Best to Ask, Where Haven’t I Worked?
• Small business
• Startups
• Corporation
• Entrepreneur
Types
• Sales
• Customer Service
• Marketing
• Management
• Ownership
RolesYou Know You’re At a Startup When…
• Cheap Desk
• Toys
• Your Own Computer
• Baseball Hat
• Can’t Tell if Working
• or Playing
How We’re Going to Get Through This
• Corporate Communication Overview
– Growth complexity
– Technological impact (having fun yet??)
– 3 Key Categories
• 6 Audiences
– Public
– Target Audience
– Customers
– Investors
– Employees
– Government Entities
• Google Communicating
• Questions
• Time to Wake Up, I’m Done.
Corporate Communication
Corporations must communicate what we learned in kindergarten (hopefully).
Listening Skills
Ethics
Trust
Corporate CommunicationComplexity Increases with Growth
Start
•Each Other (Larry & Sergey)
1998 Research Studey
•University
1999 Growth
•Employees
2002 AdWordsProducts
•More Target Audience(s)
2004 IPO
•Investors
2005 Data Request
•Government
Need Employees
Business Growth
More Audiences
Products & Services
Report to Investors
Accept Funding
Corporate Communication
Technology Morphed Expectations
• Instantaneous Response
• Two-Way Convo
• Everyone Can Be Heard
What to Communicate?
• Corporate/social responsibility
• Ethics
• Product/service quality
1886
• 3.7 Billion Mail Pieces Handled by USPS
2000
• 207 Billion Mail Pieces Handled by USPS
2013
• 182.9 Billion Emails PER DAY
USPS Source: https://about.usps.com/who-we-are/postal-history/pieces-of-mail-since-1789.pdfEmail Source: http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf
…With the Public
Gain Positive Reputation
Sway Public Opinion
Tech:
•Compromise accuracy for speed
•Through media
•Google, Social media, news, blogs
Titanic Sunk: 2am 4/15/1912.
NYT Article: 4/16/1912, Over 24 Hours Later
Congrats on being 1st… and wrong.
“Before cable & web, this would have played out far more out of sight. Doesn’t exempt journalists from having to report w great care.” –David Folkenflik NPR
Source: http://www.poynter.org/latest-news/regret-the-error/158541/a-year-later-false-reports-of-rep-giffords-death-still-reverberate-for-the-press/
…with Target Audience(s)
Marketing Messaging
“…to be served rather than sold”
Tech:
• Break barriers to customers (spam filters)
• Social media, website, blog, reviews
Content Pieces Per Month
Tweets Per Day
Source Spam: http://mashable.com/2013/08/09/70-percent-email-is-spam/
FB: https://blog.kissmetrics.com/facebook-statistics/ | Twitter: https://about.twitter.com/company
…with Customers
Marketing messaging Customer Service
Tech:
• Online forums, customer service portals, email updates
• On customer’s schedule, not corporations’
…with Investors
Profitability VP/C-Level Exec
Messaging May Contradict With
Gov’t/Public
Tech:
• Video & screen shared conference calls
• All financials downloadable
…with Employees
Motivate, Inspire, Appreciate
Best Place to Work!
Taken Care Of Human Resources
Tech:
•Email, online portals, internal social media, chat
•Inundated with “CYA”
Response Rate on Employee Surveys
Employed as of 2011.
Source: http://www.siop.org/article_view.aspx?article=892 | http://www.wired.com/2011/03/mf_larrypage/all/
…with Government Entities
Compliance & Legality
Messaging Challenges With
Other Publics
Google vs. Baidu Search Today
Accounting, HR, Management
Tech:
• Gov’t operates at a far slower pace
• Email, cloud file storage
Google Tackling Worldwide
1. Corporate/Social Responsibility
2. Ethics
3. Product/Service Quality
Google Transparency
Report
Google: Corporate/Social Responsibility
• Communicates to: publics, customers, government
Actions: Refusing to turn over search query data
• Access to information for all.
Mission Statement:
• Self-driving cars reduce accidents
• High-speed fiber optic internet for rural access
Furthering Society with Innovation:
• No sell-outs to company bidders
• Punish cheaters large and small
Keeping Organic Search “Earned”:
Ethics
Motto: Don’t Be Evil
Gmail Recent Headline?
Porn and Adult Content Out of General Search
Source: http://netforbeginners.about.com/cs/secondaryweb1/a/secondaryweb.htm
Gmail Ad Scanners Catch Child Pornography Suspect, Turn in to Authorities. 09/2014
of the Web is Indexed by search engines
Fascinated? Entranced?Learn More
• https://www.melcrum.com/blog/struggling-communicate-company-strategy-just-google-it
• https://www.evernote.com/shard/s45/sh/ad390004-66db-409b-a804-ba4a65767a8f/ad45f15e1540fa296c78b4126af9cc1a
• http://www.businessinsider.com/what-its-really-like-to-be-a-google-intern-2013-5