innovations with citizen media

Media 2.0Matthew Buckland | GM: New Media

innovationswith user generated content

Matthew Bucklandwww.matthewbuckland.com


Who am I?24.com, Cape Town, South Africa


Rank Name1 Google2 Microsoft3 Facebook4 Yahoo5 24.com6 Wikimedia

7 eBay

8 Barclays Bank

9 Standard Bank

10 FNBCOMSCORE

Media 2.0Matthew Buckland | GM: New MediaBusiness model

The business

3.7m Users


Thought Leader modelHarnessing UGC, to deliver quality, useful and relevant content


Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.


Blog hybrid

Editorial blog

Closed UGC

Intelligent UGC

Open source

Webby Honoree


Columnists 2.0: Hundreds of contributors/ ”columnists” free to contribute at own pace and schedule. Write directly into CMS.


All submissions edited, even comments.

Basic guidelines: must be about issues and not daily diaries about personal lives.


Don’t pay contributors. Write for passion, peer recognition, influence, profile and to make business.


4 key principles. How media can integrate

user intelligence, intelligently.


Media confused about blogs and UGC in early days, not sure of its role

Should relish being control freaks about content

Should not be hands-off blog hosters for just any content

Wikipedia actually not that different (also gate keeps)

1. Don’t abandon gatekeeping


Elevate expert readers & selected community members from comments areas

Open & extend columnists/by invitation

UGC from “closed network” of users

Influential contributors attract networks to your site

Not about the money: prestige, peer recognition plays a role

2. “Not all readers equal”


The differentiator in an increasingly chaotic digital world where just about anyone can be a writer, journalist or photographer.

But at same time, media cannot ignore the power of citizen media and user-generated content.

New brands allow you to be more experimental

3. Media is about quality


Media can do more to make readers part of publishing process

Collaborate: Look at blogger-media partnerships

Tackle micro niche content areas & find new readers

Be flexible about copyright

Share ad revenue with contributors

Share traffic with contributors

4. Partnerships


the quid pro quo


Some examplesWhat’s working, and what’s not


Steve Jobs heart attack post highlights citizen journalism perils – Macworld.com

Should Citizen Journalism Be Placed Under Citizen's Arrest? – technewsworld.com“ Wall Street Gets Sucker

Punched By Main Street Via CNN iReporter- iphonesaviour.com

Steve Jobs Had No Heart Attack...And Citizen Journalism Just Failed - ReadWriteWeb

”


rubbish.Not citizen journalism that failed, but media’s implementation of it.

Instead of limited gate-keeping structure, they opened themselves up to risk.

On a story this size there should be fact-checking mechanisms in place.


Khaya Dlanga: 6-million+ views

Media 2.0Matthew Buckland | GM: New MediaBlogger-media partnership, covering political

event


New revenue modelsMonetising user generated content

Media 2.0Matthew Buckland | GM: New MediaTraditional online advertising

Media 2.0Matthew Buckland | GM: New MediaShared-revenue blog sponsorship


“bloggertorial”Blogs for company CEOs; Company

Gets traffic of Thought Leader platform Clearly defined advertising area

Another way to get advertising message across


some stats6,296,633 reader words2,591,619 contributor words

On an editorial budget of €0

...turning traditional media model on its head?


thank you & questions available @

www.slideshare.net/matthewbuckland

contact @ [email protected]

innovations with citizen media

Business

usergenerated content

power of citizen media

content wikipedia

relevant content

bloggermedia partnerships

new readers

micro niche content

revenue blog sponsorship