The world of post authoritarian comms nordea l&p may 6 2010 - line-of-sight

transcript

The World of Post

Authoritarian Comms

Nordea L&P May 6 2010

www.lineofsight.dk/en

Anti-authoritarian Martin Luther

Picture credit: Commons .wikimedia.org

Anti-authoritarian revolts May 1968

Picture credit: -shalom via Flickr.

Fall of Berlin Wall November 1989

Picture credit: fiahless via Flickr.

Times are changing

Picture credit: fixe via Flickr.

Now it’s about trust and being honest

Source: 2010 Edelman Trust Barometer

Trust in banks in sharp decline

Whom do you trust the most?

Don’t bemislead by this!

Authorities have lost power

Here comes

everybodyModern leaders aim at leading

by example

and valuesnot by orders

Do you trust your employees?

Picture credit: HikingArtist via Flickr.

Why do you want me to do that?

Picture credit: bichuas via Flickr.

I turn to my friends and my network...

… and they’re right at my fingertips

72%of the Internet population

are activeon at least one social network

Source: InSites Consulting. Survey 2010.

I only use Facebook very little

Picture credit: sfpolitik via Flickr.

“Politicians are trained in Facebook”

Social media are (just) new channels

Homepage Mgmt/group Social media

Employees Customers News media

Picture credit: matthamm via Flickr.

Picture credit: elvire-r via Flickr. Picture credit: luc via Flickr.

Picture credit: Nordea L&P

From a corporate Facebook page:

What do you think?

From which

company’spage?

From the same corporate FB page:

company’spage?

Even Coca-Cola struggles with FB

Of course they’re good

5,438,081 people like them…

The brands we love, come with a personality, authenticity and

unique point of view.

What’s your purpose and values?

Picture credit: Goddard_Photo:and_Video_Blog via Flickr.

Easy – that was old media…

They only care little about

• Vision

• Mission

• Values

• CSR

• Purpose.

What do you care about?

• The why questions.

Why do individuals care?

We all care about the environment

What do you think. Does Nestlé care?

How not to handle a social crisis

Nestlé initiated this exchange by approx. saying: Don’t use an altered version of the company’s logo as your profile pic, or your comments will be deleted…

Source: http://bit.ly/crdxSm (necessary because Nestlé very quickly removed these updates).

Help me tell stories about myself

I want to be as cool as you – 1 of 3

I want to be as cool as you – 2 of 3

I want to be as cool as you – 3 0f 3

And I trust that you act responsible

I really do…

50 percent of SM is just showing up

Picture credit: gcardinal via Flickr.

The rest is about participating actively

Picture credit: Ush via Flickr.

Social media needs constant attention

Picture credit: tjt195 via Flickr.

What drives us using social media?

Picture credit: lord-jim via Flickr.

You must deliver on your promise

Picture credit: lord-jim via Flickr. Picture credit: 68593573@N00 via Flickr.

Accessibility: People want to engage

Picture credit: s-t-r-a-n-g-e via Flickr.

Transparency: Openness is essential

Picture credit: joiseyshowaa via Flickr.

Authenticity: Be honest. No spin

Picture credit: bichuas via Flickr.

Is your story worth listening to?

Picture credit: gcardinal via Flickr.

Before you act you need a strategy

Ford’s successful SM strategy

To humanize

the company

by connecting consumers

with Ford

employees and

with each other

when possible, providing value in the process.

Picture credit: fordmotorcompany via Flickr.

Get social media into perspective

How to measure success

Download white paper on dialogue in comms: http://www.slideshare.net/schaumann Contact

Line-of-SightJens Juels Gade 51DK-2100 CopenhagenDenmark+45 40 41 35 10 info@lineofsight.dk www.lineofsight.dk/en http://twitter.com/kimschaumann

About Line-of-Sight

Line-of-Sight is a communications agency. We develop communication strategies, plans and concepts. We work out creative ideas and proposals. We help our clients with press and stakeholder relations, internal communication and Internet and intranet communication. By this, we are helping companies and organisations to ensure value in the huge resources spent every day on communications. We strengthen our competencies in these fields through our network of ten highly specialised communications companies.

Our strength is broadly based consultancy services cutting across channels and disciplines. We string all elements together and help prioritizing, timing and channelling what is to be communicated. The end-goal is to create a link – a line-of-sight – between the objectives of a business or organisation and those of relevant internal or external stakeholders. We deliver concrete communications solutions, which, for example, can be videos, texts, homepages or design. We consult measure and teach.

The world of post authoritarian comms nordea l&p may 6 2010 - line-of-sight

Business