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Corporate communications in the age of social technology
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Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Corporate communicationsin the age of social
technologyThe 12 Truths of Modern PR
Seoul, Korea 2011.10.11
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
People consume content selfishly
• ‘making the other person feel important’ has always been part of persuasion
• listening to the sound of one’s voice• clicking ‘like’ generates ‘likes’• narcissism and know-it-all-ism• sharing ‘what makes you look good’
1.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
We keep losing control• of our time• of our privacy• of our own reputation• of the conversation topic• of the corporate communications
narrative
2.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Communication is becoming ‘female’
• communication is more and more about listening and not just talking
• vertical hierarchy being eclipsed by peer-to-peer horizontal
• a shift in the quantity & tonality of content
• more and more corporate communicators are women
3.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Sorry is no longer enough• the global rise of apology
communications• most companies will have a crisis in
the next year, but most are not prepared
• lawyers are losing more client debates
• holding statements look weak and defensive; ‘hiding behind a shield’
• apologies must be sincere and genuine
4.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Digital is becoming tired • there’s a backlash to digital jargon• ‘Face’ is more important than
Facebook• inaccessibility a barrier to adoption• the gurus say: most people ‘don’t get
it’ • but there’s only so much to ‘get’• social brand > social business > bla
bla• diminishing returns are setting in
5.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Attention spans keep collapsing
• the myth of multitasking debunked• constant restless scrolling and
clicking• the speed of change is accelerating• ‘what’s trending’ is often utter drivel• raw emotion – especially anger – is
trumping thinking and reflection• there’s no time to tell stories
anymore
6.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Digital storytelling is key• the simplification of complexity• the rapid rise of infographics• where data meets design is the
sweet spot• ‘brain drain’ from journalism to PR
when ‘every company can be a media company’
• Guardian announcement today: The Guardian displays newslist to public online
7.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
PR & customer service are merging
• blurring of and confusion between traditional boundaries between disciplines
• real-time rapid response plus savvy content curation is easy but vexing
• the rise of dedicated digital teams• expanding the power of corporate
communications and the CCO
8.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
It’s all about the content• content must tell a compelling digital
story• PR is becoming about programming
content for communities• there’s too much noise, not enough
signal • there’s a ‘TED’ constituency out
there• content must be repurposeable
across platforms, which change relentlessly
9.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
10.
People crave deeper meaning• many feel unsatisfied from their
digital interactions, like eating chips• where the online meets the offline is
key• offline = the reality of everyday life • digital is ‘cool’ but it is also cold
(transaction-like); analogue is warmer and face-to-face (relationship-like)
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Complexity is making PR harder
• the hundreds of people in a PR professional’s life have become millions
• the sheer size of communities is a communications management challenge
• communities are ‘social’ but they are highly atomized and ‘individually sensible’
• analytics only answer some questions
11.
Burson-Marsteller l Asia-Pacific l Evidence-Based Communications
Asian companies are going digital
12.
2010 20110102030405060708090
AsianWestern
Percentage of companies using a branded social media platform