el hexagon: a holistic model of communication
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© T
OTAL
IDEN
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el hexagon2009 Total Active MediaMartijn Arts
© T
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KennisIt all starts with one dot.
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KennisHowever, this is a hexagon.
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KennisDe topview of slab of basalt.
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KennisOf a honeycomb.
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KennisBut we’re talking about communication...
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Kennis
person
All communication starts with the person to whom you want to communicate with.
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Kennis
process
pers
on
Every person is somehow engaged in some kind of process in his of her professional life.
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Kennis
proc
ess
person
organization
This process is often triggered by the organization that this person works for or studies at. So process is the link between person and organization.
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Kennis
process
person
(online) channel
orga
niza
tion
The organization itself is using tools to communicate. In this story i’m focussing on the online tools.
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Kennis
process
pers
on
(onl
ine)
ch
anne
l
market
organization
The organization uses these tools - or parts of it - to tell (or to sell). Therefore, a tool is the link between the organization and the market.
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Kennis
proc
ess
person
contact
(online)
channel
mar
ket
organization
The market is connected with every person by some form of contact.
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action
desire
interest
attention
Kennis
person
process cont
act
(online) channel
market
orga
niza
tion
To illustrate a person i’ve used the well-known AIDA model.
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central
centraldecentral
decentral
free
Kennis
actio
nde
sire
inte
rest
atte
ntio
n
process
pers
on
(onl
ine)
ch
anne
l
organization
contact
market
The communication-process can be arranged as the AIDA model. Some parts are coordinated locally, but most of them are loosely controlled or even entirely free.
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corporate
business unit
department / group
individual staff
Kennis
cent
ral
cent
ral
dece
ntra
lde
cent
ral
free
actiondesire
interestattention
organization
proc
ess
person
contact
mar
ket
(online)
channel
An organization has multiple similarities with society, in which the person is situated in the core and the organization itself at the top.
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site
brand(landingpages)
communities
social media
Kennis
corp
orat
ebu
sine
ss u
nit
depa
rtm
ent /
gro
upin
divi
dual
sta
ff
action
desire
interest
attention
centralcentral
decentraldecentral
free
(online) channel
orga
niza
tion
person
process
cont
act
market
A website is no longer the only online tool. More and more communication conveys via social media and thus ‘ bottom-up’ .
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public
target group
longtail
personal
Kennis
site
bran
d(la
ndin
gpag
es)
com
mun
ities
soci
al m
edia
central
centraldecentral
decentral
free
actio
ndesi
reinte
rest
atte
ntio
n
corporatebusiness unit
department / group
individual staff
markt
(onl
ine)
cha
nnel
process
organizationpers
on
contact
Traditionally, the market was divided in the general public and the targets. Due to new media, personal contact and contact with, small, specific groups has really improved.
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one2many(broadcast)
one2few
few2few
one2one
Kennis
publ
icta
rget
gro
uplo
ngta
ilpe
rson
al
actiondesire
interest
attention
corporate
business unit
department / group
individual staff
cent
ral
cent
ral
dece
ntra
l
dece
ntra
l
free
site
brand
(landingpages)com
munities
social media
contact
mar
ket
organization
(online) channel
person
proc
ess
The contact between a person and the market is occasionally passive via broadcasting but sometimes via one to one contact, and every variety in between.
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Kennis
central
central
decentral
decentral
free
action
desire
interest
attention
one2
man
y(b
road
cast
)on
e2fe
wfe
w2f
ewon
e2on
e
site
brands (landingpages)
communities
social media
publictarget group
longtailpersonal
corp
orat
e
busi
ness
uni
t
depa
rtm
ent /
gro
up
indi
vidu
al s
taff
person
process
(online) channel
orga
niza
tion
cont
act
market
This sums up a diagram. Meet ‘el hexagon’.
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Kennis
centraal
central
decentral
decentral
free
action
desire
interest
attention
one2
man
y(b
road
cast
)on
e2fe
wfe
w2f
ewon
e2on
e
site
brands (landingpages)
communities
social media
publictarget group
longtailpersonal
corp
orat
e
busi
ness
uni
t
depa
rtm
ent /
gro
up
indi
vidu
al s
taff
person
process
(online) channel
orga
niza
tion
cont
act
market
traditionalcommunication
antique?
The core of ‘el hexagon’ illustrates the traditional communication method: corporate to the public.
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Kennis
attention
person
centralcentral
decentraldecentral
freeprocess
social media
(online) channel
corporate
business unit
department / group
individual staff
orga
niza
tion
one2
man
y(b
road
cast
)
one2
few
few
2few
one2
one
cont
act
public
target group
longtail
personal
market
moderncommunicationuser-generated
hype?
Once folded out: user-generated!
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KennisIn my opinion, the exploded hexagon is only temporary interesting. It is a hype.Too much attention to bottom-up. Not to say that buttom-up isn’t important!
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KennisThat is why i’ve been researching a new model. Back to ‘el hexagon’.
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KennisI‘ve noticed the necessity to look outside the model, in another direction.
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person contactprocess
organization market
(online) channel
Instead of looking in the same dimensions, a new dimension has been added; a third dimension.
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action one2manycentral
person contactprocess
organization market
(online) channel
The first stone resembles what has previously been the traditional communication principle.Note that this principle is still effective and efficient in many cases.
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action one2manycentral
desire one2fewcentral
decentral
person contactprocess
organization market
(online) channel
Wherever diversification is necessary, traditional communication already has many theories and models that can prove useful for targeted communication.
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action one2manycentral
desire one2fewcentral
decentral
interest few2fewdecentral
person contactprocess
organization market
(online) channel
The more modern stone in the diagram depicts the non-central communication focussing on the curious individual in few2few communication, often in the area of organized groups: the communities.
© T
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Kennis
action one2manycentral
desire one2fewcentral
decentral
interest few2fewdecentral
attentionone2onefree
person contactprocess
organization market
(online) channelThe stone at the bottom resembles the bottom-up communication: free, one2one and focussed on the curious individual. With this model the two bottom stones are more modern while the top stone is the classic method.
© T
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KennisDue to the difficulty of displaying 3D, i’ll return to the 2D view. However, keep the 3D visual in mind! In which all stones share the same degree of importance.
© T
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Kennis
centraal
central
decentral
decentral
free
action
desire
interest
attention
one2
man
y(b
road
cast
)on
e2fe
wfe
w2f
ewon
e2on
e
site
brands (landingpages)
communities
social media
publictarget group
longtailpersonal
corp
orat
e
busi
ness
uni
t
depa
rtm
ent /
gro
up
indi
vidu
al s
taff
person
process
(online) channel
orga
niza
tion
cont
act
market
top-downcommunication
So the core is no longer ‘old-fashioned’ traditional communication, but top-down communication in which the classic models can be used well.
© T
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IDEN
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Kennis
free
attention
one2
one
social media
personal
decentral
interest
few
2few
communities
longtail
centraal
decentraal
desire
one2
few
brands (landingpages)
doelgroepbu
sine
ss u
nit
depa
rtm
ent /
gro
up
indi
vidu
al s
taff
person
process
(online) channel
orga
niza
tion
cont
act
market
central
action
one2
man
y(b
road
cast
)
site
publicco
rpor
ate
targeted communication
The ring surrounding the core depicts the targeted communication - with differentiated communication; paramount for achieving the right target with the right tool.
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free
attention
one2
one
social media
personal
decentraal
interest
few
2few
communities
longtailde
part
men
t
indi
vidu
al s
taff
person
process
(online) channel
orga
niza
tion
cont
act
market
central
central
decentral
action
desire
one2
man
y(b
road
cast
)on
e2fe
w
site
brands (landingpages)
publictarget group
corp
orat
e
busi
ness
uni
t
community communication
To me, the emerging groups - the communities - are most interesting. Reach these groups via leading edge users and managing consists of massaging, networking and the managing the flow of the communication.
© T
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Kennis
vrij
attention
one2
one
social media
personal
central
central
decentral
decentral
action
desire
intereston
e2m
any
(bro
adca
st)
one2
few
few
2few
site
brands (landingpages)
communities
publictarget group
longtail
corp
orat
e
busi
ness
uni
t
depa
rtm
ent /
gro
up
person
process
(online) channel
orga
niza
tion
cont
act
market
bottum-up communication
The hip outer ring belongs to the bottom-up communication. Very interesting and definitely here to stay, though too much of a hype right now. There’s more than one route to Rome.
© T
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KennisSo that’s ‘el hexagon’.
© T
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IDEN
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KennisSo that’s ‘el hexagon’.
© T
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KennisSo that’s ‘el hexagon’.
© T
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KennisAnd that’s the whole point.
© T
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IDEN
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end2009 Total Active MediaMartijn Arts
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