Boris Khodorkovsky - Two-way online-offline communications

TWO-WAY ONLINE—OFFLINE

COMMUNICATIONS

How To Drive City Hall Towards Important Local Changes

PROBLEM 1

➤ Planned large-scale construction on the Odessa slopes — 18 hectares of the large recreational park zone descending to the Black Sea shore.

➤ Odessa citizens were furious about it, but the courts were on the business side of this shady contract.

SOLUTION(offline ↔ online) × n times until = resolved

WHEN PR ADDICTION HELPS

➤ Mayor becomes extremely read & cited source on Facebook.

➤ He reads & comments constantly.

➤ Becomes addicted to positive feedback.

➤ Starts to base his decisions on “what will people say”.

➤ Gains more positive feedback as a result.

➤ A thought about his role in solving construction on the slopes was carefully brought to his mind.

➤ City hall files a law suit against the construction company and wins it in 2015.

For public demolition of illegal constructions odessites called him Mayor-Sledgehammer.

No-one really remembers he started the process of getting the Odessa slopes back to its citizens.

PROBLEM 2

➤ Well-known communications agency in Kyiv designed a tourism logo for Odessa…

➤ Mayor & the City Hall accepted the work and payed for it.

➤ Odessa citizens, designers, marketing professionals, and HORECA hated it.

➤ City Hall insisted they will keep the “logo” and printed city guide with the symbol.

one of the public creative sessions

FIRST RESULTSof the mutual creative process

ONLINE & OFFLINE VOTE

RESULTArtery Lebedev’s reaction

& final logo

(offline ↔ online) × n times until

= resolved

Thank you