8 May 2013Dealing with our current media landscape- how social changed the world -
Let’s go back to the year 1995
What would have happened…… if there’d been 6 billion smart/cellphones?… if more than 1 billion people would be on Facebook...
Imagine what the role of social could have been…
Imagine what the role of social could have been…
Imagine what the role of social could have been…
Imagine what the role of social could have been…
Imagine what the role of social could have been…
Let’s take a look at some recent events
Hudson Plane CrashJanuary 1620093.27 pm - Planecrashes in HudsonRiver3.36 pm – The firstpicture shows ontwitter, taken by ...
Greenpeace versus NestléMarch 17 2010Greenpeace launched acampaign against Nestlé(KitKat) because of theuse of palmoil in ...
And don’t forget these latest events
Learnings from the past and present• Social media channels can disappear, but social media will always remainWe will just ...
You have to be ready.Perhaps even more readythen before.
A simple exercise – what would you do?Thursday May 9th, 17.15hrsAn innocent tweet pops up in your country@Anonimous:“High ...
A simple exercise – what would you do?Thursday May 9th, 17.25hrsTweet has been retweeted several times;Influence of retwee...
A simple exercise – what would you do?Thursday May 9th, 19.31hrsTweet has been retweeted several times;Amount of retweets ...
A simple exercise – what would you do?Thursday May 9th, 00.03hrsAssociated press sends out a tweet, including url-referral...
A simple exercise – what would you do?Thursday May 10th, 06.00hrsSeveral national papers publish the story(not frontpage)N...
A simple exercise – what would you do?Thursday May 10th, 07.00hrsThe national Breakfast news covers the highlightsof the n...
A simple exercise – what would you do?Thursday May 10th, 07.01hrsFirst reactions on the breakfast edition of the news begi...
A simple exercise – what would you do?Thursday May 10th, 07.41hrsA daily, but rather thrill seeking, newspaper picks up th...
A simple exercise – what would you do?Thursday May 10th, 14.20hrsThe daily newspaper has published the story, and question...
A simple exercise – what would you do?Thursday May 11th, 10.00hrsThe first stories appear in neighbouring countries.Both i...
Five lessons learned1. Be prepared sufficiently• What’s your plan, your ultimate goal?• And how about facts & figures, doc...
But do remember:Social media is not all aboutthreats. It’s mainly aboutopportunities.
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A changing media landscape

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Media communication demands a more dynamic approach in a fast changing world of public and social media. Journalists, including those representing the quality media, are becoming more assertive in their approach. Deadlines are getting ever shorter while online-reporting and blogs are on the rise. News websites, radio and television have an immediate response in public interaction through social media, where the distinction between fact and opinion blurs easily. Interaction or the lack of a dialogue on social media on politically and socially sensitive issues can lead to reactions and positioning in the political arena. Issues can escalate very fast and very far.

So the questions arises: what would you do? And are you prepared?

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A changing media landscape

  1. 1. 8 May 2013Dealing with our current media landscape- how social changed the world -
  2. 2. Let’s go back to the year 1995
  3. 3. What would have happened…… if there’d been 6 billion smart/cellphones?… if more than 1 billion people would be on Facebook?… if more than 250 million people would be on Twitter?… if on a daily basis more than 350 million tweets are send out to the rest of theworld?… if social media held number one to spread the news?Locally, regionally, nationally, worldwide?… for the revolution among studentssupporting Free Birma Coalition?
  4. 4. Imagine what the role of social could have been…
  5. 5. Imagine what the role of social could have been…
  6. 6. Imagine what the role of social could have been…
  7. 7. Imagine what the role of social could have been…
  8. 8. Imagine what the role of social could have been…
  9. 9. Let’s take a look at some recent events
  10. 10. Hudson Plane CrashJanuary 1620093.27 pm - Planecrashes in HudsonRiver3.36 pm – The firstpicture shows ontwitter, taken by apassenger fromthe crashed plane3.48 pm – TheNew York Timesposts the news ontheir website , butnot prominent4.00 pm – TheNew York Timesacknowledges thenews is big andposts the news onthe websitefrontpage4.00 pm > - Othernewssites arefollowing, showingthe original firstpicture fromTwitterTwitter broke the story
  11. 11. Greenpeace versus NestléMarch 17 2010Greenpeace launched acampaign against Nestlé(KitKat) because of theuse of palmoil in theirproducts.Nestlé launched avery graphic videoon YouTubeMarch 18 2010Nestlé reacted bydemanding the video tobe removed fromYouTube. Which caused astorm of negativereactions on social mediaNestlé’s fanpageon Facebookbecame the placefor fans to expresstheir negativefeelingsNestlé removed allthe negativereactions fromtheirFacebookpage.March 192010Traditionalmedia pickedup the newsMarch 20 2010Within 72 hours thenews was all over theinternet and reachedover 540.00 peopleMarch 21 2010The Greenpeacevideo had beenshared 180.000 timeson social mediaNestlé damages its ownreputation in about 72hours
  12. 12. And don’t forget these latest events
  13. 13. Learnings from the past and present• Social media channels can disappear, but social media will always remainWe will just have to deal with them and be prepared to change strategy• News and gossip traveled fast, but travels faster nowadaysThe landscape is no longer dominated by the traditional newswiresTraditional media are pushed to work in new formats, with less time• Not only media, but the entire world has become a publicistSources are not (always) being checked, no longer independent nor legitimate• Back in ‘the old days’ traditional media were perceived as independent and reliableIt becomes troublesome when the traditional media gets dragged into the world ofsocial but sometimes not so reliable media• And all those ‘not-being-consumers’ (companies, institutions, etc.) will just have tolearn to deal with this
  14. 14. You have to be ready.Perhaps even more readythen before.
  15. 15. A simple exercise – what would you do?Thursday May 9th, 17.15hrsAn innocent tweet pops up in your country@Anonimous:“High #mercury concentrarion broken #CFL;danger for human health http://bit.ly/15z1Xso #research #Germany”Profile of sender:- Non-public figure- 861 following- 71 followersWhat would you do? And are you prepared?
  16. 16. A simple exercise – what would you do?Thursday May 9th, 17.25hrsTweet has been retweeted several times;Influence of retweets is relatively low@Anonimous:“High #mercury concentrarion broken #CFL;danger for human health http://bit.ly/15z1Xso #research #Germany”What would you do? And are you prepared?
  17. 17. A simple exercise – what would you do?Thursday May 9th, 19.31hrsTweet has been retweeted several times;Amount of retweets has doubled; including retweetfrom national Associated Press@Anonimous:“High #mercury concentrarion broken #CFL;danger for human health http://bit.ly/15z1Xso #research #Germany”Profile of Associated press:- 7007 following- 1.966.909 followersWhat would you do? And are you prepared?
  18. 18. A simple exercise – what would you do?Thursday May 9th, 00.03hrsAssociated press sends out a tweet, including url-referralA short summary:Dark sides of CFL’sCFL’s contain a small quantity of mercuryAfter breaking a CFL at home, the amount of mercury rises significantlyThis could be hazardous for human health, especially when there are children present,according to German researchWhat would you do? And are you prepared?
  19. 19. A simple exercise – what would you do?Thursday May 10th, 06.00hrsSeveral national papers publish the story(not frontpage)No additions to AP’s storyline are madeWhat would you do? And are you prepared?
  20. 20. A simple exercise – what would you do?Thursday May 10th, 07.00hrsThe national Breakfast news covers the highlightsof the national media, including the story of APA short summary (3 sentences) of the story onmercury in CFL’s is givenWhat would you do? And are you prepared?
  21. 21. A simple exercise – what would you do?Thursday May 10th, 07.01hrsFirst reactions on the breakfast edition of the news begin to appearon Twitter, including one from an employee of a store thatCollects CFL’s@PeterJ:“Just my luck: broken CFL’s hazardous for human health, via @NewsDaily @AP#WECOLLECTTHEMWhat would you do? And are you prepared?
  22. 22. A simple exercise – what would you do?Thursday May 10th, 07.41hrsA daily, but rather thrill seeking, newspaper picks up the tweetfrom @PeterJ. First (re)action: a phonecall to your organization- What is your reaction on the research from Germany?- Have you read the stories?- Is a broken CFL dangerous for human health?- In our country there are hundreds, perhaps thousands of collection points. Is thehealth of the employees working there in danger?What would you do? And are you prepared?
  23. 23. A simple exercise – what would you do?Thursday May 10th, 14.20hrsThe daily newspaper has published the story, and questions– despite your best efforts – whether CFL’s should be collectedin public spaces or stores?An international activist group picks up thenews, and starts spreading more tendentious rumours, slowlyspreading via twitter to other countriesWhat would you do? And are you prepared?
  24. 24. A simple exercise – what would you do?Thursday May 11th, 10.00hrsThe first stories appear in neighbouring countries.Both in traditional and on social media.The story focuses not only on the danger of mercury in CFL’s,but also very strongly on the public collection of these lamps.What would you do? And are you prepared?
  25. 25. Five lessons learned1. Be prepared sufficiently• What’s your plan, your ultimate goal?• And how about facts & figures, documentation, your messagehouse?1. Get structured• How are you going to do it?• Who is going to do it?• What’s your policy towards the entire organization?• How about your early warning system (cross-border)?3. Monitor closely, before, during and after an event• Interact wisely and to use your knowledge in other communication4. Adress, bridge and communicate, offline and online• Don’t forget to be sceptic• Don’t forget to share your knowledge5. Be trained properly, focusing on both traditional and new media• Use different scenario’s (also cross-border)
  26. 26. But do remember:Social media is not all aboutthreats. It’s mainly aboutopportunities.

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