10. 10 | 08.04.2014
“Anything that is
in the world when
you’re born is
normal and
ordinary and is
just a natural
part of the way
the world works.”
Adams on growing up
Source: Douglas Adams
11. 11 | 08.04.2014
“Anything that’s
invented between
when you’re 15 and
35 is new and
exciting and
revolutionary and
you can probably
get a career in
it.”
Adams on growing up
Source: Douglas Adams
12. 12 | 08.04.2014
“Anything invented
after you’re 35 is
against the
natural order of
things.”
Adams on growing up
Source: Douglas Adams
13. 13 | 08.04.2014
Markets are people
Source: The Business of Influence by Philip Sheldrake (Wiley 2011)
27. 27 | 08.04.2014
“Good marketing and public
relations should be two-way (20/80
or even 10/90).”
“Critics aren’t just members of your
external audience. Sometimes
they’re employees.”
34. 34 | 08.04.2014
“In reality, organisations can plan
their public relations activity and
carefully craft messages and
content, but control has never
been possible.”
41. 41 | 08.04.2014
“There are no real boundaries anymore and
brands have to communicate with
audiences both en masse, as smaller groups
and as individuals.”
“And above all, as human beings.”
57. 57 | 08.04.2014
baby: no profiles and still find social media all a bit baffling and
new-fangled
child: on the most popular networks and push out marketing
content
teenager: social media as a communication and marketing channel
young adult: two-way engagement, likely
communication, marketing and customer service. Integrated
systems
grown up: the truly social organisation. Mature work-flow
Who are you?
58. 58 | 08.04.2014
Research/Insight
•Web analytics
•Web research
•Search insight
•Social networks
•Conversation
•Influencers
Strategy
•Define goals and
objectives
•Devise means of
motivation and
engagement
Content
•Format
•Function
•Content
optimisation
Channels
•Facebook
•Twitter
•LinkedIn
•Google+
Engagement
•Community
management
•Campaign
lifecycle
•Social lifecycle
Evaluation
•SMART Objectives
•The Barcelona
Principles
•Valid Metrics
Planning model
59. 59 | 08.04.201459 | 08.04.2014
The future of organisational
communication
60. 60 | 08.04.2014
“Organisations are obsessed
with pushing brand and
product messages. They want
to appear cool and feel
good about themselves
rather than engage with their
audiences.”
Tom Foremski
Corporate media