Transcript Document 7397434
Communicating on the Read-Write Web
Shel Holtz, ABC and Neville Hobson, ABC ‘For Immediate Release’ www.forimmediaterelease.biz
IAOC / PRSA
March 24, 2006
Relentless Advances Within 5 years ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ 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
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Truths ■ ■ ■ ■ New media do not replace old media Markets are conversations The audience controls the message Numbers don’t matter www.forimmediaterelease.biz
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The long tail www.forimmediaterelease.biz
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Institutions must cede control of the message in order to participate in the conversation.
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Forces of change: Equation #1 Low barriers to entry + Pervasive access + Growing broadband = The Net’s original promise www.forimmediaterelease.biz
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Forces of change: Equation #2 The Net’s original promise + Shifts in trust + Demands for transparency = Tectonic change www.forimmediaterelease.biz
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Whom do we trust?
We trust… ■ Each other ■ Independent subject matter experts ■ NGOs We don’t trust… ■ Business ■ Government ■ Mainstream media “A person like me” is the most credible spokesperson for companies
-- Edelman Trust Barometer
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The era of social computing
The social structure in which technology puts power in communities, 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 www.forimmediaterelease.biz
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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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QuickTime™ and a TIFF (L ZW) d eco mpres sor are nee ded to s ee this picture.
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Impacts ■ ■ ■ Personal relationships Business relationships The workplace www.forimmediaterelease.biz
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Personal ■ ■ ■ Getting to know people – before you meet them Creating virtual relationships The doppel-gänger lifestyle www.forimmediaterelease.biz
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Business ■ ■ New forms of trust The virtual extension www.forimmediaterelease.biz
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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
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Communication Choices Engage and Participate Advocate Influence and Persuade Informal and Conversational Build Community www.forimmediaterelease.biz
vs. Transmit vs. Preach vs. Command and Control vs. Formal and Instructive vs. Tell Your Audience 28
A Case Study: The Hobson & Holtz Report ■ ■ ■ ■ ■ ■ ■ Started 3 January 2005 First podcast in the communication profession Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) 60-90 mins, twice weekly, Monday and Thursday, recorded via Skype Average per-show downloads: 565 Global audience > Primary: USA, Canada, UK, Netherlands, Australia Building community > 3 on-the-ground correspondents www.forimmediaterelease.biz
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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
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‘For Immediate Release’ Series ■ ■ ■ ■
The Hobson & Holtz Report
twice-weekly show Interviews with newsmakers and influencers from the online technology and organizational communication worlds Book Reviews aligned with our theme of PR/communications and the online world Speakers and Speeches podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals www.forimmediaterelease.biz
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Building Community ■ ■ ■ ■ Involve listeners Encourage listeners Address their needs Engage Global distribution: FIR listeners March 23, 2006 http://www.frappr.com/fir www.forimmediaterelease.biz
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Let’s listen… www.forimmediaterelease.biz
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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 www.forimmediaterelease.biz
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Conversation… ■ ■ ■ ■ ■ Neville Hobson, ABC, and Shel Holtz, ABC ‘For Immediate Release’ podcasts www.forimmediaterelease.biz
Comment Line: +1 206 222 2803 Email: [email protected]
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 cartoons by Hugh MacLeod (gapingvoid.com). Used with permission.
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…listen to my podcast… …and watch my videocast
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