transforming mass media with social media
DESCRIPTION
The presentation looks how social media is being used by mass media, often incorrectly, and how it can be used for journalism. It also looks at some of the trends are driving digital media in 2010. I delivered that at the keynote for Zagreb FuturAD, 24 March 2010.TRANSCRIPT
Transforming mass media with social mediaSocial media for deep engagement
Connection, not just crowd-sourcing
Connection, not just crowd-sourcing
Thought-provoking, not just provocative
Thought-provoking, not just provocative
If you build a boxing ring, people are going to fight.
Tom Steinberg, MySociety.org
What do you reckon?
What do you reckon?
Not what you reckon. What did you witness?
The old model
Publisher
Content
Audience
Creates
Reacts
The New Model
User engagement cycleCasual
(Just stopping by)
Connected(Signing up and engaging in light
interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or
blogging about us…)
User engagement cycleCasual
(Just stopping by)
Connected(Signing up and engaging in light
interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or
blogging about us…)
User engagement cycleCasual
(Just stopping by)
Connected(Signing up and engaging in light
interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or
blogging about us…)
User engagement cycleCasual
(Just stopping by)
Connected(Signing up and engaging in light
interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or
blogging about us…)
User engagement cycleCasual
(Just stopping by)
Connected(Signing up and engaging in light
interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or
blogging about us…)
Beyond social networking
Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
CommittedUGC
SoulmatesTools for Content & Users
Social Site SkillsProfiles
Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
CommittedUGC
SoulmatesTools for Content & Users
Social Site SkillsProfiles
CatalystNetworking tools
Blogging toolsNetworked journalism
Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
CommittedUGC
SoulmatesTools for Content & Users
Social Site SkillsProfiles
CatalystNetworking tools
Blogging toolsNetworked journalism
Attention&
Reputation
This is not about technology
The need to communicate
Social media strategies
Social media strategies
Open up to audience
Social media strategies
Open up to audience
Involve the audience in meaningful ways
Social media strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
Social media strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
Go to where the conversation is
User generated content as a service to users
Calling Tony Blair to account
Crowdsourcing MPs Expenses
Guardian: Iran faces of the dead and detained
Message for Obama
Guardian Open Platform
Users working with our
data
Building a community of contributors
Building a community of contributors
Building a community of contributors
Social media beyond the screen
Social media beyond the screen
4000 miles
Social media beyond the screen
4000 miles
2060 photos
Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts
Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts
4 blogger meetups
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Where is the conversation going?
Where is the conversation going?
DIY TV advertising
Where is the conversation going?
DIY TV advertising
“Dual-screen” viewing and the “virtual watercooler”
Where is the conversation going?
DIY TV advertising
“Dual-screen” viewing and the “virtual watercooler”
Location-based networks
DIY Advertising
“Dual-screen” viewing
“Dual-screen” viewing
Sharing directly from TV
Location, Location, Location
Location, Location, Location
Location, Location, Location
What’s stopping you?
How many psychiatrists does it take to change a light bulb?
One...but the light bulb has to want to change
With thanks to ...Flickr photos Some Rights Reserved
From Flickr
the main (boxing) by dickuhne
Kitten on a laptop by Doug Woods
an idea (the light bulb) by aloshbennet
massive change by 416styleFrom icanhascheezburger.com
leef I alonze by Brad
