Transcript
Page 1: Communication in 2014 and beyond

Communication in 2014 and beyond !

Few thoughts fromCommunication Strategistperspective

Zigurds Zaķis !@zz_zigurds www.ZigurdsZakis.lv !Club of Venice Riga, 05/06/2014

Page 2: Communication in 2014 and beyond

Society

Media

Communication

Culture

Creativity

Politics

Economy

Business

Work

Healthcare

Education

4th technological revolution: digital tools and platforms are fundamentally changing:

Fundamental changes , not just another media channel

EU has all the preconditions to take the lead globalyand to benefit most!

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1. One-directional communication ➾

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http://www.flickr.com/photos/georgeaugustine/2116513291/

1. ➾ ➾ ➾ Conversations

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Abundance of informationFragmentation2.

Ignore anything, that is not interesting or valuable for me

Information campaings

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3. Social Networks

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Platforms for !

listening getting know more

conversations cooperation

sharing solving

entertaining* telling stories*

informing*

building relationships creating value

organizing groups

Social networks: think platforms, not media

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4. Video

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@zz_zigurds

R.I.P.  Press  Realase  (19xx  -­‐  2008)

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Text -> Interactivity -> Video

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4 screens, different roles, 1000 new opportunities

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5. Mobility

Their mobility, no just mobile phone

For us: Delivering 4W:

✦ What they want ✦

✦ When they want ✦

✦ Where they want ✦

✦ How they Want ✦

+ For them:

Powerful Communication ToolJune, 2007

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How to approach it?

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Every campaign is

integrated campaign

Strategy toCommunications strategy & role

!

Campaing architecture

Synergies / Consistence

!

Real time (24/7)

Open ended1

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2Brutal Simplicity

The essence of great campaign is to sacrifice. Our job is to simplify

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140 characters vs. a speech A system of ideas

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“Designer (marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable narrative” !

“Change by Design” Tim Brown, IDEO

Story,

not information, in the center3

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Using all sensesMulti-media

Visual Storytelling“Pictures speaks louder

than words”(slideshows, video, audio)

Aesthetics

Interactivity

Variety of formats now deliverable through most of devicesour people use

Creating experiences, not just bringing more information

4

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Creating value !

!

!

!

= making their lives easier/better5 For people (for him/her!) For society For country For the World

Insights —> Designing Services

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"Digital services so good people prefer to use them"

http://gov.co.uk

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“It’s not what you say that matters, it’s what you do”

… but don't forget to tell the story 5Initiatives > Campaigns

Code of Conduct / Guiding Principles

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The role of PR

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http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/

PR March 1, 2014 16:00

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Communication (PR) 2014: A War (Propoganda War)

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How do you do the right thing on a battlefield? Train yourself to be the person you want to be

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Social "media" data centers !

Dynamic, open-endedcommunication Permanent, 24/7

Superbowl. 2014

Gatorade, 2010

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PR = Public + Relations

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Communication PROFESSIONAL today

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My Blog (LV): http://www.zigurdszakis.lv Twitter: @zz_zigurds

Q&A?


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