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Victor Hernandez: 50 things we learned at RJI-Distribution

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A recent profile piece on Victor Hernandez began with the following statement, "With what he’s wearing, Victor Hernandez seems to be part human and part robot." And while all human cyborg rumors can neither be confirmed or denied, Hernandez has developed a reputation for infusing traditional journalism leadership with new media applications. Hernandez is the Director of Media Innovation at Banjo, a fast­growth startup specializing in event detection used everyday by thousands of journalists. He recently concluded a year­long academic fellowship with the Reynolds Journalism Institute at University of Missouri focused on the opportunities and challenges of Apple Watch for newsrooms.

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Victor Hernandez: 50 things we learned at RJI-Distribution

  1. 1. 50 THINGS WE LEARNED DURING RJI SPRING SYMPOSIUM: DISTRIBUTION
  2. 2. @ToTheVictor Ban.jo Editorial + Innovation RJI Fellow 2015-2016 ONA SPJ NAHJ NABJ
  3. 3. @ToTheVictor Ban.jo Editorial + Innovation RJI Fellow 2015-2016 ONA SPJ NAHJ NABJ
  4. 4. @ToTheVictor Ban.jo Editorial + Innovation RJI Fellow 2015-2016 ONA SPJ NAHJ NABJ
  5. 5. @ToTheVictor Ban.jo Editorial + Innovation RJI Fellow 2015-2016 ONA SPJ NAHJ NABJ
  6. 6. @ToTheVictor Ban.jo Editorial + Innovation RJI Fellow 2015-2016 ONA SPJ NAHJ NABJ
  7. 7. Combining emergency and social data by location to power newsrooms with breaking event details, as they happen. 2/25/17 - Car Drives into Crowd During Endymion Parade in New Orleans, LA 6:58 PM 8:00 PM
  8. 8. 2014 2015 2016 #RJIdistribution
  9. 9. IT’S A TRAP! SUMMARIZE SYNTHESIZE GALVANIZE MOBILIZE VAPORIZE
  10. 10. SO WHAT DID WE LEARN?
  11. 11. 1.5 INTENSE DAYS
  12. 12. DISTRIBUTION IS COMPLEX #RJIdistribution
  13. 13. Source: Tweetroot
  14. 14. ➡ APPLE NEWS ➡ WHATSAPP ➡ LINE ➡ FB MESSENGER ➡ PERISCOPE & MOMENTS ➡ IG STORIES ➡ SLIDESHARE ➡ KYLO REN ➡ DEATH STAR WHAT WASN’T MENTIONED… #RJIdistribution
  15. 15. LEGO ELEPHANT (not) IN THE ROOM
  16. 16. “Social media and platform companies took over what publishers couldn’t have built even if they wanted to.” – Emily Bell, writing for CJR http://www.cjr.org/analysis/facebook_and_media.php
  17. 17. ANSWERING THE WHY? Just because we can doesn’t mean we should
  18. 18. Publishers made only 14 percent of revenue from distributed content Distributed Content Revenue Benchmark Report “The majority of publishers’ distributed revenue came from YouTube, as newer platforms and features have failed to turn into meaningful revenue streams.” #RJIdistribution
  19. 19. “It’s more important for us to create habits.To get people in the habit of coming back to CNN for news on whatever platform they are on,” said Samantha Barry. “We want to create a CNN news habit for every generation.That’s our mission.” http://digiday.com/media/cnn-international-catering-4-7-million-video-hungry-followers-line/
  20. 20. INSIGHTS SHARED #RJIdistribution
  21. 21. Journalism isn’t easy, that’s the point. That’s why we do it. It’s hard work. @NicoleYoung60 Forget ‘brand’ — what do people think? @tcurwin Audience mapping: how do storytellers use data to more effectively target core audiences? @aelacallan Tell a great story and tell it right for the platform. @RXahra Journalists, both freelance and full time, need to pay attention to metrics. @kari_paul
  22. 22. Participatory Spaces: make sure people feel welcome! @bennorksov @helloantidote VR as the TSUNAMI of content for producers and distributors @thornton_archie Tips for keeping pace in the modern content universe (quality over quantity, unique voice) @nathangiannini Distribution: Learning to own @amfalk Working hard to grow the 3 Rs: reach, relevance, revenue @timroesler
  23. 23. What can publishers do to promote quality journalism, mitigate fake content? @davegehring Lessons from better half: organic distribution, 100% audience centric, importance of trust @johnhall How Success created organic growth through digital distribution @jessicakrampe @ceciliameis Experiments in UGC + TC open to your pitches! @jschieberTake full advantage of other publishing platforms (Medium) to extend your reach, grow engagement @johnrampton
  24. 24. Undefined format: VR headsets still pretty limited, scale not there yet Sarah Springer Tale of two startups: Stitcher + AJ Plus @tsar Gen Z isn’t on just one platform; not all about Snap @realdeeppatel Taking a 95 year-old publication into modern digital era @katherineabell Reporters have ‘sources’ with The Bachelor show too @laurenzima @bricesander
  25. 25. Distribution is about how we build a community of readers (not just the clicks) @VenturesAfrica Challenges and constraints of operating an independent digital news site in highly restrictive Cuba @14ymedio Hope and pray: consumer demand and competition between platforms @VenturesAfrica Media co’s hope and pray for: 1) consumer demand 2) competition between platforms @JasonAbbruzzese
  26. 26. WHAT ELSE STOOD OUT
  27. 27. "R2 says the chances of survival are 725... to one" - A New Hope COMMON DISTRIBUTION THEMES: •TECH PLATFORMS IN DRIVER’S SEAT •MUST GO TO WHERE AUDIENCES ARE ONLINE •TARGETING OF YOUNGER AUDIENCES •DATA-DRIVEN DECISIONS / METRICS •AR/VR IS HOTTER THAN A JEDI LIGHTSABER
  28. 28. STILL FEELS LIKE: A GALAXY FAR, FAR AWAY VR [ IMHO ]
  29. 29. RICOH THETA S 360 Camera HD Photos + Vid Immersive Storytelling Take viewers there Easily embed online #RJIdistribution
  30. 30. #RJIdistribution
  31. 31. #RJIdistribution
  32. 32. ALSO WORTH NOTING
  33. 33. ‘content-everywhere’
  34. 34. Post Cards: Smart Branded Content https://www.washingtonpost.com/pr/wp/2017/02/07/post-cards-smart-branded-content/ Breaks down an immersive piece of branded content into its multimedia components — Creates promotional assets for each component and then delivers the particular form of media that readers enjoy engaging with most. Each Post Card creates a customized user experience that allows readers to consume their preferred multimedia format directly on the page, then drives to the longer immersive feature.
  35. 35. REALITY STINKS
  36. 36. The competition for attention is fierce.The “four horsemen of the apocalypse”– Google, Facebook,Apple, and Amazon–are engaged in a prolonged and torrid war over whose technologies, platforms, and even ideologies will win. In truth, we have little or no insight into how each company is sorting its news.This is an unregulated field.There is no transparency into the internal working of these systems. “ —Emily Bell, Facebook is Eating the World, CJR http://www.cjr.org/analysis/facebook_and_media.php
  37. 37. The Rise of Distributed Content: Building Sustainable Platform Strategies https://www.americanpressinstitute.org/publications/reports/strategy-studies/distributed-content-strategies/single-page/ Choose the right platform for you — and set goals Integrate distributed content into newsroom processes Build relationships with platform companies Launch platform-first sub brands Leverage community and partnerships to boost effectiveness Be pragmatic Remember: We’re all in this together
  38. 38. @ToTheVictor victorh@teambanjo.com

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