Richard Edelman 2010
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THE THIRD WAY: PUBLIC ENGAGEMENT Richard Edelman New Media Academic Summit June 23, 2010
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From the post How CEO's will use social media in the future on Mashable http://mashable.com/2010/08/30/ceo-social-media-future/ Jennifer Van Grove How CEOs Will Use Soial Media in the Future Today’s CEO is not social. So says Forrester Research’s CEO George Colony. Very few of the CEOs at top companies in the U.S. and the rest of the world have any material presence on the popular social media sites. Colony believes they should be social though, and all signs are pointing to a future filed with CEOs who can speak the language of the people — social media. While one can only speculate about the future of CEOs and social media, there’s no question that social media plays a huge part in life and the world as we know it right now. As younger CEOs replace older ones, news consumption habits change and social media continues its trend towards ubiquity, there’s little question that the man (or woman) at the top will need a firm grasp on social media — whether that be for recruiting, scouting, public engagement or social CRM. The Next Generation of CEOs When it comes to CEOs, there’s a vast disparity between the young ones heading up startups and the more seasoned CEOs running the world’s most powerful companies. That disparity is social media — the young are more versed than the old. The difference between the two groups can be attributed to different generations and different attitudes around content and information meant for the public and private domains. No one is predicting that the venerable CEOs will be booted from their lofty perches for lack of a Twitter (Twitter) account. In fact, younger CEOs with a predilection and savvy for social media may find their visibility to either be a contributing factor to their rise or a liability once they graduate to bigger, hence more vulnerable, publicly traded companies. Let’s have a gander at some stats on the status quo. In April, Colony let it be known that most CEOs are not social. In fact, by his own research and calculations, Colony has concluded that, “None of the CEOs of Fortune Magazine’s top 100 global corporations have a social profile.” Social media abstinence even appears to extend to CEOs of tech companies. “Eric Schmidt of Google is an infrequent Twitterer and is not a blogger; Steve Ballmer at Microsoft has no blog and no Twitter account; Michael Dell is on Twitter but is not an external blogger … Steve Jobs of Apple, and Larry Ellison of Oracle have no Twitter, Facebook (Facebook), LinkedIn (LinkedIn), or blog presences that we could find.” His findings paint a bleak present tense. In the coming years, however, there will be a changing of the guard that favors social media over silence. We Live in a Social Media World Let us pause and reflect on the fact online users spend 22.7% of their time on social networking sites. That’s twice as much time as we spend on any other online activity. Consider where people are getting their news today. More and more, it’s not through direct sources like USA Today, The New York Times, or TV broadcasts, but through social networks. Plus, industry is social. In the future, every company, no matter how small or how big, will be influenced and impacted by social media internally or externally. In the entertainment industry, for instance, social media has the potential to significantly bump up live television viewing audiences. Network executives such as Greg Goldman, formerly an executive director at ABC and now CCO at Philo, are nearly certain it’s happening now and will become more obvious with time. Take what you know about the world today and then ask yourself, can a CEO remain relevant if they’re not versed in the new language of the people they serve? SCVNGR’s youthful CEO Seth Priebatsch doesn’t believe so. The 21-year-old CEO says he’s “never lived in a world where I didn’t use social media.” Priebatsch compares social media to cloud com
Transcript of Richard Edelman 2010
THE THIRD WAY: PUBLIC ENGAGEMENT
Richard Edelman
New Media Academic Summit
June 23, 2010
I ThesisII LandscapeIII Third Way – Public Engagement
This is not a party broadcast.
Don’t panic.
PHASE ONE PAID MEDIA
MASS AUDIENCE
Advertising
PHASE TWO EARNED MEDIA
BROADCAST
Public Relations “Messaging”
RELATIONSHIPS
PHASE THREE OWNED & SOCIAL MEDIA
Viewed by >600,000
in first 24 hrs
Direct Channels
STRATEGIC EQUIVALENCE
“There is now strategic equivalence for the first time between paid, earned and owned media”
Randall RothenbergInteractive Advertising Bureau
Rise of CCO
NEW MANDATE FOR PRBeyond Communications to Strategy & Policy
Performance & Purpose
Consumer Justification
Corporate + Brand
Green is Green
OPERATING IN A WORLD WITHOUT TRUSTWhich stakeholder should be most important to a CEO’s business decisions?
Government3%
7% Employees
11% Society at Large
13% Customers
14% Shareholders
All stakeholders are equally important
52%
Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions?
PR IS THE ORGANIZING FORCE
Mobile
Print/Broadcast/Radio
Digital Properties
Mainstream
Social
ConsumerJournalismBlogging
Mobile
Events
Web
Owned
Employee Content
Consumer GeneratedNew Influencers
Public Engagement
New Media
I ThesisII LandscapeIII Third Way– Public Engagement
MEDIA IS MASS & NICHEPlayers differ by country, but trend is consistent
Pre-selected
Mass AppealLong Tail/Niche Content
Pre-defined
People need info from multiple sources, voices and to hear it 3-5
times to believe it
0
2009
Movies
Video Games
Computer
Music
TV
700
1999
458
379
MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING
Source: Kaiser Family Foundation
Once: 6%
Twice: 16%
3 times: 35%4-5 times: 25%
6-9 times: 6%
10+ times: 5%
DK: 7%
Minutes of media consumed by
8 –18 year-olds per day
3-5 times: 60%
Source: 2010 Edelman Trust Barometer
MEDIA IS SOCIAL & PORTABLEPeople now have a portfolio of information sources
Source: PEW/Various
37%51%61%46%63%33%
internet users contribute to news creation
social networking users get news from people they follow
Americans get their news online vs. 17% from newspapers
Increase in time spent on social networks in ’08, surpassing e-mail
Americans get their news from 4-6 online media platforms daily
of cell phone owners now access news via their phones.
+100% 471M
-7% 120M
+1107% 74M
-22% 47M+6% 52M
+20% 25M+9% 20M
+35% 54M
0% 34M
-44% 15M
+14% 14M
65% 47M
-12% 19M
SOCIAL MEDIA IS LOCAL23% Follow Journalists on Social Networking SitesSocial networking surpassed email by time spent.
MEDIA EVOLVES
Integrated consumer generated content
New Advertising
High-end mediawill be paid, not free
Niche Influencers
CONDÉ NAST MULTIMEDIA APPROACH
Consumer Ownership
Content Amplification Time
DigitalMagazines
ExceptionalContent
Mobile
Magazines
WebProperties
DigitalVideo
Events
IntegratedMarketing
Inception
ConsumerJournalismBlogging
I ThesisII LandscapeIII Third Way– Public Engagement
STRATEGIC PIVOT FOR PR
Core Strategy & Creative
Inform the conversation with compelling content
Discussion & Participation
Dialogue
Execution/Vendor
One-way Communications
Pitching
Earned Media
THE THIRD WAYThe Evolution of PR
Mainstream Media
OwnedMedia
Public Engagement
New Media
SocialMedia
Listen with new intelligence
Participate in the conversation--real time/all the time
Create and co-create content
Socialize media relations
Champion open advocacy
Build active partnerships for common good
Embrace and navigate the complexity
TENETS OF PUBLIC ENGAGEMENTAdvancing Shared Interests in a World of Inter-dependence
Increased Trust
Changed Behaviors
Engaged Communities
Commercial Success
NEW APPROACH TO MEDIA RELATIONS
Requires VideoPopular Voice
ImmediacyAggregating Content
MULTI-FACETED MEDIA ENGAGEMENT
36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS
Outreach to Influencers
CelebrityInvolvement
MediaPartnerships
PublicInvolvement
SOCIAL MEDIA: GO WHERE PEOPLE ARE
(TWITTER PORGRAM)
Digital Embassies + Consumer Generated Content
"We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook
"Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“
-- David Kirkpatrick, The Facebook Effect
DIRECT: EVERY COMPANY IS A MEDIA COMPANY
Owned Channels
Viewed by >300,000
people daily
Mobile
Print/Broadcast/Radio
Digital Properties
Mainstream
Social
ConsumerJournalismBlogging
Mobile
Events
Web
Owned
Employee Content
Consumer GeneratedNew Influencers
New Media
NEW MANDATE REQUIRES NEW SKILLS
Public Engagement
ResearchIdeas
Content
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Top 50 Influencers in the UK debate on Printing and The Environment
RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER
Identify Idea Starters
New Scientist
Scientific American Cambridge
University Press
Greenpeace International
Provide them with Relevant Content
WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS
Printing and Environment Conversation
Antalis
BBC
Beacon Press
BERR
BITC
Blackwell Publishing
BPBreem
British Print
BSI Gloabl
BSI Group
BTCV
Business Link
CABECABI
Cabinet Office
Cambridge University Press
Canon
Carbon Trust
CBI
Centre For Alternative Technology
Climate Care
Computerweekly.com
DARDNI
DBO
DCFS
DEFRA
Department For Transport
Dept For Culture Media And Sport
Dept of Communities
DFIDDMA
DOE NI
EcotricityEnergy Star
Envergy Saving Trust
Environment Agency
Envirowise
Envisionw
ESRC
EU Energy Star
European Comission
Financial Times
For The Future
Forest Stewardship Council
Forestry CommissionFreecycle
Friends Of The Earth
Future Forests
Geoff Neal Litho
Global Action PlanGlobal Reporting Initiative
Good Energy
GPS Colour Graphics
Green Dot Compliance
Green Mark
Greenpeace
Greenpeace International
Guardian
Healeys Print Group
Health And Safety Executive
Health Protection Agency
HM Treasury
Horner Brothers
Howard Smith Paper Group
HP
IEMA
Independent
Ingenta Connect
IPCC
ISO
JG Environmental
London Better Together
London Development Agency
London Fashion Week
Loughborough University
Mayor Of London
Met Office
NAPM
National Assembly For Wales
NERC
Netregs
New Scientist
NISP
NY Times
OECD
Office Of Public Sector Information
OGC
Oxfam
Panning Portal
PEFC
People and Planet
Print Week
Printing Talk
Pureprint Group
Recycle More
Recycle Now
Recycling Appeal
Ricoh UKRobert Horne
Routledge
Scientific American
Scottish Environment Protection Agency
SD Comission
Seacourt
Springerlink
Sustrans
Teachernet
Telegraph
Tesco
The Carbonneutral Company
The Countryside Agency
The Ecologist
The Environment Trust
The European Union
The Fairtrade Foundation
The Planning Inspectorate
The Scottish Executive
The Times
The United Nations
The University Of Sheffield
The Woodland Trust
Total Print Expo
Trading Standards Central
Treehugger
UK Government Sustainable Development
UnescoUniversity College LondonUniversity Of East Anglia
University of Oxford
University Of Sussex
Waste Online
Waste Watch
What PCWHOWorld Land Trust
WRAP
WRI
WWF
Xerox
Transport For London
GALVANIZING IDEAS
Stimulates Action
Can evolve
Crossesmultiplechannels
Substanceand ‘legs’
CONTENTCompelling and Entertaining Easily Shared
DELIVER CONTENT ACROSS 4 SCREENS
PR PROFESSIONALS REQUIRE NEW SKILL SET
Listen with intelligence
Digital natives
Create compelling and entertaining content
Creative across multi-channels
Strategic counselors
Experts across both corporate and brand marketing
NOTE OF CAUTIONHigher Standards
Don’t pretend to be journalists
PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS
Two Dimensions
Encompass a broader set of media options, from Mainstream to New to Social to Owned
Engage stakeholders in long-term social relationships, as all communications become public
