沟通有道

Communicate but step by step

无论公司规模大小,与外部进行有效的沟通总是至关重要的。但由于资源有限或职能外包等情况,沟通往往成为公司运营的难点之一。从市场营销,网站到社交媒体,您需要根据各渠道的目标受众不断调整沟通策略以达到最佳的预期成效。

No matter the size of your company, the right communication to the external world is absolutely vital.  Often due to limited resources or this position being outsourced, communication is often an issue for companies. From marketing, website communication to social media there is no one size fits all methodology. Being able to adapt your communication to the audience is key.

在沟通的过程中经常被忽视的要素是分析调研。我们是谁?我们公司、产品和服务的优势是什么?我们如何从竞争中脱颖而出?市场定位是什么?卖点和关键附加值在哪里?

One component of communication to the outside world that is often dismissed is the analytical part. Who are we? What are the strengths of our company, product and services? How do we differentiate ourselves from the competition? Understanding your position on the market, your USP and being able to emphasize on your added values is essential.

沟通的另一个关键要点在于目标设定。我们不应不分重点地开展沟通工作。我们想要实现什么?是想吸引新客户,创造新订单,增加销售额还是提高我们的品牌认知度?目标是定量还是定性的?我们是希望改善与客户的关系,与他们建立更多联系,还是建立一个新的社群?

Another element will be to set the goals. We cannot communicate on everything at the same time. What do we want to achieve? Do we want to attract new customers, generate new leads for the company, andincrease our sales or to develop our brand recognition? Do we have quantitativeor qualitative goals? Do we want to maybe improve the relationship with ourcustomers, connect with them or build a community?

永远不要忘记你的沟通受众。在市场营销领域,我们总是在不断讨论目标客户画像的问题。在当今市场竞争下,只关注客户需求和期望就足够了吗?客户还询问了哪些其他问题?您的服务如何融入到客户的日常工作中?我们需要在沟通的同时保持对自身服务和产品与客户需求的匹配的关注。

The audience of your communication should never be forgotten. In Marketing we talk a lot about identifying your business persona and audience. Is it enough today to only focus on needs and expectations? What are the questions your customer is asking about your services? How your services are integrating in the daily routine of your customer? What is basic is never lose the sight of the need your service coversas this will still remain the structure of your communication.

一旦覆盖了这些要素,就可以开始创建内容了。您想要传达哪些关键信息?哪种风格符合您的价值观和服务?图片,颜色和图像都非常重要。好的内容应清晰传递您的公司品牌价值并完美代表企业所提供的产品或服务。

Once you have covered those stagesis time to create your content. What key messages do you want to communicate? Which style correspond to your values, and services? Pictures, colors and images are importantly relevant. The content should reflect your company values and represent perfectly the services you are delivering.

计划的不周全意味着失败已经在路上。您理想的沟通频率是什么?有需要关注的周期性时段吗?一天或一周中什么时段最适合沟通?同时,沟通也需要在某些时候保留即兴发挥的空间。

Failing to plan is planning to fail. What is the frequency of your messages? Is there seasonality in the year that you will need to focus on? Is there a best time to communicate in the day or week? You will still want to keep some spontaneity in your communication plan.

沟通的内部资源是否已准备就位?您是否有为每次沟通方案分配合理的内部和外部资源?比如社交媒体营销,您的团队可能需要需要玩游戏并积极参与任务以配合工作。有时甚至需要全天候待命!

But who will do it internally? Do you have the internal or external resources to allocate for this communication?If we talk about social media, your team will need to play the game andparticipate actively to the mission. This could mean 24/7, sometimes!

正如Jerry Maguire所说:“我需要看到财务回报……”这将我们带到了沟通的财务维度。您将为此次沟通方案分配的预算是多少?您的沟通方案必须考虑到材料选择、印刷制作、内容创作、格式排版、购买广告空间、推广渠道成本、外包工资等一切成本因素。(注: Jerry Maguire (中文电影名:甜心先生),一部由汤姆克鲁斯在1996年主演的喜剧,”Show me the money”为剧中经典台词之一。)

As Jerry Maguire would say “Show methe money…” This brings us to the financial aspect of communication. What is the budget you will allocate to this communication? Your communication plan will have to consider everything from conceptualization of the material, creating collaterals, content writing, formatting, purchasing advertisement space, the eventual agency costs, salaries involve and social charges. (Note:Jerry Maguire,a comedy Tom Cruise starred in,” Show me the money” is one of the famous lines in the movie.)

一旦你知道沟通目标和具体内容,就可以开始选择分销渠道了。您会在零售杂志、广播、电视和社交媒体上进行交流吗?我们必须在沟通方案的资金投入和最终可触及的受众数量之间找到最佳平衡点。今天,在消费者真正决定采取行动之前,需要至少看到或听到该新品牌的广告7次以上。

Once you know what you are going to say, to whom and for how much, you can then select your distribution channels. Would you communicate in a retail magazine, on radio, on TV, in your social media? A balance has to be found between investment involved and number of audiences that will be reached by this investment in communication. Today an advertisement to a person that does not know your brand will need to be seen orheard at least 7 times before they actually decide to take action.

衡量沟通的影响对于企业的长期发展是至关重要的。在网络或社交媒体可通过多种方法进行衡量:点击次数、访问网页时间和观看次数等。当然,与传统渠道相比,衡量维度已经太大了。

Measuring the impact of your communication is crucial for the long term. On the web or social media there are ways to measure, number of clicks, how long people have been visiting yourpage, number of views etc. etc. This is certainly an improvement compared to the traditional channels.

最后,请计算此次沟通的投资回报率。最终成果与投入相比是否符合预期?通过比较,您将能够更好地规划下一个沟通方案。社交媒体或数字媒体的成效往往会在1到3个月后呈现,而对于传统沟通而言,这可能需要6到12个月

Finally, you need to arrive at the measurement of your return on investment. What was the impact versus the investment you have done? With the impact measurement you will be able todefine or re-define your next communication campaign. ROI from social media ordigital media tends to be seen after 1 to 3 months while for traditional marketing this could be from 6 to 12 months before you actually see results.

在开始下次的沟通活动策划前,请牢记以下三点:

To start honing your communicationplan for the next launch, keep in mind these 3 tips:

  1. 团队中每个成员都必须对公司的价值观、特质以及沟通的具体信息有充分的了解。

    Everyone on-boardmust have a solid understanding of the company values and uniqueness and the message that you are trying to communicate.

  2. 请选择你的战场,并确保每次专注于一个主要受众群。如果你同时在多个领域开战,很可能不会获得预期的成果。

    Pick your battle ground and make sure to focus on one audience at a time, consistently. If you communicate only every now and then, chances are you will not get the impact you wish to have.

  3. 能够以数字衡量的投资回报分析报告,以便满足不同利益相关方的预期和需要。

    Be able to show your numbers & the return on investing in communication to get a buy in from the different stakeholders.