Communication epic fails, why crisis management matters. We analyze the current landscape, starting from Cluetrain Manifesto, through some definitions (Social media vs industrial media, social networks, networked publics). How we can create an effective message: personalization, groups, behaviours, communities, immediacy, perfect timing, different techniques and styles. Then some essential rules, regarding listen and conversation, the blur between public and private, storytelling, goals and how

1. Communication for
beginners
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 8 Jan 2019
Lesson 12/2018-2019

2. 12. C4B
Course program
1. Start-ups
2. Business Model & Canvas
3. Value Proposition Design
4. Customers & Market
5. Activities & Costs
6. Legal basics
7. Start-up in Italy & ecosystems
8. Design & planning
9. Resources & pitch
10.Launch + going lean
11.Funding request
12.Communication for beginners
!2

3. 12. C4B
Dove racist ad
!3
https://www.youtube.com/watch?v=NAz6MBjvM8c

4. 12. C4B
In the press
!4

5. 12. C4B
Dove apologies
!5

6. 12. C4B
Dove intention
“The visual was intended to convey that Dove body
wash is for every woman and be a celebration of
diversity, but we got it wrong and as a result offended
many people”
!6

7. 12. C4B
Heineken: lighter is better
!7
https://www.youtube.com/watch?v=g_u_-OD1_z0

8. 12. C4B
In the press
!8

9. 12. C4B
Heineken apologies
“For decades, Heineken has developed diverse
marketing that shows there’s more that unites us than
divides us.
While we feel the ad is referencing our Heineken Light
beer, we missed the mark, are taking the feedback to
heart and will use this to influence future campaigns.”
!9

10. 12. C4B
Real time marketing?
!10 https://www.digitalic.it/internet/social-network/epic-fail-del-2018

11. 12. C4B
Even if you’re a top
influencer
!11
https://www.youtube.com/watch?v=mdvvgrZiMqw&feature=youtu.be
https://www.youtube.com/watch?v=-_KsCglefOw
https://video.repubblica.it/spettacoli-e-cultura/fedez-il-labiale-durante-la-festa-al-supermercato-diciamo-
che-lo-diamo-in-beneficenza/317793/318423

12. 12. C4B
Is it too big for you?
!12
https://www.youtube.com/watch?v=dEehiFyWT2U&feature=youtu.be

13. 12. C4B
D&G intention
“Our dream was to bring to Shanghai a tribute event
dedicated to China which tells our history and vision.
What happened today was very unfortunate not only for
us, but also for all the people who worked day and night
to bring this event to life.”
!13

14. 12. C4B
Dolce & Gabbana apologies
!14
https://www.youtube.com/watch?v=7Ih62lTKicg&feature=youtu.be

15. 12. C4B
From brand to
communication
!15

16. 12. C4B
Brand and branding
"A brand is a customer experience represented by a
collection of images and ideas; often, it refers to a
symbol such as a name, logo, slogan, and design
scheme. Brand recognition and other reactions are
created by the accumulation of experiences with the
specific product or service, both directly relating to its
use, and through the influence of advertising, design,
and media commentary.
A brand often includes an explicit logo, fonts, color
schemes, symbols, sound which may be developed to
represent implicit values, ideas, and even personality."
!16
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B

17. 12. C4B
Logo and awareness
!17

18. 12. C4B
Maslow’s hierarchy of needs
!18
https://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needsImg by FireflySixtySeven on Commons, CC-BY-SA

19. 12. C4B
Needs and emotions
!19
http://www.needscopeinternational.com/About_NeedScope.html

20. 12. C4B
Needs and communication
Social needs:
• belonging
• esteem
Self needs:
• self-actualization
!20
https://www.ucl.ac.uk/why-we-post

21. 12. C4B
Landscape
!21

22. 12. C4B
Where are we?
"A powerful global conversation has begun. Through the
Internet, people are discovering and inventing new ways
to share relevant knowledge with blinding speed. As a
direct result, markets are getting smarter—and getting
smarter faster than most companies."
Cluetrain Manifesto, 1999
!22
http://en.wikipedia.org/wiki/Cluetrain_Manifesto

23. 12. C4B
Social Vs Industrial media
Some parameters:
• Reach: global audience
• Accessibility: government or corporate (privately owned)/generally
available to the public at little or no cost
• Usability: specialized skills and training/anyone with access can
operate the means of social media production
• Immediacy: instantaneous, days, weeks, or even months/instantaneous
• Permanence: cannot be altered/can be altered almost instantaneously
by comments or editing
!23
http://en.wikipedia.org/wiki/Social_media

24. 12. C4B
Social media
• Online technologies and practices that people use to share text,
image, video and audio.
• Andreas Kaplan and Michael Haenlein define social media as "a
group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."
• They represent a change in how people learn, read and share
information and contents: a blend between sociology and
technology takes place and it tranforms a monologue (1-to-
many) into a dialogue (many-to-many) and information result
democratized, transforming persons from users to editors.
!24

25. 12. C4B
Social network
Danah Boyd and Nicole Ellison define a social network as "a web-
based services that allow individuals to:
• construct a public or semi-public profile within a bounded
system,
• articulate a list of other users with whom they share a
connection, and
• view and traverse their list of connections and those made by
others within the system.
The nature and nomenclature of these connections may vary from
site to site.
!25
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

26. 12. C4B
Networked publics/1
According to Danah Boyd, social network sites can be
understood as networked publics which are
simultaneously:
• the space constructed through networked
technologies and
• the imagined community that emerges as a result of
the intersection of people, technology, and practice
!26
http://www.danah.org/papers/TakenOutOfContext.pdf

27. 12. C4B
Networked publics/2
Four properties:
• persistence
• searchability
• replicability
• scalability
!27
http://www.danah.org/papers/TakenOutOfContext.pdf
Three dynamics:
• invisible audiences
• collapsed contexts
• the blurring of public and
private

28. 12. C4B!28 https://www.pinterest.com/173sud/social-media-history-histoire-des-media-sociaux/

29. 12. C4B!29 https://www.pinterest.com/173sud/social-media-history-histoire-des-media-sociaux/

30. 12. C4B!30 © LUMA Partners LLC 2017
Gamification
SOCIAL LUMAscape
Social Data
Community
Platforms
Social/Mobile
Apps & Games
Social Networks - Other
Social Search & Browsing
Social Commerce
Platforms
Analytics
Social Promotion Platforms
Social Publishing Platforms
Social Marketing Management Twitter Apps
Facebook Gaming
Facebook Apps
Content Curation
URL Shorteners Stream Platforms
Traditional Publishers
Social Business Software
Content Sharing (Reviews/Q&A/Docs)
Image/Video Sharing
Blogging
Platforms
External (Customer) Facing
Internal (Employee) Facing
Social Ad Networks
Social Intelligence Social
Scoring
Social TV
Social Referral
M
A
R
K
E
T
E
R
P
E
O
P
L
E
Social Shopping
Social Advertising Platforms
Social Login/Sharing
UGC Mgmt & Forums
Denotes acquired company Denotes shuttered company
Advocate Platforms
Social Branded Video

31. 12. C4B!31

32. 12. C4B!32

33. 12. C4B!33

34. 12. C4B
Consider touchpoints
!34 https://www.globalwebindex.com/

35. 12. C4B
Emerging devices
!35 https://www.globalwebindex.com/

36. 12. C4B!36

37. 12. C4B
Basic touchpoints
• website
• vertical website
• blog
• social channels
• app
• newsletter
!37

38. 12. C4B
Don’t forget
• domain management
• SEO/SEM
!38

39. 12. C4B
Basic assumption
"Markets are Conversations"
Cluetrain Manifesto, 1999
!39
http://en.wikipedia.org/wiki/Cluetrain_manifesto

40. 12. C4B
Content strategy
What do you want to communicate?
3 steps:
1. what
2. where
3. how
!40