Iabc africa oct2011_ss

cultivate change, harvest value ©

Since the dawn of time: Social communication is revolutionary, but not new

cultivate change, harvest value © Prospero & Partners

IABC Africa Regional Conference | “The Communication Revolution” | 12-14 October 2011


WHAT DO WE MEAN BY

REVOLUTION?

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Delacroix: Liberty leading the people

Creating a new

order?


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Source: Jack Williams, The USA Today Weather Book

Or going back to

the starting

point?


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Communication is NOT changing radically. Technology is just catching up with the way people naturally interact.

Source: iStock


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Communication is inherently social. It

is not complete until a message

has been received and understood.

Source: iStock


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Matriarch

Grandparents1.2

Parents1

Child1

Parents2

Child2a Child2b

Grandparents3

Parents3

Child3

Grandparents4

Parents4

Child4

Who

communicates

like this?


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Matriarch

Grandparents1.2

Parents1

Child1

Parents2

Child2a Child2b

Grandparents3

Parents3

Child3

Grandparents4

Parents4

Child4

Natural

communication

looks more like

the left, with each

exchange being

mutual


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Matriarch

Grandparents1.2

Parents1

Child1

Parents2

Child2a Child2b

Grandparents3

Parents3

Child3

Grandparents4

Parents4

Child4

People with

common interests

congregate,

whether to talk

about parenting


Matriarch

Grandparents1.2

Parents1

Child1

Parents2

Child2a Child2b

Grandparents3

Parents3

Child3

Grandparents4

Parents4

Child4

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Or tennis


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Source: Gary Larson

“Anthropologists! Anthropologists!”

Be an

anthropologist to

find the tribes in

your

organization.


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1. Personal networks 2. Alumni networks (schools and

former employers) 3. Sports and other leisure

networks 4. Functional networks 5. Age cohorts

What are you looking for?


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Source: Bing Destinations

Then become a

sociologist to

understand how

they work.


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Source: Peter Morville on Social Network Analysis at http://semanticstudios.com/publications/semantics/000006.php

http://semanticstudios.com/publications/semantics/000006.php

http://semanticstudios.com/publications/semantics/000006.php


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Source: Peter Morville citing David Krackhardt and Valdis Krebs

Susan is a "connector" with 6 direct links to other nodes.

Claudia has only 3 connections but holds a powerful position as the sole

"boundary spanner" between different groups.

Sarah and Steven have the shortest

paths to all others. They have an

excellent view of what's going on.


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An Excel file is

enough to

analyze the

social networks

inside your

organization.


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Sources: iStock

Or even easier than finding tribes, provide opportunities for them to come together out in the open


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How to communicate effectively across boundaries?

Source: Paul Carlile, “Integrative Framework for Managing Knowledge Across Boundaries”, 2004, Organization Science

Shared worldview, talk the

same language, classic

knowledge management

Ambiguities in meanings.

Need to put info in the others’

terms and to socialize new

participants.

Dialogue and

negotiation to create

new meanings –

stakeholder relations


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WHAT ARE THE DANGERS OF USING

THE WRONG TYPE OF COMMUNICATION ?


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Factual media articles may influence the undecided, but can harden the views of the “opposition”

Sources: Kuklinski, Genentech Graphics Department Sources: Nyhan, iStock


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Aristotle was right

Source: Andrew Van de Ven

Pathos

Logos

Ethos

3. Use the

credibility,

legitimacy and

authority of the

speaker or a

cause to

demonstrate why

the message is

right.

1. Stir the emotions, beliefs,

values, knowledge and

imagination

2. Deploy the message and its

logical arguments


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1. Conduct preliminary research to better understand how to frame information so it is understood and “approved” by your audiences

2. Pre-test messages and channels to ensure they are effective BEFORE investing resources in the full roll-out.

Ask the audience how you should translate the message

Source: iStock


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Curate existing information to

create value and shared meaning.


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Be authentic to be credible. Let the personality of your organization and your people shine through.

Source: iStock


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Practice generalized reciprocity

Sources: Meilleur de soi (image), Marcel Mauss The Gift (via Norbert Albert Donner et prendre)

Stop thinking in transactions. Contribute to the social network knowing that someday you’ll get something valuable back.


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When designing business communications, remember:

We first learn about the world through

images, sounds, taste, touch and smell.

Then we begin to understand spoken words.

Then we learn

to read.

Source: iStock


For more information

[email protected] | www.prospero.be

Mob: +33 6 99 51 94 34 | Office: +33 1 40 91 05 70

Blog: http://ksukalac.posterous.com/

Twitter: @Ksukalac

LinkedIn: http://fr.linkedin.com/in/kristensukalac

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Kristen E. Sukalac • Partner & Senior Advisor, Prospero • Doctoral candidate in business

administration at the Université Paris Dauphine • Director at large of IABC’s International Executive

Board

mailto:[email protected]

Iabc africa oct2011_ss

Business

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