communicating in a 2.0 world
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DESCRIPTIONCommunication has moved from publication to participation. Find out why your marketing content should be intimate, interactive and innovative.
- 1. Amanda ODonovan + 1 416 456 3859 firstname.lastname@example.org www.amandaodonovan.com Communicating in a 2.0 World| intimacy | interaction | innovation|
2. What is Communication 2.0? 2A New Expression of Value Old world communication was about publication not participation. Small elitist groups delivered their messages to the masses, and remained firmly in command and control. In those days, we hoped people would stumble on our web content and we liked to think theyd find the information useful. In a 2.0 world, its our job as communicators to orchestrate information, involving as many people and sources of knowledge as possible, and striking a meaningful, progressive dialogue with the people we want to buy our products and services. New world communication is about intimacy, interaction and innovation. And, while change is refreshing, our message must also be consistent, because many different groups will consume it.Facilitation vs. Control help your customers get what they want, instead of feeding them what you want Problems not Productsfeel the pain and present yourself as the healer Responsive, Authentic and Dynamic create a conversation, be honest and write energetically Democratic Contentexpand your sources and understand that many people consume your message Architecture of Participationmaximize your message by encouraging contribution and harnessing collective intelligence Show and Telldescribe and support your value by creating a connection to positive experiences Balancing and Juggling make use of multiple channels of communication and dont forget to refresh Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 3. Intimacy 3An Informed Expression of Value The more you know about your prospects before delivering your message, the more likely you are to develop a trusting relationship that makes your products and services more attractive. Know your Audienceyou cant communicate unless you understand n Ask your peers, employees, competitors, clients n Visit websites, chat forums, seminars, tradeshows, attend webinars, download podcasts n Promote user conferences, join industry associations, consider social networking n Find out what theyre looking for, what they need and how much they already know Create a Conversationclients are real people too n Creating information is no longer enough n Users expect dialogues, not monologues n Get personal by using I, we, me and you Develop a Relationshipinspire a feeling of trust and dont be afraid to change n 1.0 communications were proprietary and protective n 2.0 communications are open, confident and willing to evolve Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 4. Interaction 4A Collective Expression of Value You can no longer serve up information and expect readers to eat what you feed them. In a 2.0 world, youre steward, not commander-in-chief. You need to listen to what clients and prospects are asking for, chief. and respond accordingly. With more people authoring their own content, expectations are high. The good news is that you can now call on multiple sources to help create your communications your colleagues, your clients, industry experts etc. A Reality Showpeople expect to interact with the content creator n Its no longer enough to create, publish and distribute n Establish a dialogue and encourage feedback, questions n Explore different media: print, web, email, blogs, wikis, conferences, comment forums, IM, SMS n Make your communication more life-like with e.g. cleverly like cleverly-scripted video Democratization of Contentcommunication is now a collective process n Collaborate with well-informed sources to create, edit and add value informed n Decide how you will interact and what control users will have over content n Many people consume your message: clients, suppliers, employees, partners, competitors Analyze and be Wiseuse analytics to find out what works best n Are case studies, white papers and newsletters more popular, or is your blog the biggest hit? n Feed your site visitors with more of what they want Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 5. Innovation 5An Evolving Expression of Value In a previous existence, content rarely changed unless we were launching or upgrading. In this life, audiences will lose interest and walk away if you dont constantly entertain them with new material that mirrors their preferences. But be prepared to loosen your grip on the information youre distributing. When you cooperate with others, your content becomes richer and more attractive. Refreshing Contentdiscipline yourself to find new ways to communicate n Website visitors are constantly searching for something new n Surprise them, update them and nudge them regularly n You dont always have to invent it, just link it to their attention Customized Contentnip and tuck your offerings to make them personal n Recognize different user needs/profiles and serve up content appropriately n Push out personalized information and data updates to subscribers using RSS feeds n Let your audience decide whats important Cooperative Contentsome rights reserved n Consider this concept that relaxes restrictions to promote creative cooperation n Strike a balance between end-users free use and authors intellectual property rightsusers Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 6. Harmony 6A Consistent Expression of Value We have been so conditioned to concentrate on our communication with clients that we can easily forget how many people both consume and distribute our message. Make sure that what you say makes sense to everyone, and portrays you as you wish to be seen. Coherent Communicationwhichever way it faces, communication should always match your messaging n Pay attention to internal consumers many of them will relay your message to clients n Align your marcomms with sales conversations n Support your value proposition with proof of problems solved n Watch for consistency of expression across all media by moderating your content n Drive traffic to your website with a matching print messageClientsCompetitorsPartnersSuppliers Employees Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 7. Energize your Content The bullets in the right hand column use verbs to create a connection with the reader. Compare them to the collection of nouns in the original version. Now turn the page to see the rest of this web content come to life to engage the reader7Nouns Fail to Create aVerbs Promote Action Connection Purchasing Software (e-procurement software) by Smart Systems.Smart Systems is a leading supplier of affordable and easy- create and approve requisitions online to-use e-procurement, e-payables and material management software solutions. track and process purchase orders PS Tracker provides the same benefits as much larger and approve invoices more expensive e-procurement systems but remains much easier to use, faster to deploy and a breeze to maintain. contain budgets PS Tracker can streamline any or all stages of your procure- to-pay process, from initial requisition to final invoice monitor supplier performance approval. The system can either be installed on your hardware or accessed over the Internet as a hosted solution. analyze spend While each component is optional, the PS Tracker e- control inventory procurement software system includes modules for... manage and maintain assets on-line requisitioning and approvalspurchase order processing and trackinginvoice approval budget controlssupplier performancespend analysisinventory controlasset management and maintenance...and much moreClick here to see what people are saying about Smart Systems and our mid-range Purchasing Software Solution, PS TrackerAmanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 8. Customerize your Content Think carefully about what potential clients want to hear, and show you understand their problems before you introduce your products. The copy below offers a fresh take on the original content shown on page seven.8Automate your Purchasing, Inventory and PayablesSmart Systems connects you to your suppliers with affordable, problems before products easy-to-use e-procurement, eprocurement, e-payables and materialmanagement software. PS Tracker create and approve requisitions online standardize ordering procedures track and process purchase orders contain budgets monitor supplier performance analyze spend control inventory trace delivery and receipt approve invoices quot;We have been using PS Tracker for a couple of years now. Wehave eliminated the mess of paper POs that were all but impossibleto track. Smart Systems provided us with a low cost solution to ahigh cost problem.quot;Sarah McAlpine, Director of Finance,Findley FoodsFind out more About what Clients say Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008 9. Resources 9 Sales 2.0 Conference http://www.sales20conf.com/ Writing for Web 2.0 Interaction. The Rockley Blog Oct 21, 2007 http://www.rockley.com/blog/?p=24 Web 2.0 the second generation of the internet has arrived. Its worse than you think. Andrew Keen 15/02/2006 http://www.weeklystandard.com/Content/Public/Articles/000/000/006/714 fjczq.asp?pg=1 OReilly http://www.oreilly.com Sales2.0 http://www.sales2.com Amanda ODonovan + 1 416 456 3859 | email@example.com| firstname.lastname@example.org 2008