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Organizational Communication 2.0:The Age of Social Communication
Neville Hobson, ABCShel Holtz, ABCAllan Jenkins
IABC International ConferenceVancouver
June 4, 2006
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Organizational Communication 2.0 2
Today’s Agenda
The Social Media Ecosystem
Is It Really a Seismic Shift?
Challenges and Opportunities for Communicators
Conclusions and Wrap Up
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Organizational Communication 2.0 3
The Old World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
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Organizational Communication 2.0 4
The New World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
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Organizational Communication 2.0 5
The New World
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Organizational Communication 2.0 6
Disruptive Evolution
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Organizational Communication 2.0 7
Web 2.0
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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Organizational Communication 2.0 8
■ I want to have a say. ■ I don't want to do business
with idiots. ■ I want to know when
something is wrong, and what you're going to do to fix it.
■ I want to help shape things that I'll find useful.
■ I want to connect with others who are working on similar problems.
■ I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)
■ I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.
■ I want to know your selling process.
■ I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.
■ I want to do business with companies that act in a transparent and ethical manner.
■ I want to know what's next. We're in partnership…where should we go?
Christopher Carfi: www.socialcustomer.com
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Organizational Communication 2.0 9
The Thin Membrane
■ Employees are consumers■ Employees are influenced and have influence■ Employees want to have a say■ Employees don’t want to work for or with idiots■ The fine line between internal and external communication
is blurred
Let’s also think of “The Social Employee Manifesto”
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Organizational Communication 2.0 10
The Social Media Ecosystem
■ The new water cooler■ “Social software”■ Informal networks■ Conversational media■ Online diaries■ Personal expression
engines■ When you want,
where you want,on your terms
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Organizational Communication 2.0 11
The Social Media Ecosystem
■ Blogs■ Wikis■ RSS■ Podcasts■ Videocasts / Vlogs■ Moblogs■ MMS■ Internet telephony
Tools that facilitate:■ Communication■ Engagement■ Transparency■ Trust
Tool that are:■ Complementary to traditional
communication activities■ Used by organizations who
recognize the social characteristics of effective communication
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Organizational Communication 2.0 12
The Rise of Social Media
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Organizational Communication 2.0 13
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Organizational Communication 2.0 14
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Organizational Communication 2.0 15
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Organizational Communication 2.0 16
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Organizational Communication 2.0 17
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Organizational Communication 2.0 18
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Organizational Communication 2.0 21
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Organizational Communication 2.0 22
Building Community
■ Community: A group of people (online and/or face-to-face) who regularly interact around a shared purpose or interest and form relationships over time
■ Or more informally, a gathering of people with a shared interest or purpose who communicate, connect, and get to know each other better over time
(Nancy White: Full Circle Online Interaction Blog)
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Organizational Communication 2.0 23
Example: The Hobson & Holtz Report
■ Started January 2005■ First podcast in the
communication profession■ Co-hosts: Neville Hobson
(Amsterdam) and Shel Holtz (California)
■ 70-90 mins, twice weekly, Monday and Thursday, recorded via Skype
■ Global audience■ Building community
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Organizational Communication 2.0 24
It’s About Community
■ Involve listeners■ Listen to them■ Encourage
listeners■ Address their
needs■ Engage
Global distribution: FIR listeners 29/5/06http://www.frappr.com/fir
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Organizational Communication 2.0 25
It’s About Trust
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Organizational Communication 2.0 26
Communication Choices
Engage and Participate vs. Transmit
Advocate vs. Preach
Influence and Persuade vs. Command and Control
Informal and Conversational
vs. Formal and Instructive
Build Community vs. Tell Your Audience
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Organizational Communication 2.0 27
A Summary of Tomorrow
http://robinsloan.com/epic/
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Organizational Communication 2.0 28
Conversation…
■ Neville Hobson, ABCAmsterdam, Netherlandswww.nevillehobson.com
■ Shel Holtz, ABCConcord, CA, USAblog.holtz.com
■ Allan JenkinsCopenhagen, Denmarkwww.desirableroastedcoffee.com
Copyright in this document is protected under a Creative Commons Attribution-NonCommercial-NoDerivs license. No commercial use, no changes. But feel free to share it, post it, print it, or copy it. Details: http://creativecommons.org/licenses/by-nc-nd/2.5/.Original cartoon by Hugh MacLeod, Gaping Void (gapingvoid.com). Used with permission.