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Iabc africa oct2011_ss
 

Iabc africa oct2011_ss

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Socia media gadgets have distracted us from the basic principles of human science underlying social communications. This presentation highlights some of the science between the communication ...

Socia media gadgets have distracted us from the basic principles of human science underlying social communications. This presentation highlights some of the science between the communication revolution and gives tips on how to apply it, even if you don't have access to fancy technology.

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    Iabc africa oct2011_ss Iabc africa oct2011_ss Presentation Transcript

    • Since the dawn of time: Social communication is revolutionary, but not newIABC Africa Regional Conference | “The Communication Revolution” | 12-14 October 2011© Prospero & Partners cultivate change, harvest value cultivate change, harvest value©
    • WHAT DO WE MEAN BY REVOLUTION? cultivate change, harvest value© 2
    • Creating a new order? Delacroix: Liberty leading the people cultivate change, harvest value© 3
    • Or going back to the starting point? Source: Jack Williams, The USA Today Weather Book cultivate change, harvest value© 4
    • Communication is NOT changing radically. Technology is just catching up with the way people naturally interact. Source: iStock cultivate change, harvest value© 5
    • Communication is inherently social. It is not complete until a message has been received and understood. Source: iStock cultivate change, harvest value© 6
    • Who communicates like this? Matriarch Grandparents1.2 Grandparents3 Grandparents4 Parents1 Parents2 Parents3 Parents4 Child1 Child2a Child2b Child3 Child4 cultivate change, harvest value© 7
    • Natural communication looks more like Matriarch the left, with each exchange being mutual Grandparents1.2 Grandparents3 Grandparents4 Parents1 Parents2 Parents3 Parents4 Child1 Child2a Child2b Child3 Child4 cultivate change, harvest value© 8
    • People with common interests congregate, Matriarch whether to talk about parenting Grandparents1.2 Grandparents3 Grandparents4 Parents1 Parents2 Parents3 Parents4 Child1 Child2a Child2b Child3 Child4 cultivate change, harvest value© 9
    • Or tennis Matriarch Grandparents1.2 Grandparents3 Grandparents4 Parents1 Parents2 Parents3 Parents4 Child1 Child2a Child2b Child3 Child4 cultivate change, harvest value© 10
    • Be an anthropologist to find the tribes in your organization.“Anthropologists!Anthropologists!” Source: Gary Larson cultivate change, harvest value© 11
    • What are you looking for? 1. Personal networks 2. Alumni networks (schools and former employers) 3. Sports and other leisure networks 4. Functional networks 5. Age cohorts cultivate change, harvest value© 12
    • Then become a sociologist to understand how they work. Source: Bing Destinations cultivate change, harvest value© 13
    • Source: Peter Morville on Social Network Analysis at http://semanticstudios.com/publications/semantics/000006.php cultivate change, harvest value© 14
    • Susan is a "connector" with 6 direct links to other nodes. Claudia has only 3 connections but holds a powerful position as the sole "boundary spanner" between different groups. Sarah and Steven have the shortest paths to all others. They have an excellent view of whats going on. Source: Peter Morville citing David Krackhardt and Valdis Krebs cultivate change, harvest value© 15
    • An Excel file is enough to analyze the social networks inside your organization. cultivate change, harvest value© 16
    • Or even easier than finding tribes, provideopportunities for them to come together out in theopen Sources: iStock cultivate change, harvest value© 17
    • How to communicate effectively across boundaries? Dialogue and negotiation to create new meanings – stakeholder relations Ambiguities in meanings. Need to put info in the others’ terms and to socialize new participants. Shared worldview, talk the same language, classic knowledge management Source: Paul Carlile, “Integrative Framework for Managing Knowledge Across Boundaries”, 2004, Organization Science cultivate change, harvest value© 18
    • WHAT ARE THE DANGERS OF USING THE WRONG TYPE OF COMMUNICATION ? cultivate change, harvest value© 19
    • Factual media articles may influence the undecided, but can harden the views of the “opposition” Sources: Kuklinski, Genentech Graphics Department Nyhan, iStock cultivate change, harvest value© 20
    • Aristotle was right 2. Deploy the message and its logical arguments Ethos Logos 3. Use the credibility, legitimacy and authority of the Pathos speaker or a cause to 1. Stir the emotions, beliefs, demonstrate why values, knowledge and the message is imagination right. Source: Andrew Van de Ven cultivate change, harvest value© 21
    • Ask the audience how you should translate the message 1. Conduct preliminary research to better understand how to frame information so it is understood and “approved” by your audiences 2. Pre-test messages and channels to ensure they are effective BEFORE investing resources in the full roll-out. Source: iStock cultivate change, harvest value© 22
    • Curate existing information to create value and shared meaning. cultivate change, harvest value© 23
    • Be authentic to be credible. Let the personality of your organization and your people shine through. Source: iStock cultivate change, harvest value© 24
    • Practice generalized reciprocityStop thinking in transactions.Contribute to the social network knowingthat someday you’ll get somethingvaluable back. Sources: Meilleur de soi (image), Marcel Mauss The Gift (via Norbert Albert Donner et prendre) cultivate change, harvest value© 25
    • When designing business communications, remember: We first learn about the world through images, sounds, taste, touch and smell. Then we begin to understand spoken words. Then we learn to read. Source: iStock cultivate change, harvest value© 26
    • Kristen E. Sukalac• Partner & Senior Advisor, Prospero• Doctoral candidate in business administration at the Université Paris Dauphine• Director at large of IABC’s International Executive Board For more information kristen@prospero.be | www.prospero.be Mob: +33 6 99 51 94 34 | Office: +33 1 40 91 05 70 Blog: http://ksukalac.posterous.com/ Twitter: @Ksukalac LinkedIn: http://fr.linkedin.com/in/kristensukalac cultivate change, harvest value© 27