Communication Strategy

Web based communication management

The principles

• Same strategic communication principles• WH still matters• Communication is active: engage– Go to your audience– Get them to come to you

• Keep the ecosystem in mind• Multi-screen consumption• Engage off-line• Build a critical mass

The do’s

• Highlight the issue rather than your organisation

• Update daily (regular, systematic, incremental)• Ask for specific help• Show the specific impact (request hand pump,

show picture of the working hand pump)• Have light images for easy rendering• Make it easy for people to use your website

– Get information– Give comments (engage)– donate

The don’ts

• Overwhelm with design (text, colours)• Complicated pictures/graphs (complicated

for your intended readers)• Website should not be a webpage/static• Copyright• Flame/spam• Trust any web profile• Relax on security

WH before...

• Why are you having a website?• Who is your target audience?• Where will they access your content?• What do you want them to do?• Why is your website the preferred

destination? (TINA)• How are you going to keep them

there?

TA

• What is the penetration of web in the TA?• Broadband (≥ 256 Kbps) 14.5 million (12%)• 4Mbps 8% (112) (90% in UK)• Average internet speed 885Kbps; UK 4909Users• Computer literates 224m• Users 150m (122 active)• Urban 84m; Rural 38m • Local language 45m

– Urban 20.9m (25%)– Rural 24.3m (64%)

• Search for government schemes

TA

Telephones (including mobiles)• Overall coverage (79.58%)• Urban (169.03%)• Rural (40.66%)Mobiles• 934.09 million in June 2012. • 597.59 m (urban) 336.51m (rural).• 695.82 million (74.49%) active. Teledensity• Over 90%. Haryana, Gujarat, Maharashtra, and Karnataka • Over 100% Kerala, Punjab, Himachal, and Tamilnadu• Delhi has 238.6%• Mobile : urban (63.98%) rural (36.02%)

TA

Television• Number of TV homes in India 148

million (2011). • Cable 94m (88m analog; 6m digital)• DTH 41mNewspapers 329,204,841cgnet: 080-41137280 (1=record;

2=listen)

Ecosystem

• Multimedia/multi screen• SMS• Email / egroups / footers / subjectlines• Facebook / Linked in / Twitter (#hashtag) /

Slideshare (tags) /youtube (chanel)• Blogs• Rich Site Summary/Really simple syndication

(RSS)• Post / comment on other’s blogs• Carpet bomb, but not spam (shrills)

KISS MII: minimalist messaging

Distribution models

• Library (not book depot!)• Town hall• Debating club• Market• Mass consumption?• Targeted distribution? Lists and teasers• Peer groups? Link exchange/tags• Engage, encourage

Advantages

• First mover (still creating theory)• 24x7• Global outreach and access• Dynamic (links, change/edit/update...

At virtually no cost)• Data and information out there (need

to aggregate into actionable knowledge)