Transcript The New Media Ecosystem

The New Media Ecosystem:
Conversations, Influence and You
Neville Hobson
www.nevon.net
Presentation
BBC / CiB / IABC UK
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
1.
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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