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WHAT’S NEXT IN MEDIA

WHAT’S NEXT IN MEDIA. HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD. Neil Perkin Only Dead Fish http://neilperkin.typepad.com/. 1. HOW MEDIA IS CHANGING FOREVER. SOCIAL MEDIA HAS BECOME UBIQUITOUS. 184 million bloggers. 73% of active online users have read a blog.

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WHAT’S NEXT IN MEDIA

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  1. WHAT’S NEXT IN MEDIA HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD Neil Perkin Only Dead Fish http://neilperkin.typepad.com/

  2. 1 HOW MEDIA IS CHANGING FOREVER

  3. SOCIAL MEDIA HAS BECOME UBIQUITOUS

  4. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008

  5. BUT THIS ISN’T THE POINT

  6. SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS Social dimensions are paramount to most people ….and most forms of entertainment “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/

  7. BUT THIS ISN’T THE POINT EITHER

  8. SOCIAL MEDIA IS COUNTER-INTUITIVE TO COMMUNICATIONS MEDIA

  9. COMMUNICATIONS MEDIA SOCIAL MEDIA 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

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

  11. THE CHANGES ARE FUNDAMENTAL AND PERMANENT “See, I’m kind of tired of people talking about how newspapers are going through a ‘transition’. As in, ‘we just need to get through this transition.’ Transitions have beginnings, middles and ends. Transitions eventually stop and you get a chance to take a breath and say, ‘cool, we survived.’” Howard Owens http://www.flickr.com/photos/timothyschenck/

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

  13. 2 HOW THE RELATIONSHIP WITH YOUR AUDIENCE HAS CHANGED FOREVER

  14. EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner The means of production and distribution are now free (Moore’s Law) Control is shared http://www.flickr.com/photos/esparta/

  15. MILLIONS OF CONNECTIONS Models based on linear distribution are being disrupted by networked models “The web is a subset of humans interacting” Sir Tim Berners-Lee

  16. SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

  17. SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM

  18. TODAYS USERS ARE CREATING HUGE AMOUNTS OF VALUE They’re discussing the subjects you write about They’re writing reference entries on Wikipedia about them They’re documenting them on Flickr and video sharing sites They’re showing what subjects they like the most on social bookmarking sites http://www.flickr.com/photos/artsyt/

  19. AND MOST MEDIA IS IGNORING IT

  20. “We’ve been too busy trying to dictate the experience, building walls, obsessing over the gates rather than the experience” Ian Rogers Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/

  21. THE VALUE EQUATION IS CHANGING = Attention Content = Attention, participation, interaction, content Content, tools, services http://www.flickr.com/photos/wespionage/

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

  23. THE RESULT OF AN ENGAGED COMMUNITY

  24. ONLINE COMMUNITIES CAN BE A PUZZLE www.spy.org.es/upload/actuacion/imagen-35.jpg

  25. ONLINE COMMUNITIES CAN BE A PUZZLE UNTIL YOU REMEMBER THEY ARE ALL HUMAN www.spy.org.es/upload/actuacion/imagen-35.jpg

  26. 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

  27. SO HOW CAN I CREATE A COMMUNITY?

  28. WRONG QUESTION

  29. “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg

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

  31. “One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community http://www.flickr.com/photos/vhata/

  32. LISTEN Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/

  33. AND ADD VALUE Understand what they are trying to do Creat tools and content to help them do it Interact with them, engage with them, respect them http://www.flickr.com/photos/artsyt/

  34. UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT Blog Her/Compass Partners 2008 Social Media Study

  35. 3 WHAT THIS MEANS FOR THE WAY MEDIA COMPANIES SHOULD WORK

  36. Media brands are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/

  37. AND WHAT YOU CAN DO FOR THAT COMMUNITY Be Useful "...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network." Alfred Hermida, reportr.net http://www.flickr.com/photos/jonasj/

  38. NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE Authenticator: Help the audience figure out what to believe, what can they trust Sense-maker: Help the audience derive meaning from what is happening in the world Navigator: Help the audience find their way around a story or issue and point them to the “good stuff” Forum-leader: Help the audience engage in a discussion in a knowledgeable way Ref: Tim Rosentiel www.journalism.org , Imagehttp://www.flickr.com/photos/patty_colmer/

  39. ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think “On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.” Howard Owens

  40. THE LINK IS THE CURRENCY OF SOCIAL MEDIA. USE IT. “Do what you do best and link to the rest” Jeff Jarvis http://www.flickr.com/photos/jairo_abud/

  41. AND IT’S NOT ABOUT THE TECHNOLOGY "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 Image: http://www.gapingvoid.com/

  42. WHAT THIS MEANS - NETWORKED MEDIA Social media thinking has to run through the organisation Models built on ubiquity not scarcity Loosely-coupled value chains that include users as value creators “Most items of value derive that value from scarcity. Digital changes that, and you can derive value from ubiquity now.” Ian Rogers http://www.flickr.com/photos/arbegofoto/

  43. WHAT THIS MEANS – FREE FLOWING CONTENT “Content Ubiquity” Peter Chernin, News Corp Services, applications and content are scalable and portable Platforms that are seamlessly inter-connectable No barriers to interaction - interfaces that get out of the way Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg

  44. CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content and services that are worth passing on Make it as easy as possible for your fans to find it and spread the word http://www.flickr.com/photos/oldflints/

  45. SETH GODIN – ‘FLIPPING THE FUNNEL’ Marketing spend generates traffic Some of that traffic sticks Users are inspired and enabled to talk about your product They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

  46. LINEAR Scheduled Appointment Sit back Messages NETWORKED On demand Whenever, wherever Participative Experiences Content we know you like (because you’ve told us) Content we think you’d like We control the way it is delivered We allow you to play with it, pass it on

  47. COMPONENT BASED APPROACH TO CONTENT DISTRIBUTION BRAND

  48. COMMERCIALLY DRIVEN DISTRIBUTED CONTENT

  49. THE URBANISTA DIARIES

  50. WIDGETS

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