1. NAVIGATING ROUGH SEAS
Demystifying digital & social communication in the age of empowerment
Brendan Hodgson, Digital Strategy Director
April 25, 2012

2. “The internet is the dominant “We are living through the
PLATFORM FOR LIFE in the largest increase in human
21st Century.” expressive capability in history.”
Ben Hammersley Clay Shirky

3. SO WHAT? 3
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

4. SO WHAT? 4
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

5. SO WHAT? 5
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

6. EMPOWERED VOICES 6
4/25/2012

7. SO WHAT? 7
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

8. SO WHAT? 8
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

9. SO WHAT? 9
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

10. SO WHAT? 10
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

11. SO WHAT? 11
New voices
Transforming how
Digital channel empowered through
people, organizations
increasingly first and digital challenging
& media find, share &
only point of contact traditional media
create content
primacy
Providing Removing silos
Two-way channels
organizations with separating internal &
creating opportunities
means to directly external, local &
for dialogue yet to be
touch most important global, mass- &
fully exploited
audiences micro-
Reputation & risk Mobile technologies
management models moving us into new
impacted: speed & areas still not fully
transparency understood

12. Emerging trends Impacting Corporate
Reputation in the Digital Age
April 25, 2012

13. TRENDS: 1
Companies as Media &
Publisher…
Looking beyond text… Exploring how dynamic storytelling
combining words, images, video and animation can
communicate your story directly to stakeholders

15. TRENDS: 2
The ‘Social Platform’…
Getting the ingredients right… to maximize opportunity and
minimize risk

16. PEOPLE Strategists
Community Mgrs
Listeners / Analysts
Authors / creators
PRINCIPLES Responsiveness
Transparency
Engagement etc.
PROCESSES Content Strategy
Approval / legal
Integration
Risk Management
POLICIES Employee policies
Corporate policies
Rules of engagement
Risk policies
TECHNOLOGY Corporate real estate
Social Platforms
Apps / Mobile etc.

17. TRENDS: 3
The Echochamber Effect
… And the opportunity to drive meaningful dialogue and
engagement

18. CONNECTING VOICES IN MEANINGFUL
DIALOGUE…

21. TRENDS: 4
‘Black Swans’ & the
Changing Dimensions of
Crisis
… Speed, misinformation, speculation, the “Google Effect”…
and a lot of hype!

22. Digital is changing how crises emerge &
escalate, how media, politicians and publics
react, and how organizations respond & engage
April 25, 2012

23. ‘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
April 25, 2012

24. TRENDS: 5
Silo Busting
Digital sweetspot is found at the confluence
of online and offline

25. Silo Busting
Where digital can make a difference
• EDUCATE ON ISSUES PUBLIC
CSR
• ACCELERATE RESPONSIVENESS AFFAIRS
• STRENGTHEN TRANSPARENCY
• ENABLE DISCUSSION
CORP
• MOBILIZE CONSTITUENTS DIGITAL
COMMS
• CONSULT CITIZENS
• CROWDSOURCE IDEAS
• INSPIRE ACTION CRISIS &
INTERNAL
• DRIVE ADVOCACY ISSUES
April 25, 2012

26. 7 TRENDS: 6
“Harder to distrust a person
than a corporation”
Your most powerful brand guardians may no longer be your CEO
or management

27. Voices of Experts = Credibility / Trust

28. Getting There
What it takes to succeed
• Situational Awareness Analysis
• Goals and Strategy
Evaluation Strategy
• Platform
• Risk Mitigation
• Training & Knowledge
Transfer
Execution Platform
• Tactics aligned to Strategy
• Superior Execution
• Appropriate Measurement Training Security
April 25, 2012