THE PYRAMID OF ONLINE MEDIA CONSUMPTION

from spectator… to player: what are the consumption patterns?

Entire audience Active minority

Spectator Player Entire audience Active minority

I take a look Short visits. Non-targeted profiles, onlookers, "stray" internet users Spectator Player

Shorter visits focused on images (photo & video) Spectator Player I take a look I consume

Shorter visits, targeted, focused on text. Spectator Player I read I take a look I consume

reach Spectator Player I read I take a look I consume

This content is useful to me. I store it one way or another: 1.0 (bookmarks) or 2.0 (Delicious, Digg…) Spectator Player I read I take a look I keep I consume

I advertise the content to people around me (orally, by email, through social networks…) Spectator Player I read I take a look I keep I share I consume

I vote for articles, take part in surveys on the site… Spectator Player I read I take a look I keep I share I rate I consume

Long visits, comments posted, participation in forums. Regular profiles, experts, activists, enthusiasts. Spectator Player I read I take a look I keep I share I rate I comment I consume

I read I take a look I keep I share I rate I propose I consume I affect the editorial line: write to authors, suggest topics, post new threads in forums, moderate… Spectator Player I comment

audience Spectator Player I read I take a look I keep I share I rate I propose I consume I comment

In brief…

Spectator audience reach Player I read I take a look I keep I share I rate I propose I consume I comment

Relationship between individuals and the media

I read I take a look I keep I share I rate I propose I consume I comment

Distraction I read I take a look I keep I share I rate I propose I consume I comment

Distraction Active consumption I read I take a look I keep I share I rate I propose I consume I comment

Distraction Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment

Distraction Participation Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment

Distraction Participation I’m on the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment

Distraction Participation I’m on the site I use the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment

Distraction Participation I’m on the site I use the site I’m in the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment

What effects explain the various stages of the pyramid?

Spectator I read I take a look I keep I share I rate I propose I consume I comment Player

Spectator SEO Buzz Media coverage Advertising I read I take a look I keep I share I rate I propose I consume I comment Player

Spectator P2P recommendations Loyalty Media coverage Identification SEO Buzz Media coverage Advertising I read I take a look I keep I share I rate I propose I consume I comment Player

Spectator Strong identification Activism Expertise Passion P2P recommendations Loyalty Media coverage Identification SEO Buzz Media coverage Advertising I read I take a look I keep I share I rate I propose I consume I comment Player

The virtuous circle of online media

Positioning

Positioning Content Editorial strategy Resources Monitoring

Positioning Content Recruitment SEO Buzz Media Advertising Editorial strategy Resources Monitoring

Positioning Content Recruitment SEO Buzz Media Advertising Editorial strategy Resources Monitoring Repetition Passive audience (distraction)

Positioning Content Recruitment Network effect SEO Buzz Media Advertising Editorial strategy Resources Monitoring Repetition Passive audience (distraction) Active audience

Positioning Content Recruitment Network effect SEO Buzz Media Advertising Editorial strategy Resources Monitoring Repetition Passive audience (distraction) Loyalty Active audience Involved audience

Positioning Content Recruitment Participating audience Network effect SEO Buzz Media Advertising Editorial strategy Resources Monitoring Repetition Passive audience (distraction) Involved audience Identification Loyalty Active audience

Positioning Content Recruitment Loyalty Active audience Involved audience Participating audience Network effect Identification SEO Buzz Media Advertising Editorial strategy Resources Monitoring Feedback Repetition Passive audience (distraction)

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