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Communication Training Presentation

Romy Hoeusler
Romy Hoeusler

Basic Communication Training: What is communication? The functions of language Characteristics of communication Communication strategy Copy strategy Communication Planning Evaluation of activities Internal communication External communication

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AT THE END OF THE DAY YOU WILL BE ABLE TO 1) Understand what is communication and its characteristics 2) Create your own communication strategy 3) Know how to do a communication planning 4) Use specific tools for each action of communication 2
SCHEDULE 3
WHO AM I? ROMY VOLUNTEER IN COMMUNICATION & WEB MARKETING Global communication Website updates Community management Flyers design Trainings Advising 4
WHO ARE YOU? What is your name and position? What is your organization? What do you expect with this training? 5
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WHAT IS COMMUNICATION? Communication may be defined as exchange of facts, ideas, opinions or emotions between two or more persons to create common ground of understanding. Marketing communication are messages related to medias used to communicate with a market. 7
WHAT IS COMMUNICATION? You already communicate every day in your organization! When you spread messages through your website and social media When you contact buyers, sponsors, partners When you give your name card When you attend trade fairs 8
WHAT IS COMMUNICATION? Different types of communication depending on the working environment: Marketing communication Corporate communication Event communication Institutional communication Crisis communication 9
WHAT IS COMMUNICATION? MARKETING COMMUNICATION 10 STUDY THE MARKET COMMERCIAL OBJECTIVES CREATE NEW RELATIONSHIPS CHANGE BEHAVIOURS SPREAD YOUR MESSAGE CREATE SOCIAL LINK SAME GOAL REACH THE OBJECTIVES OF THE ORGANIZATION
JAKOBSON FUNCTIONS OF LANGUAGE Sender Message Receiver 11 Context Contact Code
JAKOBSON FUNCTIONS OF LANGUAGE Sender expressive Message poetic Receiver conative 12 Context referential Contact phatic Code metalingual
JAKOBSON FUNCTIONS OF LANGUAGE AAC Be a sponsor for a unique & great fair trade in Siem Reap! Sponsor 13 Raising funds to buy the material Email English
COMMUNICATION BtoB / BtoC 14
COMMUNICATION INTERNAL / EXTERNAL 15
ONLINE MEDIA / OFFLINE MEDIA / DIGITAL MEDIA Online media refers to the 6 big channels in communication This is media of massive communication. AIM: change attitudes, belief, images Offline media communication aims at individuals, small targets to change their behaviors and buying habits Digital media refers to the communication technics on internet You use it everyday on your smartphone but it is also very powerful for you communication! 16
RECAP NOW YOU KNOW: What is communication The different environments of communication A guy named Jakobsonand the functions of language What is BtoB and BtoC communication What is internal & external communication What are online media, offline media and digital media 17
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COMMUNICATION STRATEGY Business strategy Marketing stragety Communication strategy 19 Communication strategies are plans for communicating informations related to a specific issue, event, situation, or audience. They serve as the blueprints for communicating with the public, stakeholders, or even colleagues.
COMMUNICATION STRATEGY Your organization Your products Your strengths / weaknesses Your opportunities / threats 20 Short statement
COMMUNICATION STRATEGY WHICH ISSUE MY COMMUNICATION SHOULD RESOLVE? How can I increase my sales/find new buyers/find new volunteers while I don't have any budget/I have too many competitors/I don't know who wants to buy my products? 21 Short statement Issues
COMMUNICATION STRATEGY THIS THE POSITION THAT YOUR ORGANIZATION AND YOUR PRODUCTS OCCUPIES IN CUSTOMERS MINDS. THIS IS YOUR IDENTITY AND WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS. Who are you? What do you propose? What is your promess? 22 Short statement Issues Strategic Position
COMMUNICATION STRATEGY Your target is the people you want to reach in your communication. Define your main target and the subsidiaries! Where is your target physically AND on internet? Age? Gender? Socio-styles? Professional category? 23 Short statement Issues TargetStrategic position
COMMUNICATION STRATEGY 24 Short statement Issues Strategic position Target Objectives It is essential to define your objectives before your start to go into actions of communications! Qualitative Increase the visibility of my brand Quantitative Get 3000 persons come to see my stand and make 30% of them eventual buyers.
COMMUNICATION STRATEGY 1) Short statement of your organization 2) Your communication issue(s) 3) Your strategic position 4) Your targets 5) Your objectives 25
26
COPY STRATEGY The target The objectives The promess to the target The distinctives of the products to justify the promess (reason why) The mood (demonstrative, informative, imaginary, funny, symbolic, dramatic...) The technical obligations (legal, economic, professional) 27
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29 LOGO PACKSHOT PUNCHLINE WATCH MODERN HAIRCUT NICE CLOTHES
30
COMMUNICATION PLANNING The context The diagnosis The communication strategy Concrete actions Planning Budget 31 NOW ITS YOUR TURN!
EVALUATE YOUR ACTIONS! 32
33 Track down customers and improve performance across your sites, apps, and other marketing channels.
34 Ahrefs Site Explorer is a search engine optimization tool for monitoring and analyzing backlinks to a specific site.
35 INSIGHTS
36 GOOGLE FORM
37
CORPORATE IDENTITY Logo Name card Colors Typography Type of messages 38 strong, passionate, social, human, empowerment
SHARING & ORGANIZING DOCUMENTS 39
MOBILIZE RESOURCES 40
41
ONLINE MEDIA 42 ONLINE MEDIA COSTS A LOT OF MONEY!
OFFLINE MEDIA 43 SHOP EVENTS FAIRS CONFERENCES PRESS RELATIONS GUIDE BOOKS CUSTOMER RELATION MANAGEMENT (CRM)
DIGITAL MEDIA SOCIAL MEDIA 44 1. Create Links 2. Maintain Contact 3. Create a Network 4. Be Involved!
DIGITAL MEDIA SOCIAL MEDIA 45 DAY TO DAY NEWS MARKETING PROFESSIONAL INFORMATIONS DAY TO DAY NEWS MORE PERSONAL ONLINE CATALOG DESIGN INSPIRATIONS
DIGITAL MEDIA WEBSITE YOUR WEBSITE IS LIKE YOUR STORE FRONT, IF ITS UGLY, PEOPLE WILL LEAVE IN THE SECOND! YOU HAVE TO MAKE IT AS SIMPLE AS POSSIBLE, UPDATE IT OFTEN AND INTERACT WITH YOUR VISITORS. EVERYTHING YOU WILL UPLOAD WILL REFLECT THE LIFE OF YOUR ORGANIZATION! 46
DIGITAL MEDIA NET LINKING A BACKLINK IS ANY LINK RECEIVED BY A WEBSITE FROM ANOTHER WEBSITE. WHY IS IT IMPORTANT? IT DETERMINES YOUR POPULARITY ON INTERNET! 47
DIGITAL MEDIA VISIBILITY 48
DIGITAL MEDIA RICH MEDIA USE INTERACTIVE CONTENT IN YOUR COMMUNICATION! 49 http://docs.google.com//d/0B7bQFz5wUF_TZ1hPZG02SXVVXzA/edit
DONT FORGET THE HUMAN DIMENSION 50
CONCLUSION 1. Internal Communication THEN external Communication 2. Think about your objectives before your strategy! 3. Share the project with your team! 4. You will do some mistakes, its normal! 51
52 BE ORGANIZED BE ORIGINAL BE AUTHENTIC BE CREATIVE BE VIRAL
THANKS FOR YOUR ATTENTION! Romy Hoeusler Communication Volunteer romy.Hoeusler@laposte.net 096 78 33 496 53

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Communication Training Presentation

  • 1. 1
  • 2. AT THE END OF THE DAY YOU WILL BE ABLE TO 1) Understand what is communication and its characteristics 2) Create your own communication strategy 3) Know how to do a communication planning 4) Use specific tools for each action of communication 2
  • 4. WHO AM I? ROMY VOLUNTEER IN COMMUNICATION & WEB MARKETING Global communication Website updates Community management Flyers design Trainings Advising 4
  • 5. WHO ARE YOU? What is your name and position? What is your organization? What do you expect with this training? 5
  • 6. 6
  • 7. WHAT IS COMMUNICATION? Communication may be defined as exchange of facts, ideas, opinions or emotions between two or more persons to create common ground of understanding. Marketing communication are messages related to medias used to communicate with a market. 7
  • 8. WHAT IS COMMUNICATION? You already communicate every day in your organization! When you spread messages through your website and social media When you contact buyers, sponsors, partners When you give your name card When you attend trade fairs 8
  • 9. WHAT IS COMMUNICATION? Different types of communication depending on the working environment: Marketing communication Corporate communication Event communication Institutional communication Crisis communication 9
  • 10. WHAT IS COMMUNICATION? MARKETING COMMUNICATION 10 STUDY THE MARKET COMMERCIAL OBJECTIVES CREATE NEW RELATIONSHIPS CHANGE BEHAVIOURS SPREAD YOUR MESSAGE CREATE SOCIAL LINK SAME GOAL REACH THE OBJECTIVES OF THE ORGANIZATION
  • 11. JAKOBSON FUNCTIONS OF LANGUAGE Sender Message Receiver 11 Context Contact Code
  • 12. JAKOBSON FUNCTIONS OF LANGUAGE Sender expressive Message poetic Receiver conative 12 Context referential Contact phatic Code metalingual
  • 13. JAKOBSON FUNCTIONS OF LANGUAGE AAC Be a sponsor for a unique & great fair trade in Siem Reap! Sponsor 13 Raising funds to buy the material Email English
  • 16. ONLINE MEDIA / OFFLINE MEDIA / DIGITAL MEDIA Online media refers to the 6 big channels in communication This is media of massive communication. AIM: change attitudes, belief, images Offline media communication aims at individuals, small targets to change their behaviors and buying habits Digital media refers to the communication technics on internet You use it everyday on your smartphone but it is also very powerful for you communication! 16
  • 17. RECAP NOW YOU KNOW: What is communication The different environments of communication A guy named Jakobsonand the functions of language What is BtoB and BtoC communication What is internal & external communication What are online media, offline media and digital media 17
  • 18. 18
  • 19. COMMUNICATION STRATEGY Business strategy Marketing stragety Communication strategy 19 Communication strategies are plans for communicating informations related to a specific issue, event, situation, or audience. They serve as the blueprints for communicating with the public, stakeholders, or even colleagues.
  • 20. COMMUNICATION STRATEGY Your organization Your products Your strengths / weaknesses Your opportunities / threats 20 Short statement
  • 21. COMMUNICATION STRATEGY WHICH ISSUE MY COMMUNICATION SHOULD RESOLVE? How can I increase my sales/find new buyers/find new volunteers while I don't have any budget/I have too many competitors/I don't know who wants to buy my products? 21 Short statement Issues
  • 22. COMMUNICATION STRATEGY THIS THE POSITION THAT YOUR ORGANIZATION AND YOUR PRODUCTS OCCUPIES IN CUSTOMERS MINDS. THIS IS YOUR IDENTITY AND WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS. Who are you? What do you propose? What is your promess? 22 Short statement Issues Strategic Position
  • 23. COMMUNICATION STRATEGY Your target is the people you want to reach in your communication. Define your main target and the subsidiaries! Where is your target physically AND on internet? Age? Gender? Socio-styles? Professional category? 23 Short statement Issues TargetStrategic position
  • 24. COMMUNICATION STRATEGY 24 Short statement Issues Strategic position Target Objectives It is essential to define your objectives before your start to go into actions of communications! Qualitative Increase the visibility of my brand Quantitative Get 3000 persons come to see my stand and make 30% of them eventual buyers.
  • 25. COMMUNICATION STRATEGY 1) Short statement of your organization 2) Your communication issue(s) 3) Your strategic position 4) Your targets 5) Your objectives 25
  • 26. 26
  • 27. COPY STRATEGY The target The objectives The promess to the target The distinctives of the products to justify the promess (reason why) The mood (demonstrative, informative, imaginary, funny, symbolic, dramatic...) The technical obligations (legal, economic, professional) 27
  • 28. 28
  • 30. 30
  • 31. COMMUNICATION PLANNING The context The diagnosis The communication strategy Concrete actions Planning Budget 31 NOW ITS YOUR TURN!
  • 33. 33 Track down customers and improve performance across your sites, apps, and other marketing channels.
  • 34. 34 Ahrefs Site Explorer is a search engine optimization tool for monitoring and analyzing backlinks to a specific site.
  • 37. 37
  • 38. CORPORATE IDENTITY Logo Name card Colors Typography Type of messages 38 strong, passionate, social, human, empowerment
  • 39. SHARING & ORGANIZING DOCUMENTS 39
  • 41. 41
  • 42. ONLINE MEDIA 42 ONLINE MEDIA COSTS A LOT OF MONEY!
  • 44. DIGITAL MEDIA SOCIAL MEDIA 44 1. Create Links 2. Maintain Contact 3. Create a Network 4. Be Involved!
  • 45. DIGITAL MEDIA SOCIAL MEDIA 45 DAY TO DAY NEWS MARKETING PROFESSIONAL INFORMATIONS DAY TO DAY NEWS MORE PERSONAL ONLINE CATALOG DESIGN INSPIRATIONS
  • 46. DIGITAL MEDIA WEBSITE YOUR WEBSITE IS LIKE YOUR STORE FRONT, IF ITS UGLY, PEOPLE WILL LEAVE IN THE SECOND! YOU HAVE TO MAKE IT AS SIMPLE AS POSSIBLE, UPDATE IT OFTEN AND INTERACT WITH YOUR VISITORS. EVERYTHING YOU WILL UPLOAD WILL REFLECT THE LIFE OF YOUR ORGANIZATION! 46
  • 47. DIGITAL MEDIA NET LINKING A BACKLINK IS ANY LINK RECEIVED BY A WEBSITE FROM ANOTHER WEBSITE. WHY IS IT IMPORTANT? IT DETERMINES YOUR POPULARITY ON INTERNET! 47
  • 48. DIGITAL MEDIA VISIBILITY 48
  • 49. DIGITAL MEDIA RICH MEDIA USE INTERACTIVE CONTENT IN YOUR COMMUNICATION! 49 http://docs.google.com//d/0B7bQFz5wUF_TZ1hPZG02SXVVXzA/edit
  • 50. DONT FORGET THE HUMAN DIMENSION 50
  • 51. CONCLUSION 1. Internal Communication THEN external Communication 2. Think about your objectives before your strategy! 3. Share the project with your team! 4. You will do some mistakes, its normal! 51
  • 52. 52 BE ORGANIZED BE ORIGINAL BE AUTHENTIC BE CREATIVE BE VIRAL
  • 53. THANKS FOR YOUR ATTENTION! Romy Hoeusler Communication Volunteer romy.Hoeusler@laposte.net 096 78 33 496 53