Aalto Tampere 20.10.2009
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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.

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

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