next: not just the here and now

Neville Hobson, ABC

September 19, 2008

Not Just The Here And Now

“This session will explore how media and

communications are changing and provide

some blue sky thinking as to what the

future may hold.”

Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/

Web 1.0: focused on

a relatively small

number of

companies and

advertisers producing

content for users to

access

Web 1.0 also known

as the “brochure web”

Web 2.0 involves

the user: not only is

content often created

by users, but users

organize it, share it,

remix it, critique it,

update it, etc

“The user” is „people

like me‟

5

The social structure in which technology

puts power in the hands of individuals and

communities instead of institutions

The emergence of a

new digital

information commons

The reality of a global

economy

The appearance and

empowerment of

myriad new

stakeholders

1. Leadership in defining and instilling company values

2. Leadership in building and managing multi-stakeholder relationships

3. Leadership in enabling the enterprise with “new media” skills and tools

4. Leadership in building and managing trust, in all its dimensions

A leadership role for the Chief Communications

Officer:

1.3 million blog posts daily (18 per second)

100,000 new blogs daily (2 per second)

Blogosphere doubles every c. 230 days

More podcasts than global radio stations

Feedburner delivering over 44,000 podcast feeds

100 million MySpace users, 64 million

Facebook users,

9 million LinkedIn profiles

No longer just geeks in pyjamas

They don‟t trust company-speak They fast-forward their PVRs through the

interruptions They pull content that interests them They create their own content, original and

mashups They pay close attention to (and are

influenced by) word of mouth

Consumers, citizens and employees

have changed.

1. Channels have

fragmented

2. Sources of trust have

shifted

3. Social media have

arrived

4. The consumer is in

control (kind of)

5. Content creation and

distribution have

been democratized

Imperatives:

6. You must reach the

new influencers

7. Transparency is

required

8. Engage in the

conversation or fail

to communicate

1. Disruptive change

2. Opportunity

Whereare

your publics?

www.nevillehobson.com/2008/08/20/social-media-is-the-strategic-core-says-dell/

Public Relations

Personal Relationships

Listen to customers

The content is the asset

Social media is a strategic tool

1. Think about Personal Relationships

2. „Command and control‟ communication is

not effective

3. Embrace social media because you no

longer have a choice

4. Combine the new with the traditional

5. Listen

1. Channels have

fragmented

2. Sources of trust have

shifted

3. Social media have

arrived

4. The consumer is in

control (kind of)

5. Content creation and

distribution have

been democratized

Imperatives:

6. You must reach the

new influencers

7. Transparency is

required

8. Engage in the

conversation or fail

to communicate

connect

1. Leadership in defining and instilling company values

2. Leadership in building and managing multi-stakeholder relationships

3. Leadership in enabling the enterprise with “new media” skills and tools

4. Leadership in building and managing trust, in all its dimensions

A leadership role for the Chief Communications

Officer:

Phone: +44 7824 33 7000

Email: neville@nevillehobson.com

Blog: www.nevillehobson.com

Podcast: www.forimmediaterelease.biz

Twitter: twitter.com/jangles

Friendfeed: friendfeed.com/neville

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www.nevillehobson.com