cipr digital impact - changing media and online newsrooms

12
Online Newsrooms In conversation with everybody Julio Romo @twofourseven

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Presentation that I gave to the CIPR Digital Impact Conference on the changing media landscape and journalism, and building effective social media newsrooms.

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Page 1: CIPR Digital Impact - Changing Media and Online Newsrooms

Online Newsrooms

In conversation with everybody

Julio Romo @twofourseven

Page 2: CIPR Digital Impact - Changing Media and Online Newsrooms

The way things were

Let’s start at the beginning… The Newsroom

Page 3: CIPR Digital Impact - Changing Media and Online Newsrooms

Understanding today’s web

“The semantic Web is not a separate Web but an extension of the current one,

in which information is given well defined meaning, better enabling computers and people to work in

cooperation” Tim Berners-Lee

Page 4: CIPR Digital Impact - Changing Media and Online Newsrooms

The power of the crowd

The key change is the internet’s ability to support ‘many-to-many’

conversations, in additional to the one-to-many broadcast model

Clay Shirky

Page 5: CIPR Digital Impact - Changing Media and Online Newsrooms

Where the media is today

The news industry has changed: •  News outlets are “abandoning attempts to be first for

breaking news, focusing instead on being the best for verifying and curating it.”

•  Publishers have realised that “social media, blogs and user generated content are … creating an important extra layer of information and diverse opinion.”

•  We’ve entered the era of ‘social recommendation,’ which is playing a significant role to driving traffic to traditional content.

•  News organisations are devoting significant resources to exploit social networks to drive search.

Page 6: CIPR Digital Impact - Changing Media and Online Newsrooms

The Present

Audiences have changed:

•  People today do not want to be spoken at, they want a conversation with people and brands.

•  The growth of the crowd has “an alternative source of news, as well as another option for politicians, businesses and other public figures.”

•  Online media consumption up, from 6hrs 14 mins in September ‘09 to 7hrs 28 minutes in March ’10. [KPMG Media and Entertainment Barometer]

•  There has been a growth across the board of online video, with the total audience base growing 18% to 35.6 million viewers [comScore, December ’09]

•  Facebook now accounts for 20% of all time spent online in the UK. [Internet Advertising Bureau Fact Sheet, IAB, March 2010]

Page 7: CIPR Digital Impact - Changing Media and Online Newsrooms

How journalists are adapting

Journalists today have have to:

•  Investigate

•  Report

•  Engage with the crowd

•  Package up a story for multiple platforms

•  Promote to the community

Page 8: CIPR Digital Impact - Changing Media and Online Newsrooms

Social Media Newsrooms: what we can we do

Online newsrooms – learning from the media:

•  You are having a conversation with more than one person.

•  Offer links in all your social content – with the title of your post.

•  Headlines – write them for SEO. •  Optimise all your content for

SEO and site search. •  Syndicate your social media

newsroom.

Page 9: CIPR Digital Impact - Changing Media and Online Newsrooms

Social Media Newsrooms: what we can we do

•  Video – remember to offer embed codes for bloggers and journalists.

•  ShareThis – make sure your content can be shared on the main platforms, Twitter, Facebook, Buzz and others.

•  List your and your teams contact details – they should be in the conversation.

•  Twitter: show your conversations

•  For pictures, offer tags so that you can pool your community’s images.

Page 10: CIPR Digital Impact - Changing Media and Online Newsrooms

Social Media Newsrooms: what we can we do

Social Media Press Releases: •  Embed video. •  Include links. •  Enable people to share the

story. •  You are writing for humans,

search engines, and social networking sites.

•  Improve navigation by tagging your release.

•  Don’t forget journalists – they want contact with a PR

•  Linkbacks, linkbacks, linkbacks…

Page 11: CIPR Digital Impact - Changing Media and Online Newsrooms

… and finally!

Remember, your audience can become your advocates.

Have a conversation with them!

Page 12: CIPR Digital Impact - Changing Media and Online Newsrooms

Where you can find me…

Julio Romo, MCIPR [email protected] www.twofourseven.co.uk

@twofourseven