><li>Make it feel like a game </li></ul><ul><li>Encourage competition amongst peers...
SOCIAL MEDIA PRESENTATION Thank You @michaelslaby
 
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CIPRA-WORKSHOP Future Communications By Michael Slaby Edelman Digital

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Michael Slaby presentation on Digital Engagement and Social Media for CIPRA-Edelman Workshop in China

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  • In this media landscape?
  • In this the world we inhabit now -- what this requires of us as communications professionals and strategists to take advantage of the incredible opportunity presented by a world driven by engagement? Regardless of the individual platforms and tactics deployed that vary by industry and more importantly regionally – the values of transparency, dialogue, empowering individuals as essential members of your organization are essential for us to embrace and involve in our strategic planning.
  • CIPRA-WORKSHOP Future Communications By Michael Slaby Edelman Digital

    1. 1. Future of Communications Public Engagement in an Interconnected World
    2. 2. Communications started small
    3. 3. When press is the only channel Earned media is the only PR
    4. 4. News becomes a business Advertising drives paid media
    5. 5. Technology brings media creation to the desktop Proliferation of owned properties
    6. 6. Communications Factory in Silos PR drives EARNED media Brand drives OWNED properties
    7. 7. How do you relate to the public?
    8. 8. Organizations broadcast messages at audiences
    9. 9. The web becomes participatory and social Social platforms and behaviors drive direct participation
    10. 10. Participation drives engagement
    11. 11. How do you relate to the public now?
    12. 12. SOCIAL platforms PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS DIGITAL PROPERTIES WEBSITES CUSTOM BUILT PORTALS Communications Across Diffused Interconnected Media OUTPOSTS RELEVANT MESSAGE BOARDS BLOGOSPHERE EARNED media OWNED properties EMBASSIES RICH MEDIA CONTENT ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
    13. 13. Public Engagement is the meaningful involvement of communities in organization structure and communications strategy. Participation with communities instead of broadcasting at audiences
    14. 14. Public relations is more like community organizing than media management
    15. 15. Willingness to engage in public, open conversation and value authenticity Take a holistic view of communications across media and channels with a focus on driving participation Engage across all media through a strategic lens of values not tactics
    16. 16. The Power of Digital in the Obama Campaign <ul><li>What you do and how you do it flow out of who you are </li></ul><ul><li>Structure for success </li></ul><ul><li>Don’t underestimate the value of humility </li></ul><ul><li>Know where you’re going </li></ul>
    17. 17. Values > Mission > Strategy > Tactics
    18. 18. Money, Message, and Mobilization <ul><li>2.4M Facebook friends </li></ul><ul><li>90M YouTube views </li></ul><ul><li>$500M online donations </li></ul><ul><li>4M individual donors </li></ul><ul><li>3M volunteers </li></ul>
    19. 19. OUTCOMES
    20. 20. Growing at Edelman <ul><li>Bring new perspective to global organizations and environments </li></ul><ul><li>Drive community organizing as the dominant engagement posture for corporate communications </li></ul><ul><li>Evolve the power balance between organizations and individuals </li></ul><ul><li>Evolve the firm and the industry to embrace digital as the core of all public relations rather than a specialty service </li></ul>
    21. 21. The Edelman Digital Capabilities <ul><li>Communications & Content </li></ul><ul><ul><li>core narrative </li></ul></ul><ul><ul><li>content strategy </li></ul></ul><ul><ul><li>message planning </li></ul></ul><ul><ul><li>storytelling and copy development </li></ul></ul><ul><ul><li>video </li></ul></ul><ul><li>Owned Properties </li></ul><ul><ul><li>site strategy </li></ul></ul><ul><ul><li>design / build </li></ul></ul><ul><ul><li>feature / function specification </li></ul></ul><ul><ul><li>CMS </li></ul></ul><ul><li>Earned & Social Media </li></ul><ul><ul><li>social platform strategy </li></ul></ul><ul><ul><li>social media training </li></ul></ul><ul><ul><li>embassies and envoys </li></ul></ul><ul><ul><li>community building, outreach, and mgmt </li></ul></ul><ul><li>Paid Media & Search </li></ul><ul><ul><li>strategy, planning, and buying </li></ul></ul><ul><ul><li>seo / sem </li></ul></ul><ul><ul><li>feed optimization </li></ul></ul><ul><ul><li>paid media </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>program strategy </li></ul></ul><ul><ul><li>carrier relations </li></ul></ul><ul><ul><li>mobile web </li></ul></ul><ul><li>Apps </li></ul><ul><ul><li>platform strategy </li></ul></ul><ul><ul><li>development and integration </li></ul></ul><ul><ul><li>promotion </li></ul></ul><ul><li>Design and Technology </li></ul><ul><ul><li>design </li></ul></ul><ul><ul><li>brand identity & art direction </li></ul></ul><ul><ul><li>information architecture </li></ul></ul><ul><ul><li>content management systems </li></ul></ul><ul><ul><li>application development </li></ul></ul><ul><li>Research, Monitoring, and Analytics </li></ul><ul><ul><li>strategic research </li></ul></ul><ul><ul><li>influencer analysis and outreach </li></ul></ul><ul><ul><li>conversation audit </li></ul></ul><ul><ul><li>program monitoring </li></ul></ul><ul><ul><li>conversation tracking </li></ul></ul><ul><ul><li>industry, channel, and community analysis </li></ul></ul>
    22. 22. Specialty Offerings Digital Crisis Readiness and Response Privacy and Security in Corporate Communications Community Management Social Media Training Day Parting Engagement Semantic Engagement Bi-level Awareness: Situational and Ambient Embassies, Ambassadors, and Envoys
    23. 23. Emerging Digital Behaviors that Drive Engagement <ul><li>Value becomes lifetime </li></ul><ul><li>Shopping becomes collaborative </li></ul><ul><li>Business becomes social </li></ul><ul><li>Location, location, location </li></ul><ul><li>Private becomes public </li></ul><ul><li>Play becomes serious </li></ul>
    24. 24. VALUE BECOMES LIFETIME: ACTION ITEMS <ul><li>Connecting short-term actions to coherent master narrative is essential </li></ul><ul><li>Resourcing is a long-term strategy </li></ul>
    25. 25. SHOPPING BECOMES COLLABORATIVE: ACTION ITEMS <ul><li>Buying in new places on new platforms </li></ul><ul><li>Incentivize sharing </li></ul><ul><li>Purchases as content </li></ul><ul><li>Group discounts </li></ul>
    26. 26. BUSINESS BECOMES SOCIAL: ACTION ITEMS <ul><li>Plan for scale (moving beyond experiments) </li></ul><ul><li>Organize accordingly </li></ul><ul><li>Integrate external with internal </li></ul><ul><li>Engage employees </li></ul>
    27. 27. LOCATION, LOCATION, LOCATION: ACTION ITEMS <ul><li>Integrate real world events with digital strategy </li></ul><ul><li>Look for ways to bring people together locally </li></ul><ul><li>Tap into “gaming” aspect and reward participation </li></ul><ul><li>Deliver value through incentives </li></ul><ul><li>Experiment with pilot programs </li></ul>
    28. 28. PRIVATE BECOMES PUBLIC: ACTION ITEMS <ul><li>Be prepared for public engagement (social media guidelines etc.) </li></ul><ul><li>Create rules of engagement for social media participation </li></ul><ul><li>Monitor conversations in all ecosystems (owned, paid, earned, social) </li></ul><ul><li>Participate authentically </li></ul><ul><li>Harness “social sharing & broadcasting” </li></ul><ul><li>Assume all interactions are now public </li></ul>
    29. 29. PLAY BECOMES SERIOUS : ACTION ITEMS <ul><li>Make it feel like a game </li></ul><ul><li>Encourage competition amongst peers </li></ul><ul><li>Use carrots, not sticks </li></ul><ul><li>Reward participation </li></ul>
    30. 30. SOCIAL MEDIA PRESENTATION Thank You @michaelslaby

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