Media X Change Chuck Peters CEO, The Gazette Company March 10, 2009

“ THE PHYSICS OF MEDIA ARE CHANGING”* Limited distribution channels Abundant attention Unlimited distribution Attention scarcity *http://www.fistfulayen.com/blog/?p=147

Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA

So this requires a different mindset different approaches different ways of working http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC Higher repeat visits More Loyal Users Higher levels of interaction More useful site More content More traffic More links More authority

ONLINE COMMUNITIES CAN BE A PUZZLE UNTIL YOU REMEMBER THEY ARE ALL HUMAN AND STOP TRYING TO CONTROL THEM www.spy.org.es/upload/actuacion/imagen-35.jpg

UNDERSTAND HOW THEY WORK 9 1 90 Every community has super-users – high authority, highly active Know who they are

Company Confidential

Superblog structure

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin AND IT’S NOT ABOUT THE TECHNOLOGY Image: http://www.gapingvoid.com/

Company Confidential WHAT’S NEXT IN MEDIA Neil Perkin Only Dead Fish http://neilperkin.typepad.com/ HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD Special Thanks to Neil Perkin for use of his slides from: