Saving media: The UC Berkeley Media Technolgy Summit


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The presentation I gave at the UC Berkeley Media Technology Summit on what traditional media can learn from new media.

Published in: Business, Education, Technology
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  • Traditional media is helpful too.
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Saving media: The UC Berkeley Media Technolgy Summit

  1. what traditional media can by Tara ‘missrogue’ Hunt learn from social media
  2. and this is also not a presentation on how social media is going to save the day...
  3. stuff that DOES save the day 1. relevance 2. interestingness 3. engagement
  4. be relevant
  5. relevance is how well media organizations deliver what matters to their readership.
  6. “The reports of my death have been greatly exaggerated.” Mark Twain
  7. Did you know 4.0? (Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler)
  8. How People Get Their News 90.0 67.5 40% get their news 45.0 online 22.5 0 2001 2002 2003 2004 2005 2006 2007 2008 Television Newspaper Internet
  9. Respondents Aged 18-29 - 2006-2007-2008 68 62 59 59 59% get their news online! 34 32 29 28 23 18 16 13 5 6 3 4 1 0 Television Internet Newspapers Radio Magazines Other
  10. Up until journalism became a profession rather than a trade...(p)ublishers paid attention to readers needs and wants, and hired and trained editors and reporters accordingly... Howard Owens, "Maybe it's Journalism Itself That is the Problem"
  11. The Public’s Opinion of the Media 70 63 59 29 27 21 14 8 9 Get Facts Straight Admit Mistakes Professional Yes No Don’t Know
  12. The goal is to find some meaningful measure of reader satisfaction and fashion a new journalism that meets reader needs... Make your focus your audience. Try to figure out what readers want, not just what you think they want. Howard Owens, "Reporters and editors should develop a reader satisfaction index"
  13. and are you giving them what they want?
  14. Media Top News Stories August 3-9, 2009 16 15 11 5 5 Health Care Economic Crisis North Korea US Auto Industry Sonia Sotomayor
  15. Blogger Top News Stories August 3-9, 2009 24 19 11 8 7 College Lawsuit Freed Journalists Radiohead Song Newspaper Troubles Obama Admin.
  16. and on Twitter? 7% 7% 9% 35% 19% Twitter Outage 23% Iran ITV Sells Site John Hughes Dies News Corp Charges 4 Content Other
  17. the good news.
  18. where people find 3% their news online. 28% 52% 10% News Sites 7% Twitter Email Newsletters Aggregators Blogs (by reporters/analysts)
  19. top news sites - august 9, 2009 Site Monthly Visitors Inbound Links 25,900,000 27,246,000 18,800,000 15,857,000 12,300,000 544,422,000 12,200,000 33,792,000 9,800,000 13,197,000 2,400,000 27,243,000 12,400,000 19,180,000 6,900,000 16,717,000 5,700,000 19,066,000 11,100,000 8,013,000
  20. do you become more relevant?
  21. 1. have your ear to the ground
  22. For any beat...there is a listing of topical tweeters:
  23. 2. be part of the community you cover
  24. being part of the community a) talk to your readers b) get out to events c) find out what your current readers respond to and do more of that (not the same subject, but the same kind of story)
  25. 3. learn from feedback (the data is there!)
  27. “the most– e-mailed and most-blogged stories in the paper, as well as the most-used search terms... (is) a rough gauge of reader behavior, to be sure, but as it turns out, a fairly consistent one.” Michael Hirschorn, "The Pleasure Principle" The Atlantic Monthly Dec 07
  28. bloggers won their audiences by figuring out what is relevant to their readers and then producing more of it...there are no barriers - customer call in centers or walls - between a blogger and his/her audience so the learning is faster and more agile.
  29. be
  30. “Stop being important and start being interesting.” Michael Hirschorn, The Atlantic Monthly
  31. it’s not about you, the awards, how awesome you are, your page views,’s about...
  32. being interesting doesn’t mean chasing ambulances and sensational means that you bring value to your reader’s lives...
  33. DELIGHT Jacek Utko “I came to London, and I've seen performance by Cirque du Soleil. And I had a revelation. I thought, "These guys took some creepy, run down entertainment, and put it to the highest possible level of performance art." I thought "Oh my God, maybe I can do the same with these boring newspapers." And I did.”
  34. Utko’s Redesign Process 1. Strategy: what is our goal? 2. Content: which content serves the readers better? 3. Design: does the design flow with the content & strategy? what’s the reader experience? 4. Testing: how do readers use this? react? is it meeting the reader’s needs? 5. Workflow: how can the organization, itself, change to produce better products? 6. Branding: how can we tie this together across platforms? 7. Execution: how can we ensure continuous quality?
  35. SIMPLIFY Nate Silver - fivethirtyeight “The uncanny, poll-wrangling, stats-freaking Nate Silver took it upon himself to demonstrate that some level of governable, rational reality could be brought to bear on the confusing world of competing tracking polls, and along the way all but cemented the geek-chic trajectory of this election season.”
  36. if you can succeed in making your readers feel smarter, more in control, sexier, excited and more interesting themselves, you will win.
  37. be ing
  38. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers.
  39. 1. sharing
  40. 2. discussing
  41. 3. portability
  42. 4. connecting/getting social
  43. 5. mixing the media
  44. at the end of the day, it is the blending of social media and traditional media that will produce the future of media...this is not an ‘or’ situation, it’s an ‘and’ situation...
  45. the big question is...even with all of this...
  47. is it too late?
  48. people don’t like paying for digital stuff “Economically, the print media are in the business of marking up paper. We can all imagine an old-style editor getting a scoop and saying "this will sell a lot of papers!" Cross out that final S and you're describing their business model.” Paul Graham on Post-Medium Publishing
  49. advertising models are mostly flawed Sales teams are expensive, there is the issue of the balance of being objective while making advertisers happy (multiple conflicts with this)...
  50. non-profit models? hyperlocal? niche markets? maybe? feels like these models would work for some, but not for all. great examples emerging that can test this out.
  52. “Our community has 25,000 members. 1% produces content and a 1,000 are very active. Among the active, you have what we call "guests". They are bloggers and columnists that are paid on a revenue sharing basis. Amateurs send 400 to 500 contributions and write 6,000 comments a day.” Benoît Raphaël, Editor & Chief, Le Post interview at:
  55. the answer doesn’t lie in social media itself, but rather what we our customers and their needs as the adoption of social networks increases...
  56. thanks! these people gave me LOADS of ideas... • Rachel Weidinger - @rachelannyes • Burt Herman - @burtherman • Will Straw, PhD - • Alex Ikonnikov - @alexikonn • Jay Seidel - Professor, Fullerton College • Adam McNamara - @adammcnamara • Heather Flyte - • Kellan Elliott-McCrea - @kellan • Chris O’Brien - @sjcobrien • If I forgot you...tell me! And I’m sorry!
  57. Order Whuffie today!
  58. licensing: share/remix/spread ... but don’t forget to attribute.
  59. photos/screenshots • most of those gorgeous photos are from unless indicated on the photo as a link to a Flickr creative commons shot • screenshots were snapped on Skitch ( • please do not re-post the photos as it will be a violation of their copyright/left. however, have at the screenshots where you will!
  60. contact me: Tara ‘missrogue’ Hunt @missrogue montreal, quebec, canada 514-679-2951