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

Mar 26, 2015

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Communicating on the Read-Write Web Shel Holtz, ABC and Neville Hobson, ABC For Immediate Release www.forimmediaterelease.biz IAOC / PRSA March 24, 2006 Slide 2 www.forimmediaterelease.biz 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 Slide 3 www.forimmediaterelease.biz 3 Truths New media do not replace old media Markets are conversations The audience controls the message Numbers dont matter Slide 4 www.forimmediaterelease.biz 4 The long tail Slide 5 www.forimmediaterelease.biz 5 Institutions must cede control of the message in order to participate in the conversation. Slide 6 www.forimmediaterelease.biz 6 Forces of change: Equation #1 Low barriers to entry +Pervasive access +Growing broadband = The Nets original promise Slide 7 www.forimmediaterelease.biz 7 Forces of change: Equation #2 The Nets original promise +Shifts in trust +Demands for transparency = Tectonic change Slide 8 www.forimmediaterelease.biz 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 Slide 9 www.forimmediaterelease.biz 9 The era of social computing The social structure in which technology puts power in communities, not institutions Slide 10 www.forimmediaterelease.biz 10 The first rumblings of tectonic change Social communication tools >Weblogs >Podcasts >Internet telephony >Mobile/text/video Virtual communities >My Space >Second Life Slide 11 www.forimmediaterelease.biz 11 A person like me Slide 12 www.forimmediaterelease.biz 12 Slide 13 www.forimmediaterelease.biz 13 Slide 14 www.forimmediaterelease.biz 14 Participate in the conversation Slide 15 www.forimmediaterelease.biz 15 Slide 16 www.forimmediaterelease.biz 16 Slide 17 www.forimmediaterelease.biz 17 Facilitate the conversation build community Slide 18 www.forimmediaterelease.biz 18 Slide 19 www.forimmediaterelease.biz 19 The wisdom of crowds Slide 20 www.forimmediaterelease.biz 20 Slide 21 www.forimmediaterelease.biz 21 Slide 22 www.forimmediaterelease.biz 22 Slide 23 www.forimmediaterelease.biz 23 Slide 24 www.forimmediaterelease.biz 24 Impacts Personal relationships Business relationships The workplace Slide 25 www.forimmediaterelease.biz 25 Personal Getting to know people before you meet them Creating virtual relationships The doppel-gnger lifestyle Slide 26 www.forimmediaterelease.biz 26 Business New forms of trust The virtual extension Slide 27 www.forimmediaterelease.biz 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 Slide 28 www.forimmediaterelease.biz 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 Slide 29 www.forimmediaterelease.biz 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) 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 Slide 30 www.forimmediaterelease.biz 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 Slide 31 www.forimmediaterelease.biz 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 Slide 32 www.forimmediaterelease.biz 32 Building Community Involve listeners Encourage listeners Address their needs Engage Global distribution: FIR listeners March 23, 2006 http://www.frappr.com/fir Slide 33 www.forimmediaterelease.biz 33 Slide 34 www.forimmediaterelease.biz 34 Lets listen Slide 35 www.forimmediaterelease.biz 35 Slide 36 www.forimmediaterelease.biz 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 Slide 37 www.forimmediaterelease.biz 37 Conversation Neville Hobson, ABC, and Shel Holtz, ABC For Immediate Release podcasts www.forimmediaterelease.biz Comment Line: +1 206 222 2803 Email: [email protected]@gmail.com 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 (gapingvoid.com). Used with permission.