Advanced communication strategies and tools
Lee Hopkins

G’day

It’s the dreaded
“first” session...

Where if you are
unlucky you get
to ‘break the ice’

First.

But to help you,
I’ll go first.

I’ll pick someone
so you don’t have
to volunteer.

I’m nice like that.

I don’t even
know why I
am here…

I’m not a
traditional
‘training’ person.

I’m a
‘conversationalist’
…

…a Web2.0
evangelist.

I know how to
start online
conversations.

You will, too,
by the end of
tomorrow

Have any of
you heard of
MySpace?

You might be
interested to
watch this, then

Web2.0 What is ‘Social Media’?
Definitions?

Web2.0 What is ‘Social Media’?
Wikipedia:
the online technologies and practices that people
share opinions, insights,
use to
experiences, and perspectives with
each other

“!” Things that make you go hmmm…
Scoble:
The best way to understand a new media is to
compare it to what’s come before. So, what kind
of media do you have
lying around your house?

“!” Things that make you go hmmm…
Newspapers. CDs.
Magazines. DVDs.
Television. A box of photos.
Radio. Paper mail and catalogs.
Books. Yellow Pages.

9 1/9
can’t be changed.
The media before
A newspaper can’t magically change its stories,
even if society decides something in them is
incorrect.
updated for all readers
My blog can be
nearly instantly if someone
demonstrates that I was wrong on a post.

9 2/9
interact with my blog.
You can
You can leave a comment.
Call me an arsehole.

9 3/9
popularityof
You can get some sense of the
my stuff in real time.
•Digg
•TechMeme
•Wordpress stats

9 4/9
With “social media” you can look at my
archives and see all posts.
Try doing that with a
newspaper!

9 5/9
mix media.
Here on my blog I can
text, audio, video,
A post could contain
photos. Not so on newspaper or magazines
or

9 6/9
Here on my blog I don’t need to convince a
committeeto publish. Not true with other
media forms.
Imagine you walked into CNN and said “hey, I have some
can you publish it?”
cool video,

9 7/9
infinite.
Social media is
YouTube
There are more videos published on
per day than all the networks combined can publish.
40,000
Try to convince a newspaper to publish a
500articles on the same topic.
word article, or,

9 8/9
syndicatable and
The new media is
linkable and easily reused.
Copy a sentence out of my post, paste it into
your own blog, and say something
about what I just said.

9 9/9
mashed up with data
The new media can be
from other services.
Amazon Widgets
Adverts Uncontrolled
http://scobleizer.com/2007/02/16/what-is-social-media/

RSS, XML, WTF?
Geek talk
RSS = Really Simple Syndication

XML = eXtensible Markup Language

WTF = What The F@#K?

The terms and letters are
not important!

“!” Digital immigrant – digital native
“most important source of
news for all individuals
polled …less than 54 years
of age”
OPA, 2004

online Where are they going?
Hitwise
google.com.au youtube.com March 2007
1. 11.
google.com bom.gov.au
2. 12.
hotmail.com yahoo.com
3. 13.
ninemsn.com.au mail.yahoo.com.au
4. 14.
myspace.com images.google.com.au
5. 15.
ebay.com.au netbank.commbank.com.au
6. 16.
au.yahoo.com gmail.com
7. 17.
mail.myspace.com mail.yahoo.com
8. 18.
wikipedia.org smh.com.au
9. 19.
msn.com news.ninemsn.com.au
10. 20.

online Who’s clicking who?
Builders: news, travel, games

Boomers: news, travel, games, blogs

Gen X: news, im, blogs (r), downloads

Gen Y:

news, im, txt, blogs (r+w), downloads, games
Gen Z:

txt, im, news, blogs (r+w), downloads, games

online What’s driving us?
 New and
innovative:
X & Y = insatiable
desire for complex
technology

online What’s driving us?
 Life-enhancing:
spirituality is an increasingly yearning ache

online What’s driving us?
 Cool and socially desirable:
Louis Armstrong:
“if you have to
ask, you’ll never
know”

online What’s driving us?
 Fun and entertainment:
“seen it, done it,
smelt the
bullshit”
keep it real
and fun

online What’s driving us?
 Social connection:
myspace
web2.0
virtual worlds

Web2.0 State of the Live Web
71 million blogs…
some of them
have to be good.
120,000 new
weblogs being
created each day.
That's about
1.4 blogs/second.

Web2.0 State of the Live Web
1.4 million posts
per day.
That's about
17 posts/second.

Web2.0 State of the Live Web
Q3 2006:
12 blogs in
Top 100.
Q4 2006:
22 blogs in
Top 100.

online USA vs Australia
Per head of population:
They create more blogs

They maintain their personal web1.0 more

We add more content to web2.0

We share more content – videos, photos


online Virtual worlds
World of Warcraft:

8.5m players / 100,000+ Australians
Age range % Gen
Second Life:

13-17 (teen grid) 1.04 Z
3.1m residents / 75,000 18-24 25.74 Y
Average age = 30 25-34 38.46 X
52 : 12 35-44 22.2 X
1.48% - 2.43% 45+ 12.56 B+B
(the Telstra/ABC factor?)

!@#! Conclusions
Web1.0 and Web2.0 – lines are blurring

Authenticity is key

 ‘no spin’ pr
 no astroturfing
3D virtual worlds are the future

 bandwidth
 technology

“!” Digital immigrant – digital native
During breakfast the other
day our six-year-old son
Lachlan decided to make
himself some toast...

“!” Digital immigrant – digital native
Grabbing a piece of bread,
and on the point of placing
it in the toaster, he said to
his mother,

“!” Digital immigrant – digital native
Mum, how do I put the
bread in:
landscape or portrait?
Sydney Morning Herald 2006, 11 May, p.24