WHAT YOU WILL FIND HERE:
- The 4 revolutions of Communication
- Internet: a sea of data, information and communities united by content
- Is Brazil actually connected? Discover after all, how is the internet, the connection and users active in Latin America biggest country
- 4 key elements to achieve succeed by generating maintainingful content and long lasting engagement with customers, consumers, suppliers and business partners.
FOUR COMMUNICATION REVOLUTIONS
Human being has gone through some revolutions in communication. The first when we begin to speak, we develop the language to communicate with each other. This allowed us to transmit acquired knowledge, tell stories, improve and advance knowledge.
Centuries later came the second change. The language was decoded into symbols and then into alphabets. This was the birth of our civilization. Knowledge was now do not dependent on being alive, passed from generation to generation. It continues in time, and it was (and is) accessible to anyone who knew how to decode the code – and by the way, for a few centuries, that was for a few men privilege…
With writing thought can be organized in a linear way, measures were created, distances were established, science created, culture expanded and developed. The impact of writing on human kind’s life was so strong that to this day historians have determined the end of prehistory and the beginning of history, that is, of civilization and development by the probable date of the invention of writing.
In the twentieth century we have a new revolution of great proportions – the internet. It is the first communication that brings together the two characteristics of the previous approches – speech and writing: interactivity, exchange and also be able to reach a bunch of people, the mass. In addition, with the internet, there is a possibility that everyone can say, write, speak and be heard, seen and read. Scholars say that with this the linear thinking paradigm is being overcome by a new one: hypertextual thinking, which is organized through diverse and complex associations. At the same time, the advent of non-physical, but real, cyberspace with relationships that are as real as those we have in the so-called NON-VIRTUAL world.
The Internet has greatly changed people’s minds and understanding in terms of communication, association, connection, exchanges, relationships … there is no physical interaction, there is no geographical proximity. These communities (or sense of binding) are fundamentally structured on only one aspect: interest in of its members. From this interest, people could create social relationships independent of the physical factor, and over time these relationships would be (or are) as powerful as any community bond. They also arise through purely communicative interaction among their members.
But ultimately, what is this society of communication, conection and digitial reality that Internet has created?
IS THE WORLD CONNECTED? NOT SO MUCH…
Source data presented [i]
Worldwide, we are 7.5 billion people, 54% living in urban areas. Of these 3.7 billion with internet access (50%), but only 37% are active users of social networks.
Today, 5 billion people have a smartphone and 34% are active users of the Internet using the telephone as a means of access. The most used platforms are Facebook, FB Messenger, WhatsApp, YouTube. The news is good because in one year the growth of Internet access in the world was 10%, of active users via computer of 21%. In the world of cell phones, the growth of people who bought a cell phone was 5% and the growth of active users was an impressive 30%. Currently, half the network traffic is done via computer and via smartphones. Tablets represent only 5% of the total.
AND BRAZIL, HOW IS BIGGEST LATIN AMERICA COUNTRY DIGITAL SCENARIO?
We are 214 million people living in Brazil at the moment, 86% of the population in urban areas. Of Brazilians, 140 million (66%) have access to the Internet and 58% are active users of the Internet. Incredibly, there are more subscription signatures of internet services in Brazil than population (114%), that is: we have more chips than people in the country! Just like global scenario, 52% of users use smartphones to access the network and surf the Internet. Currently, we have had growth in Brazil – 16% in internet access, 18% growth in the number of active users. However, there was a drop in contracted data plans of 10%, that is, the crisis affected this niche of the digital market in Brazil.
Smartphone is the most commonly used means of accessing information: to check e-mail, navigate on webpages, watch videos, or read the news or last soup opera gossip. Of the active users in the Internet in Brazil, 63% access YouTube, 62% Facebook, 53% WhatsApp and 40% Instagram in Brazil. the majority of users are between 18 and 44 years of age and are of both sexes.
HOW TO ENGAGE AND COMMUNICATE WITH KEY PUBLICS IN THE SEA OF DATA AND INFORMATION? WHAT IS THE SECRET OF SUCCESS?
The behavior of customers and consumers (also the user of the digital world) in the huge universe of data, information, videos, news, books, etc. has changed over time.
The consumer is no longer a mere spectator waiting for the information to reach him. On the contrary, he is a pioneer in search of news. With the emergence and popularization of social networks, clients and consumers became “explorers”.
According to experts, to be successful in this digital medium full of information, data, videos, news, different channels and information platforms is:
- Generate relevant and meaningful content to a company or organization key different audiences , to a community or to a group of people with common interests .
- Map, identify and deliver what is important to each public at the moment, meet their information needs, be within the wishes and needs of the target audience.
- The basis of any communication is to convey a message that receiver is able to decipher, understand and absorb.
- Leaving an open channel for direct communication with your target audience is critical. This is an effective way to get to know your audience closely, and to be able to evaluate the reaction after offering a content.
A relevant content is so important for this reason. By being relevant it becomes necessary. When it becomes necessary for an audience, it will always return to seek more and more content -after all it has become necessary to supply something. And, through this mechanism the public creates a relationship with a company, a brand, a civil organization, a small, business, a product.
The internet is the new revolution in the world of communication and knowledge and fundamental to the evolution of people, communities, companies, organizations and society.
Internet access and digital inclusion (knowing how to operate and navigate in this universe) are fundamental for people, for countries and there is an enormous opportunity for inclusion in the world and in Brazil, since we have 35% of people still without a connection and 50% population is not considered an active user of social networks and therefore there is a “digital exclusion” – and everything it represents.
Information is plentiful but not always with quality. Users want content that is relevant and meaningful to them, that is, that they respect your profile, respond to their needs, align with their interests and speak their language
Any service or product to succeed must consider in your communication strategy the internet and the different channels of interaction and existing social networks. It’s not about having a page on Facebook, Instagram posts, sending messages through Twitter or recording videos on YouTube. It is a matter of thinking how to do this in an integrated way, for who, putting what type of content and in what form.
A transmidia approach and vision and a content curation well developed to guide and support content dissemination is what we need to implement a successful engagement and communication strategy in our organizations, companies, entities, small businesses. No matter the size, location, sector or niche, no matter where the person, the family, the dealer, the entrepreneur works. The question is the same!
[i] Relatório Digital South America 2017: https://pt.slideshare.net/wearesocialsg/digital-in-2017-south-américa)