Presented at the 2012 Kellen EuroConference in May, this talk gives an overview of the science that explains why networked, social communication is effective. Developed particular for an audience of trade associations, but relevant for any manager, these slides provide concrete tips on being more effective by focusing on a qualitative approach to communications.

1. 7/23/2012
Since the dawn of time:
What you can learn from baboons about
social communication
Kellen Europe | EuroConference | 15 May 2012 Photo: K. Sukalac
cultivate change, harvest value
cultivate change, harvest value
Are you tweeting live?
@Ksukalac
@ProsperoAG
#EuroConf12
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2. 7/23/2012
Prospero & Partners
An independent consultancy offering services in
strategy & sustainability, leadership & engagement
and culture & change, with a focus on food and
agricultural organizations.
Association clients
• European Biostimulants Industry Consortium
• International Fertilizer Industry Association
• Croplife International
• European Crop Protection Association
• International Diabetes Federation
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Photo: iStockphoto
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3. 7/23/2012
SOCIAL GROUPS FEEL GOOD
Photo: K. Sukalac
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This is not a social group
PHOTO © European Union
© Association des Architectes du CIC: Vanden Bossche sprl, CRV s.A., CDG sprl, Studiegroep D. Bontinck
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4. 7/23/2012
This might be a social group
Photo: CC-BY European People’s Party
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You might find
some MEPs
across the street
in this social
group
Photo: © World Class
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5. 7/23/2012
There are lots of social groups
around food and how to produce it
Photo: iStockphoto
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This probably is a
social group
Photo: CC-
BY-NC
Le.Mat (via
PHOTO © The Washington Post Flickr)
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6. 7/23/2012
What social groups share
• Values
• Symbols
• Group myths
• Language
• Passion
• Emotions
Photo: iStockphoto
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The institutions,
organizations and
official networks you
want to influence
interface with social
groups that can be
your most effective
channels of influence
Photo: iStockphoto
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7. 7/23/2012
Identify and analyze your
bounded universe
Photo: orgnet.com
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3 levels of communication, depending on
how close people are in your network:
1. Shared worldview
 transfer information/
knowledge
2. Ambiguities in meaning
 translate into other’s
terms and socialize them to
your worldview
3. Different worldviews
 negotiate new, shared
meanings
Source: iStockphoto
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8. 7/23/2012
Building blocks for
successful social
communication
Source: iStockphoto
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Don’t expect people to come to you
to find out what you think
You must go
where
conversations
are already
happening
Source: iStockphoto
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9. 7/23/2012
Monitor discussions convened
by others and research the
views held by your network
influencers
Source: iStockphoto
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Photo:
iStockphoto
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10. 7/23/2012
Curate existing content into
new collections that create
value or shared meaning.
Photo: iStockphoto
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Lure relevant social actors with quality
content that provides value
Sources: iStockphoto
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11. 7/23/2012
Be yourself.
Let the personality
of your organization
and your people
shine through.
Source: iStock Photo: iStockphoto
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Summing up
Define and map your universe.
Observe then engage.
Say and do things that release
endorphins.
Be real. Be human. Be generous.
Provide added value.
Negotiate shared meaning.
Nurture spokespeople the other
side trusts.
Photo: iStockphoto
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12. 7/23/2012
Kristen E. Sukalac
• Consulting Partner, Prospero & Partners
• Doctoral candidate in business
administration at the Université Paris Dauphine
• Director at large of the Executive Board of the International
Association of Business Communicators (IABC)
For more information
kristen@prospero.be | www.prospero.be
Mob: +33 6 99 51 94 34 | Office: +33 1 40 91 05 70
Blog: http://ksukalac.posterous.com/
Twitter: @Ksukalac
LinkedIn: http://fr.linkedin.com/in/kristensukalac
Photo: Courtesy of SalvoPhoto.com
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Additional resources
• The Gift – Marcel Mauss
• Donner et prendre – Norbert Albert
• Engaged Scholarship: A Guide for Organizational
and Social Research – Andrew H. Van de Ven
• Tribes – Seth Godin
• From Lincoln to LinkedIn: The 55-Minute Guide to
Social Communication – Mike Klein
• Curation Nation – Steven Rosenbaum
• “Integrative Framework for Managing Knowledge
Across Boundaries” (2004) Organization Science –
Paul Carlile
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