Corporate Communication with Technology Today & Google: Guest Lecture for Colorado Christian University's Undergraduate Business Communication Class
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An overview of corporate communication in today's fast-paced digital economy. Focuses on the massive impacts technology has had on how corporations communicate with various stakeholders. Break down and categorize 6 key stakeholder groups, what they care about, and how they are communicated to by corporations in a 21st century business world. The lecture focuses on Google as a business example throughout.
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Corporate Communication with Technology Today & Google: Guest Lecture for Colorado Christian University's Undergraduate Business Communication Class
- 1. Corporate Communication By Lauren L Perfors
- 2. Who Am I? Study Here (sometimes…) Work here. Play Here.
- 3. Best to Ask, Where Haven’t I Worked? • Small business • Startups • Corporation • Entrepreneur Types • Sales • Customer Service • Marketing • Management • Ownership Roles You Know You’re At a Startup When… • Cheap Desk • Toys • Your Own Computer • Baseball Hat • Can’t Tell if Working • or Playing
- 4. How We’re Going to Get Through This • Corporate Communication Overview – Growth complexity – Technological impact (having fun yet??) – 3 Key Categories • 6 Audiences – Public – Target Audience – Customers – Investors – Employees – Government Entities • Google Communicating • Questions • Time to Wake Up, I’m Done.
- 5. Corporate Communication Corporations must communicate what we learned in kindergarten (hopefully). Listening Skills Ethics Trust
- 6. Corporate Communication Complexity Increases with Growth Start •Each Other (Larry & Sergey) 1998 Research Studey •University 1999 Growth •Employees 2002 AdWords Products •More Target Audience(s) 2004 IPO •Investors 2005 Data Request •Government Need Employees Business Growth More Audiences Products & Services Report to Investors Accept Funding
- 7. Corporate Communication Technology Morphed Expectations • Instantaneous Response • Two-Way Convo • Everyone Can Be Heard What to Communicate? • Corporate/social responsibility • Ethics • Product/service quality 1886 • 3.7 Billion Mail Pieces Handled by USPS 2000 • 207 Billion Mail Pieces Handled by USPS 2013 • 182.9 Billion Emails PER DAY USPSSource:https://about.usps.com/who-we-are/postal-history/pieces-of-mail-since-1789.pdf EmailSource:http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf
- 9. …With the Public Gain Positive Reputation Sway Public Opinion Tech: •Compromise accuracy for speed •Through media •Google, Social media, news, blogs Titanic Sunk: 2am 4/15/1912. NYT Article: 4/16/1912, Over 24 Hours Later Congrats on being 1st… and wrong. “Before cable & web, this would have played out far more out of sight. Doesn’t exempt journalists from having to report w great care.” –David Folkenflik NPR Source: http://www.poynter.org/latest-news/regret-the-error/158541/a-year-later-false-reports-of-rep-giffords-death-still-reverberate-for-the-press/
- 10. …with Target Audience(s) Marketing Messaging “…to be served rather than sold” Tech: • Break barriers to customers (spam filters) • Social media, website, blog, reviews Content Pieces Per Month Tweets Per Day Source Spam: http://mashable.com/2013/08/09/70-percent-email-is-spam/ FB: https://blog.kissmetrics.com/facebook-statistics/ | Twitter: https://about.twitter.com/company
- 11. …with Customers Marketing messaging Customer Service Tech: • Online forums, customer service portals, email updates • On customer’s schedule, not corporations’
- 12. …with Investors Profitability VP/C-Level Exec Messaging May Contradict With Gov’t/Public Tech: • Video & screen shared conference calls • All financials downloadable
- 14. …with Employees Motivate, Inspire, Appreciate Best Place to Work! Taken Care Of Human Resources Tech: •Email, online portals, internal social media, chat •Inundated with “CYA” Response Rate on Employee Surveys Employed as of 2011. Source: http://www.siop.org/article_view.aspx?article=892 | http://www.wired.com/2011/03/mf_larrypage/all/
- 15. …with Government Entities Compliance & Legality Messaging Challenges With Other Publics Google vs. Baidu Search Today Accounting, HR, Management Tech: • Gov’t operates at a far slower pace • Email, cloud file storage
- 17. Google Tackling Worldwide 1. Corporate/Social Responsibility 2. Ethics 3. Product/Service Quality Google Transparency Report
- 18. Google: Corporate/Social Responsibility • Communicates to: publics, customers, government Actions: Refusing to turn over search query data • Access to information for all. Mission Statement: • Self-driving cars reduce accidents • High-speed fiber optic internet for rural access Furthering Society with Innovation: • No sell-outs to company bidders • Punish cheaters large and small Keeping Organic Search “Earned”:
- 19. Ethics Motto: Don’t Be Evil Gmail Recent Headline? Porn and Adult Content Out of General Search Source: http://netforbeginners.about.com/cs/secondaryweb1/a/secondaryweb.htm Gmail Ad Scanners Catch Child Pornography Suspect, Turn in to Authorities. 09/2014 of the Web is Indexed by search engines
- 20. Questions
- 21. Fascinated? Entranced? Learn More • https://www.melcrum.com/blog/struggling-communicate- company-strategy-just-google-it • https://www.evernote.com/shard/s45/sh/ad390004-66db- 409b-a804- ba4a65767a8f/ad45f15e1540fa296c78b4126af9cc1a • http://www.businessinsider.com/what-its-really-like-to-be-a- google-intern-2013-5
- 22. Thank You!
Notes de l'éditeur
- Lauren L Perfors Title(s): Account Director, Serial Entrepreneur, Website Developer, SEO/SEM Consultant Runner, Biker, Skier, Racer, Rollerblader (yep, really….), Tech Nerd,
- First, let’s talk about communication in general… Communication In General: Like With a Friend, Must Show Trust - stay friends with those who lie to you? Tell your secrets (elude to data sharing)? Ethics - who wants to be seen be-friending the bully? The thief? Listens - More relevant today than in the past for corporations. they didn’t always have to worry about this. Corporations must not only speak, but also show ability to respond and adapt to feedback from publics.
- Intro activity - crumple paper with different words on the floor to show meaning of words to different people. Some won’t throw words on the floor. Some will. Communication Overall with Corporations Increases in complexity with growth - how? IPO - investors employees as biz grows products/services expansion leads to more target audiences/variety - maybe b4 had only 18 year olds, then needed to attract 65 year olds, look at FB. How Technology Morphed communication expectations: Instantaneous response expectations (email) Conversation two-way (social media) Everyone has a voice - in the past more limited access, only read what local newspaper delivered. Wanted a different opinion, no idea how to find it or even if it existed. Corporations at a disadvantage to keep up with the pace of an individual to push out messages. (blogs, comments) What is Important to Communicate to All Publics/Stakeholders Corporate/social responsibility Ethics Product/service quality
- Intro activity - crumple paper with different words on the floor to show meaning of words to different people. Some won’t throw words on the floor. Some will. Communication Overall with Corporations Increases in complexity with growth - how? IPO - investors employees as biz grows products/services expansion leads to more target audiences/variety - maybe b4 had only 18 year olds, then needed to attract 65 year olds, look at FB. How Technology Morphed communication expectations: Instantaneous response expectations (email) Conversation two-way (social media) Everyone has a voice - in the past more limited access, only read what local newspaper delivered. Wanted a different opinion, no idea how to find it or even if it existed. Corporations at a disadvantage to keep up with the pace of an individual to push out messages. (blogs, comments) What is Important to Communicate to All Publics/Stakeholders Corporate/social responsibility Ethics Product/service quality USPS Source: https://about.usps.com/who-we-are/postal-history/pieces-of-mail-since-1789.pdf Email Source: http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf
- Corporations must communicate effectively with a variety of audiences, who frequently overlap in messaging channels. Who do they have to speak with and how?
- Communication with the Public Positive reputation Public opinion sway Tech: Extremely swift (resulted in decline in accuracy tolerance w/ media) w/ instant worldwide spread through social media and news, blogs In the past if a company wanted to communicate with the public what would they do before the Internet? (newspaper, telegraph, phone, WOM) Accuracy decline – media reported Florida killer’s brother was actually killer, had to correct it. Gabby Gifford: “What we’re seeing is the process of reporting breaking news, at times shakily, in real time,” tweeted NPR media reporter David Folkenflik. “Before cable & web, this would have played out far more out of sight. Doesn’t exempt journalists from having to report w great care.” Source: http://www.poynter.org/latest-news/regret-the-error/158541/a-year-later-false-reports-of-rep-giffords-death-still-reverberate-for-the-press/ NPR, Reuters, Fox News, CBS, CNN and the Huffington Post sent out tweets or distributed other reports declaring Giffords dead. The New York Times’ website briefly reported her dead as well.
- Communication with the Target Audience Marketing messaging. Today become “people want to be served rather than sold” Tech: the two-way conversation with social media, reviews Who has seen the 1950’s Mad Men show? Empowers you to focus in with big data on the target audience you’re specifically after. For example, FB allows you to advertise with any paramaters outlined in your profile. Direct mail – had to see it. Spam filters, you never even saw it. More barriers to get through to consumers. Source Spam: http://mashable.com/2013/08/09/70-percent-email-is-spam/ FB: https://blog.kissmetrics.com/facebook-statistics/ Twitter: Twitter website
- Communication with Customers Marketing messaging Customer service Tech: Online forums, customer service portals, communicate on their time rather than on yours (be there 24/7 not during biz hours you set) Stat: Those with positive customer service feedback spend X less on advertising?
- Communication with Investors Profitability security VP/C-level executive confidence Often messaging contradicts govt, public Tech: They hear every update and launch in news, must communicate those in a language they appreciate or privately first, and how to do it privately without it leaking by an investor? Quarterly conf calls, constant updates expected.
- Communication with Investors Profitability security VP/C-level executive confidence Often messaging contradicts govt, public Tech: They hear every update and launch in news, must communicate those in a language they appreciate or privately first, and how to do it privately without it leaking by an investor? Quarterly conf calls, constant updates expected. Source: https://investor.google.com/earnings.html
- Communication with Employees Motivate, inspire, appreciate Human resources Show taken care of, “selling” on best place to work Tech: Online portals, internal social media, email Fun Facts: Google gets 40k intern apps per year. Accepts 1500. Interns make nearly $70k per year. Perks: 25 restaurants, massage, wellness center clinic, gyms, laundry, dancing lessons, ALL FREE. 2 mil employees for 500 jobs 90+% response rate for employee surveys Almost every meeting includes a video hangout.
- Communication with Government Entities - MSN and AOL played nice, Google stood their ground. Compliance and legality Often messaging difficult to agree with govt and other publics. Example, check out Google vs. Baidu results. Baidu has to comply with Chinese regulation: [insert image to slide, attached below] Tech: FAST! Govt still slow to respond, business at a different pace. Talk about how the govt still communicates in a very dated pace and manner such as postal mail for important docs, can’t take online payments. You’ll find that in industries who must rely on and communicate heavily with the govt, technology used in corporate communication is far behind the average today.
- If Internet, perform these searches live. See mentions (lack thereof) for word massacre in left vs. right. Market share, Google – 3%, Baidu – over 70%? While we’re looking at this, let’s pull up both search engines. Who has another term they’d like to search for and check out the difference between Baidu and Google?
- How is Google tackling effective communication? Should spark/flow naturally in to Q&A section Now, we have talked about corporate communication and its 6 audiences. Let’s name the 6 different audiences?
- Corporate/social responsibility Actions: refusing to turn over user search query data communicates to: publics, customers, government. Mission statement to provide access to info to all Furthering technological innovation through launches such as self-driving car (lower accident ratings, but taxis worldwide may revolt!), FiOs high-speed internet in rural areas (started in Kansas, soon to Utah) In search, never taking “bids” to alter organic search results for big brands. Punishing anyone who uses “black hat” SEO schemes, regardless of how big they are.
- Ethics Don’t be evil motto Who knows recent gmail example? A: Child pornographer caught and turned in by Gmail’s ad scanners. Google turned in to authorities. Showcasing zero tolerance. Keeping porn and adult content out of search results unless search was directly for this type of content. Stats on 90% of the web being the deep, dark web. Iillegal, porn, etc… only about 10% indexed. Source: http://netforbeginners.about.com/cs/secondaryweb1/a/secondaryweb.htm