Communication becomes conversation
Joanne Thomson - Customer Media Congress 2012 - photo: Gitta BartlingCommunication plays a very important role in this. However, there are some changes to be observed in the way of communicating. For example, communication is now becoming conversation (as a new interpretation of the old concept bottom-up). In addition, employees want to personalize the information they need, to receive it tailored to their needs. Technically, this is all already possible, but Joanne Thomson (photo) also had no budget. So she came up with small things and used 2.0 tools for existing processes and platforms. Things that she could start with herself without making drastic changes. Think of a response option on the intranet and further information filtering options, for example by means of tagging.
She posted a new photo on the intranet every day, to which people could respond. Since these employees are located all over the world, responses came in all day long. She opened her own news channel on the intranet, where employees could post their own news. The control freaks of the communications department need not fear, because according to Joanne, she has never had to reject a news item! According to Joanne, she does not owe the now very successful intranet to her good relationship with – and the support of – the management. She just let it happen. Her advice: “allow it to happen” .
Contextual content
The characterful JP de Clerck , with a charming Flemish accent, surprised many Haarlem residents by opening the presentation with a photo taken opposite the Philharmonie (the venue for the conference). Just to reinforce his statement about contextual content.
According to JP, we look too much at content instead of poland phone data content as a way to convey a message. Create remarkable content to pull people into your (sales) funnel and use context to pull people further through the funnel. See content, marketing, customer and media as a four-part entity. Everyone focuses on content but easily forgets 'the rest'. According to JP, contextual marketing is the new hype:
“It's customer centric. It's about intent, sentiment, relationships, time, role, location.”
Forgotten animals
The presentation by Veronique Hoogendoorn of Artis was much anticipated on Twitter . For Artis, telling stories is crucial – the foundation of Artis, its raison d'être even, is to inform people and to (let them) be amazed by nature. Because of the fun, beautiful and special stories about the animals, that is also possible. But of course there is that gap between what you ideally want to communicate to whom and when and what is in the interest of the animals and the zoo: the communication/content challenge.
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