The document emphasizes the importance of 'smart' communication to build meaningful relationships between consumers and brands, moving beyond mere connectivity. It outlines the need for seamless, integrated communication that fosters engagement, emphasizing that effective communication is integral to customer satisfaction. Additionally, it highlights the challenges posed by the digital transformation, urging a shift from traditional brand experiences to dynamic, customer-centered approaches.

1. It’s not about connectivity anymore,
which is already given.
It’s about building beneficial
relations as the foundation of the
real value of communication. —Andreas Weber
Source: ValueCheck — How to Create the Real Value of Communication

2. It’s all about ”Smart” communication.

3. ”Smart” is defined as clean & neat,
intelligent, fashionable & stylish,
computer-controlled to appear
intelligent. — ”Smart” communication
applications should be completely
seamless and integrated.

4. ”Smart” + ”Communication”
reveals the challenges in reaching
optimal communication to create
sustainable relationships based on
best-in-class experiences.

5. Relationships between consumers and brands
are not dissimilar to interpersonal relationships.

6. Dissatisfaction occurs
when service fails.

7. In our service-oriented society,
the client expects to be served
and communicated to.

8. Once the consumer
accepts a brand, the
brand enters into an
agreement to foster a
relationship and grow
with its consumer.

9. Challenge
The age of digital transformation
accelerates the growing gap
between technology-weak
corporations and technology-smart
consumers. At least there is a conflict
between the (old school) focus on
brand experience and the (digital
driven) customer experience
approach.
Solution
• Smart Communication enables
relatedness (human to human!)
• Smart Communication is seamless
and integrated
• Social Media is not the end, but the
start of Smart Communication to
create a win-win-win momentum.
Smart Communication:
Reaching Engaging Communication Beyond Ourselves!
©AndreasWeber,ValueCommunicationAG,FrankfurtamMain/Germany,,2010—2018

10. “5 C”
Core Elements of the
Smart Communication
Scenario
Consumer
& Brand Owners
Connectivity
Content|Conversation
Creativity
Community
Creative Discourse
Relatedness
Sense of Purpose
Intermedia — Multichannel
Social Media Competency
Messaging
Interaction
Transaction
Satisfaction
Value Experience
Recommendations & Ratings
Human-to-Human
Usage of relevant Technologies
Open Source Branding
Innovation of Communication Tasks
©AndreasWeber,ValueCommunicationAG,FrankfurtamMain/Germany,,2010—2018

11. Dimensions of Content & Conversations
in a Smart Communication Scenario
Dialectic — Creative Discours Hermeneutics — Sense of Purpose
- Creative discourse — human to human - Express thoughts, interpret, translate
- Language, tonality, facial expressions, gestures - Interpret and understand
- Arguments, speech and counter-speech - Language, symbols, community
- Empathy, dialectics - Sense, analysis
- Interaction with the audience - Historical and cultural contexts
- Critical ability, Responsiveness - Reflection of the conditions of interpretation
©AndreasWeber,ValueCommunicationAG,FrankfurtamMain/Germany,,2010—2018

12. Disruptive Value Task
Unify
Social & H2H
in the
smartest way
Convert the VIRTUAL into REALITY
Reduce
COMPLEXITY
Skip analog thinking
in a digital world!
Practice that needs
are the measure of all things!
SOCIAL
HUMAN
-TO-
HUMAN
Source:ValueGuideline!—Gainviamulti-channelinnovationrealbenefitfromsocialmedia!

13. ”Smart Communication“ eliminates
the curse of the digital age: inequality of
attention and inequality of respect!

14. Disclaimer
© 2018 by Andreas Weber, Head of Value
https://de.linkedin.com/in/andreasweber