How real time news gained a Twitter soundtrack


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Presentation by Helen Nowicka, MD of Shiny Red, given at Social Media Academy conference on Twitter, PR and marketing Sept 30th 2010

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  • How real time news gained a Twitter soundtrack

    1. 1. How real-time news gained a Twitter soundtrack<br />Helen Nowicka <br />Managing Director, Shiny Red<br />@Helennow<br />
    2. 2. The next 30 minutes<br />Twitter shapes, shares, and breaks the news<br />Future trends <br />Five ways brands can be involved <br />
    3. 3. Why is Twitter like having a pint? <br />
    4. 4. The first rule of news <br />“News is something you talk about to your mates down the pub”<br />
    5. 5. Twitter has changed the nature of news<br />With Twitter, the “pub” is now global and open 24/7 <br />The media is no longer the gatekeeper of news <br />
    6. 6. Driven by consumer behaviour and smart technology <br />Technology makes Twitter easier and richer to use <br />In the UK, 52% of 16-24s and <br />40%of 25-44smulti-task when <br />consuming media (e.g. use a laptop while watching TV) Source: Ofcom<br />The rise of multi-media <br />multi-tasking <br />Add Twitter’s addictive nature, and you have a powerful combination <br />
    7. 7. Three ways Twitter and news combine<br />Twitter as a soundtrack<br />Twitter as a news source <br />Twitter as a distribution channel<br />
    8. 8. Twitter as a soundtrack to news<br />Extends participation <br />and feedback <br />Real time <br />Creates a community on Twitter and beyond<br />Most visible around high-profile or high-interest events<br />
    9. 9. General Election Leaders’ Debates <br />During the General Election televised leaders’ debates, 36,000 people used Twitter to comment as they happened <br />The third debate generated 154,342 tweets (source: Tweetminster) including comedians, spin doctors, journalists and political bloggers<br />Hashtags #ge2010 and #leadersdebate grouped tweets together <br />In the first debate, Twitter quickly spotted Gordon Brown’s “I agree with Nick” <br />
    10. 10. World Cup 2010 <br />According to Twitter, the World Cup Final was “the largest period of sustained activity for an event in Twitter’s history”<br />During the final people from 172 nations tweeted in 29 languages and the tournament set a record for the most tweets per second<br />Twitter’s infographic shows overall interaction, and tweets grouped by hashtags<br />
    11. 11. When the winning goal was scored...<br />
    12. 12. Iran elections <br />In 2009 the Iran elections put social media centre stage as traditional news outlets were censored <br />Iranians used social networks to share news as it happened with the world<br />Hashtags like #iran and #iranelection made it easy for journalists and the public to follow events, and redistribute news (though not all tweets proved accurate)<br />The Iran government retaliated by blocking the internet, reducing access to specific sites and via mobile <br />
    13. 13. Twitter as a news source and distribution channel <br />Information is shared in an unmediated way <br />People can be pointed off Twitter to more <br />details<br />Identifies topics and trends for traditional media <br />Content could have mass appeal, or be “the inside track”<br />
    14. 14. News from the front line – and the front row<br /><ul><li>Climate Camp uses Twitter to announce forthcoming actions, encourage attendance, and report as they take place
    15. 15. Greenpeace has transferred offline headline-grabbing to social media and uses Twitter to share hard-hitting viral videos
    16. 16. At London Fashion Week, brands like Burberry tweeted from shows and shared information abut the collection </li></li></ul><li>Sourcing stories for the media: X Factor <br />At the season’s start of X Factor, Twitter debate about spilled into the national press<br />The show’s organisers were accused of using autotuning to boost the performance of some contestants<br />The story was front page of the Daily Mail and spread across the tabloids – hours after first appearing online<br />
    17. 17. Twitter as a distribution channel for the media<br />“Guardian journalists have a very complex relationship with Twitter. <br />“It's a subject of stories, a source of tips, a marketing and distribution platform, a directory, a street full of vox pops, a reading list, tool for real-time comment and analysis, a news wire, an echo chamber...”<br />Janine Gibson<br />Editor,<br />
    18. 18. Future trends?<br />
    19. 19. Twitter is increasingly mobile and mainstream<br />By 2013 mobile phones will overtake PCs as the most common way to access the Internet, with around 1.8bn devices worldwide (source – Gartner) <br />Connectivity and battery life will improve making updates easier in remote locations <br />Around 6% of UK Smartphone owners currently access Twitter (source – Comscore) – this will continue to increase <br />As a result there will be more Twitter soundtracks involving larger numbers of people<br />
    20. 20. For some, Twitter negates the need for paid news sources <br />“First thing in the morning, <br />I read through Twitter to see what’s going on. Other people are finding <br />the stories I’m interested in, <br />so that’s all I need”<br />- Mark, 29<br />According to Ofcom, 60%of adults aged over 55 read print media every day, but only 32% of 16-24 year olds do <br />The definition of “news” is changing as people seek deep insights tailored to their interestsrather than a broad overview – this is an opportunity for brands<br />
    21. 21. More integration between Twitter and the media <br />Media houses are looking to harnessTwitter interaction: the New York Times is launching its personalised social news platform later this year <br />Meanwhile startups like are taking the conventions of the print press and applying them to Twitter<br />
    22. 22. Five ways brands and organisations can be involved <br />
    23. 23. 1) Narrate: Lead the discussion <br />As an authority, share your views with your community to influence the debate <br />
    24. 24. 2) Participate: Join in and respond<br />Show you’re engagedon a subject your fans and customers are also interested in<br />
    25. 25. 3) Crowdsource: Ask for input<br />Fans love being invited to give feedback – and brands should always say thanks <br />Twitter can produce collective insights too <br />
    26. 26. 4) Monitor: Keep listening <br />If you’re a brand that could be adversely affected by external conversations, stay alert to them<br />
    27. 27. 5) Integrate: Build Twitter into your comms strategy<br />Twitter isn’t separate to comms and marketing <br />Find the approach that’s right for your business <br />
    28. 28. Thanks – and questions?<br />Twitter: @helennow<br />Email:<br />