Module 01.Online journalism and social media


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  • Universal McCann Comparative Study on Social Media Trends April 2008
  • The Great Wave Kanagawa – Katsushika Hokusai, woodcut print created in 1820s
  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2 nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3 rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
  • MalaysiaKini started an interesting project last year to train citizen journalists – people who were keen on reporting on the news they were witnessing. Backed by a funding from International Center for Journalists of United States, The course is short and intensive and covers all the tools to equip Malaysians with the know-how to be responsible citizen journalists. These CJs submit videos every week and some are picked up and published by I would like to show you one example done by Jimmy Leow in Penang and uncompleted highway. Remember this is done by someone who only recently learnt about scripting, handling videocams, editing and putting a whole package together for a news site.
  • If you look closely at circulation of print, you will notice that malay & chinese papers have larger circulation compared to english papers
  • social media is about sociology and less about technology
  • Module 01.Online journalism and social media

    1. 1. Module 1: Online Journalism and Social Media
    2. 2. Multimedia Journalism: Over 100 editorial staff trained
    3. 3. Improving multimedia skill sets <ul><li>Research faster: Google </li></ul><ul><li>Monitor: RSS, Alerts, Build own iGoogle page </li></ul><ul><li>Email/chat interviews </li></ul><ul><li>Blog: Set up blog using Blogger, Wordpress </li></ul><ul><li>Capture and edit digital audio: MP3 players, Audacity </li></ul><ul><li>Capture and edit digital pics: Picasa, Photoshop </li></ul><ul><li>Produce an audio slide show: PhotoStory, Soundslides </li></ul>
    4. 4. 20th Century Reporters <ul><li>Can source, gather, write, edit, produce the news. </li></ul><ul><li>Can use email, chat, Skype, mobile phones, webcams, social networks, the web to research, source, gather, distribute, promote, syndicate, self-brand, produce, publish, sell to global markets. </li></ul><ul><li>Can script, edit and produce multimedia stories </li></ul><ul><li>Can record and edit digital audio, shoot and edit digital photos and videos. </li></ul><ul><li>Can maintain websites, blogs and aggregate content </li></ul><ul><li>Can moderate online forums, live chats, develop community </li></ul><ul><li>Can programme online databases </li></ul>21st Century Reporters
    5. 5. “ If the only tool you have is a hammer, every reader looks like a nail.”
    6. 6. “ The nails are talking to each other.”
    7. 9. Old Media vs New Media Lean-forward, intent-driven Lean-back, content-driven Advertisers can go direct to consumers. Readers/audience can go direct to news source. Advertisers dependent on media owners Borderless, accessible anywhere Tied to distribution area, geography Published in multiple platforms, many ways to consume, infinite repeats One-time use, only one way to consume Time-shifted, place-shifted. Fixed schedules, eg: 8 pm news Timeless, living document updated as- and-when or 24/7 Single print product, locked to deadlines, delivery time Dialogue, everyone can be part of the conversation or be a producer Monologue, one-way media, controlled, few producers Low/no barrier of entry, many players High cost of entry, few players, restricted by licensing
    8. 10. Why social media? <ul><li>We cannot be everywhere: social media allows us to access the masses to get leads, photos, videos, generate story ideas, connect to sources. </li></ul><ul><li>Traffic from social networks on the rise: referrals to news sites from blogs, Twitter, Facebook, photo/video sites are on the rise.* </li></ul><ul><li>Social media skill sets enable us to tell our stories in new ways . We can shape conversations, engage communities, create and moderate discussions and deliver a better news experience. </li></ul><ul><li>Explosion of new apps and tools driving innovation on how media is consumed, created, distributed, shared and enjoyed. </li></ul>* Link:
    9. 12. Objectives of this training <ul><li>Learn how to use social media applications and tools as part of your online skill sets </li></ul><ul><li>Understand social media from a news business perspective </li></ul><ul><li>Final exercise: Pitch a viable project to management that will </li></ul><ul><ul><ul><li>raise traffic </li></ul></ul></ul><ul><ul><ul><li>engage the community </li></ul></ul></ul><ul><ul><ul><li>provide learning opportunities </li></ul></ul></ul><ul><ul><ul><li>possibly, make money </li></ul></ul></ul>
    10. 13. 1.Spreadable media 2.Livestreaming 4.Mobile apps 7.Personal branding 5.Community management 3.Crowdsourcing 6.Metrics
    11. 16. One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. What’s social media?
    12. 17. … it’s people connecting online
    13. 18. What is social networking and social media? <ul><li>Social networking in Plain English </li></ul><ul><li> </li></ul><ul><li>Social media in Plain English </li></ul><ul><li> </li></ul><ul><ul><li>Copyright: Lee & Sachi LeFever, </li></ul></ul>
    14. 20. Where Is Everyone? F. L. Y. T. B.
    15. 21. To sum up: By the numbers… <ul><li>700m users </li></ul><ul><li>Malaysia: >10 million </li></ul><ul><li>100m users </li></ul><ul><li>Malaysia: 485,000 </li></ul><ul><li>3 billion views daily </li></ul><ul><li>48hrs of video uploaded/1 min </li></ul><ul><li>200m users </li></ul><ul><li>Malaysia: >1 million </li></ul><ul><li>> 200m bloggers </li></ul>Source:, Facebook, Linkedin, Youtube, Twitter, GreyReview
    16. 22. 3,000,000,000 videos viewed per day 48 hours (Source: YouTube fact sheet) of new video uploaded every minute
    17. 23. <ul><li>83% </li></ul>have watched video clips Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09
    18. 24. <ul><li>have joined a social network </li></ul><ul><li>Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) * </li></ul><ul><li>>10m </li></ul><ul><li>on Facebook in Malaysia. </li></ul><ul><li>(Apr 2011) ** </li></ul>*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09 **Source: Facebook, as of Apr 1, 2011 66%
    19. 25. Study: Malaysia is No 1 <ul><li>Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217) </li></ul><ul><li>Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs) </li></ul>Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.
    20. 26. Facebook users in Southeast Asia Source: Facebook,, as of Apr 5, 2011
    21. 27. Facebook users globally <ul><li>700m active users as of June 2011* </li></ul><ul><li>50% log in everyday, Avg: 41 minutes/day ** </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Average user is connected to 60 pages, groups and events </li></ul><ul><li>Average user creates 70 pieces of content each month </li></ul><ul><li>About 70% of users are outside USA </li></ul><ul><li>Over 100m access it using mobile devices. </li></ul>Source: *, **
    22. 28. Twitter: Asia on the rise *Source: Semiocast study, 2.9m messages, over 24 hours on June 22, 2010. Study: Japan, Indonesia, Korea, other Asian nations account for 37% of all tweets. USA down from 30% share to 25%.*
    23. 29. The Internet circa 1993
    24. 30. Internet in 2011
    25. 33. *Mobile penetration: 121% **Internet penetration: 64.6% Force 1: Rise of access *Source: Malaysia, Q1, 2011, MCMC ** June ‘09
    26. 34. Force 2: Media fragmentation <ul><li>Opinion forming elite </li></ul><ul><li>One-way, one-to-many </li></ul><ul><li>Sole or few sources dictating schedules and headlines from top-down. </li></ul><ul><li>Very little engagement or feedback encouraged and even these are edited. </li></ul><ul><li>Here it is, you decide </li></ul><ul><li>Many-to-many </li></ul><ul><li>Bloggers, tweeters, podcasters, aggregators, producers, commenters post in their own time </li></ul><ul><li>Many sources engage in the conversation from grassroots-level. </li></ul>Mass media >>> Masses of niche media
    27. 35. Force 3: Empowering the many with diverse media options <ul><li>Then </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Print: eg. news, direct mail, newsletters, magazines </li></ul><ul><li>Broadcast: TV, radio </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Telephone </li></ul><ul><li>Direct Mail </li></ul><ul><li>Contests </li></ul><ul><li>Research reports </li></ul><ul><li>Face-to-face </li></ul><ul><li>Now </li></ul><ul><li>Word-of-mouse </li></ul><ul><li>Email </li></ul><ul><li>Websites, Forums, Chat rooms </li></ul><ul><li>Blogs eg.Wordpress, Blogger, Tumblr </li></ul><ul><li>Social networks </li></ul><ul><li>eg. Facebook, LinkedIn </li></ul><ul><li>Microblogging eg. Twitter </li></ul><ul><li>Video-sharing eg. YouTube </li></ul><ul><li>Podcasts </li></ul><ul><li>Mobile apps eg. iPhone, Android, iPad, Tablets </li></ul><ul><li>Video chat eg. Skype, Facetime </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Viral marketing </li></ul>
    28. 36. Newsmakers have gone social
    29. 37. Sign of the times
    30. 38. Malaysiakini has trained over 180 CJs in 18 months
    31. 39. <ul><li>“ The audience is on the field and wants to play the game,” Richard Sambrook, ex-Director, BBC World Service </li></ul>
    32. 41. People “formerly known as readers” <ul><li>Spoilt for choice </li></ul><ul><li>Media agnostic: No single product/brand loyalty (destination sites/portals waning) </li></ul><ul><li>Frustrated with all-in-one package, want customized media </li></ul><ul><li>Want to be part of process, more engagement </li></ul><ul><li>Increasingly media-savvy and empowered </li></ul><ul><li>Emerging as new generation of video producers, creative class of their own </li></ul>
    33. 42. Reporters are sourcing ideas for stories from social networks
    34. 43. Reporters are sharing stuff on social networks
    35. 44. Reporters have gone mobile <ul><li>Bernama: Over 20 Blackberries, 100 laptops with 3G accesss </li></ul><ul><li>Mobility and Speed: Can file stories from anywhere, no rush to come back, no inconvenience of searching for net access, manage operations on-the-go, even weekends eg: alerts, emails, assignments. </li></ul><ul><li>Always-on: Useful abroad when covering ministers, filing between stops, in airport lounges, taxis </li></ul><ul><li>Less mistakes: No voice mistakes (eg: 18 vs 80), can rectify mistakes quickly. </li></ul>Mikhail Raj Abdullah @ Mike ( left ), Editor, Economic Service Newsdesk, Bernama
    36. 45. <ul><li>“ At VG, we have moved away from deciding what they should read to making content available when it is convenient for them ; from delivering our content, to creating content with our readers. I have banned the use of the word ‘deadline’. We talk about the BIRTH of the story . We print a few lines and then we ask ‘What can we do more?’. The most important words we use: ‘We will be back shortly.’ It builds expectations .” </li></ul>Espen Hansen , Editor-in-Chief of VG Multimedia, leading news site and newspaper in Norway Audio: “ I have banned the word deadline ”
    37. 46. It’s not about print vs online, it’s about engaging the communities we serve with stories they want
    38. 47. Whither print?
    39. 48. Average Circulation - English Language Daily Newspapers (Pen. Malaysia) -7% +6% -3% -12%
    40. 49. Average Circulation - English Language Sunday Newspapers (Pen. Malaysia) -3% -10%
    41. 50. Average Circulation of Newspapers English Language – Sabah (2007-09) -4% -0.4%
    42. 51. Average Circulation of Newspapers English Language - Sarawak(2007-09)
    43. 52. Average Circulation of Total Newspapers Peninsular Malaysia (1989 – 2009) -3% 2,482
    44. 53. Average Circulation of Daily Newspapers By Language – Pen. Malaysia (1989 – 2009) B. Msia +0.2% English -1.3% Chinese -7% Note : Average net sales data for Kwong Wah 08-09 not available
    45. 54. Average Circulation by Language Total Daily Newspapers (Pen. Malaysia) Note : Average net sales data for Kwong Wah 08-09 are not available.
    46. 55. Average Circulation by Language Total Sunday Newspapers (Pen. Malaysia) -5% -3%
    47. 56. Average Circulation of Sunday Newspapers By Language – Pen. Malaysia (1988 – 2009) B. Msia -2.8% English - 5.1%
    48. 57. Average Circulation – Bahasa Malaysia Daily Newspapers (Pen. Malaysia) -8% +4% +12% -5%
    49. 58. Total Circulation: 2,424,247 Newspaper ADEX vs Average Daily Circulation July 2008 – June 2009 (Pen. Malaysia) Total ADEX: RM 2.44 billion Note : Adex includes titles audited by ABC only. Source : ABC & Nielsen Media Research
    50. 59. Average Circulation of Daily Newspapers Grouping By Company – Pen. Malaysia (July 08 – June 09) Total circulation : 2,424,247 Sin Chew China Press Guang Ming Berita Harian Harian Metro New Straits Times Utusan Msia Kosmo The Star The Sun The Edge Kwong Wah Oriental Daily News
    51. 60. “ The Roman Empire that was mass media is breaking up, and we are entering an almost feudal period where there will be many more centers of power and influence.” Orville Schell, Dean, UC-Berkeley journalism school
    52. 61. Signs the empire is crumbling <ul><li>Little or no innovation, R & D </li></ul><ul><li>Shackled to sticking to the knitting mentality , management have lost touch with customers/readers/audience, do not fully embrace change of any kind </li></ul><ul><li>A frenzy of redundancy, producing more of the same, no bias for creativity or technology </li></ul><ul><li>Active inertia* – Relying on the past and taking small measures which aren’t focused , measurable , and internalized by whole organization </li></ul><ul><li>* Ref: Don Sull, Revival of the Fittest </li></ul>
    53. 62. Other warning signs of a crisis <ul><li>Exorbitant executive salary of top management </li></ul><ul><li>Lack of transparency and accountability when changes are made </li></ul><ul><li>Rise in customer complaints </li></ul><ul><li>High criticism of flagship product in blogs </li></ul><ul><li>Unusual staff turnover </li></ul><ul><li>Employee discontent </li></ul><ul><li>Infrastructure starting to break down </li></ul>
    54. 63. The Star Online pageviews
    55. 64. Growing the online and mobile pie <ul><li>Where you are now: </li></ul><ul><ul><li>Average monthly pageviews = 50m </li></ul></ul><ul><ul><li>Unique visitors = 4m </li></ul></ul><ul><ul><li>Average time spent = ? </li></ul></ul><ul><li>How do we grow exponentially? </li></ul><ul><ul><li>500m views, 40m visitors and lengthen the time spent on our sites </li></ul></ul><ul><li>How do we get more people to access our sites via mobile and social networks? </li></ul>
    56. 65. Challenges <ul><li>Fear of change. </li></ul><ul><li>Individualistic nature of journalists, editors. </li></ul><ul><li>Silo thinking in editorial sections/ad depts </li></ul><ul><li>Online and mobile news sites not generating enough revenue as print. </li></ul><ul><li>A few big media turning away from search engines and setting up paywalls (may fail). </li></ul><ul><li>Print still regarded as priority – online not fully embraced by management or developed as independent entity. </li></ul><ul><li>Competition from unlikely competitors continues to grow. </li></ul>
    57. 66. Opportunities <ul><li>Multimedia-skilled, multi-taskers will thrive. </li></ul><ul><li>Greater community participation in the journalism process by engaging with public. </li></ul><ul><li>More accountability and transparency by tapping into public’s experience, knowledge and creativity. </li></ul><ul><li>Individual journalists may be able to break out on their own and create new ventures for the company or themselves. </li></ul><ul><li>Experiments in media innovation (eg: hyperlocalism, crowdsourcing) may create new business models to replace outdated models. </li></ul>
    58. 67. “ In the past you were what you owned. Now you are what you share,” Charles Leadbeater
    59. 68. Hint: Share some stuff and start the conversation.