Post on 21-Aug-2014
description
Communication in 2014 and beyond !
Few thoughts fromCommunication Strategistperspective
Zigurds Zaķis !@zz_zigurds www.ZigurdsZakis.lv !Club of Venice Riga, 05/06/2014
Society
Media
Communication
Culture
Creativity
Politics
Economy
Business
Work
Healthcare
Education
4th technological revolution: digital tools and platforms are fundamentally changing:
Fundamental changes , not just another media channel
EU has all the preconditions to take the lead globalyand to benefit most!
1. One-directional communication ➾
http://www.flickr.com/photos/georgeaugustine/2116513291/
1. ➾ ➾ ➾ Conversations
Abundance of informationFragmentation2.
Ignore anything, that is not interesting or valuable for me
Information campaings
3. Social Networks
Platforms for !
listening getting know more
conversations cooperation
sharing solving
entertaining* telling stories*
informing*
building relationships creating value
organizing groups
Social networks: think platforms, not media
4. Video
@zz_zigurds
R.I.P. Press Realase (19xx -‐ 2008)
Text -> Interactivity -> Video
4 screens, different roles, 1000 new opportunities
5. Mobility
Their mobility, no just mobile phone
For us: Delivering 4W:
✦ What they want ✦
✦ When they want ✦
✦ Where they want ✦
✦ How they Want ✦
+ For them:
Powerful Communication ToolJune, 2007
How to approach it?
Every campaign is
integrated campaign
Strategy toCommunications strategy & role
!
Campaing architecture
Synergies / Consistence
!
Real time (24/7)
Open ended1
2Brutal Simplicity
The essence of great campaign is to sacrifice. Our job is to simplify
140 characters vs. a speech A system of ideas
“Designer (marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable narrative” !
“Change by Design” Tim Brown, IDEO
Story,
not information, in the center3
Using all sensesMulti-media
Visual Storytelling“Pictures speaks louder
than words”(slideshows, video, audio)
Aesthetics
Interactivity
Variety of formats now deliverable through most of devicesour people use
Creating experiences, not just bringing more information
4
Creating value !
!
!
!
= making their lives easier/better5 For people (for him/her!) For society For country For the World
Insights —> Designing Services
“It’s not what you say that matters, it’s what you do”
… but don't forget to tell the story 5Initiatives > Campaigns
Code of Conduct / Guiding Principles
The role of PR
http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/
PR March 1, 2014 16:00
Communication (PR) 2014: A War (Propoganda War)
How do you do the right thing on a battlefield? Train yourself to be the person you want to be
Social "media" data centers !
Dynamic, open-endedcommunication Permanent, 24/7
Superbowl. 2014
Gatorade, 2010
PR = Public + Relations
Communication PROFESSIONAL today