digital realism
DESCRIPTION
A presentation given at the CAPSIG AGM on 11 March 2010. It focused on the challenges facing media businesses in the wake of the recession and changing patterns of content consumption by audiences.TRANSCRIPT
1 Digital Realism
Digital Realism
The art of the possible in a constrained worldThe art of the possible in a constrained world
Defining digital journalism
From audience to charging customersFrom audience to charging customers
New digital metrics
Hybrid events
Phil Clark, digital director, UBM Built Environment
11 March 2010
2 Digital Realism
UBM Built Environment
3 Digital Realism
Digital options
newsnews
datadatablog
wiki
forumforum
networkmicro-blogmicro-blog
videopodcastpodcast
virtual events
4 Digital Realism
What is digital journalism?
• Rewriting press releases?
• The multi-platform journalist
(notebook / cameras / audio recorder / mobile)?
• The end of news?
• Comment / analysis / data?
• Paid Content?
5 Digital Realism
Age of realism: metrics and characteristics
Pre-realism
Page impressions
Unique users
Search engine optimisation
Volume/ quantity
Breadth
Digital Vs Live divide
Post-realism
Audience/ customers
Engagement
Value
Data
Experience
Hybrid events
6 Digital Realism
Paid for
From unique users to customers
Strategic direction taken autumn 2009
Freemium model
Importance of print subscribers: key customers
Investment in our main sites
Producing focused and need to know information
Journalism matters (but we need to know what is most valued)
7 Digital Realism
Our boss on paid for…
David Levin, UBM chief executive, Media Guardian, 5 March 2010
““We deal with niche communities. If you want the type of We deal with niche communities. If you want the type of content that the Building team are capable of producing, content that the Building team are capable of producing, for instance, there are not that many other places.”for instance, there are not that many other places.”
And a web native (and guru) on free…
““Having everything freely accessible to everyone else Having everything freely accessible to everyone else actually just creates a mediocre mush.”actually just creates a mediocre mush.”Jaron Lanier, Observer, 21 February 2010
8 Digital Realism
Treating our audience as customersInspired by Grateful Dead
Joshua Green, Atlantic Magazine, March 2010
The Dead were masters of creating and delivering superior customer value…
Treating customers well may sound like common sense. But it represented a break
from the top-down ethos of many organizations in the 1960s and ’70s.
9 Digital Realism
Live and virtual: partners not enemies
Since we started in 2008:
11 events11 events12,000 visitors12,000 visitors
10 Digital Realism
Reithian principles:Inform educate and Entertain
Realism doesn’t mean hairshirts
#constructionsongs on
To Hell With Part L Are you for real man? Is this just fantasy? Part L too Complex There’s No chance of reality Open your eyes Look up to the skies and pray
I'm just a Roof boy I need no sympathy Because I'm easy come, easy pay Work up high , -- work long days Any thing the regs say Doesn't really matter to me, to me
Part L just confused a man Put an SBEM in his head Entered data, now it’s read No clue, what it means to meBut now I've gone and ignored it any way part L , ~ O ~ O ~ O Is it mean’t to make me cry If it’s not clear to you this time tomorrow Carry on, carry on, ‘cos no one understands it
11 Digital Realism
Me and my links…
Delicious bookmarks for this presentation: http://delicious.com/Zerochamp/capisg
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http://www.zerochampion.com