How to become a communications 3.0 professional

Andre Manning

September 25th , 2015

Who am I?

20 years in communications

Worked in consumer and b-t-b

Industries: - Philips and Booking.com

Worked and lived in NL, Central

Europe and United States

Loves his job, his family, people

and sports

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Philips brand launch: innovation and you

How to become a communications 3.0 professional 3

Booking.com NYE 2014

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How to become a communications 3.0 professional

To Secure A SEAT AT THE TABLE…

What we as communicators want

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How to become a communications 3.0 professional

…the GROWN UPS table, that is!

What we as communicators want

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YOU WANT A SEAT AT THE TABLE? EARN IT!

NO ONE GETS IN FOR FREE

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The Communications 3.0 professional

1. The integrated thinker ….

2. The network manager ….

3. The trusted advisor ….

4. The reputation task force member ….

5. The master of data….

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Integration: PESO

How to become a communications 3.0 professional

Message Control:

high

Engagement:

low to medium

Cost effectiveness:

low to medium

Message Control:

medium

Engagement:

high

Cost effectiveness:

High

Message Control:

low to medium

Engagement:

medium to high

Cost effectiveness:

High

Message Control:

medium

Engagement:

high

Cost effectiveness:

High

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Managing a network

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How to become a communications 3.0 professional

People don’t care what you say about your company.

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How to become a communications 3.0 professional

“Now it’s the people who are taking control.”

Rupert Murdoch, CEO, News Corp.

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How to become a communications 3.0 professional

The Trusted Advisor”

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Brand and reputation

How to become a communications 3.0 professional

Brand

PerformanceCorporate

Reputation

Chief Communication Officer

Manage the communications risks and opportunities of a

business, both internally and externally

Chief Marketing Officer

Responsible for marketing communications activities,

including sales management, product

development, distribution channel management,

advertising, promotions, pricing, market research,

and customer service

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Accountability: I was never good in math so I went into PR

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Analytics turn big data into useful insights

How to become a communications 3.0 professional

Big Data has crossed the chasm to mainstream news

Predictive analytics is very hot

Everyone wants insights

Big Data Analytics Insights

Insights

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