5 Communication Principles To Guide Web20 Innovation

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The 5 principles behind our audience-centered methodology to create innovative Web 2.0 or social media solutions.

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5 Communication Principles To Guide Web20 Innovation

  1. 1. 5 Communication Principles to guide Web 2.0 Innovation
  2. 2. 5 principles of audience-centered communication which can guide the creation of new solutions.
  3. 3. What aspects of how people behave is not accounted for in other approaches? <ul><li>People </li></ul><ul><li>behave in a social context and within communities </li></ul><ul><li>Communication within communication is key. </li></ul><ul><li>Messages within a community usually take priority over messages from the outside. </li></ul><ul><li>make decisions based on emotional, logical and social concerns </li></ul><ul><li>Decision making is also based on how the community perceives you for making that decision. </li></ul><ul><li>must be motivated to behave. </li></ul><ul><li>Wanting to do something vs having to do it creates a huge in the rate of success. </li></ul>
  4. 4. How do you create a audience centered Web 2.0 solution?: <ul><li>Audience Centered Communication Principles </li></ul><ul><li>Interactivity </li></ul><ul><li>Response is obvious and easy </li></ul><ul><li>Connections </li></ul><ul><li>With people whether inside the organization or among the audience </li></ul><ul><li>Outreach </li></ul><ul><ul><li>An audience of Communities not demographics </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Human voice </li></ul></ul><ul><ul><li>Individualized Content </li></ul></ul><ul><li>Empowerment </li></ul><ul><li>Audience is invested in the message and outcome </li></ul>
  5. 5. Interactivity- Make response obvious/easy
  6. 6. What makes up Web 2.0?: Audience Centered Communication Principles <ul><li>Interactive </li></ul><ul><li>Response is obvious and easy </li></ul><ul><li>Connections </li></ul><ul><li>With people whether inside the organization or among the audience </li></ul><ul><li>Outreach </li></ul><ul><ul><li>An audience of Communities not demographics </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Human voice </li></ul></ul><ul><ul><li>Individualized Content </li></ul></ul><ul><li>Empowerment </li></ul><ul><li>Audience is invested in the message and outcome </li></ul>
  7. 7. Connections to people. Within the organization and among the audience Wal-mart
  8. 8. Success Stories: Wal-mart and 11moms
  9. 9. Success Stories: American Cancer Sociey <ul><li>RelayforLife.org Online community </li></ul><ul><ul><li>3.5 million members </li></ul></ul><ul><ul><li>“ The site doesn’t simply focus on inciting users to get involved in existing relay events, but also serves as a resource members can use to organize events in their local communities. Encourages both activism and leadership. “ </li></ul></ul><ul><ul><li>Outreach through other OSNs, twitter, secondlife, facebook, youtube and many real communities </li></ul></ul><ul><ul><li>Secondlife only raises $90,000 or so but is a huge press attention getter. </li></ul></ul><ul><ul><li>Steady supply of young volunteers. </li></ul></ul><ul><ul><li>Deliver toolkits and coordination to their volunteers. </li></ul></ul><ul><ul><li>1.5 billion ear </li></ul></ul>
  10. 10. Success Stories-Proctor & Gamble <ul><li>600,000 strong community of testers, evangelists, </li></ul><ul><li>Cut R&D budget </li></ul><ul><li>New product/marketing testing </li></ul><ul><li>Connect & Develop is their internal program to obtain 50% of their new product and service ideas from the outside by 2010. The old term &quot;not invented here&quot; had been replace by &quot;proudly found elsewhere&quot;. Pringles Prints is an example of a Connect & Develop product.  </li></ul><ul><li>P&G also has an association with Innocentive , a company that employs over 90,000 scientists who work to solve open challenges posted by companies seeking solutions. Solvers can make as much as $30,000 when their solutions are chosen by seeking companies.   </li></ul><ul><li>Leveraging P&G's in-depth consumer understanding and trusted brands, the partnership developed new ways to market to women including content sponsorship, product promotion and advertising. P&G also utilized Women.com's unique in-house research capabilities to better understand women online. </li></ul>
  11. 11. What makes up Web 2.0?: Audience Centered Communication Principles <ul><li>Interactive </li></ul><ul><li>Response is obvious and easy </li></ul><ul><li>Connections </li></ul><ul><li>With people whether inside the organization or among the audience </li></ul><ul><li>Outreach </li></ul><ul><ul><li>An audience of Communities not demographics </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Human voice </li></ul></ul><ul><ul><li>Individualized Content </li></ul></ul><ul><li>Empowerment </li></ul><ul><li>Audience is invested in the message and outcome </li></ul>
  12. 12. Become a participant and possibly community leader.
  13. 13. Success Stories: Wine Library TV with Gary Vaynerchuk <ul><li>. </li></ul><ul><li>Initially having found success as a video blogger - his wine show attracts 80,000 viewers daily - the “social media sommelier” is out to conquer the world with TV appearances, a Hollywood agent, and a book already in sixth place on Amazon’s Cooking, Food & Wine section. In keeping his fans constantly abreast via e-mail, Facebook, Twitter, and countless other social networks, </li></ul>
  14. 14. Outreach-Don’t just target an audience. <ul><li>Become a participant in the communities which are critical to your success. </li></ul>
  15. 15. What makes up Web 2.0?: Audience Centered Communication Principles <ul><li>Interactive </li></ul><ul><li>Response is obvious and easy </li></ul><ul><li>Connections </li></ul><ul><li>With people whether inside the organization or among the audience </li></ul><ul><li>Outreach </li></ul><ul><ul><li>An audience of Communities not demographics </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Human voice </li></ul></ul><ul><ul><li>Individualized Content </li></ul></ul><ul><li>Empowerment </li></ul><ul><li>Audience is invested in the message and outcome </li></ul>
  16. 16. Relevance-content <ul><li>Is your content and branding tested with your targeted audiences so you know they immediately find it personally relevant and interesting? </li></ul>Good. Not so Good.
  17. 17. Relevance-Usability <ul><li>Is your content organized, visually attractive and easy to navigate after initial interest is gained? </li></ul>Good. Not so Good.
  18. 18. Relevance-A Human Voice <ul><ul><li>Does your content sound approachable and welcoming or does it read like a stock prospectus? </li></ul></ul>Good. Not so Good.
  19. 19. Relevance-Individualization
  20. 20. Relevance- Toto, I don’t think we are in the website anymore. <ul><li>Online Social Networks </li></ul><ul><li>Desktops </li></ul><ul><ul><li>Desktops </li></ul></ul><ul><ul><li>Windows </li></ul></ul><ul><ul><li>Gadgets </li></ul></ul><ul><ul><li>Screensavers </li></ul></ul><ul><ul><li>Background </li></ul></ul><ul><ul><li>Browsers </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Mini Web pages </li></ul></ul><ul><ul><li>Subscribed Text Messages </li></ul></ul><ul><li>Paid Space </li></ul><ul><ul><li>Text Ads </li></ul></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><li>Web Sites </li></ul><ul><ul><li>YOUR SITE!!! </li></ul></ul><ul><ul><li>Exchanges </li></ul></ul><ul><ul><li>Affiliated Sites/Common Cause Sites </li></ul></ul><ul><li>Social Content </li></ul>
  21. 21. What makes up Web 2.0?: Audience Centered Communication Principles <ul><li>Interactive </li></ul><ul><li>Response is obvious and easy </li></ul><ul><li>Connections </li></ul><ul><li>With people whether inside the organization or among the audience </li></ul><ul><li>Outreach </li></ul><ul><ul><li>An audience of Communities not demographics </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Human voice </li></ul></ul><ul><ul><li>Individualized Content </li></ul></ul><ul><li>Empowerment </li></ul><ul><li>Audience is invested in the message and outcome </li></ul>
  22. 22. Empowerment <ul><li>How does the community know that they are heard? </li></ul><ul><li>Do they believe their input matters? </li></ul><ul><li>How have you linked your goals with the goals of the community? </li></ul><ul><li>What evidence do you provide? </li></ul>
  23. 23. Empowerment-Example Donate Rice <ul><li>Instantly knew your impact </li></ul><ul><li>Could follow the community’s impact </li></ul><ul><li>Recognition for high achievement </li></ul>
  24. 24. Crowding Sourcing: Empowerment + Networked Audience Intelligence <ul><li> Finding Gold with Web 2.0 </li></ul><ul><li>Goldcorp Case Study Goldcorp owned a 50 year-old mine in Red lake Ontario. Company geologists knew there was gold in the mine but not exactly where (expensive to make mistakes). </li></ul><ul><li>After hearing of the success of Linux, CEO Rob McEwen had an idea to use crowdsourcing to find the gold. </li></ul><ul><li>Industry protocol is to NEVER release geological data. EE’s were also concerned over their standing in industry “what you can’t find your own gold?” </li></ul><ul><li>Interesting people joined the challenge: Students, military, physicists, computer graphics </li></ul><ul><li>Australian company Fractal Graphics won the competition by applying science of geographic information system (GIS) to the “flat” Goldcorp data. Fractial never visited the mine. </li></ul>
  25. 25. Success Stories: Dell Crowding Sourcing and Blogs <ul><li>Over 20 products from ideastorm have gone to market. </li></ul>

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