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The importance of being communicative

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The importance of being communicative

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What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics).
How to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques.
Finally we outline which rules are essential:• Conversational and listening rules • Blurring of public and private• Storytelling • Objectives, and how everything is summarized in the editorial plan.

What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics).
How to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques.
Finally we outline which rules are essential:• Conversational and listening rules • Blurring of public and private• Storytelling • Objectives, and how everything is summarized in the editorial plan.

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The importance of being communicative

  1. 1. Communicate, communicate, communicate Frieda Brioschi frieda.brioschi@gmail.com IED Lesson 6
  2. 2. Course program 1. Italian Startups 2. Set up a startup in Italy 3. I've got an idea. And now? 4. Value analysis 5. Business model 6. Communicate, communicate, communicate 7. Being net 8. Find your market 9. Funding: venture capital, business angel and other ways of financing 10. Pitch
  3. 3. Today's table of content 1.Needs 2.Landscape 3.Effective message 4.Rules of engagement 5.Editorial plan
  4. 4. Business model: quick recap During last lesson we discussed what is a business model and how fulfill a business model canvas, looking into each part: 1.Value proposition 2.Customer segments 3.Channels 4.Customer relationship 5.Revenue streams 6.Key resources 7.Key partner 8.Key activities 9.Cost structure
  5. 5. Business model: quick recap Then we detailed some wellknown companies business model: • Coca Cola (glass bottle!) • Financial Times • LinkedIn • Groupon • Twitter • Facebook • Blockbuster • Google
  6. 6. Business model: quick recap In the end we touched community business model (geographically based, professional and online communities) and what is a business plan and how is diverse from a business model.
  7. 7. Needs
  8. 8. Discuss & test my idea [mini]marketing approach to Rich Aberman’s “How to (In)validate Your Startup Idea” http://www.youtube.com/watch?v=hZ0s1gbMlcI http://blog.wepay.com/2010/12/17/how-to-invalidate-your-startup-idea/
  9. 9. Landscape
  10. 10. 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 http://en.wikipedia.org/wiki/Cluetrain_Manifesto
  11. 11. Social Vs industrial media Some parameters: 1.Reach: global audience 2.Accessibility: government or corporate (privately owned)/generally available to the public at little or no cost 3.Usability: specialized skills and training/anyone with access can operate the means of social media production 4.Immediacy: instantaneous, days, weeks, or even months/instantaneous 5.Permanence: cannot be altered/can be altered almost instantaneously by comments or editing http://en.wikipedia.org/wiki/Social_media
  12. 12. 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.
  13. 13. Social network Danah Boyd and Nicole Ellison define a social network as "a web-based services that allow individuals to 1.construct a public or semi-public profile within a bounded system, 2.articulate a list of other users with whom they share a connection, and 3.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.” http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
  14. 14. 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 http://www.danah.org/papers/TakenOutOfContext.pdf
  15. 15. Networked publics/2 Four properties: 1. persistence 2. searchability 3. replicability 4. scalability Three dynamics: • invisible audiences • collapsed contexts • the blurring of public and private http://www.danah.org/papers/TakenOutOfContext.pdf
  16. 16. http://www.copyblogger.com/history-of-social-media/
  17. 17. http://www.copyblogger.com/history-of-social-media/
  18. 18. Top 3 SN http://vincos.it/2012/06/11/la-mappa-dei-social-network-nel-mondo-giugno-2012/
  19. 19. Most used SN in Italy http://vincos.it/osservatorio-facebook/
  20. 20. Effective message
  21. 21. 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
  22. 22. 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.
  23. 23. 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.
  24. 24. Continuity Try to publish fresh news at least once a day... ...but not too often. Information overflow is a problem!
  25. 25. 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).
  26. 26. 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.
  27. 27. Immediacy Try to create immediate content: text and images are quick, few videos are ok, watch out for external links.
  28. 28. 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!...
  29. 29. 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).
  30. 30. 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
  31. 31. 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!
  32. 32. 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.
  33. 33. Rules of engagement
  34. 34. Basic assumption "Markets are Conversations" Cluetrain Manifesto, 1999 http://en.wikipedia.org/wiki/Cluetrain_manifesto
  35. 35. Conversating Join the conversations and answer to comments. As in many other environments, on Social Networks it is critical to listen!
  36. 36. 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
  37. 37. 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.
  38. 38. Editorial plan
  39. 39. Rules External Rules of engagement for my readers • Moderation • Etiquette • Stay in topic Internal • Your communication must be uniform • Decide who decides what • Keep a regular schedule • Make clear who should answer
  40. 40. 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.
  41. 41. Press release Include your social channels in the press releases! (mostly FB and Twitter) Text should be thought out to be shared, too.
  42. 42. 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
  43. 43. Tecniques • 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.
  44. 44. 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 company: a photo of the team, a personal touch...
  45. 45. Get a plan! To make a good plan, you need: 1. Analysis 2. Strategy 3. Action 3bis. Luck!
  46. 46. 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?
  47. 47. Strategy What channel I decided to oversee? What are the targets for each channel? BE SMART (Specific, Measurable, Attainable, Relevant, Timed)
  48. 48. Actions Actions must not be unrelated from each other. Integration is the word: newsletter, websites, events, all the ways of communications must be coordinated.
  49. 49. One last word Social media are a marketing tool (too).
  50. 50. Next week Being net.

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