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Social media is just the start of the transition away from push-based, one-way communications to a world of fully interactive, collaborative engagement between communicators, media, and influencers. This presentation begins to examine how the semantic web will enable anyone to discover a greater number of experts and related opportunities on nearly any topic.
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in 1950
The changing media landscape
Remember Usenet?
30,000 Usenet articles per day in 2001.
Remember Usenet?Less than one minute ago via web
4 million Tweets per hour in 2010.
30,000 Usenet articles per day in 2001.Less than one minute ago via web
Remember Usenet?Less than one minute ago via web
Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
New voices of authority
24press releases in 2009
24press releases in 2009
25,000social media mentions this week
Lady Gaga has6.5 million
followers
3.4 millionsubscribers
2.3 millionviewers
Top 10 newspapers had declines in readership of 10% or more last year
During primetime, the average network seriesis watched by only 8%of available viewers
Among the affluent, magazine circulations are down 16% in the last year
17% of householdshave DVRs…
Guess how many are skipping the commercials?
1 million journalists using traditional media
35 milliondigital influencers using new media
Facebook now drives more web traffic than Google
The changing face of influence
1 Trillionproduct & services impressions
generated by advertisers
500 Billionproduct & services impressions
generated on social media
What’s a journalist? …I don’t really care. I can decide for my self whether a source of information is reliable.
Rob Hyndman
Now we seek the “news” that we want…
From the sources and perspectives that we want…
We literally
filterour view of the world.
Social platforms get specializedSocial platforms get specialized
2009
“Listening platforms” emerge
2009Your company or client was everywhere in social media
2009You knew you had to monitor what
was being said
2009As the volume of content increased,
the cost to monitor it decreased
2009But how do you know what’s important and
what’s just noise?
2010
“Listening platforms” evolve
2010Only some social media activity
really matters to your company or client
2010The key is to identify and monitor
the important influencers
2010Now platforms let you
separate the signals from the noise.
Technology Advancements Bigger, better and more complete contact databases Real-time monitoring, text analysis, sentiment & reactions Measurement and analysis—in real time
Tomorrow: a better way to do your jobGet Ready for the Semantic Web
• Search engines get better at giving you what you want• Open & closed systems• Contextual search• Natural language search
• You get smarter, faster• Better sources• Better background• Quicker access to people
1. Know your influencers
2. Cultivate relationshipsget your story out
3. Embrace tools and technologies
4. Learn to be fast
5. Facilitate collaborationamong all participants
6. Accept the blurring lines
Conclusion
