Communication strategy (web)
- 1. Communication Strategy Web based communication management
- 2. The principles • Same strategic communication principles • WH still matters • Communication is active: engage – Go to your audience – Get them to come to you • Keep the ecosystem in mind • Multi-screen consumption • Engage off-line • Build a critical mass
- 3. The do’s • Highlight the issue rather than your organisation • Update daily (regular, systematic, incremental) • Ask for specific help • Show the specific impact (request hand pump, show picture of the working hand pump) • Have light images for easy rendering • Make it easy for people to use your website – Get information – Give comments (engage) – donate
- 4. The don’ts • Overwhelm with design (text, colours) • Complicated pictures/graphs (complicated for your intended readers) • Website should not be a webpage/static • Copyright • Flame/spam • Trust any web profile • Relax on security
- 5. WH before... • Why are you having a website? • Who is your target audience? • Where will they access your content? • What do you want them to do? • Why is your website the preferred destination? (TINA) • How are you going to keep them there?
- 6. TA • What is the penetration of web in the TA? • Broadband (≥ 256 Kbps) 14.5 million (12%) • 4Mbps 8% (112) (90% in UK) • Average internet speed 885Kbps; UK 4909 Users • Computer literates 224m • Users 150m (122 active) • Urban 84m; Rural 38m • Local language 45m – Urban 20.9m (25%) – Rural 24.3m (64%) • Search for government schemes
- 7. TA Telephones (including mobiles) • Overall coverage (79.58%) • Urban (169.03%) • Rural (40.66%) Mobiles • 934.09 million in June 2012. • 597.59 m (urban) 336.51m (rural). • 695.82 million (74.49%) active. Teledensity • Over 90%. Haryana, Gujarat, Maharashtra, and Karnataka • Over 100% Kerala, Punjab, Himachal, and Tamilnadu • Delhi has 238.6% • Mobile : urban (63.98%) rural (36.02%)
- 8. TA Television • Number of TV homes in India 148 million (2011). • Cable 94m (88m analog; 6m digital) • DTH 41m Newspapers 329,204,841 cgnet: 080-41137280 (1=record; 2=listen)
- 9. Ecosystem • Multimedia/multi screen • SMS • Email / egroups / footers / subjectlines • Facebook / Linked in / Twitter (#hashtag) / Slideshare (tags) /youtube (chanel) • Blogs • Rich Site Summary/Really simple syndication (RSS) • Post / comment on other’s blogs • Carpet bomb, but not spam (shrills)
- 10. KISS MII: minimalist messaging
- 11. Distribution models • Library (not book depot!) • Town hall • Debating club • Market • Mass consumption? • Targeted distribution? Lists and teasers • Peer groups? Link exchange/tags • Engage, encourage
- 12. Advantages • First mover (still creating theory) • 24x7 • Global outreach and access • Dynamic (links, change/edit/update... At virtually no cost) • Data and information out there (need to aggregate into actionable knowledge)
Editor's Notes
- #11: http://theenlivenproject.com/the-truth-about-false-accusation/http://blog.bennettandbennett.com/2013/01/lies-damn-lies-and-infographics.html