April 25, 2012

NAVIGATING ROUGH SEAS Demystifying digital & social communication in the age of empowerment

Brendan Hodgson, Digital Strategy Director

“The internet is the dominant

PLATFORM FOR LIFE in the

21st Century.”

Ben Hammersley

“We are living through the

largest increase in human

expressive capability in history.”

Clay Shirky

SO WHAT? 3

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 4

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 5

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

EMPOWERED VOICES

4/25/2012

6

SO WHAT? 7

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 8

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 9

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 10

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

SO WHAT? 11

Digital channel increasingly first and only point of contact

Transforming how people, organizations & media find, share &

create content

New voices empowered through digital challenging traditional media

primacy

Two-way channels creating opportunities for dialogue yet to be

fully exploited

Providing organizations with means to directly

touch most important audiences

Removing silos separating internal &

external, local & global, mass- &

micro-

Reputation & risk management models

impacted: speed & transparency

Mobile technologies moving us into new areas still not fully

understood

April 25, 2012

Emerging trends Impacting Corporate

Reputation in the Digital Age

Companies as Media &

Publisher… Looking beyond text… Exploring how dynamic storytelling

combining words, images, video and animation can

communicate your story directly to stakeholders

TRENDS: 1

The ‘Social Platform’… Getting the ingredients right… to maximize opportunity and

minimize risk

TRENDS: 2

Employee policies Corporate policies

Rules of engagement Risk policies

Content Strategy Approval / legal Integration Risk Management

Responsiveness Transparency

Engagement etc.

Strategists Community Mgrs Listeners / Analysts Authors / creators

PEOPLE

PRINCIPLES

PROCESSES

POLICIES

Corporate real estate Social Platforms Apps / Mobile etc.

TECHNOLOGY

The Echochamber Effect … And the opportunity to drive meaningful dialogue and

engagement

TRENDS: 3

CONNECTING VOICES IN MEANINGFUL

DIALOGUE…

‘Black Swans’ & the

Changing Dimensions of Crisis … Speed, misinformation, speculation, the “Google Effect”…

and a lot of hype!

TRENDS: 4

April 25, 2012

Digital is changing how crises emerge &

escalate, how media, politicians and publics

react, and how organizations respond & engage

April 25, 2012

‘There won’t be a significant event in the future that

won’t involve public participation… Social media

(is) the sociological equivalent of climate change.’

Retired Admiral Thad Allen

Silo Busting Digital sweetspot is found at the confluence

of online and offline

TRENDS: 5

April 25, 2012

• EDUCATE ON ISSUES

• ACCELERATE RESPONSIVENESS

• STRENGTHEN TRANSPARENCY

• ENABLE DISCUSSION

• MOBILIZE CONSTITUENTS

• CONSULT CITIZENS

• CROWDSOURCE IDEAS

• INSPIRE ACTION

• DRIVE ADVOCACY

PUBLIC AFFAIRS

CSR

DIGITAL CORP

COMMS

CRISIS & ISSUES

INTERNAL

Silo Busting Where digital can make a difference

“Harder to distrust a person

than a corporation” Your most powerful brand guardians may no longer be your CEO

or management

7 TRENDS: 6

Voices of Experts = Credibility / Trust

April 25, 2012

• Situational Awareness

• Goals and Strategy

• Platform

• Risk Mitigation

• Training & Knowledge

Transfer

• Tactics aligned to Strategy

• Superior Execution

• Appropriate Measurement

Getting There What it takes to succeed

Analysis

Strategy

Platform

Security Training

Execution

Evaluation