For those of you who missed the latest Business Wire breaskfast, here is the recap from Judi -
The Changing Face of Influence:
A Wire-Side Chat About PR in the Digital Age
Ynema "Y" Mangum (ynema_mangum@bmc.com), Executive Producer of TalkBMC, began the discussion by stating that most of us live in a Web 2.0 world, in which we focus on enabling conversations via several methods: blogs, podcasts, wikis, forums, online user groups, or videos.
Ynema asserted that we have built businesses effective at keeping smart employees in and customers out. She stressed the idea that these smart employees need to interact with customers and enable conversations about products/services. And this is what Web 2.0 is all about. Y recommends reading The Cluetrain Manifesto, a great reference for anyone wishing to learn more about Web 2.0 and its effectiveness at enabling conversations with customers.
The Changing Face of Influence:
A Wire-Side Chat About PR in the Digital Age
Ynema "Y" Mangum (ynema_mangum@bmc.com), Executive Producer of TalkBMC, began the discussion by stating that most of us live in a Web 2.0 world, in which we focus on enabling conversations via several methods: blogs, podcasts, wikis, forums, online user groups, or videos.
Ynema asserted that we have built businesses effective at keeping smart employees in and customers out. She stressed the idea that these smart employees need to interact with customers and enable conversations about products/services. And this is what Web 2.0 is all about. Y recommends reading The Cluetrain Manifesto, a great reference for anyone wishing to learn more about Web 2.0 and its effectiveness at enabling conversations with customers.
Y also stressed the importance of looking toward “Web 3.0” and how it will affect current methods and practices. Web 3.0 will be about simplification, or enabling others to talk about you/your organization. Y predicts the following will play important roles in Web 3.0:
1. Integration and simplification -- Enabling others to talk about you and your organization. It will be important that customer-relationship management tools easily interact with social media tools.
2. Identity Management -- Authentication and authorization (already we have numerous logins and passwords for many different applications).
3. Portable Authority -- Who has it? Users now have authority to make decisions and judgments about practically anything in online communities (e.g. Digg, Reddit, etc.).
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2. Identity Management -- Authentication and authorization (already we have numerous logins and passwords for many different applications).
3. Portable Authority -- Who has it? Users now have authority to make decisions and judgments about practically anything in online communities (e.g. Digg, Reddit, etc.).
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David Almacy (dalmacy@waggeneredstrom.com), Vice President of Digital Strategies for Waggener Edstrom Worldwide, explained the Evolving Influence Model. The “old model” was very flat and one-sided and we replied solely on the mainstream media for information. We issued very basic, plain-text press releases to only a targeted, select group of influencers.
The “new model” is different in several ways, most notably in that after we write and publish information, we put it out there to enable conversations with “untraditional” sources (MySpace, Digg, Facebook, etc.). Additionally, we’re issuing “interactive press releases” with photos and videos – assets that make releases much more interactive than those stemming from the “old model” of influence.
When asked his thoughts on Web 3.0 and beyond, David had the following to say about what’s next:
1. Symantic web – Machines will be able to read websites just as well as humans.
2. 3-D web – A three dimensional web that we can walk through and explore (e.g. house hunting or taking virtual tours across Europe).
3. Media centric web – The web will be able to find dynamic content (i.e. when searching Google for “soccer ball” it will pull up both sites that contain the word soccer ball and sites that contain photos of a soccer ball).
4. The Pervasive web – A Web that's everywhere: On your PC, on your cell phone, spread throughout your home and office.
The “new model” is different in several ways, most notably in that after we write and publish information, we put it out there to enable conversations with “untraditional” sources (MySpace, Digg, Facebook, etc.). Additionally, we’re issuing “interactive press releases” with photos and videos – assets that make releases much more interactive than those stemming from the “old model” of influence.
When asked his thoughts on Web 3.0 and beyond, David had the following to say about what’s next:
1. Symantic web – Machines will be able to read websites just as well as humans.
2. 3-D web – A three dimensional web that we can walk through and explore (e.g. house hunting or taking virtual tours across Europe).
3. Media centric web – The web will be able to find dynamic content (i.e. when searching Google for “soccer ball” it will pull up both sites that contain the word soccer ball and sites that contain photos of a soccer ball).
4. The Pervasive web – A Web that's everywhere: On your PC, on your cell phone, spread throughout your home and office.
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