Here are the links for my talk today in Trondheim, with a very brief summary.

In the days of mass media (newspapers, radio, television) you could get away with sending a message to your audience and stopping there. With the internet you need to think conversation, not mass distribution. We “don’t read online”, but the average Norwegian reads online for 30 minutes a day – between 60 and 80 minutes a day if you only count Norwegians who regularly use the internet. Usually we don’t just read, we want to write as well. A lot of our time online is spent seeking out other people who share our interests. Maybe you’re pregnant – you’ll search for other expectant parents because your friends close to home will be sick to death of your single-mindedness. Maybe you miscarried – find blogs written by women in your situation with blogrolls consisting of dozens of other women fighting the battle you’re fighting yourself. Join mailing lists, add your voice to the scores of comments, write your own blog and add your friends to your own blogroll. Blogs are interconnected and search engines read links as peer endorsement. Blogs are written in a human voice (Cluetrain Manifesto). Whether you choose to take part in a conversation on your website, or you choose to create a space that allows a conversation to grow forth (Amazon, dikt.no, Newgrounds, Dagbladet) remember that the age of mass broadcast is past. Sometimes just being able to see that other people are here too (Rhizome) really makes a difference. Derek Powazek’s Design for Community is a book that has a lot of ideas about and case studies of online communities.