Wrapping Content in a
    Community
         Transforming mass media
             into social media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media faux pax
Social media faux pax
Mass media focuses on celebrity not
engagement
Social media faux pax
Mass media focuses on celebrity not
engagement
Mass media doesn’t know the difference
between ‘provo...
Social media faux pax
Mass media focuses on celebrity not
engagement
Mass media doesn’t know the difference
between ‘provo...
‘Giving a voice to the
   already voiced’
‘Giving a voice to the
   already voiced’
Looking for an argument?
Looking for an argument?
Your community is a pub
Is your pub Cheers? Or...
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’
Connection, not just
 ‘crowd-sourcing’
The old model
 Publisher

        Creates

 Content

        Reacts

 Audience
The New Model
User engagement cycle
                                               Casual
                                              ...
User engagement cycle
                                               Casual
                                              ...
User engagement cycle
                                               Casual
                                              ...
User engagement cycle
                                               Casual
                                              ...
User engagement cycle
                                               Casual
                                              ...
Beyond social networking
Beyond social networking
          Casual
           Bookmarking
              Tagging
          Adding to Group
         ...
Beyond social networking
          Casual
           Bookmarking
              Tagging
          Adding to Group
         ...
Beyond social networking
            Casual
             Bookmarking
                Tagging
            Adding to Group
 ...
Beyond social networking
                              Casual
                               Bookmarking
                 ...
Beyond social networking
                              Casual
                               Bookmarking
                 ...
Social media
editorial strategies
Social media
 editorial strategies

Open up to audience
Social media
 editorial strategies

Open up to audience
Involve the audience in meaningful ways
Social media
 editorial strategies

Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the...
‘Wrapping content in a
community’
Open up to your audience
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
Real voices
Editorial creativity
Go to the conversation
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

  the main (boxing) by dickuhne

  an idea (the light bulb) by alos...
Kevin Anderson, Guardian blogs editor
   kevin.anderson@guardian.co.uk
         blogs.guardian.co.uk
         strange.cora...
Media '08 - Presentation by Kevin Anderson
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Media '08 - Presentation by Kevin Anderson

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Presentation by Kevin Anderson, Editor of Blogs and Interactivity, The Guardian, (London) at Media '08, Sydney 7th March 2008.

Published in: Business, Technology
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  • Hi Kevin, After going through the presentation it made me to sit up and think as I am a practising media professional in India. I,infact, also went to Corante to read a whole ot of your writings. Just amazing insights.

    May i request you t share with me the presentation of yours 'Wrapping Content in a Community' --Transforming Mass Media into Social Media.

    My e-mail id is alokvermaa@gmail.com

    Alok Verma, India
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Haydens30, please, feel free to quote me.
       Reply 
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  • Kevin, thanks for posting this presentation up. Do you mind if I quote you in some work I'm doing?

    Hayden

    http://press20.blogspot.com
       Reply 
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Transcript of "Media '08 - Presentation by Kevin Anderson"

  1. 1. Wrapping Content in a Community Transforming mass media into social media
  2. 2. Social media growth versus traditional media
  3. 3. Social media growth versus traditional media
  4. 4. Social media growth versus traditional media
  5. 5. Social media growth versus traditional media
  6. 6. Social media faux pax
  7. 7. Social media faux pax Mass media focuses on celebrity not engagement
  8. 8. Social media faux pax Mass media focuses on celebrity not engagement Mass media doesn’t know the difference between ‘provocative’ and ‘thought provoking’
  9. 9. 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
  10. 10. ‘Giving a voice to the already voiced’
  11. 11. ‘Giving a voice to the already voiced’
  12. 12. Looking for an argument?
  13. 13. Looking for an argument?
  14. 14. Your community is a pub
  15. 15. Is your pub Cheers? Or...
  16. 16. Is your pub Cheers? Or...
  17. 17. If you build a boxing ring, people are going to fight. Tom Steinberg, MySociety.org
  18. 18. Connection, not just ‘crowd-sourcing’
  19. 19. Connection, not just ‘crowd-sourcing’
  20. 20. The old model Publisher Creates Content Reacts Audience
  21. 21. The New Model
  22. 22. User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)
  23. 23. User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)
  24. 24. User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)
  25. 25. User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)
  26. 26. User engagement cycle Casual (Just stopping by) Catalyst (Identifying as Guardian Readers, Connected (Signing up and engaging in light telling other people, linking to or interaction) blogging about us…) Committed (Signing in because of personal benefit and engaging in heavy interaction)
  27. 27. Beyond social networking
  28. 28. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data
  29. 29. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing
  30. 30. 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
  31. 31. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Catalyst Connected Networking tools Blogging tools Commenting Networked journalism Rating Voting Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles
  32. 32. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Catalyst Attention Connected Networking tools Commenting Blogging tools Networked journalism & Rating Voting Reputation Endorsing Committed UGC Soulmates Tools for Content & Users Social Site Skills Profiles
  33. 33. Social media editorial strategies
  34. 34. Social media editorial strategies Open up to audience
  35. 35. Social media editorial strategies Open up to audience Involve the audience in meaningful ways
  36. 36. Social media editorial strategies Open up to audience Involve the audience in meaningful ways Tap into the wisdom in the crowds
  37. 37. ‘Wrapping content in a community’
  38. 38. Open up to your audience
  39. 39. Open up to your audience
  40. 40. Connecting with Twitter
  41. 41. Building a community of contributors
  42. 42. Wisdom in the crowds
  43. 43. Podcasting live fleeing a Cat 5
  44. 44. Real voices
  45. 45. Real voices
  46. 46. Editorial creativity
  47. 47. Go to the conversation
  48. 48. Go to the conversation
  49. 49. What’s stopping you? How many psychiatrists does it take to change a light bulb?
  50. 50. One...but the light bulb has to want to change
  51. 51. With thanks to ... 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
  52. 52. Kevin Anderson, Guardian blogs editor kevin.anderson@guardian.co.uk blogs.guardian.co.uk strange.corante.com

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