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Online Newsrooms

In conversation with everybody
            Julio Romo
          @twofourseven
The way things were


Let’s start at the beginning… The Newsroom
Understanding today’s web




      “The semantic Web is not a separate
     Web but an extension of the current one,
    ...
The power of the crowd




The key change is the internet’s ability
     to support ‘many-to-many’
conversations, in addit...
Where the media is today


     The news industry has changed:
     •  News outlets are “abandoning attempts to be first f...
The Present


Audiences have changed:

•  People today do not want to be spoken at, they want a conversation with
   peopl...
How journalists are adapting


                    Journalists today have
                    have to:
                   ...
Social Media Newsrooms: what we can we do


                       Online newsrooms – learning
                       from...
Social Media Newsrooms: what we can we do


                       •  Video – remember to offer
                          ...
Social Media Newsrooms: what we can we do


                       Social Media Press Releases:
                       •  ...
… and finally!




Remember, your audience can become
          your advocates.
  Have a conversation with them!
Where you can find me…




    Julio Romo, MCIPR
julio@twofourseven.co.uk
 www.twofourseven.co.uk
      @twofourseven
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CIPR Digital Impact - Changing Media and Online Newsrooms

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Presentation that I gave to the CIPR Digital Impact Conference on the changing media landscape and journalism, and building effective social media newsrooms.

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CIPR Digital Impact - Changing Media and Online Newsrooms

  1. 1. Online Newsrooms In conversation with everybody Julio Romo @twofourseven
  2. 2. The way things were Let’s start at the beginning… The Newsroom
  3. 3. Understanding today’s web “The semantic Web is not a separate Web but an extension of the current one, in which information is given well defined meaning, better enabling computers and people to work in cooperation” Tim Berners-Lee
  4. 4. The power of the crowd The key change is the internet’s ability to support ‘many-to-many’ conversations, in additional to the one- to-many broadcast model Clay Shirky
  5. 5. Where the media is today The news industry has changed: •  News outlets are “abandoning attempts to be first for breaking news, focusing instead on being the best for verifying and curating it.” •  Publishers have realised that “social media, blogs and user generated content are … creating an important extra layer of information and diverse opinion.” •  We’ve entered the era of ‘social recommendation,’ which is playing a significant role to driving traffic to traditional content. •  News organisations are devoting significant resources to exploit social networks to drive search.
  6. 6. The Present Audiences have changed: •  People today do not want to be spoken at, they want a conversation with people and brands. •  The growth of the crowd has “an alternative source of news, as well as another option for politicians, businesses and other public figures.” •  Online media consumption up, from 6hrs 14 mins in September ‘09 to 7hrs 28 minutes in March ’10. [KPMG Media and Entertainment Barometer] •  There has been a growth across the board of online video, with the total audience base growing 18% to 35.6 million viewers [comScore, December ’09] •  Facebook now accounts for 20% of all time spent online in the UK. [Internet Advertising Bureau Fact Sheet, IAB, March 2010]
  7. 7. How journalists are adapting Journalists today have have to: •  Investigate •  Report •  Engage with the crowd •  Package up a story for multiple platforms •  Promote to the community
  8. 8. Social Media Newsrooms: what we can we do Online newsrooms – learning from the media: •  You are having a conversation with more than one person. •  Offer links in all your social content – with the title of your post. •  Headlines – write them for SEO. •  Optimise all your content for SEO and site search. •  Syndicate your social media newsroom.
  9. 9. Social Media Newsrooms: what we can we do •  Video – remember to offer embed codes for bloggers and journalists. •  ShareThis – make sure your content can be shared on the main platforms, Twitter, Facebook, Buzz and others. •  List your and your teams contact details – they should be in the conversation. •  Twitter: show your conversations •  For pictures, offer tags so that you can pool your community’s images.
  10. 10. Social Media Newsrooms: what we can we do Social Media Press Releases: •  Embed video. •  Include links. •  Enable people to share the story. •  You are writing for humans, search engines, and social networking sites. •  Improve navigation by tagging your release. •  Don’t forget journalists – they want contact with a PR •  Linkbacks, linkbacks, linkbacks…
  11. 11. … and finally! Remember, your audience can become your advocates. Have a conversation with them!
  12. 12. Where you can find me… Julio Romo, MCIPR julio@twofourseven.co.uk www.twofourseven.co.uk @twofourseven

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