The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did. With the only difference that what they used to do in print, TV or radio, they now do it on the Internet. Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches. To make corporate communications effective and economically sustainable in the near future, companies need to: a) better understand the changes that have taken place and b) openly embrace a new way of communicating and sharing information with their customers. The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them. The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.
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The Future of Sustainable Communications - EkoDesign 2013 Istanbul
- 1. TheFutureof SustainableCommunications Seven Key Transformative Changes for 21° Century Companies April 2013Istanbul
- 2. The key obstacle you may have to overcome is the ability to abandon your old communication and marketing habits for new, radically different ones
- 4. Think back of it: What characterized the communication approach of the mass media era?
- 7. Yelling
- 10. Targeting
- 17. Interrupting
- 20. Showiingoff
- 23. Persuading
- 24. Review: Mass-Media Style Communication
- 25. 1. Yellasloudasyoucan Review: Mass-Media Style Communication
- 26. 1. Yellasloudasyoucan 2. Targetwhereyoucanhitthemost Review: Mass-Media Style Communication
- 27. 1. Yellasloudasyoucan 2. Targetwhereyoucanhitthemost 3. Interruptasfrequentlyaspossible Review: Mass-Media Style Communication
- 28. 1. Yellasloudasyoucan 2. Targetwhereyoucanhitthemost 3. Interruptasfrequentlyaspossible 4. Showoffatanypriceinanycircumstance Review: Mass-Media Style Communication
- 29. 1. Yellasloudasyoucan 2. Targetwhereyoucanhitthemost 3. Interruptasfrequentlyaspossible 4. Showoffatanypriceinanycircumstance 5. Persuadecustomersaboutwhattodo Review: Mass-Media Style Communication
- 33. Today, there are TWO ways that new clients can find you
- 34. a) Via a Google Search
- 35. or...
- 36. b) by asking your friends... Photo credit: Glamour.com
- 37. ...or other people you trust on your favorite social networks
- 39. Thisiswhytwothingsareessential tobesuccessfulonlinetomorrow: a) to be easily findable b) to have a good reputation
- 41. 3. 7 New Trends that revolutionize the way to communicate and market online
- 42. 1) from broadcasting to
- 43. 1) from broadcasting to Intercepting specific needs
- 44. “Remote monitoring of construction works” remontech.com
- 46. 2) from targeting demographics
- 47. 2) from targeting demographics To intercepting “tribes”
- 48. architectmap.net
- 52. To becoming relevant 3) from interrupting
- 56. 4) from showing off
- 57. 4) from showing off To educating and informing
- 58. iq.intel.com
- 60. Social Media in Action A Comprehensive Guide for Architecture, Engineering, Planning and Environmental Consulting Firms By Amanda Walter & Holly Berkley amazon.com/gp/product/0985146915
- 62. 5) from persuasion To listening
- 67. 6) from hiding customers
- 68. 6) from hiding customers To showcasing them
- 70. grasshopper.com
- 72. 7) from brand creation
- 73. 7) from brand creation To building trust
- 74. from being a fastidious “brand”
- 75. to becoming a “true and trusted”
- 76. to becoming a “true and trusted” friend-partner
- 77. Review
- 82. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting NewOld
- 89. Stop selling, build long-lasting relationships
- 90. Find this presentation here: http://slideshare.net/RobinGood/YEMDesign2013