Transcript here - NevilleHobson.com

Organizational Communication 2.0:
The Age of Social Communication
Neville Hobson, ABC
Shel Holtz, ABC
Allan Jenkins
IABC International Conference
Vancouver
June 4, 2006
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Today’s Agenda
The Social Media Ecosystem
Is It Really a Seismic Shift?
Challenges and Opportunities for Communicators
Conclusions and Wrap Up
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The Old World
Influencers
Potential Employees
Investors
Customers
Employees
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
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The New World
Influencers
Potential Employees
Investors
Customers
Employees
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
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The New World
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Disruptive Evolution
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Web 2.0
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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I want to have a say.
I don't want to do business
with idiots.
I want to know when
something is wrong, and
what you're going to do to
fix it.
I want to help shape things
that I'll find useful.
I want to connect with others
who are working on similar
problems.
I don't want to be called by
another salesperson. Ever.
(Unless they have something
useful. Then I want it
yesterday.)
Christopher Carfi: www.socialcustomer.com
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I want to buy things on my
schedule, not yours. I don't
care if it's the end of your
quarter.
I want to know your selling
process.
I want to tell you when
you're screwing up.
Conversely, I'm happy to tell
you the things that you are
doing well. I may even tell
you what your competitors
are doing.
I want to do business with
companies that act in a
transparent and ethical
manner.
I want to know what's next.
We're in partnership…where
should we go?
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The Thin Membrane
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Employees are consumers
Employees are influenced and have influence
Employees want to have a say
Employees don’t want to work for or with idiots
The fine line between internal and external communication
is blurred
Let’s also think of “The Social Employee Manifesto”
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The Social Media Ecosystem
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The new water cooler
“Social software”
Informal networks
Conversational media
Online diaries
Personal expression
engines
When you want,
where you want,
on your terms
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The Social Media Ecosystem
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Blogs
Wikis
RSS
Podcasts
Videocasts / Vlogs
Moblogs
MMS
Internet telephony
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Tools that facilitate:
■ Communication
■ Engagement
■ Transparency
■ Trust
Tool that are:
■ Complementary to traditional
communication activities
■ Used by organizations who
recognize the social
characteristics of effective
communication
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The Rise of Social Media
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Building Community
■ Community: A group of people (online and/or
face-to-face) who regularly interact around a
shared purpose or interest and form relationships
over time
■ Or more informally, a gathering of people with a
shared interest or purpose who communicate,
connect, and get to know each other better over
time
(Nancy White: Full Circle Online Interaction Blog)
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Example: The Hobson & Holtz Report
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Started January 2005
First podcast in the
communication profession
Co-hosts: Neville Hobson
(Amsterdam) and Shel
Holtz (California)
70-90 mins, twice weekly,
Monday and Thursday,
recorded via Skype
Global audience
Building community
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It’s About Community
■ Involve listeners
■ Listen to them
■ Encourage
listeners
■ Address their
needs
■ Engage
Global distribution: FIR listeners 29/5/06
http://www.frappr.com/fir
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It’s About Trust
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Communication Choices
Engage and Participate
vs.
Transmit
Advocate
vs.
Preach
Influence and Persuade
vs.
Command and Control
Informal and
Conversational
vs.
Formal and Instructive
Build Community
vs.
Tell Your Audience
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A Summary of Tomorrow
http://robinsloan.com/epic/
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Conversation…
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Neville Hobson, ABC
Amsterdam, Netherlands
www.nevillehobson.com
Shel Holtz, ABC
Concord, CA, USA
blog.holtz.com
Allan Jenkins
Copenhagen, Denmark
www.desirableroastedcoffee.com
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Original cartoon by Hugh MacLeod, Gaping Void (gapingvoid.com). Used with permission.
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