web : 2007

... web-video -- film

...

Slideshow transcript

Slide 1: Communicating on the Read-Write Web Shel Holtz, ABC PRSA Inland Empire 

Slide 2: Truths 

Slide 3: New media do not kill old media. 

Slide 4: The audience controls the message. 

Slide 5: Numbers don¡¦t matter. 

Slide 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."

Slide 7: Institutions must engage in the conversation. 

Slide 8: Institutions must cede control of the message in order to participate in the conversation. 

Slide 9: Low barriers to entry + Pervasive access + Growing broadband The Net's original promise = 

Slide 10: Whom do we trust? 

Slide 11: The Net's original promise + Shifts in trust + Demands for transparency Profound change = 

Slide 12: Th e Era of Social Com puting The social structure in which technology puts power in communities, not institutions 

Slide 13: Communication Choices 

Slide 14: Consumer Generated Content 

Slide 16: technorati? 
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 

Slide 18: Positive Citizen Marketing 

Slide 19: Negative Citizen Marketing 

Slide 20: Participating in the Conversation 

Slide 26: Attack of the blogs! (and podcasts and wikis) 

Slide 27: A Response Matrix : Do nothing 

Slide 29: A Response Matrix : Do nothing : Respond on initiating vehicle 

Slide 32: A Response Matrix : Do nothing : Respond on initiating vehicle
Respond on your blog 

Slide 34: A Re s pons e Ma trix : Do nothing : Respond on initiating vehicle :
Respond on your blog
Respond traditionally 

Slide 35: Starting the Conversation 

Slide 37: Let's go to a tea party 

Slide 38: Open Source Marketing 

Slide 40: A Review of Social Media Tools 

Slide 41: RSS : Make your content available :
Subscribe to content you want :
 Infrastructure :
 An attention device :
 Increasing adoption 

Slide 43: Blogs : Journals 
 Authentic human voices 
Targeted focus 
 Designed for conversation 

Slide 45: Podcasts -- Niche audio programming 
 Time-shifted
Subscribe : Listen while doing something else
Listen while away from the computer 
Build community 

Slide 49: Wikis Collaborative, editable web pages
Monitor your entries (e.g., Wikipedia) 
Give audiences a voice 

Slide 51: Social Networks : People find each other
Be part of the networks
Examples: LinkedIn
MySpace
Second Life 

Slide 54: Tagging & Edge Content
Make yourself findable
Contribute to the folksonomy
Examples: Flickr
YouTube
del.icio.us 

Slide 56: 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 

Slide 60: The New Media News Release
What you can do right now - 
Tags, links and assets
Optimize
Post and distribute 

Slide 61: Conversation : Shel Holtz, ABC Podcast: 

www.forimmediaterelease.biz 

Comment Line: +1 206 222 2803
Email: fircomments@gmail.com
Blog: blog.holtz.com
listen
Phone: 415.367.3820 to my podcast * Email: shel@holtz.com 

and watch my videocast 

This document is protected under a C reative C ommons Attribution-NonC ommercial-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).

-- hyperlinks ?!