Corporate Communications in the 21st Century

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© 2009 Christopher Bishop chief reinvention officer Improvising careers Corporate Communications In the 21 st Century Fairfield University September 29, 2014

Transcript of Corporate Communications in the 21st Century

Page 1: Corporate Communications in the 21st Century

© 2009

Christopher Bishop

chief reinvention officer

Improvising careers

Corporate Communications In the 21st Century

Fairfield UniversitySeptember 29, 2014

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Socio-historical perspectiveNew models Role of social media

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The world is changing…rapidly

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…CRAZY?

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Automobile

Inte

rnet

Technology adoption continues to accelerate

0 25 50 100 125 15075Years

25

50

100TelephoneElectricity

Radio

Television

VCR

PC

Cellular% P

enet

ratio

n

Metaverse

YEARS

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21st century communication has evolved from a tops-down, one way interaction…to a conversation

2004 2014

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Sources we trust have changed

Trusted sources of information according to US Consumers, 1997 and 2007Rated 1 (lowest) to 10 (highest)

Source: eMarketer Bridge Ratings and University of Massachusetts 2007

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Companies no longer control the message

Paid Owned Earned

Print, TV, radio, magazines, banners, in-store media

Brochures, Web sites, Facebook, retail stores, mobile apps

Word-of-mouth, Twitter, YouTube. Flickr, blogs, forums

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The people formerly known as *the audience* are participating

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Communication tactics has evolved to keep up

1. Email

2. PowerPoint presentations

3. Internet/Intranet articles

4. Announcement memos

5. Newsletters

6. Topic/program specific speeches

7. Collateral/flyers/leave-behinds

8. Press releases

9. Blogs

10. Wikis

11. Podcasts

12. Video

13. Enterprise social

14. Virtual world events

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Team exercise #1 – 10 minutes

1. HTML 5

2. Eps

3. Hootsuite

4. Server log

5. Click-throughs

6. Style Guide

7. Cascading Style Sheets

8. InDesign

9. B roll

10. Sentiment analysis

How many of these terms do you know?

• What is it?

• How is it used?

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What are we trying to achieve?

ObjectivesObjectives Key Messages

Key Messages

Segment audience

Segment audience

Determine tactics

Determine tactics

Create calendarCreate

calendar

What are the key messages that we want to communicate?

Who are the audiences by role, org, Geo?

How do they want to receive information?

How frequently do we want to touch them?

Approach: define objectives, identify messages, determine audiences, select tactics and frequency

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Internal communications

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External communications

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Disruptive power of social media

Share expertise

Find expertise Self-promote Make

connections Collaborate Recommend Communicate

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Social marketing: Twitter

Potential additional audience based on 1Q Twitter followers = >141,000

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Social marketing: LinkedIn

Join our community

http://www.linkedin.com/groups?gid=2712554&mostPopular=&trk=tyah
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P&G social recruiting

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Topic: What’s cool about the school? Work in teams 140 characters Include a URL using bit.ly – point to

relevant content Add a picture if you want!

Team exercise #2 – 10 minutes

Create a tweet!

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Prepare for success

Write well

Embrace technology, stay current

Be well-read: know what is going on in the world

Network

Use social tools

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[email protected]

@chrisbishop

www.christopherbishop.net

Stay connected!

http://twitter.com/chrisbishop
http://www.christopherbishop.nethttp/

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