Old Stories New Media


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Old Stories New Media

  2. 2. Painting the LANDSCAPE
  3. 3. Tracks 112.8 million blogs Total: 185.62 million blogs Tracks 72.82 million Chinese blogs
  4. 4. Bloggers in Singapore The Straits Times – Digital Life , 17 July 2007 862,000 This means that on average, almost one in five are bloggers
  5. 5. Half of all teens in Singapore aged 15 to 19 are on the Internet, blogging or podcasting 120,000 blogs by these youngsters Among those aged 20 to 24 , just under half, or 46% blogs 18% of the 39 to 49 age group are bloggers Source: Media Development Authority of Singapore, 9 November 2007 Trends of Blogging in Singapore
  6. 6. Profile of Digital Natives Curious and adaptable Looking for self-expression Socialise online through social media platforms Are used to receiving information instantaneously
  7. 7. Profile of Digital Natives Values high levels of interactivity Prefer to do it themselves Distrust corporate marketing Demand open, honest interaction Often under peer pressure
  8. 8. Web 2.0 Tools
  9. 9. <ul><li>Measurement Strategy </li></ul><ul><ul><li>Setup measurement goals first </li></ul></ul><ul><ul><li>New attributes to measure </li></ul></ul><ul><li>Measurement Tools </li></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Feedreader </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Bloglines </li></ul></ul><ul><ul><li>Newsgator </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Aggregators like Digg and Techmeme </li></ul></ul>Listening Tools Source: PodTech.net
  10. 10. Community Tools Forums Wikis PublicSquare (BoA) Ideastorm Social Networking white label Virtual Worlds (Second Life, Active Worlds) Source: PodTech.net
  11. 11. Publishing Tools Blogs Audio Podcasts Online Videos Twitter Live Streaming Plurk! Source: PodTech.net
  12. 13. More than 100 million active users Facebook is the 4th most-trafficked website in the world (comScore) Facebook is the most-trafficked social media site in the world (comScore) The fastest growing demographic is those 25 years old and older No. 1 photo sharing application on the Web (comScore) Photo application draws more than twice as much traffic as the next three sites combined (comScore) Source: Facebook.com
  13. 15. <ul><li>Gain ‘street cred’ by having various independent voices championing your cause </li></ul>Powerful platform for Word Of Mouth (WOM) marketing Reach web-savvy and largely young audiences Reasons for Blogging
  14. 16. Document and capture stories, facts, photos, videos, audio clips and other rich content Crowdsource Instantaneous and immediate Low cost Reasons for Blogging
  15. 17. A Few Words of Caution …
  16. 18. Set your expectations right Don’t bet the house Prepare to get your hands dirty A marathon rather than a sprint It ain’t always glamorous Possible Caveats
  17. 19. The Tale of
  18. 20. + = Blogs Heritage Strange Bedfellows?
  19. 21. Genesis of
  20. 22. Aug 05 – Started a test blog on blogger (HeritageSG) Oct 05 – Nov 05 – Befriended heritage enthusiasts Nov 05 - Secured seed funding from parent Ministry Dec 05 – Jan 06 – Developed direction and policies for yesterday.sg Jan 06 – Engaged freelance editor to assist in writing and editing
  21. 23. Oct – Nov 06 – Yesterday.sg as official online media for Explore Singapore! May 07 – Yesterday.sg featured in International Museum Day 2007 Aug 07 – SGCOOL Blogging Contest on yesterday.sg Jan - Feb 06 – Design, implementation and test of website Feb 06 – Finalised list of volunteers and friends Mar 06 – Launched yesterday.sg
  22. 24. Sep 07 – Launched New Kids on the Blog Aug 08 – Hosted our first Social Media Breakfast at ACM Sep 08 – Launched Heritage Starbloggers contest Jan 09 – Relaunch of yesterday.sg as a portal Jan 09 – Start of YEAH! and Project Darkstar
  23. 25. Presenting… The FOYers* *Friends Of Yesterday
  24. 27. Volunteers who are passionate heritage enthusiasts Champions of Singapore’s museums, heritage and nostalgia Discuss developments , progress and improvements to yesterday.sg Provide independent and alternative voices Set the editorial direction of yesterday.sg & contribute posts
  25. 28. Policy Blogging
  26. 29. Nothing religious Nothing slanderous Nothing seditious Nothing foul or abusive Nothing political
  27. 30. Technical Bits
  28. 31. Powered by Expression Engine (EE) Enable banning of words , members and IP addresses
  29. 32. Multi-user administration , registration and posting
  30. 33. Allows editorial workflows (i.e., edit, approve, reject or schedule posts)
  31. 34. Ability to create photo-galleries
  32. 35. <ul><li>Sample </li></ul>PO STS
  33. 39. The Challenges
  34. 40. <ul><li>Occasional technical difficulties </li></ul>Niche content Growing our membership base Sustaining and growing visitorship Increasing participation rates Contest fatigue Social media saturation
  35. 41. The Bill
  36. 42. Technical & Design Cost S$5000 Editing (monthly) S$600 Initial marketing efforts S$80,000
  37. 43. Key Spreading the Word
  38. 46. MyBlogLog E-Marketing
  39. 47. Sponsored results on Google Sponsored results on Yahoo
  40. 48. Search Engine Optimisation
  41. 49. The Key is Keywords Relevant keywords to drive search traffic Descriptive and accurate Popular keywords on search engines (e.g. Google) Keyword variants (e.g. Singapore Museums and Museums Singapore)
  42. 50. What Others Are Saying
  43. 51. “ I was surprised at the surge of visitors I have been getting from yesterday.sg… So when I checked, to my utmost delight”… Huiqi
  44. 52. http://escapismdefined.com/2006/nostalgia/ It was so good that I couldn’t stop reading despite my stomach screaming for life supply.”
  45. 53. http://www.farflungcraft.com/blogs/SLS/ “features even more information about Singapore… as it was yesterday. Great site. Worth a read!”
  46. 54. Media Coverage
  47. 55. The New Paper The Straits Times TODAY ST Digital Life Lianhe ZaoBao STOMP OMY My Paper Business Times
  48. 56. CNA Prime Time Morning News Radio 93.8 Breakfast Show Capital 95.8FM 93.8Live Radio Singapore International Cleo Magazine Challenge Magazine
  49. 57. What it all means …
  50. 58. 30000 Page Views Per Month <ul><ul><li>300 Reads Per Post </li></ul></ul>15000 Unique Visitors Per Month 2223 Registered Members 40 Friends of yesterday.sg Yesterday.sg
  51. 59. By Museums and the Web 2007 The State of Museum Blogosphere Ranked as the 5 th museum blog in the world!
  52. 60. Ranked 58,288 out of 112.8 million blogs around the world
  53. 61. The Road Ahead yesterday.sg 2.0
  54. 62. After two years, it’s time for an upgrade! In a survey in July 2008 we found… <ul><li>Most readers of the site are in their mid 20s to mid 30s </li></ul><ul><li>Majority found us through search engines … </li></ul>
  55. 63. What’s hot! <ul><li>Top reasons for coming to yesterday.sg: </li></ul><ul><li>- Research - school projects </li></ul><ul><li>- Learn about Singapore’s heritage and history </li></ul><ul><li>Interested in local nostalgia </li></ul><ul><li>Museum happenings </li></ul>What’s not! Users rated site 8/10 for positive user experience but said… - Information not relevant - Information not comprehensive - Navigation is not user-friendly
  56. 64. Focus on: Content Communities Campaigns Channels Action Plan
  57. 65. Fresh new look Easier navigation Better sorting & tagging of posts Discussion forum, photos, polls Integration with existing web 2.0 apps (Youtube, Flickr, slideshare, Twitter, Facebook) Widgets, widgets, widgets! Mobile blogging And of course….Heritage TV! From metablog  social media platform Content This is just a mock-up!
  58. 66. <ul><li>Engaging Our FOYers </li></ul><ul><li>More regular gatherings </li></ul><ul><li>Exhibition previews/ events </li></ul><ul><li>Expanding and growing community </li></ul><ul><li>Involving them in our plans </li></ul><ul><li>Free museum passes! </li></ul>Reaching new communities Ping.sg Tomorrow.sg The Digital Movement Social Media Breakfast Podcamp Entrepreneur 27 University interest groups (eg NUS Geographic Society) Others… Communities
  59. 67. Campaigns Project DarkStar Competition for youths and young adults to develop web-based games with heritage appeal Young Envoys for Arts & Heritage (YEAH!) Enlist, engage and empower Recruit 10 advocates as influencers and sneezers Online and offline mashup – from facebook to face-to-face Generate buzz and WOM
  60. 68. We’re on … Facebook: More than 400 friends in Explore Singapore! – Let’s Have Fun Friendster: 80 friends YouTube: Videos uploaded – NHB corporate video, National Day Video etc In the pipeline … Expansion of NHB’s Twitter and Flickr accounts Heritage TV (NHB’s social media vodcast) Accounts in Plurk , Jaiku and others Entries in Wikipedia Content on Slideshare RazorTV, Omy.sg, Yebber, Blog2u etc Channels
  61. 69. Page Views: At least 20% increase Unique visitors: At least 20% increase Advocates: 20 new social media affiliates Our Targets? (20/20/20 rule)
  62. 70. Our Aim … <ul><li>To keep Yesterday.sg </li></ul><ul><li>Contemporary </li></ul><ul><li>Comfortable </li></ul><ul><li>Compelling </li></ul><ul><li>Connected </li></ul>
  63. 71. <ul><li>Thank You </li></ul>