Tactical Transparency New Media Expo

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Tactical Transparency: The Value of Getting Personal in Business John C. Havens Shel Holtz

description

A presentation on how organizations can utilize social media tools to lend authenticity to their communications.

Transcript of Tactical Transparency New Media Expo

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Tactical Transparency:The Value of GettingPersonal in Business

John C. HavensShel Holtz

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How did we get here?

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It is in an organization’sbest interests

to be transparentto a degree beyond

that which isrequired by law

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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

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Transparency is not…

Full Disclosure

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“Blogging didn’t invent the disgruntled customer.”

-- John “CZ” Czwartacki

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The tools of transparency

but alsobut also

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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

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“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

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Leaders

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Employees

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“A person like me is the most

trusted corporatespokesperson”

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Click Link to See “The Green Dot” from the Deloitte Film Festival:

http://www.youtube.com/watch?v=id0uHBuhXtY

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Values

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Processes & Results

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Strategy

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“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

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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

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“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.”

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Other observations

• Have policies in place

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Other observations

• Have policies in place• Be authentic

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Other observations

• Have policies in place• Be authentic• Be accessible• “If you’re going

to be naked,you’d better be buff”

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Transparency Roadmap

• Assess the Current State– Tools– Culture

• Find Your Voice• Create an Action Plan• Prepare Change Initiative

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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