Presenter:Neville Hobson, ABCDevelopment Director, Bond-i

8 Critical Rules for EngagementWith Your Audiences Online

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Web 2.0: Why should you care?What is ‘social media’?Critical rules for engagement and

the action imperativesMonitoring the blogosphere and

social networksLeveraging the seismic shifts

Help you build effective, integrated communication strategies

Business blog setup and management, online press office management, podcast creation and publishing, online video production and distribution

Optimize your online presence with social media so that the people you want to influence not only find you but engage with you

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Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/

Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access Web 1.0 also known

as the “brochure web”

Web 2.0 involves the user: not only is content often created by users, but users help organize it, share it, remix it, critique it, update it, etc “The user” is

‘people like me’

5

The emergence of a new digital information commons

The reality of a global economy

The appearance and empowerment of myriad new stakeholders

1. Leadership in defining and instilling company values

2. Leadership in building and managing multi-stakeholder relationships

3. Leadership in enabling the enterprise with “new media” skills and tools

4. Leadership in building and managing trust, in all its dimensions

A leadership role for the Chief Communications Officer:

The social structure in which technology puts power in the hands of individuals and communities instead of institutions

They don’t trust company-speak They fast-forward their PVRs through the

interruptions They pull content that interests them They create their own content, original

and mashups They pay close attention to (and are

influenced by) word of mouth

Consumers, citizens and employees have changed.

1. Channels have fragmented

2. Sources of trust have shifted

3. Social media have arrived

4. The consumer is in control (kind of)

5. Content creation and distribution have been democratized

Imperatives:6.You must reach the

new influencers7.Transparency is

required8.Engage in the

conversation or fail to communicate

ChannelsChannelsHaveHave

FragmentedFragmented

[Source: Technorati State of the Blogosphere 2008]

SourcesSourcesOf TrustOf Trust

Have ShiftedHave Shifted

Social MediaSocial MediaHave ArrivedHave Arrived

[Source: Technorati State of the Blogosphere 2008]

The ConsumerThe ConsumerIsIs

In ControlIn Control

Content CreationContent CreationAnd DistributionAnd Distribution

Have BeenHave BeenDemocratizedDemocratized

1. You must reach the new influencers

2. Transparency is required

3. Engage in the conversation or fail to communicate

Public Relations

becomes

Personal Relationships

• Creative Commons• Social media news releases• Social media newsroom

• How?• Where?• And then what?

Counsellor, adviser and guide On communication, not blogging

Hands-off role Absolutely no anonymous ghost writing

for the CEO

It’s not about the numbers It’s about who they are not how many

they are Identifying the influencers

And then what?Search engines

Why they love blogs

• DIY• Hire a consultant• Hire an agency• Subscribe to a service• Contract with a service

• References to:▪ Your organization▪ Products and services▪ Key issues

• Use of your social media properties• Connections to your content from

social media sites

• Are they talking about you?• Metrics• Content analysis

What are you actually measuring? Much depends on your goal

Put the question in the context of other communication tools How do you measure the ROI of an

employee newsletter?

Not so difficult: How many visitors?

First time, repeats, uniques?

How many subscribers to the RSS feed?

How many citations by others?

How many comments to posts? And does the blogger

comment on other blogs? Anecdotal commentary

on what people think

Difficult: Financial return The value of a

relationship And how are we defining

‘relationship’?

• Think about Personal Relationships• ‘Command and control’

communication is not effective• Embrace social media because you

no longer have a choice (if for no other reason)

• Combine the new with the traditional• Listen

1. Channels have fragmented

2. Sources of trust have shifted

3. Social media have arrived

4. The consumer is in control (kind of)

5. Content creation and distribution have been democratized

1. ‘Command and control’ communication is no longer effective If it ever was

2. Employ social media because you no longer have a choice Message control has already shifted away

from you

3. Combine the new with the traditional

Change and opportunity are all around us

The old communication rules still apply1. Define objectives2. Figure out how to achieve objectives3. Execute4. Measure results5. Rinse and repeat as required

Use the appropriate tools for the job It’s about business – and

communication – not technology

Presenter:Neville Hobson, ABCDevelopment Director, Bond-i

Building Genuine Relationships

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From Command And Control to Engage And ParticipateA practical guide to public relations and social media planning and execution.

Connecting With the New InfluencersHow to identify, connect to and engage with bloggers and other online influencers.

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