Transforming Mass Media with Social Media

Transforming mass media with social media Social media for deep engagement

Connection, not just crowd-sourcing

Thought-provoking, not just provocative

If you build a boxing ring, people are going to fight. Tom Steinberg, MySociety.org

What do you reckon?

Not what you reckon. What did you witness?

The old model Publisher Creates Content Reacts Audience

The New Model

User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)

Beyond social networking

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Catalyst Connected Networking tools Blogging tools Commenting Networked journalism Rating Voting Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Catalyst Attention Connected Networking tools Commenting Blogging tools Networked journalism & Rating Voting Reputation Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles

This is not about technology

The need to communicate

Social media strategies

Social media strategies Open up to audience

Social media strategies Open up to audience Involve the audience in meaningful ways

Social media strategies Open up to audience Involve the audience in meaningful ways Tap into the wisdom in the crowds

Social media strategies Open up to audience Involve the audience in meaningful ways Tap into the wisdom in the crowds Go to where the conversation is

User generated content as a service to users

Calling Tony Blair to account

Crowdsourcing MPs Expenses

Guardian: Iran faces of the dead and detained

Message for Obama

Guardian Open Platform

Users working with our data

‘Wrapping content in a community’

Building a community of contributors

Social media beyond the screen

Social media beyond the screen 4000 miles

Social media beyond the screen 4000 miles 2060 photos

Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates

Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates 50 blog posts

Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates 50 blog posts 4 blogger meetups

Networked journalism

Where is the conversation going?

Where is the conversation going? DIY TV advertising

Where is the conversation going? DIY TV advertising “Dual-screen” viewing and the “virtual watercooler”

Where is the conversation going? DIY TV advertising “Dual-screen” viewing and the “virtual watercooler” Location-based networks

DIY Advertising

“Dual-screen” viewing

Sharing directly from TV

Location, Location, Location

What’s stopping you? How many psychiatrists does it take to change a light bulb?

One...but the light bulb has to want to change

With thanks to ... Flickr photos Some Rights Reserved From Flickr the main (boxing) by dickuhne Kitten on a laptop by Doug Woods an idea (the light bulb) by aloshbennet massive change by 416style From icanhascheezburger.com leef I alonze by Brad

Kevin Anderson, journalism innovator kevin@charman-anderson.com http://charman-anderson.com

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Transforming Mass Media with Social Media

by Kevin Anderson

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