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Digital Convergence @wisdomsingh #in6minute #supersunday

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Page 1: Digital Convergence Marketing Public Relations

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Digital Convergence@wisdomsingh

#in6minute

#supersunday

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Stephen Davies | http://stedavies.com | @stedavies | [email protected] | +44 (0) 790 4444 229

CORPORATE

A DYING FAD?! 

BLOGGING:

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 Before we start, let‟s meet Blog

circa 2004/5

h hi diff d di i

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Fresh, hip, different and disruptive.Blog was the new kid in town and he

 was shaking things up.

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Source: http://bit.ly/5NVxrK

“... they're simply 

the most explosiveoutbreak in theinformation world

since the Internetitself. And they'regoing to shake up

 just about every 

 business --including yours.” 

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” 

Eventually, most

businesses will useblogs to communicate

with customers,

suppliers, andemployees, because

it's two-way and

more satisfying.Bill Gates, 2004

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SHINY

OBJECT

SYNDROME A very common condition among us geeks

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The Shiny ObjectSyndrome got worse

however, and we

soon began to seepeople spelling the

end of PR as we know

it...

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Why was

there suchan anti-PR

revolution?

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1. Immediate2. Genuine

3. Simple

4. Inexpensive

5. Two-way 

In truth, however, the benefits of corporate blogging

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p gg g

were probably seen through rose tinted glasses

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1.  Little traffic

2. Time requirements

3. Difficult to be conversational

4. No ending date. When do you stop?

5. Concerns over employee „superstars‟ 

6. Legal department has hangups

7. Hard to measure success

Source: Jeremiah Owyang

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  We have had an influx of more

Shiny Objects at our disposal

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Death reared its ugly

head again, but this

time it wasn’tblogging that was

going to kill PR...

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 Let‟s meet Blog in present day  

You could liken today‟s perception of

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 You could liken today s perception of a blog to that of someone in their

senior years. Insightful and oftenknowledgeable but not very cool

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 Is this really the case?

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15.5% of Fortune 500

companiesuse corporate

 blogs

Source: Socialtext 

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Corporate blogging is very low among multinationals

But some companies are using blogs to good effect

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THE 

CEO 

BLOG

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Chairman & CEO, Bill

Marriott

Blogging around three years

Dictates into a recorder and

a staff member transcribes

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“Marriott has made more than $5

million in bookings from people who

clicked through to the reservationpage from Marriott's blog.” 

Marriott Head of Communications, Kathleen Matthews

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o The means to reach out to customers and

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o The means to reach out to customers andemployers with an authentic expression of 

grief 

o The ability to react almost instantly 

o The opportunity for its customers to offertheir own thoughts or the tragedy 

o The ability for Bill Marriott to assumeleadership during the crisis

Ref: Shel Holtz

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“Part of the job

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a t o t e jobof a CEO is toexplain your

mission andactions to thepublic. Why  wouldn‟t youuse one of thegreatestcommunicatio

n tools thatexists (a blog)to do that?” 

Jonathan Schwartz Tactical

Transparency

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THE

CSR

BLOG

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THE 

GROUP

BLOG

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 Looking in

to thefuture

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