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The Audience Is in Charge. Why Every Business Model Should Put the Audience First.

Digital media talk by Jennifer Mirsky at the University of Oregon School of Journalism and Communication, Turnbull Center. Conference: "Dispatches from the frontiers of multimedia journalism."

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The Audience Is in Charge. Why Every Business Model Should Put the Audience First.

  1. 1. The Audience Is in Charge Why Every Business Model Should Put the Audience First Digital Media Presentation by Jennifer Mirsky, October 27, 2011 Turnbull Center, University of Oregon School of Journalism
  2. 2. 5 Questions Worth Asking 1. How have the rules of the road changed? 2. What hasn’t changed? 3. Why are we excited about multimedia again? 4. Who’s breaking through the clutter? 5. Where is multimedia going next?
  3. 3. #1: The Rules of the Road Who? What? Where? When? How Often?
  4. 4. #2: What Hasn’t Changed? The “why”
  5. 5. #3: Why Are We Excited About Multimedia Again?
  6. 6. The Audience Loves Step-by-Steps
  7. 7. And the Audience Loves Inspiration
  8. 8. Would you rather…? …read an article on the web? …or on your tablet?
  9. 9. Why Are We Looking at a Map of Africa?
  10. 10. Instapaper to the Rescue!
  11. 11. #4: Who’s Breaking Through the Clutter?
  12. 12. The New Experts
  13. 13. Search vs. Social Searchable Web Social Web
  14. 14. The Dark Ages
  15. 15. 85 Million Results (in 0.13 Seconds)
  16. 16. Wouldn’t This Be Faster?
  17. 17. Or You Could Ask Your Trusted Expert
  18. 18. #5: Where Is Multimedia Going?
  19. 19. Voice Recognition, AI, Personalization
  20. 20. Innovation at Work: MyLowe’s
  21. 21. One View of the Future: Sticky Bits
  22. 22. “The Magic Mirror”
  23. 23. In Conclusion: It’s All About the Audience 1) 2) 3) 4) 5) You are there to serve them. It’s on their terms. Give them a real reason to visit you. Maximize each medium’s unique strengths. Earn their loyalty and trust through authenticity. Layer and leverage the audience’s data to deliver true personalization and value.
  24. 24. About the Presenter Mirsky is a digital media strategist who has led editorial teams in the creation and production of award-winning sites, including those of Hearst and Time Inc., as well as Meredith, where she served as Editor-in-Chief of Women's Lifestyle. She heads up MIRSKY DIGITAL. Consulting clients include start-ups, non-profits, academic institutions, hyperlocal, and global luxury brands.
  25. 25. © 2011 Jennifer Mirsky Please do not reuse without attribution. MIRSKYDIGITAL.COM