new media and the future of cr communication helping you thrive and survive in a changing...
Post on 19-Dec-2015
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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
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
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?
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
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
“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?
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