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Radical Futures for Social PR & Communications

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will mcinnes
will mcinnes

My talk on some of three important trends - Participation, Realtime and Communities - affecting PR and Communications in the age of the social web.

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Radical futures Will McInnes @willmcinnes NixonMcInnes Social business pioneers Page 1 | Social Business Pioneers
Page 2 | Social Business Pioneers
Page 3 | Social Business Pioneers Photo by James Whatley - http://www.flickr.com/photos/whatleydude/6398892403/
Page 4 | Social Business Pioneers
Page 5 | Social Business Pioneers By NASA. Photo taken by either Harrison Schmitt or Ron Evans (of the Apollo 17 crew), via Wikimedia Commons
Participation Page 6 | Social Business Pioneers
Page 7 | Social Business Pioneers
Page 8 | Social Business Pioneers
Page 9 | Social Business Pioneers
“More than 50% of our product initiatives involve significant collaboration with innovators outside of P&G” – Bruce Brown, CTO, P&G Page 10 | Social Business Pioneers
Legal Client Brand/ PR advertising Digital Insight Engagement SMS “hyperlinks subvert hierarchy” HR Business teams – cluetrain manifesto, 1999 Nixon Customer Internal Other McInnes service comms Agency Page 11 | Social Business Pioneers
• How will our next campaign reward dialogue? • How can we draw on the power of collective action? • How can we „upgrade‟ consumers into participants? Page 12 | Social Business Pioneers
Realtime Page 13 | Social Business Pioneers
“FENTON!” Page 14 | Social Business Pioneers
Page 15 | Social Business Pioneers
Page 16 | Social Business Pioneers
COMMAND OF NOW “Speed kills truth” – Chris Lewis Page 17 | Social Business Pioneers
Page 18 | Social Business Pioneers
Page 19 | Social Business Pioneers
• What stops us moving at realtime? • How do we stay on top of what‟s happening as well as doing the day job? • Have we stress-tested our crisis plan? Page 20 | Social Business Pioneers
Communities Page 21 | Social Business Pioneers
“The future belongs to crowds” – Don Delilo Page 22 | Social Business Pioneers
$1.25 bnish Page 23 | Social Business Pioneers
Page 24 | Social Business Pioneers
Page 25 | Social Business Pioneers
Page 26 | Social Business Pioneers
Trusted spokespeople Page 27 | Social Business Pioneers
Page 28 | Social Business Pioneers
Page 29 | Social Business Pioneers
• Which are the major independent communities for us? • Honestly, how well do we know them and their key members? • Have we evolved our roster of official spokespeople? Page 30 | Social Business Pioneers
• Share of voice • Word of mouth • Resilience in hard times • Healthier reputation Page 31 | Social Business Pioneers
Say hello @willmcinnes will.mcinnes@nixonmcinnes.co.uk Currently co-creating a book on this for publication in 2012 Page 32 | Social Business Pioneers

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Radical Futures for Social PR & Communications

  • 1. Radical futures Will McInnes @willmcinnes NixonMcInnes Social business pioneers Page 1 | Social Business Pioneers
  • 2. Page 2 | Social Business Pioneers
  • 3. Page 3 | Social Business Pioneers Photo by James Whatley - http://www.flickr.com/photos/whatleydude/6398892403/
  • 4. Page 4 | Social Business Pioneers
  • 5. Page 5 | Social Business Pioneers By NASA. Photo taken by either Harrison Schmitt or Ron Evans (of the Apollo 17 crew), via Wikimedia Commons
  • 6. Participation Page 6 | Social Business Pioneers
  • 7. Page 7 | Social Business Pioneers
  • 8. Page 8 | Social Business Pioneers
  • 9. Page 9 | Social Business Pioneers
  • 10. “More than 50% of our product initiatives involve significant collaboration with innovators outside of P&G” – Bruce Brown, CTO, P&G Page 10 | Social Business Pioneers
  • 11. Legal Client Brand/ PR advertising Digital Insight Engagement SMS “hyperlinks subvert hierarchy” HR Business teams – cluetrain manifesto, 1999 Nixon Customer Internal Other McInnes service comms Agency Page 11 | Social Business Pioneers
  • 12. • How will our next campaign reward dialogue? • How can we draw on the power of collective action? • How can we „upgrade‟ consumers into participants? Page 12 | Social Business Pioneers
  • 13. Realtime Page 13 | Social Business Pioneers
  • 14. “FENTON!” Page 14 | Social Business Pioneers
  • 15. Page 15 | Social Business Pioneers
  • 16. Page 16 | Social Business Pioneers
  • 17. COMMAND OF NOW “Speed kills truth” – Chris Lewis Page 17 | Social Business Pioneers
  • 18. Page 18 | Social Business Pioneers
  • 19. Page 19 | Social Business Pioneers
  • 20. • What stops us moving at realtime? • How do we stay on top of what‟s happening as well as doing the day job? • Have we stress-tested our crisis plan? Page 20 | Social Business Pioneers
  • 21. Communities Page 21 | Social Business Pioneers
  • 22. “The future belongs to crowds” – Don Delilo Page 22 | Social Business Pioneers
  • 23. $1.25 bnish Page 23 | Social Business Pioneers
  • 24. Page 24 | Social Business Pioneers
  • 25. Page 25 | Social Business Pioneers
  • 26. Page 26 | Social Business Pioneers
  • 27. Trusted spokespeople Page 27 | Social Business Pioneers
  • 28. Page 28 | Social Business Pioneers
  • 29. Page 29 | Social Business Pioneers
  • 30. • Which are the major independent communities for us? • Honestly, how well do we know them and their key members? • Have we evolved our roster of official spokespeople? Page 30 | Social Business Pioneers
  • 31. • Share of voice • Word of mouth • Resilience in hard times • Healthier reputation Page 31 | Social Business Pioneers
  • 32. Say hello @willmcinnes will.mcinnes@nixonmcinnes.co.uk Currently co-creating a book on this for publication in 2012 Page 32 | Social Business Pioneers

Notes de l'éditeur

  1. These are the people we work with today – doing all of the good stuff you’d expect: helping them to develop strong relationships with communities online, and in doing so enhancing reputation and increasing visibility and relevance. Simples/.
  2. But we have to think about the Future. If we don’t think about the future, then really we’re not thinking about the NOW. As futurist Alvin Toffler put it: “The future arrives too soon and in the wrong order” –
  3. Crazy times.
  4. The world is so radically changing. In politics, in business, in nature, in technology, in behaviour, in globalisation, in the economy, in society.
  5. http://www.youtube.com/watch?feature=player_embedded&v=ive3vXv-XRkOLD SPICE RESPONSES objective: revitalise ‘old’ brand perception and generate new generation of customers Personal response videos from iconic figure – the old spice guy- by pulling in real time q’s from FB, twitter and redditOver 6 million views, old spice guy becomes cultural phenomenon- attracting new generation of fans and reviving brand.
  6. http://www.flickr.com/photos/worldeconomicforum/3488061345/sizes/l/
  7. “95% of the time, the solver wouldn’t have been hired by the sponsor” – Alph Bingham, Innocentive.
  8. nixonmcinnes.co.uk@nixonmcinnesRoss’ contact detail: ross.breadmore@nixonmcinnes.co.uk / 01273 764 024
  9. http://www.flickr.com/photos/nigelfj/4128313901/sizes/z/in/photostream/
  10. nixonmcinnes.co.uk@nixonmcinnesRoss’ contact detail: ross.breadmore@nixonmcinnes.co.uk / 01273 764 024
  11. nixonmcinnes.co.uk@nixonmcinnesRoss’ contact detail: ross.breadmore@nixonmcinnes.co.uk / 01273 764 024
  12. Describing the trend towards HappinessGNP seems like a ridiculous sledge-hammer measure of humanity’s progress – yet it is the measure of policySarkozy and Cameron are talking about National Happiness as new modelMappiness app, People’s Republic of Bhutan, Happy balls, time we spend at work and regrets of dying as examples
  13. nixonmcinnes.co.uk@nixonmcinnesRoss’ contact detail: ross.breadmore@nixonmcinnes.co.uk / 01273 764 024