The Future of Sustainable Communications

Seven Key Transformative Changes for 21° Century Companies

April 2013 Istanbul  

The key obstacle you may have to overcome is the ability to abandon your old

communication and marketing habits for new, radically different ones

Recognize your past

1.

Think back of it: What characterized

the communication approach of the mass media era?

Yellin

g

Targeting

Interrupting

Show

iing o

ff

Persuading

Review: Mass-Media Style Communication

1.  Yell as loud as you can

Review: Mass-Media Style Communication

1.  Yell as loud as you can

2.  Target where you can hit the most

Review: Mass-Media Style Communication

1.  Yell as loud as you can

2.  Target where you can hit the most

3.  Interrupt as frequently as possible

Review: Mass-Media Style Communication

1.  Yell as loud as you can

2.  Target where you can hit the most

3.  Interrupt as frequently as possible

4.  Show off at any price in any circumstance

Review: Mass-Media Style Communication

1.  Yell as loud as you can

2.  Target where you can hit the most

3.  Interrupt as frequently as possible

4.  Show off at any price in any circumstance

5.  Persuade customers about what to do

Review: Mass-Media Style Communication

the “fastidious” brand

Reorient yourself

2.

Today, there are TWO ways that new clients can find you

a) Via a Google Search

or...

b) by asking your friends...

Photo credit: Glamour.com

...or other people you trust on your favorite social networks

(so much so, that now Google and Bing are serving you search results that reflect

what your friends like, share and fave on social networks.)

This is why two things are essential to be successful online tomorrow:

a)  to be easily findable

b)  to have a good reputation

So, given these premises, what should you be doing?

3. 7 New Trends

that revolutionize the way to communicate and market online

1) from broadcasting to

1) from broadcasting to Intercepting specific needs

“Remote monitoring of construction works” remontech.com

“Aerial architectural photography” halifaxarchitectural.ca/aerial-architecture-photography.html

2) from targeting demographics

2) from targeting demographics To intercepting “tribes”

architectmap.net

getlittlebird.com

linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about

3) from interrupting

To becoming relevant 3) from interrupting

theconstructionindex.co.uk

buildersconference.co.uk

mustseemap.klm.com

4) from showing off

4) from showing off To educating and informing

iq.intel.com

remontech.com/category/media

Social Media in Action A Comprehensive Guide for Architecture, Engineering, Planning and Environmental Consulting Firms

By Amanda Walter & Holly Berkley

amazon.com/gp/product/0985146915

5) from persuasion

5) from persuasion To listening

starbucks.com/coffeehouse/learn-more/my-starbucks-idea

twitter.com/comcastcares

ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79

ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79

6) from hiding customers

6) from hiding customers To showcasing them

fiestamovement.com

grasshopper.com

grasshopper.com/happy-customers/

7) from brand creation

7) from brand creation To building trust

from being a fastidious “brand”

to becoming a “true and trusted”

to becoming a “true and trusted” friend-partner

Review

Approaches Compared

dddddddd

New

Old

Approaches Compared

Screaming

dddddddd

New

Old

Approaches Compared

Screaming

dddddddd

Targeting

New

Old

Approaches Compared

Screaming

dddddddd

Targeting

Interruptive, Distracting

New

Old

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Old

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Talking-oriented

Old

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Talking-oriented

Old

Intercepting

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Talking-oriented

Old

Intercepting

Tribe Finding

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Talking-oriented

Old

Intercepting

Tribe Finding

Contextual - Relevant

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Talking-oriented

Old

Intercepting

Tribe Finding

Contextual - Relevant

Educational - Informative

Approaches Compared

Screaming

Auto-referential

dddddddd

Targeting

Interruptive, Distracting

New

Intercepting

Tribe Finding

Contextual - Relevant

Educational - Informative

Talking-oriented Listening-oriented

Old

Stop selling, build long-lasting relationships

Find this presentation here: http://slideshare.net/RobinGood/YEMDesign2013

www.MasterNewMedia.org

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April 2013 Istanbul  

Photo credits: Shutterstock.com