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Australia

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by

Brian Kenny

on 4 March 2014

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Transcript of Australia

Now trending . . .
Community exp
Anti-globalism
Return to small
Inspirational
Intelligent
Empathetic
Personality
More knowledge
Better insights
A little creepy
BIG Data
Humanality
Flawsomeness
Youtility
Intermediation
Customized
Single serving
Emotive
Engaging
Connectable
Transparent
Authentic
Resonant
"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?
Brian Kenny
UBER-Forces
Driving Change
Value-added
Shared insights
Good will
W
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
Highlights
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
Roger Parry
Ascent of Media
POLITICS
Inertia
Disaffected youth
Ascendancy of women
ECONOMICS
Digital migration
Who owns the IP?
New revenue models
TECHNOLOGY
Cloud computing
TV/Web convergence
Mobile migration
Inclusive
24x7x365
Consumer shift
GLOBALIZATION
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
Meification
Tribalism
THANK YOU!
STORYTELLERS
PR = combination of social science and communications
HAROLD BURSON
"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.
May 2012
Marketing
COMMUNICATIONS
". . . advocacy is shaped not by what we can control but by how well we participate, listen and respond."
- Alan Marks, CCO, eBay
Integrator
Systems Designer
Data Analyst
Publisher
Sociologist
Culturalist
THE NEW CCO
What does it mean
for YOU?
Share your knowledge
Close the communications gap
Help close the deal
Become a partner
Build internal networks
Join external networks
Build your brand
Get social
Flexibility
Ambiguity
Innovation
Embrace change
Australia Social Media
Nick D'Aloisio
* The Working Paper Series, Balmer, Greyser, Urde. Bradford University, 2007
Full transcript