Corporate Communications in the 21st Century

© 2009

Christopher Bishopchief reinvention officer

Improvising careers

Corporate Communications in the 21st Century

Fairfield UniversityJanuary 23, 2017

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Socio-historical perspectiveNew models and toolsSocial media implicationsPrepare for success

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The world is changing…rapidly

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…CRAZY?

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Automobile

Inte

rnet

Technology adoption continues to accelerate

0 25 50 100 125 15075Years

25

50

100TelephoneElectricity

Radio

Television

VCR

PC

Cellular% P

enet

ratio

n

YEARS

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21st century communication has evolved from a tops-down, one way interaction…to a conversation

2007 2017

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The people formerly known as *the audience* are participating

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Sources we trust have changed

Trusted sources of information according to US Consumers, 1997 and 2007Rated 1 (lowest) to 10 (highest)Source: eMarketer Bridge Ratings and University of Massachusetts 2007

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Companies no longer control the message

Paid Owned Earned

Print, TV, radio, magazines, banners, in-store media

Brochures, Web sites, Facebook, retail stores, mobile apps

Word-of-mouth, Twitter, YouTube. Flickr, blogs, forums

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Communications tactics – old & new

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Communication tactics have evolved to keep up PowerPoint presentations Internet/Intranet articles Newsletters Topic-specific speeches Collateral/flyers/leave-behinds Press releases

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Communication tactics have evolved to keep up PowerPoint presentations Internet/Intranet articles Newsletters Topic-specific speeches Collateral/flyers/leave-behinds Press releases

• Social media• Blogs/Wikis• Podcasts• Webinars• Video segments• Virtual reality content

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Internal communications

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External communications

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Team exercise #1 – 10 minutes

1. Prezi2. Hootsuite3. Click-throughs4. Style Guide5. B roll6. Sentiment analysis7. Enterprise social tools

How many of these terms do you know?

• What is it?• How is it used?

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22Social media marketing and management dashboard

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Click-throughs

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Style guide

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B roll

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Sentiment analysis

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Enterprise social tools

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New communication tools

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Wordsmith is a natural language generation platform that lets you produce human-sounding narratives from data.

• Associated Press implemented this system six months ago• Now publishes 3,000 such stories every quarter• That number is poised to grow.

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• Leading organizations utilizing advanced natural language generation (Advanced NLG)

• Transforming data into narratives• Using AI and algorithms instead of manually

analyzing, interpreting and communicating insights

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Augmented reality-a new channel with many possibilities

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Team exercise #2 - Webinar

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Pick a topic – local or global – what is interesting to your peers?

Create a title that will excite people Identify speakers: faculty, students, others Run of show: intro remarks, body of event,

closing comments Write 2-3 questions to seed the Q&A

Team exercise #2 – 15 minutes

Plan a Webinar!

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Power of social media

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Disruptive power of social media

Share expertise

Find expertise Self-promote Make

connections Collaborate Recommend Communicate

Social marketing: Twitter

Social marketing and selling: LinkedIn

Join our community

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Topic: What’s cool about the school? Work in teams 140 characters Include a URL using bit.ly – point to content Add a picture if you want! 3 tweets telling the story

Team exercise #3 – 10 minutes

Create a 3 tweet campaign!

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Prepare for success

Write well

Embrace technology, stay current

Be well-read: know what is going on in the world

Network

Use social tools

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christopherbishop123@gmail.com

@chrisbishop

http://improvisingcareers.com

https://www.linkedin.com/in/christopherbishop123

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