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Transcript of Australia
Return to small
A little creepy
"A Sunday edition of the NY Times contains more information than the average 19th century citizen consumed in a lifetime."
Arthur Page Society 2013
Where to Next?
hat does it all mean?
It's a social world
What's changing and why?
What does it mean for Marketing and Communications?
Changing role of the CCO
Balancing heritage and innovation
Famously Bad Predictions
"The multitude of books is making us ignorant."
"The device is inherently of no value to us."
Western Union on the telephone, 1876.
"We don't like their sound, and guitar music is on the way out."
Decca Recording Co. rejecting the Beatles, 1962.
"It is becoming apparent that a seemingly innocuous computer glitch could wreak worldwide havoc."
Senator Daniel Patrick Moynihan, 1999
French philosopher Voltaire
Ascent of Media
Ascendancy of women
Who owns the IP?
New revenue models
According to Nielsen in 2012 . . .
47% of global consumers trust paid media (down 20%)
92% trust earned (word of mouth) media
Online consumer reviews are 2nd most trusted source
29% in BRIC feel brand loyalty is important
Jay Baer, The Now Revolution
PR = combination of social science and communications
"Authenticity will be the coin of the realm for successful corporations and for those who lead them." - The Authentic Enterprise, 2007
Primary objectives of Chief Comm Officer
The definition and activation of corporate character.
The building of advocacy at scale.
". . . advocacy is shaped not by what we can control but by how well we participate, listen and respond."
- Alan Marks, CCO, eBay
THE NEW CCO
What does it mean
Share your knowledge
Close the communications gap
Help close the deal
Become a partner
Build internal networks
Join external networks
Build your brand
Australia Social Media
* The Working Paper Series, Balmer, Greyser, Urde. Bradford University, 2007