New media and the future of CR communication

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New media and the future of CR communication
Helping you thrive and survive in a changing
communication world
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New media and the future of CR communication
Boring!
Helping you thrive and survive in a changing
communication world
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Have you ever?

• Web 1.0 quiz
• Read an e-mail
• Sent an e-mail
• Visited a web site
• Googled for something
• Bought on-line (eg amazon)
• Bid on-line (eg e-bay)
• Sold on-line (eg e-bay)

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But, have you ever?

• Web 1.0 quiz
• Read an e-mail
• Sent an e-mail
• Visited a web site
• Googled for something
• Bought on line (eg amazon)
• Bid on line (eg e-bay)
• Sold on line (eg e-bay)

• Web 2.0 quiz
• Read a blog
• Posted to a blog
• Set up own blog
• Created a MySpace/Bebo account
• Downloaded from YouTube
• Uploaded to YouTube
• Read a wiki
• Edited a wiki
• Digged something

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Anatomy of a blog
Anatomy of a blog
Author
Links / trackbacks
Comments
Subscription
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Beware of Geeks bearing gifs

• Do not trust the horse, Trojans. Whatever it is,
  I fear the Greeks even when they bring gifts
• Virgil's Aeneid, Book 2, 19 BC

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A tough fight for survival for over the last few
years
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But, we came through, the air has cleared, our
perennial enemies - if not vanquished - seem to
have sailed off for the moment

• But this new Web 2.0 phenomenon is sitting
  there, right outside our city

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Should we bring this whole blogging/social media
thing in through the gates?
A gift from the gods? A major communication
opportunity?
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Or a trap?
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So, is something happening here?
Web 2.0
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1. The numbers say this is big

• Recently there were 40 million blogs being
  tracked by Technorati
• The number of blogs has doubled at least every
  six months for the past couple of years.
• 80 million members of myspace.com
• IBM has over 3,000 internal bloggers
• There are about 45,000 podcasts you can subscribe
  to

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Despite the Hype Cycle we need to respond to
this

Slope of enlightenment
Plateau of productivity
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2. Experts see a tipping point

• "It is difficult, indeed dangerous, to
  underestimate the huge changes this revolution
  will bring or the power of developing
  technologies to build and destroy - not just
  companies but whole countries."
• Rupert Murdoch

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2. Experts see a tipping point

• We dont own the news anymore.
• Richard Sambrook
• Director, BBC Global News

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As do the people formerly known as the audience

• http//www.youtube.com/watch?v7xAA71Ssids
• The Day of the Long Tail?

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3. Case studies are emerging

• Negative
• Kryptonite Locks
• Microsoft iPod
• Prescott Affair
• Barry Scott affair
• Microsoft iPod link

• Positive
• Scoble Microsoft
• Snakes on Planes
• Boeing 777
• Guardian comment is free
• Telegraph PubCasts
• Diet Coke and Mentos

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4. Corporates are reaching the tipping point
along the technology adoption curve
How would you describe your approach to social
media (e.g. blogs, wikis and online communities)?
Already mainstream 12
Growing part of PR 25
Experimenting with it 27
Not investigated it 26
Not appropriate 10
Source Harvard PR. Sept 06
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4. Corporates are beyond the tipping point along
the technology adoption curve
How would you describe your approach to social
media (e.g. blogs, wikis and online communities)?
Already mainstream 12
Growing part of PR 25
Experimenting with it 27
Not investigated it 26
Not appropriate 10
Source Harvard PR. Sept 06
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Conclusion engage with Web 2.0

• A clear and present danger for some organisations
• An emerging threat for many more
• An opportunity for all

The future is here already. Its just not
evenly distributed yet William Gibson
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How to do Web 2.0 Map, Monitor Engage
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For my issue/client, in this citizen army of
bloggers, web sites, news channels, on-line
pundits etc. who are the most influential?
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Who do I need to monitor and understand?

• Whose voice gets heard?
• Who leads, where others follow?
• Who do I need to engage with?

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Who really matters?
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England World Cup 2006
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Action list for CSR Professionals

• Know who matters get WebMapping into your
  organisation
• Be part of Web 2.0
• Read the influential blogs (check your Wikipedia
  entry)
• Write (have a blogging strategy)
• Play (become an uploader not just a downloader)
• Map Monitor Engage

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Web 2.0 Safari Guide

• A blog reader
• www.bloglines.com
• A blog host
• www.typepad.com
• Definitive Web 2.0
• flickr.com Photos
• Wikipedia.com Encyclopaedia
• Youtube.com Videos
• Myspace.com Friends
• Digg.com News