際際滷

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Transforming mass media
    with social media
    Social media for deep engagement
Connection, not just
  crowd-sourcing
Connection, not just
  crowd-sourcing
Thought-provoking,
not just provocative
Thought-provoking,
not just provocative
If you build a
boxing ring,
people are going
to fight.
Tom Steinberg,
MySociety.org
What do you reckon?
What do you reckon?
Not what you reckon.
What did you witness?
The old model
Publisher

          Creates

Content

            Reacts

Audience
The New Model
User engagement cycle
                                                Casual
                                                    (Just stopping by)




 Catalyst
 (Identifying as Guardian Readers,
                                                                                      Connected
                                                                                       (Signing up and engaging in light
  telling other people, linking to or
                                                                                                  interaction)
         blogging about us)




                                        Committed
                                        (Signing in because of personal benefit and
                                        engaging in heavy interaction)
User engagement cycle
                                                Casual
                                                    (Just stopping by)




 Catalyst
 (Identifying as Guardian Readers,
                                                                                      Connected
                                                                                       (Signing up and engaging in light
  telling other people, linking to or
                                                                                                  interaction)
         blogging about us)




                                        Committed
                                        (Signing in because of personal benefit and
                                        engaging in heavy interaction)
User engagement cycle
                                                Casual
                                                    (Just stopping by)




 Catalyst
 (Identifying as Guardian Readers,
                                                                                      Connected
                                                                                       (Signing up and engaging in light
  telling other people, linking to or
                                                                                                  interaction)
         blogging about us)




                                        Committed
                                        (Signing in because of personal benefit and
                                        engaging in heavy interaction)
User engagement cycle
                                                Casual
                                                    (Just stopping by)




 Catalyst
 (Identifying as Guardian Readers,
                                                                                      Connected
                                                                                       (Signing up and engaging in light
  telling other people, linking to or
                                                                                                  interaction)
         blogging about us)




                                        Committed
                                        (Signing in because of personal benefit and
                                        engaging in heavy interaction)
User engagement cycle
                                                Casual
                                                    (Just stopping by)




 Catalyst
 (Identifying as Guardian Readers,
                                                                                      Connected
                                                                                       (Signing up and engaging in light
  telling other people, linking to or
                                                                                                  interaction)
         blogging about us)




                                        Committed
                                        (Signing in because of personal benefit and
                                        engaging in heavy interaction)
Beyond social networking
Beyond social networking
         Casual
          Bookmarking
             Tagging
         Adding to Group
          Attention Data
Beyond social networking
         Casual
          Bookmarking
             Tagging
         Adding to Group
          Attention Data




                           Connected
                             Commenting
                               Rating
                               Voting
                              Endorsing
Beyond social networking
            Casual
             Bookmarking
                Tagging
            Adding to Group
             Attention Data




                                    Connected
                                      Commenting
                                        Rating
                                        Voting
                                       Endorsing




        Committed
                   UGC
                Soulmates
        Tools for Content & Users
            Social Site Skills
                 Profiles
Beyond social networking
                             Casual
                              Bookmarking
                                 Tagging
                             Adding to Group
                              Attention Data



   Catalyst                                          Connected
    Networking tools
     Blogging tools                                    Commenting
  Networked journalism                                   Rating
                                                         Voting
                                                        Endorsing




                         Committed
                                    UGC
                                 Soulmates
                         Tools for Content & Users
                             Social Site Skills
                                  Profiles
Beyond social networking
                             Casual
                              Bookmarking
                                 Tagging
                             Adding to Group
                              Attention Data



   Catalyst                Attention Connected
    Networking tools
                                       Commenting
     Blogging tools
  Networked journalism
                               &         Rating
                                         Voting
                          Reputation    Endorsing




                         Committed
                                    UGC
                                 Soulmates
                         Tools for Content & Users
                             Social Site Skills
                                  Profiles
This is not about technology
The need to communicate
Social media
 strategies
Social media
      strategies
Open up to audience
Social media
       strategies
Open up to audience
Involve the audience in meaningful ways
Social media
       strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
Social media
       strategies
Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
Go to where the conversation is
User generated content as a
      service to users
Calling Tony Blair to account
Crowdsourcing MPs Expenses
Guardian: Iran faces of
the dead and detained
Message for Obama
Guardian Open Platform
Users
working
with our
  data
Wrapping content in a community
Building a community of
      contributors
Building a community of
      contributors
Building a community of
      contributors
Social media beyond
     the screen
Social media beyond
     the screen
      4000 miles
Social media beyond
     the screen
      4000 miles
      2060 photos
Social media beyond
     the screen
       4000 miles
       2060 photos
    1600 Twitter upates
Social media beyond
     the screen
       4000 miles
       2060 photos
    1600 Twitter upates
      50 blog posts
Social media beyond
     the screen
       4000 miles
       2060 photos
    1600 Twitter upates
      50 blog posts

     4 blogger meetups
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Networked journalism
Where is the
conversation going?
Where is the
conversation going?

DIY TV advertising
Where is the
conversation going?

DIY TV advertising
 Dual-screen viewing and
the virtual watercooler
Where is the
conversation going?

DIY TV advertising
 Dual-screen viewing and
the virtual watercooler
Location-based networks
DIY Advertising
Dual-screen viewing
Dual-screen viewing
Sharing directly from TV
Location, Location,
     Location
Location, Location,
     Location
Location, Location,
     Location
Whats stopping you?

How many
psychiatrists
does it take
to change a
light bulb?
One...but the light bulb
has to want to change
With thanks to ...
Flickr photos Some Rights Reserved
From Flickr
the main (boxing) by dickuhne
Kitten on a laptop by Doug Woods
an idea (the light bulb) by aloshbennet
massive change by 416style
From icanhascheezburger.com
leef I alonze by Brad
Kevin Anderson,
     journalism innovator
kevin@charman-anderson.com
http://charman-anderson.com

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