1 Organizational Communication 2.0: The Age of Social Communication Neville Hobson, ABC Shel Holtz, ABC Allan Jenkins IABC International Conference Vancouver June 4, 2006

Organizational Communication 2.02 Today’s Agenda The Social Media Ecosystem Is It Really a Seismic Shift? Challenges and Opportunities for Communicators Conclusions and Wrap Up

Organizational Communication 2.03 The Old World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

Organizational Communication 2.04 The New World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

Organizational Communication 2.05 The New World

Organizational Communication 2.06 Disruptive Evolution

Organizational Communication 2.07 Web 2.0

Organizational Communication 2.08 ■ 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:

Organizational Communication 2.09 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”

Organizational Communication 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

Organizational Communication 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

Organizational Communication The Rise of Social Media

Organizational Communication 2.013

Organizational Communication 2.014

Organizational Communication 2.015

Organizational Communication 2.016

Organizational Communication 2.017

Organizational Communication 2.018

Organizational Communication 2.019

Organizational Communication 2.020

Organizational Communication 2.021

Organizational Communication 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)

Organizational Communication Example: The Hobson & Holtz Report ■ Started January 2005 ■ First podcast in the communication profession ■ Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) ■ mins, twice weekly, Monday and Thursday, recorded via Skype ■ Global audience ■ Building community

Organizational Communication It’s About Community ■ Involve listeners ■ Listen to them ■ Encourage listeners ■ Address their needs ■ Engage Global distribution: FIR listeners 29/5/06

Organizational Communication It’s About Trust

Organizational Communication Communication Choices Engage and Participatevs.Transmit Advocatevs.Preach Influence and Persuadevs.Command and Control Informal and Conversational vs.Formal and Instructive Build Communityvs.Tell Your Audience

Organizational Communication A Summary of Tomorrow

Organizational Communication Conversation… ■ Neville Hobson, ABC Amsterdam, Netherlands ■ Shel Holtz, ABC Concord, CA, USA blog.holtz.com blog.holtz.com ■ Allan Jenkins Copenhagen, Denmark 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: Original cartoon by Hugh MacLeod, Gaping Void (gapingvoid.com). Used with permission.gapingvoid.com