media 2.0 Matthew Buckland www.matthewbuckland.com
All media powered by internet Multiple digital platforms & formats Fragmented media environment Everyone potentially a media player
Information pollution & overload
and what it means for media
Harness user intelligence & content Cost-effective, participatory & inclusive Build community & loyalty A forgotten art in mass media age
Don’t abandon gatekeeping
Develop sophisticated relationship with user User: Compare CNN.com vs Facebook Targeted content & advertising
Social network = publishing 2.0?
Social bookmarking a start
Link, even to your competitors!
Practical examples @ mail & guardian online social into media
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.
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 Editor selects lead & homepage articles
Articles vetted and subbed
the editorial blog Transplant addictive qualities of blogging Instant feedback & stats & trackbacks Blogger ranking system to create competition
Networking with other bloggers
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
some firsts First blogger at Polokwane First blogger to be fired People blogging for first time First SA media-blog hybrid model First blog to be mentioned in ST leader page
First SA site to receive “Webby Honoree”
the stats 1,700,000 contributor words 290,000 monthly page impressions 15,000 daily newsletter subscribers All on a budget of virtually R0
...turning traditional media model on its head?
available @ www.slideshare.net/matthewbuckland
contact @ [email_address]