A beginners guide to web-based communication.

1. Communication Strategy
Web based
communication
management

2. The principles
• Same strategic communication principles
• WH still matters
• Communication is active: engage
– Go to your audience
– Get them to come to you
• Keep the ecosystem in mind
• Multi-screen consumption
• Engage off-line
• Build a critical mass

3. The do’s
• Highlight the issue rather than your organisation
• Update daily (regular, systematic, incremental)
• Ask for specific help
• Show the specific impact (request hand pump, show
picture of the working hand pump)
• Have light images for easy rendering
• Make it easy for people to use your website
– Get information
– Give comments (engage)
– donate

4. The don’ts
• Overwhelm with design (text, colours)
• Complicated pictures/graphs (complicated for
your intended readers)
• Website should not be a webpage/static
• Copyright
• Flame/spam
• Trust any web profile
• Relax on security

5. WH before...
• Why are you having a website?
• Who is your target audience?
• Where will they access your content?
• What do you want them to do?
• Why is your website the preferred
destination? (TINA)
• How are you going to keep them there?

6. TA
• What is the penetration of web in the TA?
• Broadband (≥ 256 Kbps) 14.5 million (12%)
• 4Mbps 8% (112) (90% in UK)
• Average internet speed 885Kbps; UK 4909
Users
• Computer literates 224m
• Users 150m (122 active)
• Urban 84m; Rural 38m
• Local language 45m
– Urban 20.9m (25%)
– Rural 24.3m (64%)
• Search for government schemes

7. TA
Telephones (including mobiles)
• Overall coverage (79.58%)
• Urban (169.03%)
• Rural (40.66%)
Mobiles
• 934.09 million in June 2012.
• 597.59 m (urban) 336.51m (rural).
• 695.82 million (74.49%) active.
Teledensity
• Over 90%. Haryana, Gujarat, Maharashtra, and Karnataka
• Over 100% Kerala, Punjab, Himachal, and Tamilnadu
• Delhi has 238.6%
• Mobile : urban (63.98%) rural (36.02%)

8. TA
Television
• Number of TV homes in India 148 million
(2011).
• Cable 94m (88m analog; 6m digital)
• DTH 41m
Newspapers 329,204,841
cgnet: 080-41137280 (1=record; 2=listen)

9. Ecosystem
• Multimedia/multi screen
• SMS
• Email / egroups / footers / subjectlines
• Facebook / Linked in / Twitter (#hashtag) /
Slideshare (tags) /youtube (chanel)
• Blogs
• Rich Site Summary/Really simple syndication
(RSS)
• Post / comment on other’s blogs
• Carpet bomb, but not spam (shrills)

10. KISS MII: minimalist messaging

11. Distribution models
• Library (not book depot!)
• Town hall
• Debating club
• Market
• Mass consumption?
• Targeted distribution? Lists and teasers
• Peer groups? Link exchange/tags
• Engage, encourage

12. Advantages
• First mover (still creating theory)
• 24x7
• Global outreach and access
• Dynamic (links, change/edit/update... At
virtually no cost)
• Data and information out there (need to
aggregate into actionable knowledge)