CC2009 Kevin Anderson

Wrapping Content in a Community
Transforming mass media
into social media

Social media growth versus traditional media

Social media faux pax
Mass media focuses on celebrity not engagement
Mass media doesn’t know the difference between ‘provocative’ and ‘thought provoking’
Mass media focuses on building a network of free labour instead of relationships

‘Giving a voice to the already voiced’

Looking for an argument?

Your community is a pub

Is your pub Cheers? Or...

If you build a boxing ring, people are going to fight.
Tom Steinberg, MySociety.org

Connection, not just ‘crowd-sourcing’

The old model Publisher Content Audience Creates Reacts

The New Model

User engagement cycle Casual (Just stopping by) Connected (Signing up and engaging in light interaction) Committed (Signing in because of personal benefit and engaging in heavy interaction) Catalyst (Identifying as Guardian Readers, telling other people, linking to or blogging about us…)

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles Catalyst Networking tools Blogging tools Networked journalism Attention & Reputation

Social media editorial strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds

‘Wrapping content in a community’

Open up to your audience

Connecting with Twitter

Building a community of contributors

Wisdom in the crowds

Podcasting live fleeing a Cat 5

Real voices

Editorial creativity

Go to the conversation

What’s stopping you?
How many psychiatrists does it take to change a light bulb?

One...but the light bulb has to want to change

With thanks to ... Flickr photos Some Rights Reserved Flickr photos Some Rights Reserved
the main (boxing) by dickuhne
an idea (the light bulb) by aloshbennet
massive change by 416style
From icanhascheezburger.com
leef I alonze by Brad

Kevin Anderson, Guardian blogs editor [email_address] blogs.guardian.co.uk strange.corante.com

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CC2009 Kevin Anderson

by Seismonaut on Apr 02, 2009

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CC2009 Kevin Anderson — Presentation Transcript