Communications Trends For 2010 (Part 2)

Posted on January 19, 2010. Filed under: Communications Strategy, Trends | Tags: , , , , , , , , , , , , , , , , , , , , , , , , , |

January is prime time for crystal ball gazing. You know, looking into the future.

And while we can’t predict all that’s yet to come, we can expect exciting times ahead.

My previous post, Communications Trends For 2010 (Part 1), featured forecasts from several individuals whose ideas and opinions I greatly admire. They’re all deep thinkers who understand communications on many different levels.

A couple other pals were kind enough to offer their two-cents regarding where communications are headed in the coming year, and because these seers sent in lengthier responses, they warrant a separate post.

Here it is, part two of Communications Trends For 2010:

On social media, mobile technology and transparency

From: Jason Spector, a creative and crowdsourcing consultant standing at the crossroads of user experience, community, design and social media. Blog: Jason Spector. Twitter @JasonSpector

Dashboard tools accelerate social media usage

“We’re going to see a more seamless integration of the various communication channels. Going forward, I see a standard communication tool like email or social dashboard providing much of this information pulling from the various sites, like a social/communication profile dashboard. Web clients will probably come first followed by desktop apps. This will lead to a wider acceptance and usage of social media overall.”

Social media permeates the business space

“Businesses of all sizes will get serious about social media. Companies that are still ignoring it are going to be driven into it or truly left behind. Companies that are already involved with it are going to dedicate resources, plan for it and attach an ROI. It’s going to become a major part of marketing and customer engagement initiatives (if they’re not already) and not as much of a secondary effort.”

Mobile plays a much bigger role

“This is an obvious one, but I think the software and hardware of upcoming mobile devices will focus even more on communications, such as AR [augmented reality], gaming, photo, video, file viewing/sharing, conferencing and collaboration. Businesses are also going to focus more on mobile as a viable interactive device for their branding and marketing, such as virtual promotions.”

Transparency is no longer optional

“Consumers are going to demand more transparency from the companies they engage with. They have a huge amount of tools at their fingertips to learn about a company, talk about them and communication with them. It’s no longer just user reviews on sites. Social tools allow for instant support or criticism. The businesses that are honest and open will be accepted (and promoted) while ones perceived as “hiding something” will be seen negatively whether it’s true or not.”

Real-time, Twitter and the ideal integrity profile

From: Autom Tagsa, business communicator, web marketer, corporate specialist and pensive technophile. Blog: autom8. Twitter @autom8

The push for real-time will add complexity but drive other opportunities

“We’ve seen this wave engulf the online stream throughout the latter half of this year. As Google, Microsoft and other major players fiercely compete to secure market share in real-time search, it leaves one wondering just how this flurry of immediacy impacts the day-to-day user: How are they expected to (a) understand/appreciate the technological advancement, and, if they don’t care, how are they (b) expected to effectively filter the barrage of information. Also, as other leading start ups introduce more sophisticated tools that aim to better monetize online ads in real-time, this may well create opportunities that the online advertising industry sorely needs.”

Twitter’s broader penetration will bring us to the next level

“Twitter-r-us. Need I say more? I have long postulated that Twitter will be the driving force that reshapes certain existing and traditional forms of communications. Beyond democratization and paving level playing fields, it is fast becoming a recognized, universal channel (not necessarily for accurate nor meaningful info) but nonetheless ‘the go-to channel’. I’ve already seen ‘follow me on twitter’ embedded as a standard icon on many a communicator’s or company’s online vehicle. Why not on press releases, biz cards, signs, ads, etc. — “follow me” is the new calling card. As I have said many times before ‘Twitter is the iconic face of social media so it’s certainly become prime time and will be more so in 2010 as it begins to penetrate the business environment with upcoming biz-oriented tools.”

Synthesis of the corporate and personal brand will be a market differentiator

“What’s become apparent this year is how loud and clear we all heard chatter surrounding integrity, transparency and one’s corporate or organizational face online. Many struggle to reconcile with the notion of personal brand versus corporate brand, ghost writing/tweeting, etc. as discussions surrounding both ethical and best practice implications begin to colour what we perceive as effective communication versus credible communication and why the “ideal integrity profile” really ought to embody both aspects.

The ones who will secure a trusted following and an attentive audience are those who are able to successfully meld their personal brand with their corporate identity. It will give them a kind of passionate voice behind a stoic product or service. This is purely a visceral interpretation on my part but I think it merits closer attention. We’ll see more and more of that synthesis happening.”

And in conclusion…

All that sure gives us plenty to ponder, eh? Jason and Autom, thanks so much for your two-cents; although I really think your thoughts are worth a lot more.

And readers, follow these gents on Twitter to keep up with what’s on their minds in real-time.

– Deni Kasrel

What do you think of Jason and Autom’s trend predictions for 2010? Have some of ideas your own? Please share. Comments welcome.

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How To Captivate An Audience

Posted on October 8, 2009. Filed under: Communications Strategy, Social Media | Tags: , , , , , , , , , , , , , , , , , , , , , |

Hand holding a Poken device If you’re giving a presentation and want the audience to hang on your every word here’s a tip: Announce you’ll give away free stuff to people who answer questions correctly during your talk.

Trust me, it works like a charm.

I saw it in action during Peter Shankman’s keynote address at the Global Creative Economy Convergence Summit 2009 sponsored by Innovation Philadelphia.

Reel ’em in

Shankman is the founder of Help A Reporter Out, a.k.a. HARO, a free service that connects reporters to sources for articles.

He gave a breakfast talk, and though the caffeine had barely kicked in, Shankman held the crowd in rapt attention, because from time to time he’d ask a question and then toss out a small box to whomever gave the correct response.

No one knew what the heck the freebie was, but no matter. Shankman deemed it a “cool new toy” — ‘nuff said.

The Poken: It’s huge in Europe

Poken device plugged into a laptopAt the conclusion Shankman revealed the cool toy was a Poken — which like David Hasselhoff, is huge in Europe. This small USB-enabled device lets you transfer your contact information, including social network info, to someone else’s Poken, and vice versa. It’s an electronic social business card that plugs into your computer to download the information collected.

Shankman predicted the Poken would soon be a big deal in the States, too. Time will tell on that score, but the point is, the chance to win a nifty mystery thingamabob kept all ears riveted on the speaker.

This is not to suggest that he’d have otherwise lost the audience; Shankman is an entertaining guy and worth hearing in any event. I’m just saying the freebie factor made the desire to listen all the more intense. Also, by asking questions there was audience interaction — another good way to reel folks in.

How to succeed in business (using social media)

As for the content of his address, “Social Media, It’s Simply Trust,” Shankman declared that to succeed in selling through social media you must not only build a better mousetrap, but build one that’s hard to copy. Because things get passed around fast and imitators abound.

He then revealed the four rules he employed to build HARO into a successful service (it has in excess of 100,000 members).

Be transparent

A fundamental rule of social media is to be who you say you are — don’t be a poser.

Shankman says don’t lie about anything. If you mess up, admit it, accept the blame and make it right.

The web makes it easy for people to dig around and uncover buried information, hence he advises:

“The biggest mistake is not making a mistake. It’s attempting to cover it up and think you won’t get caught.”

Be relevant

Beyond saying or passing on something of value you need to know how your audience wants to get information. Web site, mobile device, video, podcast, blog, press release, email — however your audience wants to receive information, you need to serve it up.

If you don’t know what they want, ask. Shankman observes:

“If you’re not reaching your audience the way they want, they’ll go somewhere else. And not only that, they have the ability to bitch about it to all their friends, which they will do.”


Along with being the soul of wit, brevity is essential in a society where simple text messages, microblogging and short attention spans rule. Keep it concise and relevant and be sure there are no spelling and/or grammatical errors.

Stay top of mind

Happy Birthday Post-it note (Big stock image)Keep in touch with the people in your network just to say, “Hey, what’s up?” Or, do something like Shankman does, which is to send out birthday wishes to everyone in his Facebook network.

The emphasis here is to have an interest in the person you’re contacting (it’s not about you). Shankman’s wise words:

“Studies show we talk to roughly three percent of our network on a regular basis. All you have to do to be great is be a half a percent better than everyone else.”

– Deni Kasrel

What do YOU think of Shankman’s ploy to keep everyone interested? What about his four rules for business success through social media? Comments welcome.

Related posts:

Who And What Drives Innovation And Creativity?

Creative Economy Summit Converges In Philadelphia

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