1. Transforming mass media
with social media
Social media for deep engagement

2. Connection, not just
crowd-sourcing

3. Connection, not just
crowd-sourcing

4. Thought-provoking,
not just provocative

5. Thought-provoking,
not just provocative

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

7. What do you reckon?

8. What do you reckon?

9. Not what you reckon.
What did you witness?

10. The old model
Publisher
Creates
Content
Reacts
Audience

11. The New Model

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. 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. 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. 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. 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. Beyond social networking

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

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

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. 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. 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. This is not about technology

24. The need to communicate

25. Social media
strategies

26. Social media
strategies
Open up to audience

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

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

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. User generated content as a
service to users

31. Calling Tony Blair to account

32. Crowdsourcing MPs Expenses

33. Guardian: Iran faces of
the dead and detained

34. Message for Obama

35. Guardian Open Platform

36. Users
working
with our
data

37. ‘Wrapping content in a community’

38. Building a community of
contributors

39. Building a community of
contributors

40. Building a community of
contributors

41. Social media beyond
the screen

42. Social media beyond
the screen
4000 miles

43. Social media beyond
the screen
4000 miles
2060 photos

44. Social media beyond
the screen
4000 miles
2060 photos
1600 Twitter upates

45. Social media beyond
the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts

46. Social media beyond
the screen
4000 miles
2060 photos
1600 Twitter upates
50 blog posts
4 blogger meetups

47. Networked journalism

48. Networked journalism

49. Networked journalism

50. Networked journalism

51. Networked journalism

52. Networked journalism

53. Networked journalism

54. Networked journalism

55. Where is the
conversation going?

56. Where is the
conversation going?
DIY TV advertising

57. Where is the
conversation going?
DIY TV advertising
“Dual-screen” viewing and
the “virtual watercooler”

58. Where is the
conversation going?
DIY TV advertising
“Dual-screen” viewing and
the “virtual watercooler”
Location-based networks

59. DIY Advertising

60. “Dual-screen” viewing

61. “Dual-screen” viewing

62. Sharing directly from TV

63. Location, Location,
Location

64. Location, Location,
Location

65. Location, Location,
Location

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

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

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. Kevin Anderson,
journalism innovator
kevin@charman-anderson.com
http://charman-anderson.com