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

1. Future of Communications Public Engagement in an Interconnected World

2. Communications started small

3. When press is the only channel Earned media is the only PR

4. News becomes a business Advertising drives paid media

5. Technology brings media creation to the desktop Proliferation of owned properties

6. Communications Factory in Silos PR drives EARNED media Brand drives OWNED properties

7. How do you relate to the public?

8. Organizations broadcast messages at audiences

9. The web becomes participatory and social Social platforms and behaviors drive direct participation

10. Participation drives engagement

11. How do you relate to the public now?

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. Public Engagement is the meaningful involvement of communities in organization structure and communications strategy. Participation with communities instead of broadcasting at audiences

14. Public relations is more like community organizing than media management

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

17. Values > Mission > Strategy > Tactics

19. OUTCOMES

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

30. SOCIAL MEDIA PRESENTATION Thank You @michaelslaby