Media 2.0 (Presented Dublin, IFRA)

Matthew Buckland
GM: New Media
www.matthewbuckland.com
media 2.0 media 2.0

web 2.0
Look beyond the buzzword & hype
In essence, it’s nothing new
Yet captures new spirit & culture on the web
Driven by technology & media convergence
Popularised new “best practice” approach

what it means for media
Build sites cheaply, quickly & collaboratively
Harness reader intelligence & content effectively
Harness the “network effect” of internet
Is social media online publishing 2.0 for niches?
Get closer to reader, create community

media & web 2.0
Role of media company changing?
Dilemma: facilitator, aggregator or publisher?
Basic principles: always be edited under yr brand
A solution: multi-brand approach = more freedom

Despite the hype & changing technology environment which sees increasingly fragmented, informal media, there is one constant: People want quality

In the digital era, perhaps it’s media’s role to cut through clutter & noise . It was the same as the first newspaper rolled off the press, it’s the same now, and will be the same forever. Media are gatekeepers and guardians of quality.

our web 2.0 projects
Blog strategy
amatomu.com (regional blog aggregator)
Amagama.com (blog hosting)
thoughtleader.co.za (blog/media hybrid)
Also...
newsinphotos.co.za
Facebook apps & Facebook groups
(and... podcasts; social bookmarking, RSS etc)

Daily website Weekly paper

about m&g online
Quality weekend weekly & daily website
Mostly profitable, 10% companies revenues
Both online & offline growing in readership
Strong online & offline differentiation
Main site more web 0.2 than web 2.0! (redeveloping)

where I come from
South Africa: 37th in world for WWW users
Currently 6th biggest country on FaceBook
Internet pop about size of Ireland population
Got some of the most expensive internet in world
Belated boom : broadband rollout & price cuts

www.newsinphotos.co.za

newsinphotos.co.za
Photos, with web 2.0
Swarm, blog widget, tags
Popular photos, comments
User photo submissions
Slow trickle, but bursts to life with breaking news

http://photos.mg.co.za/getone.php

www.newsinphotos.co.za

http://photos.mg.co.za/zzub.php

amatomu.com
As media how do we work with blogosphere ?
Regional blog aggregator , analytics provider
Became a homepage for local blogs
Overall picture of local blogs, helped create blog community
Automatically generated tags gaining traction with Google
Become a gateway to local blogs

www.amatomu.com

amatomu.com
2,5-million clickthroughs back to blogosphere
350k daily page impressions
Niche social/business network for bloggers?
Network advertising model for blogs?

amagama.com
Straight blog hoster , much like an ISP
Unmoderated , hands off approach
Vertical/silo model , no aggregation
React to user abuse tipoffs and take-down notices

www.amagama.com

Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.

www.thoughtleader.co.za

harness user intelligence, intelligently
Hybrid approach: media model & blog model
Best of both formats: Blogs with editor
UGC from a select, closed network of users
Full moderation (comments & articles)
Editor selects lead & homepage articles
Articles vetted and subbed

hybrid model Best of publishing editor & gatekeeping processes, corporate structure, style rules, standardised media ethics Best of blogs trackbacks, network, blogrolls, stats, comments, laissez-faire publishing schedule, conversational style

blogger vs columnist
We realised we could convince many of these influential people to blog with us , but not do a column. Why?

blog Write on what you want, how long you want, however frequently you want, less commitment? “By invitation 2.0”? column Deadline, often write on set topic, set day for publishing, set amount of words, more pressure? more commitment?

http://www.thoughtleader.co.za/guyberger

the editorial blog
Transplant addictive qualities of blogging
Instant feedback & stats & trackbacks
Networking with other bloggers
Blogger ranking system to create competition

www.thoughtleader.co.za

http://www.thoughtleader.co.za/topbloggers/

how we did it
Open source , using WordPress (SU)
Customised WordPress dashboard, look & feel
Hacked WordPress, applied plugins

insights
People dying to write & share ideas, just need a platform
Journos want money for writing, non-journos don’t
People write better when know it’s going through an editor
Build audience by making influential people part of your site
As leaders in their fields, they bring their networks to you

the stats (3 mnths)
>700,000 words
3,000 comments
100 contributors
All on a budget of 0$
...turning traditional media model on its head?

thank you & questions
also available @
www.slideshare.net/matthewbuckland
contact @
[email_address]

http://mediablog.hvg.hu	73
http://www.matthewbuckland.com	58
http://www.phdhungary.hu	56
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Media 2.0 (Presented Dublin, IFRA)

by matthewbuckland on Nov 08, 2007

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Media 2.0 (Presented Dublin, IFRA) — Presentation Transcript