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Media in the Sharing Economy
New strategies for the network age
Social Media Camp
New America Media, SF, Feb. 17, 2009



...
eee


• eeee



               2
The crash-course version
   Big picture
   The dinosaurs & the meteor
   Social media & the news
   Social media strategie...
4
Reality check

   World Internet users by region
                                              Asia: 650 million
         ...
6
The Big Media mindset in 12 secs




                                   7
The Big Media mindset in 12 secs




                                   7
The Big Media mindset in 12 secs




                                   7
The Big Media mindset in 12 secs




                                   7
8
Flight 1549: A social news event




                                   9
Flight 1549: A social news event




                                   9
Dizzying disruptions for the media




                                     10
What is social media?


 “An   y online technology or practice that lets us share
    (content, opinions, insights, experi...
Social media principles
   Be human

   Be aware

   Be honest

   Be respectful

   Be a participant

   Be open

   Be c...
Social prism




               13
Explosive uptake in social media
   About 200 million blogs
  5 of top 10 websites are social
media sites
   57% have join...
Who’s commanding mindshare?
        Social media took up the vast majority of the
2.1 trillion page views at the top 1,000...
Who’s commanding trust?




        Source: Forrester Research and Intelliseek

                                          ...
Faces of
social networking




                    Fox Interactive Media: Never-Ending Friending:
                    A Jo...
New America Media sites
  http://www.impre.com/laopinion/
  http://www.iranian.com/
  http://www.asianjournal.com/
  http:...
Strategies
      Listen
      Participate
      Share
      Use/build the community
      Experiment
      Measure, learn ...
Tactics: Social media platforms
  Blogs: WordPress, Blogger, TypePad, etc.
  Microblogging: Twitter, Friendfeed
  Social n...
Tactics: Social news tools
  Social news sites: Digg, NowPublic, Reddit
  Petitions: Care2's thepetitionsite.com, ipetitio...
The power of engagement (not page views)
                                quot;We don't really
                            ...
The power of micro-sharing



    China earthquake
    Mumbai
    Flight 1549
     Twestival: $1 million raised for charit...
Organization using Twitter: EPA
                                               Official EPA
                               ...
The power of hash tags



                     #journchat
                     on Twitter,
                     found thro...
NAM’s tag cloud on Twittersheep




                                  26
Friendfeed: Reciprocal attention




                                   27
Creative Commons

                      flickr.com/
                   creativecommons




                                ...
The power of map mashups
    http://chicago.everyblock.com/crime/
                                           Everyblock
  ...
Other map mashups




                    30
Facebook fan page




                    31
Facebook group




                 32
Widgets




          33
myurbanreport.com




                    34
What myurbanreport does right
   Personal voice
   Blogrolls: reciprocity
   Use of social news bookmarks
   Use of videos...
Sites to steal ideas from
    BlogHer.com
    ProPublica.org
    Lifehacker
    Themediaconsortium.org
    TechCrunch
    ...
Nonprofit & citizen media resources
  Ourmedia Learning Center: ourmedia.org/learning-center
  Center for Citizen Media: ci...
Readings




 http://delicious.com/socialmediacamp/readings

                     Image: Universal McCann: Wave.3 report, ...
Hands-on

 Let’s discuss:
    Register on Twitter?
    Find influencers?
    Register on Friendfeed or Facebook?
    Snap c...
Thank you!

                         jdlasica@gmail.com
                         twitter: jdlasica
                       ...
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Social Media and the Sharing Economy

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A 40-page slide show of a Social Media Camp that JD Lasica and Chris Heuer gave at New America Media in San Francisco on Feb. 17, 2009, centering on changes in the mediasphere that are driving adoption of social media, with a look at key social media tools.

I added the We Are Media credits on the presentation but I don't believe there's a way to edit the PDF unless this entire page were deleted. So:

Beth, apologies for the oversight: All slides are licensed under a Creative Commons BY-NC license except Slides 19, 20, 26, which are licensed under a Creative Commons BY-SA license; attribution: We Are Media. Excellent set of resources on the wiki at http://www.wearemedia.org/Materials

The slides, rather than the PDF, can be downloaded at drop.io here:

drop.io/jdlasica

Published in: Technology
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Social Media and the Sharing Economy

  1. Media in the Sharing Economy New strategies for the network age Social Media Camp New America Media, SF, Feb. 17, 2009 JD Lasica Chris Heuer Socialmedia.biz Socialmediaclub.org jdlasica@gmail.com chris@socialmediaclub.org 1
  2. eee • eeee 2
  3. The crash-course version Big picture The dinosaurs & the meteor Social media & the news Social media strategies Tactics & tools Specifics: Hands-on Photo: Creative Commons BY smaedli on Flickr 3
  4. 4
  5. Reality check World Internet users by region Asia: 650 million Europe: 390 million North America: 246 million Latin America/Caribbean: 166 million Africa: 54 million Middle East: 45 million Australia/Oceana: 20 million 1.57 billion users worldwide Source: Internet World Stats, February 2009 http://internetworldstats.com/stats.htm 5
  6. 6
  7. The Big Media mindset in 12 secs 7
  8. The Big Media mindset in 12 secs 7
  9. The Big Media mindset in 12 secs 7
  10. The Big Media mindset in 12 secs 7
  11. 8
  12. Flight 1549: A social news event 9
  13. Flight 1549: A social news event 9
  14. Dizzying disruptions for the media 10
  15. What is social media? “An y online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ” 11
  16. Social media principles Be human Be aware Be honest Be respectful Be a participant Be open Be courageous Photo illustration (c) 2008 AdWeek 12
  17. Social prism 13
  18. Explosive uptake in social media About 200 million blogs 5 of top 10 websites are social media sites 57% have joined a social network 39% subscribe to an RSS feed YouTube = 10% of all Internet traffic Every time someone opens a computer, 60% of time it’s for social reasons 120,000 new blogs launched every day 1.5 million blog posts per day (17 per second) Sources: Universal McCann: Wave.3: Power to the People, 2008; various 14
  19. Who’s commanding mindshare? Social media took up the vast majority of the 2.1 trillion page views at the top 1,000 media sites in 2008. 15
  20. Who’s commanding trust? Source: Forrester Research and Intelliseek 16
  21. Faces of social networking Fox Interactive Media: Never-Ending Friending: A Journey into Social Networking, 2007 17
  22. New America Media sites http://www.impre.com/laopinion/ http://www.iranian.com/ http://www.asianjournal.com/ http://egpnews.com/ http://www.lawattstimes.com/ http://www.laprensa-sandiego.org/ http://www.impre.com/laopinion/ 18
  23. Strategies Listen Participate Share Use/build the community Experiment Measure, learn & adapt based on Chris Heuer’s: Look Listen Learn Join Lead 19
  24. Tactics: Social media platforms Blogs: WordPress, Blogger, TypePad, etc. Microblogging: Twitter, Friendfeed Social networks: Facebook, MySpace, Ning, Hi5 Video sharing: YouTube, Vimeo, Viddler, Ourmedia Photo sharing: Flickr, SmugMug, Photobucket Chat rooms & message boards Podcasting services: Libsyn http://delicious/socialmediacamp/platforms 20
  25. Tactics: Social news tools Social news sites: Digg, NowPublic, Reddit Petitions: Care2's thepetitionsite.com, ipetitions.com RSS feeds: Feedburner RSS readers: Bloglines, Google Reader, many others Widgets: Netvibes, Widgetbox, Yahoo! Widgets Social bookmarking sites: Delicious Wikis Mashup tools Google Alerts http://delicious/socialmediacamp/tools 21
  26. The power of engagement (not page views) quot;We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives.quot; - Jake Brewer, PowerShift 22
  27. The power of micro-sharing China earthquake Mumbai Flight 1549 Twestival: $1 million raised for charity: water in 202 cities on Feb. 12, 2009 countless others 23
  28. Organization using Twitter: EPA Official EPA page on Twitter: 1 following 381 followers Official EPA blog page on Twitter: 7 following 1,244 followers EPA’s “human twitterer”: 197 following 1,349 followers Also: 38 BusinessWeek writers & editors are on Twitter. 24
  29. The power of hash tags #journchat on Twitter, found through search.twitter.com or http://journchat.info #media #politics #africa #news #diversity #democracy #education, etc. 25
  30. NAM’s tag cloud on Twittersheep 26
  31. Friendfeed: Reciprocal attention 27
  32. Creative Commons flickr.com/ creativecommons 28
  33. The power of map mashups http://chicago.everyblock.com/crime/ Everyblock Boston Charlotte Chicago Los Angeles Miami New York Philadelphia San Francisco San Jose Seattle Washington, DC 29
  34. Other map mashups 30
  35. Facebook fan page 31
  36. Facebook group 32
  37. Widgets 33
  38. myurbanreport.com 34
  39. What myurbanreport does right Personal voice Blogrolls: reciprocity Use of social news bookmarks Use of videos and multimedia RSS feeds for news that comes to you Cross-promotion of his other social networks Use of WordPress to leverage its open source plug-ins Use of Widgetbox’s ultimate website translator to translate into other languages 35
  40. Sites to steal ideas from BlogHer.com ProPublica.org Lifehacker Themediaconsortium.org TechCrunch Mashable Rainforest Action Network (ran.org) Truthout.org http://delicious.com/socialmediacamp/sites 36
  41. Nonprofit & citizen media resources Ourmedia Learning Center: ourmedia.org/learning-center Center for Citizen Media: citmedia.org/principles Knight Citizen News Network: kcnn.org Social Media Club: socialmediaclub.org Netsquared & Techsoup.org NewAssignment.net: open source reporting Spot.us: crowd-funded reporting CiiJ: ciij.org/resources http://delicious.com/socialmediacamp/resources 37
  42. Readings http://delicious.com/socialmediacamp/readings Image: Universal McCann: Wave.3 report, March 2008 38
  43. Hands-on Let’s discuss: Register on Twitter? Find influencers? Register on Friendfeed or Facebook? Snap critique of publications? 39
  44. Thank you! jdlasica@gmail.com twitter: jdlasica chrisheuer@socialmediaclub.com twitter: chrisheuer Image: imagechef.com 40

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