media trust for managers
DESCRIPTION
Presentation for Charity CEOs and managers for the Media Trust and ICT HubTRANSCRIPT
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managing web 2.0 :: ict hub seminars 2006/7managing web 2.0 :: ict hub seminars 2006/7
managing Web 2.0
March 2007
a story in four acts
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act One
the changing world
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the times they are a changin’
…markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.www.cluetrain.org
non-profits
non-profitsnon-profits
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the changing Internet
a NASA weather map lunch with a VC a poem
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the changing ‘audience’
active networked passionate articulate expectations ideas
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the changing ‘media’
diffuse real-time personal mobile citizens
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the changing art of ‘marketing’
crm permission cause niche social one-to-one
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intermission
The Tahoe wwjd
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intermission
imagine
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act Two
the Live Web
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the Live Web
from websites… to streams from content… to stories from audiences… to partners from niches… to people from pr… to content relationships from marketing… to conversations and... from reaching… to joining your market
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the key media & technologies
blogs podcasts social networking spaces video/photos/music tags feeds
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the key themes
content relationships content architecture open source content voice
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the key drivers
the new 3 P’s passion personality purpose
conversation
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intermission
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intermission
imagine
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act Three
the bottom line
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sticks…
You’ll always find me in the kitchen at parties the conversation continues new relationships start new memes fly talked about and talked with
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… and carrots
relationships ‘brand advocates’ insight and intelligence just in time cost
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in the commercial world
campaigns Howard Dean and a vision
Fundraising the Savoy Tailor
communications Google and Microsoft
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managing web 2.0 :: ict hub seminars 2006/7managing web 2.0 :: ict hub seminars 2006/7
in the real world
campaigns Greenpeace and blogs plural
fundraising chez pim and the power of crowds
communications Nick and duck and cover
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managing web 2.0 :: ict hub seminars 2006/7managing web 2.0 :: ict hub seminars 2006/7
intermission
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managing web 2.0 :: ict hub seminars 2006/7managing web 2.0 :: ict hub seminars 2006/7
intermission
imagine
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act Four
but what about..?
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but what about…
stakeholders conversations criticism
staff messages management
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turn it around
stakeholders partners issue advocates networkers
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turn it around
staff everyone’s job team-building creative thinking voice
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the new crm
Conversations embedding the Live Web in marcomms
and strategy Relationships
criticisms and commentary Management
resources, time and space
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a live organisation
devolved communications devolved ‘ownership’ open source network effect flexible
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the roadmap
voice audit partnerships audit open source vision training resourcing embedding and developing
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coda
the fud problem
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the real problem
Fear Uncertainty Doubt
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The Endfar from