next: not just the here and now
DESCRIPTION
Presentation used at CIPR Masterclass, Sept 19, 2008, as focal point for conversation.TRANSCRIPT
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: [email protected]
Blog: www.nevillehobson.com
Podcast: www.forimmediaterelease.biz
Twitter: twitter.com/jangles
Friendfeed: friendfeed.com/neville
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www.nevillehobson.com