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 opinio...
“!”           Things that make you go hmmm…



Scoble:
The best way to understand a new media is to
compare it to what’s c...
“!”          Things that make you go hmmm…



Newspapers.          CDs.

Magazines.           DVDs.

Television.          ...
9                        1/9
                  can’t be changed.
The media before
A newspaper can’t magically change its s...
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 re...
9                          4/9

With “social media” you can look at my

archives and see all posts.
Try doing that with a
...
9                     5/9

                        mix media.
Here on my blog I can


                       text, audio, ...
9                          6/9
Here on my blog I don’t need to convince a

committeeto publish. Not true with other
media ...
9                             7/9

                  infinite.
Social media is


                                     YouT...
9                      8/9

                   syndicatable and
The new media is

linkable and easily reused.
Copy a sente...
9                                          9/9

                                 mashed up with data
The new media can be
...
RSS, XML, WTF?
Geek talk

    RSS = Really Simple Syndication

    XML = eXtensible Markup Language

    WTF = What The ...
“!”     Digital immigrant – digital native



“most important source of
news for all individuals
polled …less than 54 year...
online           Where are they going?
                                                    Hitwise

      google.com.au   ...
online              Who’s clicking who?
    Builders: news, travel, games


    Boomers: news, travel, games, blogs


  ...
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 ne...
online     What’s driving us?

 Fun and entertainment:
                     “seen it, done it,
                     smelt...
online       What’s driving us?

 Social connection:
                       myspace
                       web2.0
       ...
Web2.0   State of the Live Web

                        71 million blogs…
                        some of them
           ...
Web2.0   State of the Live Web

                        1.4 million posts
                        per day.

              ...
Web2.0   State of the Live Web

                        Q3 2006:
                        12 blogs in
                     ...
online              USA vs Australia

Per head of population:
    They create more blogs


    They maintain their person...
online                          Virtual worlds

    World of Warcraft:

    8.5m players / 100,000+ Australians
         ...
!@#!                Conclusions
    Web1.0 and Web2.0 – lines are blurring


    Authenticity is key

     ‘no spin’ pr...
“!”      Digital immigrant – digital native



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



Grabbing a piece of bread,
and on the point of placing
it in the toaster, h...
“!”    Digital immigrant – digital native




Mum, how do I put the
bread in:
landscape or portrait?
                     ...
Ark Group Social Media - June 2007
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Two-day training course run on behalf of Ark Group.

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Ark Group Social Media - June 2007

  1. 1. Advanced communication strategies and tools Lee Hopkins
  2. 2. G’day
  3. 3. It’s the dreaded “first” session...
  4. 4. Where if you are unlucky you get to ‘break the ice’
  5. 5. First.
  6. 6. But to help you, I’ll go first.
  7. 7. I’ll pick someone so you don’t have to volunteer.
  8. 8. I’m nice like that.
  9. 9. I don’t even know why I am here…
  10. 10. I’m not a traditional ‘training’ person.
  11. 11. I’m a ‘conversationalist’ …
  12. 12. …a Web2.0 evangelist.
  13. 13. I know how to start online conversations.
  14. 14. You will, too, by the end of tomorrow
  15. 15. Have any of you heard of MySpace?
  16. 16. You might be interested to watch this, then
  17. 17. Web2.0 What is ‘Social Media’? Definitions?
  18. 18. 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
  19. 19. “!” 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?
  20. 20. “!” Things that make you go hmmm… Newspapers. CDs. Magazines. DVDs. Television. A box of photos. Radio. Paper mail and catalogs. Books. Yellow Pages.
  21. 21. 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.
  22. 22. 9 2/9 interact with my blog. You can You can leave a comment. Call me an arsehole.
  23. 23. 9 3/9 popularityof You can get some sense of the my stuff in real time. •Digg •TechMeme •Wordpress stats
  24. 24. 9 4/9 With “social media” you can look at my archives and see all posts. Try doing that with a newspaper!
  25. 25. 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
  26. 26. 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,
  27. 27. 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,
  28. 28. 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.
  29. 29. 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/
  30. 30. 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!
  31. 31. “!” Digital immigrant – digital native “most important source of news for all individuals polled …less than 54 years of age” OPA, 2004
  32. 32. 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.
  33. 33. 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
  34. 34. online What’s driving us?  New and innovative: X & Y = insatiable desire for complex technology
  35. 35. online What’s driving us?  Life-enhancing: spirituality is an increasingly yearning ache
  36. 36. online What’s driving us?  Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know”
  37. 37. online What’s driving us?  Fun and entertainment: “seen it, done it, smelt the bullshit” keep it real and fun
  38. 38. online What’s driving us?  Social connection: myspace web2.0 virtual worlds
  39. 39. 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.
  40. 40. Web2.0 State of the Live Web 1.4 million posts per day. That's about 17 posts/second.
  41. 41. Web2.0 State of the Live Web Q3 2006: 12 blogs in Top 100. Q4 2006: 22 blogs in Top 100.
  42. 42. 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 
  43. 43. 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?)
  44. 44. !@#! 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
  45. 45. “!” Digital immigrant – digital native During breakfast the other day our six-year-old son Lachlan decided to make himself some toast...
  46. 46. “!” Digital immigrant – digital native Grabbing a piece of bread, and on the point of placing it in the toaster, he said to his mother,
  47. 47. “!” Digital immigrant – digital native Mum, how do I put the bread in: landscape or portrait? Sydney Morning Herald 2006, 11 May, p.24

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