Corporate communications and real time
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This document discusses the future of real-time content marketing, known as Content Marketing 3.0. It notes that companies will need to become more transparent in order to build trust with customers. An example is given of how a company was able to resolve a customer service issue in real-time using social media, which improved the customer experience and brand value. The document suggests that in the future, companies will be able to gain more predictive insights into customer behavior and develop more sophisticated social listening tools to identify issues and respond faster, building deeper emotional connections with customers.
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Corporate communications and real time
- 1. Content Marketing 3.0 AKA The Future of Real-Time Twitter: @SevenEC1 Hashtag: #SMW3Point0 PR: Corporate Affairs Speaker: Rajmeena Aujla Twitter: @Rajmeena Aujla
- 2. CONTENT MARKETING 3.0 AKA THE FUTURE OF REAL-TIME PR:CORPORATE AFFAIRS @Rajmeena Aujla
- 3. “To create a good future it is crucial that those who lead corporations become increasingly transparent about their actions and increasingly see themselves as part of the wider world that they inhibit.” Lynda Grattan, London Business School Professor
- 4. ONCE UPON A REAL-TIME…
- 11. RESULT • CUSTOMER SERVICE ISSUE RESOLVED • DEEPER CUSTOMER ENGAGMENT • INCREASE IN BRAND VALUE • ADDRESSED REPUTATIONAL CHALLENGE • MORE DATA!
- 12. “ One man can cause an avalanche…“ Alistair Campbell, Former Head of Communications of the Labour Party
- 13. DEALING WITH FUTURE CHALLENGES IN REAL TIME • WHAT DATA WILL BE MOST USEFUL? • WHAT CIRCUMSTANCES WILL BE MOST DIFFICULT TO NAVIGATE? • WHO IS BEST POSITIONED TO SUCCEED IN THE NOT SO DISTANT FUTURE?
- 14. THE F U T U R E OF REAL-TIME • MORE ACCURATE AND PREDICTIVE INSIGHT ABOUT INDIVIDUAL BEHAVIOURS BEFORE ISSUES OCCUR • DEVELOPMENT OF MORE SOPHISTICATED SOCIAL LISTEN TOOLS TO AGRIGATE AND FILTER DATA TO ALERT FASTER RESPONSE SYSTEMS • DEEPER EMOTIONAL CONNECTION = MORE TRUST
Editor's Notes
- Today, brand risks extend far beyond security responsibilities to governance, risk, compliance, and reputational issues arising online and across social media platforms. Those new risks, especially reputational risks, must be managed, and smart marketing teams are taking action to proactively monitor and protect their brands.
- Brand monitoring must go beyond just measuring sentiment, so organisations can get visibility below the surface of public perception. In doing so, they can identify the true nature of the reputational risk and hone in and take action on those situations-in-making that can have a real business impact.
- Brands are increasingly focused on listening for online activity involving their organisations. But they have put an emphasis on measuring audience sentiment to firefight instances of negative brand perception, especially those expressed over social media channels. Is that really enough to protect them from the reputational risks and other business risks stemming from the broadening online landscape? No. Organisations require deeper, contextual insight into the situations driving sentiment. Social media and more comprehensive online brand monitoring tools should enable companies to hone in on potential threats that might make or break their business. Armed with that intelligence, brands can be better prepared to tackle risks that can become events that spiral out of control and to prevent any negative perception and further damage from forming as a result. EXAMPLES: HSBC/ZAPPOS/UBER/BARCLAYS
- FINAL THOUGHT – that Rupert will grown up in a world where despite media influence the very thought of corporate affairs and PR will be formulaic and simply outdated. He will design his life and maybe his children’s life using tools and networks of interaction whereby they relate to and trust outside of formal institutions ( brands, products, governments, services, etc.) to deal with day to day issues and increasingly even solve huge, seemingly intractable problems - the future of real time is “future time” – the “what” and “when” you want your life to be. This will be in the form of data-driven rich tools and products. Current apps stand only on the threshold of what is possible. They will see predicted real time as solutions and that data will connect them – and this will engender greater trust. So for Rupert and your own children’s sake – remember: Google never forgets ( unless the European Union tells it to do so)