Reboot9

Reboot9
May 31st, 2007

Presentation

Presentation
Björn Jeffery
★

Presentation
Björn Jeffery
★
Internet Strategist at Good Old
★

Presentation
Björn Jeffery
★
Internet Strategist at Good Old
★
Founder of two of Swedens larger blogs,
★
Manolo.se and Discobelle.net

Presentation
Björn Jeffery
★
Internet Strategist at Good Old
★
Founder of two of Swedens larger blogs,
★
Manolo.se and Discobelle.net
Previously at SVT, GP and Sydsvenskan
★

Old Media
vs New Media

Old Media
vs New Media
So last season?

I will try to answer...

I will try to answer...
Why old media has to change its ways in
★
order to stay survive

I will try to answer...
Why old media has to change its ways in
★
order to stay survive
How societal communication changes
★
along with the current media shift

I will try to answer...
Why old media has to change its ways in
★
order to stay survive
How societal communication changes
★
along with the current media shift
What new media must learn from old
★
media in order to evolve, and improve

Old Media

Old Media
Yesterdays news that costs money,
printed on dead wood (but it worked!)

Starting point

Starting point
Why change?
★

Starting point
Why change?
★
Because is old media is:
★

Starting point
Why change?
★
Because is old media is:
★
Not used to the internet
★

Starting point
Why change?
★
Because is old media is:
★
Not used to the internet
★
Not used to competition
★

Starting point
Why change?
★
Because is old media is:
★
Not used to the internet
★
Not used to competition
★
Not used to recognising threats other
★
than those from media competitors

Starting point
Why change?
★
Because is old media is:
★
Not used to the internet
★
Not used to competition
★
Not used to recognising threats other
★
than those from media competitors
Not used to dialogue
★

The defining factor

The defining factor
Internet went from being a medium, to
★
being a carrier of media

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★
Telephones on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★
Telephones on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★
Telephones on the internet
★
TV on the internet
★

The defining factor
Internet went from being a medium, to
★
being a carrier of media
Newspapers on the internet
★
Radio on the internet
★
Telephones on the internet
★
TV on the internet
★

Competition

Competition
Technorati: 1.4 new blogs/second
★

Competition
Technorati: 1.4 new blogs/second
★
Strong brands hosting web services (Coca-
★
Cola´s 43things clone + MyCoke)

Competition
Technorati: 1.4 new blogs/second
★
Strong brands hosting web services (Coca-
★
Cola´s 43things clone + MyCoke)
LAMP lowers threshold from idea to launch
★

New threats

New threats
Classifieds - major source of revenue
★

New threats
Classifieds - major source of revenue
★
Craigslist.org made $6 million, removed
★
$60 million from the market

New threats
Classifieds - major source of revenue
★
Craigslist.org made $6 million, removed
★
$60 million from the market
Blocket.se - same effect in Sweden
★

New threats
Classifieds - major source of revenue
★
Craigslist.org made $6 million, removed
★
$60 million from the market
Blocket.se - same effect in Sweden
★
Broke user tradition that was over 150
★
years old

Dialogue

Dialogue
Reader commentary pushes:
★

Dialogue
Reader commentary pushes:
★
correctness
★

Dialogue
Reader commentary pushes:
★
correctness
★
transparency
★

Dialogue
Reader commentary pushes:
★
correctness
★
transparency
★
the importance of knowing your readers
★

Dialogue
Reader commentary pushes:
★
correctness
★
transparency
★
the importance of knowing your readers
★
Reader commentary creates:
★

Dialogue
Reader commentary pushes:
★
correctness
★
transparency
★
the importance of knowing your readers
★
Reader commentary creates:
★
a previously non-existing social arena
★

The change

The change
Invite readers to a conversation (duh)
★

The change
Invite readers to a conversation (duh)
★
From Gatekeeper to Curator
★

The change
Invite readers to a conversation (duh)
★
From Gatekeeper to Curator
★
Face facts - everyone doesn’t like you
★
anymore (you’re just one RSS out of 200)

The change
Invite readers to a conversation (duh)
★
From Gatekeeper to Curator
★
Face facts - everyone doesn’t like you
★
anymore (you’re just one RSS out of 200)
Leverage strong brand in order create new
★
areas of information providing; e.g. wifi as
society´s backchannel

Communication shift

Communication shift
Information narcissism,
and the end of having anything in common

News narcissism

News narcissism
“The activist reporting is also some sort of
★
news narcissism: through constantly
focusing on themselves the struggle
becomes larger and more dramatic than it
really is.”

News narcissism
“The activist reporting is also some sort of
★
news narcissism: through constantly
focusing on themselves the struggle
becomes larger and more dramatic than it
really is.”
Rakel Chukri
Sydsvenskan, 070303

Information narcissism

Information narcissism
Micro-media enables massive parallel
★
information consumption

Information narcissism
Micro-media enables massive parallel
★
information consumption
Everyone can choose what aspect to
★
read

Information narcissism
Micro-media enables massive parallel
★
information consumption
Everyone can choose what aspect to
★
read
Fewer public common grounds
★

April 16th, 2007

April 16th, 2007
World: School massacre at Virginia Tech
★

April 16th, 2007
World: School massacre at Virginia Tech
★
Rakel: Commentary on P1 about the new
★
Swedish budget

April 16th, 2007
World: School massacre at Virginia Tech
★
Rakel: Commentary on P1 about the new
★
Swedish budget
Me: Allers buys Blog Esse (ex BlogSoft)
★

The shift

The shift
Reverse to core values IRL
★
“Isn’t it unusually hot today?”

The shift
Reverse to core values IRL
★
“Isn’t it unusually hot today?”
Nerd values online
★
“Have you seen the latest Shimano gear
system for the Nike Concept hybrid
mountain bikes?”

New Media

New Media
Taking it back to the old school, to get ahead

Lots of micro,
makes macro

Lots of micro,
makes macro
Successful new media understands and
★
supports micro, and tries to create
new macro

Lots of micro,
makes macro
Successful new media understands and
★
supports micro, and tries to create
new macro
...and who is good at this?
★

Old medias revenge

Old medias revenge
18 pages of news, on one single story
★

Old medias revenge
18 pages of news, on one single story
★
Feeding the public’s urge for more
★

Old medias revenge
18 pages of news, on one single story
★
Feeding the public’s urge for more
★
Adding all aspects to create maximum of
★
buzz

New Media keys

New Media keys
Balance - more that just rants and raves
★

New Media keys
Balance - more that just rants and raves
★
Credibility - pr-blogs spamming the
★
conversation

New Media keys
Balance - more that just rants and raves
★
Credibility - pr-blogs spamming the
★
conversation
Research - one phone call does all the
★
difference

New Media keys
Balance - more that just rants and raves
★
Credibility - pr-blogs spamming the
★
conversation
Research - one phone call does all the
★
difference
Decency - bloggers code of conduct
★

The challenge

The challenge
Keeping micro sharp and correct
★

The challenge
Keeping micro sharp and correct
★
...while creating new social grounds where
★
several micro can meet

The challenge
Keeping micro sharp and correct
★
...while creating new social grounds where
★
several micro can meet
...in order to create the new macros
★

Summary

Summary
Support dialogue and become a social
★
arena

Summary
Support dialogue and become a social
★
arena
Support balance, honesty & fairness
★

Summary
Support dialogue and become a social
★
arena
Support balance, honesty & fairness
★
Support several micro - in order to create
★
new macro

Thanks!

Keep in touch!
E-mail: bjorn.jeffery@goodold.se
★
Mobile: +46 (0)70-566 19 46
★
Skype: bjornjeffery
★
MSN: bjornjeffery@hotmail.com
★
Second Life: Helt Okey
★