denis gursky best cases in multimedia journalism
TRANSCRIPT
BEST CASES IN MULTIMEDIA JOURNALISM
Denis GurskyMedia Marketing Mom
WHAT IS THERE BEHIND SOCIAL MEDIA?
Iranian Elections, Jun 12, 2009
• Overcoming the government censorship and firewalls
• US State Department monitoring
• Mir-Hossein Mousavi calming the situation down
• People communicating with each other
WHAT IS THERE BEHIND SOCIAL MEDIA?
BP Gas oil spill, Jun 2010
• #oilspill in Top Twitter Trends
• 400,000 likes in FaceBook Group
• Photo uploads of the damage and protests
• OilReporter
• Google Crisis Response
WHAT IS THERE BEHIND SOCIAL MEDIA?
Horror of Haiti, Jan 2010
• Twitter or/and Facebook as reporting and monitoring tools
• SMS “Yele” to 501501
• Big Media use Social Media
• NPR case and social media competition
WHAT IS THERE BEHIND SOCIAL MEDIA?
Twitter Revolution in Moldova, Apr 2009
• Mass protests against communists coordinated with Twitter
• 10,000 young people
• #pman - “Piata Marii Adunari Nationale”
• Cell phones as an Internet communication tool
• Internet was switched off in Chishinau
• Many rumors about financing the campaign
WHAT IS THERE BEHIND SOCIAL MEDIA?
Explosions in Moscow Metropolitan, 29 Mar 2010
• 2 powerful blasts in subway, 38 victims
• Example of slowness and engagment of national TV channels
• Bloggers became reporters in 4 first hours
• 40 tweets per second
• 100,000 posts in 1 day
• Vice versa information flow
WHAT IS THERE BEHIND SOCIAL MEDIA?
Boycott of Lukoil, Feb 2010
• Car accident in Moscow, with Lukoil CEO, 2 innocent victims
• Concealment of info, live cam records erased
• Thousands of blogposts
• Music video with 46k pageviews in 1 day
MULTIMEDIA JOURNALISMThin border between multiplatform news delivery, reporting and Internet PR/Relations Management
4 ASPECTS OF MULTIMEDIA JOURNALISM DEVELOPMENT
• #1 DIY -- How to do it
• #2 ORGANIZATIONAL -- How to manage it
• #3 BUSINESS MODEL -- How to make business of it
• #4 SOCIAL IMPACT -- How to change the world
You know all of them. You use them every day.
#1 DYI -- HOW TO DO IT
WHAT YOU NEED MULTIMEDIA TOOLS FOR?
Journalist must be objective
Personal approach is allowed
Journalist has personal experience
Newsroom work only
Interview
Reporting
Story
News, News feature
Commentary, note, columns, opinion
#1
WHICH TOOLS TO USE
ComposingCapturing
Communicating
Sharing
+
#1
USEFUL MULTIMEDIA TOOLS FOR...
• Recording Skype Video Call
• Infographics and visuals
• Archive to Corporate Wiki
• Discuss and Crowdsource
• People Search
• Think SEO
News & Commentary
#1
USEFUL MULTIMEDIA TOOLS FOR...
• Fine tuned blog
• Internet Connection
• Audio and Video editing tools or FTP access
• Reporters Bag loaded
Reporting
#1
FAVORITE PIECEFast Company’s Infographics
#1
#2 ORGANIZATIONAL -- HOW TO MANAGE IT
convergent structures and management
CONVERGENT ENVIRONMENT
• LEVEL 1: Multiple Media Newsroom - Staff is separated by channel of communication
• LEVEL 2: Cross Media Newsroom - Staff is separated by Topics and submits to editorial staff of each channels
• LEVEL 3: Integrated Newsroom - Staff is separated by Topics serves all channels by themselves
#2
LEVEL 1: STAFF IS SEPARATED BY CHANNEL
• Österreich in Austria
• 167,000 copies daily
• Paper and Digital departments sit in the open space
• Website launch in mid 2006
• Digital journalists don’t work for paper publications and vice versa
Multiple Media Newsroom
#2
LEVEL 2: STAFF IS SEPARATED BY TOPIC
• RIA News in Russia
• Editors are responsible for topics: Economics, Politics, Business, International etc.
• Editors occupy the Superdesk in the middle of the newsroom
• Common screen shows the hot topics which must be taken into work
• Staff reports to relevant editors
Cross Media Newsroom
#2
LEVEL 3: STAFF IS SEPARATED BY TOPIC, BUT NO CHANNEL
EDITORS• Daily Telegraph UK
• Every journalist is responsible for the story in ALL channels
• Supporting spokes work for everyone
• News Hub is the centre of the news universe and is a place for meetings
• Meeting list is formed freely
Integrated Newsroom
#2
CONVERGENT ENVIRONMENTS
• Content is the only King
• Staff mixed by Platform
• Staff organized by Topic
• Tasks followed with Platform mark as a Format notion
• Deadlines are set not only for the Topic, but for the Format
• Story teller with new tools
#2
moving tables is not enough
SMALL MEDIA CHOOSE:FREELANCE CHALLENGE
• Market competence is high
• The supply is overwhelming
• Eastern countries participate
• oDesk revolution
• Black and reporting job outsource
#2
ODESK•Easy to register•Money cashback•All professions, global geography•Flexible price scale
#2
TRUST LOOSE
#2
BIG MEDIA CHOOSE:CITIZEN JOURNALISM
• Customer engagement
• Creating a trusted network of alerts
• Crowdsourcing in BTL form
• Hyper-local trend catch
• Segmentation in content
#2
OMYNEWS•Was archived in order to debate on Citizen Journalism itself•Is searching for CJ organizations around the world offering membership•Does that mean the idea collapse?
#2
#3 BUSINESS MODELwhat’s going on in the media consumption habits and where the
new demand and approaches are
BEHAVIOR CHANGE#3
“Dear Diary...” Expression Blogs/Podcasts
Sportsman, Rich, Pretty, Funny Self esteem Online communities ad
games, “Friends
Party with friends, where same clothes, write notes Socialize Email, SMS, Phone
Don’t talk to strangers, call me when home Security Cell phone
TV/Music/games Basics HDTV/iPod/video games/Internet
Calls/Letters Communication Email, Twitter, Social networks
Cable TV, CD’s Control Digital Record, Downloading
Player, Street phone On the run iPod, cell phone, smartphone
Gfk Research Summit 2010: Understanding the Ant Hill: How Messages Morph into Social Environments
1989
2010
WHERE THE CONSUMER IS HEADING TO
• Mobile
• Networked
• Interactive
#3
• Copyright
• Payments
• Body
YES
NO
CONTENT LIKE WATER
• Easy access
• Almost free
• Replicable and copy/pastable
• Additional to everything else
• Service-like value scale
#3
BIG CHANGE IN CONTENTwhen media is free, free of copyright and is bodiless
Linear
Text Internet
Copyright
Advertisement
Professional Creators
Cash
Monologue
Interactive
Audio and Video
СС
Advertisement and Content
Users and Prosumers
Attention
Dialogue
2004-2010
#3
KIND OF BAD NEWS
• Point of view is defined by the point of sitting
• News are wanted be an entertainment
• News have to attract attention
• News follows to be the marketing of the media source
#3
SOCIAL MEDIA SOCIAL IMPACT
The world is getting less and less intimate!
Everybody becomes media
WHEN EVERYONE IS MEDIA, ATTENTION - IS A NEW
CURRENCY
#3
1.Consumer wants to decide when and how
to get the content
2.Creation of Content
in digital format suitable for distribution in every
network
3.Managing the Content
keeping, meta-tagging, catalog, search
4.Distribution TV (satellite, cable,
Internet), website, own prints, podcasting
5.Sales new payment schemes and services, key role of
partnerships
6.Marketing multi channel: from
branded events to PR 2.0. Quality CRM - Efficiency
OPEN MEDIA COMPANY
#3
ONE SMALL DETAIL ABOUT EACH OF SUCCEEDERS
#3
#4 SOCIAL IMPACTIs there any?
SOCIAL CHANGE
1.Social media is closer to people and allows personal approach
2.Donations and Social Help
3.True interactivity and people communicating
4.Developing countries embrace the change of media in Internet
5.Breaking news means Internet
