Download - Communicating in a 2.0 World

What is Communication 2.0?

A 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 they’d find the information useful. In a 2.0 world,

it’s 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 Products feel the pain and present yourself as the healer

¨ Responsive, Authentic and Dynamic create a conversation, be honest and write energetically

¨ Democratic Content expand your sources and understand that many people consume your message

¨ Architecture of Participation maximize your message by encouraging contribution and harnessing collective intelligence

¨ Show and Tell describe and support your value by creating a connection to positive experiences

¨ Balancing and Juggling make use of multiple channels of communication and don’t forget to refresh

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Amanda O’Donovan + 1 416 456 3859 | [email protected] © 2008

What is Communication 2.0?

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 they’d find the information useful. In a 2.0 world,

it’s 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

help your customers get what they want, instead of feeding them what you want

create a conversation, be honest and write energetically

expand your sources and understand that many people consume your message

maximize your message by encouraging contribution and harnessing collective intelligence

describe and support your value by creating a connection to positive experiences

make use of multiple channels of communication and don’t forget to refresh

[email protected] | www.amandaodonovan.com

Intimacy

An 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 Audience

you can’t 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 they’re looking for, what they need and how much they already know

¨ Create a Conversation

clients 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 Relationship

inspire a feeling of trust and don’t be afraid to change

n 1.0 communications were proprietary and protective

n 2.0 communications are open, confident and willing to evolve

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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.

Ask your peers, employees, competitors, clients

Visit websites, chat forums, seminars, tradeshows, attend webinars, download podcasts

Promote user conferences, join industry associations, consider social networking

Find out what they’re looking for, what they need and how much they already know

inspire a feeling of trust and don’t be afraid to change

1.0 communications were proprietary and protective

2.0 communications are open, confident and willing to evolve


Interaction

A 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, you’re steward, not commander-in-chief. You need to listen to what clients and prospects are asking for, 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 clients, industry experts etc.

¨ A Reality Show

people expect to interact with the content creator

n It’s 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

¨ Democratization of Content

communication is now a collective process

n Collaborate with well-informed sources to create, edit and add value

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 Wise

use 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

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You can no longer serve up information and expect readers to eat what you feed them. In a 2.0 world, chief. You need to listen to what clients and prospects are asking for,

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,

people expect to interact with the content creator

It’s no longer enough to create, publish and distribute

Establish a dialogue and encourage feedback, questions

Explore different media: print, web, email, blogs, wikis, conferences, comment forums, IM, SMS

like with e.g. cleverly-scripted video

informed sources to create, edit and add value

Decide how you will interact and what control users will have over content

Many people consume your message: clients, suppliers, employees, partners, competitors

Are case studies, white papers and newsletters more popular, or is your blog the biggest hit?

Feed your site visitors with more of what they want


Innovation

An 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 don’t constantly entertain them with new material that mirrors their preferences. But be prepared to loosen your grip on the information you’re distributing. When you cooperate with others, your content becomes richer and more attractive.

¨ Refreshing Content

discipline 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 don’t always have to invent it, just link it to their attention

¨ Customized Content

nip 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 what’s important

¨ Cooperative Content

some rights reserved

n Consider this concept that relaxes restrictions to promote creative cooperation

n Strike a balance between end-user’s free use and author’s intellectual property rights

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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 don’t constantly entertain them with new material that mirrors their preferences. But be prepared to loosen your grip on the information you’re distributing. When you cooperate with others, your content becomes richer and more attractive.

discipline yourself to find new ways to communicate

Website visitors are constantly searching for something new

Surprise them, update them and nudge them regularly

You don’t always have to invent it, just link it to their attention

nip and tuck your offerings to make them personal

Recognize different user needs/profiles and serve up content appropriately

Push out personalized information and data updates to subscribers using RSS feeds

Consider this concept that relaxes restrictions to promote creative cooperation

user’s free use and author’s intellectual property rights


Harmony

A 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 everyone, and portrays you as you wish to be seen.

¨ Coherent Communication

whichever 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 message

Clients

Competitors

Partners

Suppliers

Employees

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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

whichever way it faces, communication should always match your messaging

many of them will relay your message to clients

Align your marcomms with sales conversations

Support your value proposition with proof of problems solved

Watch for consistency of expression across all media by moderating your content

Drive traffic to your website with a matching print message


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 reader…

Purchasing Software (e-procurement software) by Smart Systems.

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PS Tracker provides the same benefits as much larger and more expensive e-procurement systems but remains much easier to use, faster to deploy and a breeze to maintain.

PS Tracker can streamline any or all stages of your procure- to-pay process, from initial requisition to final invoice approval. The system can either be installed on your hardware or accessed over the Internet as a hosted solution.

While each component is optional, the PS Tracker e- procurement software system includes modules for...

¨ on-line requisitioning and approvals

¨ purchase order processing and tracking

¨ invoice approval

¨ budget controls

¨ supplier performance

¨ spend analysis

¨ inventory control

¨ asset management and maintenance

...and much more

Click here to see what people are saying about Smart Systems and our mid-range Purchasing Software Solution, PS Tracker

Nouns Fail to Create a Connection…

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Verbs Promote Action

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 reader…

¨ create and approve requisitions online

¨ track and process purchase orders

¨ approve invoices

¨ contain budgets

¨ monitor supplier performance

¨ analyze spend

¨ control inventory

¨ manage and maintain assets


http://www.palmas.com/Default.asp?MenuID=55&PageId=96



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.

prob

lem

s bef

ore

prod

ucts

Automate your Purchasing, Inventory and Payables Smart Systems connects you to your suppliers with affordable, easy-to-use e-procurement, e management 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

"We have been using PS Tracker have eliminated the mess of paper POs that were all but impossible to track. Smart Systems provided us with a low cost solution to a high cost problem."

Sarah McAlpine, Director of Finance,

Findley Foods

Find out more About what Clients say…

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

Automate your Purchasing, Inventory and Payables Smart Systems connects you to your suppliers with affordable,

procurement, e-payables and material management software.

create and approve requisitions online

standardize ordering procedures

track and process purchase orders

monitor supplier performance

trace delivery and receipt

PS Tracker for a couple of years now. We have eliminated the mess of paper POs that were all but impossible to track. Smart Systems provided us with a low cost solution to a

Sarah McAlpine, Director of Finance,

Find out more About what Clients say…


Resources

¨ 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. It’s worse than you think. Andrew Keen 15/02/2006 http://www.weeklystandard.com/Content/Public/Articles/000/000/006/714 fjczq.asp?pg=1

¨ O’Reilly http://www.oreilly.com

¨ Sales2.0 http://www.sales2.com

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http://www.sales20conf.com/

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. It’s worse than you

http://www.weeklystandard.com/Content/Public/Articles/000/000/006/714


http://www.sales20conf.com/

http://www.rockley.com/blog/?p=24

http://www.weeklystandard.com/Content/Public/Articles/000/000/006/714fjczq.asp?pg=1

http://www.oreilly.com/

http://www.sales2.com/

Download - Communicating in a 2.0 World

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