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TheFutureofSustainableCommunicationsSeven Key Transformative Changes for 21° Century CompaniesApril 2013Istanbul	  
The key obstacle you may have to overcome isthe ability to abandon your oldcommunication and marketing habitsfor new, radi...
Recognize your past1.
Think back of it:What characterizedthe communication approachof the mass media era?
Yelling
Targeting
Interrupting
Showiingoff
Persuading
Review: Mass-Media Style Communication
1.  YellasloudasyoucanReview: Mass-Media Style Communication
1.  Yellasloudasyoucan2.  TargetwhereyoucanhitthemostReview: Mass-Media Style Communication
1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  InterruptasfrequentlyaspossibleReview: Mass-Media Style Communica...
1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  Interruptasfrequentlyaspossible4.  Showoffatanypriceinanycircumst...
1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  Interruptasfrequentlyaspossible4.  Showoffatanypriceinanycircumst...
the “fastidious”brand
Reorient yourself2.
Today, there are TWO waysthat new clients can find you
a) Via a Google Search
or...
b) by asking your friends...Photo credit: Glamour.com
...or other people you truston your favorite social networks
(somuchso,thatnowGoogleandBingareservingyousearchresultsthatreflectwhatyourfriendslike,shareandfaveonsocialnetworks.)
Thisiswhytwothingsareessentialtobesuccessfulonlinetomorrow:a)  to be easily findableb)  to have a good reputation
So,giventhesepremises,whatshouldyoubedoing?
3.7 New Trendsthat revolutionize the wayto communicate and market online
1) from broadcasting to
1) from broadcasting toIntercepting specific needs
“Remote monitoring of construction works”remontech.com
“Aerial architectural photography”halifaxarchitectural.ca/aerial-architecture-photography.html
2) from targeting demographics
2) from targeting demographicsTo intercepting “tribes”
architectmap.net
getlittlebird.com
linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about
3) from interrupting
To becoming relevant3) from interrupting
theconstructionindex.co.uk
buildersconference.co.uk
mustseemap.klm.com
4) from showing off
4) from showing offTo educating and informing
iq.intel.com
remontech.com/category/media
Social Media in ActionA Comprehensive Guidefor Architecture, Engineering, Planning and Environmental Consulting FirmsBy Am...
5) from persuasion
5) from persuasionTo listening
starbucks.com/coffeehouse/learn-more/my-starbucks-idea
twitter.com/comcastcares
ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
6) from hiding customers
6) from hiding customersTo showcasing them
fiestamovement.com
grasshopper.com
grasshopper.com/happy-customers/
7) from brand creation
7) from brand creationTo building trust
from being a fastidious“brand”
to becoming a “true and trusted”
to becoming a “true and trusted”friend-partner
Review
Approaches ComparedddddddddNewOld
Approaches ComparedScreamingddddddddNewOld
Approaches ComparedScreamingddddddddTargetingNewOld
Approaches ComparedScreamingddddddddTargetingInterruptive,DistractingNewOld
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewOld
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOld
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldIntercepting
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTri...
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTri...
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTri...
Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewInterceptingTribeFindingContextual...
Stop selling,build long-lasting relationships
Find this presentation here:http://slideshare.net/RobinGood/YEMDesign2013
www.MasterNewMedia.orgPOP.robingood.itTwitter.com/RobinGoodFacebook.com/RobinGoodYoutube.com/RobinGoodBit.ly/POPCampusApri...
Photo credits: Shutterstock.com
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
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The Future of Sustainable Communications - EkoDesign 2013 Istanbul

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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.

Published in: Business, Travel

The Future of Sustainable Communications - EkoDesign 2013 Istanbul

  1. 1. TheFutureofSustainableCommunicationsSeven Key Transformative Changes for 21° Century CompaniesApril 2013Istanbul  
  2. 2. The key obstacle you may have to overcome isthe ability to abandon your oldcommunication and marketing habitsfor new, radically different ones
  3. 3. Recognize your past1.
  4. 4. Think back of it:What characterizedthe communication approachof the mass media era?
  5. 5. Yelling
  6. 6. Targeting
  7. 7. Interrupting
  8. 8. Showiingoff
  9. 9. Persuading
  10. 10. Review: Mass-Media Style Communication
  11. 11. 1.  YellasloudasyoucanReview: Mass-Media Style Communication
  12. 12. 1.  Yellasloudasyoucan2.  TargetwhereyoucanhitthemostReview: Mass-Media Style Communication
  13. 13. 1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  InterruptasfrequentlyaspossibleReview: Mass-Media Style Communication
  14. 14. 1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  Interruptasfrequentlyaspossible4.  ShowoffatanypriceinanycircumstanceReview: Mass-Media Style Communication
  15. 15. 1.  Yellasloudasyoucan2.  Targetwhereyoucanhitthemost3.  Interruptasfrequentlyaspossible4.  Showoffatanypriceinanycircumstance5.  PersuadecustomersaboutwhattodoReview: Mass-Media Style Communication
  16. 16. the “fastidious”brand
  17. 17. Reorient yourself2.
  18. 18. Today, there are TWO waysthat new clients can find you
  19. 19. a) Via a Google Search
  20. 20. or...
  21. 21. b) by asking your friends...Photo credit: Glamour.com
  22. 22. ...or other people you truston your favorite social networks
  23. 23. (somuchso,thatnowGoogleandBingareservingyousearchresultsthatreflectwhatyourfriendslike,shareandfaveonsocialnetworks.)
  24. 24. Thisiswhytwothingsareessentialtobesuccessfulonlinetomorrow:a)  to be easily findableb)  to have a good reputation
  25. 25. So,giventhesepremises,whatshouldyoubedoing?
  26. 26. 3.7 New Trendsthat revolutionize the wayto communicate and market online
  27. 27. 1) from broadcasting to
  28. 28. 1) from broadcasting toIntercepting specific needs
  29. 29. “Remote monitoring of construction works”remontech.com
  30. 30. “Aerial architectural photography”halifaxarchitectural.ca/aerial-architecture-photography.html
  31. 31. 2) from targeting demographics
  32. 32. 2) from targeting demographicsTo intercepting “tribes”
  33. 33. architectmap.net
  34. 34. getlittlebird.com
  35. 35. linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about
  36. 36. 3) from interrupting
  37. 37. To becoming relevant3) from interrupting
  38. 38. theconstructionindex.co.uk
  39. 39. buildersconference.co.uk
  40. 40. mustseemap.klm.com
  41. 41. 4) from showing off
  42. 42. 4) from showing offTo educating and informing
  43. 43. iq.intel.com
  44. 44. remontech.com/category/media
  45. 45. Social Media in ActionA Comprehensive Guidefor Architecture, Engineering, Planning and Environmental Consulting FirmsBy Amanda Walter & Holly Berkleyamazon.com/gp/product/0985146915
  46. 46. 5) from persuasion
  47. 47. 5) from persuasionTo listening
  48. 48. starbucks.com/coffeehouse/learn-more/my-starbucks-idea
  49. 49. twitter.com/comcastcares
  50. 50. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
  51. 51. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
  52. 52. 6) from hiding customers
  53. 53. 6) from hiding customersTo showcasing them
  54. 54. fiestamovement.com
  55. 55. grasshopper.com
  56. 56. grasshopper.com/happy-customers/
  57. 57. 7) from brand creation
  58. 58. 7) from brand creationTo building trust
  59. 59. from being a fastidious“brand”
  60. 60. to becoming a “true and trusted”
  61. 61. to becoming a “true and trusted”friend-partner
  62. 62. Review
  63. 63. Approaches ComparedddddddddNewOld
  64. 64. Approaches ComparedScreamingddddddddNewOld
  65. 65. Approaches ComparedScreamingddddddddTargetingNewOld
  66. 66. Approaches ComparedScreamingddddddddTargetingInterruptive,DistractingNewOld
  67. 67. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewOld
  68. 68. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOld
  69. 69. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldIntercepting
  70. 70. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTribeFinding
  71. 71. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTribeFindingContextual-Relevant
  72. 72. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewTalking-orientedOldInterceptingTribeFindingContextual-RelevantEducational-Informative
  73. 73. Approaches ComparedScreamingAuto-referentialddddddddTargetingInterruptive,DistractingNewInterceptingTribeFindingContextual-RelevantEducational-InformativeTalking-oriented Listening-orientedOld
  74. 74. Stop selling,build long-lasting relationships
  75. 75. Find this presentation here:http://slideshare.net/RobinGood/YEMDesign2013
  76. 76. www.MasterNewMedia.orgPOP.robingood.itTwitter.com/RobinGoodFacebook.com/RobinGoodYoutube.com/RobinGoodBit.ly/POPCampusApril 2013Istanbul  
  77. 77. Photo credits: Shutterstock.com

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