New media and the future of CR communication

Helping you thrive and survive in a changing communication world

Helping you thrive and survive in a changing communication world

New media and the future of CR communication

Have you ever…?

• Web 1.0 quiz– Read an e-mail– Sent an e-mail– Visited a web site– Googled for something– Bought on-line (eg

amazon)– Bid on-line (eg e-bay)– Sold on-line (eg e-bay)

But, have you ever…?

• Web 1.0 quiz– Read an e-mail– Sent an e-mail– Visited a web site– Googled for something– Bought on line (eg

amazon)– Bid on line (eg e-bay)– Sold on line (eg e-bay)

• Web 2.0 quiz– Read a blog– Posted to a blog– Set up own blog– Created a MySpace/Bebo

account– Downloaded from YouTube– Uploaded to YouTube– Read a “wiki”– Edited a “wiki”– Digged something

Anatomy of a blog

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Anatomy of a blog

Beware of Geeks bearing gifs

“Do not trust the horse, Trojans. Whatever it is, I fear the Greeks even when they bring gifts”

Virgil's Aeneid, Book 2, 19 BC

A tough fight for survival for over the last few years

But, we came through, the air has cleared, our perennial enemies - if not vanquished -

seem to have sailed off for the moment

But this new Web 2.0 phenomenon is sitting there, right outside our city…

Should we bring this whole blogging/social media thing in through the gates?

A gift from the gods? A major communication opportunity?

Or a trap?

So, is something happening here?

1. The numbers say this is big

• Recently there were 40 million blogs being tracked by Technorati

• The number of blogs has doubled at least every six months for the past couple of years.

• 80 million members of myspace.com

• IBM has over 3,000 internal bloggers

• There are about 45,000 podcasts you can subscribe to

Despite the “Hype Cycle” we need to respond to this

Visibility

TechTrigger

Peak of inflated expectation

Trough of Disillusionment

Citizen journo

Podcasts

RSS

Blogs

Wikis

Search Engine Opt.

Word of Mouth

Social networks

Webcasts

Instant messaging

email

database

newsgroup

Direct mail

PostPress confPhoneFax

Slope of enlightenment

Plateau of productivity

• "It is difficult, indeed dangerous, to underestimate

the huge changes this revolution will bring or the

power of developing technologies to build and

destroy - not just companies but whole countries."

• Rupert Murdoch

2. Experts see a “tipping point”

• “We don’t own the news anymore.”• Richard Sambrook

• Director, BBC Global News

2. Experts see a “tipping point”

As do the people formerly known as the audience

• http://www.youtube.com/watch?v=7xAA71Ssids

• The Day of the Long Tail?

3. Case studies are emerging

Negative• Kryptonite Locks• Microsoft iPod• Prescott Affair• Barry Scott affair• Microsoft iPod link

Positive• Scoble Microsoft• Snakes on Planes• Boeing 777• Guardian “comment is

free”• Telegraph PubCasts• Diet Coke and

Mentos

4. Corporates are reaching the tipping point along the “technology adoption curve”

“How would you describe your approach to social media (e.g. blogs, wikis and online communities)?”

“Already mainstream” 12%

“Growing part of PR” 25%

“Experimenting with it”27%

“Not investigated it” 26%

“Not appropriate” 10%

Source : Harvard PR. Sept 06

4. Corporates are beyond the tipping point along the “technology adoption curve”

“How would you describe your approach to social media (e.g. blogs, wikis and online communities)?”

“Already mainstream” 12%

“Growing part of PR” 25%

“Experimenting with it”27%

“Not investigated it” 26%

“Not appropriate” 10%

Source : Harvard PR. Sept 06

Conclusion : engage with Web 2.0

• A clear and present danger for some organisations

• An emerging threat for many more

• An opportunity for all

“The future is here already. It’s just not evenly distributed yet”

William Gibson

How to do Web 2.0 : Map, Monitor & Engage

“For my issue/client, in this citizen army of bloggers, web sites, news channels, on-line pundits etc. who are the most influential?”

“Who do I need to monitor and understand?”

• Whose voice gets heard? • Who leads, where others follow? • Who do I need to engage with?

“Who really matters?”

England World Cup 2006

Action list for CSR Professionals

• Know who matters : get WebMapping into your organisation

• Be part of Web 2.0 : – Read the influential blogs (check your Wikipedia entry)– Write (have a blogging strategy)– Play (become an uploader not just a downloader)

Map : Monitor : Engage

Web 2.0 Safari Guide

A blog readerwww.bloglines.com

A blog hostwww.typepad.com

Definitive Web 2.0flickr.com > PhotosWikipedia.com > EncyclopaediaYoutube.com > VideosMyspace.com > FriendsDigg.com > News