This document discusses the changing media landscape and the rise of web 2.0. It emphasizes harnessing user intelligence and content, building community through participatory and inclusive platforms, and developing sophisticated relationships with users. It provides examples of how media companies can adopt aspects of blogging and social media to engage users while maintaining editorial standards.

1. media 2.0 Matthew Buckland www.matthewbuckland.com

2. Converged media All media powered by internet Multiple digital platforms & formats Fragmented media environment Everyone potentially a media player Role of media changing Information pollution & overload

3. web 2.0 and what it means for media

4. Harness user intelligence & content Cost-effective, participatory & inclusive Build community & loyalty A forgotten art in mass media age Stick to your principles Don’t abandon gatekeeping

5. Get closer to your user Develop sophisticated relationship with user User: Compare CNN.com vs Facebook Targeted content & advertising Social network = publishing 2.0?

6. Harness network effect Bloggers do it better Social bookmarking a start Link, even to your competitors! Don’t be a walled garden

7. putting the Practical examples @ mail & guardian online social into media

11. Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.

13. www.thoughtleader.co.za

14. harness user intelligence, intelligently Hybrid approach: media model & blog model Best of both formats: Blogs with editor UGC from a select, closed network of users Editor selects lead & homepage articles Articles vetted and subbed Full moderation

15. the editorial blog Transplant addictive qualities of blogging Instant feedback & stats & trackbacks Blogger ranking system to create competition Networking with other bloggers

16. http://www.thoughtleader.co.za/guyberger

17. www.thoughtleader.co.za

18. http://www.thoughtleader.co.za/topbloggers/

19. insights People dying to write & share ideas, just need a platform Journos want money for writing, non-journos don’t People write better when know it’s going through an editor Build audience by making influential people part of your site As leaders in their fields, they bring their networks to you

20. some firsts First blogger at Polokwane First blogger to be fired People blogging for first time First SA media-blog hybrid model First blog to be mentioned in ST leader page First SA site to receive “Webby Honoree”

21. the stats 3,900,000 reader words 1,700,000 contributor words 290,000 monthly page impressions 70,000 monthly readers 15,000 daily newsletter subscribers All on a budget of virtually R0 ...turning traditional media model on its head?

22. thank you & questions available @ www.slideshare.net/matthewbuckland contact @ [email_address]