Corporate Communications in the 21st Century
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This document discusses how communication and media have evolved rapidly in the 21st century. New technologies and social media have disrupted traditional top-down communication models and given audiences new ways to participate in and shape conversations. Companies no longer fully control their messages as paid, owned, and earned media have all changed. Various new tools for social media marketing, augmented reality, natural language generation, and more are transforming how information is analyzed and shared. The presentation provides exercises to help participants explore emerging communication techniques and channels and how to best prepare for success in this changing environment.
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Corporate Communications in the 21st Century
- 1. © 2009 Christopher Bishop chief reinvention officer Improvising careers Corporate Communications in the 21st Century Fairfield University January 23, 2017
- 2. 2 Socio-historical perspective New models and tools Social media implications Prepare for success
- 3. 3 The world is changing…rapidly
- 4. 4 …CRAZY?
- 5. 5
- 6. 6 Automobile Internet Technology adoption continues to accelerate 0 25 50 100 125 15075 Years 25 50 100 TelephoneElectricity Radio Television VCR PC Cellular %Penetration YEARS
- 7. 7 21st century communication has evolved from a tops-down, one way interaction…to a conversation 2007 2017
- 8. 8 The people formerly known as *the audience* are participating
- 9. 9
- 10. 10
- 11. 11 Sources we trust have changed Trusted sources of information according to US Consumers, 1997 and 2007 Rated 1 (lowest) to 10 (highest) Source: eMarketer Bridge Ratings and University of Massachusetts 2007
- 12. 12
- 13. 13 Companies no longer control the message Paid Owned Earned Print, TV, radio, magazines, banners, in- store media Brochures, Web sites, Facebook, retail stores, mobile apps Word-of-mouth, Twitter, YouTube. Flickr, blogs, forums
- 14. 14
- 15. 15 Communications tactics – old & new
- 16. 16 Communication tactics have evolved to keep up PowerPoint presentations Internet/Intranet articles Newsletters Topic-specific speeches Collateral/flyers/leave-behinds Press releases
- 17. 17 Communication tactics have evolved to keep up PowerPoint presentations Internet/Intranet articles Newsletters Topic-specific speeches Collateral/flyers/leave-behinds Press releases • Social media • Blogs/Wikis • Podcasts • Webinars • Video segments • Virtual reality content
- 20. 20 Team exercise #1 – 10 minutes 1. Prezi 2. Hootsuite 3. Click-throughs 4. Style Guide 5. B roll 6. Sentiment analysis 7. Enterprise social tools How many of these terms do you know? • What is it? • How is it used?
- 21. 21
- 22. 22 Social media marketing and management
- 24. 24 Style guide
- 25. 25 B roll
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- 30. 30 Wordsmith is a natural language generation platform that lets you produce human-sounding narratives from data. • Associated Press implemented this system six months ago • Now publishes 3,000 such stories every quarter • That number is poised to grow.
- 31. 31 • Leading organizations utilizing advanced natural language generation (Advanced NLG) • Transforming data into narratives • Using AI and algorithms instead of manually analyzing, interpreting and communicating insights
- 32. 32 Augmented reality-a new channel with many possibilities
- 33. 33 Team exercise #2 - Webinar
- 34. 34
- 35. 35 Pick a topic – local or global – what is interesting to your peers? Create a title that will excite people Identify speakers: faculty, students, others Run of show: intro remarks, body of event, closing comments Write 2-3 questions to seed the Q&A Team exercise #2 – 15 minutes Plan a Webinar!
- 36. 36 Power of social media
- 37. 37
- 38. 38
- 39. 39 Disruptive power of social media Share expertise Find expertise Self-promote Make connections Collaborate Recommend Communicate
- 41. Social marketing and selling: LinkedIn Join our community
- 42. 42
- 43. 43 Topic: What’s cool about the school? Work in teams 140 characters Include a URL using bit.ly – point to content Add a picture if you want! 3 tweets telling the story Team exercise #3 – 10 minutes Create a 3 tweet campaign!
- 44. 44 Prepare for success Write well Embrace technology, stay current Be well-read: know what is going on in the world Network Use social tools
- 45. 45
Editor's Notes
- My name is Christopher Bishop and I am a currently working as a freelance speaker and writer. I am delighted to be here. Let me give you a sense of what I am going to speak about this evening…
- Provide a wider aperture view – describe how changes in technology have impacted culture and hence communications over the past 250 years Talk about the new paradigm for communication – from a fiat issued from above to a dialogue, a conversation Spend a fair amount of time talking about the importance of social media My perspective on what you need to focus on broadly – in order to be successful And a page with a few wide-ranging resources [NEXT SLIDE]
- When I graduated in 1972, there were no: no personal computers, no World Wide Web, no cell phones, no Facebook, no DVDs’ also - no hybrid cars, no blogging, no texting, no Leet Speak, no cloning, no mapping the human genome, no space shuttle, no microloans, no wireless power, no black president,
- During your careers you will be on a first name basis and work on a daily basis with people in many different locations World is Flat-Thomas Friedman; Here Comes Everybody, Cognitive Surplus – Clay Shirky
- Newer technologies have been taking hold at two and three times previous rates Years to reach 50% in U.S. marketplace adoption – Telephone – 80 Radio – 38 TV – 13 Internet – 4 Metaverse - ? [NEXT SLIDE] 200 million users of My Space as of Sept 2006 –If it were a country it would be the 11th largest in the world – between Japan and Mexico Number of text messages sent and received every day exceeds the number of people on the planet 40 exabytes (4.0 X 10 19th power) of new information will be generated this year-more than in the previous 5000 years it’s a good time to be having this discussion about the changing nature of innovation. Because as this chart illustrates, there’s simply no doubt that the pace of innovation, and the time between important new innovations, is changing. Today, new technologies are taking hold at double or triple the previous rate. Compare the penetration of cell phones in our society with the telephone. The invention of the telephone took nearly 40 years to reach the same societal penetration as cellular technology has in five years. All of which comes with implications for about ability to absorb, adapt and respond to the policy and ethical implications that always accompany technical advances.
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- In terms of trusted sources of information, people we have never met but who communicate clearly and have a solid reputation are outpacing relatives and friends. Think of them as *strangers with experience or expertise*. And advertising is in a distant 8th place! [NEXT SLIDE]
- In terms of trusted sources of information, people we have never met but who communicate clearly and have a solid reputation are outpacing relatives and friends. Think of them as *strangers with experience or expertise*. And advertising is in a distant 8th place! [NEXT SLIDE]
- The new model includes two traditional approaches and one net new one. Historically, companies buy ads in newspapers and on TV, use billboards, send direct mail marketing content to reach their target audience. In terms of content that they own – this has included retail stores and brochures as well as *modern* digital tactics used in the past 15 years such as web sites, extranets, and other content destinations that they own. In the new digital native world, there are relationships that can only be earned. This includes social tools such as Twitter, Facebook, LinkedIn, YouTube, Flickr as well as word of mouth. This requires a major rethink in terms of how companies reach their target audiences – be they current and future customers, journalists, investors, analysts as well as current and potential employees.
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- Here are some of the tactics we use at IBM to share messages with internal and external audiences. [NEXT SLIDE]
- Here are some of the tactics we use at IBM to share messages with internal and external audiences. [NEXT SLIDE]
- We get direction for look and feel as well as tenor and tone and messaging from the top of the business – Marketing and Communications Audience: worldwide employees – execs, sales and field teams, delivery teams Objective: call to action, share info on IBM in general, HR news, business unit info as appropriate Tactics: PowerPoint, exec memos, intranet, newsletters [NEXT SLIDE]
- These tactics are targeted at our external audiences: Objectives: provide IBM-specific information tailored to unique communities Audience: analysts, investors, shareholders, press/media Tactics: press releases, public Web sites, flyers, PowerPoint, social media Let’s talk about social media… [NEXT SLIDE]
- Because corporate communications covers a range of tactics, you need to know about terminology and processes related to writing, creating images, designing Web sites, editing video, producing blogs and tweets, measuring value of on-line content, understanding options in virtual worlds [NEXT SLIDE]
- Because corporate communications covers a range of tactics, you need to know about terminology and processes related to writing, creating images, designing Web sites, editing video, producing blogs and tweets, measuring value of on-line content, understanding options in virtual worlds [NEXT SLIDE]
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- https://www.youtube.com/watch?v=mXszD1Q-26E Wordsmith https://www.youtube.com/watch?v=ziizj6u1f6M#t=9.020353 Minutes after Apple released its record-breaking quarterly earnings this week, the Associated Press published (by way of CNBC, Yahoo, and others) "Apple tops Street 1Q forecasts." It's a story without a byline, or rather, without a human byline — a financial story written and published by an automated system well-versed in the AP Style Guide. The AP implemented the system six months ago and now publishes 3,000 such stories every quarter — and that number is poised to grow. …
- https://www.youtube.com/watch?v=mXszD1Q-26E Wordsmith https://www.youtube.com/watch?v=ziizj6u1f6M#t=9.020353 Minutes after Apple released its record-breaking quarterly earnings this week, the Associated Press published (by way of CNBC, Yahoo, and others) "Apple tops Street 1Q forecasts." It's a story without a byline, or rather, without a human byline — a financial story written and published by an automated system well-versed in the AP Style Guide. The AP implemented the system six months ago and now publishes 3,000 such stories every quarter — and that number is poised to grow. …
- https://www.youtube.com/watch?v=mXszD1Q-26E Wordsmith https://www.youtube.com/watch?v=ziizj6u1f6M#t=9.020353 Minutes after Apple released its record-breaking quarterly earnings this week, the Associated Press published (by way of CNBC, Yahoo, and others) "Apple tops Street 1Q forecasts." It's a story without a byline, or rather, without a human byline — a financial story written and published by an automated system well-versed in the AP Style Guide. The AP implemented the system six months ago and now publishes 3,000 such stories every quarter — and that number is poised to grow. …
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- Does this woman look familiar!? I use this as a metaphor for the degree to which social media has permeated the global culture Who has a Twitter handle? A LinkedIn profile? A Facebook page? A Flickr photostream? A Google+ account? [NEXT SLIDE] …
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- Wide-ranging multi-faceted value prop: Share expertise Find expertise Self-promote Make connections Collaborate Recommend Communicate
- We created a Flickr Photostream where we post images related to IBM Citizenship activities. This is a set of photos taken when a team of African students and young entrepreneurs came to IBM headquarters last summer for a visit. [NEXT SLIDE]
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