Communicating on the Read-Write Web


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A presentation on social media for the Inland Empire (California) chapter of the Public Relations Society of America

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  • I attended this presentation and it just rocked. Very informative, very relevant and even entertaining. High praises for Mr. Holtz's knowledge of the subject and media and for his work in enlightening the rest of us. Thank you!
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  • Communicating on the Read-Write Web

    1. 1. Shel Holtz, ABC PRSA Inland Empire Communicating on the Read-Write Web
    2. 2. Truths
    3. 3. New media do not kill old media.
    4. 4. The audience controls the message.
    5. 5. Numbers don’t matter.
    6. 6. 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.”
    7. 7. Institutions must engage in the conversation.
    8. 8. Institutions must cede control of the message in order to participate in the conversation.
    9. 9. <ul><li>Low barriers to entry </li></ul><ul><li>+ Pervasive access </li></ul><ul><li>+ Growing broadband </li></ul><ul><li>= The Net’s original promise </li></ul>
    10. 10. Whom do we trust? <ul><li>We trust… </li></ul><ul><li>Each other </li></ul><ul><li>Independent subject matter experts </li></ul><ul><li>NGOs </li></ul><ul><li>We don’t trust… </li></ul><ul><li>Business </li></ul><ul><li>Government </li></ul><ul><li>Mainstream media </li></ul>-- Edelman Trust Barometer “ A person like me” is the most credible spokesperson for companies
    11. 11. The Net’s original promise + Shifts in trust + Demands for transparency = Profound change
    12. 12. The Era of Social Computing The social structure in which technology puts power in communities, not institutions
    13. 13. Communication Choices
    14. 14. Consumer Generated Content
    15. 16. <ul><li>1.6 million posts per day (18.6 per second) </li></ul><ul><li>175,000 new blogs every day (2 every second) </li></ul><ul><li>Similar growth in other social media </li></ul>
    16. 18. Positive Citizen Marketing
    17. 19. Negative Citizen Marketing
    18. 20. Participating in the Conversation
    19. 26. Attack of the blogs! (and podcasts…and wikis…)
    20. 27. A Response Matrix <ul><li>Do nothing </li></ul>
    21. 29. A Response Matrix <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul>
    22. 32. A Response Matrix <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on your blog </li></ul>
    23. 34. A Response Matrix <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on your blog </li></ul><ul><li>Respond traditionally </li></ul>
    24. 35. Starting the Conversation
    25. 37. Let’s go to a tea partay
    26. 38. Open Source Marketing
    27. 40. A Review of Social Media Tools
    28. 41. RSS <ul><li>Make your content available </li></ul><ul><li>Subscribe to content you want </li></ul><ul><li>Infrastructure </li></ul><ul><li>An attention device </li></ul><ul><li>Increasing adoption </li></ul>
    29. 43. Blogs <ul><li>Journals </li></ul><ul><li>Authentic human voices </li></ul><ul><li>Targeted focus </li></ul><ul><li>Designed for conversation </li></ul>
    30. 45. Podcasts <ul><li>Niche audio programming </li></ul><ul><li>Time-shifted </li></ul><ul><li>Subscribe </li></ul><ul><li>Listen while doing something else </li></ul><ul><li>Listen while away from the computer </li></ul><ul><li>Build community </li></ul>
    31. 49. Wikis <ul><li>Collaborative, editable web pages </li></ul><ul><li>Monitor your entries (e.g., Wikipedia) </li></ul><ul><li>Give audiences a voice </li></ul>
    32. 51. Social Networks <ul><li>People find each other </li></ul><ul><li>Be part of the networks </li></ul><ul><li>Examples: </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Second Life </li></ul></ul>
    33. 54. Tagging & “Edge” Content <ul><li>Make yourself findable </li></ul><ul><li>Contribute to the folksonomy </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li> </li></ul></ul>
    34. 56. The New Media News Release <ul><li>Rehabilitate the newsless news release </li></ul><ul><li>Fast access to usable content </li></ul><ul><li>Leverage all campaign-related assets </li></ul><ul><li>Encourage engagement and sharing </li></ul><ul><li>Serve media-enabled & niche audiences </li></ul>
    35. 60. The New Media News Release <ul><li>What you can do right now </li></ul><ul><ul><li>Tags, links and assets </li></ul></ul><ul><ul><li>Optimize </li></ul></ul><ul><ul><li>Post and distribute </li></ul></ul>
    36. 61. Conversation… <ul><li>Shel Holtz, ABC </li></ul><ul><li>Podcast: </li></ul><ul><ul><li>Comment Line: +1 206 222 2803 </li></ul></ul><ul><ul><li>Email: </li></ul></ul><ul><li>Blog: </li></ul><ul><li>Phone: 415.367.3820 </li></ul><ul><li>Email: </li></ul>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 ( Used with permission. … listen to my podcast… … and watch my videocast