A presentation in Helsinki on the issue of newspapers and social media.How to stay relevant!

2. A GR E AT START
I don't belive in those
empty words in the
blogs...

3. A GR E AT START

4. A GR E AT START
You cant bring the
computer in the bath

5. A GR E AT START

7. MY VISIO N

8. M IN DP A RK - TODO
four areas
• second brain (brainshop)
• flypaper (attraction)
• evangelism (trust the force)
• ventures of our own

9. M IN D P ARK IS. . .
mean and lean
• Erik, Daniel and Sandra - pure gold
• Helsingborg and Stockholm
• a very decent budget
• common tools
• lots of ideas
• central of communication

10. M I N DPAR K - ME
media geek
• editor at age 13
• photographer
• officer (and gentleman)
• since -93 focus on media
• content
• technology
• business
• user

11. TH E MI SSIO N
make money tomorrow as well

12. I T'S AS SI MPLE AS
eyeballs

13. R E LA X !
we will be around
tomorrow as well

14. M AKE M E N TAL N OTE
the media landscape
- not a constant

15. AVE R AGE DAY
100%
TV
80% Radio
Newspaper
60% Internet
40%
”Tabloid”
20%
0%
81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07

16. RE AC H - 15 -2 4 YE ARS
90%
75%
60%
45%
30%
15%
0%
99 00 01 02 03 04 05 06 07
TV Internet

17. T I ME - 1 5- 2 4 YE AR S
140
105
70
35
0
99 00 01 02 03 04 05 06 07
TV Internet

18. N E W SP AP E R
100%
80%
60%
40%
20%
0%
1986 1988 1990 1992 1994 1996 1998 2000 2002 2005
Total 15-29 yrs 30-49 yrs 50-64 yrs 65-85 yrs

19. DIF F I S GROW I NG
40%
30%
20%
10%
0%
1986 1988 1990 1992 1994 1996 1998 2000 2002 2005

20. I N TE RN E T P E NE TR AT IO N
80%
60%
40%
20%
0%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

21. IN TE R N E T USA GE
80%
60%
40%
20%
0%
2000 2001 2002 2003 2004 2005 2006 2007
Home Work Other

22. ME DI A IN VE STM E N TS
40 000
Totalt
30 000
20 000
10 000
Morgonpress
0
1990 1992 1994 1996 1998 2000 2002 2004 2006

23. M E DIA IN VE ST. 8 0 -0 7
Internet
Gratistidningar
Utomhusreklam
Radio
TV
Fackpress
Populärpress
Kvällspress
Storstadspress
Landsortspress
80 82 84 86 88 90 92 94 96 98 00 02 04 06
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007

24. SH AR E OF IN VE ST.
Butiksmedia
0,2%
Internet Utomhus
Bio 13,9% 3,5%
0,3% Dagspress
Radio 29,1%
2,3%
TV
13,8%
Gratistidningar
7,2%
DR Tidskrifter
15,2% Kataloger 7,4%
5,5%
Bilagor
1,7%

25. I N VE ST. IN DE X
500
400
300
200
100
0
2000 2001 2002 2003 2004 2005 2006 2007 2008p
Storstadspress Landsortspress Gratistidningar Internet TV

26. RE AL I TY
80%
75%
70%
65%
60%
55%
50%
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05
household coverage

27. M AKE M E N TAL N OTE
forget everything
you know

28. FOL LOW . DO N 'T LE AD

29. L E ARN AGAI N
Clay Shirky:
” I’m old enough to know a lot of things
from life experience.
I know that newspapers is where you get
your political news and how you look for a
job. I know that music comes from stores.
I know that complicated things like
software and encyclopedia have to be
created by professionals.
And in the last 15 years, I’ve had to
unlearn every one of those things and a
million other because they stopped being
true.”

30. RE AD O N
required reading...
• wisdom of crowds
• cluetrain manifesto
• wikinomics
• smart mobs
• naked conversation
• future of ideas
• [blogs] - lots of them

31. CH AN GE
every hour

32. DE R M E DI E N F UR ST
Hubert Burda:
”The problem is that we don't understand
that software is what is most important.
People think that a website with 40
editors is better than 20 editors. And
then Google comes and take over the
world with an algorithm. Nobody in my
business vicinity has written an
interesting algorithm.
Google is not too powerful, Google is
opening new markets for us. We have to
be creative everyday to build our brands
for meeting the new markets that Google
bring us”

33. TH E S OC IAL RE AL M

34. C HUN KA BIL I TY

35. MA KE M E N ATAL N OTE
communities
we don't do it

36. I S'S A SI MP L E AS. ..
or do we?
and should we?

37. P UR E P L AYS
this is not our turf

38. E V OL VIN G W ORL D
out of our leaugue

39. E V OL VIN G W ORL D
way to fast...

40. H ISTORIC AL VIE W
once upon a time

41. M AKE M E N TAL N OTE
content isn't king,
conversation is
content is just the stuff
we talk about

42. LOOK MA'
and talk there is

43. WATC H O UT
a streetracingcommunity? [sic]

44. SO C I AL KN OTS
we need enablers

45. AN D TAL K TH E R E IS

46. OU R TAKE
content isn't king,
conversation is
our core - storytelling!
but with a twist

47. CROSSRO AD
crowd
the audience

48. ATT I TU DE ?
decisions to be made

49. T HI S IS G ON E
forget it

50. A N E W V IE W
pwnd

51. I N SH ORT
the change
• web 1.0
• then - you and I (the media) had control
• web 2.0
• now - we share control, on our terms?
• web 3.0
• tomorrow - the crowd is in control

52. BUT H OW

53. BUT WH E RE
go where they are

54. OP E N UP
share
be brave and confident

55. FO CUS ON TH E I SSUE
it IS not at techincal issue

56. TH IS I S TH E I SSUE
focus on your core
extend it wisely
and love the crowd

57. GRE A T I DE A

58. M AKE M E N TAL N OTE
credibility without
relevance means nothing
that insight redefines
our attitude (hopefully)

59. M AKE M E N TAL N OTE
who's talking
and who's listening
the correct answer
redefines everything

60. M AKE M E N TAL N OTE

61. TH AN KS
http://mindpark.se
joakim@jardenberg.com

62. 19
xtras

63. O M BUDS MA N 2 . 0
my take!
• focus on the user –
not the product or the process
• act as community manager
• be the internal evangelist
• accept nothing less than radical
transparency and ”all in” with the crowd
• and get rid of the ”ombudsman-thing”...

64. T HE FO UN DAT ION
content isn't king,
conversation is
content is just the stuff
we talk about

65. AN D TAL K TH E R E IS

66. AS AL W AYS.. .

67. TRA DI T ION AL ME DI A
forget it

68. N O M E DIA IS A N ISL AN D
crowd
the audience