What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics). How to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques. Finally we outline which rules are essential: conversational and listening rules, blurring of public and private, storytelling, objectives and how everything is summarized in the editorial plan.

1. Communicate3
IED
Lesson 7/2014
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com

2. 7. Communicate, communicate, communicate
Course program
1. Italian Startups
2. Set up a startup in Italy
3. I've got an idea. And now?
4. Market and costs
5. Value analysis and business model
6. Business Model Examples and Pitch
7. Communicate
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3. 7. Communicate, communicate, communicate
Today's table of content
• Communication, communication and communication
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4. 7. Communicate, communicate, communicate
Business model and Pitch:
quick recap
Past slides available on Slideshare @ubifrieda:
https://www.slideshare.net/ubifrieda/
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5. 7. Communicate, communicate, communicate
Business model and Pitch:
quick recap
• Examples of Business Model
• Community Models
• Business Plan
• Your Pitch
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Needs
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7. 7. Communicate, communicate, communicate
Landscape
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8. 7. Communicate, communicate, communicate
Where are we?
"A powerful global conversation has begun. Through the
Internet, people are discovering and inventing new ways
to share relevant knowledge with blinding speed. As a
direct result, markets are getting smarter—and getting
smarter faster than most companies."
!
Cluetrain Manifesto, 1999
8
http://en.wikipedia.org/wiki/Cluetrain_Manifesto

9. 7. Communicate, communicate, communicate
Social Vs industrial media
Some parameters:
• Reach: global audience
• Accessibility: government or corporate (privately owned)/generally
available to the public at little or no cost
• Usability: specialized skills and training/anyone with access can
operate the means of social media production
• Immediacy: instantaneous, days, weeks, or even months/instantaneous
• Permanence: cannot be altered/can be altered almost instantaneously
by comments or editing
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http://en.wikipedia.org/wiki/Social_media

10. 7. Communicate, communicate, communicate
Social media
• Online technologies and practices that people use to share text,
image, video and audio.
• Andreas Kaplan and Michael Haenlein define social media as "a
group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."
• They represent a change in how people learn, read and share
information and contents: a blend between sociology and
technology takes place and it tranforms a monologue (1-to-
many) into a dialogue (many-to-many) and information result
democratized, transforming persons from users to editors.
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11. 7. Communicate, communicate, communicate
Social network
Danah Boyd and Nicole Ellison define a social network as "a web-
based services that allow individuals to:
• construct a public or semi-public profile within a bounded
system,
• articulate a list of other users with whom they share a
connection, and
• view and traverse their list of connections and those made by
others within the system.
The nature and nomenclature of these connections may vary from
site to site.
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http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

12. 7. Communicate, communicate, communicate
Networked publics/1
According to Danah Boyd, social network sites can be
understood as networked publics which are
simultaneously:
• the space constructed through networked
technologies and
• the imagined community that emerges as a result of
the intersection of people, technology, and practice
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http://www.danah.org/papers/TakenOutOfContext.pdf

13. 7. Communicate, communicate, communicate
Networked publics/2
Four properties:
• persistence
• searchability
• replicability
• scalability
13
http://www.danah.org/papers/TakenOutOfContext.pdf
!
Three dynamics:
• invisible audiences
• collapsed contexts
• the blurring of public and
private

14. 7. Communicate, communicate, communicate14
http://www.copyblogger.com/history-of-social-media/

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25. 7. Communicate, communicate, communicate
Top 3 SN
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http://vincos.it/2012/06/11/la-mappa-dei-social-network-nel-mondo-giugno-2012/

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Most used SN in Italy
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http://vincos.it/osservatorio-facebook/

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Effective message
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28. 7. Communicate, communicate, communicate
Why?
If I write in a well-aimed and simple manner, I can obtain
a double effect since:
• my contents are shared by my followers and can
reach a wider audience
• my pagerank, and generally the presence of my
brand on search engines, will increase
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29. 7. Communicate, communicate, communicate
Customizing
• Pages and profiles should always be customized and
complete, since they're my public presentation.
• I need to include at least:
• a photo (my logo?)
• a cover image
• some information about me/my company.
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30. 7. Communicate, communicate, communicate
Fixing
• I can always modify my post: if (when!) I discover an
error, I must fix it as soon as possible.
• Besides, remember to add "content" to your posts, by
including your opinion/doubts and not just publishing
useful links.
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31. 7. Communicate, communicate, communicate
Continuity
• Try to publish fresh news at least once a day...
...but not too often.
!
• Information overflow is a problem!
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32. 7. Communicate, communicate, communicate
Groups
• Join groups, since there you may:
• Find useful info
• Take part in discussions
• Find customers/partners/etc.
• Don't use groups ONLY as an adverting place,
spamming is unfair (and often backfires).
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33. 7. Communicate, communicate, communicate
Habits
• Learn local habits and adopt them, or help in creating
new habits.
• Such as...
• Friday on Twitter is Follow Friday #FF.
• Thursday on Google+ is the moment to share
interesting circles.
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34. 7. Communicate, communicate, communicate
Immediacy
Try to create immediate content: text and images are
quick, few videos are ok, watch out for external links.
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35. 7. Communicate, communicate, communicate
Time & day
• During early morning and after dinner the online
information flow is lower: I've more chance that my
message reach my public.
• For the same reason, Sunday is a great moment for
publishing new contents.
• But, mind!...
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36. 7. Communicate, communicate, communicate
Time & day /2
...That is not always true!
• Some social media (Reddit, Friendfeed) rely on word of
mouth to keep the focus on a news piece.
• If you write when too few people is there to read and
“up” your post, it will fade out quickly.
• Be aware that some websites have more public during
the working hours, some are more active in the night,
some are more continuous (especially if they have a
worldwide community).
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38. 7. Communicate, communicate, communicate
Concise
• Pay attention to lenght!
• The message should be clear but not too long.
• Length is related to which medium I'm using:
• Twitter: 140 chars
• Facebook: Few lines
• Blog: Few paragraphs
• Newspaper: Few pages
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39. 7. Communicate, communicate, communicate
Diversifying
• Remember that you can use as many ways of
communicating as possible: beyond text/image/video,
you can involve people with photo galleries and polls.
• In some settings, sound, lights and movement are
great attention catalysts.
• Think of Steve Job's Keynotes!
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40. 7. Communicate, communicate, communicate
URL shortener
• Better avoided.
• With a visible link, the user knows what to expect once
he clicks.
• If they are really needed, use an URL shortener that
allows to give a custom name to your links.
• Consider that some security systems blocks URL
shorteners and redirects in order to prevent malware
exploits.
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Rules of engagement
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Basic assumption
"Markets are Conversations"
Cluetrain Manifesto, 1999
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http://en.wikipedia.org/wiki/Cluetrain_manifesto

43. 7. Communicate, communicate, communicate
Conversating
• Join the conversations and answer to comments.
• As in many other environments, on Social Networks it
is critical to listen!
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44. 7. Communicate, communicate, communicate
Listening
• Listening is not only a matter of courtesy, but a powerful
instrument that can let you:
• Discover the environment and its opinion leaders
• Measure the “sentiment” of a brand/product and its
competitors
• Improve the management of communication, especially
on social media
• Enhance CRM
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45. 7. Communicate, communicate, communicate
Roles
• Present yourself with an official profile whenever
needed.
• If you want a more direct and involving
communication, set up some personal profiles for your
key figures.
• Human relations are more pleasant and well received.
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46. 7. Communicate, communicate, communicate
Editorial plan
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47. 7. Communicate, communicate, communicate
Rules
External
• Rules of engagement
for my readers
• Moderation
• Etiquette
• Stay in topic
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Internal
• Your communication
must be uniform
• Decide who decides
what
• Keep a regular schedule
• Make clear who should
answer

48. 7. Communicate, communicate, communicate
Spreading
• The channels I oversee (not necessarily the channels I
own) must be advertised and the word spread: on your
website, newsletters and events.
• Linking a company profile to a “person” (true or fake)
profile could be a plus.
• Your employees/partners could be your best
presentation.
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49. 7. Communicate, communicate, communicate
Press release
• Include your social channels in the press releases!
(mostly FB and Twitter)
• Text should be tought out to be shared, too.
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50. 7. Communicate, communicate, communicate
Objectives
To make measured evaluations, you need targets:
• Increase the number of followers
• Increase the daily interactions
• Increase the percentage of readers coming to the
website from Social Networks
• Increase the number of subscribers coming from
SNs
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51. 7. Communicate, communicate, communicate
Tecniques
• Observe and copy what you think interesting
• Answer. At least once a day. Readers must not always
be the first to interact, must they?
• Sometimes, share informations not strictly correlated to
your business
• Be personal, impersonal is not sexy
• Keep in mind that a question mark every now and then
is important.
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52. 7. Communicate, communicate, communicate
Storytelling
• Use SNs to tell stories, not only the core of your
business.
• If you set up an event, tell something about it, its
background, challenges, successes etc.
• Create expectations (and meet them)
• Narrate the everyday life of the agency/company: a
photo of the team, a personal touch...
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53. 7. Communicate, communicate, communicate
Get a plan!
To make a good plan, you need:
1. Analysis
2. Strategy
3. Action
3bis.Luck
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54. 7. Communicate, communicate, communicate
Analysis
• Is anyone talking about me online?
• Where? How?
• (Is the presence on that channel worthy?)
!
• What do my competitors do?
• What they do well?
• What can I learn from them?
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55. 7. Communicate, communicate, communicate
Strategy
• What channel I decided to oversee?
• What are the targets for each channel?
• BE SMART (Specific, Measurable, Attainable,
Relevant, Timed)
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Actions
• Actions must not be unrelated from each other.
• Integration is the word: newsletter, websites, events,
all the ways of communications must be coordinated
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57. 7. Communicate, communicate, communicate
One last word
• Social media are a marketing tool (too).
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58. 7. Communicate, communicate, communicate
Next week
• Being net.
!
!
!
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