Hkd2 energy navigating rough seas_brendan hodgson_h+k
1 like451 views
The document discusses emerging trends impacting corporate reputation in the digital age. It identifies six key trends: 1) Companies using digital channels to directly communicate their story to stakeholders, 2) Managing social media platforms to maximize opportunities and minimize risks, 3) Addressing the "echo chamber effect" and driving meaningful dialogue, 4) The changing nature of crises in the digital world and need for speedy, transparent responses, 5) Breaking down silos between digital and other departments to better engage audiences, and 6) Individual voices gaining more credibility than corporations so empowering employee advocates is important. It emphasizes situational awareness, goals, platform management, risk mitigation and superior execution are needed to succeed with digital reputation strategies.
Hkd2 energy navigating rough seas_brendan hodgson_h+k
- 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