Transcript for #Commschat - Martin Thomas 14 March 2011

8/7/2019 Transcript for #Commschat - Martin Thomas 14 March 2011

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#commschat

wthashtag.com/commschat

Transcript of #CommsChat March 14, 2011

Guest-hosted by Martin Thomas, author of Crowd Surfing

& LooseAll times are GMT

March 14, 2011

7:53pm

crowdsurfing: Waiting with fingers poised to deal with any random questionsabout future of PR, loose business or dodgy Welsh rugby tries

#commschat

7:55

pmCommsChat: For those new to #commschat, we recommend TweetChat as the

best platform for live twitter chats. #commschat

7:56

pmCommsChat: I'll be quiet now, returning in four minutes for Martin

@crowdsurfingThomas. A full pre-read is up on

commschat.com #commschat

7:57

pm

crowdsurfing: Why is the PR industry uncomfortable with business thought

leadership? How many great business books written by PRpeople? #commschat

7:58

pmHSchoegler: RT @crowdsurfing: Why is PR industry uncomfortable w/

business thought leadership? How many great biz books written

by PR people? #commschat

7:59

pmDan_Martin: @crowdsurfingHave we started? No intros? #commschat

8:00

pmCommsChat: OK. It's 8 o clock time for our second instalment of

#commschat. with us we have Martin Thomas #commschat

8:00pm

CommsChat: Martin is a pioneer of integrated brand and communicationsplanning. He co-founded Nylon, WPP?s specialist comms

business #commschat

8:00

pmJonClements: I found some great business books by PR people while

researching my CIPR thesis! #commschat

8:01

pmCommsChat: Doing them now Dan. Martin published Crowd Surfing in 2008,

and has just followed this up with Loose. #commschat

8:01

pmAdamFairclough: @crowdsurfingI despair at the term 'thought leader', like those

suppliments in PRWeek; all the contributors repeat each other

#commschat

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8:02

pmCommsChat: which looks at how new technology helps us loosen up.

#commschat

8:02

pmJonClements: Building a Corporate Reputation by Peter Firestein is excellent.

#commschat

8:02pm

Dan_Martin: Not sure if we do this anymore but I'm Dan Martin, editor of@BusinessZone& PR manager for @daisychainbaby

#commschat

8:02

pmcrowdsurfing: @AdamFairclough@crowdsurfingI agree that thought leader

has limitations but PR ind needs to be more intellectually

confident #commschat

8:04

pmcrowdsurfing: Tea Party is classic example of a 'loose organisation' - no

defined agenda or clear leadership but remarkably effective

#commschat

8:05pm

CommsChat: @crowdsurfingwhen u were researching Loose did you havethe chance to compare comms disciplines and how they used

social media #commschat

8:05

pmHSchoegler: e-Patient communities are another example of a "loose

organization", yes? #commschat

8:06

pmDan_Martin: I really want to stop complaining about the new #CommsChat

but I'm confused again!

8:07

pmcrowdsurfing: @HSchoeglerAll sorts of interesting community groups being

formed - whether Big Soc can harness them will interesting

#commschat

8:08

pmcrowdsurfing: @CommsChat@crowdsurfingPR well placed to exploit social

med opportunity - which is why other sectors are stealing PR

language #commschat

8:09

pmHSchoegler: Sorry for not introducing myself! Heather from "across the

pond" in Indiana. Marketing/PR/SM professional for healthcare

#nfpt#commschat

8:09

pmCommsChat: @crowdsurfingcan you give us some other examples of loose

organisations, how theyve developed and the impact theyre

making #commschat

8:10

pmcrowdsurfing: @CommsChat@crowdsurfingLoose orgs 1. Zappos - call

centre staff operate without a script or time limit (longest call 8

hours) #commschat

8:10

pmNotFromBolton: Evening all how is everyone tonight? #commschat

8:11

pmPRMediaBlog: Unreal! RT @crowdsurfing: Loose orgs 1. Zappos - call centre

staff operate without a script or time limit (longest call 8 hours)

#commschat

8:11 JonClements: Unreal! RT @crowdsurfing: Loose orgs 1. Zappos - call centre

8/7/2019 Transcript for #Commschat - Martin Thomas 14 March 2011

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pm staff operate without a script or time limit (longest call 8 hours)

#commschat

8:11

pmcrowdsurfing: @CommsChat@crowdsurfingLoose Orgs 2. Gore - no job

titles, organisational charts & team leaders are selected by group

#commschat8:11

pmneilcomm: @crowdsurfingHello. (Neil, editor of @communicatemag).

Martin, what kind of skill set does looseness require in a

communicator? #commschat

8:11

pmFelicityStewart: Wow! RT @crowdsurfing: Loose orgs 1. Zappos - call centre

staff operate without a script or time limit (longest call 8 hours)

#commschat

8:12

pmDan_Martin: @crowdsurfingWhat's Gore? #commschat

8:12pm

clivebooth: @JonClements#commschatWhat are top 3?

8:13

pmcrowdsurfing: @neilcomm@crowdsurfing@communicatemagAbility to deal

with chaos & ambiguity - which means ability to improvise

above all else #commschat

8:13

pmDan_Martin: @NotFromBoltonConfused! #commschat

8:14

pmNotFromBolton: RT @Dan_Martin: @NotFromBoltonConfused! // Yes

#commschat

8:14

pmcrowdsurfing: @[email protected]. Gore = manufacturers of

Gore-tex - regularly voted US most innovative company

#commschat

8:14

pmColleenEMcKenna: 8 hours?!RT @crowdsurfing: Loose orgs 1. Zappos - call centre

staff operate without a script or time limit (longest call 8 hours)

#Commschat

8:15

pmLavaMatt: Sorry I'm late. What's the Question / Point we're discussing?

#commschat

8:15

pmamandacomms: @crowdsurfing@neilcomm@communicatemagdealing with

ambiguity is going to be key to survival in coming years

#commschat

8:16

pmDan_Martin: @crowdsurfingAny UK examples? Zappos in particular is a

well trodden case study (yes, I've used it myself). #commschat

8:16

pmHSchoegler: Interesting & unexpected! RT @crowdsurfingW.L. Gore =

manufacturers of Gore-tex - regularly voted US most innovative

company #commschat

8:16

pmCommsChat: @LavaMatt@NotFromBoltonHi Martin Thomas, author of

Loose, is talking about loose organisations. #commschat

8:17 Dan_Martin: @jeremysinger1It has but there doesn't seem to be any set

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pm questions. #commschat

8:17

pmcrowdsurfing: @Dan_Martin@crowdsurfingUk examples - Pret, giff-gaff,

Asda #commschat

8:17

pm

NotFromBolton: RT @CommsChat: @LavaMatt@NotFromBoltonHi Martin

Thomas, author of Loose, is talking about loose organisations. //? #commschat

8:17

pmCommsChat: So how would you define a loose organisation Martin?

#commschat

8:17

pmDan_Martin: @crowdsurfingFor what reasons? #commschat

8:18

pmcrowdsurfing: @CommsChatBuilt around a strong core culture based on

mutual trust that gives people freedom to make decisions

#commschat

8:19

pmcrowdsurfing: Al-Qaeda is perfect example of loose organisation - highly

decentralised & almost indestructable #commschat

8:19

pmNotFromBolton: @crowdsurfingWhat an organic management structure rather

than a hierarchical one? #commschat

8:20

pmDan_Martin: @jonclementsThose questions are to @crowdsurfing- not the

community #commschat

8:20

pmsimonsanders: if ur talking call centre staff..u must differentiate b/w inbound +

oubound. Out tends to have scripts! But that's sales, not CS

#commschat8:21

pmcrowdsurfing: @NotFromBolton@crowdsurfingYes: organic structures seem

more robust than hierarchical ones because rely more on trust

than fear #commschat

8:21

pmDan_Martin: @crowdsurfingAre you suggesting there's lessons for business

from Al-Qaeda? #commschat

8:21

pmCommsChat: i read Asda gave many employees flip cameras &encouragd

them all to video blog? has anyone else done or heard of

anything similar #commschat

8:22pm

crowdsurfing: Roads without lines, street signs & traffic lights are safer -because they force drivers to think = perfect loose thinking

#commschat

8:22

pmmoniqueterrell: I'm lurking in the #commschatthis afternoon. Hi Everyone,

Monique in Chicago!

8:22

pmneilcomm: @crowdsurfingPresumably comms pros have a job convincing

management that the org should embrace looseness, not control

the msg? #commschat

8:22

pm

NotFromBolton: @CommsChatWhere's the results of this, should be interesting

;) #commschat

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8:23

pmNotFromBolton: @crowdsurfingBut you still need to stay on the road though ;)

#commschat

8:23

pmcrowdsurfing: @neilcomm@crowdsurfingHuge challenge not least because

they have sold themselves as masters of control #commschat

8:23pm

simonsanders: @CommsChat- yeah didn't Dominos do it in the US? I saw thevideo their e/ees did! (joke) #commschat

8:24

pmColleenEMcKenna: @CommsChatWhen I worked for Red Frog Events in Chicago

they gave the staffhad a flip camera and Polaroid camera to

use/play with #Commschat

8:24

pmNotFromBolton: @crowdsurfingAnd a map is handy from time to time.

#commschat

8:25

pmDan_Martin: @crowdsurfingErm... #commschat

8:25

pmcrowdsurfing: @NotFromBolton@crowdsurfingYou trust the drivers to stay

on the road rather than force them to stick within the rules

#commschat

8:26

pmNotFromBolton: @crowdsurfingNo the rules of I will break my car and I will

crash apply surely? #commschat

8:27

pmcrowdsurfing: Gathering of mourners at Wootten Bassett = poignant e.g. of a

loose movement - no organisation, largely spontaneous, v

authentic #commschat

8:27pm dom_asdaPR: ?@CommsChat: i read Asda gave employees flip cameras&encouragd them all to video blog? #commschat? you heard

right www.aislespy.com

8:27

pmDan_Martin: @crowdsurfing@NotFromBoltonIs this an 'in an ideal world'

thing or are you saying some places have embraced it?

#commschat

8:27

pmCommsChat: but there have been a few incidents where org's have trusted

e'ees with eg twitter. Ryanair, Nestle, chrysler. egg on face

#commschat

8:28

pmJonClements: @dom_asdaPRWondered if you'd be listening, Dom!

#commschat

8:28

pmCommsChat: RT @dom_asdaPR: i read Asda gave e'ees flip cameras

&encouragd them to video blog? #commschat? you heard right

www.aislespy.com #commschat

8:29

pmcrowdsurfing: @CommsChatEmployees will occasionally step out of line but

in orgs with strong cultures it happens less often & is less

damaging #commschat

8:30

pmNotFromBolton: @CommsChatThen they weren't the right people for the job,

better the employees than outsourcing it. It's a learning

opportunity #commschat

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8:31

pmCommsChat: @dom_asdaPRSo Dom, do you see Asda as a loose

organisation? Have you read Martin's book? #commschat

8:31

pmamandacomms: @crowdsurfingor maybe it is more tolerated in such

organisations? #commschat

8:32pm

crowdsurfing: Loose orgs believe it better to build culture in which peoplewant to behave in right way than impose rules that will be

ignored #commschat

8:32

pmDan_Martin: @crowdsurfingCan you explain why @pret_ukis a loose

organisation? #commschat

8:33

pmNotFromBolton: RT @Dan_Martin: @crowdsurfingCan you explain why

@pret_ukis a loose organisation? // Yes please do. #commschat

8:33

pmcrowdsurfing: Best employee rulebook = Nordstrom - features 1 rule "Use

good judgement in all situations" #commschat

8:33

pmJonClements: @johncassHi John. If you're on the network, you should join

#commschat. On now, discussing "loose" organisations and

socmed.

8:34

pmAdamFairclough: Focus of chat seems odd... lots of talk on 'loose organisations'

definition, and not much on how communications applies to this.

#commschat

8:35

pmcrowdsurfing: @NotFromBolton@Dan_Martin@crowdsurfing@pret_uk

Willingness to empower in-store teams to make decisions

#commschat

8:35

pmDan_Martin: RT @AdamFairclough: Focus of chat odd... lots of talk on loose

organisations definition, not much on how comms applies

#commschat

8:35

pmneilcomm: @crowdsurfingHow does looseness play out in a crisis situation

when an org needs to deliver a honed, consistent response?

#commschat

8:36

pmcrowdsurfing: @AdamFaircloughComms challenge is how to balance need for

(message) control with reality of an increasingly uncontrollable

world #commschat

8:36

pmDan_Martin: @crowdsurfing@NotFromBoltonHow? What powers are

individual @Pret_ukteams given? #CommsChat

8:37

pmNotFromBolton: @crowdsurfingOK, basic good management practice now

where's the social bit? #commschat

8:37

pmdom_asdaPR: ?@JonClements: @dom_asdaPRBut is Asda's approach to

SocMed "loose" or well-planned?? bit of both. We're learning all

the time. #commschat

8:37

pmColleenEMcKenna: Great question! RT @neilcomm: @crowdsurfingHow does

looseness play in a crisis... #Commschat

8:38 crowdsurfing: @neilcomm@crowdsurfingApproach to crisis mgmt needs to

8/7/2019 Transcript for #Commschat - Martin Thomas 14 March 2011

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pm be rethought - more emphasis on training to respond to the

unexpected #commschat

8:38

pmAdamFairclough: @crowdsurfingDon't see much of a challenge. An unchanging

rule of comms is to style message according to audience...

#commschat8:38

pmAdamFairclough: @crowdsurfingDon't see much of a challenge. An unchanging

rule of comms is to style message according to audience...

#commschat

8:38

pmNotFromBolton: Message control comes from the need to keep your job surely? If

your'e an idiot you will get sacked for example. #commschat

8:38

pmPRMediaBlog: RT @dom_asdaPR: ?@JonClements: is Asda's approach to

SocMed "loose" or well-planned?? bit of both. We're learning all

the time. #commschat

8:38pm

JonClements: RT @dom_asdaPR: ?@JonClements: is Asda's approach toSocMed "loose" or well-planned?? bit of both. We're learning all

the time. #commschat

8:38

pmcrowdsurfing: @NotFromBolton@crowdsurfingSocial is the change driver

dramatising organisational & cultural weakness of most orgs

#commschat

8:38

pmenormous: I think I heard about a hardware company doing similar

@CommsChat#commschat

8:38

pm

allanbarr: @neilcomm@crowdsurfingI think most orgs will struggle to

gain real value from #SMwithout giving up some level ofcontrol #commschat

8:39

pmallanbarr: @crowdsurfing@neilcommyes, still think there is a place for

proper escalation process if the situation demands it

#commschat

8:39

pmNotFromBolton: @dom_asdaPRLearning is the name of the game employees

need to learn where they fit and employers need to learn from

everywhere #commschat

8:40

pm

crowdsurfing: @allanbarr@neilcomm@crowdsurfingYou can't succeed in

#SMwithout loosening up #commschat

8:40

pmallanbarr: RT @crowdsurfing: Social is the change driver dramatising

organisational & cultural weakness of most orgs < totally agree

here!! #commschat

8:40

pmcrowdsurfing: Always find it amusing when companies talk about embracing

social when it takes them 5 days to get press release out of door

#commschat

8:41

pmNotFromBolton: @allanbarrThere is no control, only consequences ;)

#commschat

8:41 allanbarr: @crowdsurfingor 2/3 stage sign-off process for those releases!

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pm #commschat

8:41

pmsimonsanders: @crowdsurfing- yes, but press releases and being social are not

the same thing, of course, but the point is well made!

#commschat

8:42pm

amandacomms: @crowdsurfing@allanbarr@neilcommit is possible even inrigid organisations like police - we devolve power to local

officers #commschat

8:42

pmJonClements: Most orgs not ready for this, I contest - RT @crowdsurfing: You

can't succeed in #SMwithout loosening up #commschat

8:42

pmcrowdsurfing: Focus on talking organisational & cultural change to senior

clients rather than selling latest social media gimmick to juniors

#commschat

8:42

pm

HSchoegler: Love @redcrossex of appropriate 'loose' response!

http://ow.ly/4emOkRT @crowdsurfing: Can't succeed in #SMw/out loosening up #commschat

8:42

pmallanbarr: @NotFromBoltontrue, but framework, coaching etc will help

massively #commschat

8:42

pmsimonsanders: press releases = controlled message / being social = being

human, open, conversational #commschat

8:43

pmcrowdsurfing: @simonsanders@crowdsurfingI am dramatising for effect - the

question should be why does it take us so long to approve stuff

#commschat

8:43

pmneilcomm: @crowdsurfingCeding control and loosening up - does this

mean the head of comms is less important or more important?

#commschat

8:43

pmallanbarr: @amandacomms@crowdsurfing@allanbarr@neilcomm

completely agree, we face similar situations with our work with

the NHS #commschat

8:43

pmNotFromBolton: @crowdsurfingOf course this is the only way it works in

business, but it is a frightening concept for many. #commschat

8:44

pmcrowdsurfing: @simonsandersTotally agree - success in #smis all about being

human, open & responsive - sounds simple but most orgs

struggle #commschat

8:44

pmCommsChat: if org totally loose, then journos would hear the news before

press releases went out. Release becomes a statement of record

#commschat

8:44

pmamandacomms: @neilcomm@crowdsurfingfor me more important as you have

to set the guidance and help create the culture to thrive

#commschat

8:44

pm

allanbarr: RT @JonClements: Most orgs not ready for this, I contest -

@crowdsurfing,but surely that's our job to advise on that

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mindset? #commschat

8:44

pmcrowdsurfing: @NotFromBolton@crowdsurfingMy aim with Loose is to try

to make it less frightening - even big sensible biz are loosening

up #commschat

8:45pm

CommsChat: Sorry, that was a question, not a statement. #commschat

8:45

pmFelicityStewart: @crowdsurfingTotally agree. Just look at the @redcross

example - acknowledged the human error - great