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Presented at the 2012 Kellen EuroConference in May, this talk gives an overview of the science that explains why networked, social communication is effective. Developed particular for an audience of trade associations, but relevant for any manager, these slides provide concrete tips on being more effective by focusing on a qualitative approach to communications.
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7/23/2012
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cultivate change, harvest value
Since the dawn of time: What you can learn from baboons about social communication
cultivate change, harvest value
Kellen Europe | EuroConference | 15 May 2012 Photo: K. Sukalac
cultivate change, harvest value
Are you tweeting live?
@Ksukalac
@ProsperoAG
#EuroConf12
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Association clients
• European Biostimulants Industry Consortium
• International Fertilizer Industry Association
• Croplife International
• European Crop Protection Association
• International Diabetes Federation
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Prospero & Partners An independent consultancy offering services in strategy & sustainability, leadership & engagement and culture & change, with a focus on food and agricultural organizations.
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Photo: iStockphoto
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SOCIAL GROUPS FEEL GOOD
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Photo: K. Sukalac
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PHOTO © European Union
© Association des Architectes du CIC: Vanden Bossche sprl, CRV s.A., CDG sprl, Studiegroep D. Bontinck
This is not a social group
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Photo: CC-BY European People’s Party
This might be a social group
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Photo: © World Class
You might find some MEPs
across the street in this social
group
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Photo: iStockphoto
There are lots of social groups around food and how to produce it
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PHOTO © The Washington Post
This probably is a social group
Photo: CC-BY-NC
Le.Mat (via Flickr)
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Photo: iStockphoto
What social groups share
• Values • Symbols • Group myths • Language • Passion • Emotions
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Photo: iStockphoto
The institutions, organizations and official networks you want to influence interface with social groups that can be your most effective channels of influence
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Photo: orgnet.com
Identify and analyze your bounded universe
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1. Shared worldview transfer information/ knowledge
2. Ambiguities in meaning translate into other’s terms and socialize them to your worldview
3. Different worldviews negotiate new, shared meanings
Source: iStockphoto
3 levels of communication, depending on how close people are in your network:
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Building blocks for successful social communication
Source: iStockphoto
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Don’t expect people to come to you to find out what you think
Source: iStockphoto
You must go where conversations are already happening
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Monitor discussions convened by others and research the views held by your network influencers
Source: iStockphoto
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Photo: iStockphoto
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Curate existing content into new collections that create value or shared meaning.
Photo: iStockphoto
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Lure relevant social actors with quality content that provides value
Sources: iStockphoto
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Be yourself. Let the personality of your organization and your people shine through.
Source: iStock Photo: iStockphoto
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Summing up Define and map your universe. Observe then engage. Say and do things that release endorphins. Be real. Be human. Be generous. Provide added value. Negotiate shared meaning. Nurture spokespeople the other side trusts.
Photo: iStockphoto
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Kristen E. Sukalac • Consulting Partner, Prospero & Partners • Doctoral candidate in business
administration at the Université Paris Dauphine • Director at large of the Executive Board of the International
Association of Business Communicators (IABC)
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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Photo: Courtesy of SalvoPhoto.com
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Additional resources
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•The Gift – Marcel Mauss •Donner et prendre – Norbert Albert •Engaged Scholarship: A Guide for Organizational and Social Research – Andrew H. Van de Ven
•Tribes – Seth Godin •From Lincoln to LinkedIn: The 55-Minute Guide to Social Communication – Mike Klein
•Curation Nation – Steven Rosenbaum • “Integrative Framework for Managing Knowledge Across Boundaries” (2004) Organization Science – Paul Carlile
