take courage: listen, don't talk
DESCRIPTION
Increasingly, my conversations with companies about social business are focusing on the steps communicators must take to encourage mindset shifts and behaviour changes within their organizations. Those steps require courage and perseverance. This deck focuses on listening - a courageous step when the pressure to talk instead seems overwhelming.TRANSCRIPT
TAKE COURAGE 2 BY NEVILLE HOBSON 1
Listen, Don’t TalkTake Courage (2)
Neville Hobson
+44 7577 997 222
www.nevillehobson.eu
@jangles
July 2013
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YodaJedi Master
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Becoming A Social BusinessIs…
• About Peoplewhat they do with technology tools
• About Changeconnecting with changes in society, technology, the marketplace, the workplace
• About Calculating Riskto enable people to confidently engage in the new landscape
• Disruptivechallenging established orders, hierarchies and cultures
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http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
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Five Trends That Matter To Us
1. Search is most often the place first impressions are formed
2. Media is no longer “offline and online”: it is now just “media”
3. Consumers like to do three things:1. Share ideas
2. Share product knowledge
3. Share solutions
4. Issues (and opportunities) can be discovered and addressed weeks / days / hours before they become public
5. Listening / monitoring / measuring is key
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Major Challenges
1. Understanding audience desires, needs, and intents
2. Selecting the tools and channels preferred by our audiences
3. Being trusted participants in our audiences’ peer groups
4. Integrating social and traditional
5. Embracing open/sharing ideals – rewards are not only financial
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Always
Make
New
Mistakes
Esther DysonCatalyst
of Start-ups
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What Can You Do?RightNow?
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Calculate Risk
1. Recognize and understand change− Society− Behaviours− Your landscape
2. Take the lead to eliminate FUD
3. Know who your advocates and detractors are
4. Listen
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http://www.briansolis.com/2013/04/qa-why-the-future-of-business-is-shared-experiences/
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Understand Who To Pay Attention To
• Identify influencers and influencees
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Considerations
• What to pay attention to– Pinpointing conversation trends: are there recurring or key topics
being talked about?
• Who to pay attention to– Determining influence level of those talking: who’s listening to
them?
• What to do about it– Engage? How and when?– With what measurable goal?
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Who Are ‘Influencers’?Influencers: people who –– get involved with their
communities, political movements, charities, etc
– have large online social networks
– are looked up to and are trusted by others
– have multiple and diverse interests
– tend to be early adopters (or leavers) in markets
http://klout.com/
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The Two Most Valuable Commodities
1.Reputation
2.Trust
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It’s Not about Talking, It’s about Listening
• Listening to who’s saying what, who they’re sharing it with and where they’re saying/sharing it
• Applying what we hear to our beliefs and pre-conceptions
Then:
1. Building our brand’s narrative
2. Telling and sharing our stories• Directly and with our
influencers
3. Being discovered by the ‘right media’
• Mainstream and social
4. Participating in and influencing the online conversation
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• What the top relevant issues are that matter to our target community
• Where our community members live online
• How we can add value for our community
• When we should engage the community
• Why people are passionate on certain topics
• Who is driving share of voice for our brand
What We Learn By Listening
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What We Learn By Listening
It’s about knowing… Where the conversations are happening
What our share is of those conversations
What are the conversations that we could / should be in
Who are the key influencers who can help build our brand
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Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen.
Winston ChurchillA leaderwith courage
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Listen, Don’t TalkTake Courage (2)
Neville Hobson
+44 7577 997 222
www.nevillehobson.eu
@jangles
July 2013