News industry social media approach

News Industry In a Changing
Landscape of Web 2.0
From Eyeballs to clicks to Engagement & Sentiment Tracking

A Story of Change

Understanding News Consumption
Behavior Change In A Social Media World

Sameer Issa Creative Strategist/ Communications & Social Media

As change is the main criteria of the
media landscape, let’s start by
shedding some light on few things
that haven’t changed..
Looking For some stability in a world of change


Back to The Basics

The Need
“The Need to Be Informed”


The Need To Be Informed
How do people feel about the news?

Work
Personally
Social Civic Enriching
Related
Needs

Enjoy Sharing With Feel A Civic Or Social Need To Follow On
Improve My Life
Friends And Family Obligation To Stay Informed My Work


So What did really change??


A Story of Change

News Consumption
Behavior
Its the audience news consumption behavior
that changed not their need to be informed.


A Different Product

What really makes news a special kind of
product, the basic fact that it is competing
with an extra-ordinary competitor..


Who’s Competing With News?
Understanding the Competitive MarketPlace

Competition

Time
Any Activity That Uses Audience Time
“Content Consuming Options”


The Old Model

Fewer Options, More time,
less audience control

Measuring Eyeballs


Today’s Model
More Choices, less time,
more audience control
“ Fragmentation continue to be a major
characteristic of the Media Landscape”

Measuring Engagement/
Sentiment Analysis


Power Shift

Increased options move
power to the audience.


Today’s Model

Mass Audiences Going Smaller
“ Survival Means Serving Fragmented Audience”
Cohort groups do not change


One Page History of Television

• New Experience Drives Viewership
1948-1960 • Program Quality & Choice Secondary

• Limited Viewing Options
1961-1990 • Control to Government/ Network Owners

• Unlimited Viewing Options
• Control to Audience
1990-2010
• Loosing audience for digital media
• Program Quality Critical


Cont ent Consumption
H istorical Overview
+
1950

1970
Audience Time Share

1995

Post Digital Era;
Web 3.0, 4.0?

2010
?

+
Limited Choices Endless Choices
Content Consuming Options


Today’s Model
A critical mix creating the biggest
challenge for news industry..


A Critical Mix !

So Little Time Unlimited Resources
Huge Competition Over More Consuming Options
The Audience Time Online, Offline, Multi Platform


Challenge
The Biggest Challenge for News Industry
in Todays’ Media Landscape:

Relevancy?
How to solve relevancy, maintain engagement,
and filter the noise?


Filtering The Noise
Understanding Change in News
Consumption Behavior starts by
identifying audience response to the issue
of relevancy in the landscape of web 2.0
“Understanding news consumption behavior in a social media world”


News Consumption Behavior
In A Social Media World
Understanding the change by analyzing the trends

The Big Shift
“A big change in the way we consume
news happened during the past 5 years
as a direct response to increasing noise
and the rise of social media”


So, what are the current trends
for news consumption?


The Major Trend
Social Change Begins..
“Once social change begins, it cannot be reversed. You cannot un-educate
the person who has learned to read. You cannot humiliate the person
who feels pride. You cannot oppress the people who are not afraid
anymore. We have seen the future, and the future is ours.”
Cesar Chavez


Social Stream

Hot news consumption shifting
towards social stream
“Social networks becoming the landing page for news consumption”


Breaking News
Does it exist anymore?


Ch anging Newswire

Social network becoming
personalized newswire
74% Receive information & News through Facebook
“NPR Survey”


Changing News Sources

Friends becoming
news sources
73% Expect their friends to Share Interesting News & Stories
“NPR Survey”


New Experience
News consumption becoming a
new social experience and a
socially driven activity
75% of news consumed online is through shared news
“NPR Survey”


Who’s paying the price for this
social shift in news consumption..


Online Media
“As online media once challenged
traditional media business model, now
its time for the social stream to bring
the next wave of change”
“There’s no such thing as present or future, only
history repeating itself in the same old boring way”
Chinese Proverb


Loosing Traffic
Online media sites loosing
traffic for social stream
“Gone are the days when you spend hours on NYTimes Site”


Response To Noise
Average user now turns to
only few web sites
Social Media is Now Challenging Online Media
“Limitations aren’t the number of sources available for users,
but finding content that is most relevant to them”


se
R esponding To Traffic Lo

Washington Post; integrating FaceBook Plug-ins
into its site for a new social experience as an
attempt to control traffic lose


Personalization

News feeds becoming user
generated and more personalized
“People want to see only the news they’re interested in
through a personalized stream of content””


Future Model

The Daily ME ?


Customization

Personal preferences and
customization
“People demand more control over news stream”
30% of online news consumers have customized their news stream


Responding To
Customization

News Match By: Los Angeles Times


News is Pocket Sized

A major challenge is solving the
problem of frustration in
consuming mobile content
Mobile content consumption; an area where
major developments are taking place


Tou ching The News

iPad
A revolutionary platform providing
unique content consumption experience.
“ The huge success brought by the iPad while many other tablets have
failed before, indicates that creating new personalized content
consumption experiences is becoming a mainstream.


Multiple Sources

People get the news from
So many sources
92% of Americans Use Multiple Platforms To Get
News On A Typical Day Including National, Local TV,
Internet, Newspapers, radio..


Colla borative Reporting

Merger between journalist,
sources & content producer
The Witness Becomes The Reporter, Public is Becoming An Integral
Part of News Process and News Making


Participatory
People are demanding for a
bigger role in news making
37% of users have Contributed To The Consumption of News


Responding To
Participatory Trend

Integrating Bloggers Into More
Collaborative Environment


The Drive

People approaches to news are
driven by specific subjects and a
hope for learning by serendipity.


Jou rnalism in Transition

Key Challenges For
Media Organizations

Challengin g Business Model

Current media business
model not viable in the
future without change
“ The web and the online news industry is in
transition, technology has too much impact on the
medium for it to remain static.”


Old
Media
New
Media
?
Now
Media


Traditio nal Media Company

Platform Dependent
Resource Rich
Vast Experience
Established Culture
Adverse To Risk
True R&D Rare


New Media Landscape

Extends Editorial Content & Story Telling.
Engages Audience Fragments thought a 2-way
Street of Interaction.
Broadband A Key Delivery System.
Audience Measurement Not Standardized.
Opportunity For Direct Consumer Payment.


Vision For A New Media Company

Vision tied to providing relevant, differentiated
stories, messages and experiences that engage
the audience across different touch points, Filters
the noise, and are measured for their results.


New Media Company

Culture supports vision and change
& built on solid foundation of
rewards & metrics


Barriers To Success

Adversity To Change
Failure To Extend Brand

Thinking Platform More
Important Than Strategy. Risk Avoidance

Lack Of Strategic Planning
Inside-Out Thinking

ies
Failure To Invest In New Technolog


Think Strategy Before Platform!

Unluckily, News organizations tend to use social
media as a distribution channel, focusing mainly
on the platform rather than strategy, seeking to
get more traffic from Facebook & Twitter.
Its the whole consumption experience that drives
engagement, not just the specific platform.


Remember..

Technology only has value
if it fulfills need


Social Commitment

A key media network approach to social media;
Organizational level commitment
Social engagement should be viewed as
committable core value


Challe nge In Social News

Consumption Sharing
Creating New Engaging Experiences Discovering Ways Readers Can Share
For News Consumption Stories And News Content

Repackaging Customization
Adding Different Flavors To News To Fit Into The Audience Personal
Consumption Across Platforms and Social Stream
Social Streams.


Challenging Traditional
Journalism Mindset

Challenging Journalist’s
“prevailing dogma” of
‘we write, you read’
Social Media by Its Very Definition is A
Participatory Medium”


A Scrambled Relationship

Technology have scrambled every
aspect of the relationship between
audience & the reporter.


A Crises in Credibility

Social disconnection


A Crises in Influence
Distraction by the issues
above and below.


Challenging Journalists
Community Role

How to work with the
community not against it?!


Think different
“Insanity is doing the same thing over and over
again and expecting different results”
Albert Einstein


Ceding Editorial Control

Social media presents a great opportunity for
journalists have to be open to ceding a degree of
editorial control to the community
“If Someone is going to eat our young.
It might as well be us.”


But won’t that create a big challenge...


What about
Credibility?!


A Credibility Index ?!

Time for an out-of-the box thinking


Credibility Index

Identifying specific sources of information &
creators as more credible than others by
attaching levels of knowledge attributes.
who is Knowledgeable, eye witness, expert..


Think !
Would you watch a report on your TV
network if instead you can access eye-
witness citizen Journalists whom you trust
and have relationship with?


A Personal brand

News reporter biggest challenge is to be able to
create his own personal branding with
independent following and audience, which
eventually leads towards the news organization.
News Sites use automated Twitter feeds
instead of personal approach.


Socializing Editorial Role

As many people use social sites as a landing
page for news, Journalists have to find ways to
integrate their editorial role into the New
Streams and not just shift platforms.
Powerful Journalism Can take Place on
Twitter, Facebook, and YouTube.


Fact
Most downloaded Youtube videos
are news and special interest stories.
“Its not people who lost interest in News,
its that they shifted platforms”


Socializing Newsroom
& WorkFlow
Journalists should have social
content creation more integrated
Into their workFlow.


Learning New Skills

Learning new sets of technical
skills which will be in the future
the core of the journalism process.


News organizations have to find ways
to respond to the biggest challenge..


“How to create an environment
where quality reporting and trained
journalists can continue to exist..”


taking into consideration the nature
of traditional mediums...


Radio

A major challenge for traditional
Radio networks is to move beyond the
traditional model of one-news-
director who has many responsibilities
and eventually does everything
Moving towards Radio 2.0

In spite the fact that Radio is the first social
medium by its nature, yet its business model
remains remarkably unchanged over the years


TV
TV is a passive medium
engagement is not part of TV characteristics


T V; A Classical Product

TV is a classic product of the industrial age
designed to push content to the masses


T V Between Generational Conflict
One generation grew up in the industrial age;
mass production, standardization.
A new generation seeking individualism,
customization and personal expression


Whats Next?!
Social TV, Web 3.0, Web 4.0?


Remember..
New technology is an opportunity.


Challenging
Measurement Criteria

The new social media
requires a different set of
measurement criteria
From measuring eyeballs, to clicks to engagement.


Measuring Engagement

Most successful TV/ Radio shows
are not those with most viewers
but rather those that create the
most conversations online.
Measuring impact & engagement rather than
number of clicks, listeners, or eyeballs


The Bad News!

Audience measurement in the
social world is not standardized
There are many measurement tools available but
non of them is comprehensive enough to provide all
the required data under a single umbrella.


A Different Approach to
Web Analytics

Page view tracking not
viable in social world!
Page views is just a way of approximating the information
we really need, and as the web grows more interactive,
they become less and less important.


Social Media Analytics;
An Area for Future Development

Social media companies are
investing huge resources to build
their own internal analytical tools.


Key approaches towards
social media metrics


Funnel Analysis;
Measuring Conversion Rates

Funnel Analysis is about finding & fixing
troubles with web sites, with continual
analysis, changes can be measured &
new ideas can be tested over time.
The term “conversion rate” refers to the total number of
visitors who came to a site, compared to the number of
visitors who did a desired action (such as creating an
account or purchasing an item)


A Sample Signup Funnel

Measuring drop-off rate
“ people who didn’t go to the next step”

Homepage 100%

Signup 70%

Browse 40%

Add Friends 30%

Search 15%


Engagement Tracking;
Measuring What People Do

Measuring what people do during
site visit, and how they are
reacting to your content.
Engagement tracking provides a more-accurate idea about
what kind of experience people are having while consuming
your content, and how they are reacting to that experience.


Automated
Sentiment Analysis

The process that “aims to determine
the attitude of a speaker or a writer
with respect to some topic”
Wikipedia


Sentiment Prioritization

Influence Reputation Intensity

Identify sentiments by the most Identifying the intensity of
Reputation of the influencer
influentials/ Influencer analysis each mention


Quantifying
Sentiment Analysis

Exposure Engagement Influence Action

To what degree you have Who, how, and where The degree of which As a result of the
created exposure to people are interacting and exposure & engagement social media effort,
content & message engaging with your content have influenced perception. what actions , if any
has the target taken?

Increased Ability to determine ROI


Sere ndipity Challenge

Serendipity in the age
of personalization
How will accidental news consumption
work with personalization?


Sere ndipity Importance

Serendipitous news discovery is very
essential to form a public opinion and
create informed consensus & stable
cohesion around public policy


The Challenge

One major concern about the internet is that
people use news technology to retreat Into their
narrow interests, and that accidental news
consumption “discovering things you didn’t know
would interest you” would erode.


Seeking Balance

Personal Need to
Preferences Know
“customization, news and content
Personalization”


Possible Solutions?


Intelligent Recommendations
News Model ?
Embedding an intelligent recommendations model
into the news industry; “ I like that piece of news, so
maybe I want more the same”


Suggested Content

An intelligent model giving you content
suggestions based on your previous course of
actions “news you viewed, liked, commented,
and shared..”
A Model most similar to Amazon
recommendations system
“ people who liked this story also liked the following stories”
“ Your friend “AAA” liked / commented on this story”


Socializing News Industry

Key Strategic Approaches
for Socializing News

Socializing News Industry Main Cu
rrency

Leverage Credibility Connectivity


Th e Learning Process

Media companies learn their lesson by
experimenting with new ways to provide
audience with customized experience


Strategic Thinking

Extend storytelling & editorial content
and concentrate on using social media as
a 2-way street of audience interaction


The Proper Tactics

Making the social information we consume
more readable, visually attractive, allowing
more visual control to the user


Tell The Right Story

Creating stories with deep social interaction
will likely be more streamlined


Making Sense of The Noise

Filtering the noise and making sense of
conversations in social media


CNN Visualization of What World
Cup Fans Were Saying on Twitter


Facilitate User Engagement

Enlist users as “editors” by making it
easier to engage & share their content
on social streams


Allow Space For
Serendipitous Content

News that readers don’t know
they might be interested in, but
are able to discover.
Recommendations, top stories, In the spot light..


Visualizing Social Stream

An area that needs most exploration.
Many social streams are text-heavy, yet images
are more effective in drawing users attention


Leve raging Social News Consumption
Across Platforms

TV Stations has an opportunity to enhance their online
presence by delivering interactive content “video, Twitter,
feeds, alert messages and other programing” through
desktop, mobile apps and widgets” that also help to funnel
viewers back to the stations web site for additional
updates providing a more engaging experience.


Rewarding Engagement

Fan loyalty programs are most effective to facilitate
user engagement through a simple point system
rewarding users for each form of engagement “like,
comment, share, post a topic, upload content..” Points
can be redeemed for virtual / physical goods.
Fan loyalty reward programs


One final question..


Think Around..

How personal can social
news consumption get?


How about..

A Pers onalized Social News Stream?!

A personalized streams of news content
which can be shared through different
social streams and consumed across
several platforms


Cross Platform Consumption Social Streams Sharing
Integrate with personal Blogs through
Integrate and share through social streams
widgets. Consume through Mobile/ipad
social magazine apps and networks

Personalized
Stream of
Content Recommendation
Other Stylized RSS feeds System
friends
personalized
streams
More suggestions based on
Customizable personal choices
Search / add your friends Personal
personal streams Youtube Preferences

Tweets/ Facebook
Re-tweets Personal settings for news
Your personal choice of and feed sources
video news content
Stories & news you liked/
Hash-tag filtering
shared & commented


Can things get that far??!

You think not??


Well think again..
Because Its already there...


Introducing..

Flipboard for iPad
The world’s first personalized social magazine
Flip through and contribute to the content your friends
are sharing with you on Facebook and Twitter


Unique visual experience in consuming mobile
content through personalized news streams


The Future..
Bringing the future into focus

You don’t have to look for news anymore,

The End
“Thank you for your time”


News industry social media approach

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