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

2. 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
Copyright 2006 Neville Hobson & Shel Holtz -

3. 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
Copyright 2006 Neville Hobson & Shel Holtz -

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

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

6. 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
Copyright 2006 Neville Hobson & Shel Holtz -

7. 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
Copyright 2006 Neville Hobson & Shel Holtz -

8. “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
Copyright 2006 Neville Hobson & Shel Holtz -

9. 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
Copyright 2006 Neville Hobson & Shel Holtz -

10. 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…
Copyright 2006 Neville Hobson & Shel Holtz -

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

12. Podcasting 101 SHEL Example
Copyright 2006 Neville Hobson & Shel Holtz -

13. Podcasting 101 SHEL Example
Copyright 2006 Neville Hobson & Shel Holtz -

14. 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
Copyright 2006 Neville Hobson & Shel Holtz -

15. Podcasting 101
NEVILLE
Copyright 2006 Neville Hobson & Shel Holtz -

16. 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.
Copyright 2006 Neville Hobson & Shel Holtz -

17. 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
Copyright 2006 Neville Hobson & Shel Holtz -

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

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

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

21. 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
Copyright 2006 Neville Hobson & Shel Holtz -

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

23. 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).
Copyright 2006 Neville Hobson & Shel Holtz -

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

25. 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
Copyright 2006 Neville Hobson & Shel Holtz -

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

27. 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
Copyright 2006 Neville Hobson & Shel Holtz -

28. 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
Copyright 2006 Neville Hobson & Shel Holtz -

29. 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
Copyright 2006 Neville Hobson & Shel Holtz -

30. 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
Copyright 2006 Neville Hobson & Shel Holtz -

31. ‘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
Copyright 2006 Neville Hobson & Shel Holtz -

32. 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
Copyright 2006 Neville Hobson & Shel Holtz -

33. Podcasting 101
NEVILLE
Copyright 2006 Neville Hobson & Shel Holtz -

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

35. Podcasting 101
SHEL
Copyright 2006 Neville Hobson & Shel Holtz -

36. 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
Copyright 2006 Neville Hobson & Shel Holtz -

37. Conversation… Neville Hobson, ABC, and Shel Holtz, ABC
Podcasting 101
Conversation…
Neville Hobson, ABC, and Shel Holtz, ABC
‘For Immediate Release’ podcasts
Comment Line:
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.
Copyright 2006 Neville Hobson & Shel Holtz -