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How news organisations are using social media to generate revenue

How news organisations are using social media to generate revenue






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  • In 2007, the Cincinnati Enquirer created CaptureCincinnati.com, a photo-sharing site where over a thousand local photographers uploaded nearly 12,000 images. The best shots were featured in Capture Cincinnati, a coffee table photo book that included a DVD, selling at a retail price of $39.95. Last year, the numbers continued to improve, and the Enquirer expects strong sales of the 2008 edition as well. Marketers might call this bundling products, but whatever you call it, the Enquirer probably won’t argue.

How news organisations are using social media to generate revenue How news organisations are using social media to generate revenue Presentation Transcript

  • Social Media:Building audiences and revenue Moscow, Russia 27 – 28 September 2012
  • Social media and revenue: indirect anddirect Direct: Advertising and Monetising user content Audience engagement and intelligence 2 Photos by Karen O’D and Jos
  • User engagement cycle Casual (Just stopping by)Catalyst Connected(Identifying as Guardian Readers, (Signing up and engaging intelling other people, linking to or light interaction)blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction) 3
  • Casual Bookmarking Tagging Adding to Group Attention Data Catalyst Connecte Attention Networking tools & d Blogging tools CommentingNetworked journalism Reputation Rating Voting Committe Endorsing d UGC Soulmates Tools for Content & Users Social Site Skills 4 Profiles
  • Engagement strategy goes beyond socialnetworksLive blogging and specialist bloggingCrowdsourcing and networked journalismOffline community supporting online community 5
  • Indirect revenue: Building traffic andloyalty Text photo: by Anirudh Koul 6
  • Al Jazeera: Building audience 7
  • Live blogging: building engagement 8
  • Leverage audience use of social network activity Allow users to use their social network identity on your site Allow users to see what their friends are reading and viewing on your site Create experiences where social network users can interact around live events 9
  • Adding social features to your own site 10
  • vKontakte’s Developer options 11
  • Friends recommendations 12
  • Social television 13
  • Crowdsourcing: More engagedaudiences 14
  • Guardian: The benefits of engagementUsers who interacted with crowdsourcing projects “30 times more pages than the average user".They “come back to more than one page a day”.They “register with our site which gives us more data”. Source: journalism.co.uk 15
  • Indirect but important: Audience data 16
  • Direct revenue: Social app ads source: journalism.co.uk 17
  • #advertiserlove 18
  • Niche blogs: Entertainment, food andsports 19
  • Monetising user-generated content 20Source: Mashable
  • Kevin AndersonKnowledge Bridge editor and digitalstrategistkevin.anderson@mdlf.orgKnowledge Bridge http://kbridge.org 21