Communication in 2014 and beyond

Communication in 2014 and beyond !

Few thoughts fromCommunication Strategistperspective

Zigurds Zaķis !@zz_zigurds www.ZigurdsZakis.lv !Club of Venice Riga, 05/06/2014

Society

Media

Communication

Culture

Creativity

Politics

Economy

Business

Work

Healthcare

Education

4th technological revolution: digital tools and platforms are fundamentally changing:

Fundamental changes , not just another media channel

EU has all the preconditions to take the lead globalyand to benefit most!

1. One-directional communication ➾

http://www.flickr.com/photos/georgeaugustine/2116513291/

1. ➾ ➾ ➾ Conversations

Abundance of informationFragmentation2.

Ignore anything, that is not interesting or valuable for me

Information campaings

3. Social Networks

Platforms for !

listening getting know more

conversations cooperation

sharing solving

entertaining* telling stories*

informing*

building relationships creating value

organizing groups

Social networks: think platforms, not media

4. Video

@zz_zigurds

R.I.P.  Press  Realase  (19xx  -­‐  2008)

Text -> Interactivity -> Video

4 screens, different roles, 1000 new opportunities

5. Mobility

Their mobility, no just mobile phone

For us: Delivering 4W:

✦ What they want ✦

✦ When they want ✦

✦ Where they want ✦

✦ How they Want ✦

+ For them:

Powerful Communication ToolJune, 2007

How to approach it?

Every campaign is

integrated campaign

Strategy toCommunications strategy & role

!

Campaing architecture

Synergies / Consistence

!

Real time (24/7)

Open ended1

2Brutal Simplicity

The essence of great campaign is to sacrifice. Our job is to simplify

140 characters vs. a speech A system of ideas

“Designer (marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable narrative” !

“Change by Design” Tim Brown, IDEO

Story,

not information, in the center3

Using all sensesMulti-media

Visual Storytelling“Pictures speaks louder

than words”(slideshows, video, audio)

Aesthetics

Interactivity

Variety of formats now deliverable through most of devicesour people use

Creating experiences, not just bringing more information

4

Creating value !

!

!

!

= making their lives easier/better5 For people (for him/her!) For society For country For the World

Insights —> Designing Services

"Digital services so good people prefer to use them"

http://gov.co.uk

“It’s not what you say that matters, it’s what you do”

… but don't forget to tell the story 5Initiatives > Campaigns

Code of Conduct / Guiding Principles

The role of PR

http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/

PR March 1, 2014 16:00

Communication (PR) 2014: A War (Propoganda War)

How do you do the right thing on a battlefield? Train yourself to be the person you want to be

Social "media" data centers !

Dynamic, open-endedcommunication Permanent, 24/7

Superbowl. 2014

Gatorade, 2010

PR = Public + Relations

Communication PROFESSIONAL today

My Blog (LV): http://www.zigurdszakis.lv Twitter: @zz_zigurds

Q&A?