take courage: listen, don't talk

20
AKE COURAGE 2 BY NEVILLE HOBSON 1 Listen, Don’t Talk Take Courage (2) Neville Hobson +44 7577 997 222 [email protected] www.nevillehobson.eu @jangles July 2013

Upload: neville-hobson

Post on 12-Jan-2015

1.196 views

Category:

Business


2 download

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

Page 1: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 1

Listen, Don’t TalkTake Courage (2)

Neville Hobson

+44 7577 997 222

[email protected]

www.nevillehobson.eu

@jangles

July 2013

Page 2: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 2

YodaJedi Master

Page 3: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 3

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

Page 4: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 4

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Page 5: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 5

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

Page 6: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 6

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

Page 7: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 7

Always

Make

New

Mistakes

Esther DysonCatalyst

of Start-ups

Page 8: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 8

What Can You Do?RightNow?

Page 9: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 9

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

Page 10: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 10

http://www.briansolis.com/2013/04/qa-why-the-future-of-business-is-shared-experiences/

Page 11: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 11

Understand Who To Pay Attention To

• Identify influencers and influencees

Page 12: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 12

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?

Page 13: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 13

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/

Page 14: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 14

http://gapingvoid.com/

Page 15: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 15

The Two Most Valuable Commodities

1.Reputation

2.Trust

Page 16: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 16

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

Page 17: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 17

• 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

Page 18: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 18

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

Page 19: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 19

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

Page 20: Take Courage: Listen, Don't Talk

TAKE COURAGE 2 BY NEVILLE HOBSON 20

Listen, Don’t TalkTake Courage (2)

Neville Hobson

+44 7577 997 222

[email protected]

www.nevillehobson.eu

@jangles

July 2013