8. YOU DON’T OWN THE CONVERSATION
MAKE IT, SHARE IT. GET OTHER PEOPLE TO MAKE IT FOR YOU
9.
10.
11.
12.
13.
14.
15.
16. NO MEDIUM IS AN ISLAND
COMMUNICATION THAT IS GREATER THAN THE SUM OF ITS PARTS
17. 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
18.
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20.
21.
22.
23. THE VALUE’S IN THE NETWORK
REACHING THE PARTS OTHER TOOLS CANNOT REACH
34. 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.
35. 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