Tendensdagen 2009 J C H Stockholm Transparency


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John C Havens Tendensdagen 2009

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  • Convergence of factors
  • Got so bad, government stepped in and forced transparency on us.
  • Social media lets groups of otherwise unconnected people form around common interests and take action.
  • Loss of control (John)
  • Reference Michael Hyatt here…
  • Tendensdagen 2009 J C H Stockholm Transparency

    1. 1. Building Trust with Transparency How Social Media Amplifies Authenticity John C. Havens VP, Social Media Porter Novelli
    2. 2. * Author, Tactical Transparency: how leaders can leverage social media to maximize value and build their brand * VP, Social Media at Porter Novelli * First Guide to Podcasting at About.com * Leader Organizer, Podcamp NYC * Professional NYC Actor for 15 years
    3. 3. How did we get here?
    4. 9. Transparency is not Full Disclosure
    5. 11. “ Blogging didn’t invent the disgruntled customer.” -- John “CZ” Czwartacki
    6. 12. http://www.youtube.com/watch?v=CvVp7b5gzqU&feature=PlayList&p=49F89AC9D0158060&index=0&playnext=1
    7. 13. http://www.youtube.com/watch?v=5YGc4zOqozo
    8. 14. It is in an organization’s best interest to be transparent to a degree beyond that which is required by law .
    9. 15. What is tactical transparency? The act of authentically representing your corporate vision to the public in conjunction with the implementation of standards that protect your organization.
    10. 18. “ Build Community, share successes and stories from the front lines.” https://www.stationm.com/entrance/ “ Station M gives you a voice.”
    11. 19. Scott Monty from Ford on Twitter
    12. 20. <ul><li>Huw Gilbert, Senior Manager for Communications at PepsiCo: </li></ul><ul><li>@christinelu Huw from Pepsi here. We agree this creative is totally inappropriate; we apologize and please know it won’t run again. #pepsi </li></ul><ul><li>Christine Lu: </li></ul><ul><li>Thank you to @boughb and @huwgilbert for having the guts to get on Twitter on behalf of Pepsi and give us an update on the suicide ad </li></ul><ul><ul><li>“ The speed with which buzz spreads across social media can be harnessed to spread positive messages just as quickly as any other messages.” </li></ul></ul><ul><ul><li>-Huw Gilbert, PepsiCo </li></ul></ul>Negative PR as an Opportunity
    13. 21. “ When you recognize that with transparency comes airing some of your dirty laundry and with that dirty laundry comes people’s perception that you’re being open and honest, then you have to be comfortable in saying things in public that may be misinterpreted or misunderstood or used by your enemies. And that’s a scary process but that’s how you get to authenticity.” -- Chris Anderson
    14. 22. Open ID / Universal Transparency Standards
    15. 24. Transparency Roadmap <ul><li>Assess the Current State </li></ul><ul><ul><li>What Tools Do You Have in Place </li></ul></ul><ul><ul><li>What’s the Culture (Open/Real or Dismissive/Hierarchical) </li></ul></ul><ul><ul><li>Assess the Tools you Need (Pilot/Try them first) </li></ul></ul><ul><li>Find Your Voice (Communally) </li></ul><ul><li>Create an Action Plan (Transparency demands execution on your promises) </li></ul><ul><li>Implement your Plan in Stages with Clearly Stated Goals and Metrics of Success. </li></ul><ul><li>Ask for and POST Communal feedback . </li></ul><ul><li>Repeat. </li></ul><ul><li>Have plans in place for Crisis Communications which include authentic yet organized responses. </li></ul>
    16. 25. Questions? John C. Havens <ul><ul><li>Phone: 917-597-3323 </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Web: www.porternovelli.com Blog: www.tacticaltransparency.com </li></ul></ul><ul><ul><li>Show: www.blogtalkradio.com/transparency </li></ul></ul><ul><ul><li>Skype: johnchavens </li></ul></ul><ul><ul><li>Twitter: www.twitter.com/johnchavens </li></ul></ul>