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Bill Mitchell session #2 imim 2013: The What of Project Innovation
- 1. International Media Innovation Management Session #2, Project Innovation: The What Trends, tools of recent media innovation Bill Mitchell, bmitch@gmail.com 30 September, 2014 Vienna
- 2. What’s the audience? What’s the problem?:
- 7. A case study Imagine that the founder of Amazon.com is thinking about acquiring a media company. He needs to make a presentation to his board explaining what innovations from Amazon.com he’ll apply (one way or another) to the media venture. The presentation is later today. He’s given your team 20 minutes to come up with your best ideas.
- 8. 1970’s & 80s’s: The pre-Web decades Minitel in France
- 10. July 1992
- 11. Innovation lesson: Assume nothing about technology
- 15. Audiotext, circa 1993-94 Mercury Center offered sports scores stock quotes, etc. by phone: 499-4949
- 16. Audiotext Opportunity • Interest among Chinese-Americans in checking stock prices by phone throughout the day
- 17. Audiotext Problem • The phone number we chose – 499-4949 – is a popular number because of the California Gold Rush of 1849 • But that number also signifies “everlasting death” in Chinese Numerology (not the ideal number for investors to rely on in checking their holdings!)
- 18. Innovation lesson: Understand the needs and cultural differences of all your stakeholders
- 20. Ongoing challenge: Old media is collapsing more quickly than new media can be created. (Clay Shirky)
- 21. What’s remained the same • People need news • People need info about products & services • People care about one another • People care about their community
- 22. What’s changed: • People are sources & distributors of news • People are sources & distributors of product info • People use media to express their interest in one another • People use media to improve their community
- 23. Some key trends: user-generated content
- 24. Audience: Pregnant Poles & families Problem: No reliable info on care Solution: Enlist pregnant women to evaluate hospital quality
- 27. Crowdsourcing with “plane-spotters” around Europe: Who’s using the president’s plane?
- 28. Key trends: Social passes search as traffic driver for news
- 29. Key trends, continued: Verification of news
- 31. Key trends, cont.: The “appification”of news
- 32. Key trends, cont.: Audience-based delivery (vs. publication-based)
- 33. Key trends, cont.: Data-driven news
- 34. Gamification
- 35. Journalist as personal franchise
- 36. Some tool tips: Facebook
- 37. Finding & refining audiences using Facebook Graph Search
- 38. More with Facebook Graph Search: Austrians living in Boston
- 39. An inside source for you at Facebook
- 40. How journalists can use Twitter • Seek info as you begin your reporting (note New York Times example) • Stay connected with sources (create a Twitter list like imimtwitter13 list – public or private) • Find & capture reaction (great for events where lots of people showed up but scattered) • Use Topsy to search old (3-4 years) Tweets • Twitter critical to your post-publication strategy
- 42. Introduction to Storify • Tk – perhaps show one as an example…
- 43. Behind the scenes with Storify
- 44. Basic business models • The tension between reach & revenue – Advertising revenue – Subscription revenue • Crowdfunding (Krautreporter, etc.) • Membership plans • Do journalism – but sell something else
- 45. Your project, revised • Create a new post at http://imim2013.wordpress.com/ Your Name revised: headline Sharpen your framing of the various categories – audience, audience problem, innovation project, etc. etc.