Bill Mitchell session #2 imim 2013: The What of Project Innovation
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International Media Innovation Management Session #2, Project Innovation: The What Trends, tools of recent media innovation Bill Mitchell, [email protected] 30 September, 2014 Vienna
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Transcript of Bill Mitchell session #2 imim 2013: The What of Project Innovation
International Media Innovation Management
Session #2, Project Innovation: The WhatTrends, tools of recent media innovation
Bill Mitchell, [email protected] September, 2014
Vienna
What’s the audience? What’s the problem?:
A case study
Imagine that the founder of Amazon.com is thinking about acquiring a media company.
He needs to make a presentation to his board explaining what innovations from
Amazon.com he’ll apply (one way or another) to the media venture. The
presentation is later today. He’s given your team 20 minutes to come up with your best
ideas.
1970’s & 80s’s: The pre-Web decadesMinitel in France
Knight-Ridder’s Viewtron
July 1992
Innovation lesson:
Assume nothing about technology
Early experiments in digital publishing (1993, pre-web)
Audiotext, circa 1993-94
Mercury Center offered sports scores stock quotes, etc. by phone:
499-4949
Audiotext Opportunity
• Interest among Chinese-Americans in checking stock prices by phone throughout the day
Audiotext Problem
• The phone number we chose – 499-4949 – is a popular number because of the California Gold Rush of 1849
• But that number also signifies “everlasting death” in Chinese Numerology (not the ideal number for investors to rely on in checking their holdings!)
Innovation lesson:
Understand the needs and cultural differences of all your stakeholders
The fundamental problem
Ongoing challenge: Old media is collapsing more quickly than new media can be created. (Clay Shirky)
What’s remained the same
• People need news• People need info about products & services• People care about one another• People care about their community
What’s changed:
• People are sources & distributors of news• People are sources & distributors of
product info• People use media to express their interest
in one another • People use media to improve their
community
Some key trends: user-generated content
Audience: Pregnant Poles & familiesProblem: No reliable info on careSolution: Enlist pregnant women to
evaluate hospital quality
Crowdsourcing with “plane-spotters” around Europe: Who’s using the president’s plane?
Key trends: Social passes search as traffic driver for news
Key trends, continued: Verification of news
Key trends, cont.: The “appification”of news
Key trends, cont.: Audience-based delivery (vs. publication-based)
Key trends, cont.: Data-driven news
Gamification
Journalist as personal franchise
Some tool tips: Facebook
Finding & refining audiences using Facebook Graph Search
More with Facebook Graph Search: Austrians living in Boston
An inside source for you at Facebook
How journalists can use Twitter
• Seek info as you begin your reporting (note New York Times example)
• Stay connected with sources (create a Twitter list like imimtwitter13 list – public or private)
• Find & capture reaction (great for events where lots of people showed up but scattered)
• Use Topsy to search old (3-4 years) Tweets• Twitter critical to your post-publication strategy
Introduction to Storify
• Tk – perhaps show one as an example…
Behind the scenes with Storify
Basic business models
• The tension between reach & revenue– Advertising revenue– Subscription revenue
• Crowdfunding (Krautreporter, etc.)• Membership plans• Do journalism – but sell something else
Your project, revised
• Create a new post at http://imim2013.wordpress.com/Your Name revised: headlineSharpen your framing of the various categories – audience, audience problem, innovation project, etc. etc.
