Media 2.0 (Presented Dublin, IFRA)

transcript

Media 2.0Matthew Buckland | GM: New Media

Matthew BucklandGM: New Media

www.matthewbuckland.com

media 2.0media 2.0

web 2.0Look beyond the buzzword & hypeIn essence, it’s nothing newYet captures new spirit & culture on the webDriven by technology & media convergencePopularised new “best practice” approach

what it means for mediaBuild sites cheaply, quickly & collaborativelyHarness reader intelligence & content effectivelyHarness the “network effect” of internetIs social media online publishing 2.0 for niches?Get closer to reader, create community

media & web 2.0Role of media company changing?Dilemma: facilitator, aggregator or publisher?Basic principles: always be edited under yr brandA solution: multi-brand approach = more freedom

Despite the hype & changing technology environment which sees increasingly fragmented, informal media, there is one constant: People want quality

In the digital era, perhaps it’s media’s role to cut through clutter & noise. It was the same as the first newspaper rolled off the press, it’s the same now, and will be the same forever. Media are gatekeepers and guardians of quality.

our web 2.0 projectsBlog strategy- amatomu.com (regional blog aggregator)- Amagama.com (blog hosting)- thoughtleader.co.za (blog/media hybrid)Also...- newsinphotos.co.za- Facebook apps & Facebook groups(and... podcasts; social bookmarking, RSS etc)

Daily websiteWeekly paper

about m&g onlineQuality weekend weekly & daily websiteMostly profitable, 10% companies revenuesBoth online & offline growing in readershipStrong online & offline differentiation Main site more web 0.2 than web 2.0!

(redeveloping)

where I come fromSouth Africa: 37th in world for WWW usersCurrently 6th biggest country on FaceBookInternet pop about size of Ireland populationGot some of the most expensive internet in worldBelated boom: broadband rollout & price cuts

Media 2.0Matthew Buckland | GM: New Mediawww.newsinphotos.co.za

newsinphotos.co.zaPhotos, with web 2.0Swarm, blog widget, tagsPopular photos, commentsUser photo submissionsSlow trickle, but bursts to life with breaking news

Media 2.0Matthew Buckland | GM: New Mediahttp://photos.mg.co.za/getone.php

Media 2.0Matthew Buckland | GM: New Mediawww.newsinphotos.co.za

http://photos.mg.co.za/zzub.php

amatomu.comAs media how do we work with blogosphere?Regional blog aggregator, analytics providerBecame a homepage for local blogsOverall picture of local blogs, helped create blog communityAutomatically generated tags gaining traction with GoogleBecome a gateway to local blogs

Media 2.0Matthew Buckland | GM: New Mediawww.amatomu.com

amatomu.com2,5-million clickthroughs back to blogosphere350k daily page impressionsNiche social/business network for bloggers?Network advertising model for blogs?

amagama.comStraight blog hoster, much like an ISPUnmoderated, hands off approachVertical/silo model, no aggregationReact to user abuse tipoffs and take-down notices

Media 2.0Matthew Buckland | GM: New Mediawww.amagama.com

Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.

Media 2.0Matthew Buckland | GM: New Mediawww.thoughtleader.co.za

harness user intelligence, intelligentlyHybrid approach: media model & blog modelBest of both formats: Blogs with editorUGC from a select, closed network of usersFull moderation (comments & articles) Editor selects lead & homepage articlesArticles vetted and subbed

hybrid modelBest of publishing editor & gatekeeping processes, corporate structure, style rules, standardised media ethics

Best of blogs trackbacks, network, blogrolls, stats, comments, laissez-faire publishing schedule, conversational style

blogger vs columnistWe realised we could convince many of these influential people to blog with us, but not do a column. Why?

blog Write on what you want, how long you want, however frequently you want, less commitment? “By invitation 2.0”?

columnDeadline, often write on set topic, set day for publishing, set amount of words, more pressure? more commitment?

Media 2.0Matthew Buckland | GM: New Mediahttp://www.thoughtleader.co.za/guyberger

the editorial blogTransplant addictive qualities of bloggingInstant feedback & stats & trackbacksNetworking with other bloggersBlogger ranking system to create competition

Media 2.0Matthew Buckland | GM: New Mediawww.thoughtleader.co.za

Media 2.0Matthew Buckland | GM: New Mediahttp://www.thoughtleader.co.za/topbloggers/

how we did itOpen source, using WordPress (SU)Customised WordPress dashboard, look & feelHacked WordPress, applied plugins

insightsPeople dying to write & share ideas, just need a platformJournos want money for writing, non-journos don’t People write better when know it’s going through an editorBuild audience by making influential people part of your siteAs leaders in their fields, they bring their networks to you

the stats (3 mnths)>700,000 words3,000 comments100 contributorsAll on a budget of 0$...turning traditional media model on its head?

thank you & questionsalso available @

www.slideshare.net/matthewbucklandcontact @

matthewbuckland@gmail.com

Media 2.0 (Presented Dublin, IFRA)

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