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

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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 www.matthewbuckland.com
      • 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
      • 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
      • Get closer to your user
      • Develop sophisticated relationship with user
      • User: Compare CNN.com 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.
    •  
    • www.thoughtleader.co.za
    • 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
    • http://www.thoughtleader.co.za/guyberger
    • www.thoughtleader.co.za
    • http://www.thoughtleader.co.za/topbloggers/
    • 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 @ www.slideshare.net/matthewbuckland
      • contact @ [email_address]