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Moving from tools to strategy: Putting citizens at the centre of our democracy
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The old world
The world we live in
YOU DON’T OWN THE CONVERSATION
MAKE IT, SHARE IT. GET OTHER PEOPLE TO MAKE IT FOR YOU
NO MEDIUM IS AN ISLANDCOMMUNICATION THAT IS GREATER THAN THE SUM OF ITS PARTS
No medium is an island TV is more than broadcast. Newspapers are more than print. Successful campaigns grow beyond
their centre. It’s about convergence:
the right tool at the right time for the right purpose
THE VALUE’S IN THE NETWORK
REACHING THE PARTS OTHER TOOLS CANNOT REACH
CONCLUSIONWHAT DOES THIS ALL MEAN FOR YOU?
Moving towards intimacy
• Go where the people are.• Listen. A lot.• Be authentic.• Share everything.• Join in.• Close the loop.• Trust your staff.• Own your mistakes.
Digital is part of ‘business as usual’ Support effective use
Develop clear policies, apply light rules Provide good but just-in-time training Trust people Mistakes are inevitable and rarely fatal
Encourage people to Be your best advocates Connect with the brand Re-share content
Innovate from every side