You don’t own the conversation

No medium is an island

TV is more than broadcast. Newspapers are more than print. Successful campaigns grow beyond

their centre. It’s about convergence and choosing:

the right tool at the right time for the right purpose

The value’s in the network

Get yourself heard

Quantity matters but quality matters more

Focus on impact as well as reach Digital campaigns are perishable

Inspire others to share Back it up with content Create a call to action Be demonstrably authentic Own it

Make social a part of ‘business as usual’ Support effective use

Develop clear policies, apply light rules Provide good just-in-time training Trust people Accept mistakes are inevitable and rarely

fatal Encourage staff to

Be your best advocates Connect with the brand Re-share content

Innovate from every side