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

Communicatingon the Read/Write Web

NEVILLE HOBSON, ABCSHEL HOLTZ, ABC

‘FOR IMMEDIATE RELEASE’WWW.FORIMMEDIATERELEASE.BIZ

IAOCBRUSSELS

JUNE 16, 2006

The Seismic Shifts2

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 modelsNew companies, new ideas appearing to

leverage the shifts

www.forimmediaterelease.biz

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

WithinWithin5 years5 years

Source: ‘Technology Timeline’ BTExact Technologies

4


Truths

New media do not replace old mediaMarkets are conversationsThe audience controls the messageNumbers don’t matter

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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.”

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Participation

Institutions must cedecontrol of the messagein order to participatein the conversation.

Institutions must cedecontrol of the messagein order to participatein the conversation.

7


Forces of Change: Equation #1

Low barriers to entry+ Pervasive access+ Growing broadband= The Net’s original promise

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Forces of Change: Equation #2

The Net’s original promise+ Shifts in trust+ Demands for transparency= Tectonic change

9


Who Do We Trust?

We trust…Each otherIndependent subject

matter expertsNGOs

We don’t trust…BusinessGovernmentMainstream 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

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The Era of Social Computing

The social structurein which technology

puts power incommunities, not

institutions.

The social structurein which technology

puts power incommunities, 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

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A Person Like Me…



15


Participate in the Conversation



18


Facilitate the Conversation: Build Community

19www.forimmediaterelease.biz

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The Wisdom of Crowds

21www.forimmediaterelease.biz




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Impacts

Personal relationshipsBusiness relationshipsThe workplace

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Personal

Getting to know people – before you meet them

Creating virtual relationshipsThe doppel-gänger lifestyle

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Business

New forms of trustThe virtual extension

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The Workplace

Disruptive technologiesThey 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

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Communication Choices

Engage and Participate vs. Transmit

Advocate vs. Preach

Influence and Persuade vs. Command and Control

Informal and Conversational

vs. Formal and Instructive

Build Community vs. Tell Your Audience


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

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Why Podcast?

Low barriers to entry Anybody can do it

A growing audience 10 million and counting

Niche audiencesYou can listen while doing something else

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It’s About Community

Involve listenersListen to themEncourage

listenersAddress their

needsEngage

Global distribution: FIR listeners 31/5/06http://www.frappr.com/fir



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Let’s Listen…

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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

36


Conversation…

Neville Hobson, ABC, and Shel Holtz, ABC‘For Immediate Release’ podcastswww.forimmediaterelease.biz

Comment Line: +1 206 222 2803Email: [email protected]

…listento mypodcast…

…and watchmyvideocast

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