International Media
Innovation Management
Session #2, Project Innovation: The What
Trends, tools of recent media innovatio...
What’s the audience?
What’s the problem?:
A case study
Imagine that the founder of Amazon.com is
thinking about acquiring a media company.
He needs to make a presen...
1970’s & 80s’s: The pre-Web decades
Minitel in France
Knight-Ridder’s Viewtron
July 1992
Innovation lesson:
Assume nothing about technology
Early
experiments in
digital
publishing
(1993, pre-web)
Audiotext, circa 1993-94
Mercury Center offered sports scores
stock quotes, etc. by phone:
499-4949
Audiotext Opportunity
• Interest among Chinese-Americans in checking
stock prices by phone throughout the day
Audiotext Problem
• The phone number we chose – 499-4949 – is a
popular number because of the California
Gold Rush of 1849...
Innovation lesson:
Understand the needs and cultural
differences of all your stakeholders
The fundamental problem
Ongoing challenge:
Old media is
collapsing more
quickly than new
media can be
created.
(Clay Shirky)
What’s remained the same
• People need news
• People need info about products & services
• People care about one another
•...
What’s changed:
• People are sources & distributors of news
• People are sources & distributors of
product info
• People u...
Some key trends:
user-generated content
Audience: Pregnant Poles & families
Problem: No reliable info on care
Solution: Enlist pregnant women to
evaluate hospital...
Crowdsourcing with “plane-spotters”
around Europe: Who’s using the
president’s plane?
Key trends: Social passes search as
traffic driver for news
Key trends, continued:
Verification of news
Key trends, cont.:
The “appification”of news
Key trends, cont.: Audience-based
delivery (vs. publication-based)
Key trends, cont.: Data-driven news
Gamification
Journalist as personal franchise
Some tool tips: Facebook
Finding & refining audiences using
Facebook Graph Search
More with Facebook Graph Search:
Austrians living in Boston
An inside source for you at Facebook
How journalists can use Twitter
• Seek info as you begin your reporting
(note New York Times example)
• Stay connected wit...
Introduction to Storify
• Tk – perhaps show one as an example…
Behind the scenes with Storify
Basic business models
• The tension between reach & revenue
– Advertising revenue
– Subscription revenue
• Crowdfunding (K...
Your project, revised
• Create a new post at
http://imim2013.wordpress.com/
Your Name revised: headline
Sharpen your frami...
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
Bill Mitchell session #2 imim 2013: The What of Project Innovation
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Bill Mitchell session #2 imim 2013: The What of Project Innovation

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Bill Mitchell session #2 imim 2013: The What of Project Innovation

  1. 1. International Media Innovation Management Session #2, Project Innovation: The What Trends, tools of recent media innovation Bill Mitchell, bmitch@gmail.com 30 September, 2014 Vienna
  2. 2. What’s the audience? What’s the problem?:
  3. 3. A case study Imagine that the founder of Amazon.com is thinking about acquiring a media company. He needs to make a presentation to his board explaining what innovations from Amazon.com he’ll apply (one way or another) to the media venture. The presentation is later today. He’s given your team 20 minutes to come up with your best ideas.
  4. 4. 1970’s & 80s’s: The pre-Web decades Minitel in France
  5. 5. Knight-Ridder’s Viewtron
  6. 6. July 1992
  7. 7. Innovation lesson: Assume nothing about technology
  8. 8. Early experiments in digital publishing (1993, pre-web)
  9. 9. Audiotext, circa 1993-94 Mercury Center offered sports scores stock quotes, etc. by phone: 499-4949
  10. 10. Audiotext Opportunity • Interest among Chinese-Americans in checking stock prices by phone throughout the day
  11. 11. Audiotext Problem • The phone number we chose – 499-4949 – is a popular number because of the California Gold Rush of 1849 • But that number also signifies “everlasting death” in Chinese Numerology (not the ideal number for investors to rely on in checking their holdings!)
  12. 12. Innovation lesson: Understand the needs and cultural differences of all your stakeholders
  13. 13. The fundamental problem
  14. 14. Ongoing challenge: Old media is collapsing more quickly than new media can be created. (Clay Shirky)
  15. 15. What’s remained the same • People need news • People need info about products & services • People care about one another • People care about their community
  16. 16. What’s changed: • People are sources & distributors of news • People are sources & distributors of product info • People use media to express their interest in one another • People use media to improve their community
  17. 17. Some key trends: user-generated content
  18. 18. Audience: Pregnant Poles & families Problem: No reliable info on care Solution: Enlist pregnant women to evaluate hospital quality
  19. 19. Crowdsourcing with “plane-spotters” around Europe: Who’s using the president’s plane?
  20. 20. Key trends: Social passes search as traffic driver for news
  21. 21. Key trends, continued: Verification of news
  22. 22. Key trends, cont.: The “appification”of news
  23. 23. Key trends, cont.: Audience-based delivery (vs. publication-based)
  24. 24. Key trends, cont.: Data-driven news
  25. 25. Gamification
  26. 26. Journalist as personal franchise
  27. 27. Some tool tips: Facebook
  28. 28. Finding & refining audiences using Facebook Graph Search
  29. 29. More with Facebook Graph Search: Austrians living in Boston
  30. 30. An inside source for you at Facebook
  31. 31. How journalists can use Twitter • Seek info as you begin your reporting (note New York Times example) • Stay connected with sources (create a Twitter list like imimtwitter13 list – public or private) • Find & capture reaction (great for events where lots of people showed up but scattered) • Use Topsy to search old (3-4 years) Tweets • Twitter critical to your post-publication strategy
  32. 32. Introduction to Storify • Tk – perhaps show one as an example…
  33. 33. Behind the scenes with Storify
  34. 34. Basic business models • The tension between reach & revenue – Advertising revenue – Subscription revenue • Crowdfunding (Krautreporter, etc.) • Membership plans • Do journalism – but sell something else
  35. 35. Your project, revised • Create a new post at http://imim2013.wordpress.com/ Your Name revised: headline Sharpen your framing of the various categories – audience, audience problem, innovation project, etc. etc.

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