Innovations with Citizen media
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Transcript of Innovations with Citizen media
Media 2.0Matthew Buckland | GM: New Media
innovationswith user generated content
Matthew Bucklandwww.matthewbuckland.com
Media 2.0Matthew Buckland | GM: New Media
Who am I?24.com, Cape Town, South Africa
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Rank Name1 Google2 Microsoft3 Facebook4 Yahoo5 24.com6 Wikimedia
7 eBay
8 Barclays Bank
9 Standard Bank
10 FNBCOMSCORE
Media 2.0Matthew Buckland | GM: New MediaBusiness model
The business
3.7m Users
Media 2.0Matthew Buckland | GM: New Media
Thought Leader modelHarnessing UGC, to deliver quality, useful and relevant content
Media 2.0Matthew Buckland | GM: New Media
Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Blog hybrid
Editorial blog
Closed UGC
Intelligent UGC
Open source
Webby Honoree
Media 2.0Matthew Buckland | GM: New Media
Columnists 2.0: Hundreds of contributors/ ”columnists” free to contribute at own pace and schedule. Write directly into CMS.
Media 2.0Matthew Buckland | GM: New Media
All submissions edited, even comments.
Basic guidelines: must be about issues and not daily diaries about personal lives.
Media 2.0Matthew Buckland | GM: New Media
Don’t pay contributors. Write for passion, peer recognition, influence, profile and to make business.
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
4 key principles. How media can integrate
user intelligence, intelligently.
Media 2.0Matthew Buckland | GM: New Media
Media confused about blogs and UGC in early days, not sure of its role
Should relish being control freaks about content
Should not be hands-off blog hosters for just any content
Wikipedia actually not that different (also gate keeps)
1. Don’t abandon gatekeeping
Media 2.0Matthew Buckland | GM: New Media
Elevate expert readers & selected community members from comments areas
Open & extend columnists/by invitation
UGC from “closed network” of users
Influential contributors attract networks to your site
Not about the money: prestige, peer recognition plays a role
2. “Not all readers equal”
Media 2.0Matthew Buckland | GM: New Media
The differentiator in an increasingly chaotic digital world where just about anyone can be a writer, journalist or photographer.
But at same time, media cannot ignore the power of citizen media and user-generated content.
New brands allow you to be more experimental
3. Media is about quality
Media 2.0Matthew Buckland | GM: New Media
Media can do more to make readers part of publishing process
Collaborate: Look at blogger-media partnerships
Tackle micro niche content areas & find new readers
Be flexible about copyright
Share ad revenue with contributors
Share traffic with contributors
4. Partnerships
Media 2.0Matthew Buckland | GM: New Media
the quid pro quo
Media 2.0Matthew Buckland | GM: New Media
Some examplesWhat’s working, and what’s not
Media 2.0Matthew Buckland | GM: New Media
Steve Jobs heart attack post highlights citizen journalism perils – Macworld.com
Should Citizen Journalism Be Placed Under Citizen's Arrest? – technewsworld.com“ Wall Street Gets Sucker
Punched By Main Street Via CNN iReporter- iphonesaviour.com
Steve Jobs Had No Heart Attack...And Citizen Journalism Just Failed - ReadWriteWeb
”
Media 2.0Matthew Buckland | GM: New Media
rubbish.Not citizen journalism that failed, but media’s implementation of it.
Instead of limited gate-keeping structure, they opened themselves up to risk.
On a story this size there should be fact-checking mechanisms in place.
Media 2.0Matthew Buckland | GM: New Media
Khaya Dlanga: 6-million+ views
Media 2.0Matthew Buckland | GM: New MediaBlogger-media partnership, covering political
event
Media 2.0Matthew Buckland | GM: New Media
New revenue modelsMonetising user generated content
Media 2.0Matthew Buckland | GM: New MediaTraditional online advertising
Media 2.0Matthew Buckland | GM: New MediaShared-revenue blog sponsorship
Media 2.0Matthew Buckland | GM: New Media
“bloggertorial”Blogs for company CEOs; Company
Gets traffic of Thought Leader platform Clearly defined advertising area
Another way to get advertising message across
Media 2.0Matthew Buckland | GM: New Media
some stats6,296,633 reader words2,591,619 contributor words
On an editorial budget of €0
...turning traditional media model on its head?
Media 2.0Matthew Buckland | GM: New Media
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