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Multi-Channel Innovation — Bust the silos: convert the virtual into reality!

May 20, 2015
CEO Talk on Innovation, Digital Transformation, Multi-Channel Innovation, Valuable Advice
4 Comments
Bust the Silos: Convert the Virtual into Reality!.001

@ 2015 by Value Communication AG, Mainz/Germany. Illustration: Lidia Lukianova, SF Bay Area.

“My message according to all activities based on our disruptive Value Task: Just do it the smart way. Unify Social & Human-to-Human. Convert the virtual into reality. Never digitize anything which provides much more effectiveness through its analog existence!” –Andreas Weber

I was fascinated when Christian Kopocz informed me about the XMPie Users Group initiative to organize #XUG15EU in Berlin/Germany, the 1st. European Conference to think and talk about Multi-Channel Innovation. I have the honor to became a supporter and partner via my company Value Communication AG. And to be a key note speaker as well. Why? Because in the last years I struggled with all this ”Blablabla“ on „print is dead and for losers“, online resp. cross-media is the winner but has to be converted into omni-channel a.s.o. In most of the cases Old School candidates tried to adopt new buzzwords to demonstrate that they are modern and ahead. But they fail, specially traditional publishers, agencies and media service providers.

But even for me as an communication analyst it was a good learning to get involved via #XUG15EU. It made me rethink my analyst work I’ve done in the last 15 or 20 years. At that time we started to deal with VDP, personalization, individualization. Later on W2P and Online-Printing. But as we know today, none of this innovation tasks created mainstream effects. The Old School world is still there and and dominant.

WANTED: A Mind Shift! Think and act disruptive.

In fact I figured out that is not possible to optimize what we are doing successfully, so far. According to what they call „Innovators Dilemma“ our own success is our biggest enemy. So I created a „Disruptive ValueTask“ concept. Based on three main models:

  1. How to unify Social (Technologies) and Human-to-Human needs? — By three key success factors: 1. Reduce complexity. 2. Skip analog thinking in a digital world. 3. Practice that needs are the measure of all things.
  2. Cultivate and practice the BIG 5-C Value Communication Mechanism. — It is all about to synchronize and harmonize Content, Community, Creativity, Connectivity and Consumer&Brands in a new way.
  3. Understand and learn The Real Value of Communication. — It is beyond Digital Transformation leading us back and forth at the same time by Dialektik, Innovatik and Hermeneutik (which is dedicated to the sense of purpose).

To make all this happening we have to disrupt. So please follow my advice: 

  1. Multi-Channel Innovation depends on technologies but is headed by „Brainware“, not by soft- and hardware.
  2. We need a new philosophy to create a common understanding of how we manage Multi-Channel Innovation successfully. Any kind of innovations only push through if they are communicated effectively — especially in the field of B2B.
  3. Multi-Channel success is driven by interaction and diversity.

My Conclusion: Multi-Channel Innovation is a real challenge. Multi-Channel Innovation has to unify Social Technologies and Human-to-Human needs. Because needs are the measure of all things! And last but not least: Multi-Channel Innovation  leads to a sustainable digital lifestyle experience in a real world! — That’s it!

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LATEST NEWS: 

Benchmark! More than 130 attendees from 16 countries joined #XUG15EU on May 26, 2015 in Berlin.

Best-in-class: First resumee on air by Output Magazine, London

Amazing: Check Twitter as well, Hashtag #XUG15EU.
We created more than ONE MILLION (!) VIEWS in less than 30 hours!

First Comment on XUG15EU

@ 2015 by Output Magazine., London/UK

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Slideshow on Slideshare:

ValueTalk! — Gute Multichannel-Kommunikation respektiert die Befindlichkeit der Nutzer!

May 11, 2015
CEO Talk on Innovation, Multi-Channel Innovation, Value Innovation
1 Comment
Jörg Blumtritt

© 2015 by Jörg Blumtritt.

Jörg Blumtritt, aka @jbenno, Data Scientist und CEO von Datarella, München, ist einer der hoch gebildeten und stets Innovations-begeisterten Experten, die sich mit Big Data, Media und Kommunikation in allen Facetten beschäftigen. Herausragend ist sein Slow Media Manifest, das er mit Kollegen verfasst und kultiviert hat.  — Interview: Andreas Weber

Wie ist ihre Sicht/Definition von Multichannel? Worin liegen die Stärken/Herausforderungen?

Jörg Blumtritt: Multichannel Kommunikation bedeutet, für seine Kunden und Ansprechpartner in unterschiedlichen Medienkanälen Information und Services im passenden Format anzubieten. Das bedeutet, sich ganz auf die Situation der Nutzer einzulassen, und sich daran anzupassen, statt dem eigenen Branding oder der CI Vorrang zu geben. Der Schritt von Web-Auftritten bzw. Web-Angeboten auf Mobile ist für viele Unternehmen schon eine große Herausforderung. Während die Situation der Nutzer im “klassischen Online” einigermaßen klar war (“Sitzt vor dem Rechner”), ist die mögliche Nutzung von Smartphones und Tabletts weit vielseitiger.

Die Bandbreite geht vom entspannten Lesen auf dem Tablett auf dem Sofa zuhause, bis zum schnellen Suchen relevanter Informationen in Eile auf der Straße. Entsprechend ist es wichtig, sich sehr gut zu überlegen, in welcher Situation Menschen, die man erreichen möchte, unterschiedliche Inhalte oder Services anfordern bzw. nutzen. Der situationsbedingte Kontext wird noch wichtiger bei Smartwatches – hier ist zum einen der Bildschirm wesentlich kleiner, zum anderen haben die Nutzer nochmals erheblich geringere Bereitschaft, sich von im Augenblick für sie nicht relevanten Informationen ablenken zu lassen — was stört fliegt raus.

Passt Multichannel in Ihr Slow-Media-Gefüge? Und warum?

Jörg Blumtritt: Wenn Kommunikation sich auf die Situation der Menschen einlässt, den Kontext sinnvoll einbezieht, ist es leichter, sie aufzunehmen und zu nutzen, als wenn man mühselig ein Format verdauen muss, das gerade eigentlich nicht passt. Slow Media bedeutet bewusste Kommunikation, die nicht bevormundet, sondern respektiert. Gute Multichannel-Kommunikation respektiert die Umstände, in denen sich die Empfänger gerade befinden, indem sie berücksichtigt, wo diese augenblicklich erreicht werden.

Wer/welche Firma ist bei Multichannel Ihr Top-Favorit?

Jörg Blumtritt: Es gibt eine Reihe von Unternehmen, die unterschiedliche Kanäle gut bedienen. Von den Medienangeboten finde ich international die New York Times sehr interessant. Die NYT hat nicht nur ein sehr gutes Web-Angebot mit Blogs und ganz anderen Inhalten, als in der gedruckten Ausgabe, sie ist auch die erste Zeitung, die eine kontextabhängige App für die Apple Watch vorstellt. In Deutschland finde ich seit jeher Die Welt und Welt Online interessant, die (wenn ich mich recht erinnere) mit eine der allerersten Zeitungen weltweit war, Twitter wirklich sinnvoll für sich genutzt hat (und dies bis heute tut).

Was mir auch gefällt, ist das Multichannel-Angebot der Münchner Verkehrsgesellschaft MVG, deren App mich sinnvoll in meiner Mobilität unterstützt. Gleichzeitig betreibt die MVG ihre Servicecenter an größeren Bahnhöfen und sogar ein eigenes Verkehrsmuseum — das heißt die ganze Bandbreite an Kommunikationsmitteln wird sinnvoll eingesetzt.

Danke für das Interview!

Wir empfehlen allen Interessierten, an der europäischen Multichannel Konferenzen #XUG15Eu am 26. Mai 2015 in Berlin teilzunehmen.

ValueCheck! — Perfect way to connect innovation to profit

August 15, 2014
Valuable Advice, Value Art & Communication, Value Contributors, Value Innovation
1 Comment
Value Art+Com How it works Hermeneutik Dialektik Innovatik iMac.001

© 2014 by Value Communication AG, Mainz/Germany

 

Hermeneutics — the hidden success driver

By Şükran Ceren Salalı, Value Art+Communication Fellow

 

ValueLearning — the real value of communication is not only a process:

• Hermeneutics is the methodology that provides the way of mastering in art of interpretation to create context.

• When it comes to Dialectic as a more creative discourse then language, tonality, mimics and gestures play an important role. 

• „Innovatik” as systemic innovation management approach makes a big sense.

Learning the real value of communication is not only a process which one can experience communication itself by interacting with people and the environment, but also a process of acquiring the main philosophy including dimensions and essentials of valuable communication. For the first time, a spreadsheet is prepared to showcase these dimensions and essentials by Value Communication AG in Mainz. In order to become an effective communicator, one should concentrate to combine these three dimensions such as Dialectic (as a more creative discourse), Hermeneutics (as the sense of purpose) and ”Innovatik“ as systemic innovation management approach)  as cited above in the chart.

As one of the very important parts of valuable communication, Hermeneutics is    the methodology that provides the way of mastering in art of interpretation to create context. The methodology actually started as a legal and theological conception governing the interpretation of civil war, however; thanks to smart and effective philosophers like Hans-Georg Gadamer as a godfather of Hermeneutics, it becomes a valuable phenomenon to experience valuable communication in the best way. Unfortunately, today Hermeneutics is not valued as much as it deserve. Nevertheless, we should keep in mind that Hermeneutics is far more effective and essential than before as humankind need to be able to analyze aspects around her via reaching the sense of purpose in the best way.

Dialetic enables creative interaction.
„Innovatik“ manages connectivity!

When it comes to Dialectic as a more creative discourse then language, tonality, mimics and gestures play an important role. Our way of dealing with arguments and contradictions and preparing attractive speeches requires us to focus more on Dialectic. Being empathetic and using rhetoric in an influential ways form Dialectic as a segment of valuable communication and the interaction with the Audience is crucial to communicate better. Also, without critical ability and responsiveness, we are not able to create a healthy  business relationship and to integrate in B2B and H2H aspects properly.

As the third segment of dimensions and essentials that make communication valuable, ”Innovatik“ as systemic innovation management approach makes a big sense. Innovation by technology needs valuable communication to enables interaction/ interactivity, networking (the Cloud Principle), being systematic, having useful/profitable options, following advantageous and simplistic opportunities, and also benefiting from WIN-WIN-WIN-Principle as a manufacturer, buyer and any customer´s customer.

 

Our take: All of these useful and effective aspects to experience valuable communication have been used in our project Value Art&Com Project on track of searching the real value of communication via the interviews, comments and also cultural and historical researches we have made so far. The spreadsheet by Andreas Weber was the scientific base of our project to analyze each step and to interpret our findings and results. There is no doubt that the combination of Dialectic, Hermeneutics and ”Innovatik“ come as the perfect trio to guide not only those who are willing to become communication professionals (or better best-in-class communicators) and influential analysts, but also those who are willing to become successful as professionals connecting innovation to profit.

 

Please check out the Value Video on YouTube:

 

 

Please check our latest Value iBook — FREE DOWNLOAD

https://itunes.apple.com/de/book/real-value-communication/id910010055?mt=11

ITunes Download Value Art+Com iBook

 

 

Or if you don’t use iPad preview as well as PDF
(movies incl. on “What is the real value of communication?”