1. 1 The New Media Ecosystem: Conversations, Influence and You Neville Hobson www.nevon.net Presentation BBC / CiB / IABC UK 3 November 2005

2. 2 What Do You Know?

3. 3 The New Media Ecosystem ■ The new water cooler ■ “Social software” ■ Informal networks ■ Conversational media ■ Online diaries ■ Personal expression engines ■ When you want, where you want, on your terms

4. 4 The New Media Ecosystem ■ Blogs ■ Wikis ■ RSS ■ Podcasts ■ Videocasts / Vlogs ■ Moblogs ■ MMS Tools that facilitate: ■ Communication ■ Engagement ■ Transparency ■ Trust Tool that are: ■ Complementary to traditional communication activities ■ Used by organizations who recognize the social characteristics of effective communication

5. 5 The Old World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

6. 6 The New World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

7. 7 What Defines a Blog? A website with: ■ Chronologically-ordered content, originated by author(s) for others to comment on ■ Personality ■ Commenting ■ Trackbacks (links to other blog posts) ■ Distribution – RSS webfeed

8. 8 What Defines a Wiki? Like a blog, but: ■ A ‘collaborative website’ ■ Anyone can add/edit any content ■ Track all edits and revisions ■ No other software needed to do this, just a browser ■ Distribution – RSS webfeed

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11. 11 The Blogosphere: October 2005 ■ 19+ million blogs (English language) ■ 70,000 new blogs every day ■ 700,000 - 1.3 million posts every day ■ 1 new blog created every second of every day ■ 9+ posts every second of every day The negative: ■ 2% - 8% of new blogs per day are fake or spam blogs ■ 5.8% of posts per day (c. 50,000) are from fake or spam blogs Doubles every five months

12. 12 Podcasts – The Influence of Voice ■ Digital audio file, typically MP3 ■ “Radio show” format >Time-shifted – listen when you want ■ Delivered via RSS ■ Auto-sync with portable digital player >Detach and go – listen where you want ■ Listen to it using a media player on your PC ■ Wide appeal kicks off in June 2005 – Apple adds podcast support to iTunes ■ Going mainstream – Yahoo! Podcasts in October 2005

13. 13 Who’s Podcasting…?

14. 14 Growth Drivers 1.It’s easy 2.It’s inexpensive 3.It’s portable 4.It’s available

15. 15 If You Don’t Pay Attention… And if you do…

16. 16 Get It Right Our only goal was to engage the public regarding our products and services. The blog has become an important unfiltered voice for the company, our customers and auto enthusiasts … We're learning on the run, but now we have an unfiltered voice, a direct line of communication. It has become indispensable. Bob Lutz Vice Chairman General Motors April 2005 “ ”

17. 17 Why Blog? ■ Build a genuine community ■ Personalize your customer relationships ■ Thought leadership in your industry/profession ■ Make knowledge management easier ■ Test new product ideas ■ Improve search engine rankings ■ …

18. 18 Why Podcast? ■ Complementary extension of existing communication and marketing activities ■ An appropriate channel to market ■ Reach niche audiences otherwise (financially) unreachable ■ Attract new, younger customers ■ Create buzz, build viral marketing effect ■ Be perceived to be at the leading edge ■ Be the first to market with a cool new medium ■ …

19. 19 What The New Media Ecosystem Is Not ■ A replacement for press releases, brochures, bulletin boards/email lists, public websites or intranets >But blogs can be replacements for static websites or brochureware sites ■ A substitute for traditional communication tools and channels ■ A surrogate for face-to-face communication ■ The answer to all your communication prayers

20. 20 What The New Media Ecosystem Is ■ A giant global focus group ■ A tool to engage with your publics ■ A dynamic, complementary communication channel ■ Create connections, develop influence ■ Empowerment for your employees ■ Empowerment for all your publics ■ Build genuine community

21. 21 Communication Choices Engage and Participatevs.Transmit Advocatevs.Preach Influence and Persuadevs.Command and Control Informal and Conversationalvs.Formal and Instructive Build Communityvs.Tell Your Audience

22. 22 Conversation… ■ Neville Hobson, ABC Amsterdam ■ www.nevon.net www.nevon.net ■ +31 629 323 282 +44 20 7558 8222 +1 202 470 2425 nevonskype ■ neville.hobson@gmail.com neville.hobson@gmail.com Copyright in 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. Details: http://creativecommons.org/licenses/by-nc-nd/2.5/.http://creativecommons.org/licenses/by-nc-nd/2.5/