Media '08 - Presentation by Kevin Anderson

Wrapping Content in a Community Transforming mass media into social 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 ‘provocative’ and ‘thought provoking’

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 Creates Content Reacts Audience

The New Model

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)

Beyond social networking

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data

Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing

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

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

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

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 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 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 kevin.anderson@guardian.co.uk blogs.guardian.co.uk strange.corante.com

Media '08 - Presentation by Kevin Anderson

3 comments

Notes on slide 1

17 Favorites, 2 Groups & 1 Event