New Media: Transforming Organizational Communications

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    New Media: Transforming Organizational Communications - Presentation Transcript

    1. New Media: Transforming Organizational Communications Maurene Caplan Grey Research Fellow & Advisory Board Member, Society for New Communications Research
    2. New Media Challenges How will new media effect your organization?  What impact will new media have on inter-personal  and group communication? What types of e-newsletter, intranet and corporate  Web site changes should you plan for? What \"best practices\" should you follow when  collaborating with new media stakeholders?
    3. The Power of Hype and Sensibility Our competitors have a How many blogs does it blog. take to create blog-glut? Viral marketing reaches Will our target audience a larger audience than respond to viral traditional marketing. marketing? Innovation! Accountability
    4. Characteristics of New Media Experimental  Esoteric  Organic growth  Grassroots adoption  Beta  Atypical  Counter-culture  Cottage industries  Web 2.0  Human-powered 
    5. Organic Content Community of Content Communities Content lives in… Server cache  Desktop cache  Handheld device cache  Kiosk cache  Shared Web files  Shared local drives  With no federation across communities
    6. The Affects of New Media On Your Organization Grassroots adoption “Them” and “Us”   Mushrooming Communities closed to new   communities media neophytes Business process Organic; unsanctioned   integration Point products; operational Birth of new cottage   complexity industry Training; re-architecting Hybrid architectures   models develop, e.g., tags within a taxonomy
    7. The House That That Never Got Built
    8. Communication and Financial Performance An internal communications culture that aligns to the business strategy results in  29.5% increase in market value  26% total return to shareholders (1998 to 2002)  Employee turnover rates below or significantly below those of their industry peers Connecting Organizational Communication to Financial Performance — 2003/2004 Communication ROI Study, Watson Wyatt Worldwide, 2004
    9. Positive Effects of New Media on Communication Interest-specific “open” communities  Technology-specific “open” communities  Implicit trust within the community  Explicit trust between individual members  Feeling of connectedness 
    10. New Media Challenges Consumer and corporate users adopt new media  technologies and communities of choice. Specialized communities of communities develop.  Do you speak or ?  Some people will adapt to new media technologies  and communities in order to participate. Some people won’t adapt.  “I know more social networks than people” 
    11. “Technoculture” 60 Second Ideas Vidcast GoogleMaps Mashup IBM ShortCut #1: Beating Spyware Podcast
    12. Back to Basics: Who is Your Audience? Identify consumer and corporate user segments.  Identify lifestyles and ethnographic culture in  addition to traditional demographics. Identify desired business returns:  Idea creation  Self-service community  Morale improvement 
    13. Listen to Your Customers and Corporate Users Sincerity, sincerity, sincerity … “say what you mean  and mean what you say.” All senders and recipients are co-producers of the  communication’s message. Consider how different media will appeal to different  people. For example: Configure blogs and e-newsletters to allow both RSS and – email syndication. Configure group calendars to allow both RSS and iCAL – syndication. Innovate … Use podcasts for distance learning. –
    14. Match the Media to the Message Interactive New Media Traditional One-to-One Active Participation One-to-Many Many-to-Many Nurturing Communities Newspapers Magazines Newspapers Wikis, Blogs, TV Magazines Vidcasts, Podcasts Forums TV Comments Readers Co-creators Commentators Passive Audience Source: Adapted from a chart by Jim Faris, Management Information Group
    15. Building a Business Justification Improve Worsen Communication Business Value Communication Timeliness Reduced time to market Delays    Comprehension Error reduction Confusion    Enthusiasm Employee retention Complacency    Collaboration Higher quality of service Worker silos    Innovation Market leadership Stagnation   
    16. Include All Stakeholders RSS can be the vector for malicious code  Lowered productivity   The most prevalent time for English-language blog posts is between the hours of 10a and 2p U.S. PT (Technorati) Legal challenges   Blogger Jailed After Defying Court Orders  Latest Jailing of Journalist Sending A Message to Bloggers? User education; will spawn advanced education  Can feed collaboration, but is not collaboration in itself 
    17. Communication has emerged as a necessary object of attention in the 20th century, not because it’s new, but because it’s that portion of the social organism now undergoing elephantiasis. Marshall McLuhan (1969, Counterblast)
    18. Best Practices and Recommendations The media is the message.  Build creditability and trust by delivering information that your users care about.  Deliver the message though the media types that resonates with your users.  There is no absolute on the effectiveness of a participatory communications model.  Don’t expect everyone to “get it.”  Expect cultural attitudes to morph.  Beware of “corporate-speak.”  Dry run your new media powered message with a trusted focus group.  Engage a new media specialist  The specialist should not be an evangelist, rather have a keen sense of aligning  technology, human communications, corporate culture, competitive landscape and business goals.
    19. For Your Reading Pleasure When is a link not a link? Communication + Technology Insider July  2006. “With some very narrow exceptions, any content that is freely accessible on the Web is fair game for a link.” New PR Wiki. Started by Constantin Basturea. A repository of  information about how the PR practice is changing. PR and Marketing Podcasts Directory. OMPL compilation of topic-  relevant podcasts. Mashups: The new breed of Web app, An introduction to mashups.  Media Specialists Must Grasp Consumer-Generated Media . “…too  many advertising and media specialists are jumping in head-first with little appreciation or respect for this new world, which is fundamentally different.”

    + Maurene GreyMaurene Grey, 3 years ago

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