Tactical Transparency New Media Expo
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Transcript of Tactical Transparency New Media Expo
Tactical Transparency:The Value of GettingPersonal in Business
John C. HavensShel Holtz
How did we get here?
It is in an organization’sbest interests
to be transparentto a degree beyond
that which isrequired by law
Transparency is…The degree to which an organization sharesthe following with its stakeholder publics
• Leaders• Employees• Values• Culture• Results of its business practices• Business strategy
Transparency is not…
Full Disclosure
“Blogging didn’t invent the disgruntled customer.”
-- John “CZ” Czwartacki
The tools of transparency
but alsobut also
What is tactical transparency?
“If Microsoft — a company that is somewhat controlling and secretive —can embrace the risks and uncertainties associated with
letting people blog without filtering, then maybe everybody can.”
-- Chris Anderson
“When you recognize that with transparency comes airing some of your dirty laundry and with that dirty laundry comes people’s perception that you’re being open and honest, then you have to
be comfortable in saying things in public that may be misinterpreted or misunderstood or used by
your enemies. And that’s a scary process but that’s how you get to authenticity.”
-- Chris Anderson
Leaders
Employees
“A person like me is the most
trusted corporatespokesperson”
Click Link to See “The Green Dot” from the Deloitte Film Festival:
http://www.youtube.com/watch?v=id0uHBuhXtY
Values
Processes & Results
Strategy
“My feelings are that [Even] if you don’t provide a blog, or something like it for your company,
people are going to talk about you and your products so why not provide them an
environment where people can talk in front of you and not behind you. I’d rather you yelled at me directly than behind my back; this way I can
at least explain where I’m coming from.”
-- Cindi Bigelow
Transparency in the sales process
• Get specific• Make small talk big• Make your presentation interactive• Give a call to action• Write down a connection point• Practice good timing• Follow up• Don’t “close”; partner
“Transparency is just another way to be willing to engage with the marketplace. I don’t just sell to my customers, I love my customers, I embrace my customers and ask them to embrace me, I ask them for their insights and input. As a result, the products we build become assets of those
communities. Somebody who feels part of a community is going to be a much more aggressive evangelist for our products than someone who just paid $29.95 for it at a big-box retailer.”
Other observations
• Have policies in place
Other observations
• Have policies in place• Be authentic
Other observations
• Have policies in place• Be authentic• Be accessible• “If you’re going
to be naked,you’d better be buff”
Transparency Roadmap
• Assess the Current State– Tools– Culture
• Find Your Voice• Create an Action Plan• Prepare Change Initiative
Copyright applies to this document – some rights reserved.This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
John C. HavensPhone: 917-597-3323Email: [email protected]: www.blogtalkradio.com
Blog: www.tacticaltransparency.comPodcast:
www.blogtalkradio.com/transparencySkype: johnchavensTwitter: www.twitter.com/johnchavens
Shel HoltzPhone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast:
www.forimmediaterelease.bizSkype: shelholtzTwitter: www.twitter.com/shel2nd Life: Shel Witte