Slides from my presentation at Creuna Seminar on Blogging, held at Ingeniorenes Hus, Oslo, on June 1st 2011.

1. Corporate Communication
In The Digital Age:
A shift toward shared meaning
June 1, 2011

2. Agenda
 Strategic role of corporate communication
 Digital revolution
 Contextual evolution
 Shared meaning
 Effective communication today

3. Strategic role: corporate communication
generates permission for your existence
Communication
Mission/
Business Strategy Vision
concept

4. Corporate communication builds 360° stakeholder trust
Public Market/Partners
Brand
Employees Investors/Owners
© Creuna

5. Revolution:
In the digital age, successful corporate
communicators understand and respect
stakeholder power
5

6. Evolution:
Stakeholders are also less trusting and
more demanding
6

8. Companies now struggle to build trust via
traditional communication channels
Only 4% of Norwegians believe what
companies say in TV advertisements.
Source: Synovate Global Trend Study, 2011
8

9. In fact companies are struggling to maintain trust
in general.
t
Business Government Media
56%
52%
49%
Trusted by the public
Source: Edelman 2011 Trust Barometer Findings
9

10. Stakeholders want corporations to create broader value
10
Source: Edelman 2011 Trust Barometer Findings

11. Add image
11

12. “Consumers often want the brands
they buy from to stand for something,
because consumers often want to
stand for something.”
- Jeremiah Owyang, 2011
12

13. CORPORATE COMMUNICATION IS NOW ABOUT
BUILDING THAT SHARED MEANING
13

14. Efficiency : making life easier for your customers
 Dell IdeaStorm
 440 ideas implemented
 15,000 ideas contributed
 Brand positioning
 Customer service
 Product development
14

15. Transparency: building on openness
15

16. Conversation: engaging through real people
Logica: Sweden
16

17. Conversation: many credible sources with your
company
17
Source: Edelman 2011 Trust Barometer Findiings

20. Desireablity: creating what people want to be associated with
 Intel IdeaJam
 Intel as enabler
 A celebration of
creation & inspiration
 Drive relevancy and
positive association
20

21. “You cant just say it. You have to get people to say it to each other.”
- James Farley, VP Marketing, Ford
21

22. ’’
Unleashing the
full potential of
communication in
’’
the digital age
22

23. Agenda
Relevant
Real time
Real people
Right voice
23

24. THANK YOU
Geoffrey Igharo
geoffrey.igharo@creuna.no
Twitter: @geoffreyigharo