International Communications Strategy - Book Launch
-
Upload
yang-may-ooi -
Category
Business
-
view
3.636 -
download
3
description
Transcript of International Communications Strategy - Book Launch
1
BySilvia Cambié and Yang-May Ooi
London, 9th September 2009
The Day the World Changed
Change is Still Happening
Mutual Fund Assets under Management
• Europe -10%• North America +7.4%• Asia +19.2%• South Africa +60.9%• South America +37.6%
April 2009Source: Cerulli Associates
Globalization 3.0
• New type of multinational coming on world stage
• Not aping the West• Used to dealing with
ambiguity and paradoxes
New Publics
• Transformation of journalism (CitJos, social media, etc.)
• New ways of bonding creating new awareness
• Instead of controlling the message, inspire the public to spread the message
6
Social media as a Cross-Cultural Space
Changing the way we communicate Influence – no longer passive audience Authentic, personal voice is key Cross-cultural space
www.FusionView.co.uk
7
Major Trends in Social Media
Active engagement with news, info & entertainment Personal connections
beyond location iPhone & smartphones How to engage?
www.FusionView.co.uk
8
Reaching Out to New Publics Online
Authentic voice to build trust Peer to peer Emerging technologies
www.FusionView.co.uk
9
Communications Model for Social Media
Tsunami Blog
www.FusionView.co.uk
10
What next?
Multimedia Mobile Real time Personalise
d
www.FusionView.co.uk
Where is Communication going?
• Study of cultural ecosystems • Shift from content creation to relationship
management