diluted, but is thought leadership dead, dying or dynamic?
TRANSCRIPT
THOUGHT LEADERSHIP DISRUPTED
‘Diluted, but is thought leadership dead, dying or dynamic?’
Hill+Knowlton Strategies
2
Thought leadership diluted
3
The landscape
Knowledge businesses
Big picture positioning
Disrupters
4
Thought leadership today
Knowledgebusinesses
• Strategic and tactical• Brand and sales return• Rooted in core service proposition• Immediacy vs dilution
Examples: McKinsey | E&Y | IT industry | Professional Services
5
Thought leadership today
Big picture positioning
• Ingredient in a bigger campaign• Strategic purpose• Linked to societal challenge• Brand return• Rooted in core service
Examples: Shell Energy Scenarios | IBM Smarter Planet | GE Ecomagination
6
Thought leadership today
Disrupters
• Actions louder than words• We learn in their slipstream• Will they change as they mature?
Examples: Uber | Tesla | Airbnb | Amazon
7
Thought leadership today
• Strategic and tactical• Brand and sales return• Rooted in core service
proposition• Immediacy vs dilution
Examples: McKinsey | E&Y | IT industry
• Ingredient in a bigger campaign
• Strategic purpose• Linked to societal challenge• Brand return• Rooted in core service
Examples: Shell Energy Scenarios | IBM Smarter Planet | IO
• Action over words• Learn from their slipstream• Will they change as they
mature?
Examples: Uber | AirBnB | Amazon
Knowledge businesses Big picture positioning Disrupters
8
The opportunity
Increased Desire
Flexible Strategy
High Rewards63% of executives have increased their levels of thought leadership consumption in the last 12 months
Having consumed engaging thought leadership, 76 % of executives are influenced in their purchasing decisions; 67% would advocate for that organisation externally; and 83% would consider the organisation as a business partner
Thought leadership is used for a range of goals including: brand differentiation (47%); recognition of company or individuals (42%); right through to paving the way for a change of direction or new market entry (20%)
9
The new rule book
Raising the bar on content
Management Discipline
Presentation, Delivery and Distribution
Marketers need to rebalance and professionalise their approach
10
The new rule bookCredible
Relevant
Innovative
Transformative
Impactful
Compelling
Accessible
Raising the bar on content
Why are we doing this?Find the critical concept
Credible
Impactful
Transformative
Compelling
Accessible
Lasting
Relevant
Innovative
CRITICAL
11
The new rule book
The Management Imperative
1. Set the strategic context2. Process for developing thought
leadership concepts3. Protocol for internal alignment and
collaboration4. Planning and delivery system to include
an editorial board5. Clear policy on employee amplification6. Method of evaluating ROI, sentiment
and tactical effectiveness
Management Discipline
12
The new rule book
7 Trends to watch in executive thought leadership
1. ‘Globalisation’ debate2. Cause fatigue3. Big data4. Return of long form content5. Visual storytelling6. Virtual reality7. New platforms
Presentation, Delivery and Distribution
13
The new rule book
Raising the bar on content
Management discipline
Presentation, delivery and distribution
Marketers need to rebalance and professionalise their approach
14
Let’s continue the conversation…