1. 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

2. 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

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

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

5. Organizational Communication 2.05 The New World

6. Organizational Communication 2.06 Disruptive Evolution

7. Organizational Communication 2.07 Web 2.0 http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

8. 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: www.socialcustomer.comwww.socialcustomer.com

9. 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”

10. Organizational Communication 2.010 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

11. Organizational Communication 2.011 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

12. Organizational Communication 2.012 The Rise of Social Media

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22. Organizational Communication 2.022 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)

23. Organizational Communication 2.023 Example: The Hobson & Holtz Report ■ Started January 2005 ■ First podcast in the communication profession ■ Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) ■ 70-90 mins, twice weekly, Monday and Thursday, recorded via Skype ■ Global audience ■ Building community

24. Organizational Communication 2.024 It’s About Community ■ Involve listeners ■ Listen to them ■ Encourage listeners ■ Address their needs ■ Engage Global distribution: FIR listeners 29/5/06 http://www.frappr.com/fir

25. Organizational Communication 2.025 It’s About Trust

26. Organizational Communication 2.026 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

27. Organizational Communication 2.027 A Summary of Tomorrow http://robinsloan.com/epic/

28. Organizational Communication 2.028 Conversation… ■ Neville Hobson, ABC Amsterdam, Netherlands www.nevillehobson.com www.nevillehobson.com ■ Shel Holtz, ABC Concord, CA, USA blog.holtz.com blog.holtz.com ■ Allan Jenkins Copenhagen, Denmark www.desirableroastedcoffee.com www.desirableroastedcoffee.com 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: http://creativecommons.org/licenses/by-nc-nd/2.5/.http://creativecommons.org/licenses/by-nc-nd/2.5/ Original cartoon by Hugh MacLeod, Gaping Void (gapingvoid.com). Used with permission.gapingvoid.com