presentation vub - twitter and newsmedia - march 30, 2010
TRANSCRIPT
Twitter and the media ...VUBMarch 2010
1woensdag 31 maart 2010
twitter.com/jcaudron
2woensdag 31 maart 2010
About Dear MediaDigital Strategy & Innovation
3woensdag 31 maart 2010
About Dear Media
4woensdag 31 maart 2010
About me...• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital NativeNot a Digital Immigrant, but a Digital Architect
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the boring stuff)
• www.twitter.com/jcaudron (to get in my stream)
• http://www.facebook.com/jocaudron (we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/dearmedia and get the daily social media news in your stream
picture: (c) Pieter Baert
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Introduction
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What’s the real purpose of media?
• To put it bluntly: media only exist as a means of transportation
• To bring messages across
• from advertisers to consumers
• from lobbyists to masses
• from governments to citizens
• from ... to ...
• It is ...
• ... not the advertising filling the space between content
• ... the content (news, entertainment, fun, ...) that is filling the space between intelligently engineered and smartly crafted messages
• In order to keep this model alive, media HAVE to function top-down, in a highly controlled world full of gatekeepers
• What if this models breaks down?
7woensdag 31 maart 2010
To get this started...
• Who is using?
• Facebook, Netlog, ...
• LinkedIn, Plaxo
• Google Wave
• LBS
• Augmented Reality
• Who is using?
• a Blackberry
• an iPhone (2G, 3G, 3Gs)
• a Google Phone
• an Android
• a Nokia, Samsung, Sony Ericsson, ...
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The World We Live In Today ...
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A Connected World
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A Mobile World
5.000.000.000
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A Social World
400.000.000
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A Rich Media World
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Media 1.0
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SOCIAL OBJECTThe Flower is the (potential) social
object
The mainstream media are the smell of the flower
The bee is “spreading the word” and has the real power
Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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Social FeaturesRating
Tagging
Sharing (STAF, STAN)
Commenting
Grouping
Social Bookmarking
...
Social Objects: content, media, services, ...
Text, Pictures, Video, Blogs,Twitter Tweets, Live feeds, Geo-data,
applications, ...
AggretationYoutube, FlickR, ...
SyndicationTwitter, Facebook, ...
BO
TT
OM
-UP
(U
ser-
gene
rate
d)
TO
P-D
OW
N (
cent
ral o
wne
rshi
p)
the dynamics of social objects for
professional media
Flower
Beehive
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A broad social media universe
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Blogs
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Microblogging sites• 140 characters• Short-form status updates • Asynchronous model (you
follow me, I don’t follow you)• Connecting people instantly,
the live web• Increasingly shifting from
nonsense to value• More a niche product
compared to e.g. Facebook (and will probably stay that way)
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20woensdag 31 maart 2010
What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
21woensdag 31 maart 2010
Halle Train Crash February ’10
What was the first media-brand that reported on the crash?
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And...
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25woensdag 31 maart 2010
Twitter as a source of news(the accidental journalist)
Twitter as a top-down and bottom-up news distribution channel)
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So, Traditional Media are dead?
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Are newspapers dead?
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Traditional media under great pressure
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“Get Into The Stream”(freely after Madonna)
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Destination
versus
Stream
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Destination versus a Stream
versus
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Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of: programming, advertising, presentation, comments, ...
•They used to be closed and afraid to share ...
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Stream
•The new paradigm: status updates create the “live web”
• It comes to you, depending on who/what you want to follow
•Driven by Twitter, Facebook, Google Reader, ...
•Filtered by yourself, allowing your peers to be your gatekeeper
•Open, open, open, ...
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The power of “The Stream”
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The power of “The Stream”
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Top-down, using Twitter as just another broadcast mechanism
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Bottom-up, creating a new power-balance. The network as the new gatekeeper.
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Top-down
Bottom-up
People don’t create news, they share the news of the publishers
The network is the gatekeeper
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The new rules for media: being a destination and being in The Stream
semi-instant,breaking news (important or
not)
news, 24h
Site, paper, TV
news + insights, 1w
E-zine
insights, reports, 1w/
1m
Magazine
archive, long-tail
Site
• Build GOOD destination sites (because that is where people eventually will still “land”)
• Get into the stream of your audience: create a social media delivery strategy (a central plan and decentralized execution: everyone needs to go social), but remember: it’s about connecting people to people!
often (12h)what’s
happening around you?
Social Site (Facebook)
instant,breaking news
(important)
SMS
• Allow others to share and (re)distribute your headlines (and link them to your own site)
• Be open, open, open, ... and have a solution for each step in the stream
regularlybreaking
news
Radio
41woensdag 31 maart 2010
twitter.com/jcaudronfollow me for breaking media innovation news ;-)
42woensdag 31 maart 2010