The World of Post
Authoritarian Comms
Nordea L&P May 6 2010
                © Line-of-Sight 2010
               www.lineof...
page 2




Anti-authoritarian Martin Luther




Picture credit: Commons .wikimedia.org
page 3




Anti-authoritarian revolts May 1968




Picture credit: -shalom via Flickr.
page 4




Fall of Berlin Wall November 1989




Picture credit: fiahless via Flickr.
page 5




Times are changing




Picture credit: fixe via Flickr.
page 6




Now it’s about trust and being honest




 Source: 2010 Edelman Trust Barometer
page 7




Trust in banks in sharp decline




  Source: 2010 Edelman Trust Barometer
page 8




Whom do you trust the most?




                                       Don’t be
                               ...
page 9




Authorities have lost power

                Here comes


     everybody
            Modern leaders
           ...
page 10




Do you trust your employees?




Picture credit: HikingArtist via Flickr.
page 11




Why do you want me to do that?




Picture credit: bichuas via Flickr.
page 12




I turn to my friends and my network...




Picture credit: fixe via Flickr.
page 13




… and they’re right at my fingertips




Picture credit: fixe via Flickr.
page 14




   72%
 of the Internet population

    are    active
on at least one social network



      Source: InSites ...
page 15




I only use Facebook very little




Picture credit: sfpolitik via Flickr.
page 16




“Politicians are trained in Facebook”
page 17




Social media are (just) new channels
           Homepage                            Mgmt/group                ...
page 18




From a corporate Facebook page:




                    What do you think?
                From which
        ...
page 19




From the same corporate FB page:




                which
                        company’s
                 ...
page 20




Even Coca-Cola struggles with FB
page 21




Of course they’re good




             5,438,081 people like them…

           The brands we love, come with ...
page 22




What’s your purpose and values?




                                                           ©




Picture c...
page 23




Easy – that was old media…
                                   They only care little about
                    ...
page 24




We all care about the environment
page 25




What do you think. Does Nestlé care?
page 26




How not to handle a social crisis
Nestlé initiated this exchange by approx. saying: Don’t use an altered
versi...
page 27




Help me tell stories about myself
page 28




I want to be as cool as you – 1 of 3
page 29




I want to be as cool as you – 2 of 3
page 30




I want to be as cool as you – 3 0f 3
page 31




And I trust that you act responsible
page 32




I really do…
page 33




50 percent of SM is just showing up




Picture credit: gcardinal via Flickr.
page 34




The rest is about participating actively




Picture credit: Ush via Flickr.
page 35




Social media needs constant attention




Picture credit: tjt195 via Flickr.
page 36




What drives us using social media?




Picture credit: lord-jim via Flickr.
page 37




You must deliver on your promise




Picture credit: lord-jim via Flickr.   Picture credit: 68593573@N00 via F...
page 38




Accessibility: People want to engage




Picture credit: s-t-r-a-n-g-e via Flickr.
page 39




Transparency: Openness is essential




Picture credit: joiseyshowaa via Flickr.
page 40




Authenticity: Be honest. No spin




Picture credit: bichuas via Flickr.
page 41




Is your story worth listening to?




Picture credit: gcardinal via Flickr.
page 42




Before you act you need a strategy




Picture credit: joiseyshowaa via Flickr.
page 43




Ford’s successful SM strategy
                                               To humanize
                     ...
page 44




Get social media into perspective
page 45




How to measure success




Picture credit: joiseyshowaa via Flickr.
Download white paper on dialogue in comms: http://www.slideshare.net/schaumann
Contact

Line-of-Sight
Jens Juels Gade 51
D...
Upcoming SlideShare
Loading in …5
×

The world of post authoritarian comms nordea l&p may 6 2010 - line-of-sight

1,692 views

Published on

Get social media into perspective. In our post-authoritarian societies with focus on individuals and values, communication via social media needs constant attention. Get good and bad examples on how to do it. And remember: You need a strategy and the right KPI's to guide you.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,692
On SlideShare
0
From Embeds
0
Number of Embeds
319
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The world of post authoritarian comms nordea l&p may 6 2010 - line-of-sight

  1. 1. The World of Post Authoritarian Comms Nordea L&P May 6 2010 © Line-of-Sight 2010 www.lineofsight.dk/en
  2. 2. page 2 Anti-authoritarian Martin Luther Picture credit: Commons .wikimedia.org
  3. 3. page 3 Anti-authoritarian revolts May 1968 Picture credit: -shalom via Flickr.
  4. 4. page 4 Fall of Berlin Wall November 1989 Picture credit: fiahless via Flickr.
  5. 5. page 5 Times are changing Picture credit: fixe via Flickr.
  6. 6. page 6 Now it’s about trust and being honest Source: 2010 Edelman Trust Barometer
  7. 7. page 7 Trust in banks in sharp decline Source: 2010 Edelman Trust Barometer
  8. 8. page 8 Whom do you trust the most? Don’t be mislead by this! Source: 2010 Edelman Trust Barometer
  9. 9. page 9 Authorities have lost power Here comes everybody Modern leaders aim at leading by example and values not by orders
  10. 10. page 10 Do you trust your employees? Picture credit: HikingArtist via Flickr.
  11. 11. page 11 Why do you want me to do that? Picture credit: bichuas via Flickr.
  12. 12. page 12 I turn to my friends and my network... Picture credit: fixe via Flickr.
  13. 13. page 13 … and they’re right at my fingertips Picture credit: fixe via Flickr.
  14. 14. page 14 72% of the Internet population are active on at least one social network Source: InSites Consulting. Survey 2010.
  15. 15. page 15 I only use Facebook very little Picture credit: sfpolitik via Flickr.
  16. 16. page 16 “Politicians are trained in Facebook”
  17. 17. page 17 Social media are (just) new channels Homepage Mgmt/group Social media Picture credit: Nordea L&P Picture credit: matthamm via Flickr. Employees Customers News media Picture credit: elvire-r via Flickr. Picture credit: luc via Flickr.
  18. 18. page 18 From a corporate Facebook page: What do you think? From which company’s page?
  19. 19. page 19 From the same corporate FB page: which company’s page?
  20. 20. page 20 Even Coca-Cola struggles with FB
  21. 21. page 21 Of course they’re good 5,438,081 people like them… The brands we love, come with a personality, authenticity and unique point of view.
  22. 22. page 22 What’s your purpose and values? © Picture credit: Goddard_Photo:and_Video_Blog via Flickr.
  23. 23. page 23 Easy – that was old media… They only care little about • Vision • Mission • Values • CSR • Purpose. What do you care about? • The why questions. Picture credit: fixe via Flickr. Why do individuals care?
  24. 24. page 24 We all care about the environment
  25. 25. page 25 What do you think. Does Nestlé care?
  26. 26. page 26 How not to handle a social crisis Nestlé initiated this exchange by approx. saying: Don’t use an altered version of the company’s logo as your profile pic, or your comments will be deleted… Source: http://bit.ly/crdxSm (necessary because Nestlé very quickly removed these updates).
  27. 27. page 27 Help me tell stories about myself
  28. 28. page 28 I want to be as cool as you – 1 of 3
  29. 29. page 29 I want to be as cool as you – 2 of 3
  30. 30. page 30 I want to be as cool as you – 3 0f 3
  31. 31. page 31 And I trust that you act responsible
  32. 32. page 32 I really do…
  33. 33. page 33 50 percent of SM is just showing up Picture credit: gcardinal via Flickr.
  34. 34. page 34 The rest is about participating actively Picture credit: Ush via Flickr.
  35. 35. page 35 Social media needs constant attention Picture credit: tjt195 via Flickr.
  36. 36. page 36 What drives us using social media? Picture credit: lord-jim via Flickr.
  37. 37. page 37 You must deliver on your promise Picture credit: lord-jim via Flickr. Picture credit: 68593573@N00 via Flickr.
  38. 38. page 38 Accessibility: People want to engage Picture credit: s-t-r-a-n-g-e via Flickr.
  39. 39. page 39 Transparency: Openness is essential Picture credit: joiseyshowaa via Flickr.
  40. 40. page 40 Authenticity: Be honest. No spin Picture credit: bichuas via Flickr.
  41. 41. page 41 Is your story worth listening to? Picture credit: gcardinal via Flickr.
  42. 42. page 42 Before you act you need a strategy Picture credit: joiseyshowaa via Flickr.
  43. 43. page 43 Ford’s successful SM strategy To humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in Picture credit: fordmotorcompany via Flickr. the process.
  44. 44. page 44 Get social media into perspective
  45. 45. page 45 How to measure success Picture credit: joiseyshowaa via Flickr.
  46. 46. Download white paper on dialogue in comms: http://www.slideshare.net/schaumann Contact Line-of-Sight Jens Juels Gade 51 DK-2100 Copenhagen Denmark +45 40 41 35 10 info@lineofsight.dk www.lineofsight.dk/en http://twitter.com/kimschaumann About Line-of-Sight Line-of-Sight is a communications agency. We develop communication strategies, plans and concepts. We work out creative ideas and proposals. We help our clients with press and stakeholder relations, internal communication and Internet and intranet communication. By this, we are helping companies and organisations to ensure value in the huge resources spent every day on communications. We strengthen our competencies in these fields through our network of ten highly specialised communications companies. Our strength is broadly based consultancy services cutting across channels and disciplines. We string all elements together and help prioritizing, timing and channelling what is to be communicated. The end-goal is to create a link – a line-of-sight – between the objectives of a business or organisation and those of relevant internal or external stakeholders. We deliver concrete communications solutions, which, for example, can be videos, texts, homepages or design. We consult measure and teach. © Line-of-Sight 2010. All rights reserved.

×