The presentation I delivered at Comms Malaysia 2015 (http://www.marketing-interactive.com/communications/my/). Titled "Looking To What's Next - The Future Of Communications", it explores the disruptions impacting marketing and communications today and what capabilities practitioners need to develop for the future. It also shares some case study/examples from both Microsoft and Shell.

1. Shell Malaysia
LOOKING TO WHAT’S NEXT:
THE FUTURE OF COMMUNICATIONS
Leigh Wong
Head of Media Relations & Issues Management
@giokleigh
1May 2015Comms Malaysia 2015

2. Shell Malaysia
MY STORY SO FAR…
2May 2015Comms Malaysia 2015

3. Shell Malaysia 3May 2015Comms Malaysia 2015

4. Globalisation &
Hyperconnectivity
Big Data &
The Internet of Everything
Always
social
Ever-fragmenting
media channels
Changing interfaces
Communications is being disrupted
Ubiquitous
Connectivity

5. Shell Malaysia 5May 2015Comms Malaysia 2015
Today’s scarcest resources are attention and engagement.

6. Shell Malaysia
“Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. Now it’s
the people who are taking control”
Rupert Murdoch
6May 2015Comms Malaysia 2015

7. Shell Malaysia
Transactional
Marketing
Relationship
Marketing
Collaborative
Marketing
View of value
Value is associated with a
company’s offering.
Maximize value in
exchanges
Value is associated with
customer relationships.
Maximize lifetime value of
relationships
Value is associated
with experiences.
Maximize value of co-
created experiences
View of market
Place where value is exchanged between customers
and the firm. Market is separate from the value
creation process
Market as a forum
where value is co-
created through
interaction and
dialogue
Role of customer
Passive buyers to be
targeted with offerings
Portfolio of relationships
to be cultivated
Prosumers – active
participants in value
co-creation
Role of firm
Define and create value
for consumers
Attract, develop, and
retain profitable
customers
Engage customers in
defining and co-
creating unique value
Nature of
Customer
Interaction
Survey customers to elicit
needs and solicit feedback
Observe customers and
learn adaptively about
customers
Active dialogue with
customers and
communities
Source: Mohan Sawhney, Kellogg School of Management
WE ARE NOW IN THE COLLABORATIVE MARKETPLACE
7May 2015Comms Malaysia 2015

8. Shell Malaysia

9. Shell Malaysia
#1: EMBRACE & CO-CREATE WITH YOUR COMMUNITY
9May 2015Comms Malaysia 2015

10. Shell Malaysia
#makethefuture
Morro da Mineira
Project

11. Shell Malaysia

12. Shell Malaysia
#makethefuture
Morro da Mineira
Project

13. Shell Malaysia
#2: TELL AUTHENTIC STORIES
13May 2015Comms Malaysia 2015

14. Shell Malaysia 14May 2015Comms Malaysia 2015
Source: Gaping Void

15. Shell Malaysia

16. Shell Malaysia
Compelling stories give people a reason to connect.
WHY IS STORYTELLING IMPORTANT?
Compelling stories influence behaviors.
Inform Engage Inspire

17. Shell Malaysia
STORIES NEED TO BE RATIONAL AND EMOTIONAL

18. Good
storytelling is
visceral

19. Shell Malaysia
Emotional Engagement
STORYTELLING IS A TECHNIQUE:

20. Shell Malaysia
Journey:
Range of
sources. In
2050, up to
30% renewables
with the rest:
fossil fuels &
nuclear
Shell: Cleaner
sources & using
energy more
efficiently.
Emotional Engagement
STORYTELLING AT SHELL: MEET THE WORLD'S GROWING
ENERGY NEEDS IN A RESPONSIBLE WAY

21. Shell Malaysia
#3: INTEGRATE ACROSS MEDIA
21May 2015Comms Malaysia 2015

22. Shell Malaysia

23. Shell Malaysia

24. Shell Malaysia

25. Shell Malaysia
#4: BUILD YOUR OWNED MEDIA PLATFORMS
25May 2015Comms Malaysia 2015

26. Shell Malaysia
MAKETHEFUTURE.SHELL.COM
26May 2015Comms Malaysia 2015

27. Shell Malaysia 27May 2015Comms Malaysia 2015
http://www.nytimes.com/projects/2012/snow-fall

28. Shell Malaysia 28May 2015Comms Malaysia 2015

29. Shell Malaysia
http://blogs.technet.com/b/next/
29May 2015Comms Malaysia 2015

30. Shell Malaysia 30May 2015Comms Malaysia 2015

31. Shell Malaysia
#1: Embrace & Co-create with your community
#2: Tell Authentic Stories
#3: Integrate Across Media
#4: Build Owned Media Platforms
BUILD YOUR CAPABILITIES FOR THE FUTURE OF
COMMUNICATIONS
31May 2015Comms Malaysia 2015

32. Shell Malaysia
Leigh Wong
Head of Media Relations & Issues Management
Shell Malaysia
 leigh.wong@shell.com
giokleigh
facebook.com/giokleigh
linkedin.com/in/leighwong
THANK YOU FOR YOUR PATIENCE & YOUR STAMINA.
LET’S KEEP ENGAGING!