Etouches presentslarrypetcovic and how do your speakers score

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Etouches presentslarrypetcovic and how do your speakers score

  1. 1. copyright 2010 3rd Order Communications LLC 1 How do your Speakers Score? October 28, 2010 Sponsored by Suzanne Carawan, etouches with Larry Petcovic Behavioral Communications Coach 3rd Order Communications LLC www.3rdordercommunications.net communicationinsightmappingstudy.blogspot.com
  2. 2. copyright 2010 3rd Order Communications LLC 2 How do your Speakers Score? • In the Speaker’s Mind! • Did they get it? • Did I keep them interested? • Will I make a difference? • Were they bored? • I think they liked it! • How was my pacing? • How was my level of technical detail? • How many people thanked me? • In the Audience’s Mind • That was interesting? • What did I learn? • Now what? • I got it! • How does that affect me? • Will I do anything differently tomorrow? • What was that about? • Waste of time?
  3. 3. copyright 2010 3rd Order Communications LLC 3 How do your Speakers Score? • Classic scoring inventory: • Reaction – did audience LIKE it! • Knowledge – what did audience LEARN? • Behavioral – how did audience CHANGE? • Results – what did we ACHIEVE as an organization? • NEW Social scoring inventory:
  4. 4. copyright 2010 3rd Order Communications LLC 4 Managing reputation: emerging way © RGsquared LLC 2010 4 Shareholders Employees Suppliers Customers TELL SELL Emerging Stakeholder Group 3rd Order Communications Social Network I (we) WANT your brand
  5. 5. copyright 2010 3rd Order Communications LLC 5 How do your Speakers Score? • Classic scoring inventory: • Reaction – did audience LIKE it! • Knowledge – what did audience learn? • Behavioral – how did audience change? • Results – what did we achieve as an organization? • NEW Social scoring inventory: • Networks - how did we reinforce social media networks? • Networks – are we creating advocates for our Brand?
  6. 6. copyright 2010 3rd Order Communications LLC 6 How do your Speakers Score? 3 Factors and the SCORE! 3 Dimensions of all communication interactions: The Relationship with the audience: The 2 NEW social world dimension: based on social psychology, social neurosciences, emotional and social intelligence, and social networks! THE SCORING:
  7. 7. copyright 2010 3rd Order Communications LLC 7 ALL COMMUNICATIONS HAS 3 DIMENSIONS • 1. Words, Content, Technical stuff, Data, information … • 2. Affective Context, nonverbal reinforcement, emotive context, why should I care … • 3. Social Context and meaning of 1 & 2 based on social relationship (Role) – TRUST and Credibility – so what should I do about this data and feeling?
  8. 8. copyright 2010 3rd Order Communications LLC 8 Unknown (Social) vs. Known (Work, Home, Friends …) • % Communication Focus • * Managed includes PR, Investors, Employees, Suppliers, and Customers UNKNOWN Public + Social Networks Known + Managed* Content 10 90 Affective 30 5 Social 60 5
  9. 9. copyright 2010 3rd Order Communications LLC 9 Bring Out Your Brain
  10. 10. copyright 2010 3rd Order Communications LLC 10 Bring Out Your Brain • Focus on 3 pathways: • Cortex to process data (content) • Mirror neurons to help process affective and personal caring • Spindle neurons to help process motivation to social action
  11. 11. copyright 2010 3rd Order Communications LLC 11 3 Communication Dimensions and the Brain 3 Communication Dimension Content Affective Social Role and Social Action Focus on 3 pathways: • Cortex to process data (content) • Mirror neurons to help process affective and personal caring • Spindle neurons to help process motivation to social action
  12. 12. copyright 2010 3rd Order Communications LLC 12 How do your Speakers Score? 3 Factors and the SCORE! 3 Dimensions of all communication interactions: The Relationship with the audience: The 2 NEW social world dimension: based on social psychology, social neurosciences, emotional and social intelligence, and social networks! THE SCORING:
  13. 13. copyright 2010 3rd Order Communications LLC 13 Social Taxonomy • Bio World • Global • North America • USA • State • Region • City • Community • Neighborhood • Block • Your home
  14. 14. copyright 2010 3rd Order Communications LLC 14 Social Taxonomy • ###########Global Economy • ##########Developed Nations Economy • #########USA Economy • ######## Industry • #######Organization • #### Department • ### Work Teams • ## Coworkers • #Your personal experience, job
  15. 15. copyright 2010 3rd Order Communications LLC 15 Social Signatures
  16. 16. copyright 2010 3rd Order Communications LLC 16 Individuals have unique social signatures © RGsquared LLC 2010 16 President of USA CEO of Technology Company 0 10 20 30 40 50 60 70 80 90 100 President CEO of Tech Co Communication Order Mix 1st 2nd 3rd
  17. 17. copyright 2010 3rd Order Communications LLC 17 3 Orders of Communication Competence • 1st Order – Tell Them – speaking to the Choir – burn social capital • 2nd Order – Sell Them – Persuasion technology, NLP, MBTI, behavioral marketing etc… “Emotional Intelligence” • 3rd Order – They want your Brand – relationship based, Trust, permission based selling, social attunement etc… “Social Intelligence”
  18. 18. copyright 2010 3rd Order Communications LLC 18 Score for Communication Competency % Speaker Time in Each Communication Order _65__ 1st - Tell _20__ 2nd – Sell _15__ 3rd – They Want Your Brand
  19. 19. copyright 2010 3rd Order Communications LLC 19 Score for Speaker 3rd Order Objectives • 3rd Order Communications Objectives: 1 low 5 high • _5_ People understand your message (Content – cognitive) • _3_ People connected emotionally to your message – affective, emotional engagement - necessary personal trust & rapport • _3_ People were motivated to social action – sustainable social network that advocates your Brand
  20. 20. copyright 2010 3rd Order Communications LLC 20 Score for Speaker Social Roles • % Social Role • _40__1. __CEO___________ • _40__2. ___Leader_______ • _20__3. __Personal Health Practice
  21. 21. copyright 2010 3rd Order Communications LLC 21 Communication Insight Mapping Study (CIMS) • Display CIMS
  22. 22. copyright 2010 3rd Order Communications LLC 22 How do your Speakers Score? • Classic scoring inventory: • Reaction – did audience LIKE it! • Knowledge – what did audience LEARN? • Behavioral – how did audience CHANGE? • Results – what did we ACHIEVE as an organization? • NEW Social scoring inventory: • Did you need 3rd Order from Speaker? – Score 3rd Order Communication Objectives
  23. 23. copyright 2010 3rd Order Communications LLC 23 How do your Speakers Score? • 3rd Order Communications Objectives: 1 low 5 high • _5_ People understand your message (Content – cognitive) • _3_ People connected emotionally to your message – affective, emotional engagement - necessary personal trust & rapport • _3_ People were motivated to social action – sustainable social network that advocates your Brand • % Speaker Time in Each Communication Order • _65__ 1st - Tell • _20__ 2nd – Sell • _15__ 3rd – They Want Your Brand

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