Aalto Tampere 20.10.2009


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Finnish Broadcasting Company's social media strategy as presented at Journalism reseach center lecture for a group in Tampere today.

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Aalto Tampere 20.10.2009

  1. 1. When anyone can be a media mogul, someone will – and what that means to mainstream media<br />Tuija Aalto, Head of New Media Development, <br />Finnish Broadcasting Company<br />20.10.2009<br />
  2. 2. Contents<br />About YLE <br />Actors of the future media landscape<br />Niche publishers and their significance to mainstream media<br />Social media<br />YLE’s social media strategy<br />Social web as a collaborative environment for journalists<br />20.10.2009<br />
  3. 3. YLE – The Finnish Broadcasting Company<br />Since 1926<br />Funding: Television fee (224€) paid by 2 million households<br />No advertising <br />99.9% state-owned <br />Operates under the Act on Yleisradio Oy<br />20.10.2009<br />
  4. 4. YLE Channels and services<br />Four national television channels <br />Share of daily television viewing 44.5% (2008) <br />Six radio channels (25 regional radio programmes) <br />Share of radio listening 52% (2008) <br />Online service Yle.fi: News, sports, program guide, science, culture, music<br />Web TV & radio ”YLE Areena”<br />Reach: 1 Million weekly visitors<br />TV, radio and online reach 99% <br />20.10.2009<br />
  5. 5. YLE New Media, Future Lab<br />Future media environment<br />Media use habits <br />Innovation strategy for YLE<br />Networking<br />Online visibility (blogs, podcasts) <br />Co-operation with active users <br />20.10.2009<br />
  6. 6. 38% <br />read <br />blogs<br />5% write a blog<br />20.10.2009<br />
  7. 7. New actors in the media field<br />Prosumers<br />Producer + Consumer = Prosumer<br />Pro Ams<br />Professional Amateurs<br />Bloggers, podcasters, citizen journalists<br />20.10.2009<br />
  8. 8. Blogs<br />Self-expression<br />Knitting, fashion, food<br />Fun with friends<br />Community <br />Small audiences<br />Minimal cost of operation<br />Experimenting with new business models<br />Examples: Fashion blogs<br />MouMouMouruaa<br />Colour me!<br />20.10.2009<br />
  9. 9. Podcasts<br />Self-expression<br />Fun with friends<br />Community <br />Small audiences<br />Minimal cost of operation<br />Experimenting with new business models<br />In pictures<br />Live at Finnish podcasters´ meeting<br />Hessun Kahvila podcast<br />20.10.2009<br />In touch with the audience. Foto: Erkka Piirainen CC-licence<br />
  10. 10. Vodcasts<br />Self-expression<br />Fun with friends<br />Community <br />Small audiences<br />Minimal cost of operation<br />Experimenting with new business models<br />Examples<br />Digitytöt – womens magazine = vlogazine<br />Bisnesmiehet -vodcast<br />20.10.2009<br />
  11. 11. Case: Sukellus.fi tsunami-list <br />Diving website Sukellus.fi received the State Award for Public Information<br />Fast and reliable information dissemination during the tsunami catastrophe (2004 Indian Ocean earthquake)<br />Published names of tsunami survivors online<br />Foreign ministry and the press did not serve citizens with the information they needed<br />20.10.2009<br />Wikimedia Commons<br />masa.net/pics<br />
  12. 12. Case: Eyewitness video <br />20.10.2009<br /><ul><li>Finnish examples of citizen’s producing and publishing widely interesting material
  13. 13. Indepencence day parade 2006, veteran commits suicide
  14. 14. Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary force</li></ul>YouTube<br />YouTube<br />
  15. 15. 20.10.2009<br />Case: Mobile streaming<br /><ul><li>With a smartphone, anyone can setup a tv station
  16. 16. Erkka Piirainen, a student of University of Jyväskylä, broadcast a local news event just to show he could
  17. 17. A historical decision was being made in Jyväskylä in February 2008: three municipalities were fusing into one
  18. 18. Mainstream media or the municipalities did not offer live video from the meetings</li></ul>Erkka Piirainen<br />
  19. 19. New actors´ significance to mainstream media<br />Steals attention away from mainstream media?<br />More interesting content produced by peers?<br />There are not only threats, there are possibilities<br />20.10.2009<br />
  20. 20. YLE New Media Strategy <br />Where we stand?<br />20.10.2009<br />
  21. 21. Where we stand<br />Together with their partners the <br />public service companies are <br />powerful generators and packagers <br />of content.<br />20.10.2009<br />
  22. 22. Where we are aiming to be?<br />20.10.2009<br />
  23. 23. Where we are aiming to be<br />The networked content of public services<br />will be found packaged under various <br />brands throughout the Internet on the <br />websites of various businesses and private <br />individuals.<br />Public service content will be adapted to all<br />Internet-based user interfaces.<br />20.10.2009<br />
  24. 24. The future?<br />20.10.2009<br />
  25. 25. The future<br />The public service companies will freely <br />release all content on the Internet for use in <br />any manner and for further public domain <br />distribution.<br />20.10.2009<br />
  26. 26. The future<br />Special groups will develop their own <br />applications using open source public <br />service products to meet their own <br />specific needs.<br />20.10.2009<br />
  27. 27. The future<br />Extensively indexed, public access <br />archives will encourage a more profound <br />historical awareness in society.<br />20.10.2009<br />
  28. 28. The future<br />The public service companies will invigorate the <br />networked community and motivate innovation.<br />And innovators will invigorate the public service <br />companies.<br />20.10.2009<br />
  29. 29. Journalistic work needs to go online<br />Journalists will be spending more time online both researching stories and publishing them<br />New tools, new formats and journalistic innovations are the challenge<br />20.10.2009<br />
  30. 30. Serve smaller audience streams at a time<br />We need to start serving smaller niche audiences, using online as publishing medium better <br />We need to enable and support those members of the audience who produce content online <br />To help and teach storytelling<br />To offer fresh news footage and archive material for reuse<br />To provide a publishing platform for the publics own stories within the YLE website, as a choice for foreign platforms<br />20.10.2009<br />
  31. 31. Social media<br />We understand social media as a process where people – citizens and consumers - engage in interactions and discussions online, informing and entertaining each other, using open public platforms available for all<br />20.10.2009<br />
  32. 32. YLE’s social media strategy<br />YLE the Finnish Broadcasting company is present in social media in three ways: it’s <br /> 1) content<br /> 2) services <br /> 3) employees<br />20.10.2009<br />
  33. 33. Main principles of YLE’s social media strategy<br />Being active in social media means we accept more openness, more dialogue and less control of out brand and content<br />It is about interaction with people, not just publishing<br />20.10.2009<br />
  34. 34. 1. Content<br />Easy to link to <br />Easy to gather around to discuss<br />Take it away (rss feeds, widgets)<br />Rights to give the content to the public to use – to remix and republish - at their convenience<br />Offer our audiences a platform to publish <br />20.10.2009<br />
  35. 35. 2. Openness of services<br />We should offer open API’s (application programming interfaces) so that outside developers may utilize our content when developing new services and applications<br />20.10.2009<br />
  36. 36. 3. Our presence online<br />The YLE staff will join online networks as part of their job<br />Programme makers have the skills and the guts to use all kinds of online tools in developing journalistic expression<br />Programme makers open their work processes and engage in discussion about their programmes.<br />Those audiences who are interested in co-operating with our journalists are invited to do so<br />20.10.2009<br />
  37. 37. What journalists can do online<br />Information gathering<br />Filtering and distribution of gathered information<br />Discussion, engagement in communities, hosting and moderating<br />Online content production and publishing<br />20.10.2009<br />
  38. 38. Fields of the online environment for journalists<br />20.10.2009<br />Great openness of journalistic process<br />Low profile<br />online<br />A high profile <br />online personality<br />Very low openness of journalistic process<br />