Module 02.Spreadable media
Upcoming SlideShare
Loading in...5
×
 

Module 02.Spreadable media

on

  • 933 views

 

Statistics

Views

Total Views
933
Views on SlideShare
933
Embed Views
0

Actions

Likes
0
Downloads
14
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • Twitter comes into its own for breaking news. When the terrorists attacked Mumbai Nov 26, 2008 the most interesting links and accounts were found on Twitter and CNN IBN had a live feed on the net.
  • More than 960 tweets a minute were streaming in on Twitter. Some were useful pointing to possible vehicle used by suspects and where to donate for blood.
  • A landslide in Bukit Antarabangsa, Kuala Lumpur on Dec 6, 2008 was tweeted about by news orgs and individuals who were there.
  • Botanicalls allows plant to send tweets to owner when it is running low on moisture. US$99.99 for the kit.
  • Zappos is a company that believes in a good customer experience and that repeat customers are the key to success.
  • Zappos has put culture first by launching twitter.zappos, com, a site that pulls in live feeds of all their employees who are on Twitter and of anyone who mentions Zappos on Twitter. It’s a constantly evolving conversation, a patchwork that represents their culture, but it’s also a completely transparent way to show how they are communicating with their customers - not just a company providing a service, but human to human conversation. Within a month of starting his Twitter account, the CEO has been sharing what he is up to personally and professionally and providing behind the scenes information about working at Zappos. It’s about customer service, it’s brand building, it’s reputation management, it’s CRM. But what does that do for the bottomline?
  • Zappos customers become evangelists of the brand.
  • I wrote Tony Hsieh an email after he said he would send anyone the Zappos Culture Book, then tweeted about it and received immediate reply from @Zappos_Service and three days later the UPS guy showed up outside my house in Malaysia. It arrived in 72 hours all the way from Vegas. Cool.
  • IRAN: This is Neda Agha-Soltan. She was 26, a university student in student in Teheran studying philosophy and music and was planning to learn to play the piano. She'd already ordered the piano. On June 20, 2009, at around 6:30 p.m, Neda was stuck in a traffic jam for more than an hour inside a Peugeot 206 -- a subcompact with a poorly working air conditioner. She and her music teacher decided to get out of the car for some fresh air. The two were near where protesters were marching ande chanting. Suddenly, Neda is on the ground -- felled by a single gunshot wound to the chest. Camera phone footage show men kneeling beside her trying to help. But it is too late. Neda's eyes rolls back, her body falls limp and blood streams from her mouth and nose. The teacher is heard calling out. "Neda, do not be afraid, do not be afraid,“ She died on the way to hospital. Later, a witness said her last words were: “I am burning, I am burning!” Neda neither supported Mousavi nor Ahmadinejab, the two candidates in the elections.Here is the video. Warning to weak-hearted some the scenes are graphic and explicit.
  • Video: http://www.youtube.com/watch?v=bbdEf0QRsLM
  • Neda became the symbol of injustice in Iran. Protesters took the streets with the graphic images of her bloodied face. By marching they risked arrest, and possibly a bullet themselves.The online community used Neda icons and badges on blogs and personal sites and replaced avatars with Free Iran buttons in sympathy.
  • 40 th day after her death, a memorial march on the streets of Paris.
  • The video struck a cord with sympathisers around the world. President Obama himself described it as “heartbreaking.” To date it has racked over 4.6 million views from various copies on YouTube and other sites. The trending topic using hashtags on Twitter continues to be used until today on any news coming out of Iran. I tell you this story without ever having stepped in Iran. But based on Neda's story and the 17 others who were killed in protests on the streets of Teheran, there is definitely an underlying and seething unhappiness of blatant injustices in Iran. These people were young, urban, self-motivated and self-organising as far as we can tell. There is no backing from any invested party. They marched because they were angry and unhappy. I don't even think Mousavi or Ahmadinejab knew what was going on. The bottomline: the demonstrators were armed with only their phones and the power social media skills.

Module 02.Spreadable media Module 02.Spreadable media Presentation Transcript

  • Module 2: Spreadable Media
  • What is spreadable media?
    • Henry Jenkins* coins the phrase spreadable media – to challenge the metaphor of viral media.
    • Viral = connotation is an infection or contagion you involuntarily give to others
    • Spreadable = media you find compelling and consciously make a choice to pass on to others via links, posts, social networks, microblogging, sharing widgets. Motivated circulation from the grassroots level.
    * Provost Professor of Communication, Journalism, and Cinematic Arts, USC Annenberg School for Communication
  • Spreadable media
    • Power of word-of-mouse: Aggregators, curators, filters, communicators, evangelizers, influencers, messaging mavens, content spreaders, gossip-mongers, antagonizers, community organizers.
    • “ Earned media” - Content is shared voluntarily through email, chat, linking, blogs, forums and social networks (as opposed to paid media eg print ads, billboards, TVCs)
    • Pass-along value – News deemed of value to tell a friend, a relative, a follower, a fan. It has some contextual meaning – funny, political, geographical, historical, societal. “Do your best, link to the rest.”
  • 2.Connect 1.Listen 3.Add Value 4.Measure
  • Spreadable media: Connect + value
  • What’s next…
    • 10 tips on Google
    • Alerts
    • RSS
    • Short Links
    • Twitter
    • Tagging, hashtags
    • Geotagging
    • Social bookmarking
    • Sharing widgets
    • 8 tips on Facebook
  • Google
  • 10 Google Tips
    • Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak , and nAjiB rAzaK will all return the same results.
    • Use “quotes” or + or - sign to include/exclude words.
    • Eg: “rotary ampang”, rotary +ampang, rotary -ampang
    • 2. Limit to .my sites
    • Example 1: “church arson” site:my
    • Example 2: “najib razak” site: gov.my
    • Either OR. If you want to include either this or that in result list, use the OR operator ( must be upper-case ):
    • Example: rosmah OR najib site:my (Leave out the OR, Google returns pages that include both terms)
    • Try searching News, Images, Blogs
    • Finding specific Filetypes
    • Go to Google > Advanced Search.
    • Try finding Acrobat (pdf), Powerpoint (pps), Word (doc) Excel spreadsheet (xls) files.
    • Eg: filetype:xls site:bnm.gov.my
    • Older stuff and newer stuff
    • Old: Try Google Cached, or www.archive.org
    • New: Enter keyword, click Search, More, Updates
    • Find definitions, synonyms
    • eg: define:dodecagon
    • eg: ~ (tilde and keyword) or use synonym.com
    • Tools: Calculator, Dictionary, Metric/Currency Conversion
        • Eg 1: 233 square feet in square meter OR
        • 233 sq ft =? sq m
        • Eg 2: define: dodecagon
        • Eg 3: currency of Brazil in Malaysian money
        • Eg 4: 3.578 USD in MYR
        • Eg 5: 5.6 million British pounds in MYR
        • Eg 6: half a cup in teaspoons
    • Showtimes
    • Eg: movie: inception (Change Location)
    • Phonebook
    • Eg: Brad, Pitt, LA OR rphonebook: Brad Pitt LA
    • Bonus: Check flight status by typing flight code eg: mh 123
  • Google: What’s new at
    • Google Real-Time Search
    • Google Goggles
    • Google Social Search
    • Google “Near me now”
    • Google Trends
    • Google Fast Flip
    • Google Wave
    • Google Buzz
    • Google Voice
  • Monitor keywords using Alerts
    • Monitor specific keyword with Alerts
    • Get an email everytime someone mentions a company, a personality, a subject matter, anything that interests you.
    • Popular alert services:
    • Google Alerts:
    • http://www.google.com/alerts
    • Yahoo Alerts:
    • http://alerts.yahoo.com
    • Twitter alerts:
    • http://www.tweetalarm.com
  • RSS
    • Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users.
    • RSS feeds benefit readers who want to subscribe to timely updates from their favourite blogs or websites or to aggregate feeds from many sites into one place.
    • Most blog software generates an automatic RSS feed for others to “subscribe” to that blog.
    • Subscribers can use a dedicated software called an RSS reader to scan updates quickly. Popular web-based RSS readers: Google Reader, Bloglines, Netvibes.
    • You can use iGoogle to build your own homepage of RSS feeds.
  • Using RSS
    • 1. Monitor News:
    • http://thestar.com.my/rss/
    • http://www.cnn.com/services/rss/
    • http://news.bbc.co.uk/2/hi/help/3223484.stm
    • 2. Monitor Press Releases:
    • Intel: http://www.intel.com/intel/rss.htm
    • IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html
    • Dell: http://www.dell.com/RSS/
    • 3. Monitor Blogs:
    • http://www.tonyfernandesblog.com/main.php?tempskin=_rss2
    • http://rockybru.blogspot.com/atom.xml
    • http://www.kennysia.com/atom.xml
  • EXERCISE: RSS Aggregator
    • Go to www.google.com/ig
    • (If no Google account, sign up)
    • Go to www.thestar.com.my/rss in another tab and copy RSS link of your choice by right clicking > Copy Link Location.
    • Go back to igoogle.com, and click on Add gadgets (top right)
    • Click “Add feed or gadget” (bottom left), paste RSS link (without http://) and click Add
  •  
  • Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o Copyright: Lee and Sachi LeFever, Commoncraft
  • Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k
  •  
  • From Twitter to Front page
  • Twitter in action: Mumbai Attacks
  • 960 tweets/min
  • Power of Twitter: Breaking News
  • Would you trust a surgeon who tweeted your operation?
  • Tweeting what you eat
  •  
  • “ Water me, please!”
  • “ People relate to people, not companies,” Tony Hsieh, Zappos.com, Zappos.com: Shoevangelism
  • Case study: Zappos.com
    • Free shipping, a 24/7 open call center, and 365-day return policy.
    • Turned an e-commerce shoe site into a US$1B business in 10 years . Sold to Amazon.com
    • Obsession with customer service, little advertising, organic word-of-mouth recommendations.
    • Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel.
  •  
  •  
  •  
  •  
  • How are journalists using Twitter
    • Posting breaking news
    • Monitoring newsmakers, early warning system
    • Promoting stories
    • Providing insider views in parliament, court, disasters, major events
    • Doing interviews
    • Researching trends
    • Finding leads, tips, sources, angles, photos
    • Posting on-site photos
    • Community building, networking, tweetups
    • Posting updates to drive traffic to primary website or blogs
    • Connecting with editorial team
    • Coordinating, updating decentralized teams
    • Mentoring
    • Work-related problem-solving
    • Event planning
    • Showing human side
    • Purely social
  • Twitter: Basics
    • Upload pic in Settings >Profile
    • Set time and location in Settings > Account
    • Set email notifications when someone follows you
    • Post a tweet + shortlink using Bit.ly + hashtag
    • Follow others
    • Direct Message someone following you
    • Re-Tweet (RT) a tweet
    • Suggest people to follow (FF)
    • Create a List (with description)
    • Upload Pic and Tweet it using Twitpic.
    • Upload a video using TwitVid or YFrog
    • Link Tweets to Facebook status updates using Selective Tweets + #fb
    • Search topics and Save the search
    • Block spammers
  • Useful Twitter apps
    • Twitter clients: Tweetdeck, Twitterfeed, Twitterrific, Twhirl, Seesmic, Ubertwitter, Hootsuite
    • TweetAlarm: Put in a keyword and get emails when others tweet it.
    • Twellow, Tweepsearch: Search for tweeple
    • Twitpic, Tweetphoto: Post photos, captions
    • Yfrog, Twitvid: Post videos
    • Twapperkeeper: Archives tweets
    • Tweetstats : Graphs your stats
    • Spy: http://spy.appspot.com/
  • Twitter 101
    • A tweet is 140 characters long
    • RT : re-tweet other tweets you think are worth repeating
    • @username : used to reply to someone or engage in a conversation or as a hat tip. This a public tweet everyone can see.
    • dm or d followed by space, then name of person: a direct (private) message with someone who follows you.
    • #subject : hashtag used to refer to subject or topic of discussion.
  • Celebs on Twitter
    • http://twitter.com/Jamie_Oliver
    • http://twitter.com/ThatKevinSmith
    • http://twitter.com/aplusk
    • http://twitter.com/RyanSeacrest
    • http://twitter.com/keshasuxx
    • http://twitter.com/oprah
    • http://twitter.com/QueenRania
    • http://twitter.com/ladygaga
    • http://twitter.com/JimCarrey
    • http://twitter.com/BillGates
    • http://.../andersoncooper
    • http://.../kingsthings
    • List: celebritytweet.com
  • Media on Twitter
    • Media on Twitter: http://www.mediaontwitter.com/
    • Newspapers that Twitter:
    • http://tinyurl.com/newstwits
    • http://www.socialbrandindex.com/twitter/media
    • Journalists on Twitter: http://muckrack.com/
    • LA Times: http://www.latimes.com/about/twitter/
    • List of Malaysian journalists:
    • http://twitter.com/trinetizen/malaysian-journalists
    • List of Malaysian media
    • http://twitter.com/trinetizen/malaysian-media
    • List of Malaysian politicians
    • http://twitter.com/trinetizen/malaysian-politicians
  • Star branded Twitter followers Sample Audit: As of June 20, 2011 3,929 @dailychilli 5,518 @thestarmetro 10,701 @parenthots 9,825 @ecentralmy 14,965 @mystartwo 17,066 @starbizmy 217 (not updating) @otakuzone 1,531 @allmalaysia 244 (not updating) @thestarcontests 14,847 @thestar_rage 10 ((protected) @thestaronlinetv 1,238 @starproperty 1,811 @starintech 3,829 @galaxiemag 9,338 @mstaronline 74,764 @staronline
  • Star staff Twitter followers leaderboard Sample Audit: As of June 2011 191 @thoxinyi 176 @limweywen 192 @setokityan 859 @shahanaazhabib 11,950 @chunwai09 229 @ronaldbyrne 603 @boo_licious 319 @ianyee 125 @tankithoong 185 @kellygoh 394 @davinarul 266 @gyap 175 @klangred 534 @nasamaria 2,935 @saiwanstar 7,659 @nikicheong
  • #hashtags
    • The Hash Tag aka Pound Symbol [#] is used to categorize tweets into topics, events, trends
    • Hashtags are the Twitter equivalent of keywords.
    • Search at http://search.twitter.com and you will find all the tagged tweets with matching words.
    • For eg: #followfriday or #ff is used by a majority to spotlight individuals they consider worth following.
    • Eg2: #haiti #haitiquake used during the Haiti quake, #ash used during Iceland volcano eruption
    • Eg 3 #neda, #iranelection was used during last Iran elections
  • Iran: Neda
  • Warning: Explicit video http://www.youtube.com/watch?v=bbdEf0QRsLM
  • Neda: Symbol of injustice in Iran
  •  
  •  
  •  
  • Neda’s impact
    • Obama: “heartbreaking”
    • Viral video: 4.6m views
    • Trending topic hashtag: #neda
    • Protesters: Young, urban, self-motivated and angry
    • But armed with mobilephones and the power of social media
  • Twitter tips
    • Listen: Follow popular tweeters first
    • Lists: Set up your own lists
    • Share: Find great stuff to share – use
    • shortened links: tinyurl.com, bit.ly
    • Be active! No one is interested if your
    • last tweet was from several months ago
    • Don’t hard sell: If you are plugging your own story, event, product, contest or service, say so
  • Watch out for spammers, scammers, porn pushers, virus attackers
  • Twictionary
    • tweet: Posting on Twitter
    • twitterer/tweeter: One who tweets
    • re-tweet: Repeating someone else’s tweet
    • eg: RT @trinetizen
    • twitterati: Twitter + literati
    • twitterverse: Twitter + universe
    • twitterholic: One addicted to Twitter.
    • twitterrhea: Posting inane stuff too often.
    • twittermentia: Unable to remember last tweet
    • tweetheart: One you may have a crush on
  • Exercise: Twitter
    • Go to Twitter (set up account, if you don’t already have one)
    • Create 140-character blurb with a short link of the most emailed story in The Star Online
    • Find people or a list to follow
    • Create a list
    • Re-tweet another person’s tweet
  • Short links
    • Helps reduce character space. Became popular with rise of Twitter
    • Popular services: tinyurl.com, bit.ly
    • Others: is.gd, snipurl.com, tr.im
    • When posting a link, use Topsy.com to find out how popular/timely the link already is and whether your friends have already tweeted/posted it.
    1. 2.
  • Exercise 2: Twitter
    • Find a story in The Star, create a short link using http://bit.ly , tweet it in these voices:
    • Professional
    • Casual
    • Commentary
    • Quotable
    • Inside story
    • Funny
  •  
  • Tagging and tag clouds
    • Tags help describe a piece of information and allows it to be found again by browsing or searching
    • Exercise: Go to Wordle.net, create your own tag cloud using a story or a speech.Tip: Use tilde sign (~) for phrases
    • Exercise: Go to Flickr and search photos via tags
  • Geotagging
    • Adds geographical identification metadata to various media such as photographs, video, websites.
    • Eg: Helps readers follow an event in real-time, locate restaurant reviewed, etc.
    • Examples:
      • http://emersoninbeijing.com/
      • http://www.london-se1.co.uk/news/map
      • Nike Human Race
  • Bookmarking and sharing widgets
    • Help your users share content everywhere.
    • Generates traffic back.
    • Increases site's ranking.
    • Popular:
      • StumbleUpon.com
      • Digg.com
      • Delicious.com
      • ShareThis.com, AddThis.com
      • Tweetmeme.com, Tweet This
      • Facebook Like Button
      • http://developers.facebook.com/docs/reference/plugins/like
  •  
  • Set up Facebook account (if you haven’t already)
  • Journalism and Facebook
    • Find leads : conversations and topics that intrigue you that you can turn into stories.
    • Follow friends , companies, events, groups, fan pages.
    • Solicit for ideas, sources, interview subjects, questions for upcoming interview subjects.
    • Reach out to friends of friends - you never know when someone can connect you to what you are looking for.
  • Facebook: Basics
    • Status Update
    • Send a Message
    • Post on Your Wall
    • Like, Comment or Share
    • Upload photo as a profile pic
    • Create a photo album
    • Upload a video
    • Post a Note
    • Tag a photo, video or Note
    • Chat
    • Create an Event Page
    • Create a Fan Page
    • Create a Group
    • Privacy Settings
  • Searching Facebook in real-time Other methods: Bing.com/Social OneRiot.com (searchword site:facebook.com) FacePinch.com Youropenbook.org
  • Tips on Facebook
    • Share: Be useful , offer tips, guides, timely information. Link to interesting stories.
    • Be generous. Answer questions of those in need, don’t just take.
    • Do promote your own stories, but provide some other value-add , this is not just a broadcast medium. Avoid shameless plugs on how wonderful you are.
    • Be human : Show you care, be witty, disclose your personal interests, it helps to get to know you better.
    • Don’t overdo the silly things or clog up your wall with YouTube videos
    • Start a page : Keep it public, you have option to kick out members
    • Have two or three admins as backups for events/fan pages.
    • Use apps to automate stuff, but don’t overdo it: Blogposts, Twitter updates (http://apps.facebook.com/selectivetwitter/)
    Tips on Facebook
  • A word of caution…
    • Don’t sign up for every game/quiz and poke people constantly.
    • Don’t post updates in anger and in spite. Nothing is private on Facebook.
    • Your personal views are your own, preface that if you think it may offend your management.
    • Do not disclose confidential information obtained through work that may bring the company into disrepute.
    • Don’t undermine your effectiveness at work.
    • “ Friending” should not be taken literally – but others may misconstrue this as being partisan or biased.
    • Avoid racial, religious slurs and personal attacks.
    • You are still a reporter 24/7: Verify facts, identify sources before passing along news. Make it clear if you are skeptical of veracity of information, if you are.
  • Exercise: Facebook
    • Add a Note to your Profile
    • Add photos, videos to your Wall
    • Set up an Events page on Facebook
    • Add photos, videos to an Event
    • Tip: Pages vs Groups: Pages are better for a long-term relationships with your fans, readers or customers; Groups are better for hosting an active discussion and attracting quick attention. Community
    • pages are for generic causes or topics.
    http://bit.ly/pagesvsgroups