Posted in marketing, web business

SXSW2008 – Flat World? Secret Strategies, Tips and Tools

Catherine Crogo – Diversity Unlimited

Thinking about the weekly meeting and seeing if that if conducive for the collectivist culture mkts
– higher freq, low duration communication
– sometimes for infrastructure reasons and sometimes for understanding/translation
– asking “are their any exceptions?”, not “what is your status?”, is the norm in most collectivist cultures

In some cultures a task is only completed when the relationship is maintained
– making sure the team is happy is part of the project

identifying the cultural aspects of each of the countries you are dealing with
– how is communication different in London than in India, than in Japan

differences in tone (i.e. london less direct, india more direct)
differences in how the culture treats time affects risk management

rapid fire starter ? – why did you do a instead of b?

use of passive voice is interpreted different to different cultures

In many collectivist cultures, the feeling is “i will do what you tell me and not question your judgement, even if I dont agree” and the transaction desired in that choice is loyalty not mindlessness

should you use a standardized means of communication for updates/reports?
– using small group standardized forms of communication
– style guide of communication, including
    – vocabulary,
    – part of communication (context, status, action/nextsteps) use square, upside triangle, down triangle

determining how staff can communicate emotions in a safe and comfortable way

4 key findings
– do my team member know everyone’s availability?
– does your team need to read every email in order to stay up to date? (push vs pull)
– the sender prioritizes the information, not the receiver
– when i dont understand the email, i know where to go to find the info i need
    – 10-15% of their time in same time communication, in 1-1 communication.  meetings dont count
    – talk not ness about the proj, but what happens is that you discover how you talk about risk

GREAT Session!  😀  Didn’t get to write all my thoughts.  Ask me more if you want to.

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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