Old Stories New Media
Download as ppt, pdf3 likes1,055 views
The document discusses blogging trends in Singapore and strategies for the heritage blog "Yesterday.sg". It finds that nearly half of teens and 20-24 year olds in Singapore blog. Yesterday.sg aims to engage heritage enthusiasts and young people through fresh content, community building, campaigns like "Project Darkstar", and expansion across social media channels. It hopes to increase page views and unique visitors by at least 20% each while gaining 20 new advocates through these efforts.
Old Stories New Media
- 1. OLD STORIES NEW MEDIA
- 2. Painting the LANDSCAPE
- 3. Tracks 112.8 million blogs Total: 185.62 million blogs Tracks 72.82 million Chinese blogs
- 4. Bloggers in Singapore The Straits Times – Digital Life , 17 July 2007 862,000 This means that on average, almost one in five are bloggers
- 5. Half of all teens in Singapore aged 15 to 19 are on the Internet, blogging or podcasting 120,000 blogs by these youngsters Among those aged 20 to 24 , just under half, or 46% blogs 18% of the 39 to 49 age group are bloggers Source: Media Development Authority of Singapore, 9 November 2007 Trends of Blogging in Singapore
- 6. Profile of Digital Natives Curious and adaptable Looking for self-expression Socialise online through social media platforms Are used to receiving information instantaneously
- 7. Profile of Digital Natives Values high levels of interactivity Prefer to do it themselves Distrust corporate marketing Demand open, honest interaction Often under peer pressure
- 9. Measurement Strategy Setup measurement goals first New attributes to measure Measurement Tools Analytics Feedreader Technorati Bloglines Newsgator Google Google Alerts Aggregators like Digg and Techmeme Listening Tools Source: PodTech.net
- 10. Community Tools Forums Wikis PublicSquare (BoA) Ideastorm Social Networking white label Virtual Worlds (Second Life, Active Worlds) Source: PodTech.net
- 11. Publishing Tools Blogs Audio Podcasts Online Videos Twitter Live Streaming Plurk! Source: PodTech.net
- 12. ?
- 13. More than 100 million active users Facebook is the 4th most-trafficked website in the world (comScore) Facebook is the most-trafficked social media site in the world (comScore) The fastest growing demographic is those 25 years old and older No. 1 photo sharing application on the Web (comScore) Photo application draws more than twice as much traffic as the next three sites combined (comScore) Source: Facebook.com
- 14. ?
- 15. Gain ‘street cred’ by having various independent voices championing your cause Powerful platform for Word Of Mouth (WOM) marketing Reach web-savvy and largely young audiences Reasons for Blogging
- 16. Document and capture stories, facts, photos, videos, audio clips and other rich content Crowdsource Instantaneous and immediate Low cost Reasons for Blogging
- 17. A Few Words of Caution …
- 18. Set your expectations right Don’t bet the house Prepare to get your hands dirty A marathon rather than a sprint It ain’t always glamorous Possible Caveats
- 19. The Tale of
- 20. + = Blogs Heritage Strange Bedfellows?
- 21. Genesis of
- 22. Aug 05 – Started a test blog on blogger (HeritageSG) Oct 05 – Nov 05 – Befriended heritage enthusiasts Nov 05 - Secured seed funding from parent Ministry Dec 05 – Jan 06 – Developed direction and policies for yesterday.sg Jan 06 – Engaged freelance editor to assist in writing and editing
- 23. Oct – Nov 06 – Yesterday.sg as official online media for Explore Singapore! May 07 – Yesterday.sg featured in International Museum Day 2007 Aug 07 – SGCOOL Blogging Contest on yesterday.sg Jan - Feb 06 – Design, implementation and test of website Feb 06 – Finalised list of volunteers and friends Mar 06 – Launched yesterday.sg
- 24. Sep 07 – Launched New Kids on the Blog Aug 08 – Hosted our first Social Media Breakfast at ACM Sep 08 – Launched Heritage Starbloggers contest Jan 09 – Relaunch of yesterday.sg as a portal Jan 09 – Start of YEAH! and Project Darkstar
- 25. Presenting… The FOYers* *Friends Of Yesterday
- 26. ?
- 27. Volunteers who are passionate heritage enthusiasts Champions of Singapore’s museums, heritage and nostalgia Discuss developments , progress and improvements to yesterday.sg Provide independent and alternative voices Set the editorial direction of yesterday.sg & contribute posts
- 28. Policy Blogging
- 29. Nothing religious Nothing slanderous Nothing seditious Nothing foul or abusive Nothing political
- 30. Technical Bits
- 31. Powered by Expression Engine (EE) Enable banning of words , members and IP addresses
- 32. Multi-user administration , registration and posting
- 33. Allows editorial workflows (i.e., edit, approve, reject or schedule posts)
- 34. Ability to create photo-galleries
- 35. Sample PO STS
- 36. ?
- 37. ?
- 38. ?
- 39. The Challenges
- 40. Occasional technical difficulties Niche content Growing our membership base Sustaining and growing visitorship Increasing participation rates Contest fatigue Social media saturation
- 41. The Bill
- 42. Technical & Design Cost S$5000 Editing (monthly) S$600 Initial marketing efforts S$80,000
- 43. Key Spreading the Word
- 44. ?
- 45. ?
- 47. Sponsored results on Google Sponsored results on Yahoo
- 48. Search Engine Optimisation
- 49. The Key is Keywords Relevant keywords to drive search traffic Descriptive and accurate Popular keywords on search engines (e.g. Google) Keyword variants (e.g. Singapore Museums and Museums Singapore)
- 50. What Others Are Saying
- 51. “ I was surprised at the surge of visitors I have been getting from yesterday.sg… So when I checked, to my utmost delight”… Huiqi
- 52. http://escapismdefined.com/2006/nostalgia/ It was so good that I couldn’t stop reading despite my stomach screaming for life supply.”
- 53. http://www.farflungcraft.com/blogs/SLS/ “features even more information about Singapore… as it was yesterday. Great site. Worth a read!”
- 54. Media Coverage
- 55. The New Paper The Straits Times TODAY ST Digital Life Lianhe ZaoBao STOMP OMY My Paper Business Times
- 56. CNA Prime Time Morning News Radio 93.8 Breakfast Show Capital 95.8FM 93.8Live Radio Singapore International Cleo Magazine Challenge Magazine
- 57. What it all means …
- 58. 30000 Page Views Per Month 300 Reads Per Post 15000 Unique Visitors Per Month 2223 Registered Members 40 Friends of yesterday.sg Yesterday.sg
- 59. By Museums and the Web 2007 The State of Museum Blogosphere Ranked as the 5 th museum blog in the world!
- 60. Ranked 58,288 out of 112.8 million blogs around the world
- 61. The Road Ahead yesterday.sg 2.0
- 62. After two years, it’s time for an upgrade! In a survey in July 2008 we found… Most readers of the site are in their mid 20s to mid 30s Majority found us through search engines …
- 63. What’s hot! Top reasons for coming to yesterday.sg: - Research - school projects - Learn about Singapore’s heritage and history Interested in local nostalgia Museum happenings What’s not! Users rated site 8/10 for positive user experience but said… - Information not relevant - Information not comprehensive - Navigation is not user-friendly
- 64. Focus on: Content Communities Campaigns Channels Action Plan
- 65. Fresh new look Easier navigation Better sorting & tagging of posts Discussion forum, photos, polls Integration with existing web 2.0 apps (Youtube, Flickr, slideshare, Twitter, Facebook) Widgets, widgets, widgets! Mobile blogging And of course….Heritage TV! From metablog ? social media platform Content This is just a mock-up!
- 66. Engaging Our FOYers More regular gatherings Exhibition previews/ events Expanding and growing community Involving them in our plans Free museum passes! Reaching new communities Ping.sg Tomorrow.sg The Digital Movement Social Media Breakfast Podcamp Entrepreneur 27 University interest groups (eg NUS Geographic Society) Others… Communities
- 67. Campaigns Project DarkStar Competition for youths and young adults to develop web-based games with heritage appeal Young Envoys for Arts & Heritage (YEAH!) Enlist, engage and empower Recruit 10 advocates as influencers and sneezers Online and offline mashup – from facebook to face-to-face Generate buzz and WOM
- 68. We’re on … Facebook: More than 400 friends in Explore Singapore! – Let’s Have Fun Friendster: 80 friends YouTube: Videos uploaded – NHB corporate video, National Day Video etc In the pipeline … Expansion of NHB’s Twitter and Flickr accounts Heritage TV (NHB’s social media vodcast) Accounts in Plurk , Jaiku and others Entries in Wikipedia Content on 狠狠撸share RazorTV, Omy.sg, Yebber, Blog2u etc Channels
- 69. Page Views: At least 20% increase Unique visitors: At least 20% increase Advocates: 20 new social media affiliates Our Targets? (20/20/20 rule)
- 70. Our Aim … To keep Yesterday.sg Contemporary Comfortable Compelling Connected
- 71. Thank You