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Tomorrow I’m making a presentation at this event. with less than 20 hours to go, I think this is what I’m going to say.
More than ten years ago science fiction writer William Gibson said "The future is already here. It’s just not very evenly distributed." Ten years on I would say "The future is continuing to arrive, it’s being distributed but most of us haven’t read the User Manuel yet.
I have six minutes to tell you five things.
• The Future is Here
• We’re All in the Media Now
• Content Drives Media
• Content is (almost) always driven by Stories
• The Key to Storytelling – KISS
We’re All In The Media Now
Do you remember how it was? It’s the 1 November 1982 – Northern Ireland – the day before Channel 4 opened
We have three TV Channels;
There are 4 Radio National radio stations –
And there is Radio Ulster. Downtown and BBC Radio Foyle. and the two RTE stations
Oh and Radio Luxembourg was there too.
But that was – more or less – the Electronic media market 24 years ago.
Today there are now more than 530 channels on the Sky platform.
There are now 5 terrestrial channels.
In addition to the radio stations from 24 years ago – we have the Cool/DTR split, City Beat, U105 the several "Q" stations on the north west and even two other TV stations – Northern Visions in Belfast and Channel 9 in Derry.
There are three national commercial stations … there’s more, but that will do..
Today it is very different.
We could all go off today and set up a new TV channel – we’d need some investment and a few easy to get licenses. But we could set up a TV channel in a few weeks.
A Web based radio station is easier. We could do that in an hour.1.00
From Analogue to Digital
When media took the step from Analogue to Digital the hurdles that were access to the means of production and the means of distribution disappeared. The cost of the tools ranges from Cheap to Free
The first step most organisations took in Digital Media was a Web Site:
A Website is a basic tool – from there that you can develop a digital communications strategy. But the single most common mistake for business with web site is that they never change them. Week after week they are exactly the some. If a web site stays the same, people will not return. A Website used properly is a fantastic way to communicate – locally and Globally.
Putting up a website and not using it and changing it is the equivilant of going to a Industry Exhibition putting up an expensive stand and not staffing it – not having people there to talk to the customers.
Content Drives Media
There’s not much point of a TV station without programmes, or a radio station without music or presenters or conversation or stuff that will attract people to listen.
And we as consumers have better kit and ways to communicate. We are also better equipped to originate our own content, place it on our own platforms and engage with our own new audience.
The role of the audience is changing and the definition of the audience is changing to. The Audience Plays Along, is involved in determining the story line and the outcome. The audience is now the customer, the client the co-director most importantly Part of the Community.
New and emerging media is about participation.
Content is (almost) always driven by Stories.
The world’s second most popular entertainment is Story Telling. And the first? Conversation.
Kevin Anderson says on his blog "It’s become a new mantra for me: Blogging isn’t a publishing strategy; it is a community strategy."
There’s a young (aren’t they always) man in the US called Robert Scoble .
He is a leading Blogger, an original thinker in Blogging and his book Naked Conversations will change your mind about the value of Blogging.
By "Naked" he means communications that are not filtered through an employer’s marketing or public relations department—a key part of its appeal. He argues that every business can benefit from smart "naked" blogging. "If you ignore the blogosphere… you won’t know what people are saying about you. You can’t learn from them, and they won’t come to see you as a sincere human who cares about your business and its reputation"
So Who Should Blog?
Just about everyone – you, your staff, your friends, your customers. But you must remember that Blogging is a conversation, you are not trying to convert anyone. You are showing your passion, your expertise, your committment to your business and your customer. So you listen, you read you link you answer. The experience of Bloggers in big organisations is that when someone complains on a Blog, the other people who read it and support the product will rally round in support.
The Key to Storytelling – KISS
Don’t get caught up in all the jargon – http, RSS, AJAX, Flash, MP3, MP4
There is only one thing to remember – K.I.S.S.
Keep It Simple, Stupid.
How do you do that? Use new media as an opportunity for a conversation not a conversion.
Keep the conversation unfiltered by marketing and PR
It’s a place to answer questions, hear opinions
And should your audience take you off the linear path you had planned – go with them.
Using New and Emerging media means you are able to make use of the first and second forms of entertainment; Conversations and Storytelling.
How new is that? It’s what we’ve been doing since we sat in our caves and talked about what was over the horizon.
There is more here http://www.davysims.co.uk/eventure/ with links, other ideas and examples