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Transforming Mass Media with Social Media

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The presentation looks how social media is being used by mass media, often incorrectly, and how it can be used for journalism. It also looks at some of the trends are driving digital media in 2010. I delivered that at the keynote for Zagreb FuturAD, 24 March 2010.

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Transforming Mass Media with Social Media

  1. 1. Transforming mass media with social media Social media for deep engagement
  2. 2. Connection, not just crowd-sourcing
  3. 3. Connection, not just crowd-sourcing
  4. 4. Thought-provoking, not just provocative
  5. 5. Thought-provoking, not just provocative
  6. 6. If you build a boxing ring, people are going to fight. Tom Steinberg, MySociety.org
  7. 7. What do you reckon?
  8. 8. What do you reckon?
  9. 9. Not what you reckon. What did you witness?
  10. 10. The old model Publisher Creates Content Reacts Audience
  11. 11. The New Model
  12. 12. 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)
  13. 13. 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)
  14. 14. 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)
  15. 15. 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)
  16. 16. 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)
  17. 17. Beyond social networking
  18. 18. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data
  19. 19. Beyond social networking Casual Bookmarking Tagging Adding to Group Attention Data Connected Commenting Rating Voting Endorsing
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. This is not about technology
  24. 24. The need to communicate
  25. 25. Social media strategies
  26. 26. Social media strategies Open up to audience
  27. 27. Social media strategies Open up to audience Involve the audience in meaningful ways
  28. 28. Social media strategies Open up to audience Involve the audience in meaningful ways Tap into the wisdom in the crowds
  29. 29. Social media strategies Open up to audience Involve the audience in meaningful ways Tap into the wisdom in the crowds Go to where the conversation is
  30. 30. User generated content as a service to users
  31. 31. Calling Tony Blair to account
  32. 32. Crowdsourcing MPs Expenses
  33. 33. Guardian: Iran faces of the dead and detained
  34. 34. Message for Obama
  35. 35. Guardian Open Platform
  36. 36. Users working with our data
  37. 37. ‘Wrapping content in a community’
  38. 38. Building a community of contributors
  39. 39. Building a community of contributors
  40. 40. Building a community of contributors
  41. 41. Social media beyond the screen
  42. 42. Social media beyond the screen 4000 miles
  43. 43. Social media beyond the screen 4000 miles 2060 photos
  44. 44. Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates
  45. 45. Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates 50 blog posts
  46. 46. Social media beyond the screen 4000 miles 2060 photos 1600 Twitter upates 50 blog posts 4 blogger meetups
  47. 47. Networked journalism
  48. 48. Networked journalism
  49. 49. Networked journalism
  50. 50. Networked journalism
  51. 51. Networked journalism
  52. 52. Networked journalism
  53. 53. Networked journalism
  54. 54. Networked journalism
  55. 55. Where is the conversation going?
  56. 56. Where is the conversation going? DIY TV advertising
  57. 57. Where is the conversation going? DIY TV advertising “Dual-screen” viewing and the “virtual watercooler”
  58. 58. Where is the conversation going? DIY TV advertising “Dual-screen” viewing and the “virtual watercooler” Location-based networks
  59. 59. DIY Advertising
  60. 60. “Dual-screen” viewing
  61. 61. “Dual-screen” viewing
  62. 62. Sharing directly from TV
  63. 63. Location, Location, Location
  64. 64. Location, Location, Location
  65. 65. Location, Location, Location
  66. 66. What’s stopping you? How many psychiatrists does it take to change a light bulb?
  67. 67. One...but the light bulb has to want to change
  68. 68. With thanks to ... Flickr photos Some Rights Reserved From Flickr the main (boxing) by dickuhne Kitten on a laptop by Doug Woods an idea (the light bulb) by aloshbennet massive change by 416style From icanhascheezburger.com leef I alonze by Brad
  69. 69. Kevin Anderson, journalism innovator kevin@charman-anderson.com http://charman-anderson.com

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