Communicating on the ReadWrite Web

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Communicatingon 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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Relentless Advances
Within 5 years

• 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

Source Technology Timeline BTExact Technologies
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Truths

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

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The long tail
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Institutions must cedecontrol of the messagein
order to participatein the conversation.
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Forces of change Equation 1
Low barriers to entry Pervasive
access Growing broadband The Nets original
promise
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Forces of change Equation 2
The Nets original promise Shifts in
trust Demands for transparency Tectonic change
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Whom do we trust?

• We trust
• Each other
• Independent subject matter experts
• NGOs

• We dont trust
• Business
• Government
• Mainstream media

A person like me is the most crediblespokespers
on for companies
-- Edelman Trust Barometer
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The era of social computing
The social structurein which technologyputs
power incommunities, notinstitutions
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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
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Participate in the conversation
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Facilitate the conversationbuild community
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The wisdom of crowds
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Impacts

• Personal relationships
• Business relationships
• The workplace

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Personal

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

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Business

• New forms of trust
• The virtual extension

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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

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Communication Choices
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A Case StudyThe 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

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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

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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

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Building Community

• Involve listeners
• Encourage listeners
• Address their needs
• Engage

Global distribution FIR listeners March 23,
2006 http//www.frappr.com/fir
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Lets listen
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Keeping up

• Attention The scarcest resource
• Focus and refine your attention
• RSS The attention device
• Strategize
• Its still business communicationWhat will
  achieve desired outcomes?
• Engage
• Audience appetite is focused

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Conversation

• Neville Hobson, ABC, and Shel Holtz, ABC
• For Immediate Release podcasts
• www.forimmediaterelease.biz
• Comment Line 1 206 222 2803
• Email fircomments_at_gmail.com

This document is protected under a Creative
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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.