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

1. Wrapping Content in a
Community
Transforming mass media
into social media

2. Social media growth
versus traditional media

3. Social media growth
versus traditional media

4. Social media growth
versus traditional media

5. Social media growth
versus traditional media

6. Social media faux pax

7. Social media faux pax
Mass media focuses on celebrity not
engagement

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. 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. ‘Giving a voice to the
already voiced’

11. ‘Giving a voice to the
already voiced’

12. Looking for an argument?

13. Looking for an argument?

14. Your community is a pub

15. Is your pub Cheers? Or...

16. Is your pub Cheers? Or...

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

18. Connection, not just
‘crowd-sourcing’

19. Connection, not just
‘crowd-sourcing’

20. The old model
Publisher
Creates
Content
Reacts
Audience

21. The New Model

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. 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. 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. 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. 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. Beyond social networking

28. Beyond social networking
Casual
Bookmarking
Tagging
Adding to Group
Attention Data

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

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. 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. 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. Social media
editorial strategies

34. Social media
editorial strategies
Open up to audience

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

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

37. ‘Wrapping content in a
community’

38. Open up to your audience

39. Open up to your audience

40. Connecting with Twitter

41. Building a community of contributors

43. Wisdom in the crowds

44. Podcasting live fleeing a Cat 5

45. Real voices

46. Real voices

47. Editorial creativity

48. Go to the conversation

49. Go to the conversation

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

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

52. 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

53. Kevin Anderson, Guardian blogs editor
kevin.anderson@guardian.co.uk
blogs.guardian.co.uk
strange.corante.com