Business Technology Communication in English 2008 Kagoshima University

Welcome! ¡ ¡ ¡ Hello! Hi. Welcome back. Greetings and felicitations Good afternoon ladies and gentleman Nice to see you. How are you doing? What’s up? Hey you! Yo! Kagoshima University © 2008, Jay A. Smith 2

Today’s Class Course Objectives ¡ Class Schedule & Activities ¡ Self-Introductions ¡ Evaluation Exercise

Course Objectives ¡ Improved understanding and use of English business/tech. communications l ¡ Increase self-confidence & comfort business and technology communications in English Build practical skills in: l l l Reading, listening & understanding Speaking, writing & presenting Informing, explaining & convincing Kagoshima University © 2008, Jay A. Smith 4

Effective Communication Affects All Aspects of Business (Especially of Venture Businesses) ¡ Internal Communications l l l ¡ Working together (meetings, conversations…) Presenting Understanding Decision-making Motivating Human Resources External Communications l l Marketing Advertising Public Relations Finance & Investor Relations Kagoshima University © 2008, Jay A. Smith 5

Class Schedule (subject to change) 5/28 6/4 6/11 6/18 6/25 7/2 7/9 7/16 (水)12: 50 -14: 20 (水)12: 50 -14: 20 ① ② ③ ④ ⑤ ⑥ ⑦ ⑧ Intro/ Self-Introductions Getting Your Point Across Casual Business Conversations Understanding Business News PR & Marketing Communication Elevator Pitches Technical Writing & Presentations Public Speaking ? [10/1](水)12: 50 -14: 20 ⑨ Working with New Media 10/8 (水)12: 50 -14: 20 ⑩ 10/22(水)12: 50 -14: 20 ⑪ 10/29(水)12: 50 -14: 20 ⑫ Formal Business Communication Business/Tech Project Plan Case Study Initial Presentation & Pitches 11/19(水)12: 50 -14: 20 ⑬ 11/26(水)12: 50 -14: 20 ⑭ 12/3 (水)12: 50 -14: 20 ⑮ Business/Tech Project Plan Workshop Final Plan Presentation 12/16(水) Office Hour: Ｔｕｅｓ： 13: 30 -15: 00 VBL 2 F Kagoshima University Final Report 電話 285 -3630 btce 2008@bizsmith. com © 2008, Jay A. Smith 6

Venture Business English assets 資産 sales channel 販売ルート liabilities 責任 product プロダクト／製品 sales 販売 market 市場 marketing マーケティング application 適用 market segmentation 市場細分化 capital 重要 finance 財政／財務 idea 考え accounting 会計 control 管制 entrepreneur 起業家 administrator 管理者 stock 株 industry 企業 investor 投資家 competitor 競争相手 business model ビジネスモデル sustainable 支持できる strategy 戦略 competitive advantage 競争優位 financial analysis 財務分析 substitute product 代替製品 pro-forma 形式上 taxes 税 cash flow 現金流動 economics 経済学 innovation 革新／変革 anticipation 予想 customer 顧客 adaptation 適応 distributor ディストリビューター momentum 運動量 Kagoshima supplier University © 製造者／提供者 2008, Jay A. Smith synthesize 総合する 7

Self Introductions < 1 minute in ENGLISH ¡ Introduce yourself to the class ¡

Jay Andrew Smith (45) ¡ ¡ ¡ ¡ 1963 1985 1989 1990 1992 1998 l l ¡ Born in New Jersey, USA Rutgers Univ. (Economics経済学, Physics 物理学) Harvard Business School (MBA 1989) Moved to Tokyo (Nikkei 39, 000） Management Consultant (NY, NJ, Tokyo) Venture Business (IT, Internet, email) Investment Banker (SF, LA, SV, NY, LV) Raised $400, 000 for clients - IPOs, Private, M&A Co-founder Jefferies Venture Capital Group 2004 Kagoshima University l Visiting Professor >2005 Associate Professor Kagoshima University © 2008, Jay A. Smith 9

Jay Andrew Smith (young < J < old) ¡ I am a U. S. born l l l ¡ With over 18 years of experience including l l ¡ Educator, Advisor, Entrepreneur Working internationally (12 years in Japan) Helping companies, organizations, and people grow Venture management (internet startup in Tokyo) Management consulting (global companies: Ricoh, Dupont) Investment banking (Jeffries & Co. Raised $400, 000) University teaching Currently Assoc. Prof Teaching Venture Business courses at Kagoshima University in a program endowed by Kyocera Corporation & KDDI founder, Kazuo Inamori Kagoshima University © 2008, Jay A. Smith 10

Self Introductions < 1 minute in ENGLISH ¡ Introduce yourself to the class ¡ ¡ In a way that will be helpful for you and others to work with you to get the most out of this class Kagoshima University © 2008, Jay A. Smith 11

Communications Strategy ¡ ¡ ¡ Why - What is your objective/goal? Who – Who is your audience? What –What do you want them to know? How – Approach, Tone, Format When – Time, how long, how often Where – Location, mode (online, real) SO? - Did it make a difference? Kagoshima University © 2008, Jay A. Smith 12

Evaluation Reading & Understanding ¡ Listening & Understanding ¡ Writing & Informing/Convincing ¡ Speaking

Evaluation – Reading & Understanding Japan Times Kagoshima University © 2008, Jay A. Smith

Evaluation – Listening & Understanding Japan Times Kagoshima University © 2008, Jay A. Smith

Evaluation – Writing & Informing/Convincing Explain how to ride a bicycle in 100 words

Homework ¡ Writing: l ¡ Doing: l ¡ Personal Business Card Creation Reading: l l ¡ Answer Mary Oliver’s question in <500 words Kazuo Inamori: Passion For Success xi, 4 -7 21_21 Design Sight 9 -14 Watching (video. google or youtube. com) : l l Charlie Rose www. charlierose. com Inside the Actors Studio Email to: btce 2008@bizsmith. com by 6/3 Kagoshima University © 2008, Jay A. Smith 18

Big Question #1 What is it you plan to do with your one wild

Homework Assignment ¡ Design your own personal business card “Life Meishi” My Business Card Kagoshima University 1. Your Name (as you want it) - Nickname (optional) 2. Title (life position) 3. Purpose statement 4. Ideal living place(s) 5. Identifying email address 6. Anything else important - Logo - Website - Business Name - Cool Phone Number © 2008, Jay A. Smith 20

Homework Assignment ¡ Design your own personal business card SAMPLE Jay Andrew Smith International Educator Promoting Growth And Understanding Around the World New York + San Francisco + Chiran + Brugge jay@soulproprietor. us Kagoshima University © 2008, Jay A. Smith 21

Suggested Resources ¡ www. venturesmith. us WWW l l l l l l Kagoshima University International Association of Business Communicators www. iabc. com Inc. Magazine www. inc. com Business 2. 0 Magazine www. business 2. com Silicon Valley News www. siliconvalley. com USA Today newspaper www. usatoday. com Japan Times newspaper www. japantimes. co. jp New York Times newspaper www. nytimes. com Wall Street Journal newspaper www. wsj. com Wall Street Journal’s Venture Website www. startupjournal. com Economist Magazine (UK) www. economist. com Bloomberg financial news www. bloomberg. com CNN www. cnn. com MSNBC www. msnbc. com National Public Radio www. npr. org Comic strips www. gocomics. com Youtube www. youtube. com Google video. google. com Berkeley Center for Entrepreneurship & Technology cet. berkeley. edu/Teaching/Lecture. Series. html www. answers. com www. worldlingo. com www. ieee. org www. acm. org © 2008, Jay A. Smith 22

www. Making. Meaning. Org 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Accomplishment Beauty Community Creation Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Kagoshima University © 2008, Jay A. Smith 23

Movies/DVDs (American/British movies with English subtitles) ¡ ¡ ¡ Pay It Forward (Kevin Spacey) Big Kahuna (ビッグ・チャンス)(Kevin Spacey) Glengarry Glenn Ross (Kevin Spacey) Being There (チャンス) (Peter Sellers) Wall Street (Michael Douglas) World According to Garp (Robin Williams) Kagoshima University © 2008, Jay A. Smith 24

Class 2 Getting Your Point Across Getting your point across Communication does not occur

Evaluation Results - Challenges Reading ¡ Writing ¡ Listening to native at native speed

Evaluation Results - Challenges ¡ Listening to native at native speed l l Speakers vs. listeners (Related to blood type? ) ¡ http: //esl. about. com/od/englishlistening/English_Listening_Skills_and_Acti vities. Effective_Listening_Practice. htm ¡ Text-to-speech website http: //free-translator. imtranslator. net/speech. asp ¡ DVD listening, first with ENGLISH subtitles ¡ Music listening with lyrics, karaoke l www. lyricsfreak. com Kagoshima University © 2008, Jay A. Smith 27

Speaking: How to get your point across in 30 seconds or less – Milo

Objective - Why What is your goal for the communication? ¡ Just ONE objective at a time ¡ l ¡ 5 minutes = 10 x 30 seconds Is it clear to you? l You don’t always have to state it to the listener Kagoshima University © 2008, Jay A. Smith 29

Listener – Whom With whom will you communicate? ¡ Is it the right person? ¡ l the one who can get it done What is the person’s background, what are his/her objectives/role? ¡ What motivates this person, what is important to him/her? ¡ Kagoshima University © 2008, Jay A. Smith 30

Approach – Key Point / Persuading Idea ¡ Single idea or sentence that will lead to your objective l l l Supports your objective Gives focus to your conversation Considers needs of your listener Kagoshima University © 2008, Jay A. Smith 31

Hook – Attention Getter ¡ Used to get attention l l ¡ Headline or catch-phrase Most unique, interesting part of your subject Supports your objective Examples: l l “What not to do in bed” (pg. 47) “Extinction is forever” Kagoshima University © 2008, Jay A. Smith 32

Promotion How we communicate about our company and our products to our customers and

Promotion - Advertising Kagoshima University © 2008, Jay A. Smith 34

Promotion Message Strategy Kagoshima University © 2008, Jay A. Smith 35

Humor to make a point Kagoshima University © 2008, Jay A. Smith 36

Subject ¡ Main content l Who, what, where, when, why & how Explains and

Ask for it – The Close ¡ Call to action or reaction l l ¡ Action: ask directly to agree/act on next step Reaction: “soft-sell” - no specific request made…listener moves on his/her own based on motivation from conversation Movie: Glengarry Glen Ross l “Always Be Closing” Kagoshima University © 2008, Jay A. Smith 38

Homework ¡ Writing: 80 words or less l ¡ You should (or should not) support nuclear power because… (send by email by 6/10) Reading: l l Handouts: economist. com Websites: about. com ¡ ¡ Speaking l l ¡ http: //esl. about. com/od/englishlistening/English_Listening_Skills_and_Activit ies. Effective_Listening_Practice. htm Read articles/editorials/letters to the out loud Voice recorder Bring 20 copies of your life meishi Kagoshima University © 2008, Jay A. Smith 39

Evaluation – Speaking & Informing/Convincing Why is 2008 better 2008 or worse than …? 2000 1980 1950 1900 1800 Overall Population Transportation Communication Education Entertainment Manufacturing Kagoshima University © 2008, Jay A. Smith 40

“The Stone Age didn’t end because they ran out of stones. ” 石器時代はそれらが石を使い果たしたので終わらなかった -------Analog Age------------------- Digital Age control Bio Gene Age organic energy transfer material Stone Age Bronze Age -2000 -4000 energy Electrical Electronic Quantum Age? Age Mechanical Age Animal Power • 動物 • 人間 Solar Power • sun • wind • plants • fire Kagoshima University Plastics Age 0 Nano Age? 1800 1900 2000 Oil Power network Nuclear Power Solar Power? Wired -> Wireless 41 speed of change is accelerating © 2008, Jay A. Smith

Class 3 Casual Business Conversations Kagoshima University © 2008, Jay A. Smith 42

For/Against Nuclear Power I think that we should not support nuclear power. because nuclear power is militarily used as unclear weapons. But then, it (atomic energy) is peacefully used as nuclear plants, and represents more than 30% of amount of powers. There are many problems about nuclear power, for example, economic sanctions, security of energy and military, environmental and resources problem and so on. Especially, nuclear power as nuclear weapons has risk of life. For all the people live peacefully, should not we have and made nuclear power? Kagoshima University © 2008, Jay A. Smith 43

For/Against Nuclear Power I think that we should not support nuclear power. ¡ Because nuclear power is militarily used as unclear weapons. ¡ But then, it (atomic energy) is peacefully used as nuclear plants, and represents more than 30% of amount of powers. ¡ There are many problems about nuclear power, for example, economic sanctions, security of energy and military, environmental and resources problem and so on. ¡ Especially, nuclear power as nuclear weapons has risk of life. ¡ For all the people live peacefully, should not we have and made nuclear power? Kagoshima University © 2008, Jay A. Smith 44

For/Against Nuclear Power I think we should use nuclear power because we use too much fossil fuels. ¡ ¡ ¡ Actually nuclear power has some problems with the way of generating. For example, it generates ultra violet and it's difficult to treat a radioactive substance. In this respect, we must not forget the nuclear power is dangerous. But if we use it correctly, it will help us solve some problems about generating electric power. Kagoshima University © 2008, Jay A. Smith 45

For/Against Nuclear Power I think we should use nuclear power because we use too much fossil fuels. ¡ It is true that nuclear power has some dangers because of radioactive substances involved. ¡ However if we use it correctly, it will help us solve some problems about generating electric power. Unanswered/unstated questions/issues/assumptions: ¡ ¡ Are there other power options beyond nuclear and fossil? Can we be sure to use it correctly/safely? Kagoshima University © 2008, Jay A. Smith 46

For/Against Nuclear Power I think we should support peaceful uses of atomic energy. There are two reasons. First, It is necessary to supply a clean, safe energy to all the people on the earth for the sustainable future. The supply of energy that relies on the fossil fuel has brought us the crisis of the oil dryness and the crisis of the environment. Next, It is understood that the nuclear power energy is safe if neatly operated. However, the risk of nuclear proliferation and the nuclear terrorism increases at the same time as expanding the use of the nuclear power energy. So, I think that the appeal to controls military use is our duty. I am man in peaceful city Nagasaki. Kagoshima University © 2008, Jay A. Smith 47

For/Against Nuclear Power I think we should support peaceful uses of atomic energy. ¡ There are two reasons. ¡ l First, It is necessary to supply a clean, safe energy to all the people on the earth for the sustainable future. The supply of energy that relies on the fossil fuel has brought us the crisis of the oil dryness and the crisis of the environment. l Next, It is understood that the nuclear power energy is safe if neatly operated. However, the risk of nuclear proliferation and the nuclear terrorism increases at the same time as expanding the use of the nuclear power energy. l ¡ So, I think that the appeal to controls military use is our duty. I am man in peaceful city Nagasaki. Kagoshima University © 2008, Jay A. Smith 48

Nuclear Power, Climate Change ¡ Democrats on Nuclear Power l ¡ http: //jp. youtube. com/watch? v=Tj. Dmy. To. TYBE Climate Change l l Sir David Attenborough http: //uk. youtube. com/watch? v=S 9 ob 9 Wdb. Xx 0& feature=related What’s the Worst that can happen? http: //uk. youtube. com/watch? v=z. ORv 8 wwiad Q&feature=related ¡ Pascal’s Wager Kagoshima University © 2008, Jay A. Smith 49

Kagoshima University © 2008, Jay A. Smith 50

Kagoshima University © 2008, Jay A. Smith 51

Kagoshima University © 2008, Jay A. Smith 52

Kagoshima University © 2008, Jay A. Smith 53

Pyramid Principle (by Barbara Minto) ¡ Pyramid based on inductive and/or deductive thinking ¡ SCQ(A) Framework l l l ¡ Benefits: l l l Kagoshima University Situation Complication Question (Answer) © 2008, Jay A. Smith Comprehensive Clear Concise 54

Casual Business Conversations ¡ Chatting – Small talk ¡ Discussing Brainstorming ¡ ¡ ¡ Informing Explaining Persuading/Convincing Debating/Arguing l “Playing devil’s advocate” Kagoshima University © 2008, Jay A. Smith 55

Casual Business Conversations ¡ Chatting – Small talk Office Discussion ¡ Discussing Brainstorming Pay (It) Forward Whose Line Prop Ideas Informing Explaining Who's On First ¡ ¡ ¡ Persuading/Convincing Debating/Arguing l “Playing devil’s advocate” Kagoshima University Job Interview 7 x 13 = 28 (Business) Argument Clinic © 2008, Jay A. Smith 56

Conversations & Comic Strips Non Sequitur 10/2/2007 • Dialogue, discussion, argument • Sarcasm/structure Kagoshima University © 2008, Jay A. Smith www. gocomics. com www. snoopy. com www. dilbert. com www. doonesbury. com 57

Small Talk - Conversation Starters ¡ What do you do? ¡ What are you

Interviews – on Youtube ¡ Famous U. S. Interview Shows: l l l ¡ Inside the Actors Studio movie stars Tonight Show famous people 60 Minutes famous news interviews Larry King Live famous people Chris Matthews – Hardball politicians Other interviews: l l l Bill Gates & Steve Jobs together Stephen Hawking Interviews David Frost and Richard Nixon Dick Cavett Interviews John Lennon and Yoko Ono Seiji Ozawa and Herbert von Karajan Kagoshima University © 2008, Jay A. Smith 59

Youtube Clips ¡ Classic Information Conversation l l ¡ Classic Convincing Conversation l l ¡ Abbott & Costello Who's On First Monty Python Ministry of S. W. Interview Abbott & Costello 7 x 13 = 28 (Navy) Abbott & Costello 7 x 13 = 28 (Business) Classic Argument l l Monty Python Argument Clinic Monty Python Pet Store - Dead Parrot Kagoshima University © 2008, Jay A. Smith 60

U. S. News Websites www. nbcnews. com ¡ www. cbsnews. com ¡ www. abcnews.

Homework ¡ Homework requests: l l Put your Name/Task in the File. Name (Tanaka-Oliver. doc) Put the word “homework” in email subject: ¡ ¡ Subject: BTCE homework 6/11 Writing: (for next Wednesday) l l What did you do this week (week of 6/9 -6/15)? What did you accomplish this week? (week of 6/9 -6/15)? ¡ Listening: practice listening from youtube, DVDs, other links ¡ Readings: l l ¡ gocomics. com…find a favorite U. S. comic strip Read answer Business Vocabulary questions: 1. 1, 1. 2, 1. 3, 2. 1, 2. 2 Speaking: l Call me and either talk to me or leave voicemail for 30 -60 seconds about something interesting you did this week. cellphone: 080 -5095 -8777 Kagoshima University © 2008, Jay A. Smith 63

Brain Relaxation Exercise ¡ First person says category Throws the ball Catcher has to say item quickly Throws the ball to anyone Can’t repeat Can’t lose rhythm If misses timing or repeats…start new topic ¡ IN ENGLISH ¡ ¡ ¡ ¡ Kagoshima University © 2008, Jay A. Smith 64

Class 4 Understanding Business News Kagoshima University © 2008, Jay A. Smith 65

Prior Homework ¡ Writing: (for next Wednesday) l l What did you do this week (week of 6/9 -6/15)? What did you accomplish this week? (week of 6/9 -6/15)? ¡ Listening: practice listening from youtube, DVDs, other links ¡ Readings: l l ¡ gocomics. com…find a favorite U. S. comic strip Read answer Business Vocabulary questions: 1. 1, 1. 2, 1. 3, 2. 1, 2. 2 Speaking: l Call me and either talk to me or leave voicemail for 30 -60 seconds about something interesting you did this week. cellphone: 080 -5095 -8777 Kagoshima University © 2008, Jay A. Smith 66

What did you do this week? I performed an experiment and study of the superconductor at a university from 9 th to 13 th. Unfortunately I caught a cold from 14 th to 15 th, and it was not possible to like oneself on the weekend. However, I enjoyed to see an American drama(prison break) while I caught a cold. I want to enjoy study and entertainment this week. I performed an experiment studying a superconductor at the university from the 9 th to 13 th. Unfortunately I caught a cold from the 14 th to 15 th, and it was not possible to enjoy myself on the weekend. However, I enjoyed watching an American drama (Prison Break) while I had a cold. I want to enjoy studying and entertainment this week. Kagoshima University © 2008, Jay A. Smith 67

What did you accomplish this week? I acquired taking a picture with the single lens reflex camera. I took the photograph with the single lens reflex camera for the first time learning from the friend last Saturday night. Up to now, I had taken the photograph only with the digital camera. So the manual operation was difficult for me. In the adjustment of diaphragm and the white balance, the same subject reflected in various situations. That was very interesting! We kept taking small articles in the laboratory, the friend and the night view it rained. Time was forgotten and it took a picture until the morning. The next day I overslept. . . Kagoshima University © 2008, Jay A. Smith 68

What did you accomplish this week? I accomplished acquired taking a picture with a single lens reflex camera. I took a photograph with a single lens reflex camera for the first time learning from a friend last Saturday night. Up to now, I had taken the photograph only with a digital camera. So the manual operation was difficult for me. By adjustment of the diaphragm and the white balance, the same subject (reflected) various (situations. ) That was very interesting! We kept taking pictures of small articles in the laboratory, and my friend and the night view as it rained. Time was forgotten and we took pictures until the morning. The next day I overslept. . . Kagoshima University © 2008, Jay A. Smith 69

What did you do this Week? Last week, I was listening to music chiefly when I was in my home. Using youtube, I was anxious about one music. So I bought music CD about this music using Amazon. co. jp. I had used this shop several time up to now. But this time, I changed how to pay price. So far, I had paid with price substitution. Last week, I tried to paying in convenience store, when I used Amazon. After ordering music CD, I get E-mail from Amazon. And in this mail, order ID was written. I forward this mail to my cell phone, and went to Family Mart near my home. In Family Mart, I input order number to Fami-Port, and I get order seat from this. After this, going to cash register, I paid money of order of music CD. I think it is very easy thing. But when we do something first time, we may be puzzled. So I think this experience is precious. And I studied about new social mechanism. Kagoshima University © 2008, Jay A. Smith 70

What did you do this Week? Last week, I was listening to music (chiefly) when I was (in my) home. Using youtube, I was (anxious) about one song(music. ) So I bought the music CD about this music using Amazon. co. jp. I had used this shop several times. up to now. But this time, I changed how to pay. price. So far, I had paid with price (substitution). Last week, I tried to paying in convenience store, when I used Amazon. After ordering themusic CD, I got an E-mail from Amazon. And in this mail, the order ID was written. I forward this mail to my cell phone, and went to a/the Family Mart near my home. At Family Mart, I input the order number to Fami-Port, and I got an order sheet. from this. After this, I went to the cash register and paid money for the CD. I think it is a very easy thing. But when we do something for the first time, we may be puzzled. So I think this experience is (precious. ) And I learned (studied) about a new social mechanism. Kagoshima University © 2008, Jay A. Smith 71

Work & Jobs Handout Preposition choices ¡ Verb Tense ¡ Verbals ¡ l l Gerunds (verb as noun) Participles (verb as adjective) http: //owl. english. purdue. edu/owl/printable/627/ ¡ Comprehension Kagoshima University © 2008, Jay A. Smith 72

Business News & Information ¡ News and/or Information ¡ Sources Channel Audience ¡ ¡

Sources – each has its own goal ¡ Media l ¡ Company l ¡ ¡ ¡ TV, Newspaper, Magazine, Radio, Internet Press releases, brochures, website, reports Other Companies Employees (current, former, union) Customers Government Investors, industry analysts, experts Kagoshima University © 2008, Jay A. Smith 74

Company-Based Sources Brochure ¡ Website ¡ Product literature, packaging ¡ Advertisements (tv, magazine, web) ¡ Press releases (news releases) ¡ Public events ¡ Financial reports ¡ Kagoshima University © 2008, Jay A. Smith 75

Media ¡ Print l l ¡ Broadcast l l ¡ Newspaper Magazines/Journals TV Radio

Print Media Medium Japan U. S. U. K. National Newspaper Yomiuri, Asahi, Mainichi New York Times, Washington Post, USA Today The Times, Guardian, Independent Financial Newspaper Nihon Keizai Nikkan Kogyo Wall Street Journal Financial Times Regional Newspaper Minami Nihon Shimbun New York Post, Chicago Sun-Times, Ballymoney & Moyle Times (800 local papers) Sensational/ Sports Papers Nikkan Sports National Enquirer Newswire Kyodo Tsushin AP, Bloomberg, Knight-Ridder Reuters AFP (France) Business. Week, Forbes, Barrons Economist Business Magazine Trade Papers Kagoshima University & Magazines President ? Nikkei BP New Orleans Times-Picayune Women’s Wear Daily のじ Weekly ? Variety 築地 ©Ｄａｉｌｙ 2008, Ｎｅｗｓ Jay A. Smith 77

“The Internet Changes Everything” ¡ Company l Websites (homepages) ¡ Informational l ¡ ¡ ¡ Transactional Email Blogs (fake steve jobs) Industry/Association Media (news cycle) Consumer l l l ¡ Emergency (eg. : UCSD. edu) Wikipedia My. yahoo Search engines Government Kagoshima University © 2008, Jay A. Smith 78

Suggested Resources ¡ www. eigosmith. info WWW l l l l l Kagoshima University International Association of Business Communicators www. iabc. com Inc. Magazine www. inc. com Business 2. 0 Magazine www. business 2. com Silicon Valley News www. siliconvalley. com Economist Magazine (UK) www. economist. com USA Today newspaper www. usatoday. com Japan Times newspaper www. japantimes. co. jp New York Times newspaper www. nytimes. com Wall Street Journal newspaper www. wsj. com Wall Street Journal’s Venture Website www. startupjournal. com Nihon Keizai Shimbun www. nikkei. co. jp Bloomberg financial news www. bloomberg. com Kyodo Tsushin www. kyodo. co. jp AP News www. ap. org Reuters www. reuters. com CNN www. cnn. com MSNBC www. msnbc. com National Public Radio www. npr. org www. ieee. org www. acm. org My. yahoo. com © 2008, Jay A. Smith 79

News Story Format Headline: “Students Learn English” ¡ Lead: 1 -2 sentences of key points ¡ Body: 5 Ws & H, sometimes So? ¡ l Most important l Least important Kagoshima University © 2008, Jay A. Smith 81

News Style “Inverse Pyramid” ¡ Chronological: ¡ A faculty meeting was held on Monday in Room 10 -250 at 3: 00. There were about 150 people in attendance. The meeting opened with a welcome by Professor John Doe. Professor Jane Smith then read the minutes of the May meeting. Following that, President Charles Vest announced that all MIT employees will receive a new car on reaching their 20 th anniversary of employment. 'Inverse pyramid' (preferable): All MIT employees will receive a new car on reaching their 20 th anniversary of employment, President Charles Vest told a startled faculty on Monday. Vest made the surprise announcement in the middle of the faculty meeting in Room 10 -250. Overview & Highlights http: //web. mit. edu/newsoffice/write-news. html Kagoshima University © 2008, Jay A. Smith 82

Homework ¡ Writing: (for next Wednesday) l Write a short news story about a recent event in Japan. ¡ ¡ ¡ l l www. cbsnews. com www. npr. org www. economist. com Readings: l ¡ http: //web. mit. edu/newsoffice/write-news. html Watching/Listening: l ¡ Headline – Lead – Body structure Read Kikkoman & Judge/Jury news articles from Nikkei Weekly Speaking: l Call a friend and either talk to me or leave voicemail for 30 -60 seconds about something newsworthy you did this week. Kagoshima University © 2008, Jay A. Smith 83

Class 5 Advertising, PR (Public Relations) & Marketing Communications Kagoshima University © 2008, Jay

Past Homework ¡ Writing: (for next Wednesday) l Write a short news story about a recent event in Japan. ¡ ¡ ¡ l l www. cbsnews. com www. npr. org www. economist. com Readings: l ¡ http: //web. mit. edu/newsoffice/write-news. html Watching/Listening: l ¡ Headline – Lead – Body structure Read Kikkoman & Judge/Jury news articles from Nikkei Weekly Speaking: l Call a friend and either talk to me or leave voicemail for 30 -60 seconds about something newsworthy you did this week. Kagoshima University © 2008, Jay A. Smith 85

Part of “Marketing Mix” (4 Ps) ¡ ¡ Product (what do we make) Place (where do we sell it) Price (how much we sell it for) Promotion (how we communicate about it/us) Kagoshima University © 2008, Jay A. Smith 87

Promotion ¡ Advertising l Push (direct mail, email) ¡ l Is each customer readily identifiable? Pull (TV, radio, poster, newspaper, some banner ad) ¡ Can’t readily identify individual customers Internet can be push or pull l Chirashi? Public Relations (target: media, customers…) Investor Relations (target: investors, business media) l ¡ ¡ Kagoshima University © 2008, Jay A. Smith 88

Promotion - Advertising Kagoshima University © 2008, Jay A. Smith 89

Product Positioning Advertisement Kagoshima University © 2008, Jay A. Smith 90

Promotion & Market Segmentation Promotion Media Direct Mail Taro Tanaka Overweight, Athletic, Beer-Drinking Men, Who care about their figure Overweight, Athletic, Beer-Drinking Men Overweight Athletic Men Overweight Men Kagoshima University Men People © 2008, Jay A. Smith Fitness Magazine Targeted Poster Football Broadcast Train Poster Night TV TV 91

Sales/Buying Cycle Awareness => Interest => Trial => Purchase => Repurchase Hear About Curious Try Buy Use Again This Exists Educate Test Use it Keep Buying Kagoshima University © 2008, Jay A. Smith 92

Industry/Market Life-Cycle SALES Awareness Interest Trial Purchase Repurchase Emerging Kagoshima University Growing TIME Maturing

Emerging Industry ¡ ¡ ¡ ¡ ¡ New market Unproven Little market info Future uncertain First-time buyers Know-how developing Technology changing “Rules” not set Structure unsettled Kagoshima University © 2008, Jay A. Smith 94

Technology Adoption Life Cycle Financial Services Academics Tech. Fans Innovators Early Adopters Main Market Early Majority Late Majority Laggards Time Examples- Internet Kagoshima University Geoffrey Moore, Crossing the Chasm © 2008, Jay A. Smith 95

Public Relations (PR) ¡ ¡ Brands are created by PR, not by advertising Why PR: l l ¡ ¡ Faster (broader reach) Cheaper (Nikkei ad/article) Word of mouth / Buzz Outside “expert, approver” IPO as PR event Advertising used to maintain brands Kagoshima University © 2008, Jay A. Smith 96

Advertising vs. PR Advertising ¡ Paid Placement ¡ Guaranteed placement ¡ Creative and content control ¡ Viewed as ad/selling ¡ Longer life Kagoshima University Public Relations ¡ Free Placement ¡ Uncertain coverage ¡ Little/no control over final content ¡ Viewed as information ¡ Short life (newsy) © 2008, Jay A. Smith 97

PR Tools Press Release / News Release ¡ Press Kits (backgrounders) ¡ Press Conferences ¡ Presentations & Speeches ¡ Public Appearances ¡ Public, Private Events / Sponsorships ¡ Kagoshima University © 2008, Jay A. Smith 98

The Press Release Written by company or its PR firm ¡ Distributed to media (and internet) ¡ Goals: ¡ l l l get media to create news story about it help “manage” company information legal requirements for public company Kagoshima University © 2008, Jay A. Smith 99

Contact Info Event Info Product Info Quote Company Info Kagoshima University © 2008, Jay

Press Releases Yahoo Press Releases http: //yhoo. client. shareholder. com/press/releases. cf m Google alternative http: //news. yahoo. com/s/ap/20071127/ap_on_hi_te/g energy press oogle_green_power_6; _ylt=As. BR 91 dt. TCBHS 4 Qtm. Os release ico. AE 1 v. AI Press release newswire service Kagoshima University http: //www. prnewswire. com/ © 2008, Jay A. Smith 101

Local Community Targeted Public Relations Activity/Event Kagoshima University © 2008, Jay A. Smith 102

Media Focused Public Relations Event Kagoshima University © 2008, Jay A. Smith 103

Kagoshima University © 2008, Jay A. Smith 104

Kagoshima University © 2008, Jay A. Smith 105

Kagoshima University © 2008, Jay A. Smith 106

Kagoshima University © 2008, Jay A. Smith 107

Kagoshima University © 2008, Jay A. Smith 108

Kagoshima University © 2008, Jay A. Smith 109

Kagoshima University © 2008, Jay A. Smith 110

Kagoshima University © 2008, Jay A. Smith 111

Media Relations ¡ Typical: PR or Communications Dept. l l ¡ Works best if: l l ¡ ¡ Centralized person/group for all media Works with others in company Close relationship with CEO and good working relationship with management team Good relationship with the press (media) Good News & Bad News Crisis Management (worst news) Kagoshima University © 2008, Jay A. Smith 112

Crisis Management When bad news happens ¡ Talk to EVERYONE involved at company ¡ Get the truth out to the public l l l ¡ ¡ ¡ Frame response/strategy Talking points NO SPIN Internal announcement Work the story Begin rebuilding Kagoshima University © 2008, Jay A. Smith 113

Homework ¡ Writing: (for next Wednesday) l ¡ Watching/Listening/Reading: l l l l ¡ Take your news story topic, write a press release as if you were the company or organization involved in the event or product discusses. www. Manage. Your. Writing. com http: //advertising. about. com/od/smallbusinesscampaigns/u/smallbu siness. htm www. prnewswire. com www. ketchum. com www. infocomgroup. com/ME 2/Default. asp (PR Professionals) www. prwatch. org Speaking: l Marketing Tounge Twister: “She sells seashells by the seashore” Kagoshima University © 2008, Jay A. Smith 114

Class 6 Professional Writing Kagoshima University © 2008, Jay A. Smith 115

Class Schedule (subject to change) 5/28 6/4 6/11 6/18 6/25 (水)12: 50 -14: 20 (水)12: 50 -14: 20 ① ② ③ ④ ⑤ 7/2 (水)12: 50 -14: 20 ⑥ 7/9 (水)12: 50 -14: 20 ⑦ 7/16 (水)12: 50 -14: 20 ⑧ Intro/ Self-Introductions Getting Your Point Across Casual Business Conversations Understanding Business News PR & Marketing Communication Elevator Pitches Technical Writing & Presentations Public Speaking [10/1](水)12: 50 -14: 20 ⑨ Working with New Media 10/8 (水)12: 50 -14: 20 ⑩ 10/22(水)12: 50 -14: 20 ⑪ 10/29(水)12: 50 -14: 20 ⑫ Formal Business Communication Business/Tech Project Plan Case Study Initial Presentation & Pitches 11/19(水)12: 50 -14: 20 ⑬ 11/26(水)12: 50 -14: 20 ⑭ 12/3 (水)12: 50 -14: 20 ⑮ Business/Tech Project Plan Workshop Final Plan Presentation 12/16(水) Office Hour: Ｔｕｅｓ： 13: 30 -15: 00 VBL 2 F Kagoshima University Final Report 電話 285 -3630 btce 2008@bizsmith. com © 2008, Jay A. Smith 116

Class Schedule (subject to change) 5/28 6/4 6/11 6/18 6/25 (水)12: 50 -14: 20 (水)12: 50 -14: 20 ① ② ③ ④ ⑤ 7/2 (水)12: 50 -14: 20 ⑥ 7/9 (水)12: 50 -14: 20 ⑦ 7/16 (水)12: 50 -14: 20 ⑧ Intro/ Self-Introductions Getting Your Point Across Casual Business Conversations Understanding Business News PR & Marketing Communication Professional Correspondence Science & Technology Writing Working With New Media [10/1](水)12: 50 -14: 20 ⑨ Public Speaking 10/8 (水)12: 50 -14: 20 ⑨ Public Speaking 10/15(水)12: 50 -14: 20 ⑩ Elevator Pitches 10/29(水)12: 50 -14: 20 ⑪ 11/5 (水)12: 50 -14: 20 ⑫ Business/Tech Project Plan Case Study Initial Presentation 11/19(水)12: 50 -14: 20 ⑬ 11/26(水)12: 50 -14: 20 ⑭ 12/3 (水)12: 50 -14: 20 ⑮ Business/Tech Project Plan Workshop Final Plan Presentation (continued) 12/5? Cocktail Party Exercise Office Hour: 12/11(木) Ｔｕｅｓ： 13: 30 -15: 00 VBL 2 F Kagoshima University Final Report 電話 285 -3630 Due btce 2008@bizsmith. com © 2008, Jay A. Smith 117

Kagoshima University © 2008, Jay A. Smith 120

Kagoshima University © 2008, Jay A. Smith 121

Purpose of Business Writing Convey information ¡ Deliver good or bad news ¡ Explain of justify actions taken ¡ Influence reader to take action ¡ Direct action ¡ Kagoshima University © 2008, Jay A. Smith 122

Specific Reasons for Many Business Documents ¡ ¡ ¡ ¡ to to to inform explain confirm remind follow up formalize decisions to express thanks to apologize to congratulate to invite or welcome to introduce a person or policy to recommend to reject a proposal or offer to request to persuade To direct or command Kagoshima University © 2008, Jay A. Smith 123

Harvard Business School on: Effective Business Writing for: Memos Inside of Company l l Letters Outside of Company manager «» employee staff «» staff l business «» customer business «» shareholder l job applicant «» company l l Email Messages / Distribution Method Kagoshima University © 2008, Jay A. Smith 124

SAMPLE BUSINESS LETTER FORMAT Kagoshima University © 2008, Jay A. Smith 125

Harvard Business School on: Good Business Writing Have A Purpose Clear ¡ Be Audience Focused ¡ Make Your Message Clear ¡ Keep Focused on Topic ¡ Be Concise ¡ Use Simple Sentences ¡ Make Delivery Strategic (Who, When, How) ¡ Kagoshima University © 2008, Jay A. Smith 126

Malcom Forbes on: How to Write a Business Letter ¡ ¡ ¡ ¡ ¡ Know what you want (to accomplish) Dive right in - Tell what your letter is about in the first paragraph Write so it is enjoyable for the reader (customer) l Be positive l Be nice l Be natural l Be specific l Be interesting (sense use humor – be careful about this) Use more nouns and verbs than adjectives Use active voice, not passive voice Make the letter look good – format, spelling, grammar Keep it short Be honest, don’t exaggerate Be clear End with action statement and simple close Kagoshima University © 2008, Jay A. Smith 127

Kagoshima University © 2008, Jay A. Smith 128

Kagoshima University © 2008, Jay A. Smith 129

Kagoshima University © 2008, Jay A. Smith 130

Homework ¡ Write a cover letter in English to apply for a job in a U. S. or U. K. company where you may want to work. l ¡ Check their website to see if there are jobs available (or make one up if no jobs are posted) Extra Credit: Write a letter to Prime Minister Fukuda recommending that he take some action to improve Japan. Email to btce 2008@bizsmith. com by 7/8 Kagoshima University © 2008, Jay A. Smith 131

Cover Letters ¡ Keep it brief. Usually about four paragraphs: 1. 2. 3. 4. Introduce yourself and explain why you’re writing. Lay out your key, related skills and accomplishments. Explain why you want to work for the company. Thank the reader, invite him to contact you or write your follow-up plans. ¡ Personalize. Address your letter to a specific person. (Make sure the spelling is correct. ) Avoid generic greetings such as "To Whom It May Concern" or "Dear Sir or Madam". ¡ Sell your skills. Don’t just rehash your resume. Highlight the skills that are most relevant. Illustrate how they relate to the position. ¡ Be clear. Be direct (but not pushy); write clearly and concisely. Don’t make the reader guess why you’re writing or how your skills match the position. 1. Be proactive. State how you can be reached and be specific about your plans for follow-up. Once you've said it, do it; follow through. 2. Review carefully. Double-check for typos; don’t rely on spell-check. Ask a friend to look it over. Make your changes and review again. Kagoshima University © 2008, Jay A. Smith 132

Class 6 ¡ Science & Technology Writing l Correspondence l Science & Technology Writing for general audience l Technical Writing (manuals, instructions) l Reports and Journal Papers Kagoshima University © 2008, Jay A. Smith 133

Class Schedule (subject to change) 5/28 6/4 6/11 6/18 6/25 (水)12: 50 -14: 20 (水)12: 50 -14: 20 ① ② ③ ④ ⑤ 7/2 (水)12: 50 -14: 20 ⑥ 7/9 (水)12: 50 -14: 20 ⑦ 7/16 (水)12: 50 -14: 20 ⑧ Intro/ Self-Introductions Getting Your Point Across Casual Business Conversations Understanding Business News PR & Marketing Communication Professional Correspondence Science & Technology Writing Working With New Media [10/1](水)12: 50 -14: 20 ⑨ Public Speaking 10/8 (水)12: 50 -14: 20 ⑨ Public Speaking 10/15(水)12: 50 -14: 20 ⑩ Elevator Pitches 10/29(水)12: 50 -14: 20 ⑪ 11/5 (水)12: 50 -14: 20 ⑫ Business/Tech Project Plan Case Study Initial Presentation 11/19(水)12: 50 -14: 20 ⑬ 11/26(水)12: 50 -14: 20 ⑭ 12/3 (水)12: 50 -14: 20 ⑮ Business/Tech Project Plan Workshop Final Plan Presentation (continued) 12/5? Cocktail Party Exercise Office Hour: 12/11(木) Ｔｕｅｓ： 13: 30 -15: 00 VBL 2 F Kagoshima University Final Report 電話 285 -3630 Due btce 2008@bizsmith. com © 2008, Jay A. Smith 134

Get a personal (business) email address/domain to use FOREVER 03110 Kagoshima University © 2008,

Great Opening (!/? ) enclosure Kagoshima University © 2008, Jay A. Smith 138

FIT Matrix Me Company Kagoshima University Desires &Goals Abilities &Talents Goals Activities © 2008,

Kagoshima University © 2008, Jay A. Smith 141

Purpose of Sci-Tech Writing Inform ¡ Educate ¡ Report ¡ Persuade? ¡ Entertain? ¡

10 ways to write boring papers… 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Avoid focus Avoid originality and personality Write long contributions Remove implications and speculations Leave out illustrations Omit necessary steps of reasoning Use many abbreviations and terms Suppress humor and flowery language Degrade biology to statistics Quote numerous papers for trivial statements Source: Kaj Sand-Jenson, Oikos Kagoshima University © 2008, Jay A. Smith 144

8 Cs Handout (speaking & writing) ¡ ¡ ¡ ¡ Correct Clear Compact Creative Critical Consistent Conspicuous (emphasis, impact) Considerate (audience, media, helpers) Kagoshima University © 2008, Jay A. Smith 145

Sci-Tech Correspondence ¡ Audience: l l l ¡ Academia: administrators, faculty, societies Outside Professionals: engineers, scientists, editors, customers, suppliers. . Your company: your boss, your staff Funders: foundations, investors, government Fans: friends, family Follow business writing guidelines l l l Have A Purpose Clear Be Audience Focused Make Your Message Clear Keep Focused on Topic Be Concise Use Simple Sentences Kagoshima University © 2008, Jay A. Smith 146

Sci-Tech Writing for a General Audience ¡ ¡ Books, articles, blogs, editorials, reports, grant applications Audiences at different levels of knowledge: l Science/technology “buffs” ¡ l Business people ¡ l Scientific American, Popular Mechanics Economist, Wired Magazine Government Keep main idea in mind ¡ Some Famous (dead) Science Writers l l l Steven Jay Gould Carl Sagan Isaac Asimov Kagoshima University © 2008, Jay A. Smith 147

Technical Writing ¡ ¡ How-to: Manuals, Instructions, Handbooks, What: White papers, Patents Tech writer is “first end-user” Audience: l l l ¡ ¡ ¡ customers/users, business managers suppliers, competitors, critics, media other technical writers www. istc. org. uk www. dummies. com, www. idiotsguides. com www. soyouwanna. com, www. ehow. com Kagoshima University © 2008, Jay A. Smith 148

Research Reports and Journal Papers Audience: peers, academics ¡ Tone ¡ Structure ¡ Kagoshima

Critically Read a Scientific Paper ¡ ¡ ¡ Where is it published? (top peer-reviewed) Who financed it? (drug co. , govt. , political group) What kind of study? l l l ¡ ¡ Experimental (is the test sample appropriate) Survey (watch for causality vs. correlation) Mathematical Model (do assumptions make sense) Meta-analysis (summarizes many studies) Qualitative (is the context relevant to you? ) Theory testing vs. theory proposing Null-hypothesis l l Finding no evidence of a relationship Finding evidence of no relationship Source: http: //thewaronbullshit. com/2007/09/10/readpapers/ Kagoshima University © 2008, Jay A. Smith 150

Watson & Crick Where: Nature April 25, 1953 ¡ Who: ¡ l l ¡ Watson (25) geneticist Crick (37) biophysist Announcement (not full paper) l Pre-empt Pauling (6 weeks away) Propose “radically different structure” ¡ Sufficient credit to Rosalind Franklin? ¡ Kagoshima University © 2008, Jay A. Smith 151

Standard Structure (use it!) Title ¡ Abstract ¡ Introduction ¡ Material and Methods ¡

Title – most titles are too long ¡ ¡ Most frequently read part of paper Vital for abstracting and indexing l ¡ Avoid abbreviations, ”jargon” and colons”: ” Use the fewest words possible to describe the contents (10 -12 words max. ) l l l A label, not a sentence Avoid “waste” words (“Investigation on…”) Use syntax carefully Kagoshima University © 2008, Jay A. Smith 154

Abstract ¡ Do: l l l ¡ Start with a general statement on an interesting/unsolved problem Make explicit the hypothesis/question of the paper Mention specific methods if necessary (unique, key) State clearly the most important results, conclusions Usually write it after the paper has been finished Don’t l l Make any conclusion that is not found in the text Write more than 100 -200 words (unless it is impossible, which is rare) Kagoshima University © 2008, Jay A. Smith 155

Introduction “What is the problem studied? ¡ ¡ Introductory sentence l A general statement, a truism l A citation of an authority l A self-citation Description of the state-of-the-art Questions and hypotheses of this paper: Clear statement of what is intended First mention of own previous work ¡ In first sentence? ¡ In state-of-the-art description? ¡ Kagoshima University Casual? © 2008, Jay A. Smith 156

How to write Introduction? Desired structure ¡ ¡ Intro: Introduce first important item l What makes it a good research object l What is important, what is specific Intro cont. : Introduce second important item l The study object itself and scope What is known? l Previous research l Literature review What do I want to know? l Questions and/or hypotheses, l What will be studied l General method of the investigation l Major observations (to be) made Kagoshima University © 2008, Jay A. Smith 157

Introduction Checks ¡ ¡ ¡ ¡ Uniformity of expression Precision of speech Repetition Contradiction Repetition Logical argument Matches title, abstract, results, discussion Kagoshima University © 2008, Jay A. Smith 158

Materials and Methods “How did you study the problem? ” Goal: reproducibility ¡ Be

Results “What did you find? ” ¡ ¡ The “meat” or “core” of your paper Goal: provide the data from the methods applied Generally the most boring part of the paper. Mostly consists of the description of tables and figures (in past tense) l l ¡ ¡ All tables, figures should be referred to in the text The selection of the right tables and figures is crucial. l ¡ ¡ The most important aspects should be summarized Not every detail of the tables, figures need be repeated Do not overload the paper. If >8 tables and figures think about dividing the paper into 2 papers. Best to keep to maximum of 1/3 of a 6000 word paper Statements on methods should be in the Methods section Kagoshima University © 2008, Jay A. Smith 160

Discussion “So, what do your findings mean? ” ¡ ¡ The “mind” of your paper Present principles, relationships, generalizations l ¡ ¡ ¡ Point out exceptions, lack of correlations, unsettled issues Show your results agree or disagree with previous works Discuss any theoretical implications or practical applications of results Reaffirm clearly your major conclusions or findings; summarize the evidence for each Kagoshima University © 2008, Jay A. Smith 161

Literature Cited Most mistakes occur here ¡ Follow the style of each journal ¡ Use significant, published references ¡ Use original references (don’t cite a citation) ¡ Double check ¡ Kagoshima University © 2008, Jay A. Smith 162

Homework ¡ ¡ Sentence corrections Rewrite/Write in English the Title & Abstract and Discussion of a recent paper that you (co-)wrote l ¡ Submit original and revision by email How to _______. in 1 page or less Kagoshima University © 2008, Jay A. Smith 163

Class 7 ¡ Working with New Media Kagoshima University © 2008, Jay A. Smith

Class Schedule (subject to change) 5/28 6/4 6/11 6/18 6/25 (水)12: 50 -14: 20 (水)12: 50 -14: 20 ① ② ③ ④ ⑤ 7/2 (水)12: 50 -14: 20 ⑥ 7/9 (水)12: 50 -14: 20 ⑦ 7/16 (水)12: 50 -14: 20 ⑧ Intro/ Self-Introductions Getting Your Point Across Casual Business Conversations Understanding Business News PR & Marketing Communication Professional Correspondence Science & Technology Writing Working With New Media [10/1](水)12: 50 -14: 20 ⑨ Public Speaking 10/8 (水)12: 50 -14: 20 ⑨ Public Speaking 10/15(水)12: 50 -14: 20 ⑩ Elevator Pitches 10/29(水)12: 50 -14: 20 ⑪ 11/5 (水)12: 50 -14: 20 ⑫ Business/Tech Project Plan Case Study Initial Presentation 11/19(水)12: 50 -14: 20 ⑬ 11/26(水)12: 50 -14: 20 ⑭ 12/3 (水)12: 50 -14: 20 ⑮ Business/Tech Project Plan Workshop Final Plan Presentation (continued) 12/5? Cocktail Party Exercise Office Hour: 12/11(木) Ｔｕｅｓ： 13: 30 -15: 00 VBL 2 F Kagoshima University Final Report 電話 285 -3630 Due btce 2008@bizsmith. com © 2008, Jay A. Smith 165

Good How-to Guides Focus on audience and needs ¡ Write clearly, simply, use active

Kagoshima University © 2008, Jay A. Smith 168

Kagoshima University © 2008, Jay A. Smith 169

Kagoshima University © 2008, Jay A. Smith 170

How to How-to 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. Make it scannable. Use proper grammar and punctuation. Begin with an introductory paragraph. Remember your humble beginnings. Tell them how, not about. Keep your paragraphs bite-sized. Use white space. Remove unnecessary words. Try for variety. Use simple language. Avoid lingo. Use acronyms sparingly. Stay positive. Stories help learners. Pictures are your friends. Promote gently. Wrap it up (Closing). Go back and edit. Source: knowledgehound. com Kagoshima University © 2008, Jay A. Smith 171

Informing: howstuffworks. com http: //www. howstuffworks. com/ howstuffworks on youtube http: //www. youtube. com/user/How. Stuff. Works What if I shot my television? http: //www. youtube. com/watch? v=30926 oq. Z 758 Kagoshima University © 2008, Jay A. Smith 172

Old vs. New Media Old Media New Media ¡ ¡ Types l l l l l ¡ ¡ l l l l l Analog ¡ One-way l l ¡ Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs l ¡ Broadcast Producer->users Periodic Types Digital 2(or more) way l l ¡ Email Websites Ebooks Mail Magazines Blogs Chat MP 3/Podcasts/Itunes Youtube Online Shopping Multipoint User created content Live: 24 hour (hourly, daily weekly) Kagoshima University © 2008, Jay A. Smith 173

Business Activities & Internet/New Media ¡ ¡ ¡ ¡ ¡ ¡ Product Development Market Research Polling/surveys Correspondence Advertising Sales Purchasing Recruiting Research Design Support Tax Office space Compliance Meetings PR Training Logistics Order management Payments Collections Planning Scheduling Finance Kagoshima University ¡ ¡ ¡ ¡ ¡ ¡ © 2008, Jay A. Smith Email Blogs WWW Chat Instant Messenger/SMS Wikipedia Search Second Life Skype Youtube My. Space/Facebook Search Engines Advertising Engines Acrobat (pdf) Photoshop Online Auctions Online Stores (Rakuten, etc. ) MP 3/Itunes Virtual Worlds Broadband/Fiber Wireless/Wimax 174

Industries and Internet/New Media News Companies ¡ Email ¡ TV Networks ¡ Blogs ¡ Radio Stations ¡ WWW ¡ Doctors ¡ Instant Messenger/SMS ¡ Insurance Companies ¡ Chat ¡ Branded Products ¡ Wiki ¡ Car Dealers ¡ Yahoo Answers ¡ Travel Agents ¡ Search ¡ Airlines ¡ Skype ¡ Sports ¡ Youtube ¡ Financial Services ¡ My. Space/Facebook ¡ Photographers ¡ Search Engines ¡ Book Publishers ¡ Advertising Engines ¡ Bookstores ¡ Acrobat (pdf) ¡ Musicians ¡ Photoshop ¡ Music Companies ¡ Online Auctions ¡ Politics ¡ Online Shopping ¡ Government ¡ MP 3/Itunes ¡ Advertising Agencies ¡ Virtual Worlds ¡ Consultants ¡ Broadband/Fiber ¡ Comedians ¡ Wireless/Wimax ¡ Museums ¡ Schools http: //www. webbyawards. com Kagoshima University © 2008, Jay A. Smith ¡ 175

The Internet ¡ ¡ ¡ ¡ Available Accessible Printable Downloadable Updatable Customizable Adaptable Reliable Searchable Affordable Equitable Fashionable Inevitable Knowledgeable Aware-able? Kagoshima University © 2008, Jay A. Smith 176

On the Internet ¡ ¡ ¡ ¡ …nothing …nothing Kagoshima University dies is hidden

Photoshop Kagoshima University © 2008, Jay A. Smith 178

Old vs. New Media Old Media New Media ¡ ¡ Types l l l l l ¡ ¡ l l l l l Analog ¡ One-way l l ¡ Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs l ¡ Broadcast Producer->users Periodic l © 2008, Jay A. Smith Email Websites Ebooks Mail Magazines Blogs Chat MP 3/Podcasts/Itunes Youtube Online Shopping Digital 2(or more) way l ¡ (hourly, daily weekly, yearly) Kagoshima University Types Multipoint Interactive/User-created Live: 24 hour 179

Centralized vs. Distributed Kagoshima University © 2008, Jay A. Smith 180

Web Publishing Kagoshima University © 2008, Jay A. Smith 181

Old vs. New Marketing Kagoshima University © 2008, A. Smith From Mike. Jay. Manuel’s

Public Relations 2. 0 Kagoshima University © 2008, Jay A. Smith 183

Politics blogs • dinocrat. com • dailykos. com • Huffingtonpost. com Kagoshima University ©

Links ¡ ¡ ¡ ¡ www. webbyawards. com www. ted. com http: //www. universalleonardo. org/ www. barackobama. com www. johnmccain. com www. facebook. com www. myspace. com www. linkedin. com www. plaxo. com http: //sncr. org/ http: //prbooks. pbwiki. com/ l ¡ ¡ http: //informationarchitects. jp/ Blog hosting l l ¡ http: //prbooks. pbwiki. com/trust www. blogger. com www. wordpress. com www. blogspot. com www. typepad. com www. waybackmachine. com Kagoshima University © 2008, Jay A. Smith 185

Blogs blogger. com typepad. com Tom Peters' blog roll &other great stuff www. tompeters. com/freestuff/index. php business/marketing sethgodin. typepad. com advertising www. brainposse. com vc's blog www. allensblog. typepad. com venture hacks blog http: //www. venturehacks. com/ computers/technology fakesteve. blogspot. computers/technology www. lifehacker. com politics andrewsullivan. theatlantic. com politics www. blogforamerica. com humor at work dilbertblog. typepad. com/the_dilbert_blog / economics illustrated indexed. blogspot. com drawings/illustrations drawn. ca design www. mocoloco. com personal growth www. stevepavlina. com cute http: //mfrost. typepad. com/cute_overload/ businesshaiku www. businesshaiku. com Kagoshima University © 2008, Jay A. Smith 186

Homework ¡ Rewrite/Write in English the Title & Abstract and Discussion of a recent paper that you (co-)wrote l ¡ Submit original and revision by email Facebook Page Kagoshima University © 2008, Jay A. Smith 187