iabc africa oct2011_ss
DESCRIPTION
Socia media gadgets have distracted us from the basic principles of human science underlying social communications. This presentation highlights some of the science between the communication revolution and gives tips on how to apply it, even if you don't have access to fancy technology.TRANSCRIPT
cultivate change, harvest value ©
Since the dawn of time: Social communication is revolutionary, but not new
cultivate change, harvest value © Prospero & Partners
IABC Africa Regional Conference | “The Communication Revolution” | 12-14 October 2011
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WHAT DO WE MEAN BY
REVOLUTION?
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Delacroix: Liberty leading the people
Creating a new
order?
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Source: Jack Williams, The USA Today Weather Book
Or going back to
the starting
point?
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Communication is NOT changing radically. Technology is just catching up with the way people naturally interact.
Source: iStock
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Communication is inherently social. It
is not complete until a message
has been received and understood.
Source: iStock
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Matriarch
Grandparents1.2
Parents1
Child1
Parents2
Child2a Child2b
Grandparents3
Parents3
Child3
Grandparents4
Parents4
Child4
Who
communicates
like this?
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Matriarch
Grandparents1.2
Parents1
Child1
Parents2
Child2a Child2b
Grandparents3
Parents3
Child3
Grandparents4
Parents4
Child4
Natural
communication
looks more like
the left, with each
exchange being
mutual
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Matriarch
Grandparents1.2
Parents1
Child1
Parents2
Child2a Child2b
Grandparents3
Parents3
Child3
Grandparents4
Parents4
Child4
People with
common interests
congregate,
whether to talk
about parenting
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Matriarch
Grandparents1.2
Parents1
Child1
Parents2
Child2a Child2b
Grandparents3
Parents3
Child3
Grandparents4
Parents4
Child4
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Or tennis
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Source: Gary Larson
“Anthropologists! Anthropologists!”
Be an
anthropologist to
find the tribes in
your
organization.
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1. Personal networks 2. Alumni networks (schools and
former employers) 3. Sports and other leisure
networks 4. Functional networks 5. Age cohorts
What are you looking for?
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Source: Bing Destinations
Then become a
sociologist to
understand how
they work.
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Source: Peter Morville on Social Network Analysis at http://semanticstudios.com/publications/semantics/000006.php
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Source: Peter Morville citing David Krackhardt and Valdis Krebs
Susan is a "connector" with 6 direct links to other nodes.
Claudia has only 3 connections but holds a powerful position as the sole
"boundary spanner" between different groups.
Sarah and Steven have the shortest
paths to all others. They have an
excellent view of what's going on.
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An Excel file is
enough to
analyze the
social networks
inside your
organization.
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Sources: iStock
Or even easier than finding tribes, provide opportunities for them to come together out in the open
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How to communicate effectively across boundaries?
Source: Paul Carlile, “Integrative Framework for Managing Knowledge Across Boundaries”, 2004, Organization Science
Shared worldview, talk the
same language, classic
knowledge management
Ambiguities in meanings.
Need to put info in the others’
terms and to socialize new
participants.
Dialogue and
negotiation to create
new meanings –
stakeholder relations
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WHAT ARE THE DANGERS OF USING
THE WRONG TYPE OF COMMUNICATION ?
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Factual media articles may influence the undecided, but can harden the views of the “opposition”
Sources: Kuklinski, Genentech Graphics Department Sources: Nyhan, iStock
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Aristotle was right
Source: Andrew Van de Ven
Pathos
Logos
Ethos
3. Use the
credibility,
legitimacy and
authority of the
speaker or a
cause to
demonstrate why
the message is
right.
1. Stir the emotions, beliefs,
values, knowledge and
imagination
2. Deploy the message and its
logical arguments
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1. Conduct preliminary research to better understand how to frame information so it is understood and “approved” by your audiences
2. Pre-test messages and channels to ensure they are effective BEFORE investing resources in the full roll-out.
Ask the audience how you should translate the message
Source: iStock
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Curate existing information to
create value and shared meaning.
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Be authentic to be credible. Let the personality of your organization and your people shine through.
Source: iStock
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Practice generalized reciprocity
Sources: Meilleur de soi (image), Marcel Mauss The Gift (via Norbert Albert Donner et prendre)
Stop thinking in transactions. Contribute to the social network knowing that someday you’ll get something valuable back.
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When designing business communications, remember:
We first learn about the world through
images, sounds, taste, touch and smell.
Then we begin to understand spoken words.
Then we learn
to read.
Source: iStock
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For more information
[email protected] | www.prospero.be
Mob: +33 6 99 51 94 34 | Office: +33 1 40 91 05 70
Blog: http://ksukalac.posterous.com/
Twitter: @Ksukalac
LinkedIn: http://fr.linkedin.com/in/kristensukalac
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Kristen E. Sukalac • Partner & Senior Advisor, Prospero • Doctoral candidate in business
administration at the Université Paris Dauphine • Director at large of IABC’s International Executive
Board