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what traditional media can
                             by Tara ‘missrogue’ Hunt
  learn from social media
Saving media: The UC Berkeley Media Technolgy Summit
and this is also not a presentation on how social
media is going to save the day...
stuff that DOES save the day

1. relevance

2. interestingness

3. engagement
be relevant




      http://www.flickr.com/photos/92wardsenatorfe/3126055165/
relevance is how well media organizations deliver
what matters to their readership.
“The reports of my death have been greatly
exaggerated.”
Mark Twain
Did you know 4.0?
(Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler)
               http://www.youtube.com/watch?v=6ILQrUrEWe8
How People Get Their News
90.0



67.5
                                                                     40% get
                                                                    their news
45.0                                                                  online


22.5



  0
   2001          2002         2003     2004       2005       2006       2007       2008

                 Television               Newspaper                  Internet


       http://pewresearch.org/pubs/1066/internet-overtakes-newspapers-as-news-source
Respondents Aged 18-29 - 2006-2007-2008

                                   68

62
                                                                      59
                                                                      59
                                                          59% get
                                                         their news
                                                           online!


                                   34
32
29                                                                    28
                                   23
                                                                      18
16
                                   13


                                   5                                  6
3                                                                     4
1                                  0
     Television   Internet   Newspapers   Radio   Magazines   Other
Up until journalism became a profession rather
than a trade...(p)ublishers paid attention to
readers needs and wants, and hired and trained
editors and reporters accordingly...

Howard Owens, "Maybe it's Journalism Itself That is the Problem"
http://www.howardowens.com/2008/maybe-its-journalism-itself-that-is-the-problem/
The Public’s Opinion of the Media
                                   70

            63
                                                     59




      29
                                                           27
                             21

                                                                 14
                    8                     9


    Get Facts Straight       Admit Mistakes           Professional

              Yes                 No               Don’t Know

http://pewresearch.org/pubs/1341/press-accuracy-rating-hits-two-decade-low
The goal is to find some meaningful measure of
reader satisfaction and fashion a new journalism
that meets reader needs...

Make your focus your audience. Try to figure
out what readers want, not just what you
think they want.

Howard Owens, "Reporters and editors should develop a reader satisfaction index"
http://www.howardowens.com/2008/reporters-and-editors-should-develop-a-reader-satisfaction-index/
and are you giving them what they want?
Media Top News Stories August 3-9, 2009



    16
                      15




                                       11




                                                          5                5




Health Care    Economic Crisis     North Korea    US Auto Industry Sonia Sotomayor


      http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
Blogger Top News Stories August 3-9, 2009



      24



                         19




                                           11

                                                            8
                                                                             7




College Lawsuit   Freed Journalists   Radiohead Song Newspaper Troubles Obama Admin.


        http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
and on Twitter?
              7%
      7%


9%                                 35%




19%


                                                  Twitter Outage
                      23%                         Iran
                                                  ITV Sells Site
                                                  John Hughes Dies
                                                  News Corp Charges 4 Content
                                                  Other

http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
the good news.
where people find
                          3%
                                                         their news online.

          28%



                                               52%



            10%
                                                               News Sites
                     7%                                        Twitter
                                                               Email Newsletters
                                                               Aggregators
                                                               Blogs (by reporters/analysts)


http://www.fortexgroup.com/best-practice-surveys/40-study-on-how-people-get-their-news-online
top news sites - august 9, 2009

               Site                      Monthly Visitors         Inbound Links

 CNN.com                                         25,900,000            27,246,000
 news.yahoo.com                                  18,800,000            15,857,000
 digg.com                                        12,300,000           544,422,000
 nytimes.com                                     12,200,000            33,792,000
 USAtoday.com                                      9,800,000           13,197,000
 BBC.co.uk                                         2,400,000           27,243,000
 reuters.com                                     12,400,000            19,180,000
 washingtonpost.com                                6,900,000           16,717,000
 news.google.com                                   5,700,000           19,066,000
 huffingtonpost.com                               11,100,000             8,013,000



                      http://www.ebizmba.com/articles/news-websites
so...how do you become more relevant?
1. have your ear to the ground
For any beat...there is a listing of topical tweeters:



                                                         sciencepond.com



                                   facecaker.com




                                             followformation.com

                                                            wefollow.com

               geofollow.com                             legalbirds.com
2. be part of the community you cover
Saving media: The UC Berkeley Media Technolgy Summit
being part of the community

a) talk to your readers

b) get out to events

c) find out what your current readers respond to and do more
   of that (not the same subject, but the same kind of story)
3. learn from feedback (the data is there!)
nytimes.com
news.yahoo.com   cnn.com
“the most– e-mailed and most-blogged stories in
the paper, as well as the most-used search terms...
(is) a rough gauge of reader behavior, to be sure,
but as it turns out, a fairly consistent one.”

Michael Hirschorn, "The Pleasure Principle" The Atlantic Monthly Dec 07
http://www.theatlantic.com/doc/200712/newspaper
bloggers won their audiences by figuring out what
is relevant to their readers and then producing
more of it...there are no barriers - customer call in
centers or walls - between a blogger and his/her
audience so the learning is faster and more agile.
be


 http://www.flickr.com/photos/russelldavies/375432858/
“Stop being important and start being interesting.”

Michael Hirschorn, The Atlantic Monthly
it’s not about you, the awards, how awesome you
are, your page views, etc...it’s about...
Saving media: The UC Berkeley Media Technolgy Summit
being interesting doesn’t mean chasing
ambulances and sensational headlines...it means
that you bring value to your reader’s lives...
DELIGHT




Jacek Utko
http://www.utko.com/

“I came to London, and I've seen performance by Cirque du
Soleil. And I had a revelation. I thought, "These guys took some
creepy, run down entertainment, and put it to the highest
possible level of performance art." I thought "Oh my God,
maybe I can do the same with these boring newspapers." And I
did.”
http://www.ted.com/index.php/talks/jacek_utko_asks_can_design_save_the_newspaper.html
Utko’s Redesign Process

1. Strategy: what is our goal?

2. Content: which content serves the readers better?

3. Design: does the design flow with the content & strategy? what’s the reader
   experience?

4. Testing: how do readers use this? react? is it meeting the reader’s needs?

5. Workflow: how can the organization, itself, change to produce better
   products?

6. Branding: how can we tie this together across platforms?

7. Execution: how can we ensure continuous quality?


http://www.utko.com/index.php?id=22
SIMPLIFY
http://www.flickr.com/photos/jdlasica/3362224306/




                                                   Nate Silver - fivethirtyeight
                                                   http://www.fivethirtyeight.com/
                                                   “The uncanny, poll-wrangling, stats-freaking Nate Silver
                                                   took it upon himself to demonstrate that some level of
                                                   governable, rational reality could be brought to bear on
                                                   the confusing world of competing tracking polls, and
                                                   along the way all but cemented the geek-chic trajectory
                                                   of this election season.”
                                                   http://www.huffingtonpost.com/2008/12/24/2008-the-year-in-media-hi_n_153362.html
if you can succeed in making your readers feel
smarter, more in control, sexier, excited and
more interesting themselves, you will win.
http://www.flickr.com/photos/slack12/352361865/




                be
                ing
engagement is about creating a deeper level of
interaction between yourself and your readers as
well as between your readers and other readers.
1. sharing
2. discussing
Saving media: The UC Berkeley Media Technolgy Summit
3. portability
4. connecting/getting social
Saving media: The UC Berkeley Media Technolgy Summit
5. mixing the media
Saving media: The UC Berkeley Media Technolgy Summit
Saving media: The UC Berkeley Media Technolgy Summit
at the end of the day, it is the blending of social
media and traditional media that will produce the
future of media...this is not an ‘or’ situation, it’s
an ‘and’ situation...
the big question is...even with all of this...
WILL
TRADITIONAL
MEDIA
SURVIVE?
is it too late?
people don’t like paying for digital stuff
            “Economically, the print media are in the
            business of marking up paper. We can all
            imagine an old-style editor getting a scoop and
            saying "this will sell a lot of papers!" Cross out that
            final S and you're describing their business model.”

            Paul Graham on Post-Medium Publishing
            http://www.paulgraham.com/publishing.html
advertising models are mostly flawed

             Sales teams are expensive, there is the issue
             of the balance of being objective while
             making advertisers happy (multiple conflicts
             with this)...
non-profit models? hyperlocal? niche markets?

             maybe? feels like these models would work for
             some, but not for all. great examples emerging
             that can test this out.
http://www.bayareanewsproject.org/
Saving media: The UC Berkeley Media Technolgy Summit
“Our community has 25,000 members. 1%
produces content and a 1,000 are very active.
Among the active, you have what we call "guests".
They are bloggers and columnists that are paid on
a revenue sharing basis. Amateurs send 400 to
500 contributions and write 6,000 comments a
day.”
Benoît Raphaël, Editor & Chief, Le Post
interview at:
http://mediacafe.blogspot.com/2009/02/le-post-successful-and-innovative-news.html
http://current.com/
http://current.com/
the answer doesn’t lie in social media itself, but
rather what we our customers and their needs as
the adoption of social networks increases...
Saving media: The UC Berkeley Media Technolgy Summit
thanks! these people gave me LOADS of ideas...

• Rachel Weidinger - @rachelannyes

• Burt Herman - @burtherman

• Will Straw, PhD - http://strawresearch.mcgill.ca/straw.html

• Alex Ikonnikov - @alexikonn

• Jay Seidel - Professor, Fullerton College

• Adam McNamara - @adammcnamara
• Heather Flyte - http://www.hbflyte.com/

• Kellan Elliott-McCrea - @kellan

• Chris O’Brien - @sjcobrien

• If I forgot you...tell me! And I’m sorry!
Order
                           Whuffie
                           today!



http://www.thewhuffiefactor.com
licensing:




             share/remix/spread ... but don’t forget to attribute.
                    http://slideshare.net/missrogue
photos/screenshots

• most of those gorgeous photos are from istockphoto.com unless indicated on
  the photo as a link to a Flickr creative commons shot


• screenshots were snapped on Skitch (plasq.com)


• please do not re-post the photos as it will be a violation of their copyright/left.
  however, have at the screenshots where you will!
contact me:



              Tara ‘missrogue’ Hunt
              horsepigcow@gmail.com
              @missrogue
              montreal, quebec, canada
              514-679-2951

              http://www.horsepigcow.com

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Saving media: The UC Berkeley Media Technolgy Summit

  • 1. what traditional media can by Tara ‘missrogue’ Hunt learn from social media
  • 3. and this is also not a presentation on how social media is going to save the day...
  • 4. stuff that DOES save the day 1. relevance 2. interestingness 3. engagement
  • 5. be relevant http://www.flickr.com/photos/92wardsenatorfe/3126055165/
  • 6. relevance is how well media organizations deliver what matters to their readership.
  • 7. “The reports of my death have been greatly exaggerated.” Mark Twain
  • 8. Did you know 4.0? (Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler) http://www.youtube.com/watch?v=6ILQrUrEWe8
  • 9. How People Get Their News 90.0 67.5 40% get their news 45.0 online 22.5 0 2001 2002 2003 2004 2005 2006 2007 2008 Television Newspaper Internet http://pewresearch.org/pubs/1066/internet-overtakes-newspapers-as-news-source
  • 10. Respondents Aged 18-29 - 2006-2007-2008 68 62 59 59 59% get their news online! 34 32 29 28 23 18 16 13 5 6 3 4 1 0 Television Internet Newspapers Radio Magazines Other
  • 11. Up until journalism became a profession rather than a trade...(p)ublishers paid attention to readers needs and wants, and hired and trained editors and reporters accordingly... Howard Owens, "Maybe it's Journalism Itself That is the Problem" http://www.howardowens.com/2008/maybe-its-journalism-itself-that-is-the-problem/
  • 12. The Public’s Opinion of the Media 70 63 59 29 27 21 14 8 9 Get Facts Straight Admit Mistakes Professional Yes No Don’t Know http://pewresearch.org/pubs/1341/press-accuracy-rating-hits-two-decade-low
  • 13. The goal is to find some meaningful measure of reader satisfaction and fashion a new journalism that meets reader needs... Make your focus your audience. Try to figure out what readers want, not just what you think they want. Howard Owens, "Reporters and editors should develop a reader satisfaction index" http://www.howardowens.com/2008/reporters-and-editors-should-develop-a-reader-satisfaction-index/
  • 14. and are you giving them what they want?
  • 15. Media Top News Stories August 3-9, 2009 16 15 11 5 5 Health Care Economic Crisis North Korea US Auto Industry Sonia Sotomayor http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
  • 16. Blogger Top News Stories August 3-9, 2009 24 19 11 8 7 College Lawsuit Freed Journalists Radiohead Song Newspaper Troubles Obama Admin. http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
  • 17. and on Twitter? 7% 7% 9% 35% 19% Twitter Outage 23% Iran ITV Sells Site John Hughes Dies News Corp Charges 4 Content Other http://pewresearch.org/pubs/1313/social-media-talks-about-social-media
  • 19. where people find 3% their news online. 28% 52% 10% News Sites 7% Twitter Email Newsletters Aggregators Blogs (by reporters/analysts) http://www.fortexgroup.com/best-practice-surveys/40-study-on-how-people-get-their-news-online
  • 20. top news sites - august 9, 2009 Site Monthly Visitors Inbound Links CNN.com 25,900,000 27,246,000 news.yahoo.com 18,800,000 15,857,000 digg.com 12,300,000 544,422,000 nytimes.com 12,200,000 33,792,000 USAtoday.com 9,800,000 13,197,000 BBC.co.uk 2,400,000 27,243,000 reuters.com 12,400,000 19,180,000 washingtonpost.com 6,900,000 16,717,000 news.google.com 5,700,000 19,066,000 huffingtonpost.com 11,100,000 8,013,000 http://www.ebizmba.com/articles/news-websites
  • 21. so...how do you become more relevant?
  • 22. 1. have your ear to the ground
  • 23. For any beat...there is a listing of topical tweeters: sciencepond.com facecaker.com followformation.com wefollow.com geofollow.com legalbirds.com
  • 24. 2. be part of the community you cover
  • 26. being part of the community a) talk to your readers b) get out to events c) find out what your current readers respond to and do more of that (not the same subject, but the same kind of story)
  • 27. 3. learn from feedback (the data is there!)
  • 29. “the most– e-mailed and most-blogged stories in the paper, as well as the most-used search terms... (is) a rough gauge of reader behavior, to be sure, but as it turns out, a fairly consistent one.” Michael Hirschorn, "The Pleasure Principle" The Atlantic Monthly Dec 07 http://www.theatlantic.com/doc/200712/newspaper
  • 30. bloggers won their audiences by figuring out what is relevant to their readers and then producing more of it...there are no barriers - customer call in centers or walls - between a blogger and his/her audience so the learning is faster and more agile.
  • 32. “Stop being important and start being interesting.” Michael Hirschorn, The Atlantic Monthly
  • 33. it’s not about you, the awards, how awesome you are, your page views, etc...it’s about...
  • 35. being interesting doesn’t mean chasing ambulances and sensational headlines...it means that you bring value to your reader’s lives...
  • 36. DELIGHT Jacek Utko http://www.utko.com/ “I came to London, and I've seen performance by Cirque du Soleil. And I had a revelation. I thought, "These guys took some creepy, run down entertainment, and put it to the highest possible level of performance art." I thought "Oh my God, maybe I can do the same with these boring newspapers." And I did.” http://www.ted.com/index.php/talks/jacek_utko_asks_can_design_save_the_newspaper.html
  • 37. Utko’s Redesign Process 1. Strategy: what is our goal? 2. Content: which content serves the readers better? 3. Design: does the design flow with the content & strategy? what’s the reader experience? 4. Testing: how do readers use this? react? is it meeting the reader’s needs? 5. Workflow: how can the organization, itself, change to produce better products? 6. Branding: how can we tie this together across platforms? 7. Execution: how can we ensure continuous quality? http://www.utko.com/index.php?id=22
  • 38. SIMPLIFY http://www.flickr.com/photos/jdlasica/3362224306/ Nate Silver - fivethirtyeight http://www.fivethirtyeight.com/ “The uncanny, poll-wrangling, stats-freaking Nate Silver took it upon himself to demonstrate that some level of governable, rational reality could be brought to bear on the confusing world of competing tracking polls, and along the way all but cemented the geek-chic trajectory of this election season.” http://www.huffingtonpost.com/2008/12/24/2008-the-year-in-media-hi_n_153362.html
  • 39. if you can succeed in making your readers feel smarter, more in control, sexier, excited and more interesting themselves, you will win.
  • 41. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers.
  • 48. 5. mixing the media
  • 51. at the end of the day, it is the blending of social media and traditional media that will produce the future of media...this is not an ‘or’ situation, it’s an ‘and’ situation...
  • 52. the big question is...even with all of this...
  • 54. is it too late?
  • 55. people don’t like paying for digital stuff “Economically, the print media are in the business of marking up paper. We can all imagine an old-style editor getting a scoop and saying "this will sell a lot of papers!" Cross out that final S and you're describing their business model.” Paul Graham on Post-Medium Publishing http://www.paulgraham.com/publishing.html
  • 56. advertising models are mostly flawed Sales teams are expensive, there is the issue of the balance of being objective while making advertisers happy (multiple conflicts with this)...
  • 57. non-profit models? hyperlocal? niche markets? maybe? feels like these models would work for some, but not for all. great examples emerging that can test this out.
  • 60. “Our community has 25,000 members. 1% produces content and a 1,000 are very active. Among the active, you have what we call "guests". They are bloggers and columnists that are paid on a revenue sharing basis. Amateurs send 400 to 500 contributions and write 6,000 comments a day.” Benoît Raphaël, Editor & Chief, Le Post interview at: http://mediacafe.blogspot.com/2009/02/le-post-successful-and-innovative-news.html
  • 63. the answer doesn’t lie in social media itself, but rather what we our customers and their needs as the adoption of social networks increases...
  • 65. thanks! these people gave me LOADS of ideas... • Rachel Weidinger - @rachelannyes • Burt Herman - @burtherman • Will Straw, PhD - http://strawresearch.mcgill.ca/straw.html • Alex Ikonnikov - @alexikonn • Jay Seidel - Professor, Fullerton College • Adam McNamara - @adammcnamara • Heather Flyte - http://www.hbflyte.com/ • Kellan Elliott-McCrea - @kellan • Chris O’Brien - @sjcobrien • If I forgot you...tell me! And I’m sorry!
  • 66. Order Whuffie today! http://www.thewhuffiefactor.com
  • 67. licensing: share/remix/spread ... but don’t forget to attribute. http://slideshare.net/missrogue
  • 68. photos/screenshots • most of those gorgeous photos are from istockphoto.com unless indicated on the photo as a link to a Flickr creative commons shot • screenshots were snapped on Skitch (plasq.com) • please do not re-post the photos as it will be a violation of their copyright/left. however, have at the screenshots where you will!
  • 69. contact me: Tara ‘missrogue’ Hunt horsepigcow@gmail.com @missrogue montreal, quebec, canada 514-679-2951 http://www.horsepigcow.com