case study: media 2.0, matthew buckland
DESCRIPTION
Case Study of the Mail and Guardian Online and Thought Leader.com, a media blog run by M&G onlineTRANSCRIPT
Media 2.0Matthew Buckland | GM: New Media
media 2.0Matthew Buckland
www.matthewbuckland.com
Media 2.0Matthew Buckland | GM: New Media
Converged mediaAll media powered by internet
Multiple digital platforms & formatsFragmented media environment
Everyone potentially a media playerRole of media changing
Information pollution & overload
Media 2.0Matthew Buckland | GM: New Media
web 2.0
and what it means for media
Media 2.0Matthew Buckland | GM: New Media
Harness user intelligence & contentCost-effective, participatory & inclusive
Build community & loyaltyA forgotten art in mass media age
Stick to your principlesDon’t abandon gatekeeping
Media 2.0Matthew Buckland | GM: New Media
Get closer to your userDevelop sophisticated relationship with
userUser: Compare CNN.com vs FacebookTargeted content & advertisingSocial network = publishing 2.0?
Media 2.0Matthew Buckland | GM: New Media
Harness network effectBloggers do it betterSocial bookmarking a startLink, even to your
competitors!Don’t be a walled garden
Media 2.0Matthew Buckland | GM: New Media
putting the
Practical examples @ mail & guardian onlinesoci
alinto media
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Mediawww.thoughtleader.co.za
Media 2.0Matthew Buckland | GM: New Media
harness user intelligence, intelligently
Hybrid approach: media model & blog modelBest of both formats: Blogs with editorUGC from a select, closed network of usersEditor selects lead & homepage articlesArticles vetted and subbedFull moderation
Media 2.0Matthew Buckland | GM: New Media
the editorial blogTransplant addictive qualities of bloggingInstant feedback & stats & trackbacksBlogger ranking system to create competitionNetworking with other bloggers
Media 2.0Matthew Buckland | GM: New Mediahttp://www.thoughtleader.co.za/guyberger
Media 2.0Matthew Buckland | GM: New Mediawww.thoughtleader.co.za
Media 2.0Matthew Buckland | GM: New Mediahttp://www.thoughtleader.co.za/topbloggers/
Media 2.0Matthew Buckland | GM: New Media
insightsPeople dying to write & share ideas, just need a platformJournos want money for writing, non-journos don’t People write better when know it’s going through an editorBuild audience by making influential people part of your siteAs leaders in their fields, they bring their networks to you
Media 2.0Matthew Buckland | GM: New Media
some firstsFirst blogger at PolokwaneFirst blogger to be firedPeople blogging for first timeFirst SA media-blog hybrid modelFirst blog to be mentioned in ST leader pageFirst SA site to receive “Webby Honoree”
Media 2.0Matthew Buckland | GM: New Media
the stats3,900,000 reader words1,700,000 contributor words290,000 monthly page impressions70,000 monthly readers15,000 daily newsletter subscribers
All on a budget of virtually R0
...turning traditional media model on its head?
Media 2.0Matthew Buckland | GM: New Media
thank you & questions available @ www.slideshare.net/matthewbuckland
contact @ [email protected]