MASTER CLASS EBU GENEVA 1 OCT 2013 Swedish Radio
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Transcript of MASTER CLASS EBU GENEVA 1 OCT 2013 Swedish Radio
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How are you?
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This is me: twitter.com/nyhetschefjonas
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This is also me:
- Visionary, help med to be conrete- Passionate about social media- A very social guy
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It is all about sharing – so let´s share- hopes and fears for the Master Class
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AgreementsPopcorn style – free to ask
Phones and computers are OK
Responsible for your learning session
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Social media handbook
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Where are you? In social mediaWrite down för yourself
Share with your neighbour
Examples from the group
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What is the relevance for you?
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Relevance of social media at Swedish Radio
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Some of the biggest stories in recent times have been broken by citizen journalist simply because they were there
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Overall strategy
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Aim Swedish Radio: democracy and trust – relations is the focus
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INSTAGRAM: famous author makes sudoko before he is interviewed in P1
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Journalism 3.0 – how?Lack of good measurement
Unclear goals
To much work by few people
Direction and CEO:s lack knowledge
We are not social enough
We are unsecure about the laws and the rules
We are unsecure about WHY???
Lack of good handbooks
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The need: it´s all about this…
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WHY – are social media so strongHuman want to co-operate, first thing before you wallk (Erik Erikson)
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The aim - handbookMore people with knowledge and engagement
Knowledge and engagement among the management team
Everyone should be social
We should know about the legal aspects
We need goals, we need to measure
We must know why we are active in social media
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How we went on
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MAIN MAIN POINTS
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Main points Strategy
Dialogue
Research
Viral spreadSID 23
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Strategy: how do we do it and who and where? Facebook, twitter, instagram…
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Dialogue: how do we keep on talking with our audience
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Research: how do we manage to succeed with serious crowdsourcing
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Viral spread: how do we manage to make people share our content
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To succeed 1) goals 2) feedback
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Reflexion – questions?
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Effects-measureDownloaded in 49 countries
Handbook at journalist schools
Handbook handed out to every employee
CEO:s and superusers educated 2012 and 2013
The tone in commentaries at web sites improved, our material is shared more, and the followers and likes in Sveriges radios Facebook groups, Instagram- och Twitter-accounts are increasing
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REACH: 35000 ex in 49 countries (5000 print and 30000+ downloads – spreadiest ever
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Foreign minister REACH and the Swedish Royal Court… we don´t have time
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Get started in 15 minMeet with each other
Which are your editorial needs?
Where should you talk with your audience?
When should you talk with your audience?
Who is the social media editor?
Which are your goals?
How is the feedback made?
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bitly.com/sr_handbook
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Further questions?Christian Gillinger @gillinger
Helena Sahlén @sahlena
Johan Ljungström @johanljungstrom
Jonas Edlund @nyhetschefjonas
Marie-Louise Kristola @MLKristola
Nicklas Malmberg @7direkt
Tove Svenonius @tovesvenonius
Yasmine El Rafie @YasmineSR
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