The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did. With the only difference that what they used to do in print, TV or radio, they now do it on the Internet. Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches. To make corporate communications effective and economically sustainable in the near future, companies need to: a) better understand the changes that have taken place and b) openly embrace a new way of communicating and sharing information with their customers. The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them. The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.

1. TheFutureof
SustainableCommunications
Seven Key Transformative Changes for 21° Century Companies
April 2013Istanbul

2. The key obstacle you may have to overcome is
the ability to abandon your old
communication and marketing habits
for new, radically different ones

3. Recognize your past
1.

4. Think back of it:
What characterized
the communication approach
of the mass media era?

7. Yelling

10. Targeting

17. Interrupting

20. Showiingoff

23. Persuading

24. Review: Mass-Media Style Communication

25. 1. Yellasloudasyoucan
Review: Mass-Media Style Communication

26. 1. Yellasloudasyoucan
2. Targetwhereyoucanhitthemost
Review: Mass-Media Style Communication

27. 1. Yellasloudasyoucan
2. Targetwhereyoucanhitthemost
3. Interruptasfrequentlyaspossible
Review: Mass-Media Style Communication

28. 1. Yellasloudasyoucan
2. Targetwhereyoucanhitthemost
3. Interruptasfrequentlyaspossible
4. Showoffatanypriceinanycircumstance
Review: Mass-Media Style Communication

29. 1. Yellasloudasyoucan
2. Targetwhereyoucanhitthemost
3. Interruptasfrequentlyaspossible
4. Showoffatanypriceinanycircumstance
5. Persuadecustomersaboutwhattodo
Review: Mass-Media Style Communication

30. the “fastidious”
brand

32. Reorient yourself
2.

33. Today, there are TWO ways
that new clients can find you

34. a) Via a Google Search

35. or...

36. b) by asking your friends...
Photo credit: Glamour.com

37. ...or other people you trust
on your favorite social networks

38. (somuchso,thatnowGoogleandBing
areservingyousearchresultsthatreflect
whatyourfriendslike,shareandfaveonsocialnetworks.)

39. Thisiswhytwothingsareessential
tobesuccessfulonlinetomorrow:
a) to be easily findable
b) to have a good reputation

40. So,giventhesepremises,
whatshouldyoubedoing?

41. 3.
7 New Trends
that revolutionize the way
to communicate and market online

42. 1) from broadcasting to

43. 1) from broadcasting to
Intercepting specific needs

44. “Remote monitoring of construction works”
remontech.com

45. “Aerial architectural photography”
halifaxarchitectural.ca/aerial-architecture-photography.html

46. 2) from targeting demographics

47. 2) from targeting demographics
To intercepting “tribes”

48. architectmap.net

49. getlittlebird.com

50. linkedin.com/groups/NEC3-Planning-Management-under-NEC-2893228/about

51. 3) from interrupting

52. To becoming relevant
3) from interrupting

53. theconstructionindex.co.uk

54. buildersconference.co.uk

55. mustseemap.klm.com

56. 4) from showing off

57. 4) from showing off
To educating and informing

58. iq.intel.com

59. remontech.com/category/media

60. Social Media in Action
A Comprehensive Guide
for Architecture, Engineering, Planning and Environmental Consulting Firms
By Amanda Walter & Holly Berkley
amazon.com/gp/product/0985146915

61. 5) from persuasion

62. 5) from persuasion
To listening

63. starbucks.com/coffeehouse/learn-more/my-starbucks-idea

64. twitter.com/comcastcares

65. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79

66. ikea.com/ms/en_GB/rooms_ideas/planner_galant/index.html?icid=gb|itl|20121108|79

67. 6) from hiding customers

68. 6) from hiding customers
To showcasing them

69. fiestamovement.com

70. grasshopper.com

71. grasshopper.com/happy-customers/

72. 7) from brand creation

73. 7) from brand creation
To building trust

74. from being a fastidious
“brand”

75. to becoming a “true and trusted”

76. to becoming a “true and trusted”
friend-partner

77. Review

78. Approaches Compared
dddddddd
NewOld

79. Approaches Compared
Screaming
dddddddd
NewOld

80. Approaches Compared
Screaming
dddddddd
Targeting
NewOld

81. Approaches Compared
Screaming
dddddddd
Targeting
Interruptive,Distracting
NewOld

82. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
NewOld

83. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old

84. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Intercepting

85. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Intercepting
TribeFinding

86. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Intercepting
TribeFinding
Contextual-Relevant

87. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Talking-oriented
Old
Intercepting
TribeFinding
Contextual-Relevant
Educational-Informative

88. Approaches Compared
Screaming
Auto-referential
dddddddd
Targeting
Interruptive,Distracting
New
Intercepting
TribeFinding
Contextual-Relevant
Educational-Informative
Talking-oriented Listening-oriented
Old

89. Stop selling,
build long-lasting relationships

90. Find this presentation here:
http://slideshare.net/RobinGood/YEMDesign2013

91. www.MasterNewMedia.org
POP.robingood.it
Twitter.com/RobinGood
Facebook.com/RobinGood
Youtube.com/RobinGood
Bit.ly/POPCampus
April 2013Istanbul

92. Photo credits: Shutterstock.com