thought leadership and wisdom london
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Wisdom London and Thought Leadership: Our approachTRANSCRIPT
Our approach to Thought Leadership
March 2010
Thought Leadership is at the heart of what Wisdom London does
Thought Leadership is a blend of ideas, knowledge, wisdom and interpretation
It’s attached to a person or people – it’s a human activity, aimed at stimulating human interactions
Thought Leadership is an invitation for discussion…which ultimately provides an opportunity to get to know your client or audience – and connect better - through meaningful communication
Here's what we have to say about authentic thought leadership
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We now have multiple, interconnecting channels available to us for sharing thought leadership
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Thought Leadership
PR and press
Report-back
session Events
Web
Social Media
Video
Digital and
Online
Traditional media
Face to face
Here’s what we have to say about authentic thought leadership:
Wisdom London blog post, March 2010
Kate Spiers
Thought Leadership is a pretty well-used phrase these days and I fear its true meaning may be getting a little lost. Content alone does not equal thought leadership and many businesses would do well to remind themselves of what makes their content genuinely thought-leading.
I'm a big believer in the power of well-conceived and brilliantly orchestrated thought leadership. For the corporate world especially, it's an excellent way of sharing collective wisdom, making superstars of subject matter experts, and wrapping value and credibility around a brand. But it's no easy task.
For an organisation to maintain a coherent message and gather momentum in the thought leadership stakes, they need a plan. What they want to say, when, by whom and how. And that should, of course, reflect the genuine wants, needs and interests of their target audience. That's not to say organisations should play lip-service.
Thought leadership should inform but also provoke and encourage debate. It's fine to ask questions, even if you can't give a definitive answer to them yet - the potential for dialogue is key. Great thought leadership inspires, generates ideas and develops a concept further.
Thought Leadership v. Content
Thought Leadership IS:
A blend of knowledge, wisdom, ideas and interpretation
A different take on a subject - suggests new perspectives
An invitation for discussion
Attached to a person or people - it's a human activity, not a 'corporate' one
Being curious, thought provoking and considered
Accessible, agile and current
Thought Leadership IS NOT:
...necessarily directed from the top
Un-synthesised facts and figures
A one-way street: it's a basis for discussion and sharing
A sales pitch, disguised thinly or otherwise
Once you've got something thought-leading to say, make sure you say it!
Make the most of the channels available - thought leadership can and does exist on micro-blogging platforms as well as on the speaker podium and in print. Share the best of your thought-leading ideas with your clients by bringing them together in a roundtable debate. Integrate it in your media relations planning. Make sure you have passionate and articulate thought leaders ready and willing to enter into the debate.
Take your wisdom to a new level by applying about some thought leadership rigour - the business world will be a richer place for it.
What we do: Thought Leadership
Knowledge + Ideas = Content
Knowledge + Ideas + Direction + Connection= Thought Leadership
We love thought leadership because, well-planned and executed, it can be incredibly powerful.
To get it right, it demands (and we deliver):
Planning: Editorial planning, linked to campaigns, themes and business objectives; Identifying the right topics, messages and hooks
Execution: Project management from concept to finished product
Diffusion: To the right audiences, through the most effective channels (microsites and ebooks, social media, PR, print, events)
Measurement: Did it reach your desired audience? Has it informed opinions, sparked debate, created an opportunity for commercial discussion?
How we do it
Explore: We ask, find out, research and benchmark to build a picture of what your thought leadership footprint is, and what it can be or should be
Assess: We consider how to use what you have and identify where there are gaps; We suggest routes, concepts and approaches and coach thought leaders where necessary
Consolidate: We bring your thought leadership together on one communications map, identifying the best channels for diffusion, linking them up and putting metrics in place
Explore
• As-is situation • Aspiration
Assess
• Tools • Routes
Consolidate
• Channels • Metrics
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Our digital and online partners
We blend our communications, thought leadership and social media know-how with the digital expertise of our online partners to provide differentiated online communications and innovative channels for your thought leadership:
Social media strategy and engagement
Microsites, e-newsletters
Animation
Online and embedded video content
We help you use technology the smart way for effective online communications.
Wisdom London’s Thought Leadership track record:
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Quarterly journal Capgemini Telecom, Media and Entertainment insights journal: - Editorial planning - Project management -PR -Video production
Advisory Board Capgemini Telecom and Media Advisory Board: - Concept and framework - Identification of, and securing of 30 CEO-level members - Annual content-based event -Subsequent PR and content output -Video
Website: http://bit.ly/9SruUa
Survey Report Launch Olswang Annual Convergence report: - Headline and hook identification, using raw data - Launch event for 150 people - Content leverage, post-launch
Social Media Wisdom London social media channels: - Industry blog - Twitter: Real time and scheduled - LinkedIn group and discussions
Blog Twitter LinkedIn Group
