Communicating on the Read-Write Web

Shel Holtz, ABC PRSA Inland Empire Communicating on the Read-Write Web

Truths

New media do not kill old media.

The audience controls the message.

Numbers don’t matter.

The long tail “We sold more books today that didn’t sell at all yesterday than we sold today of all the books that did sell yesterday.”

Institutions must engage in the conversation.

Institutions must cede control of the message in order to participate in the conversation.

Low barriers to entry

+ Pervasive access

+ Growing broadband

= The Net’s original promise

Whom do we trust?

We trust…

Each other

Independent subject matter experts

NGOs

We don’t trust…

Business

Government

Mainstream media

-- Edelman Trust Barometer “ A person like me” is the most credible spokesperson for companies

The Net’s original promise + Shifts in trust + Demands for transparency = Profound change

The Era of Social Computing The social structure in which technology puts power in communities, not institutions

Communication Choices

Consumer Generated Content

1.6 million posts per day (18.6 per second)

175,000 new blogs every day (2 every second)

Similar growth in other social media

Positive Citizen Marketing

Negative Citizen Marketing

Participating in the Conversation

Attack of the blogs! (and podcasts…and wikis…)

A Response Matrix

Do nothing

A Response Matrix

Do nothing

Respond on initiating vehicle

A Response Matrix

Do nothing

Respond on your blog

A Response Matrix

Do nothing

Respond on your blog

Respond traditionally

Starting the Conversation

Let’s go to a tea partay

Open Source Marketing

A Review of Social Media Tools

RSS

Make your content available

Subscribe to content you want

Infrastructure

An attention device

Increasing adoption

Blogs

Journals

Authentic human voices

Targeted focus

Designed for conversation

Podcasts

Niche audio programming

Time-shifted

Subscribe

Listen while doing something else

Listen while away from the computer

Build community

Wikis

Collaborative, editable web pages

Monitor your entries (e.g., Wikipedia)

Give audiences a voice

Social Networks

People find each other

Be part of the networks

Examples:

LinkedIn

MySpace

Second Life

Tagging & “Edge” Content

Make yourself findable

Contribute to the folksonomy

Examples:

Flickr

YouTube

del.icio.us

The New Media News Release

Rehabilitate the newsless news release

Fast access to usable content

Leverage all campaign-related assets

Encourage engagement and sharing

Serve media-enabled & niche audiences

The New Media News Release

What you can do right now

Tags, links and assets

Optimize

Post and distribute

Conversation…

Shel Holtz, ABC

Podcast: www.forimmediaterelease.biz

Comment Line: +1 206 222 2803

Email: fircomments@gmail.com

Blog: blog.holtz.com

Phone: 415.367.3820

Email: shel@holtz.com

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. … listen to my podcast… … and watch my videocast