Etouches presentslarrypetcovic and how do your speakers score

copyright 2010 3rd Order

Communications LLC

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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

http://www.3rdordercommunications.net/

http://communicationinsightmappingstudy.com/


Communications LLC

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• 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?


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• 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:


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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


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• Knowledge – what did audience learn?

• Behavioral – how did audience change?

• Results – what did we achieve as an organization?


• Networks - how did we reinforce social media networks?

• Networks – are we creating advocates for our Brand?


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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:


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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?


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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


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Bring Out Your Brain


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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


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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


Communications LLC

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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:


Communications LLC

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Social Taxonomy

• Bio World • Global

• North America

• USA

• State

• Region

• City

• Community

• Neighborhood

• Block

• Your home


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Social Taxonomy

• ###########Global Economy

• ##########Developed Nations Economy

• #########USA Economy

• ######## Industry

• #######Organization

• #### Department

• ### Work Teams

• ## Coworkers

• #Your personal experience, job


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Social Signatures


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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


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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”


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Score for Communication Competency

% Speaker Time in Each

Communication Order

_65__ 1st - Tell

_20__ 2nd – Sell

_15__ 3rd – They Want

Your Brand


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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


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Score for Speaker Social Roles

• % Social Role

• _40__1. __CEO___________

• _40__2. ___Leader_______

• _20__3. __Personal Health Practice


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Communication Insight Mapping Study (CIMS)

• Display CIMS


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• Knowledge – what did audience LEARN?

• Behavioral – how did audience CHANGE?

• Results – what did we ACHIEVE as an organization?


• Did you need 3rd Order from Speaker?– Score 3rd Order Communication Objectives


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• 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