The document discusses the strategic role of corporate communication in the digital age, emphasizing the shift toward building shared meaning and trust with stakeholders who are increasingly less trusting and more demanding. It highlights the importance of transparency, efficiency, and engaging conversations between companies and audiences, illustrating these concepts with examples like Dell's Ideastorm and Intel's Ideajam. Ultimately, it stresses that effective communication today requires focusing on relevancy, real-time interaction, and authentic voices.

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