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Advanced communication strategies and tools
Lee Hopkins
G’day
It’s the dreaded“first” session...
Where if you areunlucky you getto ‘break the ice’
First.
But to help you,I’ll go first.
I’ll pick someoneso you don’t haveto volunteer.
I’m nice like that.
I don’t even know why Iam here…
I’m not atraditional‘training’ person.
I’m a‘conversationalist’…
…a Web2.0evangelist.
I know how tostart onlineconversations.
You will, too, by the end of tomorrow
Have any of you heard of MySpace?
You might beinterested towatch this, then
Web2.0 What is ‘Social Media’?
Definitions?
Web2.0 What is ‘Social Media’?
Wikipedia:
the online technologies and practices that people
use to share opinions, insights,
experiences, and perspectives with each other
“ ! ”
Scoble:The best way to understand a new media is to
compare it to what’s come before. So, what kind
of media do you have
lying around your house?
Things that make you go hmmm…
“ ! ”
Newspapers.
Magazines.
Television.
Radio.
Books.
CDs.
DVDs.
A box of photos.
Paper mail and catalogs.
Yellow Pages.
Things that make you go hmmm…
9 1 / 9
The media before can’t be changed.
A newspaper can’t magically change its stories, even if society decides something in them is incorrect.
My blog can be updated for all readers
nearly instantly if someone
demonstrates that I was wrong on a post.
9 2 / 9
You can interact with my blog.
You can leave a comment.
Call me an arsehole.
9 3 / 9
You can get some sense of the popularity of
my stuff in real time.
•Digg
•TechMeme
•Wordpress stats
9 4 / 9
With “social media” you can look at my
archives and see all posts.
Try doing that with a newspaper!
9 5 / 9
Here on my blog I can mix media.
A post could contain text, audio, video,
or photos. Not so on newspaper or magazines
9 6 / 9
Here on my blog I don’t need to convince a
committee to publish. Not true with other
media forms.
Imagine you walked into CNN and said “hey, I have some
cool video, can you publish it?”
9 7 / 9
Social media is infinite.
There are more videos published on YouTubeper day than all the networks combined can publish.
Try to convince a newspaper to publish a 40,000word article, or, 500 articles on the same topic.
9 8 / 9
The new media is syndicatable and
linkable and easily reused.
Copy a sentence out of my post, paste it into
your own blog, and say something about what I just said.
9 9 / 9
The new media can be mashed up with data
from other services.
Amazon Widgets Adverts Uncontrolled
http://scobleizer.com/2007/02/16/what-is-social-media/
Geek talk
RSS = Really Simple Syndication XML = eXtensible Markup Language WTF = What The F@#K?
The terms and letters are not important!
RSS, XML, WTF?
“ ! ”
“most important source of
news for all individuals
polled …less than 54 years
of age”
Digital immigrant – digital native
OPA, 2004
online Where are they going?
1. google.com.au 2. google.com 3. hotmail.com 4. ninemsn.com.au 5. myspace.com 6. ebay.com.au 7. au.yahoo.com 8. mail.myspace.com 9. wikipedia.org 10. msn.com
11. youtube.com 12. bom.gov.au 13. yahoo.com 14. mail.yahoo.com.au 15. images.google.com.au 16. netbank.commbank.com.au
17. gmail.com 18. mail.yahoo.com 19. smh.com.au 20. news.ninemsn.com.au
HitwiseMarch 2007
online Who’s clicking who?
Builders: news, travel, games
Boomers: news, travel, games, blogs
Gen X: news, im, blogs (r), downloads
Gen Y: news, im, txt, blogs (r+w), downloads, games
Gen Z: txt, im, news, blogs (r+w), downloads, games
online What’s driving us?
New and innovative: X & Y = insatiable desire for complex technology
online What’s driving us?
Life-enhancing:spirituality is an increasingly yearning ache
online What’s driving us?
Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know”
online What’s driving us?
Fun and entertainment:
“seen it, done it,smelt the bullshit”
keep it real and fun
online What’s driving us?
Social connection:
myspace
web2.0
virtual worlds
Web2.0 State of the Live Web
71 million blogs…some of them have to be good.
120,000 new weblogs being created each day.
That's about 1.4 blogs/second.
Web2.0 State of the Live Web
1.4 million postsper day.
That's about 17 posts/second.
Web2.0 State of the Live Web
Q3 2006:12 blogs in Top 100.
Q4 2006: 22 blogs inTop 100.
online USA vs Australia
Per head of population:
They create more blogs
They maintain their personal web1.0 more
We add more content to web2.0
We share more content – videos, photos
online Virtual worlds
World of Warcraft: 8.5m players / 100,000+ Australians
Second Life:3.1m residents / 75,000Average age = 3052 : 121.48% - 2.43% (the Telstra/ABC factor?)
Age range % Gen
13-17 (teen grid) 1.04 Z
18-24 25.74 Y
25-34 38.46 X
35-44 22.2 X
45+ 12.56 B+B
!@#! Conclusions
Web1.0 and Web2.0 – lines are blurring
Authenticity is key ‘no spin’ pr no astroturfing
3D virtual worlds are the future bandwidth technology
“ ! ”
During breakfast the other
day our six-year-old son
Lachlan decided to make
himself some toast...
Digital immigrant – digital native
“ ! ”
Grabbing a piece of bread,
and on the point of placing
it in the toaster, he said to
his mother,
Digital immigrant – digital native
“ ! ”
Mum, how do I put the
bread in:
landscape or portrait?Sydney Morning Herald 2006, 11 May, p.24
Digital immigrant – digital native