The document discusses how communication and collaboration are changing as boundaries fade and new expectations emerge. Traditional one-directional media is being replaced by multi-directional and interactive new media. Effective communication now requires listening, engagement, and building trust networks within communities.

1. communicating
and
collaborating
working to make the world a
more beautiful place...…
L unchpad ...one conversation at a time

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pportunity

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the traditional is being challenged by
new expectations. the boundaries of
communications are fading…fast

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8. silver surfers baby boomers
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generation X generation Y

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army style cascade

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cascade modified for baby boomers with justification

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cascade modified for gen X and the individuals aspirations

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develop trust networks and engage with communities

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universal distrust of authority people don’t wait (or want) to be
+
transformations in media culture & TOLD
information sources they find the information themselves
when they want & how they want.
equals...
people are now as likely to buy
because of trust and transparency
as they are on quality and price.
we will insist on flexibility, work-life balance, corporate social responsibility
we will value continuous learning
we will trust people and not institutions

15. distributing trust L unchpad

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goals &
ambitions
situation
measure
analysis
future
implement
vision
define audience
approach analysis

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traditional media: broadcast / one direction new media: multi directional / interactive
content is king
quality over quantity

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make
money
happy save
people money

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cost reduction & revenue generation?
or how will you measure success - what is the positive outcome?

25. we need content that is: collaboration is an opportunity
relevant: to create value and impact
compelling
educational positively on the bottom line.
entertaining
don’t over segment your audience align your communications with
but at the same time don’t under your brand values, culture and
segment, there is a preferred strategy.
message via a preferred channel
for a certain audience.
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work hard to understand what face to face is the best channel.
your audience needs to know
and deliver it to them in a
compelling way. don’t focus on
me, me, me.
it is still all about relationships. never eat yellow snow.

26. effective communication blends
listening & engagement
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in the right proportion

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“...eventually every member of
staff [will] need to have some
level of responding power and
be empowered to use social
media to communicate and
build relationships with the
people around them”
@willmcinnes

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• over 8 million facebook fans
• over 3 million twitter followers
• 3 million online donors = $5 million

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"No matter how sophisticated
technology gets, we're reminded
daily that it's about people…”
Biz Stone, Twitter co-founder and director
of communications

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© launchpadplatform ltd
encourage community knowledge, discussion, debate, insight, confidence and action

32. Questions?
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