The New Media Ecosystem: Conversations, Influence and You FEIEA Brussels, 20/10/05 - 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem What Do You Know? http://blogs.guardian.co.uk/news/ http://www.avenirdelasante.fr/ http://www.labour.org.uk/tonyblair http://www.bloglines.com/ http://www.newsgator.com/ http://www.yahoo.com/ http://www.feedburner.com/ http://fastlane.gmblogs.com/ http://www.butlersheetmetal.com/tinbasherblog/ http://h20276.www2.hp.com/blogs/index.jsp http://purina.com/downloads/PodcastFaq.aspx http://www.englishcut.com/ http://blogs.warwick.ac.uk/ http://www.wikipedia.org/ http://www.sap.com/community/pub/blogs.epx http://news.bbc.co.uk/2/hi/help/3223484.stm http://www.podcastalley.com/ http://www.thenewpr.com/wiki/pmwiki.php/Main/HomePage http://www.vespaway.com/ © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

The New Media Ecosystem FEIEA Brussels, 20/10/05 - The New Media Ecosystem The New Media Ecosystem The new water cooler “Social software” Informal networks Conversational media Online diaries Personal expression engines When you want, where you want, on your terms © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

The New Media Ecosystem FEIEA Brussels, 20/10/05 - The New Media Ecosystem The New Media Ecosystem 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem The Old World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem The New World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

The Blogosphere: October 2005 FEIEA Brussels, 20/10/05 - The New Media Ecosystem The Blogosphere: October 2005 Doubles every five months 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 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

Podcasts – The Influence of Voice FEIEA Brussels, 20/10/05 - The New Media Ecosystem Podcasts – The Influence of Voice Digital audio file, typically MP3 “Radio show” format Time-shifted – listen when you want Delivered via RSS Auto-sync with portable digital player 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem Who’s Podcasting…? © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem Growth Drivers It’s easy It’s inexpensive It’s portable It’s available © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

If You Don’t Pay Attention… FEIEA Brussels, 20/10/05 - The New Media Ecosystem If You Don’t Pay Attention… And if you do… © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

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 ”

FEIEA Brussels, 20/10/05 - The New Media Ecosystem Why Blog? 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 … © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

FEIEA Brussels, 20/10/05 - The New Media Ecosystem 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 … © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

What The New Media Ecosystem Is Not FEIEA Brussels, 20/10/05 - The New Media Ecosystem 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 © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

What The New Media Ecosystem Is 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

Communication Choices FEIEA Brussels, 20/10/05 - The New Media Ecosystem Communication Choices Engage and Participate vs. Transmit Advocate Preach Influence and Persuade Command and Control Informal and Conversational Formal and Instructive Build Community Tell Your Audience © 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

Conversation… Neville Hobson, ABC Amsterdam www.nevon.net +31 629 323 282 +44 20 7558 8222 +1 202 470 2425 nevonskype neville.hobson@gmail.com Copyright in 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. Details: http://creativecommons.org/licenses/by-nc-nd/2.5/.