El Hexagon: A holistic model of communication

el hexagon © TOTAL IDENTITY 2009 Total Active Media Martijn Arts

It all starts with one dot. Kennis © TOTAL IDENTITY

However, this is a hexagon. Kennis © TOTAL IDENTITY

De topview of slab of basalt. Kennis © TOTAL IDENTITY

Of a honeycomb. Kennis © TOTAL IDENTITY

But we’re talking about Kennis communication... © TOTAL IDENTITY

All communication starts Kennis with the person to whom you want to communicate with. © TOTAL IDENTITY person

Every person is somehow Kennis engaged in some kind of process in his of her professional life. son per © TOTAL IDENTITY process

This process is often Kennis triggered by the organization that this person works for or studies at. So process is the link between person and organization. per son s ces pro © TOTAL IDENTITY organization

The organization itself is Kennis using tools to communicate. In this story i’m focussing on the online tools. person pro ces s n tio iza an org (online) © TOTAL IDENTITY channel

The organization uses Kennis these tools - or parts of it - to tell (or to sell). Therefore, a tool is the link between the organization and the market. process org son an per iza tio n cha line) el nn (on © TOTAL IDENTITY market

The market is connected Kennis with every person by some form of contact. organization (on nnel cha s ces lin e) pro et per rk ma son © TOTAL IDENTITY contact

To illustrate a person i’ve Kennis used the well-known AIDA model. (online) channel n tio ma iza rke an t org t tac pro action con ces s desire © TOTAL IDENTITY interest attention person

The communication- Kennis process can be arranged as the AIDA model. Some parts are coordinated locally, but most of them are loosely controlled or even entirely free. market cha line) con el nn tac (on t ion org act ire st des an central ere n iza tio int tio central en son n decentral att per © TOTAL IDENTITY decentral free process

An organization has Kennis multiple similarities with society, in which the person is situated in the core and the organization itself at the top. contact per att son en t int rke tio ere ma n des st ire act ion l tra en l l dec tra cen tra (on nnel l cen tra cha lin corporate cen e) e de fre s ces business unit pro © TOTAL IDENTITY department / group individual staff organization

A website is no longer the Kennis only online tool. More and person more communication conveys via social media and thus ‘ bottom-up’ . attention interest pro ces desire fre s dec t e tac en action cen entra dec tral tra con tra l cen l l e rat up it un po gro cor ess aff ma t/ sin site l st en rke bu rtm ion ua brand t zat ivid a (landingpages) dep ani org ind © TOTAL IDENTITY communities social media (online) channel

Traditionally, the market Kennis was divided in the general process public and the targets. Due to new media, personal contact and free contact with, small, speciﬁc groups has really improved. decentral ind org dep son ani n ivid central tio zat per art decentral ion ua en st me bu ere l st att central sin nt ire int aff ess / cor des gro ion po un act rat up it e ) es e sit pag nd rand ies ing con nit dia b public mu me tac l e (la ann com t ial ) ch target group soc line © TOTAL IDENTITY (on longtail personal markt

The contact between a Kennis person and the market is organization occasionally passive via broadcasting but sometimes via one to one individual staff contact, and every variety in between. department / group (on line soc s ces ) ch business unit pro ial com e ann l fre tra me el (la mu en corporate en l l nd dec tra dia tra bra gpag nit dec in cen nd es) ie l tra sit s en e c act p c bli u gro ion pu des int il get one2many ire gta att e al (broadcast) tar res lon son en t per t tio rke one2few per son ma n © TOTAL IDENTITY few2few one2one contact

This sums up a diagram. Kennis Meet ‘el hexagon’. (online) channel social media communities aff ion ma up zat l st per brands rke gro ani (landingpages) ua t org son lon t/ it ivid tar un en gta al site get ess rtm ind e il rat gro pu sin a po bli dep up bu cor c oad any t) ce cas (br e2m ntr cen entra ew dec on al dec e2f w tra l action 2fe on l ne en few tra fre e2o t pro desire tac l e on ces con s © TOTAL IDENTITY interest attention person

The core of ‘el hexagon’ Kennis illustrates the traditional (online) channel communication method: corporate to the public. social media communities aff ion ma up zat l st per brands rke gro ani (landingpages) ua t org son lon t/ it ivid tar un en gta al site get ess rtm ind e il rat gro pu sin a po bli dep traditional up bu cor c communication oad any t) antique? ce cas (br e2m ntr cen entra ew dec aal on dec e2f w tra l action 2fe on l ne en few tra fre e2o t pro desire tac l e on ces con s © TOTAL IDENTITY interest attention person

t) cas c bli oad any pu (br e2m on up gro ew e2f get on tar il w gta 2fe lon few al ne son e2o per on t Kennis t rke tac ma con communication user-generated social media (online) channel attention modern hype? person ion s Once folded out: user-generated! ces zat ind ani pro ivi du org e dep al s fre a rtm taf al e nt f ntr e bu si / g rou dec l ne p tra l ss un cen tra en it co r dec l po rat tra cen © TOTAL IDENTITY e

In my opinion, the Kennis exploded hexagon is only temporary interesting. It is a hype.Too much attention to bottom-up. Not to say that buttom-up isn’t important! © TOTAL IDENTITY

That is why i’ve been Kennis researching a new model. Back to ‘el hexagon’. © TOTAL IDENTITY

I‘ve noticed the necessity Kennis to look outside the model, in another direction. © TOTAL IDENTITY

Instead of looking in the Kennis same dimensions, a new dimension has been added; a third dimension. (online) channel ion ma izat rket gan orp roc t ess ac cont person © TOTAL IDENTITY

The ﬁrst stone resembles Kennis what has previously been the traditional communication principle. Note that this principle is still effective and efﬁcient in many cases. (online) channel ti on ma rk an iza et org pro ces ac t s cont person cen y tra an l e 2m on action © TOTAL IDENTITY

Wherever diversiﬁcation Kennis is necessary, traditional communication already has many theories and models that can prove useful for targeted communication. (online) channel ion ma izat rket gan orp roc t ess ac cont person cen y tra an l e 2m on action cen dec tral ew en e2f tra on l desire © TOTAL IDENTITY

The more modern stone in Kennis the diagram depicts the non-central communication focussing (online) channel on the curious individual ti on ma rk iza et in few2few gan orp communication, often in roc t ess ac the area of organized cont groups: the communities. person cen y tra an l e 2m on action ce dec ntral ew en e2f tra on l desire dec w en tr al w 2fe fe interest © TOTAL IDENTITY

The stone at the bottom (online) channel Kennis ion ma resembles the bottom-up zat rket gani communication: free, orp roc t one2one and focussed on ess tac the curious individual. person con With this model the two bottom stones are more modern while the top cen y tra an stone is the classic l e 2m on method. action ce dec ntral ew en e2f tra on l desire dec en few tral fe w2 interest © TOTAL IDENTITY fre e e 2on one attention

Due to the difﬁculty of Kennis displaying 3D, i’ll return to the 2D view. However, keep the 3D visual in mind! In which all stones share the same degree of importance. © TOTAL IDENTITY

So the core is no longer Kennis ‘old-fashioned’ traditional (online) channel communication, but top- down communication in which the classic models social media can be used well. communities aff ion ma p zat l st rou per brands rke ani (landingpages) ua t /g org son lon it ivid tar nt un gta al site me get ess ind e il art rat gro pu sin po bli dep up bu cor c top-down communication oad any t) ce cas (br e2m ntr cen entra ew dec aal on dec e2f w tra l action 2fe on l ne en few tra fre e2o t pro desire tac l e on ces con s © TOTAL IDENTITY interest attention person

The ring surrounding the Kennis core depicts the targeted (online) channel communication - with differentiated communication; social media paramount for achieving the right target with the right tool. communities aff ion ma up zat l st per brands rke ani gro (landingpages) ua t org son lon t/ it ivid un doe en gta al site ess rtm ind lgr e il rat pu sin oep a po bli dep bu cor c oad any t) cen cas (br e2m cen entra dec ew tra on tra al dec e2f w l action 2fe al on ne en few tra fre e2o targeted communication t pro desire tac l e on ces con s © TOTAL IDENTITY interest attention person

To me, the emerging Kennis groups - the communities (online) channel - are most interesting. Reach these groups via leading edge users and social media managing consists of massaging, networking and the managing the communities aff ion ﬂow of the ma zat l st communication. per brands rke ani t (landingpages) ua t n org son me lon it ivid tar un art gta al site get ess ind dep e il rat gro pu sin po bli up bu cor c oad any t) ce cas (br e2m ntr cen entra ew dec on al dec e2f w tra l action 2fe on e l ne ntr few fre e2o aal t pro desire tac e on ces con s © TOTAL IDENTITY interest community communication attention person

The hip outer ring belongs Kennis to the bottom-up (online) channel communication. Very interesting and deﬁnitely here to stay, though too social media much of a hype right now. There’s more than one route to Rome. communities ion ma up zat per brands rke ani gro (landingpages) t org son lon t/ it tar un n gta al site get me ess e il art rat gro pu sin po bli dep up bu cor c oad any t) ce cas (br e2m ntr cen entra ew dec on al dec e2f w tra l action 2fe on l ne en few tra e2o vri t pro desire tac l j on ces con s © TOTAL IDENTITY interest bottum-up communication attention person

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El Hexagon: A holistic model of communication

by Martijn Arts on Oct 09, 2009

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