Adapting To Change David Brewer Nov16
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Transcript of Adapting To Change David Brewer Nov16
© Media Ideas International Ltd 2009
Media EvolutionAdapting to the challenge
© Media Ideas International Ltd 2009
David Brewer's guest lecture for Ukrainian journalists in KyivNov 16-17, 2009
Organized by Internews Ukraine and the European Journalist Center
within Medianext, a New media Initiative for Ukraine
© Media Ideas International Ltd 2009
Media Evolution
Changing audience behaviour
The broadcast/publish at model
Traditional model
The engage with model
The participate in model
The participate in model
Nine hours looking at a screen
Only 1.5 of those hours are TV
Remainder computer, games and mobile devices.
Changing audience behaviour
Snacking on rumourFeeding on fact
© Media Ideas International Ltd 2009
Following the audience
Engaging and embrace
Gate crashing the party
© Media Ideas International Ltd 2009
Creating a content factory
Platform neutral
What can media offer?
Sources
Planning Editor
Interactive Editor
Intake Editor
Resources Manager
Newsroom Secretary
TV Editor
Intake & Output
All key editorial
decisions are taken
here
Radio Editor
Print Editor
Sources
PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
SecretaryTV
Editor
Intake & Output
Work FlowOut to production
teams
All editorial decisions
made here
Production
TV
Radio
InteractiveRadioEditor
PrintEditor
Work FlowBack to Super desk
Output
© Media Ideas International Ltd 2009
Roles and responsibilities
Who does what and why
• The eyes and ears of the news organisation
• Alerts all to external sources
• Monitors competition
Intake editor
• Quality control of all output
• Defender of the brand's reputation
• Accuracy, impartiality, balance, fairness and truth
Output editor
• Owns the forward planning schedule
• Ensures stories are followed up responsibly
Forward planning editor
• Ensures there is no duplication of effort
• Manages all resources for maximum impact.
Resources manager
PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
Secretary
TVEditor
Intake & Output
All editorial decisions
made here
RadioEditor
PrintEditor
The challenge
• Reaching new audiences• With a compelling content offering• Dealing with their concerns• Respecting the values they hold dear• Created from existing resources• Delivered to every platform/device• In a way that generates revenue.
© Media Ideas International Ltd 2009
Creating an online offering
From existing resources
Website measurements
Bounce
Website measurements
Churn
Website measurements
Retention
Website measurements
Dwell
© Media Ideas International Ltd 2009
Minimalist high-impact offering
Less is more
Media Business
EditorialProposition
TargetAudience
Sales&
Marketing
Values
© Media Ideas International Ltd 2009
A minimalist website
Important
• Not all stories need to go online
• Offer a minimalist but rich offering of only the top stories and features
• Don’t try to do everything
• Start small and grow
• It’s all about sustainability.
Workflow
• Morning meeting decides top stories for web based on
–Target audience–Ability to add value–Opportunity for interactivity–Possibility of video
Work out a daily quota
• One top story
• Three secondary stories
• One feature
• One poll or vote
• Think value to the audience, shelf-life and whether the story makes excellent reference material.
Weekend cover
• Small staff, perhaps just one
• Only the top story
• No video
• No clips
• No features
• A look back at the week’s top stories and a look ahead to events coming up.
Work out a daily quota
• Work ‘as live’ for two weeks but do not display to the public
• When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public
After two weeks
Work out a daily quota
• Remember, if you launch this way the stories you choose to do must
– Have a long shelf-life
– Be stories you would want to archive
– Likely to be revisited and referenced in future
Story 1
Story 2 Story 3 Story 4
Question of the day
Call to actionInteractivityVote or Poll
Video of day
Keep it simple
End of 2009 = 25m active users
End of 2010 = 100m active users
End of 2013 = 1bn active users
Wired Magazine November 2009
Influence
find more followers
make a few more friends
engage others in conversation
get others to engage you in conversation
write more frequently
convey more "signal" in your updates
Signal
References to other people - use of "@" followed by text
Links to URLs you can visit
Hashtags - "#" followed by text
Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“
Generosity
“Astonishingly high" based on retweeting other people 54 times in the last seven days.
Velocity
“Low" based on your publishing 81 updates in the last seven days.
Clout
“Very low" based on your being cited 90 times in the last seven days.
© Media Ideas International Ltd 2009
Changing audience behaviour
Adapting to the challenge
Sources
PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
SecretaryTV
Editor
Intake & Output
Work FlowOut to production
teams
All editorial decisions
made here
Production
TV
Radio
InteractiveRadioEditor
PrintEditor
Work FlowBack to Super desk
Output
Story 1
Story 2 Story 3 Story 4
Question of the day
Call to actionInteractivityVote or Poll
Video of day
Keep it simple
The participate in model
Final thoughts
• Is there a middle ground yet to be populated• Making sense of the noise• Structured and focused• Issue-led, people-focussed journalism• That informs the public debate• So that people make educated choices
Contact details
Media Helping Media & Media Ideas International Ltd
• David Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened.
• His business site is Media Ideas International www.mediaideas.co.uk• He tweets @helpingmedia and @mediaidas.
MediaNext• MediaNext has a blog on LiveJournal - medianext_ua• And is on Twitter - @medianext_ua