Aalto Tampere 20.10.2009

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Finnish Broadcasting Company's social media strategy as presented at Journalism reseach center lecture for a group in Tampere today.

Transcript of Aalto Tampere 20.10.2009

  • 1.When anyone can be a media mogul, someone will and what that means to mainstream media
    Tuija Aalto, Head of New Media Development,
    Finnish Broadcasting Company
    20.10.2009

2. Contents
About YLE
Actors of the future media landscape
Niche publishers and their significance to mainstream media
Social media
YLEs social media strategy
Social web as a collaborative environment for journalists
20.10.2009
3. YLE The Finnish Broadcasting Company
Since 1926
Funding: Television fee (224) paid by 2 million households
No advertising
99.9% state-owned
Operates under the Act on Yleisradio Oy
20.10.2009
4. YLE Channels and services
Four national television channels
Share of daily television viewing 44.5% (2008)
Six radio channels (25 regional radio programmes)
Share of radio listening 52% (2008)
Online service Yle.fi: News, sports, program guide, science, culture, music
Web TV & radio YLE Areena
Reach: 1 Million weekly visitors
TV, radio and online reach 99%
20.10.2009
5. YLE New Media, Future Lab
Future media environment
Media use habits
Innovation strategy for YLE
Networking
Online visibility (blogs, podcasts)
Co-operation with active users
20.10.2009
6. 38%
read
blogs
5% write a blog
20.10.2009
7. New actors in the media field
Prosumers
Producer + Consumer = Prosumer
Pro Ams
Professional Amateurs
Bloggers, podcasters, citizen journalists
20.10.2009
8. Blogs
Self-expression
Knitting, fashion, food
Fun with friends
Community
Small audiences
Minimal cost of operation
Experimenting with new business models
Examples: Fashion blogs
MouMouMouruaa
Colour me!
20.10.2009
9. Podcasts
Self-expression
Fun with friends
Community
Small audiences
Minimal cost of operation
Experimenting with new business models
In pictures
Live at Finnish podcasters meeting
Hessun Kahvila podcast
20.10.2009
In touch with the audience. Foto: Erkka Piirainen CC-licence
10. Vodcasts
Self-expression
Fun with friends
Community
Small audiences
Minimal cost of operation
Experimenting with new business models
Examples
Digitytt womens magazine = vlogazine
Bisnesmiehet -vodcast
20.10.2009
11. Case: Sukellus.fi tsunami-list
Diving website Sukellus.fi received the State Award for Public Information
Fast and reliable information dissemination during the tsunami catastrophe (2004 Indian Ocean earthquake)
Published names of tsunami survivors online
Foreign ministry and the press did not serve citizens with the information they needed
20.10.2009
Wikimedia Commons
masa.net/pics
12. Case: Eyewitness video
20.10.2009

  • Finnish examples of citizens producing and publishing widely interesting material

13. Indepencence day parade 2006, veteran commits suicide 14. Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary forceYouTube
YouTube
15. 20.10.2009
Case: Mobile streaming

  • With a smartphone, anyone can setup a tv station

16. Erkka Piirainen, a student of University of Jyvskyl, broadcast a local news event just to show he could 17. A historical decision was being made in Jyvskyl in February 2008: three municipalitieswere fusing into one 18. Mainstream media or the municipalities did not offer live video from the meetingsErkka Piirainen
19. New actors significance to mainstream media
Steals attention away from mainstream media?
More interesting content produced by peers?
There are not only threats, there are possibilities
20.10.2009
20. YLE New Media Strategy
Where we stand?
20.10.2009
21. Where we stand
Together with their partners the
public service companies are
powerful generators and packagers
of content.
20.10.2009
22. Where we are aiming to be?
20.10.2009
23. Where we are aiming to be
The networked content of public services
will be found packaged under various
brands throughout the Internet on the
websites of various businesses and private
individuals.
Public service content will be adapted to all
Internet-based user interfaces.
20.10.2009
24. The future?
20.10.2009
25. The future
The public service companies will freely
release all content on the Internet for use in
any manner and for further public domain
distribution.
20.10.2009
26. The future
Special groups will develop their own
applications using open source public
service products to meet their own
specific needs.
20.10.2009
27. The future
Extensively indexed, public access
archives will encourage a more profound
historical awareness in society.
20.10.2009
28. The future
The public service companies will invigorate the
networked community and motivate innovation.
And innovators will invigorate the public service
companies.
20.10.2009
29. Journalistic work needs to go online
Journalists will be spending more time online both researching stories and publishing them
New tools, new formats and journalistic innovations are the challenge
20.10.2009
30. Serve smaller audience streams at a time
We need to start serving smaller niche audiences, using online as publishing medium better
We need to enable and support those members of the audience who produce content online
To help and teach storytelling
To offer fresh news footage and archive material for reuse
To provide a publishing platform for the publics own stories within the YLE website, as a choice for foreign platforms
20.10.2009
31. Social media
We understand social media as a process where people citizens and consumers - engage in interactions and discussions online, informing and entertaining each other, using open public platforms available for all
20.10.2009
32. YLEs social media strategy
YLE the Finnish Broadcasting company is present in social media in three ways: its
1) content
2) services
3) employees
20.10.2009
33. Main principles of YLEs social media strategy
Being active in social media means we accept more openness, more dialogue and less control of out brand and content
It is about interaction with people, not just publishing
20.10.2009
34. 1. Content
Easy to link to
Easy to gather around to discuss
Take it away (rss feeds, widgets)
Rights to give the content to the public to use to remix and republish - at their convenience
Offer our audiences a platform to publish
20.10.2009
35. 2. Openness of services
We should offer open APIs (application programming interfaces) so that outside developers may utilize our content when developing new services and applications
20.10.2009
36. 3. Our presence online
The YLE staff will join online networks as part of their job
Programme makers have the skills and the guts to use all kinds of online tools in developing journalistic expression
Programme makers open their work processes and engage in discussion about their programmes.
Those audiences who are interested in co-operating with our journalists are invited to do so
20.10.2009
37. What journalists can do online
Information gathering
Filtering and distribution of gathered information
Discussion, engagement in communities, hosting and moderating
Online content production and publishing
20.10.2009
38. Fields of the online environment for journalists
20.10.2009
Great openness of journalistic process
Low profile
online
A high profile
online personality
Very low openness of journalistic process