The document outlines the changing dynamics of media, emphasizing the shift from brand-controlled communication to consumer-driven interactions facilitated by social media. It discusses the importance of communities in driving brand loyalty and traffic, highlighting the need for businesses to adapt their strategies to engage with users effectively. The content stresses the necessity for a cultural shift within companies towards innovation, transparency, and strong relationships with stakeholders.

1. Media X Change Chuck Peters CEO, The Gazette Company March 10, 2009

2. “ THE PHYSICS OF MEDIA ARE CHANGING”* Limited distribution channels Abundant attention Unlimited distribution Attention scarcity *http://www.fistfulayen.com/blog/?p=147

3. Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA

4. So this requires a different mindset different approaches different ways of working http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

5. COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC Higher repeat visits More Loyal Users Higher levels of interaction More useful site More content More traffic More links More authority

6. ONLINE COMMUNITIES CAN BE A PUZZLE UNTIL YOU REMEMBER THEY ARE ALL HUMAN AND STOP TRYING TO CONTROL THEM www.spy.org.es/upload/actuacion/imagen-35.jpg

7. UNDERSTAND HOW THEY WORK 9 1 90 Every community has super-users – high authority, highly active Know who they are

8. Our mission is to be the information provider of choice through a dynamic mix of innovative products and services. We will create and maintain mutually beneficial, long-term relationships with our customers, employees, and the communities we serve. Strengthening communities by engaging and informing participants through interactive processes. Company Confidential Mission Statement & Vision

9. Business Model Vision = Strengthen our Communities Success = Attention x Trust x Convenience = Assets Revenue = From numerous smaller sources Costs Company Confidential

10. Culture Franchise Start up Baseball Hockey Intrude Relationship Authority Transparency Product Network Trust, Fairness, and Accuracy Company Confidential

11. Change in the way we do business…. From a “Franchise” Company Confidential Traditional network of products and services: assuming one size fits all. Push of information and content.

12. Change in the way we do business…. To a “Start Up” Company Confidential Network of products and services: not trying to be everything to all people. Strategic products developed to reach and interact with untapped audiences.

13. Change in the way we do business…. Company Confidential Independent Actors Relate to all products and services on various levels. Shared Services – Feeding or Supporting the Network

14. Company Confidential

15. Superblog structure

16. "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin AND IT’S NOT ABOUT THE TECHNOLOGY Image: http://www.gapingvoid.com/

17. Employee Expectations Each employee will move the Culture: Company Confidential Permission Seeking Awaits Direction Focused Job Responsibilities Agree; Avoid Conflict Do things perfectly; Takes few chances Makes "popular" decisions Mediocre performance is acceptable/standard Preserves the status quo Independent Actors - Works Freely within Established Boundaries Self-Learner, Seeks Information Wear Multiple Hats Builds Constructive and Effective Relationships Willingness to try new things and fail Makes timely, necessary decisions Raising the bar; high achievement becomes the standard Results driven - can be counted on to achieve/exceed goals

18. Company Confidential WHAT’S NEXT IN MEDIA Neil Perkin Only Dead Fish http://neilperkin.typepad.com/ HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD Special Thanks to Neil Perkin for use of his slides from: