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Media 2.0 (Presented Dublin, IFRA)

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How online media should approach web 2.0 and how the online newspaper I run, Mail & Guardian Online, embraced Web 2.0

How online media should approach web 2.0 and how the online newspaper I run, Mail & Guardian Online, embraced Web 2.0

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  • 1.
    • Matthew Buckland
    • GM: New Media
    • www.matthewbuckland.com
    media 2.0 media 2.0
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Despite the hype & changing technology environment which sees increasingly fragmented, informal media, there is one constant: People want quality
  • 6. 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.
  • 7. 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)
  • 8. Daily website Weekly paper
  • 9. 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)
  • 10. 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
  • 11. www.newsinphotos.co.za
  • 12. 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
  • 13. http://photos.mg.co.za/getone.php
  • 14. www.newsinphotos.co.za
  • 15. http://photos.mg.co.za/zzub.php
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27. 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
  • 28. www.amatomu.com
  • 29. www.amatomu.com
  • 30. www.amatomu.com
  • 31. www.amatomu.com
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36. amatomu.com
    • 2,5-million clickthroughs back to blogosphere
    • 350k daily page impressions
    • Niche social/business network for bloggers?
    • Network advertising model for blogs?
  • 37. 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
  • 38. www.amagama.com
  • 39.  
  • 40. 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.
  • 41.  
  • 42. www.thoughtleader.co.za
  • 43. 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
  • 44. 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
  • 45.  
  • 46. blogger vs columnist
    • We realised we could convince many of these influential people to blog with us , but not do a column. Why?
  • 47. 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?
  • 48. http://www.thoughtleader.co.za/guyberger
  • 49. the editorial blog
    • Transplant addictive qualities of blogging
    • Instant feedback & stats & trackbacks
    • Networking with other bloggers
    • Blogger ranking system to create competition
  • 50. www.thoughtleader.co.za
  • 51. http://www.thoughtleader.co.za/topbloggers/
  • 52. how we did it
    • Open source , using WordPress (SU)
    • Customised WordPress dashboard, look & feel
    • Hacked WordPress, applied plugins
  • 53. 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
  • 54. 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?
  • 55.
    • thank you & questions
    • also available @
    • www.slideshare.net/matthewbuckland
    • contact @
    • [email_address]