Fleishman Hillard Riding The Wave Presentation To Dow Jones February 2010

Dow Jones 08h30 on 24.02.2010

Riding the Wave

Social Media, the CEO and the Death of Top-Down Communications

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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead

Explore the amazing surf photographs of Clark Little

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in one generation the nature of trust has changed irrevocably

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but Tony from Strathfield is believable

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If Facebook were a country, it

would be the 8th most populated in the world, just ahead of Japan.

More than 6 million Australians visited Facebook in June 2009

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Only of people trustadvertisements

14% of people trust the recommendations of their peers

78%

{One-Way} {Conversation}

Nielsen, “Trust in Advertising” Oct. 2007

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Very high/ High %

Nurses 84Druggists, pharmacists 73Veterinarians 71Medical doctors 69Dentists 62Engineers 61Clergy 58College teachers 58Policemen 54Psychiatrists 38Bankers 37Chiropractors 36Journalists 26State governors 22Business executives 18Lawyers 18Stockbrokers 17Senators 15Congressmen 14Insurance salesmen 13HMO managers 12Advertising practitioners 11Car salesmen 7

Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3.

rate the honesty and ethical standards of people in these fields

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o Armed forces +43%o NGOs +27%o Education system +26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%

Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”* Net Rating = % trust - % distrust

trust to operate in society’s best interest

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trust me

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People trust brands that build a personal relationship

Blogs

Social Networks

Online Communities

Radio

Online Brand Content

TV

Search

Rewards Programs

Mobile Marketing

Print

Direct Mail

Opt-in E-mail

Online Display Advertising

Mas

sTa

rget

edPe

rson

aliz

ed

Trial Advocacy

RelationshipsAwareness LoyaltyConsideration

TRUST

Pers

onal

izati

on

Digital Traditional 11

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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead

Explore the amazing surf photographs of Clark Little

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   “Every generation

needs a new revolution.”

Thomas Jefferson

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airwaves one to many

movable type one to many

telegraph & phone one to one

recorded image one to many

   500 years4 revolutions

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“the largest increase in expressive capability in human history.”

- Clay Shirky, Author

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publishers formerly known as audiencemany to many

• global• social• ubiquitous• cheap

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it helps us connect

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“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009

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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead

Explore the amazing surf photographs of Clark Little

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Mad Men is satire.Believing you control the discussion is comedy.

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specificity

Organization

Old Marketing: Broadcasting to 1,000,000 to engage 100New Marketing: Engaging the right 10 people who reach 1,000 who influence 10,000

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Traditional

Press releasesOpinion

Influencers

Factsheets

Events

We Media

Search engine marketing

Buzz Web 2.0

Citizen journalism

MySpace

Social Media

Flogs

Publicity

Promotions

Media relations

Positioning

Viral marketing

Tivo

Social networking

Metaverses

Folksonomy

Content optimization

Online editorial outreach

Syndication

Flickr

New

Consumer-generated content

Reputationmanagement

Public affairs

Third party outreach

Grassroots

Mobile marketing

Advergaming

YouTube

Employeecommunications

RSS Blogs

Wikis

Tagging

Podcasting

Wireless

Facebook

Crisiscommunications

Coalitions

Communications Evolves

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“If you don’t like

change,

you’re going to like

irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army

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> learning to surf

Explore the amazing surf photographs of Clark Little

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Make participation

a priority

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“Google isn’t a search engine, it’s a reputation management system”Clive Thompson, Wired

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common elementsBe a part of the conversation Influence the influencers Create trusted relationships Be accessible Honesty IS the best policy Respond quickly Be relevant

educate,

engage,

empower

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ListenConversation audit to understand what is being discussed

Understand context and communicate with relevance

Engagepeople with influence and credibility and build relationships through interaction.

Tell them the story and let them tell it to others.

Manageuncontrolled communications in an uncontrolled environment.

Create and sustain authentic conversations.

How do we get started?

EvaluateHow did we shift perception?

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don’t fret

over labels

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tomorrow they’ll be gone

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social is not “emerging”

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even if you are

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in a connected world, power shifts to those best able to connect.

Dov Seidman

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thanks. i’m

blogging this.

www.twitter.com/PercepCounsel