eCommunications for global organisations

We’d like to invite you to check out a show we are working on called Brussels Sprouts (so far). The show below is a trial run, so if you have a few minutes to spear, have a look and tell us what you think, so we can make the next one better.

I am hosting it with Helen Dunnett (@hdunnett) The idea behind each show is to focus on emerging trends and topics online with a special focus on Brussels. This is the first show (the Beta Version Zero Pilot Show) so they are open to suggestions to make it better next time, but they decided that the best way to get this show on the road was to…get the show on the road….

Last year, I introduce the eBook ‘Your Online Journey Starts here’ at an event in Brussels, with Toyota, Microsoft and VCE (Volvo Construction Equipment) who shared their own experience with online communication.

We have captured a summary of my presentation which gives an overview of some of the key topics of the ebook.  It is intended as a simple introduction to how the internet is changing communication for global communicators, and what they can do about it.  To find out more check the video (below) or download the ebook (below).

Apologies for the poor sound quality!

(This is a cross-post from Steffen’s blog)

Four words I’ve ruthlessly hijacked from a pamphlet I read this week. Four words which neatly explain a significant part of why the way in which organisations operate and communicate is so drastically different now compared to just a few years ago.

How? Power, influence and impact are not necessarily derived from how far up the proverbial food chain you are, but increasingly by how good your network is. The two are often aligned, but often not; someone can build and influence a network without having climbed too far up the traditional ladder. Meaning that the blogger who builds up a huge readership can be as relevant as a mainstream publication; or that the smart lowly employee who engages with the right people online can have as much of an impact on perceptions of his employer as the CEO.

What does this mean for organisations? It’s both a threat and an opportunity. A threat in that it’s harder to keep control if everyone has a megaphone. At the same time, it’s a stunning opportunity. An organisation’s combined talents are far more likely to be shared and harnessed in a world of networks; while an individual’s talent is far more likely to be exposed. Result? Potentially, a more creative, innovative and ultimately successful organisation.

And for the people tasked with communicating on behalf of organisations? Gone are the days of rigid messaging and press conferences. Added to the mix is harnessing the best of what the internal networks have to offer by handing them the mic. Don’t just use your CEO or Comms Director to represent you: use the intern, the engineer, or (even better) the guy who doesn’t actually work for you but loves what you do. Whoever has the best story to tell, frankly. But for communicators, networks go much farther than that. Whatever your sector or issue is, there’ll be a network of people engaging about it online in some way, and you’ll need to make sure you’re listening to what they’re saying and responding to it. That’s how you keep on the ball and avoid communicating in a void; and it’s how you try to make sure you’re engaging with the people who matter even if they’re not in the higher echelons of some hierarchy.

(This is a cross-post from Steffen’s blog)

If there’s an issue that’s impacting your organisation around which you want to orchestrate a shift in opinion or behavioural change amongst a set of people large or small, it’s not enough to do the right thing and explain it effectively. Two factors play a part here:

1. People don’t trust you. Trust in pretty much every sort of organisation is at rock bottom and falling, so people will need to hear it from others to buy into what you do and say.

2. With regards to the web in particular, search. You can’t push your content, people will find what they want; such is the nature of the web – meaning that it’s quite likely that they’ll pick another site out of the thousands that show up in Google.

So what do you do about it? Beyond doing and saying “the right thing” (not so easy in itself) and a solid media relations set-up, you’ll need to become ubiquitous online. What does that mean? That your web tentacles reach far beyond your own web presence. Others communicating around your issue should be talking about you so that when people are on the aforementioned ‘other’ site on your issue that they’ve found on Google, you’re present too.

How do you make it happen? You’ll need to know who all the other players are on your issue and communicate with them in mind rather than hollering in a void. Reference their content or even feature them in person, comment on their content in your own output, and make sure you’re giving your input wherever you can on other platforms. Assuming – again – that your message is solid, people will take notice and will soon start talking about you, giving you the third-party credibility you crave (assuming they’re being nice!) and giving you airtime in other places where people might land.

Will it come easy? No, Rome wasn’t built in a day – it’ll be a slog, but you won’t regret it.

…and we are doing it in style!

April 1 is April Fools Day! And to keep up with the tradition, we decided to divert from our usual eCommunications-related blog posts to show you “ZN’s other side”.  Life in ZN wouldn’t be complete without spending some time for fun! So here’s a short video from one of our many good time moments.

Taken from our last team building activity, the team decided to put down their mobile phones and laptops and put on some climbing gears.

And in ZN we think that, as the title goes, every mission is possible. Enjoy!

A few weeks ago, for the third time a group of individuals met in Brussels in a small snack place (Le Break de l’Abbaye) to discuss how the EU institutions could and should approach social media and internet communication.

Web2EU in action

The starting point for the event was an open letter written by EU Commission webmasters to try to shape the approach the new Commission was taking to Web 2.0. Tony Lockett and Dick Niewenhuis gave an overview of the origin of the letter, inspired by a similar US initiative, and talked about how this was being viewed by officials. The response to the letter was broadly positive but the key issues facing the institutions remained. Much of the discussion that followed revolved around what the Commission really is (not a government said Dick) and its role in communicating to the public.

From the US initiative I shared some comments made by Beth Noveck in an interview with Tim O’Reilly. The main point of their efforts was to use the web to bring more transparency and openness to the process of policy making in Washington. There was also talk of ‘closing the revolving door to lobbyists’.

An MEP, Wim van de Camp, joined the discussion and announced he was using twitter as his personal PR tool as had just launched his new website.

What seemed to emerge from the discussion is that there is a clear opportunity for the Commission to use the internet as a tool to communicate and share knowledge in more effective ways. The problem however is that they still need to clarify what the communication should be about. The objection made by Wim was that the Commission should not be sharing opinions but should be executing the will of its political masters. However no one objected to the fact that getting ideas on improving policy implementation and communication on its activities was a good thing.

So the discussion continues. Here’s a short video of the event.

Watch this video and see Tim Brown from Ideo talk about a link between creativity and play at TED. You will get some inspiring ideas to fresh up your next brainstorm session. I personally like the ‘finger blaster’ the audience fires at the speaker but I guess that’s open for discussion.

[youtube]RjwUn-aA0VY[/youtube]

Cross post from Nathalie’s blog

A very interesting article from The Economist is actually stating the fact that we see in the advertising and whole communication industry: companies are really shifting to the web and it is a reality now…and not only in US. Europe is catching up and fast.

The article mainly focus on the shift in Advertising, a trend that we have seen coming for few years now. The interesting things is that advertising companies and professionals such as Creative Directors had for quite a while tried to ignore the wall coming towards them. And so many traditional advertising agency are struggling so hard in making that shift. They are sometimes at lost when we talk to them about Web 2.0 and things like YouTube, online communities. They now know the words and definition…but not really understanding their real meanings and consequences. They still were talking TV ads and print campaigns not more than few months ago. Online was just the little tiny thing to do on the side, but not that important in the whole scope of such huge TV/Print campaigns budget.

For sure, the recession will be the boost for the Internet. Not only in advertising, but as the main and driving communication tool at all level!! The first signs are all there. And being in the industry and talking to major international companies in all kind of sectors, we actually see the signs in real time here in Europe. 2009 is going to see major changes.

I have to admit that it feels good to read in a major media that “online advertising is making obsolete the old distinction between marketing spending “above the line” and “below” it. In the jargon, above-the-line spending drives brand “awareness” (probably on television) or “consideration” by a consumer planning a purchase (probably in a newspaper).” We have been saying at ZN for at least 10 years that Internet was really revolutionazing the whole communication industry and that there were no more boundaries and distinctions between below and above the line. Even more, for us the distinction between PR, CSR, PA, Advertising, Marketing no longer exist for quite a while. But most professionals, businesses, Industry Associations, politicians had a hard time really embracing the idea of such a change. It is not a small change. It is huge and require quite an adaptation and change in mindset and attitude. I was one of the lucky ones to swim into the online communication at an early stage in my career.

It is not only advertising that changes and shifts. It is the whole concept of communication. Now you have to have an integrated approach and no more think in silos. It goes for communication but for businesses too (externally; internally and structurally). The recession is going to force people to admit the shift and to really adapt to it. If you don’t, then you will be missing the train….and it is a fast one.

Check also interesting entry here from Philip Weiss on McKinsey report and article “The downturn’s new rules for marketers” from The McKinsey Quaterly.

McKinsey has once again published a white paper on a hot topic, one that matters especially in our sector: what new rules will apply to marketers in 09, the year of the recession.

Some interesting insights, and some background material to convince management and others that yes, you should cut marketing, but no you shouldn’t cut everything without thinking. Strong hints that the web and new media will come out stronger from this transition as it offers measurable and now proven cost effective tools to beat the recession. Other insights for B2B companies to make sure their customers are credit worthy, and to repriorities target audiences that still have money to spend (or new emerging ones) - this all means be ready for change, and reevaluate prioritities on a regular basis.

“Reprioritizing advertising vehicles

New communications vehicles such as the Internet, social networking, and mobile devices are gaining scale and delivering effective results. Meanwhile, classic media such as television have become, at a minimum, much more costly. Most marketing plans therefore try to meet their objectives cost-effectively by using a mix of traditional and new vehicles, with the latter typically accounting for 10 to 15 percent of spending.”

Check out the article in the McKinsey Quartelry

Instead of giving up when no suitable kidney donor could be found for her 15 year old daughter, Lisa decided to use the web to reach out for help.
In her blog ‘the Domestic Diva’ she explained her situation and how people could donate. Just about 3 weeks later the right donor is found.
This message got ‘retweeted’ and shared via Facebook, several thousand times: ‘15 year old girl needs a kidney. She’s dying. Can you help? Can you at least retweet? http://tinyurl.com/6bue7f’

Who could have known that one of Lisa’s ebay friends would turn out to be the right kidney donor to save her little daughter?  

In her recent blog post Lisa states: “I am amazed by the power of the web and the hearts of those who helped make a difference.”