communicate (2015-2016)
TRANSCRIPT
Communicate? Communicate!IED, 26 Apr 2016 Lesson 8/2016
Frieda Brioschi / Emma Tracanella [email protected] / [email protected]
8.. Communicate? Communicate!
Programma del corso1. Start-ups
2. Ideas in context
3. Ideas Management
4. Market, Value and Business Model
5. Business Model Canvas
6. Being net
7. Start-up ecosystem and law
8. Communicate? Communicate!
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8.. Communicate? Communicate!
Oggi parliamo di..• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione
• Comunicazione ;-)
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8.. Communicate? Communicate!
Problemi “noti”
• Mancanza nella gestione dei cambiamenti dei requisiti
• Cattiva comunicazione
• Inadeguatezza del team
• Requisiti non ben definiti
• Stime non accurate
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8.. Communicate? Communicate!
Problemi “noti”
• Mancanza di un piano di gestione dei Rischi
• Cosa significa “Finito”?
• Poco tempo dedicato alla gestione dei progetti
• Essere sempre troppo ottimisti!
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Where are we?
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies."
Cluetrain Manifesto, 1999
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http://en.wikipedia.org/wiki/Cluetrain_Manifesto
8.. Communicate? Communicate!
Social media• Online technologies and practices that people use to share text,
image, video and audio.
• Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."
• They represent a change in how people learn, read and share information and contents: a blend between sociology and technology takes place and it tranforms a monologue (1-to-many) into a dialogue (many-to-many) and information result democratized, transforming persons from users to editors.
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Social networkDanah Boyd and Nicole Ellison define a social network as "a web-based services that allow individuals to:
• construct a public or semi-public profile within a bounded system,
• articulate a list of other users with whom they share a connection, and
• view and traverse their list of connections and those made by others within the system.
The nature and nomenclature of these connections may vary from site to site.
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http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
8.. Communicate? Communicate!
Social Vs industrial mediaSome parameters:
• Reach: global audience
• Accessibility: government or corporate (privately owned)/generally available to the public at little or no cost
• Usability: specialized skills and training/anyone with access can operate the means of social media production
• Immediacy: instantaneous, days, weeks, or even months/instantaneous
• Permanence: cannot be altered/can be altered almost instantaneously by comments or editing
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http://en.wikipedia.org/wiki/Social_media
8.. Communicate? Communicate!
Networked publics/1
According to Danah Boyd, social network sites can be understood as networked publics which are simultaneously:
• the space constructed through networked technologies and
• the imagined community that emerges as a result of the intersection of people, technology, and practice
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http://www.danah.org/papers/TakenOutOfContext.pdf
8.. Communicate? Communicate!
Networked publics/2
Four properties:
• persistence
• searchability
• replicability
• scalability
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http://www.danah.org/papers/TakenOutOfContext.pdf
Three dynamics:
• invisible audiences
• collapsed contexts
• the blurring of public and private
8.. Communicate? Communicate!
Top 3 SN
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http://vincos.it/2016/02/26/la-mappa-dei-social-network-nel-mondo-gennaio-2016/
8.. Communicate? Communicate!
Why?
If I write in a well-aimed and simple manner, I can obtain a double effect since:
• my contents are shared by my followers and can reach a wider audience
• my pagerank, and generally the presence of my brand on search engines, will increase
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Customizing
• Pages and profiles should always be customized and complete, since they're my public presentation.
• I need to include at least:
• a photo (my logo?)
• a cover image
• some information about me/my company.
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Fixing
• I can always modify my post: if (when!) I discover an error, I must fix it as soon as possible.
• Besides, remember to add "content" to your posts, by including your opinion/doubts and not just publishing useful links.
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Continuity
• Try to publish fresh news at least once a day...
...but not too often.
• Information overflow is a problem!
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Groups
• Join groups, since there you may:
• Find useful info
• Take part in discussions
• Find customers/partners/etc.
• Don't use groups ONLY as an adverting place, spamming is unfair (and often backfires).
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Habits
• Learn local habits and adopt them, or help in creating new habits.
• Such as...
• Friday on Twitter is Follow Friday #FF.
• Thursday on Google+ is the moment to share interesting circles.
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Immediacy
Try to create immediate content: text and images are quick, few videos are ok, watch out for external links.
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Time & day
• During early morning and after dinner the online information flow is lower: I've more chance that my message reach my public.
• For the same reason, Sunday is a great moment for publishing new contents.
• But, mind!...
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Time & day /2...That is not always true!
• Some social media (Reddit, Friendfeed) rely on word of mouth to keep the focus on a news piece.
• If you write when too few people is there to read and “up” your post, it will fade out quickly.
• Be aware that some websites have more public during the working hours, some are more active in the night, some are more continuous (especially if they have a worldwide community).
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Concise• Pay attention to lenght!
• The message should be clear but not too long.
• Length is related to which medium I'm using:
• Twitter: 140 chars
• Facebook: Few lines
• Blog: Few paragraphs
• Newspaper: Few pages
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Diversifying
• Remember that you can use as many ways of communicating as possible: beyond text/image/video, you can involve people with photo galleries and polls.
• In some settings, sound, lights and movement are great attention catalysts.
• Think of Steve Job's Keynotes!
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URL shortener
• Better avoided.
• With a visible link, the user knows what to expect once he clicks.
• If they are really needed, use an URL shortener that allows to give a custom name to your links.
• Consider that some security systems blocks URL shorteners and redirects in order to prevent malware exploits.
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Basic assumption
"Markets are Conversations"
Cluetrain Manifesto, 1999
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http://en.wikipedia.org/wiki/Cluetrain_manifesto
8.. Communicate? Communicate!
Conversating
• Join the conversations and answer to comments.
• As in many other environments, on Social Networks it is critical to listen!
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Listening• Listening is not only a matter of courtesy, but a powerful
instrument that can let you:
• Discover the environment and its opinion leaders
• Measure the “sentiment” of a brand/product and its competitors
• Improve the management of communication, especially on social media
• Enhance CRM
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Roles
• Present yourself with an official profile whenever needed.
• If you want a more direct and involving communication, set up some personal profiles for your key figures.
• Human relations are more pleasant and well received.
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RulesExternal
• Rules of engagement for my readers
• Moderation
• Etiquette
• Stay in topic
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Internal
• Your communication must be uniform
• Decide who decides what
• Keep a regular schedule
• Make clear who should answer
8.. Communicate? Communicate!
Spreading
• The channels I oversee (not necessarily the channels I own) must be advertised and the word spread: on your website, newsletters and events.
• Linking a company profile to a “person” (true or fake) profile could be a plus.
• Your employees/partners could be your best presentation.
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Press release
• Include your social channels in the press releases!(mostly FB and Twitter)
• Text should be tought out to be shared, too.
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Objectives
To make measured evaluations, you need targets:
• Increase the number of followers
• Increase the daily interactions
• Increase the percentage of readers coming to the website from Social Networks
• Increase the number of subscribers coming from SNs
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Techniques• Observe and copy what you think interesting
• Answer. At least once a day. Readers must not always be the first to interact, must they?
• Sometimes, share informations not strictly correlated to your business
• Be personal, impersonal is not sexy
• Keep in mind that a question mark every now and then is important.
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Storytelling
• Use SNs to tell stories, not only the core of your business.
• If you set up an event, tell something about it, its background, challenges, successes etc.
• Create expectations (and meet them)
• Narrate the everyday life of the agency/company: a photo of the team, a personal touch...
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Get a plan!
To make a good plan, you need:
1. Analysis
2. Strategy
3. Action
3bis.Luck
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8.. Communicate? Communicate!
Analysis• Is anyone talking about me online?
• Where? How?
• (Is the presence on that channel worthy?)
• What do my competitors do?
• What they do well?
• What can I learn from them?
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Strategy
• What channel I decided to oversee?
• What are the targets for each channel?
• BE SMART (Specific, Measurable, Attainable, Relevant, Timed)
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Actions
• Actions must not be unrelated from each other.
• Integration is the word: newsletter, websites, events, all the ways of communications must be coordinated
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