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© 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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@chrisbishop
http://improvisingcareers.com
https://www.linkedin.com/in/christopherbishop123
Stay connected!