The Future of Sustainable Communications - EkoDesign 2013 Istanbul
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The Future of Sustainable Communications Seven Key Transformative Changes for 21° Century Companies April 2013 Istanbul
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The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did. With the only difference that what they used to do in print, TV or radio, they now do it on the Internet. Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches. To make corporate communications effective and economically sustainable in the near future, companies need to: a) better understand the changes that have taken place and b) openly embrace a new way of communicating and sharing information with their customers. The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them. The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.
Transcript of The Future of Sustainable Communications - EkoDesign 2013 Istanbul
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
POP.robingood.it
Twitter.com/RobinGood
Facebook.com/RobinGood
Youtube.com/RobinGood
Bit.ly/POPCampus
April 2013 Istanbul
Photo credits: Shutterstock.com
