BEST CASES IN
MULTIMEDIA JOURNALISM


                     Denis Gursky
              Media Marketing Mom
WHAT IS THERE BEHIND
             SOCIAL MEDIA?
      Iranian Elections, Jun 12,
                2009

•   Overcoming the ...
WHAT IS THERE BEHIND
  SOCIAL MEDIA?
            BP Gas oil spill, Jun 2010

      •   #oilspill in Top Twitter Trends

  ...
WHAT IS THERE BEHIND
  SOCIAL MEDIA?
                   Horror of Haiti, Jan 2010

              •   Twitter or/and Facebo...
WHAT IS THERE BEHIND
              SOCIAL MEDIA?
     Twitter Revolution in Moldova,
               Apr 2009
•   Mass prot...
WHAT IS THERE BEHIND
  SOCIAL MEDIA?
           Explosions in Moscow
          Metropolitan, 29 Mar 2010
      •   2 power...
WHAT IS THERE BEHIND
  SOCIAL MEDIA?
                  Boycott of Lukoil, Feb 2010

              •   Car accident in Mosc...
MULTIMEDIA JOURNALISM
Thin border between multiplatform news delivery,
reporting and Internet PR/Relations Management
4 ASPECTS OF MULTIMEDIA
 JOURNALISM DEVELOPMENT

• #1   DIY -- How to do it

• #2   ORGANIZATIONAL -- How to manage it

• ...
#1 DYI -- HOW TO DO IT
 You know all of them. You use them every day.
#1
       WHAT YOU NEED
     MULTIMEDIA TOOLS FOR?
               Journalist must be objective
                 Reporting ...
#1

       WHICH TOOLS TO USE




                     +
     Capturing                     Composing




                ...
#1

 USEFUL MULTIMEDIA TOOLS FOR...
                         News & Commentary

 • Recording     Skype Video Call

 • Info...
#1

 USEFUL MULTIMEDIA TOOLS FOR...
                              Reporting



 • Fine   tuned blog

 • Internet   Connect...
#1

     FAVORITE PIECE
     Fast Company’s Infographics
#2 ORGANIZATIONAL --
 HOW TO MANAGE IT
  convergent structures and management
#2
                   CONVERGENT
                   ENVIRONMENT

 • LEVEL   1: Multiple Media Newsroom - Staff is separate...
#2
       LEVEL 1: STAFF IS SEPARATED
              BY CHANNEL
 •   Österreich in Austria

 •   167,000 copies daily

 •  ...
#2
       LEVEL 2: STAFF IS SEPARATED
                 BY TOPIC
 •   RIA News in Russia

 •   Editors are responsible for ...
#2
            LEVEL 3: STAFF IS SEPARATED
            BY TOPIC, BUT NO CHANNEL
                      EDITORS
 •   Daily T...
#2
                      CONVERGENT
                     ENVIRONMENTS
                        moving tables is not enough
...
#2
         SMALL MEDIA CHOOSE:
         FREELANCE CHALLENGE
 • Market    competence is high

 • The   supply is overwhelm...
#2




                           ODESK
 •Easy to register
 •Money cashback
 •All professions, global geography
 •Flexible...
#2

     TRUST LOOSE
#2
              BIG MEDIA CHOOSE:
              CITIZEN JOURNALISM
 • Customer    engagement

 • Creating   a trusted net...
#2




                      OMYNEWS
 •Was archived in order to debate on Citizen Journalism itself
 •Is searching for CJ ...
#3 BUSINESS MODEL
what’s going on in the media consumption habits and where the
               new demand and approaches a...
#3
                 BEHAVIOR CHANGE
Gfk Research Summit 2010: Understanding the Ant Hill: How Messages Morph into Social E...
#3
     WHERE THE CONSUMER
     YES IS HEADING TO
 • Mobile

 • Networked

 • Interactive


     NO

 • Copyright

 • Paym...
#3

           CONTENT LIKE WATER

 • Easy   access

 • Almost   free

 • Replicable   and copy/pastable

 • Additional   ...
#3

     BIG CHANGE IN CONTENT
        when media is free, free of copyright and is bodiless

     Linear                 ...
#3

              KIND OF BAD NEWS

 • Point   of view is defined by the
     point of sitting

 • News    are wanted be an...
SOCIAL MEDIA
SOCIAL IMPACT
 The world is getting less
    and less intimate!

  Everybody becomes
        media
#3

     WHEN EVERYONE IS MEDIA,
      ATTENTION - IS A NEW
           CURRENCY
#3
OPEN MEDIA
COMPANY
1.Consumer wants               4.Distribution
                                  TV (satellite, cable...
#3
     ONE SMALL DETAIL ABOUT
      EACH OF SUCCEEDERS
#4 SOCIAL IMPACT
     Is there any?
SOCIAL CHANGE

1.Social media is closer to
  people and allows personal
  approach
2.Donations and Social Help
3.True inte...
THANK YOU
               Denis Gursky
        Media Marketing Mom
       dg@mmmgroup.com.ua
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Denis Gursky Best Cases in Multimedia Journalism

  1. 1. BEST CASES IN MULTIMEDIA JOURNALISM Denis Gursky Media Marketing Mom
  2. 2. WHAT IS THERE BEHIND SOCIAL MEDIA? Iranian Elections, Jun 12, 2009 • Overcoming the government censorship and firewalls • US State Department monitoring • Mir-Hossein Mousavi calming the situation down • People communicating with each other
  3. 3. WHAT IS THERE BEHIND SOCIAL MEDIA? BP Gas oil spill, Jun 2010 • #oilspill in Top Twitter Trends • 400,000 likes in FaceBook Group • Photo uploads of the damage and protests • OilReporter • Google Crisis Response
  4. 4. WHAT IS THERE BEHIND SOCIAL MEDIA? Horror of Haiti, Jan 2010 • Twitter or/and Facebook as reporting and monitoring tools • SMS “Yele” to 501501 • Big Media use Social Media • NPR case and social media competition
  5. 5. WHAT IS THERE BEHIND SOCIAL MEDIA? Twitter Revolution in Moldova, Apr 2009 • Mass protests against communists coordinated with Twitter • 10,000 young people • #pman - “Piata Marii Adunari Nationale” • Cell phones as an Internet communication tool • Internet was switched off in Chishinau • Many rumors about financing the campaign
  6. 6. WHAT IS THERE BEHIND SOCIAL MEDIA? Explosions in Moscow Metropolitan, 29 Mar 2010 • 2 powerful blasts in subway, 38 victims • Example of slowness and engagment of national TV channels • Bloggers became reporters in 4 first hours • 40 tweets per second • 100,000 posts in 1 day • Vice versa information flow
  7. 7. WHAT IS THERE BEHIND SOCIAL MEDIA? Boycott of Lukoil, Feb 2010 • Car accident in Moscow, with Lukoil CEO, 2 innocent victims • Concealment of info, live cam records erased • stop_auto_murder@mail.ru • Thousands of blogposts • Music video with 46k pageviews in 1 day
  8. 8. MULTIMEDIA JOURNALISM Thin border between multiplatform news delivery, reporting and Internet PR/Relations Management
  9. 9. 4 ASPECTS OF MULTIMEDIA JOURNALISM DEVELOPMENT • #1 DIY -- How to do it • #2 ORGANIZATIONAL -- How to manage it • #3 BUSINESS MODEL -- How to make business of it • #4 SOCIAL IMPACT -- How to change the world
  10. 10. #1 DYI -- HOW TO DO IT You know all of them. You use them every day.
  11. 11. #1 WHAT YOU NEED MULTIMEDIA TOOLS FOR? Journalist must be objective Reporting News, News feature Journalist has Newsroom Interview personal experience work only Commentary, note, Story columns, opinion Personal approach is allowed
  12. 12. #1 WHICH TOOLS TO USE + Capturing Composing Sharing Communicating
  13. 13. #1 USEFUL MULTIMEDIA TOOLS FOR... News & Commentary • Recording Skype Video Call • Infographics and visuals • Archive to Corporate Wiki • Discuss and Crowdsource • People Search • Think SEO
  14. 14. #1 USEFUL MULTIMEDIA TOOLS FOR... Reporting • Fine tuned blog • Internet Connection • Audio and Video editing tools or FTP access • Reporters Bag loaded
  15. 15. #1 FAVORITE PIECE Fast Company’s Infographics
  16. 16. #2 ORGANIZATIONAL -- HOW TO MANAGE IT convergent structures and management
  17. 17. #2 CONVERGENT ENVIRONMENT • LEVEL 1: Multiple Media Newsroom - Staff is separated by channel of communication • LEVEL 2: Cross Media Newsroom - Staff is separated by Topics and submits to editorial staff of each channels • LEVEL 3: Integrated Newsroom - Staff is separated by Topics serves all channels by themselves
  18. 18. #2 LEVEL 1: STAFF IS SEPARATED BY CHANNEL • Österreich in Austria • 167,000 copies daily • Paper and Digital departments sit in the open space • Website launch in mid 2006 • Digital journalists don’t work for paper publications and vice versa Multiple Media Newsroom
  19. 19. #2 LEVEL 2: STAFF IS SEPARATED BY TOPIC • RIA News in Russia • Editors are responsible for topics: Economics, Politics, Business, International etc. • Editors occupy the Superdesk in the middle of the newsroom • Common screen shows the hot topics which must be taken into work • Staff reports to relevant editors Cross Media Newsroom
  20. 20. #2 LEVEL 3: STAFF IS SEPARATED BY TOPIC, BUT NO CHANNEL EDITORS • Daily Telegraph UK • Every journalist is responsible for the story in ALL channels • Supporting spokes work for everyone • News Hub is the centre of the news universe and is a place for meetings • Meeting list is formed freely Integrated Newsroom
  21. 21. #2 CONVERGENT ENVIRONMENTS moving tables is not enough • Content is the only King • Staff mixed by Platform • Staff organized by Topic • Tasks followed with Platform mark as a Format notion • Deadlines are set not only for the Topic, but for the Format • Story teller with new tools
  22. 22. #2 SMALL MEDIA CHOOSE: FREELANCE CHALLENGE • Market competence is high • The supply is overwhelming • Eastern countries participate • oDesk revolution • Black and reporting job outsource
  23. 23. #2 ODESK •Easy to register •Money cashback •All professions, global geography •Flexible price scale
  24. 24. #2 TRUST LOOSE
  25. 25. #2 BIG MEDIA CHOOSE: CITIZEN JOURNALISM • Customer engagement • Creating a trusted network of alerts • Crowdsourcing in BTL form • Hyper-local trend catch • Segmentation in content
  26. 26. #2 OMYNEWS •Was archived in order to debate on Citizen Journalism itself •Is searching for CJ organizations around the world offering membership •Does that mean the idea collapse?
  27. 27. #3 BUSINESS MODEL what’s going on in the media consumption habits and where the new demand and approaches are
  28. 28. #3 BEHAVIOR CHANGE Gfk Research Summit 2010: Understanding the Ant Hill: How Messages Morph into Social Environments “Dear Diary...” Expression Blogs/Podcasts Sportsman, Rich, Pretty, Online communities ad Self esteem Funny games, “Friends Party with friends, where Socialize Email, SMS, Phone same clothes, write notes 2010 1989 Don’t talk to strangers, Security Cell phone call me when home HDTV/iPod/video games/ TV/Music/games Basics Internet Email, Twitter, Social Calls/Letters Communication networks Digital Record, Cable TV, CD’s Control Downloading iPod, cell phone, Player, Street phone On the run smartphone
  29. 29. #3 WHERE THE CONSUMER YES IS HEADING TO • Mobile • Networked • Interactive NO • Copyright • Payments • Body
  30. 30. #3 CONTENT LIKE WATER • Easy access • Almost free • Replicable and copy/pastable • Additional to everything else • Service-like value scale
  31. 31. #3 BIG CHANGE IN CONTENT when media is free, free of copyright and is bodiless Linear Interactive Text Internet Audio and Video Copyright СС Advertisement 2004-2010 Advertisement and Content Professional Creators Users and Prosumers Cash Attention Monologue Dialogue
  32. 32. #3 KIND OF BAD NEWS • Point of view is defined by the point of sitting • News are wanted be an entertainment • News have to attract attention • News follows to be the marketing of the media source
  33. 33. SOCIAL MEDIA SOCIAL IMPACT The world is getting less and less intimate! Everybody becomes media
  34. 34. #3 WHEN EVERYONE IS MEDIA, ATTENTION - IS A NEW CURRENCY
  35. 35. #3 OPEN MEDIA COMPANY 1.Consumer wants 4.Distribution TV (satellite, cable, to decide when and how Internet), website, own to get the content prints, podcasting 2.Creation of Content 5.Sales in digital format suitable new payment schemes for distribution in every and services, key role of network partnerships 3.Managing the 6.Marketing Content multi channel: from keeping, meta-tagging, branded events to PR 2.0. catalog, search Quality CRM - Efficiency
  36. 36. #3 ONE SMALL DETAIL ABOUT EACH OF SUCCEEDERS
  37. 37. #4 SOCIAL IMPACT Is there any?
  38. 38. SOCIAL CHANGE 1.Social media is closer to people and allows personal approach 2.Donations and Social Help 3.True interactivity and people communicating 4.Developing countries embrace the change of media in Internet 5.Breaking news means Internet
  39. 39. THANK YOU Denis Gursky Media Marketing Mom dg@mmmgroup.com.ua

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