KathyBloomgardenofRuderFinnisDocumented@DavosTranscriptDocumented@Davos2012
SHARONFEDER:Hi,welcomebacktoDocumented@Davos.I'mSharonFeder,COOofMashable.AndIhavewithme,KathyBloomgarden,CEOofRuderFinn.Welcome,Kathy.KATHYBLOOMGARDEN:Thankyou,Sharon.SHARONFEDER:SoIunderstandyou'reverypassionateaboutinnovation,andI'dlovetohearaboutwhatyou'reencounteringinyourdiscussionshereattheWorldEconomicForumaroundinnovation.KATHYBLOOMGARDEN:Well,firstofall,Ifindthatthemoodismoreoptimisticthanit'sbeeninthepastyearortwo.Theyarevery,verycrowded.Therealotofpeoplehere.Everybody'skeentoexchangeideas.Andthere'sreallygoodconversation.SoIfindthatthemoodisratherupbeatandpeoplearesearchingforwaystogothroughtheirowntransformationoftheirbusiness.Andofcourse,findgrowth.Andwhatdrivesgrowth?Innovation.Andineverybusiness,innovationisdifferentandtherearesomesharedexperiencesandsharedvalues.SotodayIhadagreatpanelonhowyouencourageintrapreneurship,whichisnotcommonlydiscussedasaword.Davosword,maybe.Whichishowyoureallyencouragepeopletocontinuetoinnovatewhetheryou'reinlargecompaniesorsmallcompanies.Innovationcanbeorganic,whichmeansyouhavetofindwaystosimplifyprocesses.Youhavetogivepeoplefreedom.Youhavetoreallyengagepeopleandcontinuetoinspirethem.Andthen,taketheirideasandmakethemsomethingthatyouexecuteanactionon.Becauseagreatideacanperhapsnotbescalable.Oritmightnotendupgoinganywhere.Andalso,celebratethefailuressopeoplearen'tafraidtoreallytry.SHARONFEDER:Ithinkthat'sveryimportant[UNINTELLIGIBLE].KATHYBLOOMGARDEN:Andthenthere'salsotheacquiredacquisitionsthatbringnewwaysofthinkingandpeoplehavetobecarefulnottokillit.SHARONFEDER:Sowhatdoyouadviseforthosecompaniesthatareacquiredthatwanttohaveavibrantatmospherethatencouragesinnovation?KATHYBLOOMGARDEN:Sothefirstthingyoushoulddoifyouhave--therearelotsofwaystoacquirecompanies.Youcouldacquireacompanyandit'sjusttoadd
 
volumeorscale.Butyoucanacquireacompanystrategicallytoaddinnovationtothewayyouthinkandthewayyouoperate.Andthen,don'ttrytomergeitentirelyintoyourorganization.You'lllosewhatyoujustpurchased.SoIthinkit'sreallyimportanttoallowpeopletoliveintheworldwhichyouacquired,trusttheleadership,trytolookatthevaluesinadifferentway.Trytoreallyincorporate--haveareversemergermentalityalittlebit.Andring-fencesomeofthespecialpeoplethatcamewiththatbusinesswhichmadeitsoattractivetoyou.Andpeopleforgetthatastheytrytobringthecompaniestogether.SHARONFEDER:Ithinkthat'sfantasticadvice.Soourworldhaschangedprettydramaticallyinthepastcoupleofyears.Ithinkinalotofwaysbecauseofsocialmedia.AndsocialmediahastransformedPR,aspacethatyou'reclearlyveryactivein.CanyoutellmealittlebitabouthowsocialmediahastransformedyourworkwithRuderFinnandhowit'schangingthelargerlandscape?KATHYBLOOMGARDEN:SoRuderFinnfollows,again,ourownteachings.Andsowewereveryearlythinkingofourowninnovationintoputtingasocialmediaplatforminplace,andwenowhaveoneofthelargestgroupsinthePRindustryin-house.Andthatmeansthateverythingwedohasasocialmediaelement.Andyouhavetothinkdifferently.Soit'snotaboutgivingoutinformationanylonger.It'saboutengagingpeople.It'saboutbuildingacommunity.It'saboutfindingpeoplewithsharedinterests.Andit'sincredible.Thismorningwehad[?Cheryl?]fromFacebookwastalkingaboutsharingincommunitiesandshesaidthatwhenyoupost--postsofphotosonFacebookwereeverysingledayhundredsofmillions.There'snoothertypeofplatformorplacewhereyousharephotosmore.Why?Notbecauseit'sabetterplacetoputthem,butbecauseyousharethemimmediately.Soinformationtoday,it'saboutsharing.It'saboutcommunities.It'saboutengaging.Andthatmeansthatpublicrelationspeopleandcompaniesandtheircustomerstheyworkwithneedtothinkentirelydifferently.SHARONFEDER:That'sfantastic.AnyadviceforcompaniesusingsocialmediainaPRcrisis?KATHYBLOOMGARDEN:Don'tthinkthatyoucancontroleverything,buthaveavoice.SHARONFEDER:Ithinkthat'sfantasticadvice.Soasweconclude,I'dloveforyoutogiveusacoupleoffinalpiecesofadvicethatyouwouldgivecompaniesasyouleaveDavos.Thingsthatyou'reseeingherethatyouthinkareimportantforothercompaniesinnovationandgrowth.
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