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Communicating on the Read/Write Web NEVILLE HOBSON, ABC SHEL HOLTZ, ABC FOR IMMEDIATE RELEASE WWW.FORIMMEDIATERELEASE.BIZ IAOC BRUSSELS JUNE 16, 2006.

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Presentation on theme: "Communicating on the Read/Write Web NEVILLE HOBSON, ABC SHEL HOLTZ, ABC FOR IMMEDIATE RELEASE WWW.FORIMMEDIATERELEASE.BIZ IAOC BRUSSELS JUNE 16, 2006."— Presentation transcript:

1 Communicating on the Read/Write Web NEVILLE HOBSON, ABC SHEL HOLTZ, ABC FOR IMMEDIATE RELEASE IAOC BRUSSELS JUNE 16, 2006

2 The Seismic Shifts 2 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

3 3 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

4 4 Truths New media do not replace old media Markets are conversations The audience controls the message Numbers dont matter

5 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.

6 6 Participation Institutions must cede control of the message in order to participate in the conversation.

7 7 Forces of Change: Equation #1 Low barriers to entry +Pervasive access +Growing broadband = The Nets original promise

8 8 Forces of Change: Equation #2 The Nets original promise +Shifts in trust +Demands for transparency = Tectonic change

9 9 Who Do We Trust? We trust… Each other Independent subject matter experts NGOs We dont 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

10 10 The Era of Social Computing The social structure in which technology puts power in communities, not institutions.

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

12 12 A Person Like Me…

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15 15 Participate in the Conversation

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18 18 Facilitate the Conversation: Build Community

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20 20 The Wisdom of Crowds

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25 25 Impacts Personal relationships Business relationships The workplace

26 26 Personal Getting to know people – before you meet them Creating virtual relationships The doppel-gänger lifestyle

27 27 Business New forms of trust The virtual extension

28 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

29 29 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

30 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) mins, twice weekly, Monday and Thursday, recorded via Skype Global audience Local reporters Building community

31 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

32 32 Its About Community Involve listeners Listen to them Encourage listeners Address their needs Engage Global distribution: FIR listeners 31/5/06

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34 34 Lets Listen…

35 35 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

36 36 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 cartoon by Hugh MacLeod (gapingvoid.com). Used with permission.


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