The document discusses building constituency as an important leadership approach for driving collaborative progress. It defines constituency as an activated group with common interests or ambitions that actively opt-in. It then presents a five step approach for leaders to build active constituencies: 1) define the constituency, 2) develop a vision for outcomes and relationship, 3) gather consolidated insights on the constituency, 4) develop integrated communication strategies to engage, energize and embrace the constituency, and 5) iterate based on outcomes, data and learnings. The goal is for leaders to listen to and collaborate with constituents to co-create value.

1. Building Constituency A communications approach for open leaders to drive collaborative progress Rowan Hetherington Twitter: @RoHetherington Blog: http://rowan.typepad.com

3. Building Constituency: Related (Great!) Concepts

5. Why Build Active Constituencies? There has been a paradigm shift in communication: Web 2.0 provided the masses with a voice and power. To get their attention amongst the abundance of content, leaders increasingly need to listen to and collaborate with constituents on their preferred platforms, in their language about their interests, beliefs or ambitions. *Adapted from IBM Digital Strategy Content abundance Content scarcity Social mediation Institutional mediation From To Channels Networks Mass consumption Universal participation Attention abundance Attention scarcity Asynchronous Real-time

6. Building Constituency Which constituents do we want to connect with? What value and relationship are we looking to co-create and measure? What do we know about these constituents? What system of activity will co-create, map and capture the value? What is your plan for regular iteration based on outcomes, data and learnings? Vision Consolidated Insights Engage Energize Embrace Constituency Outcomes iteration Data iteration Optimization iteration *Model developed in different context, for use within IBM Digital Marketing and Communications

7. A Five Step Approach 1 2 3 4 5 Vision Consolidated Insights Engage Energize Embrace Constituency Outcomes iteration Data iteration Optimization iteration

11. Step 4: Integrated Communication Strategies Embrace… What are we doing to listen and work in a collaborative way with these constituent/s?; How are we providing them with access to experts and expertise? How are we collaborating with them to drive progress or create value? Engage… How are we setting the agenda for progress within this constituency? How are we making the case with proven results and facts? How are we energizing the constituents to participate and contribute? How will we drive share of voice, more efficiently with higher quality responses? Note: loosely maps to ‘Linear’ communications. Energize… How are we encouraging them to share and spread our messages and activities with other constituents? How are we empowering their advocacy? Engage Energize Embrace What is your system of activity to co-create, map and capture the value?

12. Step 5: Iterate. Iterate. Iterate. Data iteration: to continue to optimize and evolve what we do according to what we measure and observe Outcomes Iteration: to continue to measure whether our efforts are creating the value and relationship we envisioned Optimization Iteration: a continuous improvement loop – how do we improve on what we did last time? What is your plan for regular iteration based on outcomes, data and learnings? Vision Consolidated Insights Engage Energize Embrace Constituency Outcomes iteration Data iteration Optimization iteration