Communicating on the ReadWrite Web

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Communicatingon 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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The Seismic Shifts

• 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

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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
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.
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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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Who Do We Trust?

• We trust
• Each other
• Independent subject matter experts
• NGOs
• We dont trust
• Business
• Government
• Mainstream media

Someone like me
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 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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www.forimmediaterelease.biz
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Participate in the Conversation
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Facilitate the Conversation Build 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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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 audiences
• You can listen while doing something else

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Its About Community

• Involve listeners
• Listen to them
• Encourage listeners
• Address their needs
• Engage

Global distribution FIR listeners
31/5/06 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, ABCFor
  Immediate Release podcastswww.forimmediatereleas
  e.biz
• Comment Line 1 206 222 2803
• Email fircomments_at_gmail.com

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.