New Communication Strategies Reputation and Credibility Creation in this Inter-connected World 2.0 Masterclass MIRBIS Rui Martins Moscow 2011

Masterclass MIRBIS, 18 April 2011
©Rui Martins (Copy right protected)
New Communication Strategies Reputation and Credibility Creation
in this Inter-connected World 2.0

Commitment•Solidarity•Tolerance•Internationality...InspiringtheChange!www.dianova.pt
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4
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A Fad or a Revolution?
The eTraditional Way of Engaging
So, What’s Changed?
Integrated Communications
Connected, Communicating, Community-oriented
1 Achieving Results!

3
7.818 People
(Youth, Adults,
Seniors)
2007-2009
2007:
1.113
2008:
2.041
2009:
4.664 Community Development: 3.081
Prevention & Education: 2.671
Training & Empower: 1.541
Social inclusion: 288
Treatement: 237

4
6 Regional
EACD
Lisbon
Debates
2008-2010
Relevant &
Up-to-date
Discussion
Topics
34 New
Memberships
Portugal
+200 Top
Communication
Professionals

5
2 Forum
Communication
On Top Davos
2010-2011
Building-up
High profile
Event
Worldwide
200 Top Comm
Speakers &
Attendants
+20 Countries
From
5 Continents

6
10 Master
Students
(Health Mng
Administration)
1 new Thesis on
Social Marketing
defended with
Very Good

7
http://www.youtube.com/watch?v=ajAieyJbhtQ&feature=related
http://www.youtube.com/watch?v=omSKo1OW6CU&feature=related

8
The Winners & Losers of Social Networking [INFOGRAPHIC]
http://mashable.com/2011/04/12/social-networks-infographic/

9

10

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Driver 1: Generation
Net
Internet is:
• Global
• Open
• Transparent
• Interactive
• Real-time
•And is leveraging new
VALUES,
BEHAVIOURS and
EXPECTATIONS
Driver 2: Velocity of
Change
Driver 3: Global
Phenomena
Fonte Throwing Sheep in the Boardroom, Soumitra Dutta, 2009 www.throwingsheep.com
Understanding and Winning with Social Networking

12
Social Media & Networking Framework

13
Organizations / Corporations
/ Governments
• Top-down, comand-and-
control, vertical hierarchies
• Compartimented
• Corporate Man: corporate
identity, inhibition
Social Networks
• Horizontal social architecture
• Open, collaborative,
participative, bottom-up
• Personal identity:
desinhibition
A new Architecture of Collaboration

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RevolucionaryPower Threatening
CHALLENGES: Social Interaction, Organizational
Behaviour, Corporate Management and Democratic
Governance
Social Media is less about... ... And more about…
Unidirectional communication Bidirectional communication
Control Influence
Hierarchy Searchable
News report Community
Shifting Authenticity
Social Media what is it about?
Democracy Web 2.0 → Knowledge + Specialization + Performance =
New forms of Social Capital: Horizontal Collaboration &
Cooperation in solving problems

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Associations of
friendships and alliances
around
Products, Services,
Ideas, Causes
and Brands
Human
Interaction
Ecossystem that shapes
attitudes and behaviours
It’s driven by
People
in Communities
in which they
communicate
and congregate
It’s Create,
Share and
Discover
New Content
It’s create
vibrant,
enriched
Cultures and use
Tools to be
connected
Connecting
Communicating
Participating
deVirtualizing vs
Meeting Personally
Developing
Relationships
Networking
Leveraging
Opportunities
Engaging
Adding Value
Social Media is Social Science not Technology

16
SN: activities, practices and behaviours between communities of
people that get together online to share information, knowledge and
opinions using conversational media
SM: online applications that allow to easily create and transmit
content as words, images, videos or podcasts
Social Media Management = engagement that allows
Brands to engage with Clients, Prospects, Employees and
other key Stakeholders facilitating:
Communication Collaboration Education Entretainment
Social Media vs Social Networking

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Social networking: Facebook, Linkedin, Plaxo, Orkut, Ning, MySpace, Bebo
Publish: Blogger.com, Joomla, Slideshare, Wikipedia, Wordpress, TypePad
Photo sharing: Flickr, Picasa, SmugMug, Zooomr, Twitxr
Audio: iTunes, Podcast.net, Rhapsody
Video: YouTube, Google Video, Metacafe, Viddler
Microblogging: Twitter, Twitxr
Livecasting: BlogTalkRadio, Live 365, Justin.Tv, Shoutcast, TalkShoe
Virtual worlds: Active Worlds, Kaneva, Second Life, There, ViOS
Gaming: Entropia Universe, EverQuest, Halo3, World of Warcraft
Productivity Applications: AOL, Constant Contact, Google Alerts, Google
Docs, Google Gmail, Survey Monkey, Yahoo!, Zoomerang
Aggregators: Digg, FriendFeed, Google Reader, iGoogle, My Yahho!, Yelp
RSS: Atom, FeedBurner, Pingshot, RSS 2.0
Search: Google Search, MetaTube, Technorati, Yahoo! Search
Mobile: AOL Mobile, CallWave, Jott, Jumbuck, SMS.ac
Interpersonal: Acrobat Connect, AOL Instant Messenger, iChat, Meebo, Skype
Choose the
most
appropriate
according
to Goals
15 Categories of Social Media

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Tool Internal Value External Value
Tool Internal Value External Value
Facebook 4 3 2 1 0 4 3 2 1 0
Linkedin 4 3 2 1 0 4 3 2 1 0
MySpace 4 3 2 1 0 4 3 2 1 0
Plaxo 4 3 2 1 0 4 3 2 1 0
Ning 4 3 2 1 0 4 3 2 1 0
Google Docs 4 3 2 1 0 4 3 2 1 0
Survey Monkey 4 3 2 1 0 4 3 2 1 0
Outras… 4 3 2 1 0 4 3 2 1 0
• What are
the Tools?
• How can
they be
used?
• What
API’s work
with?
• Who is
using them?
• Should we
use them?
4. Extrem. Valiable | 3. High Val.| 2. Valuable| 1. Litle Val.| 0. No Value
Social Networks Scorecard Tool

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• What are
the Tools?
• How can
they be
used?
• What
API’s work
with?
• Who is
using them?
• Should we
use them?
4. Extrem. Valiable | 3. High Val.| 2. Valuable| 1. Litle Val.| 0. No Value
Category Application or Tool
Social networking a)______________________4 3 2 1 0
b)______________________4 3 2 1 0
…
Publish a)______________________4 3 2 1 0
…
Microblogging a)______________________4 3 2 1 0
…
Social networking a)______________________4 3 2 1 0
…
Social Networks Scorecard Tool

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The Groundswell Ladder
Winning in a world tranformed by social technologies
Social trend in which People use Technology to achieve
what they need from each other, insstead of traditional
entities as Organizations
The Social Technographics Profile
Inactives
Spectatores
Adherents
Colectors
Crítics
Creators
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5
4
3
2
1
• None activity
• Read blogs,see videos from others, listen to podcasts, read online foruns, read
reviews/ratings clients
• Keep profile on social networ, visit social networks
• Use RSS feeds, Add Tags to pages or photos, Vote online
• Post ratings on products/services, coment blogs, contribute to foruns, Edit
wikis
• Publish a blog or website, upload video, upload created audio/music, write
articles or storytelling and publish

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1. COMMUNICATION
2. COLLABORATION
3. EDUCATION
4. ENTERTAINMENT
• How is perceived your communication
• How do you measure the effectiveness of your strategy?
• What are the drivers/triggers of your strategy that lead to a
greater action, feedback, behaviour?
• Why fail or are well succeed Organizations in collaboration?
• Does it relies on corporate culture or entrepreneurial habilities?
• What are the tools to collaborate that make a difference?
• How often do you need to educate your audiences?
• Do you seek opportunities to do it?
• How to use social media and networks to increase engagement?
• What attributes to appeal to your audience??
• What aspects to take into account eg humour?
4 Pilars of Social Media Strategy

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1. Understand how the 4 pilars aplly to your Brand and to create
well succeded online communities
2. Define behaviour to change within the content context
3. Generate ideas to create a well succeded online community
4. Turn your content appealing
5. Diferentiate content according to different communities:
1. Urban communities
2. Affinity communities
3. Intra-corporate communities
4. Vertical communities
5. Horizontal communities
6. Apply the best marketing management strategy to the online
community
4 Pilars of Social Media Strategy

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The revolution of media becoming social
6 elements of a successful social media campaign
1.
LISTEN
Online tools to
track conversations
about you
2.
PEOPLE
Understand your
Audience
intimately
3.
OBJECTIVES
Clear objectives
for a successful
campaign
4.
CONTENT
Bring value to
conversations5.
TECHNOL.
Define the most
appropriate
platforms
6.
ENGAGEM.
Plan to push
the big red
button
Review &
Plan regularly

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The ACCESS Model
A - AUDIENCE
C - CONCEPT
C – COMPETITION
E - EXECUTION
S - SOCIAL MEDIA
S - SALES VIABILITY
Incorporate the ACCESS Model
in your strategic planning
Create archetypes for your audience
Develop and validate concept
behind content
Evaluate competition
Validate concept execution
Turn social media part of your
success formula
Evaluate the viability of your
concept “purchase”

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The ACCESS Model
Audience vs
Market, Niche,
Segment
Use content +
interactive
relationship
opportunity
Foster reaction and
feedback
Shown behaviours: action that
can be verified and measured eg
frequency of site visit, downloads,
rates and forwards to friends
(Google Analytics)
Auto-reported behaviours: use of
surveys or Virtual Focus Groups
Virtuais to aggregate, categorize
and evaluate
Atitudes, values and beliefs:
subjective perception of product /
service function based upon its
atribbutes (eg psicograpgic profile)
A - AUDIENCE

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The ACCESS Model
Needs and preferences: required to
predict pattern
Demographics: identification of
groups from which deduction data
about needs
Social organizations: members that
share common goals or interests, which
caterogies is useful for networking
Influencers and Promotors:
individuals with high viral potential over
others
Archetypes of audience or people:
creation that allows to visualize and
interact with similars
A - AUDIENCE
Audience vs
Market, Niche,
Segment
Use content +
interactive
relationship
opportunity
Foster reaction and
feedback

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The ACCESS Model
Enhances the
value
proposition for
a specific
audience
Benefit of
characteristics
or service
attributes
Think about the community to
be involved with: the key resides
on the potential community’s
needs
Translate concept into concept
mission: max 100 words =
statement of vision to be shared
in less than 2 minutes
Prepare and test concept: show
details to “revisers”
C - CONCEPT

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The ACCESS Model
Only few
concepts are
unique
None
competition
might mean
none audience
Understand competition: to
determine competitive advantages
Listen to competition: eg Client
Mistery
Strategy:
● Create a lits of WHO they are and
WHAT they OFFER
● Catalogue offers and similars,
characteristics and attributes
● Determine applications and tools
used
● Evaluate content quality
● Determine how active are their
community members eg content-
generated-media CGM
C - COMPETITION

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The ACCESS Model
Some appealing
concepts fail in
produce a success
story
Reason: execution
failed in bringing
promisse to life
Demonstrates the
final promisse to
audience
Experiment sample concept in
market: then refine it
Search and analyse: only launch
when ready allowing no mistakes
even if not a first mover
Sincerity: includes video, audio,
photos and other apps:
● Demonstrate promise
● Enhance competitive
advantages
E - EXECUTION

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The ACCESS Model
Opportunity
analysis at least 100
people to report
feedback (ideally
300-400, super
10.000)
Engagement based
upon 4 pilars
What to show and request from those
involved:
● 100 mission words
● 4-5 content sample that enhance
concept execution
● Auto-reported questions behaviour
● Questions of attitude, values and
beliefs
● Preference questions
● Demographic questions
Find the right mix of social media:
that better works for the concept or to
attract new memebrs to experience
concept
S – SOCIAL MEDIA

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The ACCESS Model
In the end of
day if you do
not sell,
regardless
appeal of
concept /
strategy, your
concept is not
for this world
What do you want to sell to your
community?
What business model are social media
incorporating?
● Product, services and information:
traditional, online and offline
● Advertising and sponsorship: idem
● Transactions: return generated by fee
● Subscriptions: if content perceived as
high valueable
● Freemium: combination of free with
premium, something offered eg
upgrades of premium version
● SaaS: “Sofwtare as Service” eg Survey
Monkey
S – SALES VIABILITY

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Social Networking Marketing is the Digital Marketing form
that seeks to achieve marketing or brand communication goals
by participating through:
Social
Networks
(MySpace,
Facebook,
LinkedIn)
Social
bookmarking
(Digg)
Review/
ratings sites
(ePinions,
BizRate)
Social media
multimedia
(Flickr,
YouTube)
Foruns, Blogs
and News
Agregators
Each Media can be optimized to generate
awareness and traffic
Allows to connect with a specific
community on a personalized level
Social Networking Marketing

33
Drives social change
based on values
Openess and
honesty creates
credibility for value
declarations
Needs and relationships’
satisfaction based on
interaction quality increase
trust from authentic
marketing experiences
• Strenghts relationship
• Create long lasting bonds
• Fulfill interactions
provided with meaning
• Internet turned
Transparency not
only Desireable but
mostly Inevitable
Social Networking Marketing
Relationship based upon Loyalty and Trust
(Integrity, Authenticity and Transparency)
are vital

34
Suport traditional marketing with social networking tactics
to generate traffic-engagement
Suport marketing with transparent communication
Suport Public Relations with social networking techniques
and tactics to generate news coverage
Suport internal & collaborative communication to engage
Employees – Management – Partners
Suport Collaboration Network to increase desired results
Social Media Communication Goals

35
Developing Trusting Relationships
for Organisational effectiveness
Aligning stakeholder’s perceptions and expectations with Organisational goals

36
Develop Trusting
Relationships
=
Source of
Competitive
Advantage
Barney&Hansen
1994
SOURCE
CREDIBILITY
Ethos → character
& integrity
Logos → expertise
& competence
Pathos →
charisma
REPUTATION OF BEING
TRUSTED by making deposits of
good works into the “trust bank”
TRANSPARENCY &
HONESTY on telling
the story through
mediated channels to
create and sustain
mutually-beneficial
relationships
A
R
I
S
T
O
T
L
E
Dynamics of Trust
Trust is a central construct in the framming and dynamics of managerial
relationships (Credd & Miles, 1996). Developing and maintaining trust is seen
especially important to managerial and organizational effectiveness (Davis et al, 2000)

37
BENEFITS
Impact on organization’s performance
by enhancing the support of stakehloders
towards the Organization:
create competitive advantage
atract and retains best talent
enhance effectiveness on obtaining resources
atract investors and influentials
increase access to new markets
increase loyalty of customers
Source (MacMillan et al 2005), “Reputation in relationships:
measuring experiences, emotions and behaviors”,
Corporate Reputation Review
REPUTATION TO WHOM?
• Good will will be drawn
through stakehloders’
relationships
REPUTATION TO WHAT
END?
• Generate good will is the
ultimate goal on developing
and maintain reputation
Managing Reputation
REPUTATION FOR WHAT?
• Determine what is important
for each group of stakehloders
Reputation
how an organization
is perceived by key
stakeholders

38
Competitive advantage comes from different sources:
physical capital, financial capital, knowledge capital, social
capital and reputation capital
RECOMMENDATION
Talking about corporate organization profile - by building TRUST
in which lies reputation - accounts to 56% against 44% talking about
product; enterprise features 68% against 32% on product features
Managing Reputation
How to build Reputation?
Authenticity, Consistency, Responsiveness,
Distinctiveness, Transparency

39
Goals: Incorporating new
management paradigms
Create a new
Trustworthy &
Inspiring brand
Value proposition
for Clients,
Board & Staff
and Society
Guaranteeing
Organizations’s
Sustainability and
Social Value
CHANGE MANAGEMENT
ETHICSGOVERNANCE
QUALITY
CORPORATE SOCIAL RESPONSIBILITY
ACCOUNTABILITY
REPUTATION
SUSTAINABILITY
TRANSPARENCY
AUTHENTICITY
EVALUATION
WEB 2.0

40
Strategy: Recreating and Leading
Organizations’s own future…
One Language, One Voice, One Brand
People +
Leadership +
Organisational
Culture
Embedding Strategy
& Communication
Change
Management
Communication levels
Awareness|Understanding
Commitment|Change
Offline and
Online Tools
Proactive & Positive flow
Information|Dialogue
Involvement|Recognition

41
Brand
Management
Integrated Communication
Moto Learn | Grow | Achieve
Aligning Corporate Culture with its Best Principles
Corporate
Communication
Public
Affairs
Internal
Communication
Media
Relations
Marketing &
Events
Online Comm
& Social
Media

42
Government
• Legislators
• Regulators
• Politicians
• Local and Central
administration
• Project analysts
• International
bodies
Organisation
• Board
• Staff
• Volunteers
• Suppliers
• Partners
• Clients
• “Shareholders”
Community
• Leaders
• Analysts
• Investors and
Sponsors
• Public in general
• Academia
Market
• Prescribers
• Health, Education
and Social Professionals
• Potential clients
• Families
• Opinion makers
• Competition
Good corporate
Citizen?
Social
development?
Quality?
Effective?
Partnerships?
Innovative?
Good governance?
Social value?
Good place
to work?
Creative team?
Multi-stakeholders approach
Cooperation and cooptition culture
Based upon Model of Business Relationships, MacMillan et al (2000)
Trustworthy? Commitment?

43
New approach
Social
Networking
+
PR
+
Media
Channels to
better operate
towards:
Communicate,
Build
Relationships
and Influence
The new eKit PR Toolbox
A BRAND is still judged by its Leadership + Performance + Citizenship +
Governance + Corporate Responsibility + Innovation + Workplace,
Products and Services

44
The success of decision depend on (Engagement)
how Stakeholders respond to (React/Interact)
Judgments
Hopes
Perceptions
Afraid
Interests
Effective
Relationships
Communities accept
our presence?
Will Government,
approve/finance
our projects?
Will Collaborators
achieve goals?
Will consumers buy
our products/services?
Will investors, sponsors,
partners value
our strategy?
The relevance of Feedback to Stakeholders

45
Starts with… RESPECT
As a PERSON… not as a marketer, salesman or message
manufactury
Be HELPFUL and ADD VALUE to conversations
Contribute with PERSONALITY and Brand PERCEPTION
(to win RESPECT and LOYALTY)
Incorporate FEEDBACK: inspire real initiatives, more
intelligent and based upon experience on multiple
communication and promotion channels
Precautions: not be NAIVE, IGNORANT and FULL
IMMERSION to not loose perspective and add-value
The Participation Process:
humanized approach to social media

46
Act like an editor
• Think on Brand as relevant and valuable content (fresh, interesting,
adjusted) for the community
Know your audience
• From clients to prospects, employees, partners, sponsors, suppliers…
Creat content
• Text, audio, video, links… develop it and share it
Diferentiate the concept
• The content must have a key topic, turn it conceptuly different from
competitors
Know your competition
• Determine whether you can play alone or in a partnership. Cooptition can
be prooved a relevant and reliable tactic

47
Build a community
• The viral power of a community impact the traffic patterns and value of
your Brand
Try to inlfuence but not control
• You cannot simply control. Learn how to live with that fact
Experiment
• There is no padronized success formula on social media. Costumize your
own
Understand the funnel phases of purchase
• Recognizing the diferent client phases leads to the development of specific
pages and content towarsd their needs
Implement metrics and measurable goals
• If you cannot measure, you cannot manage and your valuable time has
been lost. Establish realistic and measurable goals. Test different ideas,
layouts, taglines, titles, bullest, images, cores… it’s an ongoing process

48
Identify yoursef
• Trust is hard to
get and mantain,
by doing so you
add authenticity to
your online
contibutions
• It turns the
connection easier
with colleagues,
partners and third
parts by ensuring
that the content is
consistent with
your work
Be honest
• Always tell the
truth
• Separate facts
from opinions
Respect
• Be always
professional, do
not insult others
and respect privacy
• Avoid
improductive or
unnecessary
arguments, do not
pick fights
Honesty, Respect and Added-Value:
Guidelines for Effective Participation

49
Add value
• Everything you
publish will have a
future reflexion
• Know what
others are telling
about with and
provide relevant
angles
• Help others with
your contributions
to increase their
habilities,
perfomances and
build community
Use judgment
• Be aware of
consequences of
what you share
publicly, ultimately
it’s entire your
responsibility
• Never reveal
confidential
information
• Preserve
personal data
Quality
• Provide links to
other relevant
networks, articles
or sources
• Turn your
content rich and
interesting, keep it
simple.
• Encourage
feedback and
conversation and
respond in real or
appropriate time
Honesty, Respect and Added-Value:
Guidelines for Effective Participation

50
Source Model proposed by Don Bartholomew, Principal do Acumentichs
Research http://metricsman.wordpress.com
Measurement & Evaluation

51
ConsiderAwareness Buy
IMPACT
CONTENT
RELEVANCE
SOCIAL WEB
Network of Trust, Virtual community, e-Community, Online Community
Share
RelationshipExperimenting
Funnel of Purchase: shifts in conversation rates
appear when social media are applied in a marketing
context
Social Media Feedback Cycle

52
RELATIONSHIP
SHARE
EXPERIMENT
Audience
Action
Loyalty
Influence
Audience (share)
Engagement
InfluenceHow can
metrics be
used to
establish a
base from
which building
a social
Media
Campaign?
Social Media Metrics

53
INFLUENCE Time on Site Web Analytics: Value of opinions
Bounce Rate Google Analytics, and conversations
Web Trends for those interested
in buying
ENGAGEMENT Word-of-mouth Web Analytics: Levels of interest
Comments to Google Analytics, on message: are
Post ratio Web Trends clients interested
Diggs, Bookmark Digg, Del.icio.us in referring gains
Listen Podcasts Feedburner or losses
of “social capital”?
LOYALTY Posts in blogs BlogPulse, Context and intensity
RecommendationsGoogle Alerts of posts on blogs.
Tweets and similarTechnorati Loyal audience?
May have impact on
process
Social Media Metrics: Relevance
Fundamental Metric Source Reveals

54
AUDIENCE References Web Analytics: To whom appeals
Demographics Google Analytics, the social media
Web Trends campaign?
INFLUENCE Time on site Web Analytics: How engaged are
LOYALTY Bounce rate Google Analytics, audiences on
Web Trends message as a result
Clientes repetem of exposure through
social media?
ACTION Conversations BlogPulse, Num. of times that
Recomendations Google Alerts an outcome occurr
Tweets and similarTechnorati following
Revisions Net promoter holistic exposure
Web Analytics to the campaign
Social Media Metrics: Impact
Fundamental Metric Source Reveals

55
http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_e
mbedded#!

56
Social media and Networks are powerful = threatening, by
challenging conventions: about social interaction, organizational
behaviour, management and governance. Ultimately, Power.
The Power is shifting from Organizations to Network
Communities, from vertical structures to horizontal systems,
from centre to outside, from real geography to cyberspace
History tells us that theses changes of Power generate conflicts.
Communicators and Citizen’s role is also changing as result…
Shift of Power

57
Small but steady steps
Think content and
communit (not audience)
Use simple tools
Calculate time and
resources
Expose and engage… to
tell your story ongoing
through results
demonstration and success
Measure, evaluate and
plan again…
Integrated Communications Strategy

58
Blogs
Postdacsts
Facebook
MySpace
LinkedIn
Twitter
Flickr
YouTube
Wikis
Traditional Media
Online Media
• Create Relationships
• Increase searchable
opportunities
Integrated Communications Storytelling

59
Social Media and Networks are less about technology and
more about changing values and expectations
The platforms / channels are simply the means to get to
the social part
They just help us get a litle closer to what we really want:
● We want the truth
● We want to trust
● We want to understand
● We want friendship
● We want help…
● To be remarkable by addressing the core issues challenging our
Strategy and/or Organization
Conclusion

60
These tools and ways of engagement help us:
● Better manage the brand
● Engage widely
● Learn faster
● Leading effectively
● Empowering Employees as Brand champions (humanizing effect,
respect, ethics)
But it will require:
● To learn TRUST on PEOPLE, be OPEN on DALOGUE and to
better LISTEN
Learn how to loose CONTROL without loosing
CONTROL!
Conclusion

61
http://mashable.com/
http://www.socialmediaclub.org/
http://www.marcomprofessional.com/
http://www.cdc.gov/healthmarketing/
http://www.newcommreview.com/
http://www.nsms.org.uk/
http://www.ism.stir.ac.uk/
http://www.socialmarketingservice.com/
http://www.socialmediabrasil.com.br/
http://www.socialmedia.biz/
http://www.socialmarketing-toolbox.com/
http://www.socialnomics.net
Social Media Marketing, Dave Evans, Wiley, 2008
Groundswell, Charlene Li & Johsh Bernoff, Harvard Business Press 2008
The Social Media Bible, Lon Safko e David Brake, Wiley, 2009
The new rules of Marketing and PR, David Scott, Wiley, 2010
Socialnomics: How Social Media Transforms the Way We Live and Do Business , Eric Qualman,
2009
References and Biblio

62
Rui Martins, rui.martins@dianova.pt
TM +351 919 923 752
www.linkedin.com/in/ruipmartins
www.facebook.com/ruipaulomartins

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New Communication Strategies Reputation and Credibility Creation in this Inter-connected World 2.0 Masterclass MIRBIS Rui Martins Moscow 2011