So mediji že kuhani (D·Talk, Mitja Mavsar)
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Slajdi o prihodnosti medijev na osnovi NYT Innovation reporta mashable.com/2014/05/16/full-new-york-times-innovation-report/
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So mediji že kuhani (D·Talk, Mitja Mavsar)
- 1. 1 So mediji že kuhani? MITJA MAVSAR, DLABS
- 2. 2 ZAKAJ UPORABLJAŠ SLOVENSKE MEDIJE? KAJ TI JE KUL?
- 3. 3 Niti jih ne poznam, že nekaj časa ne uporabljam ! Nič, kar bi me zanimalo ! Vizualen spam. Rad bi samo v miru prebral novice ! Ni virov. Ni jajc. Novinar se obnaša kot odvetnik politične opcije ! Mi uspe končno priti čez paywall, potem me še pol leta kličejo, če se hočem naročit ! Plačat mi ni všeč, ker bi verjetno prebral samo pet procentov ! Plačilo me moti, ker ne vidim vrednosti ! Ne morem odklopit komentarjev in se vedno bojim, da bom ponesreči odskrolal do konca strani, med kretene :) ! Janša ! Jankovič KAJ TE PA MOTI PRI SLOVENSKIH MEDIJIH?
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- 8. “Our home page died”
- 9. “Less then 10% of traffic to the NYT comes from social media”
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- 19. 19 Audience development ! ! V papirnatih časih si moral samo prepričat urednika, ! in je šlo v tisk in od tam do bralca. ! ! Zdaj moraš prepričat neposredno bralca.
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- 22. 22 At NYT the story is done when you hit Publish! ! At Huffington post, that’s when the article begins it's life
- 23. 23 Audience develoment should not be done by marketers and business/sales department. It should be done by editors and journalists. ! ! They are the “founders” of the product/story and that’s how they should behave! ! But they are definetelly not alone. Reader experience and Strategy team will work by their sie and equip them with tools and templates
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- 25. 25 Old vs. new story
- 26. 26 Novinar (!) mora o svojem izdelku ! ob polnoči vedeti! ! Koliko jih bere?! Kdo bere?! Zakaj bere?! Koliko prebere?! Je navdušen?! Skrola?! Ali vsebino deli?! Se vrača k isti zgodbi?! Je format ustrezen?! Se splača dodati še kaj?
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- 29. 29http://babb.telegraph.co.uk/page/2/ “People come and have a very fixed strategic vision and trying to impose that on reality. You have to be adaptive and follow your nose a little bit.”
- 30. 30 . try 10 new things! let’s say two are clear winners ! and two are clear losers. ! ! That means I’ve got six in between. ! What do I do with those? ! ! Most organizations let everything live except the clear losers. … Pretty soon my whole organization is basically mediocrity and gunk.
- 31. 31 Launch quickly then iterate! Set objective and track progress ! and btw: high quality journalism is not a clear objective! ! Reward experimentation and initiative! Kill off mediocre efforts! Plan resources for version 2.0 and beyond! Make it easier to launch an experiment than to block one! ABCD test
- 32. 32 Ključno je, da zidovi padejo!! ! biz + newsroom + oblikovalci + razvojniki! Le oglaševalski zid naj ostane.
- 33. 33 “Iz treh tiskanih edicij na eno” ! ! “Geeke, analitike in social media ljudi postavili ! k vsakemu desku”! ! “Ohranili le manjši oddelek za tiskano verzijo, ki na koncu dneva natisne, kar se je izkazalo na spletu.” FT, USA today, Wallstreet journall so že ukrepali
- 34. 34Newsroom + Reader Experience
- 35. 35 Najti in opolnomočiti internetne zvezde
- 36. 36 Kako torej do boljše izkušnje?
- 37. Zdaj je že povsem jasno, da kozmetična prenova obstoječih praks ne bo dovolj.
- 38. 38 Res se bo treba poglobiti in resno raziskovati, kdo je uporabnik in kaj je ZANJ dobra medijska izkušnja in kakovostno novinarstvo
- 39. 39 Experiment 1: Snow Fall (NYT)
- 40. 40 “The effort, which appeared last week, received around 2.9 million (!) visits ! ! /…/ As many as one-third were new visitors ! ! /…/ time on site: 12 minutes Experiment 1: Snow Fall
- 41. 41 http://babb.telegraph.co.uk/ Experiment 2: BABB (Telegraph)
- 42. 42 http://babb.telegraph.co.uk/ Experiment 2: BABB (Telegraph)
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