1 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 Join the Virtual Revolution

2 The New Media Ecosystem Neville Hobson Accredited Business Communicator

3 The New Media Ecosystem: Conversations, Influence and You Neville Hobson 3 November 2005

4 What Do You Know?

5 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

6 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

7 The Old World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

8 The New World Investors Customers Prospects Press/Analysts Partners Employees Potential Employees InfluencersMESSAGES Competitors

9 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

10 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

11

12

13 The Blogosphere: October 2005 ■ 19+ million blogs (English language) ■ 70,000 new blogs every day ■ 700, 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 Doubles every five months

14 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

15 Who’s Podcasting…?

16 Growth Drivers 1.It’s easy 2.It’s inexpensive 3.It’s portable 4.It’s available

17 If You Don’t Pay Attention… And if you do…

18 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 “ ”

19 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 ■ …

20 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 ■ …

21 What The New Media Ecosystem Is Not ■ A replacement for press releases, brochures, bulletin boards/ 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

22 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

23 Communication Choices Engage and Participatevs.Transmit Advocatevs.Preach Influence and Persuadevs.Command and Control Informal and Conversationalvs.Formal and Instructive Build Communityvs.Tell Your Audience

24 Conversation… ■ Neville Hobson, ABC Amsterdam ■ ■ nevonskype ■ 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:

25 Blogs Neil McIntosh Assistant Editor, Guardian Unlimited

26

27 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.

28 Then the web arrived ■ You could create a web page and the world could read your thoughts ■ Let’s all build a home page!

29 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.

30 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

31

32 How to write a blog post

33 Clicking “save” produces this

34 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.

35

36 Case study: CBS, and Dan Rather

37 One of the fake documents

38 The Guardian 9/3/5

39 Case study: Kryptonite locks

40 Source: echoditto.com

41 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

42 Case study: ivebeenthere.co.uk

43 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.

44 Guardian Unlimited blogs: blogs.guardian.co.uk My blog: completetosh.com

45 Social computing at the BBC Euan Semple Director of Knowledge Management Solutions, BBC

46

47

48

49

50

51

52

53

54

55

56

57

58 Folksonomies