Download - International Communications Strategy - Book Launch

1

BySilvia Cambié and Yang-May Ooi

London, 9th September 2009

The Day the World Changed

http://images.google.co.uk/imgres?imgurl=http://www.welt.de/multimedia/archive/1242820129000/00813/eng_Berlin_Wall_BM__813612g.jpg&imgrefurl=http://www.welt.de/english-news/article3759078/Germans-rediscover-sense-of-patriotism.html&usg=__MBlCzHo3eeMzhDJi6jru4ngCbLY=&h=320&w=480&sz=52&hl=en&start=203&sig2=xxcsQT7jgPDt5iYBz1G9fg&tbnid=cd1-O6Qv6HBCuM:&tbnh=86&tbnw=129&prev=/images%3Fq%3Dfall%2Bof%2Bberlin%2Bwall%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D200&ei=n6SKSqeaL4vu-QapoZTZDw

http://images.google.co.uk/imgres?imgurl=http://3.bp.blogspot.com/_sjmxrHygBno/R8fStWLYDlI/AAAAAAAAAyo/m_2tBwGSvQk/s400/velvet%2Brevolution.jpg&imgrefurl=http://dulyconsider.blogspot.com/&usg=__64PukhsW9hHYpQbOpML5ep1GEiE=&h=250&w=375&sz=83&hl=en&start=3&sig2=vEvzpamVFRLNh4lwfA0Gqg&tbnid=Axl6YKD6Jzj_uM:&tbnh=81&tbnw=122&prev=/images%3Fq%3Dvelvet%2Brevolution%26gbv%3D2%26hl%3Den%26sa%3DG&ei=6KSKSriyDdvV-Qacz5DZDw

http://images.google.co.uk/imgres?imgurl=http://rlv.zcache.com/journalism_it_is_tshirt-p235537977726892242c1m0_400.jpg&imgrefurl=http://www.zazzle.com/journalism_it_is_tshirt-235537977726892242&usg=__YriQdZ-IILOHAXXrECTna7W0q7w=&h=400&w=400&sz=27&hl=en&start=123&sig2=-xQ_y3R6egEUDfYi7fjHOA&tbnid=hRV27ZC2fWEfLM:&tbnh=124&tbnw=124&prev=/images%3Fq%3Djournalism%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D120&ei=ezOiSoDJNI2t4QbKt8XtDw

http://images.google.co.uk/imgres?imgurl=http://www.cbc.ca/gfx/images/news/photos/2009/03/25/chart-w-istock.jpg&imgrefurl=http://www.cbc.ca/money/story/2009/03/25/f-forbes-intelligent-investing.html&usg=__ltoEHa_0tvfxgvxEegQdtYs44OQ=&h=328&w=584&sz=21&hl=en&start=81&sig2=p9n9hNp2pEZQd-ZX2Fj4PQ&um=1&tbnid=dAa3kvLNoVqRAM:&tbnh=76&tbnw=135&prev=/images%3Fq%3Dfinancial%2Bnews%26ndsp%3D20%26hl%3Den%26rlz%3D1T4DKUK_enGB227GB229%26sa%3DN%26start%3D80%26um%3D1&ei=JNikStGRLJLJ-QanwOjQDw

Change is Still Happening

Mutual Fund Assets under Management

• Europe -10%• North America +7.4%• Asia +19.2%• South Africa +60.9%• South America +37.6%

April 2009Source: Cerulli Associates

http://images.google.co.uk/imgres?imgurl=http://www.proactiveinvestors.co.uk/genera/img/companies/news/china_ball350_4a72f6307f055.jpg&imgrefurl=http://www.proactiveinvestors.co.uk/companies/news/6988/china-markets-end-higher-making-july-the-best-month-in-two-years-6988.html&usg=__iWRENP2MOorQk19upTJslG2L2GA=&h=349&w=350&sz=24&hl=en&start=71&sig2=nA3N8pnsQyzugBKq-kMDhQ&tbnid=gMu2biTthiqVYM:&tbnh=120&tbnw=120&prev=/images%3Fq%3DChina%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D60&ei=haaKStSQM4fj-Qba65jWDw

http://images.google.co.uk/imgres?imgurl=http://www.hongkiat.com/blog/wp-content/uploads/india.jpg&imgrefurl=http://www.hongkiat.com/blog/creative-ads-from-att-wireless-international-roaming/&usg=__A1mhpJJDoj605OKvef7O3BblAHI=&h=347&w=500&sz=44&hl=en&start=112&sig2=cxYoErVGUF9GjR0X7-KSKQ&tbnid=SyRw1H2XP9R4sM:&tbnh=90&tbnw=130&prev=/images%3Fq%3DIndia%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D100&ei=gKyKSq_5PJjf-QbKy4ncDw

http://images.google.co.uk/imgres?imgurl=http://www.investinbrazil.com/img/Economy.jpg&imgrefurl=http://www.investinbrazil.com/exibe_conteudo.php%3Fid_conteudo%3D15&usg=__UvoXzPC_SmeEiZsLpGJEBQEkLPk=&h=240&w=170&sz=13&hl=en&start=71&sig2=oyqWY_S11AWk-bg1vSOCag&tbnid=mj6NuagBuAsGjM:&tbnh=110&tbnw=78&prev=/images%3Fq%3Dbrazilian%2Beconomy%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D60&ei=MTiiSo_2C8KC4Qav8azvDw

Globalization 3.0

• New type of multinational coming on world stage

• Not aping the West• Used to dealing with

ambiguity and paradoxes

http://images.google.co.uk/imgres?imgurl=http://media.economist.com/images/20090627/D2609FN1.jpg&imgrefurl=http://www.economist.com/businessfinance/displayStory.cfm%3Fstory_id%3D13900125&usg=__QNCmyO7kCNnSq6FT8jJzqiLtDAg=&h=301&w=450&sz=31&hl=en&start=153&sig2=AXve9BeunrtunTdYA0Fczg&tbnid=eRDvoDQ8oRwCkM:&tbnh=85&tbnw=127&prev=/images%3Fq%3Demerging%2Beconomies%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D140&ei=p7ukSoLGFKW8jAfZuZn1Dw

http://images.google.co.uk/imgres?imgurl=http://sustainableslump.files.wordpress.com/2009/04/globalsation.jpg&imgrefurl=http://sustainableslump.wordpress.com/2009/04/&usg=__KTPr9kJ-YjTUGwi1Nb4enZJy5_Y=&h=461&w=441&sz=35&hl=en&start=536&sig2=yds0EWOzxiEcfWhpH7SK9g&tbnid=QMmfnY3hOltp7M:&tbnh=128&tbnw=122&prev=/images%3Fq%3Demerging%2Beconomies%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D520&ei=a7ykSvKeEIuwjAesjIjvDw

New Publics

• Transformation of journalism (CitJos, social media, etc.)

• New ways of bonding creating new awareness

• Instead of controlling the message, inspire the public to spread the message

http://images.google.co.uk/imgres?imgurl=http://www.textually.org/picturephoning/archives/images/set1/internews_165935_1%255B204394%255D.jpg&imgrefurl=http://www.textually.org/picturephoning/archives/2004/06/%3Fp%3D3&usg=__-IJFqlbBHepZu0kIUZo6N8XHIX0=&h=333&w=500&sz=61&hl=en&start=46&sig2=ztzjPnzO4r-JkhQHpDVfkA&um=1&tbnid=gIUackbUp-56zM:&tbnh=87&tbnw=130&prev=/images%3Fq%3Dcitizen%2Bjournalism%26ndsp%3D20%26hl%3Den%26rlz%3D1T4DKUK_enGB227GB229%26sa%3DN%26start%3D40%26um%3D1&ei=RbOKSqbLL5Dp-Ab63ujQDw

http://images.google.co.uk/imgres?imgurl=http://www.o2extra.cz/public/ce/c2/81/148598_59441_image_001.jpg&imgrefurl=http://www.o2extra.cz/jnp/cz/akce/Futuroom-galerie-futuroom_fotogalerie_2009_0629%24521-showMonth.html%3Fyear%3D2009%26month%3D9%26vyber%3Dall&usg=__kslOYWJwdfrwVeb4SmlFcYrG13Y=&h=360&w=640&sz=35&hl=en&start=43&sig2=6gPfjqM5APqEDwKhX-CnSA&um=1&tbnid=ZRNRx6d_36JNCM:&tbnh=77&tbnw=137&prev=/images%3Fq%3DFuturoom%2B%252B%2BCZEch%26ndsp%3D20%26hl%3Den%26rlz%3D1T4DKUK_enGB227GB229%26sa%3DN%26start%3D40%26um%3D1&ei=Y7SKSqmEOomy-AaK5sHbDw

http://images.google.co.uk/imgres?imgurl=http://www.somethingon.com/media/theme/soorange/cgpeople/audience400x300.jpg&imgrefurl=http://www.somethingon.com/features/reachalargeraudience/&usg=__5cFGodf38CkYVqL5qr4V7mnS_UE=&h=300&w=400&sz=44&hl=en&start=94&sig2=MeqiwbQdYFAGnIg1S5qdOg&tbnid=4eJ3MjcZPK2cZM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Daudience%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D80&ei=1cCkStSIJM-njAeHzJTeDw

http://images.google.co.uk/imgres?imgurl=http://www.nmauk.co.uk/pressclick/images/large/onlineuser_275x230.jpg&imgrefurl=http://www.nmauk.co.uk/pressclick/online_user.html&usg=__hZFMI0YgD59AJUOmFXUpCTrLJX4=&h=230&w=275&sz=20&hl=en&start=10&sig2=3O71gxA0jyXe7ZuDUIeeeg&tbnid=KKe2DFJmZDOp_M:&tbnh=95&tbnw=114&prev=/images%3Fq%3Dnewspaper%2Baudience%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN&ei=h8GkSomqCs3AjAea29X7Dw

6

Social media as a Cross-Cultural Space

Changing the way we communicate Influence – no longer passive audience Authentic, personal voice is key Cross-cultural space

www.FusionView.co.uk

7

Major Trends in Social Media

Active engagement with news, info & entertainment Personal connections

beyond location iPhone & smartphones How to engage?


8

Reaching Out to New Publics Online

Authentic voice to build trust Peer to peer Emerging technologies


9

Communications Model for Social Media

Tsunami Blog


10

What next?

Multimedia Mobile Real time Personalise

d


Where is Communication going?

• Study of cultural ecosystems • Shift from content creation to relationship

management

http://images.google.co.uk/imgres?imgurl=http://www.cgatraining.com/resources/people.jpg&imgrefurl=http://www.cgatraining.com/19.html&usg=__8bzMsx4s77_MsmyRh3E2mU6rmCs=&h=214&w=300&sz=10&hl=en&start=143&sig2=Vr4jY8_xFNKTIo7yCGrP1Q&tbnid=xOxNEkGFdk6_NM:&tbnh=83&tbnw=116&prev=/images%3Fq%3Dcross%2Bcultural%2Bcommunication%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D140&ei=-dOkSqOZNKaTjAeDvsynCw

12

[email protected] www.chandacom.com

[email protected] www.FusionView.co.uk