Comunicare? Comunicare! (vers. 2015)
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Quali sono i miei bisogni in termini di comunicazione? Lo scenario attuale, partendo dal Cluetrain Manifesto e passando per un po' di definizioni (Social media vs industrial media, social networks, networked publics). Come creare un messaggio efficace: benefici, personalizzazione, utilità dei gruppi e dei costumi, l'importanza dell'immediatezza e della schedulazione, l'uso di tecniche di comunicazione diverse. Infine alcune regole essenziali: quelle di ascolto e di conversazione, la commistione tra pubblico e privato, lo storytelling, gli obbiettivi e come riassumere tutto nel piano editoriale.
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Comunicare? Comunicare! (vers. 2015)
- 1. Comunicare? comunicare! IED Lezione 10/2015 Frieda Brioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com
- 2. 10. Comunicare? Comunicare! Programma del corso 1. Startup italiane 2. Creare un’impresa in Italia 3. Dall’idea alla progettazione 4. Mercato e costi 5. Analisi del valore e business model 6. Esempi di Business Model e Pitch 7. TIM #Wcap 8. Il potere della rete 9. In cerca di finanziamento 10. Comunicare? Comunicare! 2
- 3. 10. Comunicare? Comunicare! Oggi parliamo di.. • Comunicazione • Comunicazione • Comunicazione • Comunicazione • Comunicazione • Comunicazione • Comunicazione • Comunicazione • Comunicazione ;-) 3
- 4. 10. Comunicare? Comunicare! Quindi? • E’ tutta una questione di progettazione? 4
- 5. 10. Comunicare? Comunicare! L’execution • L’exe.. che? 5
- 6. 10. Comunicare? Comunicare! Problemi “noti” • Mancanza nella gestione dei cambiamenti dei requisiti • Cattiva comunicazione • Inadeguatezza del team • Requisiti non ben definiti • Stime non accurate 6
- 7. 10. Comunicare? Comunicare! Problemi “noti” • Mancanza di un piano di gestione dei Rischi • Cosa significa “Finito”? • Poco tempo dedicato alla gestione dei progetti • Essere sempre troppo ottimisti! 7
- 9. 10. Comunicare? Comunicare! 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 9 http://en.wikipedia.org/wiki/Cluetrain_Manifesto
- 10. 10. Comunicare? Comunicare! 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 10 http://en.wikipedia.org/wiki/Social_media
- 11. 10. Comunicare? Comunicare! 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. 11
- 12. 10. Comunicare? Comunicare! 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. 12 http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
- 13. 10. Comunicare? Comunicare! 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 13 http://www.danah.org/papers/TakenOutOfContext.pdf
- 14. 10. Comunicare? Comunicare! Networked publics/2 Four properties: • persistence • searchability • replicability • scalability 14 http://www.danah.org/papers/TakenOutOfContext.pdf Three dynamics: • invisible audiences • collapsed contexts • the blurring of public and private
- 26. 10. Comunicare? Comunicare! Top 3 SN 26 http://vincos.it/2015/02/04/la-mappa-dei-social-network-nel-mondo-dicembre-2014/
- 27. 10. Comunicare? Comunicare! Most used SN in Italy 27 http://vincos.it/osservatorio-facebook/
- 28. 10. Comunicare? Comunicare! Effective message 28
- 29. 10. Comunicare? Comunicare! 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 29
- 30. 10. Comunicare? Comunicare! 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. 30
- 31. 10. Comunicare? Comunicare! 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. 31
- 32. 10. Comunicare? Comunicare! Continuity • Try to publish fresh news at least once a day... ...but not too often. • Information overflow is a problem! 32
- 33. 10. Comunicare? Comunicare! 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). 33
- 34. 10. Comunicare? Comunicare! 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. 34
- 35. 10. Comunicare? Comunicare! Immediacy Try to create immediate content: text and images are quick, few videos are ok, watch out for external links. 35
- 36. 10. Comunicare? Comunicare! 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!... 36
- 37. 10. Comunicare? Comunicare! 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). 37
- 39. 10. Comunicare? Comunicare! 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 39
- 40. 10. Comunicare? Comunicare! 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! 40
- 41. 10. Comunicare? Comunicare! 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. 41
- 42. 10. Comunicare? Comunicare! Rules of engagement 42
- 43. 10. Comunicare? Comunicare! Basic assumption "Markets are Conversations" Cluetrain Manifesto, 1999 43 http://en.wikipedia.org/wiki/Cluetrain_manifesto
- 44. 10. Comunicare? Comunicare! Conversating • Join the conversations and answer to comments. • As in many other environments, on Social Networks it is critical to listen! 44
- 45. 10. Comunicare? Comunicare! 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 45
- 46. 10. Comunicare? Comunicare! 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. 46
- 47. 10. Comunicare? Comunicare! Editorial plan 47
- 48. 10. Comunicare? Comunicare! Rules External • Rules of engagement for my readers • Moderation • Etiquette • Stay in topic 48 Internal • Your communication must be uniform • Decide who decides what • Keep a regular schedule • Make clear who should answer
- 49. 10. Comunicare? Comunicare! 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. 49
- 50. 10. Comunicare? Comunicare! Press release • Include your social channels in the press releases! (mostly FB and Twitter) • Text should be tought out to be shared, too. 50
- 51. 10. Comunicare? Comunicare! 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 51
- 52. 10. Comunicare? Comunicare! Techniques • 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. 52
- 53. 10. Comunicare? Comunicare! 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... 53
- 54. 10. Comunicare? Comunicare! Get a plan! To make a good plan, you need: 1. Analysis 2. Strategy 3. Action 3bis.Luck 54
- 55. 10. Comunicare? Comunicare! 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? 55
- 56. 10. Comunicare? Comunicare! Strategy • What channel I decided to oversee? • What are the targets for each channel? • BE SMART (Specific, Measurable, Attainable, Relevant, Timed) 56
- 57. 10. Comunicare? Comunicare! Actions • Actions must not be unrelated from each other. • Integration is the word: newsletter, websites, events, all the ways of communications must be coordinated 57
- 58. 10. Comunicare? Comunicare! One last word • Social media are a marketing tool (too). 58
- 59. 10. Comunicare? Comunicare! Nella prossima lezione.. • Il lancio 59