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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