communicate with people in mind
DESCRIPTION
CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING. Three best practices for companies living in a complex world.TRANSCRIPT
Via A. Caccianino, 3 - 20131 Milano www.biscioneassociati.it
communicate with people in mind
CONTENT STRATEGY, OFFER DESIGN, HUMANISTIC MARKETING. Three best practices for companies living in a complex world.
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World is complex, we know.
THE WORLD
liVinG in a complex woRld
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World is complex, we know.
THE WORLD
liVinG in a complex woRld
It is made up by a huge variety of human interactions and each person has got his peculiar interests and attitudes.
interaction with: associates,
investors and stakeholders, business communities, ...
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The former criteria once adopted to segment the world are no longer enough.
geographical, sociodemographical, psycographic and behavioural segments
interaction with: associates, investors and stakeholders, business communities, ...
World is complex, we know.
THE WORLD
liVinG in a complex woRld
It is made up by a huge variety of human interactions and each person has got his peculiar interests and attitudes.
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people RatheR than conSumeRS
No more just consumers.
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people RatheR than conSumeRS
No more just consumers.• We address to people.
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people RatheR than conSumeRS
No more just consumers.• We address to people. • People grouped in tribes.
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No more just consumers.• We address to people. • People grouped in tribes.
The world is peopled with many worlds.Liquid galaxies, not homogeneous groups of people sharing the same values, cultures, believes, habits. Communities grow up around brands, products, believes, hobbies.
THE WORLD
people RatheR than conSumeRS
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The relationship between company and world comes true through sharing.
contentS focuSed on RelationShip
COMPANY
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Contents sharing: ideas, infos, images...The relationship between company and world comes true through sharing.
contentS focuSed on RelationShip
CONTENTS
COMPANY
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grouped in formats (advertising, brochures, catalogues)
The relationship between company and world comes true through sharing.
contentS focuSed on RelationShip
CONTENTS
FORMATS
Contents sharing: ideas, infos, images...
COMPANY
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conveyed through different channels.
CHANNELS
grouped in formats (advertising, brochures, catalogues)
The relationship between company and world comes true through sharing.
contentS focuSed on RelationShip
CONTENTS
FORMATS
Contents sharing: ideas, infos, images...
COMPANY
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a new kind of caRe and a new SenSibility aRe needed to naViGate thiS Sea.
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thRee main taSkS
1 The offer: Does it properly enhance the personality and the project of the company?
OFFERDESIGN
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thRee main taSkS
2 The contents: Are they consistently grouped? Are they easily accessible?
Do the content’s adressees consider it a value?
1 The offer: Does it properly enhance the personality and the project of the company?
OFFERDESIGN
CONTENT STRATEGY
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3 Do company and people talk with each other? Do we know the tribes we refer to?
thRee main taSkS
1 The offer: Does it properly enhance the personality and the project of the company?
OFFERDESIGN
CONTENT STRATEGY
HUMANISTIC MARKETING
2 The contents: Are they consistently grouped? Are they easily accessible?
Do the content’s adressees consider it a value?
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KEY CONCEPTS• Integration. The offer design makes the roadmap clearer and gives an holistic point of view. The management can be more aware of the communication potential of its products and company strategies.
• Visuals. Visuals represent systems and relationships much more effectively than text and figures.
• Organisation. Creative ideas have to preserve their integrity and consistency also in the implementation phase.
Visual representation is important to set out the offer with a consistent and integrated communication architecture. New energy-giving and vital elements enrich the offer to the market.
offeR deSiGn
infoGRaphic deSiGn, offeR aRchitectuRe
COMPANY
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KEY CONCEPTS• Conversation. Listen to what the people are saying, interacting with useful contributions.
• Sustainability. Creating a communication model for a sustainable and successful implementation and conveyance of contents.
• Proximity. Putting contents where they need to be found.
FORMATS
Producing and conveying high quality contents, respecting the peculiarities of each channel, the overall consistency, the people we are communicating with.
content StRateGy
conceptS, foRmatS, deSiGn, infoRmation aRchitectuRe
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KEY CONCEPTS• Images and metaphors. Keeping away from triviality, thinking of new metaphers which highlight the company personality and implement its own project.
• Storytelling. Stories aimed at attracting and involving people.
• Trends anticipation. Creating new interactions with customers by using advanced techniques (such as games or training).
People(to communicate with) and tribes (to be understood)rather than target segments.
humaniStic maRketinG
liSteninG, dialoGue, StoRieS
THE WORLD
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www.biscioneassociati.it Via A. Caccianino, 3 - 20131 Milano