Stories or Structure? Trends and developments in (digital) Communication Translation & adaptation of my presentation for Yacht Noord Nederland 28 september 2013 Luc de Ruijter Sunday 29 September 2013
Dec 24, 2014
Stories or Structure?Trends and developments in
(digital) Communication
Translation & adaptation of my presentation for Yacht Noord Nederland
28 september 2013
Luc de Ruijter
Sunday 29 September 2013
Reflection
Historians tend to reflect (and I am an historian by education)
What is the perception of change in the Communication domain?
The bigger picture: crises
Trends
Digital connections
Accountability
Sunday 29 September 2013
Reflection
Improving as a professional starts with asking questions
The Digital (Communication) Revolution forces communication professionals to change
What are our ambitions in change?
To tell the story (of what is changing)?or Realizing change in Communication?
Sunday 29 September 2013
Whiskey is a dog
Sunday 29 September 2013
Whiskey is a dog
And not all dogs are called Whiskey
Media are communication
But is all communication media?
No
Most communication is happening outside the media:
participation, collaboration, interaction
Most communication management is media howeverSunday 29 September 2013
Whiskey is a dog
Communication < Information
What is our perception of Communication?
What is it we are looking for online, both as internal and external users?
What drives our online behaviour?
So what drives the behaviour of our colleagues and clients?
Sunday 29 September 2013
Whiskey is a dog
What is our focus in digital Communication
Editing and presentation?
Logistics and functionality?
Are we dealing with
Virtual shopping windows?
The digital warehouse?
Sunday 29 September 2013
Revolutie isn’t rebranding
Current crises mark a period of profound, revolutionary changes
Thomas Sankara, the “Che Guevara” of Burkina Faso, my country of residence at the moment
Sunday 29 September 2013
System crisis
Sunday 29 September 2013
System crisis
http://www.forbes.com/sites/stevedenning/2013/06/26/the-origin-of-the-worlds-dumbest-idea-milton-friedman/
It’s not only Communication as a domain that’s in crisis
Sunday 29 September 2013
Ecological crisis
Sunday 29 September 2013
Ecological crisis
News value
Short term
Media values
Effects
Sunday 29 September 2013
Ecological crisis
News value
Short term
Media values
Effects
Sustainable value
Long term
Key values
Return
Sunday 29 September 2013
Ecological crisis
News value
Short term
Media values
Effects
Conventional Communication media focus
Sustainable value
Long term
Key values
Return
Sunday 29 September 2013
Reputation crisis
Sunday 29 September 2013
Communication crisis
New communication environments, new players, new roles
End of media monopolies (and monopoly driven influence)
Confusion amongst media managers about what to do
Tendency to rebrand old communication
With recurring problems with conventional communication issues, e.g. recognition by management and accountability
Sunday 29 September 2013
Question
What exactly is the focus in the Communication domain?
Rebranding or changing?
Sunday 29 September 2013
Some Trends
Sunday 29 September 2013
Sunday 29 September 2013
Sunday 29 September 2013
Reputation
From trust us (thought from the sender perspective)
To show us (asked by the user/client)
License to operate
Note: Old reputation management is shared owner of the reputation crisis
Will old style reputation management change anything in the plummeted trust in reputation messaging?
Sunday 29 September 2013
From Corporate Brands to Employees as a Brand
From What’s in it for the business? To What’s in it for me?
From webmanagement To webgovernance
BYOD
Employees as a brand
http://www.pria.com.au/priablog/2013-trends-in-digital-com
Sunday 29 September 2013
Digital transparency forces the removal of all kinds of communication curtains that belong to the Paper Era.
Intranet and website are “open kitchens”
Open creates trust: seeing is believing
Sending messages creates distrust
Engaging and interacting creates empathy
Communication becomes communicating
Sunday 29 September 2013
The proof of the pudding is in the eating, not in the packaging (or the promise)
Messages offer promises; websites and apps offer and create real experiences
Make complexity easy
Move from Big Bang (one time event) to Long Wow (the daily experience)
The experience economy starts only now
Sunday 29 September 2013
Internal Communication
Sunday 29 September 2013
Most internal communication happens in collaboration, amongst colleagues
When ‘the communication in a project wasn’t good’, the ‘communication’ problem has nothing to do with messages and media
Internal communication processes are an increasingly important factor for creating and maintaing a positive external perception of a brand or organisation
Internal Communication
Sunday 29 September 2013
Digital collaboration is more than just implementing IT(!)
Collaboration as a Long Wow = a very strong message
Make collaborating easy (eg. by BYOD)
Business platforms = new focus for Communication
Employees interact with information
Information forms the relations in each network
Internal Communication
Sunday 29 September 2013
The network connects
People in a network connect themselves (they don’t need messages that tell them to connect)
Modern professionals (and clients/users) are self reliant and independent
The connection between users doesn’t need conventional communication interventions
Make connecting as an interactive activity possibleand don’t spend words or messages on it
Sunday 29 September 2013
Information connects
Having more systems and the newest media gadgets doesn’t help connectivity. They tend to do the opposite: more media create more silo’s
Move from (having) more media to (creating) better (meta) information structures
Move from the presentation to the logistics of digital communication
Facilitate interaction processes instead of controlling ‘the’ message
Sunday 29 September 2013
Question to ask yourself as a communication professional:
Where is it I can create communication value?
Which are the (communication) challenges of my employer?
Adding communication media and content products?
Facilitating better collaboration and information processes?
Accountability
Sunday 29 September 2013
It all starts with asking (yourself) questions
Fact: The Digital Revolution requires professionals in communication to change
So what direction is it you prefer?
Telling stories about (how others need to) change? or Changing the ways we interact as a community?
Reflection
Sunday 29 September 2013
Luc de Ruijter
www.linkedin.com/in/lucderuijter@lucderuijter
www.lucderuijter.nlhttp://www.frankwatching.com/archive/author/luc-de-ruijter/
http://www.managementsite.nl/auteurs/luc-de-ruijter
2007 2010 2010 2011 2013
By far most of my publications are in Dutch
Sunday 29 September 2013