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The World of Post Authoritarian Comms Nordea L&P May 6 2010 © Line-of-Sight 2010 www.lineofsight.dk/en
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The World of Post
Authoritarian Comms
Nordea L&P May 6 2010
© Line-of-Sight 2010
www.lineofsight.dk/en
Anti-authoritarian Martin Luther
page 2
Picture credit: Commons .wikimedia.org
Anti-authoritarian revolts May 1968
page 3
Picture credit: -shalom via Flickr.
Fall of Berlin Wall November 1989
page 4
Picture credit: fiahless via Flickr.
Times are changing
page 5
Picture credit: fixe via Flickr.
Now it’s about trust and being honest
page 6
Source: 2010 Edelman Trust Barometer
Trust in banks in sharp decline
page 7
Source: 2010 Edelman Trust Barometer
Whom do you trust the most?
page 8
Source: 2010 Edelman Trust Barometer
Don’t bemislead by this!
Authorities have lost power
page 9
Here comes
everybodyModern leaders aim at leading
by example
and valuesnot by orders
Do you trust your employees?
page 10
Picture credit: HikingArtist via Flickr.
Why do you want me to do that?
page 11
Picture credit: bichuas via Flickr.
I turn to my friends and my network...
page 12
Picture credit: fixe via Flickr.
… and they’re right at my fingertips
page 13
Picture credit: fixe via Flickr.
page 14
72%of the Internet population
are activeon at least one social network
Source: InSites Consulting. Survey 2010.
I only use Facebook very little
page 15
Picture credit: sfpolitik via Flickr.
“Politicians are trained in Facebook”
page 16
Social media are (just) new channels
page 17
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:
page 18
What do you think?
From which
company’spage?
From the same corporate FB page:
page 19
which
company’spage?
Even Coca-Cola struggles with FB
page 20
Of course they’re good
page 21
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?
page 22
©
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?
page 23
Picture credit: fixe via Flickr.
We all care about the environment
page 24
What do you think. Does Nestlé care?
page 25
How not to handle a social crisis
page 26
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
page 27
I want to be as cool as you – 1 of 3
page 28
I want to be as cool as you – 2 of 3
page 29
I want to be as cool as you – 3 0f 3
page 30
And I trust that you act responsible
page 31
I really do…
page 32
50 percent of SM is just showing up
page 33
Picture credit: gcardinal via Flickr.
The rest is about participating actively
page 34
Picture credit: Ush via Flickr.
Social media needs constant attention
page 35
Picture credit: tjt195 via Flickr.
What drives us using social media?
page 36
Picture credit: lord-jim via Flickr.
You must deliver on your promise
page 37
Picture credit: lord-jim via Flickr. Picture credit: 68593573@N00 via Flickr.
Accessibility: People want to engage
page 38
Picture credit: s-t-r-a-n-g-e via Flickr.
Transparency: Openness is essential
page 39
Picture credit: joiseyshowaa via Flickr.
Authenticity: Be honest. No spin
page 40
Picture credit: bichuas via Flickr.
Is your story worth listening to?
page 41
Picture credit: gcardinal via Flickr.
Before you act you need a strategy
page 42
Picture credit: joiseyshowaa via Flickr.
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.
page 43
Picture credit: fordmotorcompany via Flickr.
Get social media into perspective
page 44
How to measure success
page 45
Picture credit: joiseyshowaa via Flickr.
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 [email protected] 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.
© Line-of-Sight 2010. All rights reserved.
