This document discusses the importance of communication that extends beyond individual mediums. It emphasizes reaching audiences through convergence and networks by using the right tools at the right time. The conclusion recommends organizations go where audiences are, listen to them, share authentic content, and encourage staff to connect with the brand and innovate across various platforms in order to build intimacy with those audiences.

3. The old world

4. The world we live in

8. YOU DON’T OWN THE CONVERSATION
MAKE IT, SHARE IT. GET OTHER PEOPLE TO MAKE IT FOR YOU

16. NO MEDIUM IS AN ISLAND
COMMUNICATION THAT IS GREATER THAN THE SUM OF ITS PARTS

17. No medium is an island
 TV is more than broadcast.
 Newspapers are more than print.
 Successful campaigns grow beyond their
centre.
 It’s about convergence:
 the right tool
 at the right time
 for the right purpose

23. THE VALUE’S IN THE NETWORK
REACHING THE PARTS OTHER TOOLS CANNOT REACH

31. CONCLUSION
WHAT DOES THIS ALL MEAN FOR YOU?

34. Moving towards intimacy
• Go where the people are.
• Listen. A lot.
• Be authentic.
• Share everything.
• Join in.
• Close the loop.
• Trust your staff.
• Own your mistakes.

35. Digital is part of ‘business as usual’
 Support effective use
 Develop clear policies, apply light rules
 Provide good but just-in-time training
 Trust people
 Mistakes are inevitable and rarely fatal
 Encourage people to
 Be your best advocates
 Connect with the brand
 Re-share content
 Innovate from every side