Date post: | 19-Oct-2014 |
Category: |
Technology |
View: | 445 times |
Download: | 0 times |
copyright 2010 3rd Order
Communications LLC
1
How do your Speakers Score?
October 28, 2010
Sponsored by Suzanne Carawan, etoucheswith
Larry Petcovic
Behavioral Communications Coach
3rd Order Communications LLC
www.3rdordercommunications.net
communicationinsightmappingstudy.blogspot.com
copyright 2010 3rd Order
Communications LLC
2
How do your Speakers Score?
• In the Speaker’s Mind!
• Did they get it?
• Did I keep them interested?
• Will I make a difference?
• Were they bored?
• I think they liked it!
• How was my pacing?
• How was my level of technical
detail?
• How many people thanked
me?
• In the Audience’s Mind
• That was interesting?
• What did I learn?
• Now what?
• I got it!
• How does that affect me?
• Will I do anything differently
tomorrow?
• What was that about?
• Waste of time?
copyright 2010 3rd Order
Communications LLC
3
How do your Speakers Score?
• Classic scoring inventory:
• Reaction – did audience LIKE it!
• Knowledge – what did audience LEARN?
• Behavioral – how did audience CHANGE?
• Results – what did we ACHIEVE as an organization?
• NEW Social scoring inventory:
copyright 2010 3rd Order
Communications LLC
4
Managing reputation: emerging
way
© RGsquared LLC 2010 4
Shareholders
Employees
Suppliers
Customers
TELL
SELL
Emerging Stakeholder Group
3rd Order Communications
Social Network
I (we) WANT your brand
copyright 2010 3rd Order
Communications LLC
5
How do your Speakers Score?
• Classic scoring inventory:
• Reaction – did audience LIKE it!
• Knowledge – what did audience learn?
• Behavioral – how did audience change?
• Results – what did we achieve as an organization?
• NEW Social scoring inventory:
• Networks - how did we reinforce social media networks?
• Networks – are we creating advocates for our Brand?
copyright 2010 3rd Order
Communications LLC
6
How do your Speakers Score?
3 Factors and the SCORE!
3 Dimensions of all
communication
interactions:
The Relationship with
the audience:
The 2 NEW social world
dimension: based on
social psychology, social
neurosciences,
emotional and social
intelligence, and social
networks!
THE SCORING:
copyright 2010 3rd Order
Communications LLC
7
ALL COMMUNICATIONS HAS 3 DIMENSIONS
• 1. Words, Content, Technical stuff, Data, information …
• 2. Affective Context, nonverbal reinforcement, emotive
context, why should I care …
• 3. Social Context and meaning of 1 & 2 based on social
relationship (Role) – TRUST and Credibility – so what
should I do about this data and feeling?
copyright 2010 3rd Order
Communications LLC
8
Unknown (Social) vs. Known (Work, Home, Friends …)
• %
Communication
Focus
• * Managed
includes PR,
Investors,
Employees,
Suppliers, and
Customers
UNKNOWN
Public + Social
Networks
Known +
Managed*
Content 10 90
Affective 30 5
Social 60 5
copyright 2010 3rd Order
Communications LLC
9
Bring Out Your Brain
copyright 2010 3rd Order
Communications LLC
10
Bring Out Your Brain
• Focus on 3 pathways:
• Cortex to process data
(content)
• Mirror neurons to help
process affective and
personal caring
• Spindle neurons to help
process motivation to
social action
copyright 2010 3rd Order
Communications LLC
11
3 Communication Dimensions and the Brain
3 Communication Dimension
Content
Affective
Social Role and Social Action
Focus on 3 pathways:
• Cortex to process data
(content)
• Mirror neurons to help process
affective and personal caring
• Spindle neurons to help
process motivation to social
action
copyright 2010 3rd Order
Communications LLC
12
How do your Speakers Score?
3 Factors and the SCORE!
3 Dimensions of all
communication
interactions:
The Relationship with
the audience:
The 2 NEW social world
dimension: based on
social psychology, social
neurosciences,
emotional and social
intelligence, and social
networks!
THE SCORING:
copyright 2010 3rd Order
Communications LLC
13
Social Taxonomy
• Bio World • Global
• North America
• USA
• State
• Region
• City
• Community
• Neighborhood
• Block
• Your home
copyright 2010 3rd Order
Communications LLC
14
Social Taxonomy
• ###########Global Economy
• ##########Developed Nations Economy
• #########USA Economy
• ######## Industry
• #######Organization
• #### Department
• ### Work Teams
• ## Coworkers
• #Your personal experience, job
copyright 2010 3rd Order
Communications LLC
15
Social Signatures
copyright 2010 3rd Order
Communications LLC
16
Individuals have
unique social signatures
© RGsquared LLC 2010 16
President of USA
CEO of Technology Company
0
10
20
30
40
50
60
70
80
90
100
President CEO of Tech Co
Communication Order Mix
1st
2nd
3rd
copyright 2010 3rd Order
Communications LLC
17
3 Orders of Communication Competence
• 1st Order – Tell Them – speaking to the Choir – burn social capital
• 2nd Order – Sell Them – Persuasion technology, NLP, MBTI,
behavioral marketing etc… “Emotional Intelligence”
• 3rd Order – They want your Brand – relationship based, Trust,
permission based selling, social attunement etc… “Social
Intelligence”
copyright 2010 3rd Order
Communications LLC
18
Score for Communication Competency
% Speaker Time in Each
Communication Order
_65__ 1st - Tell
_20__ 2nd – Sell
_15__ 3rd – They Want
Your Brand
copyright 2010 3rd Order
Communications LLC
19
Score for Speaker 3rd Order Objectives
• 3rd Order Communications Objectives: 1 low 5 high
• _5_ People understand your message (Content – cognitive)
• _3_ People connected emotionally to your message – affective, emotional engagement - necessary personal trust & rapport
• _3_ People were motivated to social action – sustainable social network that advocates your Brand
copyright 2010 3rd Order
Communications LLC
20
Score for Speaker Social Roles
• % Social Role
• _40__1. __CEO___________
• _40__2. ___Leader_______
• _20__3. __Personal Health Practice
copyright 2010 3rd Order
Communications LLC
21
Communication Insight Mapping Study (CIMS)
• Display CIMS
copyright 2010 3rd Order
Communications LLC
22
How do your Speakers Score?
• Classic scoring inventory:
• Reaction – did audience LIKE it!
• Knowledge – what did audience LEARN?
• Behavioral – how did audience CHANGE?
• Results – what did we ACHIEVE as an organization?
• NEW Social scoring inventory:
• Did you need 3rd Order from Speaker?– Score 3rd Order Communication Objectives
copyright 2010 3rd Order
Communications LLC
23
How do your Speakers Score?
• 3rd Order Communications Objectives: 1 low 5 high
• _5_ People understand your message (Content – cognitive)
• _3_ People connected emotionally to your message – affective, emotional engagement -
necessary personal trust & rapport
• _3_ People were motivated to social action – sustainable social network that advocates your
Brand
• % Speaker Time in Each Communication Order
• _65__ 1st - Tell
• _20__ 2nd – Sell
• _15__ 3rd – They Want Your Brand