Professional Documents
Culture Documents
Diverse capabilities Top ve global PR network with more than 3,000 employees in more than 20 countries.!
Build deep capabilities in Plan and Engage, and partner for Build, except in India!
Focus rst on existing clients, then integrated pitches, then social pitches!
Build deep capabilities Focus on Become best-in- in social for employee integration, not class in social for engagement, crisis standalone social! corporate! management and CSR!
Societal values!
Consumption behaviors!
If [social media activists] can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds.! ! PAUL POLMAN, CEO, Unilever! !
Photo from untitlism on Flickr!
Consumers are beginning in a very real sense to own our brands and participate in their creation We need to begin to learn to let go.! ! A.G. LAFLEY, Former CEO and Chairman, Procter & Gamble !
Photo from Photo Extremist on Flickr!
The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering. ! ! MITCH MATHEWS, Former SVP of Central Marketing, Microsoft!
Photo from halderman on Flickr!
Conversations!
Collaboration!
Co-creation!
A brand is no longer what we tell the consumer it is it is what consumers tell each other it is.! ! SCOTT COOK, Founder and Chairman, Intuit!
Photo from ngmmemuda on Flickr!
The opportunity for businesses today is to become networkswith a culture of collaborative innovation, stewardship and integrity.! ! FILIPPO PASSERINI, Former President, Procter & Gamble!
Photo from pochacco20 on Flickr! !
We are all getting used to the idea of co-creation of content. But are we ready for the notion of co-creation of brands? ! IVAN POLLARD, VP Global Connections, The Coca-Cola Company!
Technology platforms! ! (Design for participation)! Marketing programs! (Movement marketing)! Business processes! (Collaborative innovation)!
Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now its the people who are in control. RUPERT MURDOCH, Chairman and CEO, News Corporation!
Photo by Ben Chau on ickr!
We look for insights that represent human truths, motivations and tensions that only our brands benets can solve. That spark can create big ideas that can then invite their participation. At its best, it can inspire movements where people advocate on your brands behalf.! ! MARK PRITCHARD, Global Brand Building Ofcer, Procter & Gamble!
Photo from seyyed_mostafa_zamani on Flickr!
We listen, learn and then improve and innovate based on what our customers want.! ! MICHAEL DELL, CEO and Chairman, Dell!
Photo from xavitalleda on Flickr! !
Incubation! !
Inaction!
Platforms!
Programs!
Processes!
PAID ! MEDIA! (For strangers)! EARNED ! MEDIA! (For advocates)! OWNED ! MEDIA! (For familiars)!
- TV or print media coverage! - Online media coverage! - Blogger coverage! - Third-party recommendations! - Word of mouth! - Newsletter & website sign-ups! - Event sign-ups! - Social media conversations! - Community management!
V!
Voice!
!
Engagement!
R!
Reputation!
I!
Inuence!
T!
Target!
!
Evangelism!
Alignment with the brand persona and messages! Ratio of core, peripheral and irrelevant messages!
Involvement of relevant inuencers with the brand! Comments, links, likes, shares, retweets, mentions, embeds!
Positive Effectivenes perceptions s of brands for the brand! owned media platforms! Ratio of positive, neutral and negative stories! Increase in followers, fans, opt-in subscribers, registered members!
Impact in terms of business objectives! Business leads, store walk-ins, event attendance! !
What we really need is a mindset shift that will make us relevant to todays consumers, a mindset shift from telling & selling to building relationships. ! JIM STENGEL, Former Global Chief Marketing Ofcer, Procter & Gamble!
3) Purpose!
If a company, or even its chief executive, doesnt have a presence on social networks today, that company risks not being in the conversation at all. Over time, I believe, that can be fatal to a business.! ! BRIAN J DUNN, CEO, Best Buy!
hoto from h.koppdelaney n Flickr! !
Plan for crisis scenarios via a crisis simulation workshop; track inuencers and sources for early warning signals; and build enterprise capabilities to effectively respond to crisis situations in real time.!
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.! ! JEFF BEZOS, CEO, Amazon!
Photo from alancleaver on Flickr! !
Attention!
Spotlight: Plot 2! heat map of crisis ows! ! Flash Point: 1! Track early warning signals! !
Time!
Co-create an employee value proposition with your employees; transform employees and alumni into ambassadors; and attract and recruit top talent.!
The successful companies of the future will be those that integrate business and employees personal values. The best people want to do work that contributes to society with a company whose values they share, where their actions count and their views matter. ! JEROEN VAN DER VEER, Committee of Managing Directors, Shell!
1! WHAT! !Create an EVP or Employee Value Proposition around Purpose, Personality and Potential!
1. Social ! specialists!
Dedicated staff, focused on build and engage. 50+ across Asia in 2011, to grow to 60-80 in 2012.! All other staff, who can contribute to plan and engage. 20-25 across Asia in 2011, to grow to 200+ in 2012.!
Senior staff, focused on plan. 15-20 across Asia in 2011, to grow to 50+ in 2012.!
2. Social strategists!
1. Social ! specialists!
2. Social strategists!
Source: http://facebook.com/dellgogreen !
Source: http://www.facebook.com/ebaydotin!
Source: http://www.facebook.com/sonyericsson.in!
Source: YouTube!