www.mediafuturist.com
Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com
March 2008
The Future of Public Relations
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The basic Mission:
Finding & Being Found
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The challenge
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Just reading / listening / watching is the past...
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Just reading / listening / watching is the past...
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Saturday, March 22, 2008
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Collective Intelligence? Wisdom of the Masses?
Saturday, March 22, 2008
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Change Write
Watch
Listen
Read
Saturday, March 22, 2008
Make
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Large Companies & Brands
Networked Individuals
Individuals
Mass Markets >>>>>>>>> Mass PR Consumer Conversations <<<>>> Social Media PR
Large Companies & Brands
Networked
Individuals
Saturday, March 22, 2008
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Some quick bottom lines...
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The truth travels the fastest (but it’s all about timing, too) We need to give something to receive something (it’s all about PULL, going forward) Often, we will need to reduce control to get more attention The switch from Monolog / Broadcast / Push mode to Conversation Mode is tough but crucial Consumers have ideas, too (there is no monopoly on creativity) Technology offers great solutions but it’s our assumptions and paradigms that must change first
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Good example for a PULL release
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Source: IBM
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Individual Engaging Personalized Niche Enabler that PULLS people in...
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So how are the biggest brands doing...?
Saturday, March 22, 2008
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Yes? No? Maybe?
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Saturday, March 22, 2008
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How much does this way of being or ‘getting in touch’ matter to YOU?
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The Attention Economy
Real Values Relevancy Personalization Privacy
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Transparency
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The Attention Economy
Real Values Relevancy Personalization Privacy
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Transparency
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The Attention Economy
Real Values Relevancy Personalization Privacy
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Transparency
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Pulling people in
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Saturday, March 22, 2008
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RSS: Next Generation Reading is... Feeding
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Saturday, March 22, 2008
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RSS: Next Generation Reading is... Feeding
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Keep in mind: email is for old people ;)
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Creating and maintaining a vortex...
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Start broadcasting!
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Saturday, March 22, 2008
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Brands that influence culture sell more Culture is the new catalyst for growth
Saturday, March 22, 2008
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Does your brand have an
Evangelist?
Ambassador Appointed Blogger Thought Catalyst Disruptor Public Activist Super-Node...
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Source: KenRadio.com
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Source: KenRadio.com
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Engage those lurking reporters
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Blogging benefits
Showing your clients that you are engaged Establish DDB executives as ‘people that know’ Cheapest form of building your profile i.e. marketing yourself Easiest way to show your expertise and skills Great way to network and start new conversations Generate new business
Saturday, March 22, 2008
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Blogging: the key questions
Are you ready, in terms of culture / paradigm?
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Who will carry the torch, and who will be involved (and how do you increase participation?) What are the objectives? Is it clear what’s okay and what’s not?
Saturday, March 22, 2008
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Bottom Line
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If you want bloggers to pay more attention to you, you probably have to start blogging yourself
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The Dell Blogging Experiment
Building Credibility thru Dialog
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A Corporate Weblog Rulebook (Scoble, 2003, and Gerd, 2008) Write with authority Talk about yourself and what’s real to YOU Tell the truth (yes, always), if you don’t know just say so Use a human, personal voice Use the best new technologies and web gadgets Have (grow) a thick skin Admit mistakes and problems Underpromise & over-deliver Syndicate widely Employ text, audio, video...
Saturday, March 22, 2008
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May I suggest a new definition...
User-based:
• Content • Context • Conversation
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And who’s out there doing this?
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Saturday, March 22, 2008
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Saturday, March 22, 2008
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Transparency = Trust Trust = Influence
Saturday, March 22, 2008
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New horizons in TRUST
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Trust Landscape
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(adapted from Edelmann)
‘Business’ has recovered from 2002 lowest trust point In the West, ‘Government’ is at a low point The developing world puts far more trust and faith in business than does the developed world Technology is the only globally trusted industry sector American companies face a lack of trust in Europe New attributes matter in building trust: Personalization Localization Developing reputation from the “inside-out” CEO is important but often not sufficient
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Developing nations trust advertising more
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The power of the mobile phone ...
The phone is the first truly
Personal Medium
The phone is a Communication and Creation tool that’s always with you
Saturday, March 22, 2008
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The power of the mobile phone
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Imagine 4 Billion people receiving customized, opted-in and 100% personalized PR feeds
Saturday, March 22, 2008
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Become a Super-
Node in those
online conversations that relate to your business
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Reduce Control to
Get more Share
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Facing the Knowledge challenge
Medical knowledge doubles every 6 years. Kids in school today will work in jobs that don’t even exist yet.
Start a Knowledge Bank
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