Wisdom London and Thought Leadership: Our approach

1. Our approach to
Thought Leadership
March 2010

2. Thought Leadership is at the heart of what Wisdom London does
Thought Leadership is a blend of ideas, knowledge, wisdom
and interpretation
It’s attached to a person or people – it’s a human activity,
aimed at stimulating human interactions
Thought Leadership is an invitation for discussion…which
ultimately provides an opportunity to get to know your client
or audience – and connect better - through meaningful
communication
Here's what we have to say about authentic thought leadership
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3. We now have multiple, interconnecting channels available to us for
sharing thought leadership
Report-
Events
back
session
PR and
press
Face to
face
Web
Video
Digital
Traditional
Thought and
Print
media
Online
Leadership
Social
Media
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4. Here’s what we have to say about authentic thought leadership:
Wisdom London blog post, March 2010
Thought leadership should inform but also Thought Leadership IS NOT:
provoke and encourage debate. It's fine to
Kate Spiers
ask questions, even if you can't give a ...necessarily directed from the top
Thought Leadership is a pretty well-used definitive answer to them yet - the potential Un-synthesised facts and figures
phrase these days and I fear its true for dialogue is key. Great thought
meaning may be getting a little lost. Content leadership inspires, generates ideas and A one-way street: it's a basis for discussion
alone does not equal thought leadership develops a concept further.
and sharing
and many businesses would do well to Thought Leadership v. Content
A sales pitch, disguised thinly or otherwise
remind themselves of what makes their
content genuinely thought-leading.
Thought Leadership IS:
Once you've got something thought-leading
to say, make sure you say it!
I'm a big believer in the power of well- A blend of knowledge, wisdom, ideas and
conceived and brilliantly orchestrated interpretation
Make the most of the channels available -
thought leadership. For the corporate world thought leadership can and does exist on
especially, it's an excellent way of sharing A different take on a subject - suggests new micro-blogging platforms as well as on the
collective wisdom, making superstars of perspectives
speaker podium and in print. Share the best
subject matter experts, and wrapping value An invitation for discussion
of your thought-leading ideas with your
and credibility around a brand. But it's no clients by bringing them together in a
easy task.
Attached to a person or people - it's a roundtable debate. Integrate it in your
human activity, not a 'corporate' one
media relations planning. Make sure you
For an organisation to maintain a coherent have passionate and articulate thought
message and gather momentum in the Being curious, thought provoking and leaders ready and willing to enter into the
thought leadership stakes, they need a considered
debate.
plan. What they want to say, when, by
whom and how. And that should, of course, Accessible, agile and current
Take your wisdom to a new level by
reflect the genuine wants, needs and applying about some thought leadership
interests of their target audience. That's not rigour - the business world will be a richer
to say organisations should play lip-service. place for it.

5. What we do: Thought Leadership
Knowledge + Ideas = Content
Knowledge + Ideas + Direction + Connection= Thought Leadership
We love thought leadership because, well-planned and executed, it can be
incredibly powerful.
To get it right, it demands (and we deliver):
 Planning: Editorial planning, linked to campaigns, themes and business
objectives; Identifying the right topics, messages and hooks
 Execution: Project management from concept to finished product
 Diffusion: To the right audiences, through the most effective channels
(microsites and ebooks, social media, PR, print, events)
 Measurement: Did it reach your desired audience? Has it informed opinions,
sparked debate, created an opportunity for commercial discussion?

6. How we do it
Explore: We ask, find out, research and • As-is situation
benchmark to build a picture of what • Aspiration
your thought leadership footprint is, and Explore
what it can be or should be
Assess: We consider how to use what you
have and identify where there are gaps; • Tools
We suggest routes, concepts and
approaches and coach thought leaders • Routes
Assess
where necessary
Consolidate: We bring your thought
leadership together on one • Channels
communications map, identifying the
best channels for diffusion, linking them • Metrics
Consolidate
up and putting metrics in place
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7. Our digital and online partners
We help you use technology the smart way for effective online communications.
We blend our communications, thought leadership and social media
know-how with the digital expertise of our online partners to provide
differentiated online communications and innovative channels for your
thought leadership:
 Social media strategy and engagement
 Microsites, e-newsletters
 Animation
 Online and embedded video content

8. Wisdom London’s Thought Leadership track record:
Quarterly journal Capgemini Telecom, Media and
Entertainment insights journal:
- Editorial planning
- Project management
-PR
-Video production
Advisory Board Capgemini Telecom and Media Advisory Website:
Board:
http://bit.ly/9SruUa
- Concept and framework
- Identification of, and securing of 30 CEO-
level members
- Annual content-based event
-Subsequent PR and content output
-Video
Survey Report Launch Olswang Annual Convergence report:
- Headline and hook identification, using raw
data
- Launch event for 150 people
- Content leverage, post-launch
Social Media Wisdom London social media channels:
Blog
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- Industry blog
Twitter
- Twitter: Real time and scheduled
LinkedIn Group
- LinkedIn group and discussions

9. Let’s talk soon…
Kate Spiers 020 7193 9149
kate@wisdomlondon.com