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CASE STUDY: Media 2.0, Matthew Buckland
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CASE STUDY: Media 2.0, Matthew Buckland

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Case Study of the Mail and Guardian Online and Thought Leader.com, a media blog run by M&G online

Case Study of the Mail and Guardian Online and Thought Leader.com, a media blog run by M&G online

Published in: Technology, News & Politics
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  • 1. media 2.0 Matthew Buckland www.matthewbuckland.com
  • 2.
    • Converged media
    • All media powered by internet
    • Multiple digital platforms & formats
    • Fragmented media environment
    • Everyone potentially a media player
    • Role of media changing
    • Information pollution & overload
  • 3.
    • web 2.0
    and what it means for media
  • 4.
    • Harness user intelligence & content
    • Cost-effective, participatory & inclusive
    • Build community & loyalty
    • A forgotten art in mass media age
    • Stick to your principles
    • Don’t abandon gatekeeping
  • 5.
    • Get closer to your user
    • Develop sophisticated relationship with user
    • User: Compare CNN.com vs Facebook
    • Targeted content & advertising
    • Social network = publishing 2.0?
  • 6.
    • Harness network effect
    • Bloggers do it better
    • Social bookmarking a start
    • Link, even to your competitors!
    • Don’t be a walled garden
  • 7.
    • putting the
    Practical examples @ mail & guardian online social into media
  • 8.  
  • 9.  
  • 10.  
  • 11. Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.
  • 12.  
  • 13. www.thoughtleader.co.za
  • 14. harness user intelligence, intelligently
    • Hybrid approach: media model & blog model
    • Best of both formats: Blogs with editor
    • UGC from a select, closed network of users
    • Editor selects lead & homepage articles
    • Articles vetted and subbed
    • Full moderation
  • 15. the editorial blog
    • Transplant addictive qualities of blogging
    • Instant feedback & stats & trackbacks
    • Blogger ranking system to create competition
    • Networking with other bloggers
  • 16. http://www.thoughtleader.co.za/guyberger
  • 17. www.thoughtleader.co.za
  • 18. http://www.thoughtleader.co.za/topbloggers/
  • 19. insights
    • People dying to write & share ideas, just need a platform
    • Journos want money for writing, non-journos don’t
    • People write better when know it’s going through an editor
    • Build audience by making influential people part of your site
    • As leaders in their fields, they bring their networks to you
  • 20. some firsts
    • First blogger at Polokwane
    • First blogger to be fired
    • People blogging for first time
    • First SA media-blog hybrid model
    • First blog to be mentioned in ST leader page
    • First SA site to receive “Webby Honoree”
  • 21. the stats
    • 3,900,000 reader words
    • 1,700,000 contributor words
    • 290,000 monthly page impressions
    • 70,000 monthly readers
    • 15,000 daily newsletter subscribers
    • All on a budget of virtually R0
    • ...turning traditional media model on its head?
  • 22.
    • thank you & questions
    • available @ www.slideshare.net/matthewbuckland
    • contact @ [email_address]

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