Stories or structure? Trends and developments in (digital) Communication


Published on

Translation & adaptation of my 
presentation for Yacht Noord Nederland

Published in: Business, Technology
  • Be the first to comment

Stories or structure? Trends and developments in (digital) Communication

  1. 1. Stories or Structure? Trends and developments in (digital) Communication Translation & adaptation of my presentation for Yacht Noord Nederland 28 september 2013 Luc de Ruijter Sunday 29 September 2013
  2. 2. Reflection Historians tend to reflect (and I am an historian by education) What is the perception of change in the Communication domain? The bigger picture: crises Trends Digital connections Accountability Sunday 29 September 2013
  3. 3. Reflection Improving as a professional starts with asking questions The Digital (Communication) Revolution forces communication professionals to change What are our ambitions in change? To tell the story (of what is changing)? or Realizing change in Communication? Sunday 29 September 2013
  4. 4. Whiskey is a dog Sunday 29 September 2013
  5. 5. Whiskey is a dog And not all dogs are called Whiskey Media are communication But is all communication media? No Most communication is happening outside the media: participation, collaboration, interaction Most communication management is media however Sunday 29 September 2013
  6. 6. Whiskey is a dog Communication < Information What is our perception of Communication? What is it we are looking for online, both as internal and external users? What drives our online behaviour? So what drives the behaviour of our colleagues and clients? Sunday 29 September 2013
  7. 7. Whiskey is a dog What is our focus in digital Communication Editing and presentation? Logistics and functionality? Are we dealing with Virtual shopping windows? The digital warehouse? Sunday 29 September 2013
  8. 8. Revolutie isn’t rebranding Current crises mark a period of profound, revolutionary changes Thomas Sankara, the “Che Guevara” of Burkina Faso, my country of residence at the moment Sunday 29 September 2013
  9. 9. System crisis Sunday 29 September 2013
  10. 10. System crisis It’s not only Communication as a domain that’s in crisis Sunday 29 September 2013
  11. 11. Ecological crisis Sunday 29 September 2013
  12. 12. Ecological crisis News value Short term Media values Effects Sunday 29 September 2013
  13. 13. Ecological crisis News value Short term Media values Effects Sustainable value Long term Key values Return Sunday 29 September 2013
  14. 14. Ecological crisis News value Short term Media values Effects Conventional Communication media focus Sustainable value Long term Key values Return Sunday 29 September 2013
  15. 15. Reputation crisis Sunday 29 September 2013
  16. 16. Communication crisis New communication environments, new players, new roles End of media monopolies (and monopoly driven influence) Confusion amongst media managers about what to do Tendency to rebrand old communication With recurring problems with conventional communication issues, e.g. recognition by management and accountability Sunday 29 September 2013
  17. 17. Question What exactly is the focus in the Communication domain? Rebranding or changing? Sunday 29 September 2013
  18. 18. Some Trends Sunday 29 September 2013
  19. 19. Sunday 29 September 2013
  20. 20. Sunday 29 September 2013
  21. 21. Reputation From trust us (thought from the sender perspective) To show us (asked by the user/client) License to operate Note: Old reputation management is shared owner of the reputation crisis Will old style reputation management change anything in the plummeted trust in reputation messaging? Sunday 29 September 2013
  22. 22. From Corporate Brands to Employees as a Brand From What’s in it for the business? To What’s in it for me? From webmanagement To webgovernance BYOD Employees as a brand Sunday 29 September 2013
  23. 23. Digital transparency forces the removal of all kinds of communication curtains that belong to the Paper Era. Intranet and website are “open kitchens” Open creates trust: seeing is believing Sending messages creates distrust Engaging and interacting creates empathy Communication becomes communicating Sunday 29 September 2013
  24. 24. The proof of the pudding is in the eating, not in the packaging (or the promise) Messages offer promises; websites and apps offer and create real experiences Make complexity easy Move from Big Bang (one time event) to Long Wow (the daily experience) The experience economy starts only now Sunday 29 September 2013
  25. 25. Internal Communication Sunday 29 September 2013
  26. 26. Most internal communication happens in collaboration, amongst colleagues When ‘the communication in a project wasn’t good’, the ‘communication’ problem has nothing to do with messages and media Internal communication processes are an increasingly important factor for creating and maintaing a positive external perception of a brand or organisation Internal Communication Sunday 29 September 2013
  27. 27. Digital collaboration is more than just implementing IT(!) Collaboration as a Long Wow = a very strong message Make collaborating easy (eg. by BYOD) Business platforms = new focus for Communication Employees interact with information Information forms the relations in each network Internal Communication Sunday 29 September 2013
  28. 28. The network connects People in a network connect themselves (they don’t need messages that tell them to connect) Modern professionals (and clients/users) are self reliant and independent The connection between users doesn’t need conventional communication interventions Make connecting as an interactive activity possible and don’t spend words or messages on it Sunday 29 September 2013
  29. 29. Information connects Having more systems and the newest media gadgets doesn’t help connectivity. They tend to do the opposite: more media create more silo’s Move from (having) more media to (creating) better (meta) information structures Move from the presentation to the logistics of digital communication Facilitate interaction processes instead of controlling ‘the’ message Sunday 29 September 2013
  30. 30. Question to ask yourself as a communication professional: Where is it I can create communication value? Which are the (communication) challenges of my employer? Adding communication media and content products? Facilitating better collaboration and information processes? Accountability Sunday 29 September 2013
  31. 31. It all starts with asking (yourself) questions Fact: The Digital Revolution requires professionals in communication to change So what direction is it you prefer? Telling stories about (how others need to) change? or Changing the ways we interact as a community? Reflection Sunday 29 September 2013
  32. 32. Luc de Ruijter @lucderuijter 2007 2010 2010 2011 2013 By far most of my publications are in Dutch Sunday 29 September 2013