PR & the World Wide Web Chapter 13 PR 313

Public Relations & the Web Instant information updates Interactivity Community-feedback No limitations on space Cost-effective

Instant information updates

Interactivity

Community-feedback

No limitations on space

Cost-effective

Public Relations Sites PR organizations use the Web to directly showcase and sell services Example: Edelman PR Use of blogging Porter Novelli Fleishman- Hillard Weber Shandwick

PR organizations use the Web to directly showcase and sell services

Example:

Edelman PR

Use of blogging

Porter Novelli

Fleishman- Hillard

Weber Shandwick

Supplementary Research Source Journalists still pick up the phone first to call their sources The second research resource is the Internet Even if it is only to find the phone number to the source that they intend to call

Journalists still pick up the phone first to call their sources

The second research resource is the Internet

Even if it is only to find the phone number to the source that they intend to call

Limited Human Contact? The rise of the Internet has a downside Fewer face-to-face and even phone interactions are occurring This makes it harder to nurture good working relationships with journalists

The rise of the Internet has a downside

Fewer face-to-face and even phone interactions are occurring

This makes it harder to nurture good working relationships with journalists

Preparing Content for the Web There are consumption pattern differences among readers of print and Web media Print readers tend to read in a linear fashion Web surfers may interact with an article and read elements out of order Non-linear “Branching”

There are consumption pattern differences among readers of print and Web media

Print readers tend to read in a linear fashion

Web surfers may interact with an article and read elements out of order

Non-linear

“Branching”

Design Issues Some content specialists argue that vital information should remain “above the scroll” on all pages Thus, some suggest that you write in “chunks” delivered one page at a time

Some content specialists argue that vital information should remain “above the scroll” on all pages

Thus, some suggest that you write in “chunks” delivered one page at a time

“Chunks” Strategy Repurpose print materials into “chunks” that each have a unique page Add graphics and interactivity Each “chunk” is usually fewer than 150 words Text can be viewed on the screen without having to scroll This is only one strategy – many sites do not use it!

Repurpose print materials into “chunks” that each have a unique page

Add graphics and interactivity

Each “chunk” is usually fewer than 150 words

Text can be viewed on the screen without having to scroll

This is only one strategy – many sites do not use it!

Examples of “Chunk” Style McDonalds Nike Keebler

McDonalds

Nike

Keebler

Web Writing Tips More casual than print Use bullet-point lists Minimize use of hypertext links All links should be relevant Provide feedback option for readers

More casual than print

Use bullet-point lists

Minimize use of hypertext links

All links should be relevant

Provide feedback option for readers

Building the Site Ideally, the Web site team consists of: Copywriter/editor Graphic artist Web programmer A public relations professional who can do all three increases their odds of getting hired

Ideally, the Web site team consists of:

Copywriter/editor

Graphic artist

Web programmer

A public relations professional who can do all three increases their odds of getting hired

Usability Tests Before publicly launching your site, it is not uncommon to conduct “usability tests” with a test audience to determine if the site is easy to navigate

Before publicly launching your site, it is not uncommon to conduct “usability tests” with a test audience to determine if the site is easy to navigate

Overview of Web Strategies Success Story at Amazon.com Evolution of a Design Personalization and Automation Failure at RealNetworks Communication is Content Development Rolling Stone Radio project

Success Story at Amazon.com

Evolution of a Design

Personalization and Automation

Failure at RealNetworks

Communication is Content Development

Rolling Stone Radio project

Success Story Amazon.com is the world’s largest e-commerce site During the dot-com “boom,” they hired aggressively as investor cash came in “ Bloated” and inefficient site infrastructure The site needed to streamline its content development strategy This included a shift from an editor-created to a user-generated content model

Amazon.com is the world’s largest e-commerce site

During the dot-com “boom,” they hired aggressively as investor cash came in

“ Bloated” and inefficient site infrastructure

The site needed to streamline its content development strategy

This included a shift from an editor-created to a user-generated content model

Has over 35 e-commerce main product categories and hundreds of sub-categories Each category has at least one full-time editor Some have several editors Each editor is responsible for maintaining front page of each “store” and sub-pages, including product detail pages

Has over 35 e-commerce main product categories and hundreds of sub-categories

Each category has at least one full-time editor

Some have several editors

Each editor is responsible for maintaining front page of each “store” and sub-pages, including product detail pages

Amazon.com Content Management With millions of products, Amazon.com needs help from the public to keep the pages up-to-date and filled with useful information “ User-generated Content”

With millions of products, Amazon.com needs help from the public to keep the pages up-to-date and filled with useful information

“ User-generated Content”

Amazon.com Content Features Reviews Listmania “ How-to” and Buying Guides Product manuals Customer Images Ref-tags Discussion Forums Wikis

Reviews

Listmania

“ How-to” and Buying Guides

Product manuals

Customer Images

Ref-tags

Discussion Forums

Wikis

Listmania! Examples Customers create their own lists to share with others Each item in the list is linkable to a product Examples: Top 15 Movies of 2005 by fattyjoe37 The Best Albums of 2006 by volantsolo “Awesome Books” by fantasyrules

Customers create their own lists to share with others

Each item in the list is linkable to a product

Examples:

Top 15 Movies of 2005 by fattyjoe37

The Best Albums of 2006 by volantsolo

“Awesome Books” by fantasyrules

Guide Examples Customers create their own guides to share their expertise with others Examples: How to set up a wireless home network Taking a better picture with your digital camera

Customers create their own guides to share their expertise with others

Examples:

How to set up a wireless home network

Taking a better picture with your digital camera

Visitor Experience Customers indicate that they enjoy the “community” aspect of shopping They trust the collective opinions of other shoppers more than the manufacturers The “Amazon Review” has become a very powerful force in the industry Buying decisions are made for purchases both off- and on-line

Customers indicate that they enjoy the “community” aspect of shopping

They trust the collective opinions of other shoppers more than the manufacturers

The “Amazon Review” has become a very powerful force in the industry

Buying decisions are made for purchases both off- and on-line

Customer Reviews Amazon.com has thousands of unpaid writers voluntarily submit their reviews Top reviewer Harriet Klausner has written over 12,000 reviews without pay for the site

Amazon.com has thousands of unpaid writers voluntarily submit their reviews

Top reviewer Harriet Klausner has written over 12,000 reviews without pay for the site

Personalization at Amazon.com Amazon.com developed an infrastructure where each visitor page is personalized The homepage displays items that Amazon.com thinks you are likely to buy Visitors indicate that they like the personalization

Amazon.com developed an infrastructure where each visitor page is personalized

The homepage displays items that Amazon.com thinks you are likely to buy

Visitors indicate that they like the personalization

Amazon.com Personalization Personalization technologies are also easy to manage and popular with visitors Previous purchase data collected Cross-referenced with other sales data A “personalized” store homepage suggests products based on like-minded customers Includes “recommendations” embedded into page

Personalization technologies are also easy to manage and popular with visitors

Previous purchase data collected

Cross-referenced with other sales data

A “personalized” store homepage suggests products based on like-minded customers

Includes “recommendations” embedded into page

Automation at Amazon.com Data is king at Amazon Many examples of data driven automation Channel management Web site real estate management system Automated e-mail measurement and optimization Merchandising Customers who bought X also bought… Recommendations New releases, top sellers Purchase Circles Advertising Automatic ad generation and bidding

Data is king at Amazon

Many examples of data driven automation

Channel management

Web site real estate management system

Automated e-mail measurement and optimization

Merchandising

Customers who bought X also bought…

Recommendations

New releases, top sellers

Purchase Circles

Advertising

Automatic ad generation and bidding

Example: The Amazon.com Homepage Amazon’s home page is prime real-estate The past: Every category VP wanted top-center Friday meetings about placements for next week were getting too long, too loud, and lacked performance data Today: automation replaces intuitions Home page is made up of slots Anyone can submit content for a slot Content is chosen based on real-time experimentation

Amazon’s home page is prime real-estate

The past:

Every category VP wanted top-center

Friday meetings about placements for next week were getting too long, too loud, and lacked performance data

Today: automation replaces intuitions

Home page is made up of slots

Anyone can submit content for a slot

Content is chosen based on real-time experimentation

E-Commerce Staff Structure Organized for execution How it used to be This works rather better Small, cross-functional teams Able to execute end-to-end Self directed Established group goals and measure progress Technology People Business People “Dumb idea!” “Do this!”

Organized for execution

How it used to be

This works rather better

Small, cross-functional teams

Able to execute end-to-end

Self directed

Established group goals and measure progress

Electronic Media and E-Commerce What makes the site attractive to consumers? Strong reputation for good customer service Secure from “hackers” Large selection of products Easy navigation Clean Web design that maximizes click-throughs and/or sales

What makes the site attractive to consumers?

Strong reputation for good customer service

Secure from “hackers”

Large selection of products

Easy navigation

Clean Web design that maximizes click-throughs and/or sales

Amazon.com Design Evolution Started with a few “tabs” representing each store But Amazon.com was expanding… More products = More “tabs” Should the “tabs” go?

Started with a few “tabs” representing each store

But Amazon.com was expanding…

More products = More “tabs”

Should the “tabs” go?

Amazon.com Design Evolution A new design was needed Lack of action could mean a mountain of “tabs” NOT A GOOD DESIGN

A new design was needed

Lack of action could mean a mountain of “tabs”

NOT A GOOD

DESIGN

Design Evolution Initial redesigns focused on an index directory in the style of Yahoo! This resulted in reduced sales

Initial redesigns focused on an index directory in the style of Yahoo!

This resulted in reduced sales

Design Evolution More redesigns in the index style Sales still declined Customers wanted the “tabs” back

More redesigns in the index style

Sales still declined

Customers wanted the “tabs” back

Return of the “Tabs” Now only three tabs “ See all 35 Product Categories” Roll-over with mouse brings up the index of all stores “ Your Store” Personalized store with recommendations Logo tab Default to front page

Now only three tabs

“ See all 35 Product Categories”

Roll-over with mouse brings up the index of all stores

“ Your Store”

Personalized store with recommendations

Logo tab

Default to front page

Lessons Learned Use focus groups and user surveys to test out a design before it launches widely Design can play a key role in how a site is perceived by its public “Above the scroll” real estate is valuable so don’t waste it! A user should be able to navigate successfully through the site without having the scroll the screen

Use focus groups and user surveys to test out a design before it launches widely

Design can play a key role in how a site is perceived by its public

“Above the scroll” real estate is valuable so don’t waste it!

A user should be able to navigate successfully through the site without having the scroll the screen

Lessons Learned Be aware of the bandwidth of your average user U.S. has shifted from a dial-up to broadband environment Multimedia-intensive designs and sites are only now gaining traction Your design strategy will depend on who your typical visitor is Consider how minimal Google.com is Compare this to YouTube.com

Be aware of the bandwidth of your average user

U.S. has shifted from a dial-up to broadband environment

Multimedia-intensive designs and sites are only now gaining traction

Your design strategy will depend on who your typical visitor is

Consider how minimal Google.com is

Compare this to YouTube.com

Cost Efficiency Advertise your site using viral and cheap techniques Amazon.com has stopped buying ads on mainstream TV, radio and print in favor on online referral programs Media advertising did not bring in enough revenue to justify the cost The site uses promotions with other sites and “street” advertising to get word on in the influential communities

Advertise your site using viral and cheap techniques

Amazon.com has stopped buying ads on mainstream TV, radio and print in favor on online referral programs

Media advertising did not bring in enough revenue to justify the cost

The site uses promotions with other sites and “street” advertising to get word on in the influential communities

Communication is Critical If there is a dependency on technology developers, then the content experts must communicate early…and often A good project can fail due to poor communication

If there is a dependency on technology developers, then the content experts must communicate early…and often

A good project can fail due to poor communication

Anatomy of a Failed Project Example: RealNetworks’ Rolling Stone Radio Goal was to promote new “G2” technology A new version of RealPlayer with optimized streaming media playback

Example: RealNetworks’ Rolling Stone Radio

Goal was to promote new “G2” technology

A new version of RealPlayer with optimized streaming media playback

RealNetworks RealNetworks asked me to create a G2-exclusive Internet radio service A business deal with Rolling Stone magazine was created Rolling Stone Radio was born

RealNetworks asked me to create a G2-exclusive Internet radio service

A business deal with Rolling Stone magazine was created

Rolling Stone Radio was born

Content Development My background is in editorial development and the music industry I led the creative team Design of the player Partnerships with music industry Another team was responsible for the technical infrastructure and development of the software code

My background is in editorial development and the music industry

I led the creative team

Design of the player

Partnerships with music industry

Another team was responsible for the technical infrastructure and development of the software code

Rolling Stone Radio Rolling Stone Radio was the first “mainstream” Internet music service Introduced in 1999 Co-owned by RealNetworks and Rolling Stone Multiple channels of music Interactive voting

Rolling Stone Radio was the first “mainstream” Internet music service

Introduced in 1999

Co-owned by RealNetworks and Rolling Stone

Multiple channels of music

Interactive voting

Rolling Stone Radio Featured celebrity deejays David Bowie had his own 24-hour channel Lots of “hype” from the media

Featured celebrity deejays

David Bowie had his own 24-hour channel

Lots of “hype” from the media

So Why Failure? Rolling Stone Radio had all the ingredients for success…yet it failed. Why?

Rolling Stone Radio had all the ingredients for success…yet it failed.

Why?

Communication Crunch The project suffered from too large a production team The decision-making process was too decentralized Internal disagreements and chaos Technology team and content team clashed New technology changes were implemented without informing the content team Media blitz preceded the actual launch Several delays in the launch Release was late, product was ‘buggy’

The project suffered from too large a production team

The decision-making process was too decentralized

Internal disagreements and chaos

Technology team and content team clashed

New technology changes were implemented without informing the content team

Media blitz preceded the actual launch

Several delays in the launch

Release was late, product was ‘buggy’

Business Model, Anyone? “Too much, too soon” Broadband wasn’t widely available yet Bandwidth was expensive Customers enjoyed the site, but the cost of hosting the streaming media increased as more people “tuned in” The project did not make money Streaming media is bandwidth-intensive Who is paying for the media servers? Advertising revenue was not large enough to support the costs

“Too much, too soon”

Broadband wasn’t widely available yet

Bandwidth was expensive

Customers enjoyed the site, but the cost of hosting the streaming media increased as more people “tuned in”

The project did not make money

Streaming media is bandwidth-intensive

Who is paying for the media servers?

Advertising revenue was not large enough to support the costs

Lessons Learned Solid business model is necessary “Cutting edge” = “Bleeding edge” Being first may not translate to success Key stakeholders in the content development teams must meet and agree to “milestones” Each “milestone” is a mutually-agreed “deliverable” in the product development cycle Deviation from the agreed-upon development is discouraged

Solid business model is necessary

“Cutting edge” = “Bleeding edge”

Being first may not translate to success

Key stakeholders in the content development teams must meet and agree to “milestones”

Each “milestone” is a mutually-agreed “deliverable” in the product development cycle

Deviation from the agreed-upon development is discouraged

In-Class Writing Assignment Visit the Web sites of three large corporations. Assign a grade to each of them, using your own observations (including the guidelines mentioned in class). Try to find at least one example that used the “chunk” style discussed in class. Some criteria that can be used are: (1) What seems to be the primary purpose of the site? (2) What audience is being reached? (3) Is the site easy to navigate? (4) How current is the information? (5) Is there good use of graphics, animation, sound? (6) Can text items be read and downloaded easily? (7) Are appropriate hyperlinks used?

Visit the Web sites of three large corporations. Assign a grade to each of them, using your own observations (including the guidelines mentioned in class). Try to find at least one example that used the “chunk” style discussed in class.

Some criteria that can be used are: (1) What seems to be the primary purpose of the site? (2) What audience is being reached? (3) Is the site easy to navigate? (4) How current is the information? (5) Is there good use of graphics, animation, sound? (6) Can text items be read and downloaded easily? (7) Are appropriate hyperlinks used?

PR & the World Wide Web (Lecture 2) Chapter 13 PR 313

Overview Broadband Trends User-Generated Content The “Social Web” Blogging (“Citizen Journalism”) Audio/Video/Photo sharing Wikis Social networking sites

Broadband Trends

User-Generated Content

The “Social Web”

Blogging (“Citizen Journalism”)

Audio/Video/Photo sharing

Wikis

Social networking sites

Broadband Developments In the U.S., broadband Internet access has surpassed dial-up Multimedia applications and sites are soaring Some are legal, some are not

In the U.S., broadband Internet access has surpassed dial-up

Multimedia applications and sites are soaring

Some are legal, some are not

Digital Downloading Illegal “pirated” downloads Legal paid downloads

Illegal “pirated” downloads

Legal paid downloads

Media Sharing U.S. media companies are still grappling with piracy Millions of pirated files traded freely Estimated that over $4.6 billion lost globally due to piracy Pirated digital goods are more prevalent than legitimate goods in over 30 countries Russia is second biggest market after China SOURCE: RIAA 2005 REPORT

U.S. media companies are still grappling with piracy

Millions of pirated files traded freely

Estimated that over $4.6 billion lost globally due to piracy

Pirated digital goods are more prevalent than legitimate goods in over 30 countries

Russia is second biggest market after China

SOURCE: RIAA 2005 REPORT

BitTorrent Popularity BitTorrent has emerged as the most popular downloading technology used for piracy 35% of all traffic activity on the Internet is due to BitTorrent SOURCE: CACHELOGIC

BitTorrent has emerged as the most popular downloading technology used for piracy

35% of all traffic activity on the Internet is due to BitTorrent

SOURCE: CACHELOGIC

Peer-to-Peer Popularity Peer-to-peer programs programs are still popular, but have lost market share to BitTorrent Kazaa LimeWire BearShare

Peer-to-peer programs programs are still popular, but have lost market share to BitTorrent

Kazaa

LimeWire

BearShare

Legitimate Download Services Legitimate digital download offerings slowly being introduced Apple’s ITunes recently celebrated its billionth paid download

Legitimate digital download offerings slowly being introduced

Apple’s ITunes recently celebrated its billionth paid download

Movie and Television Downloading While music and software have been downloaded widely for quite awhile, there is now prevalent downloading of movies and TV shows

While music and software have been downloaded widely for quite awhile, there is now prevalent downloading of movies and TV shows

“ Broadcatching” Torrent users are “subscribing” to trusted feeds for automatic delivery of content Example: A user has a favorite TV program that is uploaded weekly via a torrent site Broadcatching software will automatically detect the availability of the program and download it

Torrent users are “subscribing” to trusted feeds for automatic delivery of content

Example:

A user has a favorite TV program that is uploaded weekly via a torrent site

Broadcatching software will automatically detect the availability of the program and download it

Example of “Broadcatching” Democracy player Downloadable program with several video “channels” that you can subscribe to

Democracy player

Downloadable program with several video “channels” that you can subscribe to

Sweden’s “Pirate Party” A new political party, known as the Pirate Party was founded in Sweden this year Goal is to reform intellectual property rights so that they are less restrictive

A new political party, known as the Pirate Party was founded in Sweden this year

Goal is to reform intellectual property rights so that they are less restrictive

User-created Videos YouTube.com is now one of the 40 most popular sites in the U.S. Popularity from word-of-mouth No budget for advertising User-uploaded content Some copyrighted content “ Viral” videos

YouTube.com is now one of the 40 most popular sites in the U.S.

Popularity from word-of-mouth

No budget for advertising

User-uploaded content

Some copyrighted content

“ Viral” videos

TVU Player TVU Player just launched The TV industry may never be the same China-based company is using torrent technology to stream live TV from around the world for free

TVU Player just launched

The TV industry may never be the same

China-based company is using torrent technology to stream live TV from around the world for free

User-Generated Content These sites build content from the submission of users, rather than staff editors or writers “ Blogs”/Personal Journals Photos Podcasts Video sharing (“Vlogs”) Reviews/Advice Forums

These sites build content from the submission of users, rather than staff editors or writers

“ Blogs”/Personal Journals

Photos

Podcasts

Video sharing (“Vlogs”)

Reviews/Advice

Forums

Biggest Growth Five of the top 10 U.S. sites with largest traffic growth from 2005 to 2006 are “user-generated content” sites MySpace grew 183% Wikipedia grew 181% Flickr grew 201% Heavy.com grew 213% Imageshack.us grew 233% SOURCE: 9/10/2006 NIELSEN/NETRATINGS REPORT

Five of the top 10 U.S. sites with largest traffic growth from 2005 to 2006 are “user-generated content” sites

MySpace grew 183%

Wikipedia grew 181%

Flickr grew 201%

Heavy.com grew 213%

Imageshack.us grew 233%

SOURCE: 9/10/2006 NIELSEN/NETRATINGS REPORT

Visitor Growth in Millions

New Blogging Report A major survey on “blogging” was released July 2006 Full report free at Pew/Internet site: http://www.pewinternet.org

A major survey on “blogging” was released July 2006

Full report free at Pew/Internet site:

http://www.pewinternet.org

Statistics 147 million American adults use the Internet 57 million American adults (39%) read blogs 12 million American adults (8%) keep a blog SOURCE: PEW INSTITUTE 2006 SURVEY

147 million American adults use the Internet

57 million American adults (39%) read blogs

12 million American adults (8%) keep a blog

Largest U.S. based “blog” sites MySpace.com Owned by NewsCorp Blogger.com Owned by Google Other big sites: LiveJournal.com Xanga.com Typepad.com Tripod.com

MySpace.com

Owned by NewsCorp

Blogger.com

Owned by Google

Other big sites:

LiveJournal.com

Xanga.com

Typepad.com

Tripod.com

Who is Blogging? 54% of bloggers are first-time writers They have not published anywhere else 44% have previously published SOURCE: PEW INSTITUTE 2006 SURVEY

54% of bloggers are first-time writers

They have not published anywhere else

44% have previously published

SOURCE: PEW INSTITUTE 2006 SURVEY

Who is Blogging? Bloggers are young More than half (54%) of bloggers are under the age of 30. 55% of bloggers blog under a pseudonym, and 46% blog under their own name. SOURCE: PEW INSTITUTE 2006 SURVEY

Bloggers are young

More than half (54%) of bloggers are under the age of 30.

55% of bloggers blog under a pseudonym, and 46% blog under their own name.

SOURCE: PEW INSTITUTE 2006 SURVEY

Older Bloggers Older bloggers (age 50-64) are the most likely group to say that they use the Web to share what they know with others. SOURCE: PEW INSTITUTE 2006 SURVEY

Older bloggers (age 50-64) are the most likely group to say that they use the Web to share what they know with others.

Is it Journalism? Most bloggers do not think of what they do as journalism. 34% of bloggers consider their blog a form of journalism, and 65% of bloggers do not. SOURCE: PEW INSTITUTE 2006 SURVEY

Most bloggers do not think of what they do as journalism.

34% of bloggers consider their blog a form of journalism, and 65% of bloggers do not.

Is It Journalism? Most have not “trained” to be journalists 57% of bloggers include links to original sources either “sometimes” or “often.” 56% of bloggers spend extra time trying to verify facts they want to include in a post either “sometimes” or “often.” SOURCE: PEW INSTITUTE 2006 SURVEY

Most have not “trained” to be journalists

57% of bloggers include links to original sources either “sometimes” or “often.”

56% of bloggers spend extra time trying to verify facts they want to include in a post either “sometimes” or “often.”

Blogging Topics Blogs are viewed as “personal journals” by many 37% of bloggers cite “my life and experiences” as the primary topic of their blog SOURCE: PEW INSTITUTE 2006 SURVEY

Blogs are viewed as “personal journals” by many

37% of bloggers cite “my life and experiences” as the primary topic of their blog

Blogging Topics There is a misconception about blogs in mainstream media Only 11% of bloggers say they focus mainly on government or politics. SOURCE: PEW INSTITUTE 2006 SURVEY

There is a misconception about blogs in mainstream media

Only 11% of bloggers say they focus mainly on government or politics.

Other Hot Topics 7% Entertainment 6% Sports 5% General news and current events 5% Business 4% Technology 2% Religion, spirituality or faith SOURCE: PEW INSTITUTE 2006 SURVEY

7% Entertainment

6% Sports

5% General news and current events

5% Business

4% Technology

2% Religion, spirituality or faith

Why Blog? 84% of bloggers describe their blog as a “hobby” 59% of bloggers spend just one or two hours per week tending their blog. One in ten bloggers spend ten or more hours per week on their blog. SOURCE: PEW INSTITUTE 2006 SURVEY

84% of bloggers describe their blog as a “hobby”

59% of bloggers spend just one or two hours per week tending their blog.

One in ten bloggers spend ten or more hours per week on their blog.

Why Blog? The majority of bloggers cite an interest in sharing stories and expressing creativity. Just half say they are trying to influence the way other people think. SOURCE: PEW INSTITUTE 2006 SURVEY

The majority of bloggers cite an interest in sharing stories and expressing creativity.

Just half say they are trying to influence the way other people think.

The Political Factor Bloggers are more political than non-bloggers 72% of bloggers look online for news or information about politics Only 58% of all Internet users seek news and info on politics in the U.S. SOURCE: PEW INSTITUTE 2006 SURVEY

Bloggers are more political than non-bloggers

72% of bloggers look online for news or information about politics

Only 58% of all Internet users seek news and info on politics in the U.S.

The Political Factor 24% of bloggers prefer political news from sources that challenge their viewpoint 18% choose to use sources that share their political viewpoint SOURCE: PEW INSTITUTE 2006 SURVEY

24% of bloggers prefer political news from sources that challenge their viewpoint

18% choose to use sources that share their political viewpoint

The Aggregators News site aggregators have proven to be very popular…and influential They do not write news, but they do create headlines and selectively choose which stories get coverage

News site aggregators have proven to be very popular…and influential

They do not write news, but they do create headlines and selectively choose which stories get coverage

The Aggregators Drudge Report Conservative in nature Monica Lewinsky/Bill Clinton Scandal Huffington Post Liberal response to Drudge Report

Drudge Report

Conservative in nature

Monica Lewinsky/Bill Clinton Scandal

Huffington Post

Liberal response to Drudge Report

The Aggregators Beyond news, there are several popular aggregate blog sites for specific areas of interest Examples: Technorati.com BoingBoing.net

Beyond news, there are several popular aggregate blog sites for specific areas of interest

Examples:

Technorati.com

BoingBoing.net

Making Money Blogging is not profitable for most people Ways to make money: Sell merchandise on the site Advertising Online “tip jars” (Paypal) Subscription-based content

Blogging is not profitable for most people

Ways to make money:

Sell merchandise on the site

Advertising

Online “tip jars” (Paypal)

Subscription-based content

Beyond Text Bloggers are using more than simple words to tell their stories 72% Photos 30% Audio 15% Video SOURCE: PEW INSTITUTE 2006 SURVEY

Bloggers are using more than simple words to tell their stories

72% Photos

30% Audio

15% Video

“ Moblogging” Mobile phone blogging Instant “on location” blogging via one’s mobile phone Photo share publishing “on the go” Uses camera phones to see what the publisher sees instantly

Mobile phone blogging

Instant “on location” blogging via one’s mobile phone

Photo share publishing “on the go”

Uses camera phones to see what the publisher sees instantly

“ Moblogging” Mobile phone blogging Instant “on location” blogging via one’s mobile phone Photo share publishing “on the go” Uses camera phones to see what the publisher sees instantly

Mobile phone blogging

Instant “on location” blogging via one’s mobile phone

Photo share publishing “on the go”

Uses camera phones to see what the publisher sees instantly

Moblogs and Breaking News U.S. east coast blackout London subway terrorist bombing

U.S. east coast blackout

London subway terrorist bombing

Popular Moblogs Flickr.com Owned by Yahoo! Photobucket.com Fotolog.com

Flickr.com

Owned by Yahoo!

Photobucket.com

Fotolog.com

Newest Technology ComVu Pocketcaster mobile device enables a “Do-it-Yourself Video Network” Includes “Automatic Geotagging”

ComVu Pocketcaster mobile device enables a “Do-it-Yourself Video Network”

Includes “Automatic Geotagging”

User-controlled News Internet users like to have some control over the media they consume Personalized news Peer-recommended news “Open-source” news

Internet users like to have some control over the media they consume

Personalized news

Peer-recommended news

“Open-source” news

Personalized News Google News No editors are employed Uses traffic analysis and readership patterns to determine what is most newsworthy

Google News

No editors are employed

Uses traffic analysis and readership patterns to determine what is most newsworthy

Peer-recommended News Digg.com Readers “vote” on what they like Highest votes = highest news placement on site

Digg.com

Readers “vote” on what they like

Highest votes = highest news placement on site

“Open-Source” News OhMyNews Huge in South Korea Expanded to international audience 41,000 “citizen reporters” 20% of content created in-house by only 55 staff reporters

OhMyNews

Huge in South Korea

Expanded to international audience

41,000 “citizen reporters”

20% of content created in-house by only 55 staff reporters

“Open-Source” News WikiNews User-created news reports Collaborative editing by peers A Russian-language version is now available

WikiNews

User-created news reports

Collaborative editing by peers

A Russian-language version is now available

Mainstream News Dominates Independent news is thriving, but mainstream news still dominates online Top U.S. news sites: 1. Yahoo! News 2. MSNBC 3. AOL News 4. CNN 5. The New York Times SOURCE: 9/7/2006 COMSCORE REPORT

Independent news is thriving, but mainstream news still dominates online

Top U.S. news sites:

1. Yahoo! News

2. MSNBC

3. AOL News

4. CNN

5. The New York Times

SOURCE: 9/7/2006 COMSCORE REPORT

Mainstream News Blogs Mainstream news outlets are adapting their own blogs The New York Times The Washington Post CBS News MSNBC

Mainstream news outlets are adapting their own blogs

The New York Times

The Washington Post

CBS News

MSNBC

Podcasts/Audio Blogs Online-distributed programming for download Users can “subscribe” to a feed and have it automatically download to their media player Often associated with talk/news formats

Online-distributed programming for download

Users can “subscribe” to a feed and have it automatically download to their media player

Often associated with talk/news formats

Podcast/Audio Blogs 6.6 % of the U.S. adult online population (9.2 million Web users) have downloaded an audio podcast in the last month Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts SOURCE: 7/12/2006 REPORT - NEILSEN/NETRATINGS

6.6 % of the U.S. adult online population (9.2 million Web users) have downloaded an audio podcast in the last month

Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts

SOURCE: 7/12/2006 REPORT - NEILSEN/NETRATINGS

Mainstream Media Podcasts Examples: CNN MSNBC

Examples:

CNN

MSNBC

Video Blogs -“Vlogs” 4.0 % (5.6 million U.S. Web users) have recently downloaded a video podcast 25-34 year olds are the most likely to download video blogs Users are more likely to stray from “mainstream” technology Prefer Apple computers over PCs Use alternative browsers, such as Firefox SOURCE: 7/12/2006 REPORT - NEILSEN/NETRATINGS

4.0 % (5.6 million U.S. Web users) have recently downloaded a video podcast

25-34 year olds are the most likely to download video blogs

Users are more likely to stray from “mainstream” technology

Prefer Apple computers over PCs

Use alternative browsers, such as Firefox

SOURCE: 7/12/2006 REPORT - NEILSEN/NETRATINGS

User-created Videos YouTube.com is now one of the 40 most popular sites in the U.S. Popularity from word-of-mouth No budget for advertising User-uploaded content Some copyrighted content “ Viral” videos

YouTube.com is now one of the 40 most popular sites in the U.S.

Popularity from word-of-mouth

No budget for advertising

User-uploaded content

Some copyrighted content

“ Viral” videos

Top Video Sites 1. YouTube.com August: 16 million visitors 2. Yahoo! Video August: 21 million 3. MySpace.com Video August: 20 million SOURCE: 9/15 COMSCORE REPORT

1. YouTube.com

August: 16 million visitors

2. Yahoo! Video

August: 21 million

3. MySpace.com Video

August: 20 million

SOURCE: 9/15 COMSCORE REPORT

15 Seconds of Fame Average citizens are gaining fame Examples: “ Numa Numa ” Kid Teenager lip-synched to Ozone song "Dragostea din Tei“) “Bus Uncle” Cranky man on bus in China scolds a passenger

Average citizens are gaining fame

Examples:

“ Numa Numa ” Kid

Teenager lip-synched to Ozone song "Dragostea din Tei“)

“Bus Uncle”

Cranky man on bus in China scolds a passenger

“The Dark Side” There is controversy over the type of user-created content that is being uploaded Example: “ Happy slapping” videos Bullies videotape harassment and upload to the Web

There is controversy over the type of user-created content that is being uploaded

Example:

“ Happy slapping” videos

Bullies videotape harassment and upload to the Web

Political Videos Video sites are being used as a means to distribute political information Examples: Politicians campaigning directly to citizens “Citizen journalist” reports that offer alternative perspectives to mainstream news coverage

Video sites are being used as a means to distribute political information

Examples:

Politicians campaigning directly to citizens

“Citizen journalist” reports that offer alternative perspectives to mainstream news coverage

Wikis The “wiki” concept of user-created content extends beyond news Wikipedia.org Wikitionary.org Wikibooks.org Wikisource.org These are among the fastest growing sites in the U.S.

The “wiki” concept of user-created content extends beyond news

Wikipedia.org

Wikitionary.org

Wikibooks.org

Wikisource.org

These are among the fastest

growing sites in the U.S.

“Open-Source” Directory Open Directory Project http:// dmoz.org Largest Internet-user edited directory on the Web

Open Directory Project

http:// dmoz.org

Largest Internet-user edited directory on the Web

Social Networking Sites “ Circle of friends” concept Examples: MySpace.com Over 70 million users Xanga.com Over 20 million users Facebook.com Over 9 million users SOURCE: 9/8/2006 “Social Networking in Focus,” CBS NEWS

“ Circle of friends” concept

Examples:

MySpace.com

Over 70 million users

Xanga.com

Over 20 million users

Facebook.com

Over 9 million users

SOURCE: 9/8/2006 “Social Networking in Focus,” CBS NEWS

Trends in Social Networking “Viral” trends and marketing People are more influenced by their peers than by direct messages from authority or marketers These sites are used to communicate ideas, products and styles among like minds

“Viral” trends and marketing

People are more influenced by their peers than by direct messages from authority or marketers

These sites are used to communicate ideas, products and styles among like minds