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



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

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



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

  • media 2.0 Matthew Buckland
    • 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
    • web 2.0
    and what it means for media View slide
    • 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
    View slide
    • Get closer to your user
    • Develop sophisticated relationship with user
    • User: Compare vs Facebook
    • Targeted content & advertising
    • Social network = publishing 2.0?
    • Harness network effect
    • Bloggers do it better
    • Social bookmarking a start
    • Link, even to your competitors!
    • Don’t be a walled garden
    • putting the
    Practical examples @ mail & guardian online social into media
  • 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.
  • 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
  • the editorial blog
    • Transplant addictive qualities of blogging
    • Instant feedback & stats & trackbacks
    • Blogger ranking system to create competition
    • Networking with other bloggers
  • 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
  • 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”
  • 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?
    • thank you & questions
    • available @
    • contact @ [email_address]