Engaging online stakeholders in discussion

Before each ‘webchat’ discussion (which is hosted by a group of senior Shell executives) we help our Fishburn Hedges colleagues research the topic (ranging from biofuels to emissions trading systems), to identify and then contact the key bloggers and online communities most likely to be interested in taking part.

Given the seniority of the speakers and expected participants, we prepare a bespoke invitation, based on an analysis of what they will find interesting. It’s a strictly spam-free zone.

The debates are open to all, but we’re very pleased that since we started approaching people online to participate, the webchats have attracted hundreds of influential participants who have either publicised the activity amongst the niche communities we’ve wanted to reach, or have attended themselves. And then blogged about it afterwards.