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Transcript of OmniChannel Communications
Muder Chiba
+
URT Crossing the Chasm
OmniChannel Communication
+The Uncertainty Reduction Theory
When interacting, people need information about the other party in order to reduce their uncertainty. In gaining this information people are able to predict the others behaviour and resulting actions, all of which is crucial in the development of any relationship.
Muder Chiba
A Theory of Personal Communications
Sources : http://www.communicationstudies.com/communication-t
heories/uncertainty-reduction-theorymmunications
http://en.wikipedia.org/wiki/Uncertainty_reduction_theory
Developed by Charles Berger and Richard Calabrese :
+
Muder Chiba
Marketing Today
+ Brands , channels, devices and messaging proliferation
+ Modern media touch points expanding ‘brand as personality’
+ Increased Uncertainty for the consumer with burgeoning choice : need to reduce uncertainty
+ Marketers need to build customer relationships
+Crossing the Chasm
Marketing Task Today :
Reducing Consumer Uncertainty
Building Customer Relationships
Time for :
Personal Communications Theory to cross the
chasm into Mass (marketing)
Communications !
Muder Chiba
Muder Chiba
+Crossing the Chasm
1.Learnings for Media Choice in an Omni Channel world2.Learnings for Messaging and Tone of Voice
Muder Chiba
+1.Learnings for Media Choice in an Omni Channel World
Muder Chiba
+Uncertainty Reduction Strategies
People engage in passive, active, or interactive strategies to reduce
uncertainty with others.
A person observing another
in the natural environment, intentionally
unnoticeable, to gain information
on another, would be categorized as using a passive
tactic for reducing uncertainties.
An active strategist would
resort to means of reducing
uncertainties without any
personal direct contact For
example, if one were to ask a friend about a
particular person, without actually confronting the person directly.
An interactive strategist would directly confront
the individual and engage in some form of dialogue
to reduce the uncertainties
between the two.
Muder Chiba
+Relationship Development Cycle
Individuals begin
interactions under the
guidance of implicit and explicit rules and norms.
The contents of the
exchanges are often
demographic and
transactional. The level of involvement
will increase as the strangers move into the second stage.
… strangers begin to explore one another's attitudes and
beliefs. Typically enter this stage after they have
had several entry stage
interactions with a stranger. One will probe the
other for indications of their values , morals and
issues. Emotional
involvement tends to
increase as disclosure increases
Here, the former
strangers decide
whether they want to
continue to develop a
relationship. If there is not mutual liking,
either can choose not to
pursue a relationship
The Entry Stage The Second Stage The Final Stage
Muder Chiba
+
Traditional &…
…Digital Media
Muder Chiba
+ Putting It All Together…
Muder Chiba
+ Media Choice Based on Communication Need !
Passive Active Interactive
Entry PAID Media EARNED Media OWNED Media
Second , ‘Personal’
PAID Media to drive to Owned
EARNED / OWNED
EARNED /OWNED
Third , ‘Final’
PAID EARNED / OWNED
EARNED /OWNED
Strategy
Stage
Muder Chiba
+
2.Learnings for Messaging and Tone of Voice in an Omni Channel World
Muder Chiba
+The Original 7 +2 Axioms
Verbal Communication: As the amount of verbal communication between strangers increases, the level of uncertainty in the relationship will decrease. As
uncertainty is further reduced, the amount of verbal communication will increase. Non-verbal Warmth: As non-verbal affiliate expressiveness increases,
uncertainty levels will decrease in an initial interaction situation. In addition, decreases in uncertainty level will cause increases in non-verbal affiliative
expressivenessInformation Seeking: High levels of uncertainty cause increases in information-
seeking behaviour. As uncertainty levels decline, information-seeking behaviour declines
Self-disclosure: High levels of uncertainty in a relationship cause decreases in the intimacy level of communication content. Low levels of uncertainty produce
high levels of intimacy
Reciprocity : High levels of uncertainty produce high rates of reciprocity. Low levels of uncertainty produce low rates of reciprocity.
Similarity : Similarities between persons reduce uncertainty, while dissimilarities produce increases in uncertainty
Liking : Increases in uncertainty level produce decreases in liking; decreases in uncertainty produce increases in liking.
Shared Networks : Need shared communication networks -lack of shared networks increases uncertainty.
Communication Satisfaction: There is an inverse relationship between uncertainty and communication satisfaction
Berger and Calabrese propose a series of axioms (Original 7 +2) to explain the connection between their central concept of uncertainty and seven key variables of relationship development
http://en.wikipedia.org/wiki/Uncertainty_reduction_theory
Muder Chiba
+The Resultant URT Theorems
Verbal NonverbalInfo seeking
Disclosure Reciprocity Similarity Liking
Verbal + - + - + +
Nonverbal + - + - + +
Info seeking - - - + - -
Disclosure + + - - + +
Reciprocity - - + - - -
Similarity + + - + - +
Liking + + - + -
Muder Chiba
+ Putting It All Together!
Muder Chiba
+The Communication Imperative : Learn from Hitch!
https://www.youtube.com/watch?v=x-CBqcb0Kcc
+
MarketComplexity
Insight Ignited Decisions
You may also like these Slide Shares:
http://www.slideshare.net/MuderChiba/marketing-communications-and-the-kuleshov-effect
http://www.slideshare.net/MuderChiba/big-data-and-the-little-prince-33265325