Communicating on the Read-Write Web Podcasting 101 Communicating on the Read-Write Web Shel Holtz, ABC and Neville Hobson, ABC ‘For Immediate Release’ www.forimmediaterelease.biz IAOC / PRSA March 24, 2006 Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Relentless Advances Within 5 years Podcasting 101 Within 5 years Relentless Advances 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 NEVILLE Set the stage Source: ‘Technology Timeline’ BTExact Technologies www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Truths New media do not replace old media Markets are conversations Podcasting 101 Truths New media do not replace old media Markets are conversations The audience controls the message Numbers don’t matter SHEL Establish boundaries www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

The long tail Podcasting 101 SHEL Follow-on to previous slide www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 Institutions must cede control of the message in order to participate in the conversation. SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Forces of change: Equation #1 Podcasting 101 Forces of change: Equation #1 Low barriers to entry + Pervasive access + Growing broadband = The Net’s original promise SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Forces of change: Equation #2 Podcasting 101 Forces of change: Equation #2 The Net’s original promise + Shifts in trust + Demands for transparency = Tectonic change SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

“A person like me” is the most credible spokesperson for companies Podcasting 101 Whom do we trust? We trust… Each other Independent subject matter experts NGOs We don’t trust… Business Government Mainstream media NEVILLE “A person like me” is the most credible spokesperson for companies -- Edelman Trust Barometer www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

The era of social computing Podcasting 101 The era of social computing The social structure in which technology puts power in communities, not institutions NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

The first rumblings of tectonic change Podcasting 101 The first rumblings of tectonic change Social communication tools Weblogs Podcasts Internet telephony Mobile/text/video Virtual communities My Space Second Life NEVILLE Ask who uses any of these and why… www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

A person like me… Podcasting 101 SHEL Employees’ blogs as touchpoints for customers, establish transparency and credibility www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 SHEL Example www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 SHEL Example www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Participate in the conversation Podcasting 101 Participate in the conversation NEVILLE Example of leading the conversation Ask who’s left comments on blogs -- and why www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Example of participating in an existing conversation Podcasting 101 SHEL Example of participating in an existing conversation Ask how audience might react to a statement like this. www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Facilitate the conversation …build community Podcasting 101 Facilitate the conversation …build community SHEL Building a community around a target audience This example might have been done by Purina or PetSmart -- but wasn’t www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 SHEL This example IS of a company that took the initiative to build the community www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

The wisdom of crowds Podcasting 101 NEVILLE Community prioritization -- might include how companies can use Del.icio.us www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Continuation of previous slide Podcasting 101 NEVILLE Continuation of previous slide www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

PRWeb also includes del.icio.us Podcasting 101 NEVILLE traditional media becoming two-way, as evidenced by PRNewswire adding del.icio.us tags… PRWeb also includes del.icio.us www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Digg lets audiences rank importance of articles Podcasting 101 SHEL Digg lets audiences rank importance of articles www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 SHEL Other services rely on audiences for rankings or content: includes news ranking by inbound links (memeorandum), file sharing (flickr and youtube), community knowledge sharing (wikipedia), open-source marketing (adcandy) and citizen journalism (backfence). www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Impacts Personal relationships Business relationships The workplace Podcasting 101 Impacts Personal relationships Business relationships The workplace SHEL Where these tectonic changes have impact www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Personal Getting to know people – before you meet them Podcasting 101 Personal Getting to know people – before you meet them Creating virtual relationships The doppel-gänger lifestyle NEVILLE Ask for examples of personal relationships first established online www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Business New forms of trust The virtual extension Podcasting 101 NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

The Workplace Disruptive technologies They herald change Podcasting 101 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 SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Communication Choices Podcasting 101 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 NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

A Case Study: The Hobson & Holtz Report Podcasting 101 A Case Study: The Hobson & Holtz Report Started 3 January 2005 First podcast in the communication profession Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) 60-90 mins, twice weekly, Monday and Thursday, recorded via Skype Average per-show downloads: 565 Global audience Primary: USA, Canada, UK, Netherlands, Australia Building community 3 on-the-ground correspondents SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Why podcast? Low barriers to entry (anybody can do it) Podcasting 101 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 SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

‘For Immediate Release’ Series Podcasting 101 ‘For Immediate Release’ Series The Hobson & Holtz Report twice-weekly show Interviews with newsmakers and influencers from the online technology and organizational communication worlds Book Reviews aligned with our theme of PR/communications and the online world Speakers and Speeches - podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Building Community Involve listeners Encourage listeners Podcasting 101 Building Community Involve listeners Encourage listeners Address their needs Engage NEVILLE Global distribution: FIR listeners March 23, 2006 http://www.frappr.com/fir www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 NEVILLE www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Let’s listen… Podcasting 101 www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Podcasting 101 SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Keeping up Attention: The scarcest resource Strategize Engage Podcasting 101 Keeping up Attention: The scarcest resource Focus and refine your attention RSS: The attention device Strategize It’s still business communication: What will achieve desired outcomes? Engage Audience appetite is focused SHEL www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz

Conversation… Neville Hobson, ABC, and Shel Holtz, ABC Podcasting 101 Conversation… Neville Hobson, ABC, and Shel Holtz, ABC ‘For Immediate Release’ podcasts www.forimmediaterelease.biz Comment Line: +1 206 222 2803 Email: fircomments@gmail.com SHEL …listen to my podcast… …and watch my videocast 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 cartoons by Hugh MacLeod (gapingvoid.com). Used with permission. www.forimmediaterelease.biz Copyright 2006 Neville Hobson & Shel Holtz - www.forimmediaterelease.biz