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
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Transforming mass media with social mediaSocial media for deep engagement
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Connection, not just crowd-sourcing
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Connection, not just crowd-sourcing
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Thought-provoking, not just provocative
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Thought-provoking, not just provocative
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If you build a boxing ring, people are going to fight.
Tom Steinberg, MySociety.org
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What do you reckon?
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What do you reckon?
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Not what you reckon. What did you witness?
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The old model
Publisher
Content
Audience
Creates
Reacts
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The New Model
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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…)
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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…)
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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…)
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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…)
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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…)
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Beyond social networking
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Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
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Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
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Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
CommittedUGC
SoulmatesTools for Content & Users
Social Site SkillsProfiles
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Beyond social networking
CasualBookmarking
TaggingAdding to GroupAttention Data
ConnectedCommenting
RatingVoting
Endorsing
CommittedUGC
SoulmatesTools for Content & Users
Social Site SkillsProfiles
CatalystNetworking tools
Blogging toolsNetworked journalism
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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
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This is not about technology
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The need to communicate
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Social media strategies
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Social media strategies
Open up to audience
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Social media strategies
Open up to audience
Involve the audience in meaningful ways
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Social media strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
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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
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User generated content as a service to users
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Calling Tony Blair to account
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Crowdsourcing MPs Expenses
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Guardian: Iran faces of the dead and detained
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Message for Obama
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Guardian Open Platform
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Users working with our
data
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Building a community of contributors
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Building a community of contributors
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Building a community of contributors
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Social media beyond the screen
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Social media beyond the screen
4000 miles
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Social media beyond the screen
4000 miles
2060 photos
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Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
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Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts
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Social media beyond the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts
4 blogger meetups
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Networked journalism
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Networked journalism
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Networked journalism
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Networked journalism
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Networked journalism
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Networked journalism
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Networked journalism
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Networked journalism
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Where is the conversation going?
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Where is the conversation going?
DIY TV advertising
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Where is the conversation going?
DIY TV advertising
“Dual-screen” viewing and the “virtual watercooler”
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Where is the conversation going?
DIY TV advertising
“Dual-screen” viewing and the “virtual watercooler”
Location-based networks
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DIY Advertising
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“Dual-screen” viewing
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“Dual-screen” viewing
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Sharing directly from TV
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Location, Location, Location
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Location, Location, Location
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Location, Location, Location
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What’s stopping you?
How many psychiatrists does it take to change a light bulb?
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One...but the light bulb has to want to change
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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