News industry social media approach

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Social Media Strategic approach in News Industry and mass media shedding more light on the proper strategic implementation of social media to meet the changing news consumption behavior characteristics.
Presented through several social media international events and conferences in Middle East, Europe and USA focusing on Social Media in news industry.
Created and Presented by Sameer Issa

Published in: Business

News industry social media approach

  1. 1. News Industry In a Changing Landscape of Web 2.0 From Eyeballs to clicks to Engagement & Sentiment Tracking
  2. 2. A Story of Change Understanding News ConsumptionBehavior Change In A Social Media World Sameer Issa Creative Strategist/ Communications & Social Media
  3. 3. As change is the main criteria of the media landscape, let’s start by shedding some light on few things that haven’t changed.. Looking For some stability in a world of changeSameer Issa Creative Strategist/ Communications & Social Media
  4. 4. Back to The Basics The Need “The Need to Be Informed”Sameer Issa Creative Strategist/ Communications & Social Media
  5. 5. The Need To Be Informed How do people feel about the news? Work Personally Social Civic Enriching Related NeedsEnjoy Sharing With Feel A Civic Or Social Need To Follow On Improve My LifeFriends And Family Obligation To Stay Informed My Work Sameer Issa Creative Strategist/ Communications & Social Media
  6. 6. So What did really change??Sameer Issa Creative Strategist/ Communications & Social Media
  7. 7. A Story of ChangeNews Consumption Behavior Its the audience news consumption behavior that changed not their need to be informed. Sameer Issa Creative Strategist/ Communications & Social Media
  8. 8. A Different ProductWhat really makes news a special kind ofproduct, the basic fact that it is competing with an extra-ordinary competitor.. Sameer Issa Creative Strategist/ Communications & Social Media
  9. 9. Who’s Competing With News? Understanding the Competitive MarketPlace Competition Time Any Activity That Uses Audience Time “Content Consuming Options”Sameer Issa Creative Strategist/ Communications & Social Media
  10. 10. The Old Model Fewer Options, More time, less audience control Measuring EyeballsSameer Issa Creative Strategist/ Communications & Social Media
  11. 11. Today’s Model More Choices, less time, more audience control “ Fragmentation continue to be a major characteristic of the Media Landscape” Measuring Engagement/ Sentiment AnalysisSameer Issa Creative Strategist/ Communications & Social Media
  12. 12. Power Shift Increased options move power to the audience. Sameer Issa Creative Strategist/ Communications & Social Media
  13. 13. Today’s ModelMass Audiences Going Smaller “ Survival Means Serving Fragmented Audience” Cohort groups do not change Sameer Issa Creative Strategist/ Communications & Social Media
  14. 14. One Page History of Television • New Experience Drives Viewership1948-1960 • Program Quality & Choice Secondary • Limited Viewing Options1961-1990 • Control to Government/ Network Owners • Unlimited Viewing Options • Control to Audience1990-2010 • Loosing audience for digital media • Program Quality Critical Sameer Issa Creative Strategist/ Communications & Social Media
  15. 15. Cont ent Consumption H istorical Overview + 1950 1970Audience Time Share 1995 Post Digital Era; Web 3.0, 4.0? 2010 ? + Limited Choices Endless Choices Content Consuming Options Sameer Issa Creative Strategist/ Communications & Social Media
  16. 16. Today’s ModelA critical mix creating the biggest challenge for news industry.. Sameer Issa Creative Strategist/ Communications & Social Media
  17. 17. A Critical Mix !So Little Time Unlimited ResourcesHuge Competition Over More Consuming Options The Audience Time Online, Offline, Multi Platform Sameer Issa Creative Strategist/ Communications & Social Media
  18. 18. Challenge The Biggest Challenge for News Industry in Todays’ Media Landscape: Relevancy? How to solve relevancy, maintain engagement, and filter the noise?Sameer Issa Creative Strategist/ Communications & Social Media
  19. 19. Filtering The Noise Understanding Change in News Consumption Behavior starts byidentifying audience response to the issue of relevancy in the landscape of web 2.0“Understanding news consumption behavior in a social media world” Sameer Issa Creative Strategist/ Communications & Social Media
  20. 20. News Consumption Behavior In A Social Media World Understanding the change by analyzing the trends
  21. 21. The Big Shift “A big change in the way we consumenews happened during the past 5 yearsas a direct response to increasing noise and the rise of social media” Sameer Issa Creative Strategist/ Communications & Social Media
  22. 22. So, what are the current trends for news consumption? Sameer Issa Creative Strategist/ Communications & Social Media
  23. 23. The Major TrendSocial Change Begins..“Once social change begins, it cannot be reversed. You cannot un-educate the person who has learned to read. You cannot humiliate the person who feels pride. You cannot oppress the people who are not afraid anymore. We have seen the future, and the future is ours.” Cesar Chavez Sameer Issa Creative Strategist/ Communications & Social Media
  24. 24. Social StreamHot news consumption shifting towards social stream“Social networks becoming the landing page for news consumption” Sameer Issa Creative Strategist/ Communications & Social Media
  25. 25. Breaking News Does it exist anymore?Sameer Issa Creative Strategist/ Communications & Social Media
  26. 26. Ch anging NewswireSocial network becoming personalized newswire 74% Receive information & News through Facebook “NPR Survey”Sameer Issa Creative Strategist/ Communications & Social Media
  27. 27. Changing News Sources Friends becoming news sources73% Expect their friends to Share Interesting News & Stories “NPR Survey” Sameer Issa Creative Strategist/ Communications & Social Media
  28. 28. New ExperienceNews consumption becoming a new social experience and a socially driven activity 75% of news consumed online is through shared news “NPR Survey” Sameer Issa Creative Strategist/ Communications & Social Media
  29. 29. Who’s paying the price for thissocial shift in news consumption.. Sameer Issa Creative Strategist/ Communications & Social Media
  30. 30. Online Media “As online media once challenged traditional media business model, now its time for the social stream to bring the next wave of change” “There’s no such thing as present or future, only history repeating itself in the same old boring way” Chinese ProverbSameer Issa Creative Strategist/ Communications & Social Media
  31. 31. Loosing TrafficOnline media sites loosing traffic for social stream“Gone are the days when you spend hours on NYTimes Site” Sameer Issa Creative Strategist/ Communications & Social Media
  32. 32. Response To NoiseAverage user now turns to only few web sites Social Media is Now Challenging Online Media “Limitations aren’t the number of sources available for users, but finding content that is most relevant to them” Sameer Issa Creative Strategist/ Communications & Social Media
  33. 33. se R esponding To Traffic LoWashington Post; integrating FaceBook Plug-ins into its site for a new social experience as an attempt to control traffic loseSameer Issa Creative Strategist/ Communications & Social Media
  34. 34. Personalization News feeds becoming usergenerated and more personalized “People want to see only the news they’re interested in through a personalized stream of content”” Sameer Issa Creative Strategist/ Communications & Social Media
  35. 35. Future Model The Daily ME ?Sameer Issa Creative Strategist/ Communications & Social Media
  36. 36. CustomizationPersonal preferences and customization “People demand more control over news stream” 30% of online news consumers have customized their news stream Sameer Issa Creative Strategist/ Communications & Social Media
  37. 37. Responding To Customization News Match By: Los Angeles TimesSameer Issa Creative Strategist/ Communications & Social Media
  38. 38. News is Pocket SizedA major challenge is solving the problem of frustration in consuming mobile content Mobile content consumption; an area where major developments are taking place Sameer Issa Creative Strategist/ Communications & Social Media
  39. 39. Tou ching The News iPad A revolutionary platform providingunique content consumption experience.“ The huge success brought by the iPad while many other tablets have failed before, indicates that creating new personalized content consumption experiences is becoming a mainstream. Sameer Issa Creative Strategist/ Communications & Social Media
  40. 40. Multiple SourcesPeople get the news from So many sources 92% of Americans Use Multiple Platforms To Get News On A Typical Day Including National, Local TV, Internet, Newspapers, radio.. Sameer Issa Creative Strategist/ Communications & Social Media
  41. 41. Colla borative ReportingMerger between journalist,sources & content producerThe Witness Becomes The Reporter, Public is Becoming An Integral Part of News Process and News Making Sameer Issa Creative Strategist/ Communications & Social Media
  42. 42. ParticipatoryPeople are demanding for abigger role in news making 37% of users have Contributed To The Consumption of News Sameer Issa Creative Strategist/ Communications & Social Media
  43. 43. Responding To Participatory Trend Integrating Bloggers Into More Collaborative EnvironmentSameer Issa Creative Strategist/ Communications & Social Media
  44. 44. The Drive People approaches to news aredriven by specific subjects and ahope for learning by serendipity. Sameer Issa Creative Strategist/ Communications & Social Media
  45. 45. Jou rnalism in TransitionKey Challenges ForMedia Organizations
  46. 46. Challengin g Business ModelCurrent media businessmodel not viable in thefuture without change “ The web and the online news industry is in transition, technology has too much impact on the medium for it to remain static.”Sameer Issa Creative Strategist/ Communications & Social Media
  47. 47. Old Media New Media ? Now MediaSameer Issa Creative Strategist/ Communications & Social Media
  48. 48. Traditio nal Media Company Platform Dependent Resource Rich Vast Experience Established Culture Adverse To Risk True R&D RareSameer Issa Creative Strategist/ Communications & Social Media
  49. 49. New Media Landscape Extends Editorial Content & Story Telling.Engages Audience Fragments thought a 2-way Street of Interaction. Broadband A Key Delivery System. Audience Measurement Not Standardized. Opportunity For Direct Consumer Payment. Sameer Issa Creative Strategist/ Communications & Social Media
  50. 50. Vision For A New Media Company Vision tied to providing relevant, differentiated stories, messages and experiences that engagethe audience across different touch points, Filters the noise, and are measured for their results. Sameer Issa Creative Strategist/ Communications & Social Media
  51. 51. New Media CompanyCulture supports vision and change & built on solid foundation of rewards & metrics Sameer Issa Creative Strategist/ Communications & Social Media
  52. 52. Barriers To Success Adversity To Change Failure To Extend Brand Thinking Platform More Important Than Strategy. Risk Avoidance Lack Of Strategic PlanningInside-Out Thinking ies Failure To Invest In New Technolog Sameer Issa Creative Strategist/ Communications & Social Media
  53. 53. Think Strategy Before Platform!Unluckily, News organizations tend to use socialmedia as a distribution channel, focusing mainlyon the platform rather than strategy, seeking to get more traffic from Facebook & Twitter. Its the whole consumption experience that drives engagement, not just the specific platform. Sameer Issa Creative Strategist/ Communications & Social Media
  54. 54. Remember.. Technology only has value if it fulfills needSameer Issa Creative Strategist/ Communications & Social Media
  55. 55. Social CommitmentA key media network approach to social media; Organizational level commitment Social engagement should be viewed as committable core value Sameer Issa Creative Strategist/ Communications & Social Media
  56. 56. Challe nge In Social News Consumption SharingCreating New Engaging Experiences Discovering Ways Readers Can Share For News Consumption Stories And News Content Repackaging Customization Adding Different Flavors To News To Fit Into The Audience Personal Consumption Across Platforms and Social Stream Social Streams. Sameer Issa Creative Strategist/ Communications & Social Media
  57. 57. Challenging Traditional Journalism MindsetChallenging Journalist’s “prevailing dogma” of ‘we write, you read’ Social Media by Its Very Definition is A Participatory Medium”Sameer Issa Creative Strategist/ Communications & Social Media
  58. 58. A Scrambled RelationshipTechnology have scrambled everyaspect of the relationship between audience & the reporter. Sameer Issa Creative Strategist/ Communications & Social Media
  59. 59. A Crises in Credibility Social disconnectionSameer Issa Creative Strategist/ Communications & Social Media
  60. 60. A Crises in InfluenceDistraction by the issues above and below.Sameer Issa Creative Strategist/ Communications & Social Media
  61. 61. Challenging Journalists Community Role How to work with thecommunity not against it?! Sameer Issa Creative Strategist/ Communications & Social Media
  62. 62. Think different “Insanity is doing the same thing over and over again and expecting different results” Albert EinsteinSameer Issa Creative Strategist/ Communications & Social Media
  63. 63. Ceding Editorial Control Social media presents a great opportunity forjournalists have to be open to ceding a degree of editorial control to the community “If Someone is going to eat our young. It might as well be us.” Sameer Issa Creative Strategist/ Communications & Social Media
  64. 64. But won’t that create a big challenge...Sameer Issa Creative Strategist/ Communications & Social Media
  65. 65. What about Credibility?!Sameer Issa Creative Strategist/ Communications & Social Media
  66. 66. A Credibility Index ?! Time for an out-of-the box thinkingSameer Issa Creative Strategist/ Communications & Social Media
  67. 67. Credibility IndexIdentifying specific sources of information & creators as more credible than others by attaching levels of knowledge attributes. who is Knowledgeable, eye witness, expert.. Sameer Issa Creative Strategist/ Communications & Social Media
  68. 68. Think ! Would you watch a report on your TV network if instead you can access eye-witness citizen Journalists whom you trust and have relationship with? Sameer Issa Creative Strategist/ Communications & Social Media
  69. 69. A Personal brandNews reporter biggest challenge is to be able to create his own personal branding with independent following and audience, whicheventually leads towards the news organization. News Sites use automated Twitter feeds instead of personal approach. Sameer Issa Creative Strategist/ Communications & Social Media
  70. 70. Socializing Editorial Role As many people use social sites as a landingpage for news, Journalists have to find ways to integrate their editorial role into the New Streams and not just shift platforms. Powerful Journalism Can take Place on Twitter, Facebook, and YouTube. Sameer Issa Creative Strategist/ Communications & Social Media
  71. 71. Fact Most downloaded Youtube videosare news and special interest stories. “Its not people who lost interest in News, its that they shifted platforms” Sameer Issa Creative Strategist/ Communications & Social Media
  72. 72. Socializing Newsroom & WorkFlow Journalists should have socialcontent creation more integrated Into their workFlow.Sameer Issa Creative Strategist/ Communications & Social Media
  73. 73. Learning New Skills Learning new sets of technical skills which will be in the futurethe core of the journalism process.Sameer Issa Creative Strategist/ Communications & Social Media
  74. 74. News organizations have to find ways to respond to the biggest challenge.. Sameer Issa Creative Strategist/ Communications & Social Media
  75. 75. “How to create an environmentwhere quality reporting and trained journalists can continue to exist..” Sameer Issa Creative Strategist/ Communications & Social Media
  76. 76. taking into consideration the nature of traditional mediums... Sameer Issa Creative Strategist/ Communications & Social Media
  77. 77. Radio A major challenge for traditionalRadio networks is to move beyond the traditional model of one-news-director who has many responsibilities and eventually does everything Moving towards Radio 2.0 In spite the fact that Radio is the first social medium by its nature, yet its business model remains remarkably unchanged over the years Sameer Issa Creative Strategist/ Communications & Social Media
  78. 78. TV TV is a passive mediumengagement is not part of TV characteristics Sameer Issa Creative Strategist/ Communications & Social Media
  79. 79. T V; A Classical ProductTV is a classic product of the industrial age designed to push content to the masses Sameer Issa Creative Strategist/ Communications & Social Media
  80. 80. T V Between Generational ConflictOne generation grew up in the industrial age; mass production, standardization. A new generation seeking individualism, customization and personal expression Sameer Issa Creative Strategist/ Communications & Social Media
  81. 81. Whats Next?! Social TV, Web 3.0, Web 4.0?Sameer Issa Creative Strategist/ Communications & Social Media
  82. 82. Remember..New technology is an opportunity. Sameer Issa Creative Strategist/ Communications & Social Media
  83. 83. Challenging Measurement Criteria The new social mediarequires a different set of measurement criteria From measuring eyeballs, to clicks to engagement.Sameer Issa Creative Strategist/ Communications & Social Media
  84. 84. Measuring EngagementMost successful TV/ Radio showsare not those with most viewersbut rather those that create the most conversations online. Measuring impact & engagement rather than number of clicks, listeners, or eyeballs Sameer Issa Creative Strategist/ Communications & Social Media
  85. 85. The Bad News!Audience measurement in thesocial world is not standardized There are many measurement tools available but non of them is comprehensive enough to provide all the required data under a single umbrella. Sameer Issa Creative Strategist/ Communications & Social Media
  86. 86. A Different Approach to Web Analytics Page view tracking not viable in social world!Page views is just a way of approximating the information we really need, and as the web grows more interactive, they become less and less important.Sameer Issa Creative Strategist/ Communications & Social Media
  87. 87. Social Media Analytics; An Area for Future Development Social media companies areinvesting huge resources to buildtheir own internal analytical tools. Sameer Issa Creative Strategist/ Communications & Social Media
  88. 88. Key approaches towards social media metrics Sameer Issa Creative Strategist/ Communications & Social Media
  89. 89. Funnel Analysis; Measuring Conversion RatesFunnel Analysis is about finding & fixing troubles with web sites, with continual analysis, changes can be measured & new ideas can be tested over time. The term “conversion rate” refers to the total number of visitors who came to a site, compared to the number of visitors who did a desired action (such as creating an account or purchasing an item) Sameer Issa Creative Strategist/ Communications & Social Media
  90. 90. A Sample Signup Funnel Measuring drop-off rate “ people who didn’t go to the next step” Homepage 100% Signup 70% Browse 40% Add Friends 30% Search 15%Sameer Issa Creative Strategist/ Communications & Social Media
  91. 91. Engagement Tracking; Measuring What People DoMeasuring what people do during site visit, and how they are reacting to your content. Engagement tracking provides a more-accurate idea about what kind of experience people are having while consuming your content, and how they are reacting to that experience. Sameer Issa Creative Strategist/ Communications & Social Media
  92. 92. Automated Sentiment AnalysisThe process that “aims to determinethe attitude of a speaker or a writer with respect to some topic” Wikipedia Sameer Issa Creative Strategist/ Communications & Social Media
  93. 93. Sentiment Prioritization Influence Reputation IntensityIdentify sentiments by the most Identifying the intensity of Reputation of the influencerinfluentials/ Influencer analysis each mention Sameer Issa Creative Strategist/ Communications & Social Media
  94. 94. Quantifying Sentiment Analysis Exposure Engagement Influence ActionTo what degree you have Who, how, and where The degree of which As a result of the created exposure to people are interacting and exposure & engagement social media effort, content & message engaging with your content have influenced perception. what actions , if any has the target taken? Increased Ability to determine ROI Sameer Issa Creative Strategist/ Communications & Social Media
  95. 95. Sere ndipity Challenge Serendipity in the age of personalization How will accidental news consumption work with personalization?Sameer Issa Creative Strategist/ Communications & Social Media
  96. 96. Sere ndipity Importance Serendipitous news discovery is veryessential to form a public opinion and create informed consensus & stable cohesion around public policy Sameer Issa Creative Strategist/ Communications & Social Media
  97. 97. The Challenge One major concern about the internet is that people use news technology to retreat Into their narrow interests, and that accidental newsconsumption “discovering things you didn’t know would interest you” would erode. Sameer Issa Creative Strategist/ Communications & Social Media
  98. 98. Seeking Balance Personal Need toPreferences Know“customization, news and contentPersonalization” Sameer Issa Creative Strategist/ Communications & Social Media
  99. 99. Possible Solutions?Sameer Issa Creative Strategist/ Communications & Social Media
  100. 100. Intelligent Recommendations News Model ? Embedding an intelligent recommendations model into the news industry; “ I like that piece of news, so maybe I want more the same”Sameer Issa Creative Strategist/ Communications & Social Media
  101. 101. Suggested Content An intelligent model giving you contentsuggestions based on your previous course ofactions “news you viewed, liked, commented, and shared..” A Model most similar to Amazon recommendations system “ people who liked this story also liked the following stories” “ Your friend “AAA” liked / commented on this story” Sameer Issa Creative Strategist/ Communications & Social Media
  102. 102. Socializing News IndustryKey Strategic Approaches for Socializing News
  103. 103. Socializing News Industry Main Cu rrencyLeverage Credibility ConnectivitySameer Issa Creative Strategist/ Communications & Social Media
  104. 104. Th e Learning Process Media companies learn their lesson byexperimenting with new ways to provide audience with customized experience Sameer Issa Creative Strategist/ Communications & Social Media
  105. 105. Strategic Thinking Extend storytelling & editorial contentand concentrate on using social media as a 2-way street of audience interaction Sameer Issa Creative Strategist/ Communications & Social Media
  106. 106. The Proper TacticsMaking the social information we consumemore readable, visually attractive, allowing more visual control to the user Sameer Issa Creative Strategist/ Communications & Social Media
  107. 107. Tell The Right StoryCreating stories with deep social interaction will likely be more streamlined Sameer Issa Creative Strategist/ Communications & Social Media
  108. 108. Making Sense of The NoiseFiltering the noise and making sense of conversations in social media Sameer Issa Creative Strategist/ Communications & Social Media
  109. 109. CNN Visualization of What World Cup Fans Were Saying on TwitterSameer Issa Creative Strategist/ Communications & Social Media
  110. 110. Facilitate User Engagement Enlist users as “editors” by making iteasier to engage & share their content on social streams Sameer Issa Creative Strategist/ Communications & Social Media
  111. 111. Allow Space For Serendipitous Content News that readers don’t knowthey might be interested in, but are able to discover. Recommendations, top stories, In the spot light.. Sameer Issa Creative Strategist/ Communications & Social Media
  112. 112. Visualizing Social Stream An area that needs most exploration.Many social streams are text-heavy, yet imagesare more effective in drawing users attention Sameer Issa Creative Strategist/ Communications & Social Media
  113. 113. Leve raging Social News Consumption Across Platforms TV Stations has an opportunity to enhance their online presence by delivering interactive content “video, Twitter, feeds, alert messages and other programing” throughdesktop, mobile apps and widgets” that also help to funnel viewers back to the stations web site for additional updates providing a more engaging experience. Sameer Issa Creative Strategist/ Communications & Social Media
  114. 114. Rewarding Engagement Fan loyalty programs are most effective to facilitate user engagement through a simple point system rewarding users for each form of engagement “like,comment, share, post a topic, upload content..” Points can be redeemed for virtual / physical goods. Fan loyalty reward programs Sameer Issa Creative Strategist/ Communications & Social Media
  115. 115. One final question..Sameer Issa Creative Strategist/ Communications & Social Media
  116. 116. Think Around.. How personal can social news consumption get?Sameer Issa Creative Strategist/ Communications & Social Media
  117. 117. How about.. A Pers onalized Social News Stream?!A personalized streams of news contentwhich can be shared through different social streams and consumed across several platforms Sameer Issa Creative Strategist/ Communications & Social Media
  118. 118. Cross Platform Consumption Social Streams Sharing Integrate with personal Blogs through Integrate and share through social streams widgets. Consume through Mobile/ipad social magazine apps and networks Personalized Stream of Content Recommendation Other Stylized RSS feeds System friends personalized streams More suggestions based on Customizable personal choicesSearch / add your friends Personal personal streams Youtube Preferences Tweets/ Facebook Re-tweets Personal settings for news Your personal choice of and feed sources video news content Stories & news you liked/ Hash-tag filtering shared & commented Sameer Issa Creative Strategist/ Communications & Social Media
  119. 119. Can things get that far??! You think not??Sameer Issa Creative Strategist/ Communications & Social Media
  120. 120. Well think again.. Because Its already there...Sameer Issa Creative Strategist/ Communications & Social Media
  121. 121. Introducing.. Flipboard for iPadThe world’s first personalized social magazine Flip through and contribute to the content your friends are sharing with you on Facebook and Twitter Sameer Issa Creative Strategist/ Communications & Social Media
  122. 122. Unique visual experience in consuming mobile content through personalized news streams Sameer Issa Creative Strategist/ Communications & Social Media
  123. 123. The Future..Bringing the future into focus
  124. 124. You don’t have to look for news anymore,
  125. 125. News will find you !
  126. 126. The End “Thank you for your time”Sameer Issa Creative Strategist/ Communications & Social Media

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