Corporate Communication In The Digital Age:A shift toward shared meaning

June 1, 2011

Agenda

Strategic role of corporate communicationDigital revolutionContextual evolutionShared meaningEffective communication today

VisionMission/Business concept

Strategy

Communication

Strategic role: corporate communication generates permission for your existence

Brand

Corporate communication builds 360° stakeholder trust

Investors/OwnersEmployees

Market/PartnersPublic

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Revolution:In the digital age, successful corporate communicators understand and respectstakeholder power

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Evolution:Stakeholders are also less trusting and more demanding

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Companies now struggle to build trust via traditional communication channels

Source: Synovate Global Trend Study, 2011

Only 4% of Norwegians believe what companies say in TV advertisements.

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In fact companies are struggling to maintain trust in general.

56%

52%49%

Trusted by the public

tBusiness Government Media

Source: Edelman 2011 Trust Barometer Findings

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Stakeholders want corporations to create broader value

Source: Edelman 2011 Trust Barometer Findings

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“Consumers often want the brands they buy from to stand for something, because consumers often want to stand for something.”

- Jeremiah Owyang, 2011

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CORPORATE COMMUNICATION IS NOW ABOUT BUILDING THAT SHARED MEANING

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Efficiency : making life easier for your customers

Dell IdeaStorm 440 ideas implemented 15,000 ideas contributed Brand positioning Customer service Product development

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Transparency: building on openness

Conversation: engaging through real peopleLogica: Sweden

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Conversation: many credible sources with your company

17Source: Edelman 2011 Trust Barometer Findiings

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Desireablity: creating what people want to be associated with

Intel IdeaJam Intel as enabler A celebration of

creation & inspiration Drive relevancy and

positive association

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“You cant just say it. You have to get people to say it to each other.”

- James Farley, VP Marketing, Ford

Unleashing the full potential of communication in the digital age

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Agenda

RelevantReal timeReal peopleRight voice

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THANK YOUGeoffrey Igharogeoffrey.igharo@creuna.noTwitter: @geoffreyigharo