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Presentations 2011

Debate - Paul Holmes & Marshal Sponder

New PR versus New Marketing

Debate - Paul Holmes & Marshal Sponder

February 17, 2011, Congress Centre at Davos, Switzerland. Paul Holmes' initial opponent, the marketing expert Garett Johnston, could not come to the picturesque Davos Klosters, yet Marshall Sponder, blogger at WebMetricsGuru.com, was quite ready to take over and debate from the point of view of social media metrics and web analysis.
The verbal fight took over 2 hours and was applauded every 5 minutes.
Paul Holmes: "The social media proved they can overthrow governments. Marketing companies take hundreds of thousands of dollars to advise companies and afterward PR experts must restore the mass for just couple of hundreds."
Marshal Sponder: "Quite soon the PR companies all over the world will be headed by marketing analysts."
Rated as the top event!
Afterwards both experts shared impressions:
Paul: Do you need a Chief Analytics Officer?
Marshall: Davos On The Top - a good day

Interview with Paul Holmes, taken by RIA Novosti.

James Gillies

Communicating Innovations - how to communicate something that does not even exist?

James Gillies

In 2010, the physics programme of the LHC got underway at CERN in the full glare of the media spotlight. James Gillies explained how the laboratory's communication team worked in order to turn such an esoteric subject as particle physics into a truly hot topic, and described how the lab made an opportunity of everything that came its way, from Angels and Demons to black holes!

"Highly professional."
"Among the most memorable."
"I learned a lot from this case study!"

Rated among the top 3!

Interview

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Daniel Holtgen

Adapting large, long-standing organizations to today's online & social media world

Daniel Holtgen

Older institutions with an international remit face a particular dilemma about how to adapt to a 24/7 online news agenda. Geographical scope, different languages and varied cultural styles are only a small part of the puzzle. Communicators of large need to know how to bridge the gap between the old and the new, to create means of delivering clear messages without undermining the basic principles of their organisation. Daniel Höltgen views the responsiveness to breaking news stories, the ability to adapt to the rolling news schedule in different countries, and the emphasis on strong messages as the key to effective communication.

Rated among the top 10!

The presentation contains a video clip. View the video clip here.

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Valery Levcheko

Benefits and pitfalls of integrating social media into editorial and publishing workflows

Valery Levcheko

Is Social Media viewed as such by the media? Well, one thing is for sure - with the advent of the interactive tools the audience is no longer the same - everyone can become a publisher or a media. As the prominent blogger Tom Foremski puts it, "today every company is a media company", and quite often proactive users wish they could influence the editorial decision. Would that make them competitors to professional communicators? Most likely... A main trend in 2010 was the general dive into the social networks world. It is not the Reader who is watching the media, but the media that are now striving to let the reader into a circle îf network friends. The PR + marketers challenge is to mediate between the media and the reader, while preserving the due agenda.

The presentation focuses on Twitter as a social network and RIA Novosti as a media company, in order to present the respective case study: a good example of how social media has brought nearly as much visitors as did the main news aggregating service.

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Phillip Borremans

ROI of SM for internal comms: How organizations should apply collaborative and interactive social media tools to enhance productivity and communication?

Phillip Borremans

The presentation focuses on social media within the corporation:
• The internal use of social media – why should you even think about it?
• What comes first – corporate cultural readiness or the social media project?
• How to implement and measure a social media strategy?
• What about “control” or “governance” – is it compatible with the social aspect?
• Tools, tips & tricks from a practitioner.

 

Rated among the top 3!
"Vision and strategy demonstrated!"
"Remarkable examples!"

Interview

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Kerry Bridge

Integrating Socila Media into existing PR campaigns

Kerry Bridge

Revealing your personality and passion is the key to building relationships and being successful in Social Media. In the past 4 years Dell has evolved its use of SM - from a core team focusing on experimentation and innovation, to a formalised strategy and structure for a broad team to engage. Today, customers connect directly with Dell - to discuss technology related topics with the employees, to discover exclusive offers, and to connect directly on Dell news.
Kerry shared learnings from Dell’s communications team and best practices of integrating social media into an overall PR campaign.

The presentation contains a video clip. View the video clip here.

Rated among the top 5!

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Marshall Sponder

Multinational SM campaigns - How can multinational organozations create a social media campaign to target a number of markets?

Marshall Sponder

The presentation focuses on the processes of Setting up, Measuring, Optimizing, and Evaluating multinational/multilingual communications and listening campaigns via Social Media Monitoring platforms. A key point are some practical techniques that would facilitate communication experts, equipped with the right tools and methodology, to efficiently marshal and analyze collected social data and summarize world opinion available online.
A specific demonstration is given on the use of listening platforms like Radian6, Sysomos, BrandWatch and Intergrasco. The author also shares examples of how social media monitoring can be successfully employed to influence positive opinions and effective events.

Rated among the top 10!

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Nicholas Labuschagne

Strategic communications as a counterterrorism tool

Nicholas Labuschagne

The relationship between the media and terrorism is well documented and well understood. However, what is less well understood is the deliberate use of strategic communications as a tool in counter-terrorism activities.
The paper presents two broad perspectives: one from the point of view of using strategic communications - in order to generate public support for counter-terrorism initiatives, and the other from the aspect of strategic communications as information warfare specifically aimed at disrupting and disorientating the enemy’s capacity to conduct terrorist operations.

Rated among the top 10!

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Jan Op Gen Oorth

The changing role of political communication

Jan Op Gen Oorth

New instruments of interaction and participation provided by Web 2.0 can be extremely beneficial for political leaders. They can be the cornerstone of a new means of political communication. They raise hopes and expectations that the internet is not just a platform for the exchange of information, but also a place where politics can be created jointly, in a real democratic experience. Indeed, with its more horizontal structures and its more democratic options for agenda-setting and information, the internet can become an arena for true democracy.

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Sultan Al Bazie

The E-Majlis: Saudi Ministers in Social Media

Sultan Al Bazie

The “Majlis” has always been a platform of governmental communication in the Arab history, where the chief of the tribe opens his house and allows every one of his subjects to come and talk to him directly with their complaints, disputes and issues, while he acts as a judge, governor or army commander.
The presentation reviews the experience of three Saudi ministers who use new media as an extension for direct communications with citizens, realizing they deal with a population of very young (65% under the age of 25), educated (low illiteracy rate) people who are open and constantly connected to the world (fast growing internet connections and very high mobile penetration). Via Facebook, the ministers of Justice, Culture & information, Labor, maintain truly effective communications with their audiences.
Rated among the top 7!

Interview

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Alena Popova

E-government as a stimulus for modern economics and development

Alena Popova

E-gov lies in the use of digital technologies for up-to-date and smooth public services, transactions, interactions. E-gov seems to be a tool for progress by definition, yet the adequacy of electronic public service supply depends on the effectiveness of the service itself. Effectiveness hinges upon user adoption rates, efficiency and impact on other channels (reduction in paper). This  results in specific line-of-business accountability and capability gaps, particularly in areas like Web Analytics and Usability. To measure cost savings, agencies must:
1) identify investment impact in public services which get modified, replaced or retired;
2) develop baseline cost estimates regarding investments in innovations;
3) evaluate costs;

Interview

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Overview by Rui Martins

What does WEF 2011 teach us?

Overview by Rui Martins

The 2011 WEF overarching topic has been “Shared norms for the new reality”, due to issues such as the increasingly interconnected world; the global economy rebound led by emergence economies of China, India and Russia and political stability; the consequences of social media on democracy 2.0, and the undermining of trust in leadership. Briefly, WEF lessons could be summarized into 3 main topics:
• The trust revealed in economic growth mainly of emerging economies (India GDP growth rate of 8,5%, China 10%) vis-à-vis the increase of the so-called South-South cooperation (Asia, Africa, Latin America and Middle East),  in contrast with the slow down of European growth (2,5% vs 3% US), government debt of the Eurozone and the consequent rise of food prices that are generating social unrest.
• A less economic inequality between countries of larger geographic dimension, through technology and demographics, though in contrast with a raising internal social inequalities between rich and poor.
• Policy priorities on the side of prevention such as childhood vaccination, exclusive breast feeding and chronic diseases (estimated to affect 60% of the global population = 4.2b people); tackling unemployment and rise of technology and its effects on how people and institutions relate and communicate with each other.

How can these issues and trends be capitalized under the financial communications and reputation management fields?
• As stated by the Canadian finance minister Jim Flaherty “we need to communicate better that the financial institutions globally are operating on a very different basis today, with higher capital and better regulated”
• Talent management, especially retention of best professionals, are critical to competitiveness, Internal Communication and Change Management being one of the main growth (7,3%) discipline areas horizon for 2013, as referred by the European Communication Monitor 2010.
• Coping with the digital evolution, linking strategy and communication, and dealing with sustainable development and social responsibility are simultaneously challenges and opportunities to be seized in this complex and interconnected world, particularly in a period when the corporate results are getting stronger.

Sasha Bibert

Managing investor expectations in times of significant change

Sasha Bibert

Based on the general role and function of investor relations, a consistent expectation management is seen as crucial in deriving a fair and sustainable valuation of a company. An adequate level of transparency as well as a constant dialogue with investors is required in order to reduce information asymmetries, which otherwise lead to a mismatch of expectations between the various internal and external stakeholders.
The presentation uses the economic crisis and the experience E.ON AG has made to highlight the challenges investor relations faces when the environment changes significantly and concludes with examples of how those can be addressed to realign the market’s view with the company’s outlook.

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Mikhail Kozhokin

Share price management

Mikhail Kozhokin

• Overview of VTB24
• Retail Banking – History of VTB24
• Business Growth Supported and Customer Loyalty by Efficiency Improvement
• Rising Customer Satisfaction Contribute to Stable Growth
• Segment-oriented approach and the Internet
• Internet audience in Russia
• Internet Advertising in Russia
• Website Attendance Dynamics
• VTB24 Expands Its Communications Via the Internet
• The Effectiveness of Internet Advertising Increases: The Example of Cash Loans
• VTB24 in Social Networks
• VT B24 Internet Banking
• Specifics of Russian financial internet development

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Andrei Izmailov

Impact on stock prices: How to handle negative news

Andrei Izmailov

Andrei Izmailov takes a closer look at a couple of cases in order to explain the way that certain companies handled negative news announcements and how that later affected the prices of shares.

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Vittorio Alessio

Nuclear renaissance and financial stability in the age of crisis

Vittorio Alessio

Enel Industrial & Financial Profile and Strategy;
Nuclear renaissance and financial stability;
Key messages of Enel nuclear communication strategy:
1. Aiming at a balanced mix of energy sources, equally split between coal, nuclear, and renewables across continental Europe;
2. A leading Eu nuclear player, Enel owns and manages nuclear assets in the Slovak Republic and Spain, and builds nuclear plants in France and the Slovak Republic;
3. N-energy is cheap, competitive and it can be produced at stable costs;
4. Enel’s vertical consortium assures investors of project sustainability: large industrial consumers and utilities share financial risk, while Enel maintains operational leadership;
5. N-energy doesn’t depend on oil volatility: secure supply by allowing diversification;
6. N-energy is environmentally friendly, well-established, and safe, after as many as 12,000 reactor years of operating experience;

Interview

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Alexey Kostarev

Let Them Play, Make Them Buy: Social Game Opportunities For Marketing Of Everything

Alexey Kostarev

The tremendous growth in sociability over the Internet is offering new amazing opportunities to promote any good or service in social networks and web communities.
Social games have already made themselves known as a platform for selling both virtual and real products. Games make the purchasing process funny and thrilling. Moreover, they show you so much about your clients. That is why they impressively differ from billboards.
The presentation discusses opportunities and shares existing experience of marketing and advertising in the social game space.

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Louis de Schorlemer

Managing the private – public relationship. The role of communications

Louis de Schorlemer

EuropArea is a shared platform for hospitality and entertainment, accommodating multiple national Olympic Committee houses in the Olympic City for the duration of the Games. The setup provides a unique continent-wide marketing opportunity around the athletic performance, master coordination of onsite logistics and optimal cost management for each participating entity.
London 2012, Sochi 2014, Rio de Janeiro 2016... EuropArea is paving the way for an entire continent to highlight its multiple identities and yet, unite peacefully to the benefit of all stakeholders. External communications’ role is to generate positive attitude and energy, to convey a message of excellence for product and service, and to establish EuropArea as a partner and trusted adviser to each of its stakeholders.
This case study offers a review of the communications strategy and aims used in the EuropeArea project.

Interview

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Mohamed Al Ayed

Regulating & professionalizing the industry: how to regard the PR profession as equal to Law/Accountancy?

Mohamed Al Ayed

• Who is responsible for regulating and professionalizing the industry?
• The four “R”s in developing a process for regulation based on ethical practices, by applying the following procedures:
· Relate – identify areas that need regulation;
· Review – research existing regulations to avoid overlap;
· Reinvent – break new ground and set new benchmarks;
· Receive – lobby to get new regulations received by authorities and accepted by industry;
• The four “P”s  in applying the following procedures into the PR industry segments:
· Perceive – analyze and assess training needs;
· Pinpoint – identify strengths and weaknesses;
· Personalize – relate training to specific segments: media relations, client relations, creative communications, press releases;
· Propagate – implement training programs and propagate within the industry:

Rated among the top 7!

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Zhonghua Jiao

Return on Investment: how do we prove the worth of PR?

Zhonghua Jiao

PR vs Marketing, Long-term vs One Shot
1. case: web 2.0 cosmetics trial & review website;
2. case: brands which announce that they never do advertisement;
Daily PR vs Crisis PR
1. case: poisoned milk powder in China, SK-II
Traditional PR vs Digital PR
A. General evaluation method of traditional PR
B. The differences between traditional PR and digital PR
1. effect differences;
2. evaluation differences;

The PPT is available only as a video file. View the PPT video here.

Evgeny Boychenko

Values. Images. Symbols. The Generation gap

Evgeny Boychenko

The presenter discusses the psychological aspect of online communications, the different roles taken by the social media consumers, and how do they affect the real offline communication.

The presentation cannot be disclosed, as per author's instructions.

Gary Grates

Reputation Management in M&A

Gary Grates

Industry sources consistently estimate that 50 to 90 percent of all mergers fail to realize their potential value. Experts frequently point to challenges with leadership alignment on priorities, clarity of vision, change management and cultural disconnects as sources of lower than expected performance. Strategic organizational communication can help mitigate these factors and position companies to thrive during the transition. M&A-related change is a prime opportunity to shore up communications infrastructure and systems.
The presentation focuses on: 1. Organizing communications as part of the M&A integration process; 2. Behavioral realities to factor in all messaging and decision-making; 3. Maintaining an holistic approach - internal and external - to protect reputation;

Rated among the top 3!
"Insightful, professional, and energetic!"
"Great content combined with top speaker skills!"
"Complete presentation, with examples!"

Interview

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"Blind" discussion

Focus on Egypt

"Blind" discussion

The Forum audience enjoyed the opportunity to take part in a "blind" discussion moderated by Jolyon Kimble - Forum Committee Member. The focus was set on the current situation in Egypt and the Middle East - viewed through the prism of communication with reference to the crucial role of the new/social media channels. Two experts from the region shared their visions of the future changes towards a higher level of democracy fostered by internet: Nicholas Labouschagne, strategic adviser in the Dubai Government, and Sultan Al Bazie, consultant from Saudi Arabia. The audience joined in with interesting comments and provocative questions. The overall conclusion was that today the world is witnessing a revolutionary social media effect that creates opportunities for a massive rise towards democratic changes within the governmental structures of the region.

Spencer Baretz

Litigation PR: a New Approach to Global Corporate and Crisis Communications

Spencer Baretz

Globalization means that PR crises with international implications are becoming the norm, rather than the exception, thus calling for a new kind of approach: litigation PR.
Spencer Baretz covers the following topics:
• What is Litigation PR?
• Why is Litigation PR Used?
• When do you need Litigation PR?
• Why is Litigation PR so important in Cross-border Cases?
• How Does Litigation PR work, and what are the phases of the process?
• How Does Litigation PR work for real? (Case Studies)

Rated among the top 10!

Interview

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Ansgar Thiessen

Crisis management in the media society: Safeguarding reputation through strategic, integrated and situative crisis communication

Ansgar Thiessen

Building and loosing reputation in today's media society depends on mediated communication. Hence, crisis communication is a crucial driver of reputation safeguarding. Over the past few years, academic research has been systematizing crisis communication, explicitly refraining from any case study analysis.
The presentation outlines cutting edge insights into crisis communication research, transferring the new approaches to practical strategic crisis communication management:
Part a: Crisis classification - academia brings order into a chaotic situation;
Part b: New frontiers - the 7 characteristics of post modern crisis communication;
Part c: Credibility & reputation - integrity as foundation for crisis communications;
Part d: So what? - The effect of crisis communication response strategies on reputation safeguarding;
The presentation cannot be disclosed, as per author's instructions.
Rated among the top 5!

Interview

Matt Bostrom

The six things that drive your online reputation

Matt Bostrom

In the current communications environment, where companies' reputations rise and fall quickly based on consumer perceptions and preference, online engagement is increasingly important to defining success. But what drives that online engagement? Research shows that there are six key factors that drive online reputation whether it is for a company, organisation or government.
This presentation examines each of those factors, and provide real-life examples of how they work together in defining an organisation's overall reputation.

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WCF | Yerevan
21-22 Mar, 2017

From Crises to Development:
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WCF Geneva week 2017

13-17 March
Geneva, Switzerland

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Global Touch: a series of events

 

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