Post on 27-Mar-2015
Communicatingon the Read/Write Web
NEVILLE HOBSON, ABCSHEL HOLTZ, ABC
‘FOR IMMEDIATE RELEASE’WWW.FORIMMEDIATERELEASE.BIZ
IAOCBRUSSELS
JUNE 16, 2006
The Seismic Shifts2
Web 2.0 – the evolution from read-only to read/write
Anyone with a point of view can talk to the world Text Audio Video
Disrupting traditional businesses and modelsNew companies, new ideas appearing to
leverage the shifts
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Relentless Advances
Widespread use of virtual reality for education and recreation All government services delivered electronically 25% of UK workforce teleworking at least 2 days a week Solar reflector satellites bringing sunlight to major Northern cities All domestic animals tagged 60% of internet accesses from mobile devices Electronic newspapers Neighbourhood video surveillance networks Neighbourhood intranets People reduce tax liability by being partially paid in information
products Worldwide population of over 65s increases by 1 million monthly Cybercommunity with 100 million people
WithinWithin5 years5 years
Source: ‘Technology Timeline’ BTExact Technologies
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Truths
New media do not replace old mediaMarkets are conversationsThe audience controls the messageNumbers don’t matter
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The Long Tail
“We sold more books today that didn't sell at all yesterday than we sold today of all the books that
did sell yesterday.”
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Participation
Institutions must cedecontrol of the messagein order to participatein the conversation.
Institutions must cedecontrol of the messagein order to participatein the conversation.
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Forces of Change: Equation #1
Low barriers to entry+ Pervasive access+ Growing broadband= The Net’s original promise
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Forces of Change: Equation #2
The Net’s original promise+ Shifts in trust+ Demands for transparency= Tectonic change
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Who Do We Trust?
We trust…Each otherIndependent subject
matter expertsNGOs
We don’t trust…BusinessGovernmentMainstream media
“Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.– 2006 Annual Edelman Trust Barometer
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The Era of Social Computing
The social structurein which technology
puts power incommunities, not
institutions.
The social structurein which technology
puts power incommunities, not
institutions.
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The First Rumblings of Tectonic Change
Social communication tools Weblogs Podcasts Internet telephony Mobile/text/video
Virtual communities My Space Second Life
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A Person Like Me…
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Participate in the Conversation
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Facilitate the Conversation: Build Community
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The Wisdom of Crowds
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Impacts
Personal relationshipsBusiness relationshipsThe workplace
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Personal
Getting to know people – before you meet them
Creating virtual relationshipsThe doppel-gänger lifestyle
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Business
New forms of trustThe virtual extension
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The Workplace
Disruptive technologiesThey herald change
Not every organization ready Not every organization willing
New ways of working Facilitating collaboration Participating in conversation
New types of employer/employee relationships Greater informality Greater empowerment
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Communication Choices
Engage and Participate vs. Transmit
Advocate vs. Preach
Influence and Persuade vs. Command and Control
Informal and Conversational
vs. Formal and Instructive
Build Community vs. Tell Your Audience
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Case Study: The Hobson & Holtz Report
Started January 2005 First podcast in the
communication profession Co-hosts: Neville Hobson
(Amsterdam) and Shel Holtz (California)
70-90 mins, twice weekly, Monday and Thursday, recorded via Skype
Global audience Local reporters Building community
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Why Podcast?
Low barriers to entry Anybody can do it
A growing audience 10 million and counting
Niche audiencesYou can listen while doing something else
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It’s About Community
Involve listenersListen to themEncourage
listenersAddress their
needsEngage
Global distribution: FIR listeners 31/5/06http://www.frappr.com/fir
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Let’s Listen…
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Keeping Up
Attention: The scarcest resource Focus and refine your attention RSS: the attention device
Strategize It’s still business communication:
What will achieve desired outcomes?
Engage Audience appetite is focused
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Conversation…
Neville Hobson, ABC, and Shel Holtz, ABC‘For Immediate Release’ podcastswww.forimmediaterelease.biz
Comment Line: +1 206 222 2803Email: fircomments@gmail.com
…listento mypodcast…
…and watchmyvideocast
This document is protected under a Creative Commons Attribution-NonCommercial-NoDerivs license. No commercial use, no changes. But feel free to share it, post it, print it, or copy it.
Original cartoon by Hugh MacLeod (gapingvoid.com). Used with permission.