Más contenido relacionado Más de Total Identity (20) El Hexagon: A holistic model of communication8. Every person is somehow
Kennis
engaged in some kind of
process in his of her
professional life.
son
per
© TOTAL IDENTITY
process
9. This process is often
Kennis
triggered by the
organization that this
person works for or
studies at. So process is
the link between person
and organization.
per
son
s
ces
pro
© TOTAL IDENTITY
organization
10. The organization itself is
Kennis
using tools to
communicate. In this story
i’m focussing on the
online tools.
person
pro
ces
s
n
tio
iza
an
org
(online)
© TOTAL IDENTITY
channel
11. The organization uses
Kennis
these tools - or parts of it
- to tell (or to sell).
Therefore, a tool is the
link between the
organization and the
market.
process
org
son
an
per
iza
tio
n
cha line)
el
nn
(on
© TOTAL IDENTITY
market
12. The market is connected
Kennis
with every person by
some form of contact.
organization
(on nnel
cha
s
ces
lin
e)
pro
et
per
rk
ma
son
© TOTAL IDENTITY
contact
13. To illustrate a person i’ve
Kennis
used the well-known AIDA
model.
(online)
channel
n
tio
ma
iza
rke
an
t
org
t
tac
pro
action
con
ces
s
desire
© TOTAL IDENTITY
interest
attention
person
14. The communication-
Kennis
process can be arranged
as the AIDA model. Some
parts are coordinated
locally, but most of them
are loosely controlled or
even entirely free.
market
cha line)
con
el
nn
tac
(on
t
ion
org
act
ire
st
des
an
central
ere
n
iza
tio
int
tio
central
en
son
n
decentral
att
per
© TOTAL IDENTITY
decentral
free
process
15. An organization has
Kennis
multiple similarities with
society, in which the
person is situated in the
core and the organization
itself at the top.
contact
per
att
son
en
t
int
rke
tio
ere
ma
n
des
st
ire
act
ion
l
tra
en l
l
dec tra
cen
tra
(on nnel
l
cen
tra
cha
lin
corporate
cen
e)
e
de
fre
s
ces
business unit
pro
© TOTAL IDENTITY
department / group
individual staff
organization
16. A website is no longer the
Kennis
only online tool. More and person
more communication
conveys via social media
and thus ‘ bottom-up’ . attention
interest
pro
ces
desire
fre
s
dec
t
e
tac
en
action
cen entra
dec tral
tra
con
tra l
cen
l
l
e
rat
up
it
un
po
gro
cor
ess
aff
ma
t/
sin
site
l st
en
rke
bu
rtm
ion
ua
brand
t
zat
ivid
a
(landingpages)
dep
ani
org
ind
© TOTAL IDENTITY
communities
social media
(online) channel
17. Traditionally, the market
Kennis
was divided in the general process
public and the targets.
Due to new media,
personal contact and free
contact with, small,
specific groups has really
improved. decentral
ind
org
dep
son
ani
n
ivid
central
tio
zat
per
art
decentral
ion
ua
en
st
me
bu
ere
l st
att central
sin
nt
ire
int
aff
ess
/
cor
des
gro
ion
po
un
act
rat
up
it
e
)
es
e
sit
pag
nd rand
ies
ing
con
nit
dia
b
public
mu
me
tac
l
e
(la
ann
com
t
ial
) ch
target group
soc
line
© TOTAL IDENTITY
(on
longtail
personal
markt
18. The contact between a
Kennis
person and the market is organization
occasionally passive via
broadcasting but
sometimes via one to one individual staff
contact, and every variety
in between.
department / group
(on
line
soc
s
ces
) ch
business unit
pro
ial
com
e
ann
l
fre
tra
me
el
(la
mu
en
corporate
en l
l
nd
dec tra
dia
tra
bra gpag
nit
dec
in
cen
nd es)
ie
l
tra
sit
s
en
e
c act
p
c
bli
u
gro
ion
pu
des
int
il
get
one2many
ire
gta
att
e
al
(broadcast)
tar
res
lon
son
en
t
per
t
tio
rke
one2few
per
son
ma
n
© TOTAL IDENTITY
few2few
one2one
contact
19. This sums up a diagram.
Kennis
Meet ‘el hexagon’. (online) channel
social media
communities
aff
ion
ma
up
zat
l st
per
brands
rke
gro
ani
(landingpages)
ua
t
org
son
lon
t/
it
ivid
tar
un
en
gta
al
site
get
ess
rtm
ind
e
il
rat
gro
pu
sin
a
po
bli
dep
up
bu
cor
c
oad any
t)
ce
cas
(br e2m
ntr
cen entra
ew
dec
on
al
dec
e2f
w
tra l
action
2fe
on
l
ne
en
few
tra
fre
e2o
t
pro
desire
tac
l
e
on
ces
con
s
© TOTAL IDENTITY
interest
attention
person
20. The core of ‘el hexagon’
Kennis
illustrates the traditional (online) channel
communication method:
corporate to the public.
social media
communities
aff
ion
ma
up
zat
l st
per
brands
rke
gro
ani
(landingpages)
ua
t
org
son
lon
t/
it
ivid
tar
un
en
gta
al
site
get
ess
rtm
ind
e
il
rat
gro
pu
sin
a
po
bli
dep
traditional
up
bu
cor
c
communication
oad any
t)
antique?
ce
cas
(br e2m
ntr
cen entra
ew
dec
aal
on
dec
e2f
w
tra l
action
2fe
on
l
ne
en
few
tra
fre
e2o
t
pro
desire
tac
l
e
on
ces
con
s
© TOTAL IDENTITY
interest
attention
person
21. t)
cas
c
bli oad any
pu (br e2m
on
up
gro
ew
e2f
get on
tar il
w
gta
2fe
lon few
al ne
son e2o
per
on
t
Kennis
t
rke
tac
ma con
communication
user-generated
social media
(online) channel
attention
modern
hype?
person
ion s
Once folded out: user-generated!
ces
zat
ind ani
pro
ivi du
org
e
dep al s fre
a rtm taf al
e nt
f ntr
e
bu
si
/ g rou dec l
ne p tra l
ss
un cen tra
en
it
co r dec l
po
rat tra
cen
© TOTAL IDENTITY
e
22. In my opinion, the
Kennis
exploded hexagon is only
temporary interesting. It
is a hype.Too much
attention to bottom-up.
Not to say that buttom-up
isn’t important!
© TOTAL IDENTITY
23. That is why i’ve been
Kennis
researching a new model.
Back to ‘el hexagon’.
© TOTAL IDENTITY
24. I‘ve noticed the necessity
Kennis
to look outside the model,
in another direction.
© TOTAL IDENTITY
25. Instead of looking in the
Kennis
same dimensions, a new
dimension has been
added; a third dimension.
(online) channel
ion ma
izat rket
gan
orp
roc t
ess ac
cont
person
© TOTAL IDENTITY
26. The first stone resembles
Kennis
what has previously been
the traditional
communication principle.
Note that this principle is
still effective and efficient
in many cases.
(online) channel
ti on ma
rk
an iza et
org
pro
ces ac t
s cont
person
cen y
tra an
l e 2m
on
action
© TOTAL IDENTITY
27. Wherever diversification
Kennis
is necessary, traditional
communication already
has many theories and
models that can prove
useful for targeted
communication.
(online) channel
ion ma
izat rket
gan
orp
roc t
ess ac
cont
person
cen y
tra an
l e 2m
on
action
cen
dec tral ew
en e2f
tra on
l desire
© TOTAL IDENTITY
28. The more modern stone in
Kennis
the diagram depicts the
non-central
communication focussing (online) channel
on the curious individual ti on ma
rk
iza et
in few2few gan
orp
communication, often in roc t
ess ac
the area of organized cont
groups: the communities. person
cen y
tra an
l e 2m
on
action
ce
dec ntral ew
en e2f
tra on
l desire
dec w
en
tr al w 2fe
fe
interest
© TOTAL IDENTITY
29. The stone at the bottom (online) channel
Kennis
ion ma
resembles the bottom-up zat rket
gani
communication: free, orp
roc t
one2one and focussed on ess tac
the curious individual. person con
With this model the two
bottom stones are more
modern while the top cen y
tra an
stone is the classic l e 2m
on
method. action
ce
dec ntral ew
en e2f
tra on
l desire
dec
en few
tral fe w2
interest
© TOTAL IDENTITY
fre e
e 2on
one
attention
30. Due to the difficulty of
Kennis
displaying 3D, i’ll return to
the 2D view. However,
keep the 3D visual in
mind! In which all stones
share the same degree of
importance.
© TOTAL IDENTITY
31. So the core is no longer
Kennis
‘old-fashioned’ traditional (online) channel
communication, but top-
down communication in
which the classic models social media
can be used well.
communities
aff
ion
ma
p
zat
l st
rou
per
brands
rke
ani
(landingpages)
ua
t
/g
org
son
lon
it
ivid
tar
nt
un
gta
al
site
me
get
ess
ind
e
il
art
rat
gro
pu
sin
po
bli
dep
up
bu
cor
c
top-down
communication
oad any
t)
ce
cas
(br e2m
ntr
cen entra
ew
dec
aal
on
dec
e2f
w
tra l
action
2fe
on
l
ne
en
few
tra
fre
e2o
t
pro
desire
tac
l
e
on
ces
con
s
© TOTAL IDENTITY
interest
attention
person
32. The ring surrounding the
Kennis
core depicts the targeted (online) channel
communication - with
differentiated
communication; social media
paramount for achieving
the right target with the
right tool. communities
aff
ion
ma
up
zat
l st
per
brands
rke
ani
gro
(landingpages)
ua
t
org
son
lon
t/
it
ivid
un
doe
en
gta
al
site
ess
rtm
ind
lgr
e
il
rat
pu
sin
oep
a
po
bli
dep
bu
cor
c
oad any
t)
cen
cas
(br e2m
cen entra
dec
ew
tra
on
tra al
dec
e2f
w
l
action
2fe
al
on
ne
en
few
tra
fre
e2o
targeted communication
t
pro
desire
tac
l
e
on
ces
con
s
© TOTAL IDENTITY
interest
attention
person
33. To me, the emerging
Kennis
groups - the communities (online) channel
- are most interesting.
Reach these groups via
leading edge users and social media
managing consists of
massaging, networking
and the managing the communities
aff
ion
flow of the
ma
zat
l st
communication.
per
brands
rke
ani
t
(landingpages)
ua
t
n
org
son
me
lon
it
ivid
tar
un
art
gta
al
site
get
ess
ind
dep
e
il
rat
gro
pu
sin
po
bli
up
bu
cor
c
oad any
t)
ce
cas
(br e2m
ntr
cen entra
ew
dec
on
al
dec
e2f
w
tra l
action
2fe
on
e
l
ne
ntr
few
fre
e2o
aal
t
pro
desire
tac
e
on
ces
con
s
© TOTAL IDENTITY
interest
community communication
attention
person
34. The hip outer ring belongs
Kennis
to the bottom-up (online) channel
communication. Very
interesting and definitely
here to stay, though too social media
much of a hype right now.
There’s more than one
route to Rome. communities
ion
ma
up
zat
per
brands
rke
ani
gro
(landingpages)
t
org
son
lon
t/
it
tar
un
n
gta
al
site
get
me
ess
e
il
art
rat
gro
pu
sin
po
bli
dep
up
bu
cor
c
oad any
t)
ce
cas
(br e2m
ntr
cen entra
ew
dec
on
al
dec
e2f
w
tra l
action
2fe
on
l
ne
en
few
tra
e2o
vri
t
pro
desire
tac
l
j
on
ces
con
s
© TOTAL IDENTITY
interest
bottum-up communication
attention
person