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Communicating on the Read-Write Web Shel Holtz, ABC and Neville Hobson, ABC For Immediate Release IAOC / PRSA March 24, 2006.

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Presentation on theme: "Communicating on the Read-Write Web Shel Holtz, ABC and Neville Hobson, ABC For Immediate Release IAOC / PRSA March 24, 2006."— Presentation transcript:

1 Communicating on the Read-Write Web Shel Holtz, ABC and Neville Hobson, ABC For Immediate Release IAOC / PRSA March 24, 2006

2 2 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 Within 5 years Source: Technology Timeline BTExact Technologies

3 3 Truths New media do not replace old media Markets are conversations The audience controls the message Numbers dont matter

4 4 The long tail

5 5 Institutions must cede control of the message in order to participate in the conversation.

6 6 Forces of change: Equation #1 Low barriers to entry +Pervasive access +Growing broadband = The Nets original promise

7 7 Forces of change: Equation #2 The Nets original promise +Shifts in trust +Demands for transparency = Tectonic change

8 8 Whom do we trust? We trust… Each other Independent subject matter experts NGOs We dont trust… Business Government Mainstream media -- Edelman Trust Barometer A person like me is the most credible spokesperson for companies

9 9 The era of social computing The social structure in which technology puts power in communities, not institutions

10 10 The first rumblings of tectonic change Social communication tools >Weblogs >Podcasts >Internet telephony >Mobile/text/video Virtual communities >My Space >Second Life

11 11 A person like me…

12 12

13 13

14 14 Participate in the conversation

15 15

16 16

17 17 Facilitate the conversation …build community

18 18

19 19 The wisdom of crowds

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23 23

24 24 Impacts Personal relationships Business relationships The workplace

25 25 Personal Getting to know people – before you meet them Creating virtual relationships The doppel-gänger lifestyle

26 26 Business New forms of trust The virtual extension

27 27 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

28 28 Communication Choices Engage and Participatevs.Transmit Advocatevs.Preach Influence and Persuadevs.Command and Control Informal and Conversational vs.Formal and Instructive Build Communityvs.Tell Your Audience

29 29 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) 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

30 30 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

31 31 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

32 32 Building Community Involve listeners Encourage listeners Address their needs Engage Global distribution: FIR listeners March 23, 2006

33 33

34 34 Lets listen…

35 35

36 36 Keeping up Attention: The scarcest resource >Focus and refine your attention >RSS: The attention device Strategize >Its still business communication: What will achieve desired outcomes? Engage >Audience appetite is focused

37 37 Conversation… Neville Hobson, ABC, and Shel Holtz, ABC For Immediate Release podcasts Comment Line: …listen to my podcast… …and watch my videocast 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 ( Used with permission.

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