innovations with user generated content Matthew Buckland www.matthewbuckland.com

innovations

with user generated content

Matthew Buckland

www.matthewbuckland.com

Who am I? 24.com, Cape Town, South Africa

COMSCORE Rank Name 1 Google 2 Microsoft 3 Facebook 4 Yahoo 5 24.com 6 Wikimedia 7 eBay 8 Barclays Bank 9 Standard Bank 10 FNB

Business model The business 3.7m Users

Thought Leader model Harnessing UGC, to deliver quality, useful and relevant content

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.

Blog hybrid Editorial blog Closed UGC Intelligent UGC Open source Webby Honoree

Columnists 2.0: Hundreds of contributors/ ”columnists” free to contribute at own pace and schedule. Write directly into CMS.

All submissions edited, even comments. Basic guidelines: must be about issues and not daily diaries about personal lives.

Don’t pay contributors. Write for passion, peer recognition, influence, profile and to make business.

4 key principles. How media can integrate user intelligence, intelligently .

Media confused about blogs and UGC in early days, not sure of its role Should relish being control freaks about content Should not be hands-off blog hosters for just any content Wikipedia actually not that different (also gate keeps) 1. Don’t abandon gatekeeping

Elevate expert readers & selected community members from comments areas Open & extend columnists/by invitation UGC from “closed network” of users Influential contributors attract networks to your site Not about the money: prestige, peer recognition plays a role 2. “Not all readers equal”

The differentiator in an increasingly chaotic digital world where just about anyone can be a writer, journalist or photographer. But at same time, media cannot ignore the power of citizen media and user-generated content. New brands allow you to be more experimental 3. Media is about quality

Media can do more to make readers part of publishing process Collaborate: Look at blogger-media partnerships Tackle micro niche content areas & find new readers Be flexible about copyright Share ad revenue with contributors Share traffic with contributors 4. Partnerships

the quid pro quo

Some examples What’s working, and what’s not

Steve Jobs heart attack post highlights citizen journalism perils – Macworld.com Should Citizen Journalism Be Placed Under Citizen's Arrest? – technewsworld.com “ Wall Street Gets Sucker Punched By Main Street Via CNN iReporter - iphonesaviour.com Steve Jobs Had No Heart Attack...And Citizen Journalism Just Failed - ReadWriteWeb ”

rubbish. Not citizen journalism that failed, but media’s implementation of it. Instead of limited gate-keeping structure, they opened themselves up to risk. On a story this size there should be fact-checking mechanisms in place.

Khaya Dlanga: 6-million+ views

Blogger-media partnership, covering political event

New revenue models Monetising user generated content

Traditional online advertising

Shared-revenue blog sponsorship

“ bloggertorial” Blogs for company CEOs; Company Gets traffic of Thought Leader platform Clearly defined advertising area Another way to get advertising message across

some stats 6,296,633 reader words 2,591,619 contributor words On an editorial budget of €0 ...turning traditional media model on its head?

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

thank you & questions

available @ www.slideshare.net/matthewbuckland

contact @ [email_address]