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Communicating on the Read/Write Web

Communicating on the Read/Write Web. NEVILLE HOBSON, ABC SHEL HOLTZ, ABC ‘FOR IMMEDIATE RELEASE’ WWW.FORIMMEDIATERELEASE.BIZ IAOC BRUSSELS JUNE 16, 2006. The Seismic Shifts. Web 2.0 – the evolution from read-only to read/write Anyone with a point of view can talk to the world Text

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Communicating on the Read/Write Web

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  1. Communicatingon the Read/Write Web NEVILLE HOBSON, ABC SHEL HOLTZ, ABC ‘FOR IMMEDIATE RELEASE’ WWW.FORIMMEDIATERELEASE.BIZ IAOC BRUSSELS JUNE 16, 2006

  2. The Seismic Shifts • 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 models • New companies, new ideas appearing to leverage the shifts www.forimmediaterelease.biz

  3. Within 5 years 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 Source: ‘Technology Timeline’ BTExact Technologies www.forimmediaterelease.biz

  4. Truths • New media do not replace old media • Markets are conversations • The audience controls the message • Numbers don’t matter www.forimmediaterelease.biz

  5. 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.” www.forimmediaterelease.biz

  6. Participation Institutions must cedecontrol of the messagein order to participatein the conversation. www.forimmediaterelease.biz

  7. Forces of Change: Equation #1 Low barriers to entry + Pervasive access + Growing broadband = The Net’s original promise www.forimmediaterelease.biz

  8. Forces of Change: Equation #2 The Net’s original promise + Shifts in trust + Demands for transparency = Tectonic change www.forimmediaterelease.biz

  9. Who Do We Trust? We trust… • Each other • Independent subject matter experts • NGOs We don’t trust… • Business • Government • Mainstream 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 www.forimmediaterelease.biz

  10. The Era of Social Computing The social structurein which technologyputs power incommunities, notinstitutions. www.forimmediaterelease.biz

  11. The First Rumblings of Tectonic Change • Social communication tools • Weblogs • Podcasts • Internet telephony • Mobile/text/video • Virtual communities • My Space • Second Life www.forimmediaterelease.biz

  12. A Person Like Me… www.forimmediaterelease.biz

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  15. Participate in the Conversation www.forimmediaterelease.biz

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  18. Facilitate the Conversation: Build Community www.forimmediaterelease.biz

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  20. The Wisdom of Crowds www.forimmediaterelease.biz

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  25. Impacts • Personal relationships • Business relationships • The workplace www.forimmediaterelease.biz

  26. Personal • Getting to know people – before you meet them • Creating virtual relationships • The doppel-gänger lifestyle www.forimmediaterelease.biz

  27. Business • New forms of trust • The virtual extension www.forimmediaterelease.biz

  28. The Workplace • Disruptive technologies • They 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 www.forimmediaterelease.biz

  29. Communication Choices www.forimmediaterelease.biz

  30. 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 www.forimmediaterelease.biz

  31. Why Podcast? • Low barriers to entry • Anybody can do it • A growing audience • 10 million and counting • Niche audiences • You can listen while doing something else www.forimmediaterelease.biz

  32. It’s About Community • Involve listeners • Listen to them • Encourage listeners • Address their needs • Engage Global distribution: FIR listeners 31/5/06 http://www.frappr.com/fir www.forimmediaterelease.biz

  33. www.forimmediaterelease.biz

  34. Let’s Listen… www.forimmediaterelease.biz

  35. 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 www.forimmediaterelease.biz

  36. …listento mypodcast… …and watchmyvideocast Conversation… • Neville Hobson, ABC, and Shel Holtz, ABC‘For Immediate Release’ podcastswww.forimmediaterelease.biz • Comment Line: +1 206 222 2803 • Email: fircomments@gmail.com 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. www.forimmediaterelease.biz

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