7/23/2012Since the dawn of time:What you can learn from baboons aboutsocial communicationKellen Europe | EuroConference | ...
7/23/2012 Prospero & Partners   An independent consultancy offering services in   strategy & sustainability, leadership & ...
7/23/2012   SOCIAL GROUPS FEEL GOOD                                                                                       ...
7/23/2012          This might be a social groupPhoto: CC-BY European People’s Party                                       ...
7/23/2012  There are lots of social groupsaround food and how to produce itPhoto: iStockphoto                             ...
7/23/2012               What social groups share                               •    Values                               •...
7/23/2012                Identify and analyze your                   bounded universePhoto: orgnet.com                    ...
7/23/2012                         Building blocks for                           successful social                         ...
7/23/2012              Monitor discussions convened              by others and research the              views held by you...
7/23/2012                         Curate existing content into                         new collections that create        ...
7/23/2012                              Be yourself.                              Let the personality                      ...
7/23/2012Kristen E. Sukalac• Consulting Partner, Prospero & Partners• Doctoral candidate in business  administration at th...
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What Baboons Can Teach You about Effective Communication

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Presented at the 2012 Kellen EuroConference in May, this talk gives an overview of the science that explains why networked, social communication is effective. Developed particular for an audience of trade associations, but relevant for any manager, these slides provide concrete tips on being more effective by focusing on a qualitative approach to communications.

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What Baboons Can Teach You about Effective Communication

  1. 1. 7/23/2012Since the dawn of time:What you can learn from baboons aboutsocial communicationKellen Europe | EuroConference | 15 May 2012 Photo: K. Sukalac cultivate change, harvest value cultivate change, harvest value Are you tweeting live? @Ksukalac @ProsperoAG #EuroConf12 cultivate change, harvest value 2 1
  2. 2. 7/23/2012 Prospero & Partners An independent consultancy offering services in strategy & sustainability, leadership & engagement and culture & change, with a focus on food and agricultural organizations. Association clients • European Biostimulants Industry Consortium • International Fertilizer Industry Association • Croplife International • European Crop Protection Association • International Diabetes Federation cultivate change, harvest value 3Photo: iStockphoto cultivate change, harvest value 4 2
  3. 3. 7/23/2012 SOCIAL GROUPS FEEL GOOD Photo: K. Sukalac cultivate change, harvest value 5 This is not a social groupPHOTO © European Union© Association des Architectes du CIC: Vanden Bossche sprl, CRV s.A., CDG sprl, Studiegroep D. Bontinck cultivate change, harvest value 6 3
  4. 4. 7/23/2012 This might be a social groupPhoto: CC-BY European People’s Party cultivate change, harvest value 7 You might find some MEPsacross the street in this social groupPhoto: © World Class cultivate change, harvest value 8 4
  5. 5. 7/23/2012 There are lots of social groupsaround food and how to produce itPhoto: iStockphoto cultivate change, harvest value 9 This probably is a social group Photo: CC- BY-NC Le.Mat (viaPHOTO © The Washington Post Flickr) cultivate change, harvest value 10 5
  6. 6. 7/23/2012 What social groups share • Values • Symbols • Group myths • Language • Passion • Emotions Photo: iStockphoto cultivate change, harvest value 11 The institutions, organizations and official networks you want to influence interface with social groups that can be your most effective channels of influencePhoto: iStockphoto cultivate change, harvest value 12 6
  7. 7. 7/23/2012 Identify and analyze your bounded universePhoto: orgnet.com cultivate change, harvest value 13 3 levels of communication, depending on how close people are in your network: 1. Shared worldview  transfer information/ knowledge 2. Ambiguities in meaning  translate into other’s terms and socialize them to your worldview 3. Different worldviews  negotiate new, shared meanings Source: iStockphoto cultivate change, harvest value 14 7
  8. 8. 7/23/2012 Building blocks for successful social communication Source: iStockphoto cultivate change, harvest value 15Don’t expect people to come to youto find out what you thinkYou must gowhereconversationsare alreadyhappeningSource: iStockphoto cultivate change, harvest value 16 8
  9. 9. 7/23/2012 Monitor discussions convened by others and research the views held by your network influencers Source: iStockphoto cultivate change, harvest value 17Photo:iStockphoto cultivate change, harvest value 18 9
  10. 10. 7/23/2012 Curate existing content into new collections that create value or shared meaning.Photo: iStockphoto cultivate change, harvest value 19 Lure relevant social actors with quality content that provides value Sources: iStockphoto cultivate change, harvest value 20 10
  11. 11. 7/23/2012 Be yourself. Let the personality of your organization and your people shine through. Source: iStock Photo: iStockphoto cultivate change, harvest value 21Summing upDefine and map your universe.Observe then engage.Say and do things that releaseendorphins.Be real. Be human. Be generous.Provide added value.Negotiate shared meaning.Nurture spokespeople the otherside trusts. Photo: iStockphoto cultivate change, harvest value 22 11
  12. 12. 7/23/2012Kristen E. Sukalac• Consulting Partner, Prospero & Partners• Doctoral candidate in business administration at the Université Paris Dauphine• Director at large of the Executive Board of the International Association of Business Communicators (IABC) 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 Photo: Courtesy of SalvoPhoto.com cultivate change, harvest value 23 Additional resources • The Gift – Marcel Mauss • Donner et prendre – Norbert Albert • Engaged Scholarship: A Guide for Organizational and Social Research – Andrew H. Van de Ven • Tribes – Seth Godin • From Lincoln to LinkedIn: The 55-Minute Guide to Social Communication – Mike Klein • Curation Nation – Steven Rosenbaum • “Integrative Framework for Managing Knowledge Across Boundaries” (2004) Organization Science – Paul Carlile cultivate change, harvest value 24 12

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