1. 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
Presentation
BBC / CiB / IABC UK
3 November 2005
© 2005 Neville Hobson. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs License.

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

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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.

11. 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, 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.

12. 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.

13. 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.

14. 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.

15. 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.

16. 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 ”

17. 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.

18. 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.

19. 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/ 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.

20. 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

21. 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.

22. Conversation… Neville Hobson, ABC Amsterdam www.nevon.net
nevonskype
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