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Corporate Communication In The Digital Age: A shift toward shared meaning June 1, 2011
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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
© Creuna
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
Add image11
“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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