21st century corporate communications
DESCRIPTION
Presentation I delivered at Fairfield University, Fairfield, CT. 9/24/12TRANSCRIPT
© 2009
Christopher Bishop
Senior Communications SpecialistIBM Global Financing
Corporate Communications
21st Century Perspective
Fairfield UniversitySeptember 24, 2012
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Socio-historical perspectiveStrategic communicationsNew models Role of social media
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The world is changing…rapidly
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…CRAZY?
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Automobile
Inte
rnet
Technology adoption continues to accelerate
0 25 50 100 125 15075Years
25
50
100TelephoneElectricity
Radio
Television
VCR
PC
Cellular% P
enet
ratio
n
Metaverse
YEARS
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Five historical cycles …
InventionInnovation
The Industrial Revolution
Age of Steam and Railways
Age of Steel, ElectricityHeavy Engineering
Age of Oil, Automobilesand Mass Production
Age of Information and Telecommunications
Frenzy SynergyDeployment
MaturityPanic1797
Depression1893
Crash1929
Dot.comCollapse
• Formation of Mfg. industry• Repeal of Corn Laws
opening trade• Joint stock companies • Industry exploits economies
of scale
Current period ofAdoption
• Separation of savings, investment banks
• FDIC, SEC• Build-out of Interstate
highways • IMF, World Bank, BIS
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3
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Source: “Technological Revolutions and Financial Capital”, Carlota Perez, 2002
Panic1847
1771
1829
1875
1908
1971
1873
1920
1974
1829
Crash
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What are we trying to achieve?
Objectives Key Messages
Segment audience
Determine tactics
Create calendar
What are the key messages that we want to communicate?
Who are the audiences by role, org, Geo?
How do they want to receive information?
How frequently do we want to touch them?
Approach: begin by defining objectives, identify messages, determine audiences, and then determine tactics and frequency
Increased awareness of IBM’s brand and portfolio
Brand valueRobust portfolioSolid
performanceThought leader
ClientsEmployeesSales teamsMedia InvestorsAnalystsShareholders
Multiple channels
Depends on audience
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A range of tactics for communication
1. Email
2. PowerPoint presentations
3. Intranet articles
4. Announcement memos
5. Newsletters
6. Topic/program specific speeches
7. Collateral/slicks/flyers
8. Press releases
9. Blogs
10. Wikis
11. Podcasts
12. Video
13. BlackBerry Bullets
14. Virtual world events
How do the various audience segments want to consume this information?
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21st century communication has evolved from a tops-down, one way interaction…to a conversation
2002 2012
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The people formerly known as *the audience* are participating
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Sources we trust have changed
Trusted sources of information according to US Consumers, 1997 and 2007Rated 1 (lowest) to 10 (highest)
Source: eMarketer Bridge Ratings and University of Massachusetts 2007
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Pop quiz
1. HTML 5
2. Eps
3. Hootsuite
4. Server log
5. Click-throughs
6. Style Guide
7. Cascading Style Sheets
8. InDesign
9. B roll
10. Particles
How many of these terms do you know?
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Internal communications
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External communications
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What is the value of social media?
Share expertise
Find expertise Self-promote Make
connections Collaborate Recommend Communicate
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Social marketing - Twitter
IBM announcements•Pre-announce TweetChat for IBM PureSystems
Events•Win More, Sell More-BP Webinar
IGF offerings•Blog post about IGF offering
Social marketing – across IBM
Potential additional audience based on 1Q Twitter followers = >141,000
IGF Social marketing: LinkedIn
Join our community
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Virtual worlds
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Prepare for success
Write well
Embrace technology, stay current
Be well-read: know what is going on in the world
Work with global teams – collaborate
Network
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http://twitter.com/chrisbishop
http://www.christopherbishop.net
SL: Christopher Express
THANKS!
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Selected Resources
Wired Magazine Edward Tufte Huffington Post BBC – Click Jacked Up-Bill Lane (Jack Welch’s speechwriter)