ark group social media - june 2007

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


Life-enhancing:spirituality is an increasingly yearning ache


Cool and socially desirable: Louis Armstrong: “if you have to ask, you’ll never know”


Fun and entertainment:

“seen it, done it,smelt the bullshit”

keep it real and fun


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.


1.4 million postsper day.

That's about 17 posts/second.


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...


“ ! ”

Grabbing a piece of bread,

and on the point of placing

it in the toaster, he said to

his mother,


“ ! ”

Mum, how do I put the

bread in:

landscape or portrait?Sydney Morning Herald 2006, 11 May, p.24


ark group social media - june 2007

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