The Future of Sustainable Communications - EkoDesign 2013 Istanbul
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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