MASTER CLASS EBU GENEVA 1 OCT 2013 Swedish Radio,

1. SID 1

2. How are you?
SID 2

3. This is me:
twitter.com/nyhetschefjonas
SID 3

4. This is also me:
- Visionary, help med to be conrete
- Passionate about social media
- A very social guy
SID 4

5. It is all about sharing – so let s share
- hopes and fears for the Master Class
SID 5

6. Agreements
Popcorn style – free to ask
Phones and computers are OK
Responsible for your learning
session
SID 6

7. Social media handbook
SID 7

8. SID 8

9. SID 9

10. Where are you? In
social media
Write down för yourself
Share with your neighbour
Examples from the group
SID 10

11. What is the relevance for you?
SID 11

12. Relevance of social
media at Swedish Radio
SID 12

13. Some of the biggest stories in recent times
have been broken by citizen journalist simply
because they were there
SID 13

14. Overall strategy
SID 14

15. Aim Swedish Radio: democracy
and trust – relations is the focus
SID 15

16. INSTAGRAM: famous author makes
sudoko before he is interviewed in P1
SID 16

17. Journalism 3.0 – how?
Lack of good measurement
Unclear goals
To much work by few people
Direction and CEO:s lack knowledge
We are not social enough
We are unsecure about the laws and the rules
We are unsecure about WHY???
Lack of good handbooks
SID 17

18. The need: it s all
about this…
SID 18

19. WHY – are social
media so strong
Human want to co-operate, first
thing before you wallk (Erik
Erikson)
SID 19

20. The aim - handbook
More people with knowledge and engagement
Knowledge and engagement among the
management team
Everyone should be social
We should know about the legal aspects
We need goals, we need to measure
We must know why we are active in social
media
SID 20

21. How we went on
SID 21

22. MAIN MAINPOINTS
SID 22

23. Main points
Strategy
Dialogue
Research
Viral spread
SID 23

24. Strategy: how do we do it and who and
where? Facebook, twitter, instagram…
SID 24

25. Dialogue: how do we keep on talking
with our audience
SID 25

26. Research: how do we manage to
succeed with serious crowdsourcing
SID 26

27. Viral spread: how do we manage to make
people share our content
SID 27

28. To succeed 1) goals 2)
feedback
SID 28

29. Reflexion – questions?
SID 29

30. Effects-measure
Downloaded in 49 countries
Handbook at journalist schools
Handbook handed out to every employee
CEO:s and superusers educated 2012 and 2013
The tone in commentaries at web sites improved, our
material is shared more, and the followers and likes in
Sveriges radios Facebook groups, Instagram- och
Twitter-accounts are increasing
SID 30

31. REACH: 35000 ex in 49 countries (5000
print and 30000+ downloads –
spreadiest ever
SID 31

32. Foreign minister REACH and the Swedish
Royal Court… we don t have time 
SID 32

33. Get started in 15 min
Meet with each other
Which are your editorial needs?
Where should you talk with your audience?
When should you talk with your audience?
Who is the social media editor?
Which are your goals?
How is the feedback made?
SID 33

34. bitly.com/sr_handbook
SID 34

35. Further questions?
Christian Gillinger @gillinger
Helena Sahlén @sahlena
Johan Ljungström @johanljungstrom
Jonas Edlund @nyhetschefjonas
Marie-Louise Kristola @MLKristola
Nicklas Malmberg @7direkt
Tove Svenonius @tovesvenonius
Yasmine El Rafie @YasmineSR
SID 35