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The importance of being communicative (vers. 2014)

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What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial …

What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics).
How to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques.
Finally we outline which rules are essential: conversational and listening rules, blurring of public and private, storytelling, objectives and how everything is summarized in the editorial plan.

Published in: Education, Technology, Business

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  • 1. Communicate3 IED Lesson 7/2014 Frieda Brioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com
  • 2. 7. Communicate, communicate, communicate Course program 1. Italian Startups 2. Set up a startup in Italy 3. I've got an idea. And now? 4. Market and costs 5. Value analysis and business model 6. Business Model Examples and Pitch 7. Communicate 2
  • 3. 7. Communicate, communicate, communicate Today's table of content • Communication, communication and communication 3
  • 4. 7. Communicate, communicate, communicate Business model and Pitch: quick recap Past slides available on Slideshare @ubifrieda: https://www.slideshare.net/ubifrieda/ 4
  • 5. 7. Communicate, communicate, communicate Business model and Pitch: quick recap • Examples of Business Model • Community Models • Business Plan • Your Pitch 5
  • 6. 7. Communicate, communicate, communicate Needs 6
  • 7. 7. Communicate, communicate, communicate Landscape 7
  • 8. 7. Communicate, communicate, communicate Where are we? "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies." ! Cluetrain Manifesto, 1999 8 http://en.wikipedia.org/wiki/Cluetrain_Manifesto
  • 9. 7. Communicate, communicate, communicate Social Vs industrial media Some parameters: • Reach: global audience • Accessibility: government or corporate (privately owned)/generally available to the public at little or no cost • Usability: specialized skills and training/anyone with access can operate the means of social media production • Immediacy: instantaneous, days, weeks, or even months/instantaneous • Permanence: cannot be altered/can be altered almost instantaneously by comments or editing 9 http://en.wikipedia.org/wiki/Social_media
  • 10. 7. Communicate, communicate, communicate Social media • Online technologies and practices that people use to share text, image, video and audio. • Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." • They represent a change in how people learn, read and share information and contents: a blend between sociology and technology takes place and it tranforms a monologue (1-to- many) into a dialogue (many-to-many) and information result democratized, transforming persons from users to editors. 10
  • 11. 7. Communicate, communicate, communicate Social network Danah Boyd and Nicole Ellison define a social network as "a web- based services that allow individuals to: • construct a public or semi-public profile within a bounded system, • articulate a list of other users with whom they share a connection, and • view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site. 11 http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  • 12. 7. Communicate, communicate, communicate Networked publics/1 According to Danah Boyd, social network sites can be understood as networked publics which are simultaneously: • the space constructed through networked technologies and • the imagined community that emerges as a result of the intersection of people, technology, and practice 12 http://www.danah.org/papers/TakenOutOfContext.pdf
  • 13. 7. Communicate, communicate, communicate Networked publics/2 Four properties: • persistence • searchability • replicability • scalability 13 http://www.danah.org/papers/TakenOutOfContext.pdf ! Three dynamics: • invisible audiences • collapsed contexts • the blurring of public and private
  • 14. 7. Communicate, communicate, communicate14 http://www.copyblogger.com/history-of-social-media/
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  • 25. 7. Communicate, communicate, communicate Top 3 SN 25 http://vincos.it/2012/06/11/la-mappa-dei-social-network-nel-mondo-giugno-2012/
  • 26. 7. Communicate, communicate, communicate Most used SN in Italy 26 http://vincos.it/osservatorio-facebook/
  • 27. 7. Communicate, communicate, communicate Effective message 27
  • 28. 7. Communicate, communicate, communicate Why? If I write in a well-aimed and simple manner, I can obtain a double effect since: • my contents are shared by my followers and can reach a wider audience • my pagerank, and generally the presence of my brand on search engines, will increase 28
  • 29. 7. Communicate, communicate, communicate Customizing • Pages and profiles should always be customized and complete, since they're my public presentation. • I need to include at least: • a photo (my logo?) • a cover image • some information about me/my company. 29
  • 30. 7. Communicate, communicate, communicate Fixing • I can always modify my post: if (when!) I discover an error, I must fix it as soon as possible. • Besides, remember to add "content" to your posts, by including your opinion/doubts and not just publishing useful links. 30
  • 31. 7. Communicate, communicate, communicate Continuity • Try to publish fresh news at least once a day... ...but not too often. ! • Information overflow is a problem! 31
  • 32. 7. Communicate, communicate, communicate Groups • Join groups, since there you may: • Find useful info • Take part in discussions • Find customers/partners/etc. • Don't use groups ONLY as an adverting place, spamming is unfair (and often backfires). 32
  • 33. 7. Communicate, communicate, communicate Habits • Learn local habits and adopt them, or help in creating new habits. • Such as... • Friday on Twitter is Follow Friday #FF. • Thursday on Google+ is the moment to share interesting circles. 33
  • 34. 7. Communicate, communicate, communicate Immediacy Try to create immediate content: text and images are quick, few videos are ok, watch out for external links. 34
  • 35. 7. Communicate, communicate, communicate Time & day • During early morning and after dinner the online information flow is lower: I've more chance that my message reach my public. • For the same reason, Sunday is a great moment for publishing new contents. • But, mind!... 35
  • 36. 7. Communicate, communicate, communicate Time & day /2 ...That is not always true! • Some social media (Reddit, Friendfeed) rely on word of mouth to keep the focus on a news piece. • If you write when too few people is there to read and “up” your post, it will fade out quickly. • Be aware that some websites have more public during the working hours, some are more active in the night, some are more continuous (especially if they have a worldwide community). 36
  • 37. 7. Communicate, communicate, communicate37
  • 38. 7. Communicate, communicate, communicate Concise • Pay attention to lenght! • The message should be clear but not too long. • Length is related to which medium I'm using: • Twitter: 140 chars • Facebook: Few lines • Blog: Few paragraphs • Newspaper: Few pages 38
  • 39. 7. Communicate, communicate, communicate Diversifying • Remember that you can use as many ways of communicating as possible: beyond text/image/video, you can involve people with photo galleries and polls. • In some settings, sound, lights and movement are great attention catalysts. • Think of Steve Job's Keynotes! 39
  • 40. 7. Communicate, communicate, communicate URL shortener • Better avoided. • With a visible link, the user knows what to expect once he clicks. • If they are really needed, use an URL shortener that allows to give a custom name to your links. • Consider that some security systems blocks URL shorteners and redirects in order to prevent malware exploits. 40
  • 41. 7. Communicate, communicate, communicate Rules of engagement 41
  • 42. 7. Communicate, communicate, communicate Basic assumption "Markets are Conversations" Cluetrain Manifesto, 1999 42 http://en.wikipedia.org/wiki/Cluetrain_manifesto
  • 43. 7. Communicate, communicate, communicate Conversating • Join the conversations and answer to comments. • As in many other environments, on Social Networks it is critical to listen! 43
  • 44. 7. Communicate, communicate, communicate Listening • Listening is not only a matter of courtesy, but a powerful instrument that can let you: • Discover the environment and its opinion leaders • Measure the “sentiment” of a brand/product and its competitors • Improve the management of communication, especially on social media • Enhance CRM 44
  • 45. 7. Communicate, communicate, communicate Roles • Present yourself with an official profile whenever needed. • If you want a more direct and involving communication, set up some personal profiles for your key figures. • Human relations are more pleasant and well received. 45
  • 46. 7. Communicate, communicate, communicate Editorial plan 46
  • 47. 7. Communicate, communicate, communicate Rules External • Rules of engagement for my readers • Moderation • Etiquette • Stay in topic 47 Internal • Your communication must be uniform • Decide who decides what • Keep a regular schedule • Make clear who should answer
  • 48. 7. Communicate, communicate, communicate Spreading • The channels I oversee (not necessarily the channels I own) must be advertised and the word spread: on your website, newsletters and events. • Linking a company profile to a “person” (true or fake) profile could be a plus. • Your employees/partners could be your best presentation. 48
  • 49. 7. Communicate, communicate, communicate Press release • Include your social channels in the press releases! (mostly FB and Twitter) • Text should be tought out to be shared, too. 49
  • 50. 7. Communicate, communicate, communicate Objectives To make measured evaluations, you need targets: • Increase the number of followers • Increase the daily interactions • Increase the percentage of readers coming to the website from Social Networks • Increase the number of subscribers coming from SNs 50
  • 51. 7. Communicate, communicate, communicate Tecniques • Observe and copy what you think interesting • Answer. At least once a day. Readers must not always be the first to interact, must they? • Sometimes, share informations not strictly correlated to your business • Be personal, impersonal is not sexy • Keep in mind that a question mark every now and then is important. 51
  • 52. 7. Communicate, communicate, communicate Storytelling • Use SNs to tell stories, not only the core of your business. • If you set up an event, tell something about it, its background, challenges, successes etc. • Create expectations (and meet them) • Narrate the everyday life of the agency/company: a photo of the team, a personal touch... 52
  • 53. 7. Communicate, communicate, communicate Get a plan! To make a good plan, you need: 1. Analysis 2. Strategy 3. Action 3bis.Luck 53
  • 54. 7. Communicate, communicate, communicate Analysis • Is anyone talking about me online? • Where? How? • (Is the presence on that channel worthy?) ! • What do my competitors do? • What they do well? • What can I learn from them? 54
  • 55. 7. Communicate, communicate, communicate Strategy • What channel I decided to oversee? • What are the targets for each channel? • BE SMART (Specific, Measurable, Attainable, Relevant, Timed) 55
  • 56. 7. Communicate, communicate, communicate Actions • Actions must not be unrelated from each other. • Integration is the word: newsletter, websites, events, all the ways of communications must be coordinated 56
  • 57. 7. Communicate, communicate, communicate One last word • Social media are a marketing tool (too). 57
  • 58. 7. Communicate, communicate, communicate Next week • Being net. ! ! ! 58

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