How newsorganizations are

reinventingthemselves through

social media

NEWS :NO LONGER BLACK ‘N WHITE but still

read all over

of adults now gettheir news onlinemaking web thethird most popularnews platform

pew research center - understanding the participatory news consumer 2010

61 %

pew research center - understanding the participatory news consumer 2010

“While internet users who get news online tend toexplore a wide variety of news topics, they arefairly modest in the number of internet sites theyuse to gather that information”

of adults do nothave a favoriteonline news source

pew research center - understanding the participatory news consumer 2010

65 %

VS

The internet has leveled theplaying field

News organizations no longer own the news

Journalists have transformed fromgatekeepers of information to curators ofcontent within a public space

WWMD(What WouldMadonna Do)

Newspapers are using social media to reinventthemselves for the web 2.0 reader

Here’s how. . . .

* Creating community

* Utilizing unique partnerships

* Incorporating multiple media platforms

* Rethinking how people digest news

* Crowd-Sourcing content

Community Creation:If You build it they will come

News sites areembracing theimportance ofcommunity byintegrating socialfeatures on-site fora more engagingexperience and toallow readers toshare, discuss, andconnect

Huffington Post’s FacebookConnect Overhaul

* Huffpost’s Social News serves as a ‘digitalwater cooler’

* it provides a place for real online identitiesto discuss news they care about with peoplethey know online all within the boundaries ofHuffington Post

* Since its implementation, Facebook referralshave accounted for over 3.5 million visits

The New YorkTimes

everywhere and@Anywhere

* The New York Times is one of the few newssites currently onboard as a launch partnerfor Twitter’s new @anywhere platform

* enabling deeper on-site twitter integration

* Making it easier to follow site authors andcontributors

* incorporating a Better RT functionality

Unique Partnerships:It’s all about the synergistic

relationship

Partnerships can expandreach, audience and webappeal adding some muchneeded je ne sais quoi

Cnn’s Vice

* Cnn has Partnered withVice and Sub Pop recordsto create Two newexclusive video series

* VBS.TV and Indie Asia: OnTour with Handsome Furs,both Bring a new shockvalue and edge to Cnn

Metro News Pairs with Foursquare

* the Metro has gone hyperlocal by providing contentto Foursquare

* This location basededitorial partnershipcombines relevant sitecontent with a targetedmobile social network

Multiple MediaFormats:

News sites nolonger makenews, they

create content

News has extended beyond the typed word andnow encompasses multiple media formats likevideo, podcasts, live streaming, and mobile

PBS Social TV

* After 35 years on air, PBS has reformatted itsNewsHour TV broadcasts into video content tostream on its YouTube channel

* exclusive web content is also created by anonline correspondent

Npr mobile app

* Connects users to over 1,000 radio stations,live streams, and news programs

* searches both new and archived content

* Enables listeners to create story play lists

Crowd Sourcing:media of the masses

A number of last year’stop news stories werecovered thanks to citizenjournalism

Twitter was vital in thecoverage of the Iranelections after thegovernment mediacrackdown

The US airliner whichlanded in the hudsonriver was firstannounced on twitter

Crowd sourcing has turnedtraditional journalism on itshead, but a crowd does notjust appear it must becultivated

as well as becoming engaged in existingcommunities, News organizations have createdtheir own citizen journalism networks

CNN IREPORT

* public journalism initiative to enable peoplefrom across the world to contribute storiesbreaking within their own neighborhoods

* the immediate and intimate coverage hasinspired other networks to create their owninteractive intiatives

ContentFormula:

Rethinkinghow peopledigest news

Thanks to the social media revolution, newsreaders now have very differentexpectations of how they want to receivetheir content

The new factors online media outlets mustnow consider when publishing content are. . . .

* Real time updates

* Social Trends

* Share-ability

Real time updates

* Thanks to outlets like Twitter, web users aregetting information faster than ever

* The pressure is on news agencies to beat citizenjournalists to the punch by breaking news on the“social wire”

To Tweet or not to Tweet

* The BBC’s Global News Director has mandatedsocial media usage for all BBC journalists

* Reuters maintains journalists must never“scoop the wire” by breaking news on twitter

Bbc vs reuters

Social Trends

Now that newsagencies haverealized the value ofsocial networks, theyare exploring newmethods to presentand connect content

News Roulette

both The Guardian and TheNew York Times havereinterpreted chatrouletteas a news disseminationtool in an attempt toencourage the serendipitousdiscovery of news

Google Buzz

ReadWriteWeb.com istrying somethingdifferent by using theirgoogle Buzz accountto enable readers toengage their news teamthrough real-timeconversations

Share-ability

* One of the biggest benefits of social media ishow quickly information can be shared

* News organizations have embraced socialpublishing tools in order to pump theircontent to Facebook, Twitter, Digg, Reddit etc

37%

25%

17% have posted a link on a socialnetworking site

have commented on a news story

of internet users have contributed to thecreation of news, commentary about it, ordissemination of news via social media

pew research center - understanding the participatory news consumer 2010

In order to make this process easier, socialsharing buttons are now a standard featureof any online news site

What’s Next:Predictions for

2010

A new set of competitors

* more and more People are looking towardssites like Facebook, twitter, and Digg as a sourceto find their news

* cnn President John Klien stated,

“I’m more worried about the 500 million or sopeople on Facebook versus the 2 million on Fox”

Game changingtechnology

The iPad will be a key player in reviving thenews industry by enabling a more interactiveformat for news consumption in addition toproviding a new way to monetize content

Living Stories

* an experiment by google, provided each newsstory with an evolving summary of currentdevelopments as a well as an interactive timelineof critical events

* allowed sites to provide complete on-goingcoverage of a story in one easily trackablespace

Hyperlocalized News

* Going local is a hot trend for 2010, and it is nodifferent for news sites

* Many news outlets are recognizing the appealof highly targeted local news content,focusing on stories that are relevant forsmall yet participatory communities

Reading List. . .http://pewinternet.org/Reports/2010/Online-News.aspx

http://mashable.com/2010/03/29/twitter-trends-follow/

http://kara.allthingsd.com/20090816/huffington-post-and-facebook-go-social-with-connect-on-steroids/

http://gawker.com/5455882/what-the-vicecnn-partnership-means-for-media-hipsters-and-news

http://mashable.com/2010/01/25/foursquare-metro-news/

http://googleblog.blogspot.com/2009/12/pbs-newshour-comes-to-youtube.html

http://www.guardian.co.uk/media/pda/2010/mar/30/digital-media-crowdsourcing-crowd-sourced-journalism

http://mashable.com/2009/10/16/social-media-changing-lives/

http://www.psfk.com/2010/03/chatroulette-for-news-the-random-new-york-times-app.html

http://techpresident.com/blog-entry/pew-internet-and-news-conversation-about-content-king

http://www.crunchgear.com/2009/11/29/real-time-real-discussion-real-reporting-choose-two/

http://www.niemanlab.org/2010/01/so-its-called-the-ipad-five-thoughts-on-how-it-will-and-wont-change-the-game-for-news-organizations/

http://mashable.com/2009/12/24/news-media-content-trends/

http://livingstories.googlelabs.com/

http://techcrunch.com/2010/03/15/twitters-new-at-anywhere-platform-allowsfor-deeper-integration-into-third-party-sites/

This random insight was brought toyou by

Beth Tucker

@FBLTucker

and

Jess Frank

@jlynnefrank

www.antleragency.com @AntlerAgency