Old Stories New Media
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Old Stories New Media






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Old Stories New Media Old Stories New Media Presentation Transcript

  • Painting the LANDSCAPE
  • Tracks 112.8 million blogs Total: 185.62 million blogs Tracks 72.82 million Chinese blogs
  • Bloggers in Singapore The Straits Times – Digital Life , 17 July 2007 862,000 This means that on average, almost one in five are bloggers
  • 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
  • Profile of Digital Natives Curious and adaptable Looking for self-expression Socialise online through social media platforms Are used to receiving information instantaneously
  • 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
  • Web 2.0 Tools
    • Measurement Strategy
      • Setup measurement goals first
      • New attributes to measure
    • Measurement Tools
      • Analytics
      • Feedreader
      • Technorati
      • Bloglines
      • Newsgator
      • Google
      • Google Alerts
      • Aggregators like Digg and Techmeme
    Listening Tools Source: PodTech.net
  • Community Tools Forums Wikis PublicSquare (BoA) Ideastorm Social Networking white label Virtual Worlds (Second Life, Active Worlds) Source: PodTech.net
  • Publishing Tools Blogs Audio Podcasts Online Videos Twitter Live Streaming Plurk! Source: PodTech.net
  • 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
    • Gain ‘street cred’ by having various independent voices championing your cause
    Powerful platform for Word Of Mouth (WOM) marketing Reach web-savvy and largely young audiences Reasons for Blogging
  • Document and capture stories, facts, photos, videos, audio clips and other rich content Crowdsource Instantaneous and immediate Low cost Reasons for Blogging
  • A Few Words of Caution …
  • 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
  • The Tale of
  • + = Blogs Heritage Strange Bedfellows?
  • Genesis of
  • 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
  • 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
  • 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
  • Presenting… The FOYers* *Friends Of Yesterday
  • 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
  • Policy Blogging
  • Nothing religious Nothing slanderous Nothing seditious Nothing foul or abusive Nothing political
  • Technical Bits
  • Powered by Expression Engine (EE) Enable banning of words , members and IP addresses
  • Multi-user administration , registration and posting
  • Allows editorial workflows (i.e., edit, approve, reject or schedule posts)
  • Ability to create photo-galleries
    • Sample
    PO STS
  • The Challenges
    • Occasional technical difficulties
    Niche content Growing our membership base Sustaining and growing visitorship Increasing participation rates Contest fatigue Social media saturation
  • The Bill
  • Technical & Design Cost S$5000 Editing (monthly) S$600 Initial marketing efforts S$80,000
  • Key Spreading the Word
  • MyBlogLog E-Marketing
  • Sponsored results on Google Sponsored results on Yahoo
  • Search Engine Optimisation
  • 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)
  • What Others Are Saying
  • “ I was surprised at the surge of visitors I have been getting from yesterday.sg… So when I checked, to my utmost delight”… Huiqi
  • http://escapismdefined.com/2006/nostalgia/ It was so good that I couldn’t stop reading despite my stomach screaming for life supply.”
  • http://www.farflungcraft.com/blogs/SLS/ “features even more information about Singapore… as it was yesterday. Great site. Worth a read!”
  • Media Coverage
  • The New Paper The Straits Times TODAY ST Digital Life Lianhe ZaoBao STOMP OMY My Paper Business Times
  • CNA Prime Time Morning News Radio 93.8 Breakfast Show Capital 95.8FM 93.8Live Radio Singapore International Cleo Magazine Challenge Magazine
  • What it all means …
  • 30000 Page Views Per Month
      • 300 Reads Per Post
    15000 Unique Visitors Per Month 2223 Registered Members 40 Friends of yesterday.sg Yesterday.sg
  • By Museums and the Web 2007 The State of Museum Blogosphere Ranked as the 5 th museum blog in the world!
  • Ranked 58,288 out of 112.8 million blogs around the world
  • The Road Ahead yesterday.sg 2.0
  • After two years, it’s time for an upgrade! In a survey in July 2008 we found…
    • Most readers of the site are in their mid 20s to mid 30s
    • Majority found us through search engines …
  • What’s hot!
    • Top reasons for coming to yesterday.sg:
    • - Research - school projects
    • - Learn about Singapore’s heritage and history
    • Interested in local nostalgia
    • Museum happenings
    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
  • Focus on: Content Communities Campaigns Channels Action Plan
  • 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!
    • Engaging Our FOYers
    • More regular gatherings
    • Exhibition previews/ events
    • Expanding and growing community
    • Involving them in our plans
    • Free museum passes!
    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
  • 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
  • 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
  • Page Views: At least 20% increase Unique visitors: At least 20% increase Advocates: 20 new social media affiliates Our Targets? (20/20/20 rule)
  • Our Aim …
    • To keep Yesterday.sg
    • Contemporary
    • Comfortable
    • Compelling
    • Connected
    • Thank You