Transcript The New Media Ecosystem

Join the Virtual Revolution
Ben Hunt, Editor of FT Digital Business (Host)
Neville Hobson, Accredited Business Communicator
Neil McIntosh, Assistant Editor of Guardian Unlimited
Euan Semple, BBC Director of KM Solutions
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The New Media Ecosystem
Neville Hobson
Accredited Business Communicator
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The New Media Ecosystem:
Conversations, Influence and You
Neville Hobson
www.nevon.net
3 November 2005
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What Do You Know?
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The New Media Ecosystem
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The new water cooler
“Social software”
Informal networks
Conversational media
Online diaries
Personal expression engines
When you want,
where you want,
on your terms
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The New Media Ecosystem
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Blogs
Wikis
RSS
Podcasts
Videocasts / Vlogs
Moblogs
MMS
Tools that facilitate:
■ Communication
■ Engagement
■ Transparency
■ Trust
Tool that are:
■ Complementary to traditional
communication activities
■ Used by organizations who
recognize the social
characteristics of effective
communication
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The Old World
Influencers
Potential Employees
Investors
Customers
Employees
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
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The New World
Influencers
Potential Employees
Investors
Customers
Employees
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
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What Defines a Blog?
A website with:
■ Chronologically-ordered
content, originated by
author(s) for others to
comment on
■ Personality
■ Commenting
■ Trackbacks (links to
other blog posts)
■ Distribution – RSS
webfeed
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What Defines a Wiki?
Like a blog, but:
■ A ‘collaborative website’
■ Anyone can add/edit any
content
■ Track all edits and
revisions
■ No other software needed
to do this, just a browser
■ Distribution – RSS
webfeed
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The Blogosphere: October 2005
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19+ million blogs (English language)
70,000 new blogs every day
700,000 - 1.3 million posts every day
1 new blog created every second
of every day
9+ posts every second of every day
Doubles
every
five
months
The negative:
■ 2% - 8% of new blogs per day are
fake or spam blogs
■ 5.8% of posts per day (c. 50,000) are from
fake or spam blogs
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Podcasts – The Influence of Voice
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Digital audio file, typically MP3
“Radio show” format
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Delivered via RSS
Auto-sync with portable digital
player
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Time-shifted – listen when you
want
Detach and go – listen where
you want
Listen to it using a media player
on your PC
Wide appeal kicks off in June
2005 – Apple adds podcast
support to iTunes
Going mainstream – Yahoo!
Podcasts in October 2005
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Who’s Podcasting…?
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Growth Drivers
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2.
3.
4.
It’s
It’s
It’s
It’s
easy
inexpensive
portable
available
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If You Don’t Pay Attention…
And if you do…
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Get It Right
“
Our only goal was to engage the
public regarding our products
and services. The blog has
become an important unfiltered
voice for the company, our
customers and auto enthusiasts
… We're learning on the run, but
now we have an unfiltered voice,
a direct line of communication. It
has become indispensable.
”
Bob Lutz
Vice Chairman
General Motors
April 2005
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Why Blog?
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Build a genuine community
Personalize your customer relationships
Thought leadership in your industry/profession
Make knowledge management easier
Test new product ideas
Improve search engine rankings
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Why Podcast?
■ Complementary extension of existing communication
and marketing activities
■ An appropriate channel to market
■ Reach niche audiences otherwise (financially)
unreachable
■ Attract new, younger customers
■ Create buzz, build viral marketing effect
■ Be perceived to be at the leading edge
■ Be the first to market with a cool new medium
■ …
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What The New Media Ecosystem Is Not
■ A replacement for press releases, brochures,
bulletin boards/email lists, public websites or
intranets
> But blogs can be replacements for static websites or
brochureware sites
■ A substitute for traditional communication tools and
channels
■ A surrogate for face-to-face communication
■ The answer to all your communication prayers
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What The New Media Ecosystem Is
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A giant global focus group
A tool to engage with your
publics
A dynamic, complementary
communication channel
Create connections, develop
influence
Empowerment for your
employees
Empowerment for all your
publics
Build genuine community
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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
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Conversation…
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Neville Hobson, ABC
Amsterdam
www.nevon.net
+31 629 323 282
+44 20 7558 8222
+1 202 470 2425
nevonskype
[email protected]
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Blogs
Neil McIntosh
Assistant Editor, Guardian Unlimited
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Once, things were simple
■ Media delivered by us,
to them. By him (left).
■ “Them” didn’t answer
back.
■ Except in the letters
page, or on Points of
View.
■ We didn’t care about
that.
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Then the web arrived
■ You could create a web page and the world could read
your thoughts
■ Let’s all build a home page!
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Except…
■ Creating a web page was hard
■ People who built web pages tended to be better at
writing code than writing interesting prose, and got
bored quickly.
■ The pages, dull already, became static for month after
month.
■ So the world wasn’t very interested.
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Then blogs arrived. Hurrah!
■ Blogs democratised web publishing by making it easy
to get your stuff online.
■ They made the content matter more than the code.
■ Lots more interesting people could write their
thoughts without worrying about < >, FTP, http and
href
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How to write a blog post
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Clicking “save” produces this
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What’s the impact of blogs?
■ For online information, the barriers to entry for
producers have been demolished
■ Blogs are springing up in areas badly served by
traditional media…
■ or are now attacking traditional media for bias, or
getting things wrong.
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Case study: CBS, and Dan Rather
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One of the fake documents
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The Guardian 9/3/5
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Case study: Kryptonite locks
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Source: echoditto.com
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Citizen journalism
■ Mostly hype, especially in the UK
■ Some relevance in the United States
■ But… everything we’ve seen already today contributes
to the idea of citizen journalism
■ We still need to encourage our readers to
communicate with us, because they can help us make
better decisions and products
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Case study: ivebeenthere.co.uk
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Conclusions
■ New technology makes it easier for media consumers
to become media producers
■ This infinitely expands the media universe
■ In this universe, to be heard, we have to listen.
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[email protected]
Guardian Unlimited blogs:
blogs.guardian.co.uk
My blog: completetosh.com
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Social computing at the BBC
Euan Semple
Director of Knowledge Management
Solutions, BBC
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Folksonomies
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