BEST CASES IN MULTIMEDIA JOURNALISM

Denis GurskyMedia Marketing Mom

WHAT IS THERE BEHIND SOCIAL MEDIA?

Iranian Elections, Jun 12, 2009

• Overcoming the government censorship and firewalls

• US State Department monitoring

• Mir-Hossein Mousavi calming the situation down

• People communicating with each other

WHAT IS THERE BEHIND SOCIAL MEDIA?

BP Gas oil spill, Jun 2010

• #oilspill in Top Twitter Trends

• 400,000 likes in FaceBook Group

• Photo uploads of the damage and protests

• OilReporter

• Google Crisis Response

WHAT IS THERE BEHIND SOCIAL MEDIA?

Horror of Haiti, Jan 2010

• Twitter or/and Facebook as reporting and monitoring tools

• SMS “Yele” to 501501

• Big Media use Social Media

• NPR case and social media competition

WHAT IS THERE BEHIND SOCIAL MEDIA?

Twitter Revolution in Moldova, Apr 2009

• Mass protests against communists coordinated with Twitter

• 10,000 young people

• #pman - “Piata Marii Adunari Nationale”

• Cell phones as an Internet communication tool

• Internet was switched off in Chishinau

• Many rumors about financing the campaign

WHAT IS THERE BEHIND SOCIAL MEDIA?

Explosions in Moscow Metropolitan, 29 Mar 2010

• 2 powerful blasts in subway, 38 victims

• Example of slowness and engagment of national TV channels

• Bloggers became reporters in 4 first hours

• 40 tweets per second

• 100,000 posts in 1 day

• Vice versa information flow

WHAT IS THERE BEHIND SOCIAL MEDIA?

Boycott of Lukoil, Feb 2010

• Car accident in Moscow, with Lukoil CEO, 2 innocent victims

• Concealment of info, live cam records erased

• stop_auto_murder@mail.ru

• Thousands of blogposts

• Music video with 46k pageviews in 1 day

MULTIMEDIA JOURNALISMThin border between multiplatform news delivery, reporting and Internet PR/Relations Management

4 ASPECTS OF MULTIMEDIA JOURNALISM DEVELOPMENT

• #1 DIY -- How to do it

• #2 ORGANIZATIONAL -- How to manage it

• #3 BUSINESS MODEL -- How to make business of it

• #4 SOCIAL IMPACT -- How to change the world

You know all of them. You use them every day.

#1 DYI -- HOW TO DO IT

WHAT YOU NEED MULTIMEDIA TOOLS FOR?

Journalist must be objective

Personal approach is allowed

Journalist has personal experience

Newsroom work only

Interview

Reporting

Story

News, News feature

Commentary, note, columns, opinion

#1

WHICH TOOLS TO USE

ComposingCapturing

Communicating

Sharing

+

#1

USEFUL MULTIMEDIA TOOLS FOR...

• Recording Skype Video Call

• Infographics and visuals

• Archive to Corporate Wiki

• Discuss and Crowdsource

• People Search

• Think SEO

News & Commentary

#1

USEFUL MULTIMEDIA TOOLS FOR...

• Fine tuned blog

• Internet Connection

• Audio and Video editing tools or FTP access

• Reporters Bag loaded

Reporting

#1

FAVORITE PIECEFast Company’s Infographics

#1

#2 ORGANIZATIONAL -- HOW TO MANAGE IT

convergent structures and management

CONVERGENT ENVIRONMENT

• LEVEL 1: Multiple Media Newsroom - Staff is separated by channel of communication

• LEVEL 2: Cross Media Newsroom - Staff is separated by Topics and submits to editorial staff of each channels

• LEVEL 3: Integrated Newsroom - Staff is separated by Topics serves all channels by themselves

#2

LEVEL 1: STAFF IS SEPARATED BY CHANNEL

• Österreich in Austria

• 167,000 copies daily

• Paper and Digital departments sit in the open space

• Website launch in mid 2006

• Digital journalists don’t work for paper publications and vice versa

Multiple Media Newsroom

#2

LEVEL 2: STAFF IS SEPARATED BY TOPIC

• RIA News in Russia

• Editors are responsible for topics: Economics, Politics, Business, International etc.

• Editors occupy the Superdesk in the middle of the newsroom

• Common screen shows the hot topics which must be taken into work

• Staff reports to relevant editors

Cross Media Newsroom

#2

LEVEL 3: STAFF IS SEPARATED BY TOPIC, BUT NO CHANNEL

EDITORS• Daily Telegraph UK

• Every journalist is responsible for the story in ALL channels

• Supporting spokes work for everyone

• News Hub is the centre of the news universe and is a place for meetings

• Meeting list is formed freely

Integrated Newsroom

#2

CONVERGENT ENVIRONMENTS

• Content is the only King

• Staff mixed by Platform

• Staff organized by Topic

• Tasks followed with Platform mark as a Format notion

• Deadlines are set not only for the Topic, but for the Format

• Story teller with new tools

#2

moving tables is not enough

SMALL MEDIA CHOOSE:FREELANCE CHALLENGE

• Market competence is high

• The supply is overwhelming

• Eastern countries participate

• oDesk revolution

• Black and reporting job outsource

#2

ODESK•Easy to register•Money cashback•All professions, global geography•Flexible price scale

#2

TRUST LOOSE

#2

BIG MEDIA CHOOSE:CITIZEN JOURNALISM

• Customer engagement

• Creating a trusted network of alerts

• Crowdsourcing in BTL form

• Hyper-local trend catch

• Segmentation in content

#2

OMYNEWS•Was archived in order to debate on Citizen Journalism itself•Is searching for CJ organizations around the world offering membership•Does that mean the idea collapse?

#2

#3 BUSINESS MODELwhat’s going on in the media consumption habits and where the

new demand and approaches are

BEHAVIOR CHANGE#3

“Dear Diary...” Expression Blogs/Podcasts

Sportsman, Rich, Pretty, Funny Self esteem Online communities ad

games, “Friends

Party with friends, where same clothes, write notes Socialize Email, SMS, Phone

Don’t talk to strangers, call me when home Security Cell phone

TV/Music/games Basics HDTV/iPod/video games/Internet

Calls/Letters Communication Email, Twitter, Social networks

Cable TV, CD’s Control Digital Record, Downloading

Player, Street phone On the run iPod, cell phone, smartphone

Gfk Research Summit 2010: Understanding the Ant Hill: How Messages Morph into Social Environments

1989

2010

WHERE THE CONSUMER IS HEADING TO

• Mobile

• Networked

• Interactive

#3

• Copyright

• Payments

• Body

YES

NO

CONTENT LIKE WATER

• Easy access

• Almost free

• Replicable and copy/pastable

• Additional to everything else

• Service-like value scale

#3

BIG CHANGE IN CONTENTwhen media is free, free of copyright and is bodiless

Linear

Text Internet

Copyright

Advertisement

Professional Creators

Cash

Monologue

Interactive

Audio and Video

СС

Advertisement and Content

Users and Prosumers

Attention

Dialogue

2004-2010

#3

KIND OF BAD NEWS

• Point of view is defined by the point of sitting

• News are wanted be an entertainment

• News have to attract attention

• News follows to be the marketing of the media source

#3

SOCIAL MEDIA SOCIAL IMPACT

The world is getting less and less intimate!

Everybody becomes media

WHEN EVERYONE IS MEDIA, ATTENTION - IS A NEW

CURRENCY

#3

1.Consumer wants to decide when and how

to get the content

2.Creation of Content

in digital format suitable for distribution in every

network

3.Managing the Content

keeping, meta-tagging, catalog, search

4.Distribution TV (satellite, cable,

Internet), website, own prints, podcasting

5.Sales new payment schemes and services, key role of

partnerships

6.Marketing multi channel: from

branded events to PR 2.0. Quality CRM - Efficiency

OPEN MEDIA COMPANY

#3

ONE SMALL DETAIL ABOUT EACH OF SUCCEEDERS

#3

#4 SOCIAL IMPACTIs there any?

SOCIAL CHANGE

1.Social media is closer to people and allows personal approach

2.Donations and Social Help

3.True interactivity and people communicating

4.Developing countries embrace the change of media in Internet

5.Breaking news means Internet

THANK YOUDenis Gursky

Media Marketing Momdg@mmmgroup.com.ua