Abcs Of Social-media
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The ABC’s of Social Media: Communicating on the Read/Write Web SHEL HOLTZ, ABC blogger, “a shel of my former self” podcast co-host, “For Immediate Release” IABC Teleseminar July 13, 2006
The Seismic Shifts 2
Web 2.0 – the evolution from read-only to
read/write Anyone with a point of view can talk to the world
Text Audio Video
Disrupting traditional businesses and models New companies, new ideas appearing to leverage the
shifts
Truths 3
New media do not replace old media Markets are conversations The audience controls the message Numbers don’t matter
The Long Tail 4
“We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.”
Participation 5
Institutions must cede control of the message in order to participate in the conversation.
Forces of Change: Equation #1 6
Low barriers to entry + Pervasive access + Growing broadband + Attention devices (RSS) = The Net’s original promise
Forces of Change: Equation #2 7
The Net’s original promise + Shifts in trust + Demands for transparency = Tectonic change
Who Do We Trust? 8
We trust… Each other Independent subject matter experts NGOs We don’t trust… Business Government Mainstream media
“Person like y ourself or y our peer” is seen as the m ost credible spokesperson about a com pany and am ong the top three spokespeople in ev ery country surv ey ed. – 2006 Annual Edelman Trust Barometer
The Era of Social Computing 9
The social structure in which technology puts power in communities, not institutions.
The First Rumblings of Tectonic Change 10
Social communication tools Weblogs Podcasts Internet telephony Mobile/text/video Virtual communities My Space Second Life
A Person Like Me… 11
w w w .forim m ediaterelease.biz
Participate in the Conversation 15
Facilitate the Conversation: Build Community 21
w w w .forim m ediaterelease.biz
22
The Wisdom of Crowds 23
w w w .forim m ediaterelease.biz
w w w .forim m ediaterelease.biz
Monitoring the read/write web 30
A range of free tools BlogPulse Technorati Alexa Feedburner Fee-based services What to monitor Inbound links/connections Conversation (tone, side-by-side comparisons) Potential impact on reputation
Communication Choices 31
Engage and Participate
vs.
Transmit
Advocate
vs.
Preach
Influence and Persuade
vs.
Command and Control
Informal and Conversational
vs.
Formal and Instructive
Build Community
vs.
Tell Your Audience
Case Study: The Hobson & Holtz Report 32
Started January 2005 First podcast in the
communication profession Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) 70-90 mins, twice weekly, Monday and Thursday, recorded via Skype Global audience Local reporters Building community
Why Podcast? 33
Low barriers to entry Anybody can do it A growing audience 10 million and counting Niche audiences You can listen while doing something else
It’s About Community 34
Gl obal di stri bu ti on : FIR l i sten ers 31/5/06 h ttp://www.frappr.com /fi r
Involve listeners Listen to them Encourage listeners Address their needs Engage
w w w .forim m ediaterelease.biz
Let’s Listen… 36
But wait…there’s more 37
Citizen journalism Citizen marketing Open source marketing Microformats and “edge” communication AJAX
Conversation… 38 Shel Holtz, ABC
Web: www.holtz.com Email: [email protected] Phone: 415.367.3820
Podcast: For Immediate Release
co-hosted with Neville Hobson, ABC www.forimmediaterelease.biz Blog: a shel of my former self blog.holtz.com
…listen to my podcast… 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 cartoon by Hugh MacLeod (gapingvoid.com). Used with permission.
…and watch my videocast
The Seismic Shifts 2
Web 2.0 – the evolution from read-only to
read/write Anyone with a point of view can talk to the world
Text Audio Video
Disrupting traditional businesses and models New companies, new ideas appearing to leverage the
shifts
Truths 3
New media do not replace old media Markets are conversations The audience controls the message Numbers don’t matter
The Long Tail 4
“We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.”
Participation 5
Institutions must cede control of the message in order to participate in the conversation.
Forces of Change: Equation #1 6
Low barriers to entry + Pervasive access + Growing broadband + Attention devices (RSS) = The Net’s original promise
Forces of Change: Equation #2 7
The Net’s original promise + Shifts in trust + Demands for transparency = Tectonic change
Who Do We Trust? 8
We trust… Each other Independent subject matter experts NGOs We don’t trust… Business Government Mainstream media
“Person like y ourself or y our peer” is seen as the m ost credible spokesperson about a com pany and am ong the top three spokespeople in ev ery country surv ey ed. – 2006 Annual Edelman Trust Barometer
The Era of Social Computing 9
The social structure in which technology puts power in communities, not institutions.
The First Rumblings of Tectonic Change 10
Social communication tools Weblogs Podcasts Internet telephony Mobile/text/video Virtual communities My Space Second Life
A Person Like Me… 11
w w w .forim m ediaterelease.biz
Participate in the Conversation 15
Facilitate the Conversation: Build Community 21
w w w .forim m ediaterelease.biz
22
The Wisdom of Crowds 23
w w w .forim m ediaterelease.biz
w w w .forim m ediaterelease.biz
Monitoring the read/write web 30
A range of free tools BlogPulse Technorati Alexa Feedburner Fee-based services What to monitor Inbound links/connections Conversation (tone, side-by-side comparisons) Potential impact on reputation
Communication Choices 31
Engage and Participate
vs.
Transmit
Advocate
vs.
Preach
Influence and Persuade
vs.
Command and Control
Informal and Conversational
vs.
Formal and Instructive
Build Community
vs.
Tell Your Audience
Case Study: The Hobson & Holtz Report 32
Started January 2005 First podcast in the
communication profession Co-hosts: Neville Hobson (Amsterdam) and Shel Holtz (California) 70-90 mins, twice weekly, Monday and Thursday, recorded via Skype Global audience Local reporters Building community
Why Podcast? 33
Low barriers to entry Anybody can do it A growing audience 10 million and counting Niche audiences You can listen while doing something else
It’s About Community 34
Gl obal di stri bu ti on : FIR l i sten ers 31/5/06 h ttp://www.frappr.com /fi r
Involve listeners Listen to them Encourage listeners Address their needs Engage
w w w .forim m ediaterelease.biz
Let’s Listen… 36
But wait…there’s more 37
Citizen journalism Citizen marketing Open source marketing Microformats and “edge” communication AJAX
Conversation… 38 Shel Holtz, ABC
Web: www.holtz.com Email: [email protected] Phone: 415.367.3820
Podcast: For Immediate Release
co-hosted with Neville Hobson, ABC www.forimmediaterelease.biz Blog: a shel of my former self blog.holtz.com
…listen to my podcast… 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 cartoon by Hugh MacLeod (gapingvoid.com). Used with permission.
…and watch my videocast
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