blog power (brazil newspaper assn. presentation)
DESCRIPTION
I made this presentation to the national newspaper association of Brazil in August 2008.TRANSCRIPT
![Page 1: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/1.jpg)
THE NEW INFORMATION CONSUMERS & CREATORS:
John Wilpers, Senior Consultant, INNOVATION International Media Consulting Group
CBJ Conference, Sao Paulo, Brazil, Aug. 19, 2008
Attracting, retaining& involving them
![Page 2: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/2.jpg)
![Page 3: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/3.jpg)
• Time-crunched
• Wired (Facebook, MySpace, iPod, Twitter, blogging…)
TODAY’S YOUNGPEOPLE ARE:
• Creative (creating content in many forms)
• Looking for connections
• Focused on specific interests
• Expecting interactivity
![Page 4: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/4.jpg)
If they are like young Americans, they think
your papers are irrelevant: neither
about them nor by them nor by anyone
like them
HALF OF BRAZIL’S 15-34 YEAR-OLDS
DO NOT READ A NEWSPAPER
![Page 5: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/5.jpg)
WHAT DO THEY WANT?
2) Information & community around shared interests
1) Local News
3) Variety of viewpoints
4) Chance to participate
![Page 6: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/6.jpg)
What can newspapers do to attract, retain and involve these new
information consumers and
creators?
![Page 7: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/7.jpg)
BLOGS
Their blogs
Their content, their thoughts, their interests
On your website AND in your paper.NOT in a “blogger ghetto”
Written by them or by people like them
![Page 8: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/8.jpg)
BEFORE 1994, THERE WERE NO BLOGS
Internet users had no voice. The Web was, well, quiet.
![Page 9: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/9.jpg)
IN 1994, THE FIRST BLOGGER…
… emerged erect from his cave (Actually, it was Justin Hall from his Swarthmore College dorm room)
![Page 10: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/10.jpg)
BY ’02, THERE WERE 200,000 BLOGGERS
By 2003, 3.5 million bloggers
![Page 11: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/11.jpg)
BY ’06, 35 MILLION BLOGGERS; BY ’07, 70 MILLION
Today, 112 million bloggers; tomorrow: ?
![Page 12: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/12.jpg)
• RELEVANCE
High-quality local bloggers: A great bet to increase your
• REACH • REVENUE
HARNESS THAT ENERGY & TALENT
![Page 13: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/13.jpg)
SOME DISAGREE
Estadao’s monkey campaign was funny,But it ignored a legion of high-quality Brazilian blogs
![Page 14: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/14.jpg)
ECONOMIC AND INTERNET GROWTH IS EXPLODING IN BRAZIL
Brazil’s economy is growing so fast that by 2050 it will surpass today’s richest
countries. Similarly, Internet use in Brazil is mushrooming.
![Page 15: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/15.jpg)
THAT GROWTH FEEDS INFORMATION GROWTH
Hundreds of top-quality bloggers are creating local content in YOUR market.
![Page 16: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/16.jpg)
EVEN IF 50% OF THOSE BLOGGERS ARE ESTADAO’S MONKEYS…
… that’s still a TON of good LOCAL content.
![Page 17: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/17.jpg)
INCREASE REACH AND RELEVANCE
With high-quality local bloggers, readers see your paper and website as
being created by them and for them.
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 18: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/18.jpg)
Most mainstream media reject or discourage user-generated content
BUT GATEKEEPERS STILL RULE
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 19: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/19.jpg)
Bloggers are thrilled to be asked to be part of your paper & website:
THE NEWSPAPER MAGIC STILL EXISTS
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 20: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/20.jpg)
YOUR BRAND STILL RESONATES
Your brand = the best in information; Extend that brand to blogs & vlogs
Be THE source of all the best info in town, even if you don’t create it!
Aggregate and point off
Or host the blogs.Who could resist
a blog address like: www.folha.uol.com.br/myname?
![Page 21: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/21.jpg)
IT IS A WIN-WIN:
You get:• Great web content• Great print content• Increased ad inventory, and• Viral grassroots PR from happy bloggers
The bloggers get:• Big-time exposure in your newspaper and on your
website• Increased traffic• Increased income• Prestige and fame!
![Page 22: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/22.jpg)
… AND YOU GET RESULTS!
MetroBoston (’00) Denver (‘01) Dallas Quick (’03) TampaBay (’06) BostonNOW (‘07)
Paper closed
![Page 23: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/23.jpg)
BLOGGERS BRING TRAFFIC
• Four of the top 13 page view URLs were blogs or the blog home page
• Our longest time on a page was a blog
• Our highest unique page view page was a blog
• BostonNOW hosted 3,900 bloggers; 900 of whom posted regularly
![Page 24: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/24.jpg)
BLOGGERS BRING TRAFFIC
• Between 12-20% of BostonNOW’s site traffic was to blogs; much of the classic “long tail” variety
• In less than 12 months, we attracted 773,000 unique visitors
• Who viewed more than 2.1 million pages
![Page 25: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/25.jpg)
THAT’S ALL VERY COOL, JOHN
Butshow us
the MONEY
![Page 26: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/26.jpg)
BLOGS ARE YOUR SALES DIFFERENTIATOR:
Demonstrating:
• Connection with young readers advertisers want
• Community involvement & loyalty
• Interactivity
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 27: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/27.jpg)
BLOGS CAN BE USED BY ADVERTISERS
• Clients can own a segment & deliver their message their way
• Clients can interact with their consumers
• Clients can use print to promote their Web presence
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 28: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/28.jpg)
EXAMPLES OF SALES RESULTS
• A $90,000 deal with a large regional bank mixing web and print budget to reach young college grads with text and video content, and banners
• Two $10,000 deals with real estate developers to offer content, interact with consumers, and run print ads and web banners in the real estate section.
![Page 29: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/29.jpg)
THE ALTERNATIVE?
“Newspapers are going to see the relentless emergence of new forms of media that might not even be … positioned as competition, but which have the potential to siphon off audience.”
— Andrew Nachison, Co-founder
iFOCOS, a media think tank
Do nothing and the competition will eat your lunch
![Page 30: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/30.jpg)
A NEW BUSINESS MODEL
Incorporate professional AND citizen content, new advertising models, and new audiences so we can continue to fund our journalistic mission
QuickTime™ and aH.264 decompressor
are needed to see this picture.
![Page 31: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/31.jpg)
A NEW VISION: INCLUSION
"Stop pretending your organization is an oracle. It's not. You don't know everything, and even if you did, you couldn't publish as much as you'd like to. Pointing to outside sources of information — especially local blogs and other media — is a great start …
![Page 32: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/32.jpg)
A NEW VISION: CREATING TOGETHER
“… It does not mean that you endorse what these folks are saying or vouch for it, but it does mean that you recognize that others in your community are creating media with at least some information other people might want to see."
Dan Gillmor, Director, KnightCenter for Digital MediaEntrepreneurship, ArizonaState University
![Page 33: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/33.jpg)
![Page 34: Blog Power (Brazil Newspaper Assn. Presentation)](https://reader036.vdocuments.site/reader036/viewer/2022062701/5541f271b4c9050a608b45ac/html5/thumbnails/34.jpg)
Obrigado pelo seu tempo e atenção cortesa.
John Wilpers, Senior ConsultantINNOVATION Media Consulting Group
001.617.688.0137 / [email protected]
Tchau!