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TheFutureof
SustainableCommunications
Seven Key Transformative Changes for 21° Century Companies
April 2013Istanbul	
  
The key obstacle you may have to overcome is
the ability to abandon your old
communication and marketing habits
for new, r...
Recognize your past
1.
Think back of it:
What characterized
the communication approach
of the mass media era?
Yelling
Targeting
Interrupting
Showiingoff
Persuading
Review: Mass-Media Style Communication
1.  Yellasloudasyoucan
Review: Mass-Media Style Communication
1.  Yellasloudasyoucan
2.  Targetwhereyoucanhitthemost
Review: Mass-Media Style Communication
1.  Yellasloudasyoucan
2.  Targetwhereyoucanhitthemost
3.  Interruptasfrequentlyaspossible
Review: Mass-Media Style Commun...
1.  Yellasloudasyoucan
2.  Targetwhereyoucanhitthemost
3.  Interruptasfrequentlyaspossible
4.  Showoffatanypriceinanycircu...
1.  Yellasloudasyoucan
2.  Targetwhereyoucanhitthemost
3.  Interruptasfrequentlyaspossible
4.  Showoffatanypriceinanycircu...
the “fastidious”
brand
Reorient yourself
2.
Today, there are TWO ways
that new clients can find you
a) Via a Google Search
or...
b) by asking your friends...
Photo credit: Glamour.com
...or other people you trust
on your favorite social networks
(somuchso,thatnowGoogleandBing
areservingyousearchresultsthatreflect
whatyourfriendslike,shareandfaveonsocialnetworks.)
Thisiswhytwothingsareessential
tobesuccessfulonlinetomorrow:
a)  to be easily findable
b)  to have a good reputation
So,giventhesepremises,
whatshouldyoubedoing?
3.
7 New Trends
that revolutionize the way
to communicate and market online
1) from broadcasting to
1) from broadcasting to
Intercepting specific needs
“Remote monitoring of construction works”
remontech.com
“Aerial architectural photography”
halifaxarchitectural.ca/aerial-architecture-photography.html
2) from targeting demographics
2) from targeting demographics
To intercepting “tribes”
architectmap.net
getlittlebird.com
linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about
3) from interrupting
To becoming relevant
3) from interrupting
theconstructionindex.co.uk
buildersconference.co.uk
mustseemap.klm.com
4) from showing off
4) from showing off
To educating and informing
iq.intel.com
remontech.com/category/media
Social Media in Action
A Comprehensive Guide
for Architecture, Engineering, Planning and Environmental Consulting Firms
By...
5) from persuasion
5) from persuasion
To listening
starbucks.com/coffeehouse/learn-more/my-starbucks-idea
twitter.com/comcastcares
ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
6) from hiding customers
6) from hiding customers
To showcasing them
fiestamovement.com
grasshopper.com
grasshopper.com/happy-customers/
7) from brand creation
7) from brand creation
To building trust
from being a fastidious
“brand”
to becoming a “true and trusted”
to becoming a “true and trusted”
friend-partner
Review
Approaches Compared
dddddddd
NewOld
Approaches Compared
Screaming
dddddddd
NewOld
Approaches Compared
Screaming
dddddddd
Targeting
NewOld
Approaches Compared
Screaming
dddddddd
Targeting
Interruptive,Distracting
NewOld
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
NewOld
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Interc...
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Interc...
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Interc...
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Interc...
Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Intercepting
TribeFinding
C...
Stop selling,
build long-lasting relationships
Find this presentation here:
http://slideshare.net/RobinGood/YEMDesign2013
www.MasterNewMedia.org
POP.robingood.it
Twitter.com/RobinGood
Facebook.com/RobinGood
Youtube.com/RobinGood
Bit.ly/POPCampu...
Photo credits: Shutterstock.com
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
The Future of Sustainable Communications - EkoDesign 2013 Istanbul
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The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did.

With the only difference that what they used to do in print, TV or radio, they now do it on the Internet.

Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches.

To make corporate communications effective and economically sustainable in the near future, companies need to:

a) better understand the changes that have taken place and

b) openly embrace a new way of communicating and sharing information with their customers.

The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them.

The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.

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The Future of Sustainable Communications - EkoDesign 2013 Istanbul

  1. 1. TheFutureof SustainableCommunications Seven Key Transformative Changes for 21° Century Companies April 2013Istanbul  
  2. 2. The key obstacle you may have to overcome is the ability to abandon your old communication and marketing habits for new, radically different ones
  3. 3. Recognize your past 1.
  4. 4. Think back of it: What characterized the communication approach of the mass media era?
  5. 5. Yelling
  6. 6. Targeting
  7. 7. Interrupting
  8. 8. Showiingoff
  9. 9. Persuading
  10. 10. Review: Mass-Media Style Communication
  11. 11. 1.  Yellasloudasyoucan Review: Mass-Media Style Communication
  12. 12. 1.  Yellasloudasyoucan 2.  Targetwhereyoucanhitthemost Review: Mass-Media Style Communication
  13. 13. 1.  Yellasloudasyoucan 2.  Targetwhereyoucanhitthemost 3.  Interruptasfrequentlyaspossible Review: Mass-Media Style Communication
  14. 14. 1.  Yellasloudasyoucan 2.  Targetwhereyoucanhitthemost 3.  Interruptasfrequentlyaspossible 4.  Showoffatanypriceinanycircumstance Review: Mass-Media Style Communication
  15. 15. 1.  Yellasloudasyoucan 2.  Targetwhereyoucanhitthemost 3.  Interruptasfrequentlyaspossible 4.  Showoffatanypriceinanycircumstance 5.  Persuadecustomersaboutwhattodo Review: Mass-Media Style Communication
  16. 16. the “fastidious” brand
  17. 17. Reorient yourself 2.
  18. 18. Today, there are TWO ways that new clients can find you
  19. 19. a) Via a Google Search
  20. 20. or...
  21. 21. b) by asking your friends... Photo credit: Glamour.com
  22. 22. ...or other people you trust on your favorite social networks
  23. 23. (somuchso,thatnowGoogleandBing areservingyousearchresultsthatreflect whatyourfriendslike,shareandfaveonsocialnetworks.)
  24. 24. Thisiswhytwothingsareessential tobesuccessfulonlinetomorrow: a)  to be easily findable b)  to have a good reputation
  25. 25. So,giventhesepremises, whatshouldyoubedoing?
  26. 26. 3. 7 New Trends that revolutionize the way to communicate and market online
  27. 27. 1) from broadcasting to
  28. 28. 1) from broadcasting to Intercepting specific needs
  29. 29. “Remote monitoring of construction works” remontech.com
  30. 30. “Aerial architectural photography” halifaxarchitectural.ca/aerial-architecture-photography.html
  31. 31. 2) from targeting demographics
  32. 32. 2) from targeting demographics To intercepting “tribes”
  33. 33. architectmap.net
  34. 34. getlittlebird.com
  35. 35. linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about
  36. 36. 3) from interrupting
  37. 37. To becoming relevant 3) from interrupting
  38. 38. theconstructionindex.co.uk
  39. 39. buildersconference.co.uk
  40. 40. mustseemap.klm.com
  41. 41. 4) from showing off
  42. 42. 4) from showing off To educating and informing
  43. 43. iq.intel.com
  44. 44. remontech.com/category/media
  45. 45. Social Media in Action A Comprehensive Guide for Architecture, Engineering, Planning and Environmental Consulting Firms By Amanda Walter & Holly Berkley amazon.com/gp/product/0985146915
  46. 46. 5) from persuasion
  47. 47. 5) from persuasion To listening
  48. 48. starbucks.com/coffeehouse/learn-more/my-starbucks-idea
  49. 49. twitter.com/comcastcares
  50. 50. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
  51. 51. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79
  52. 52. 6) from hiding customers
  53. 53. 6) from hiding customers To showcasing them
  54. 54. fiestamovement.com
  55. 55. grasshopper.com
  56. 56. grasshopper.com/happy-customers/
  57. 57. 7) from brand creation
  58. 58. 7) from brand creation To building trust
  59. 59. from being a fastidious “brand”
  60. 60. to becoming a “true and trusted”
  61. 61. to becoming a “true and trusted” friend-partner
  62. 62. Review
  63. 63. Approaches Compared dddddddd NewOld
  64. 64. Approaches Compared Screaming dddddddd NewOld
  65. 65. Approaches Compared Screaming dddddddd Targeting NewOld
  66. 66. Approaches Compared Screaming dddddddd Targeting Interruptive,Distracting NewOld
  67. 67. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting NewOld
  68. 68. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Talking-oriented Old
  69. 69. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Talking-oriented Old Intercepting
  70. 70. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Talking-oriented Old Intercepting TribeFinding
  71. 71. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Talking-oriented Old Intercepting TribeFinding Contextual-Relevant
  72. 72. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Talking-oriented Old Intercepting TribeFinding Contextual-Relevant Educational-Informative
  73. 73. Approaches Compared Screaming Auto-referential dddddddd Targeting Interruptive,Distracting New Intercepting TribeFinding Contextual-Relevant Educational-Informative Talking-oriented Listening-oriented Old
  74. 74. Stop selling, build long-lasting relationships
  75. 75. Find this presentation here: http://slideshare.net/RobinGood/YEMDesign2013
  76. 76. www.MasterNewMedia.org POP.robingood.it Twitter.com/RobinGood Facebook.com/RobinGood Youtube.com/RobinGood Bit.ly/POPCampus April 2013Istanbul  
  77. 77. Photo credits: Shutterstock.com
  • giuga76

    Sep. 1, 2015
  • ManishNamdeo1

    May. 22, 2015
  • nannigreco

    Apr. 15, 2013

The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did. With the only difference that what they used to do in print, TV or radio, they now do it on the Internet. Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches. To make corporate communications effective and economically sustainable in the near future, companies need to: a) better understand the changes that have taken place and b) openly embrace a new way of communicating and sharing information with their customers. The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them. The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.

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