ABC and web 2.0
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‘Social geometry experiment’ cesaharada cc
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An presentation on how the Australian Broadcasting Corporation is using social media and web 2.0 technologies. Including case studies, challenges, lessons learned and future directions
Transcript of ABC and web 2.0
‘Social geometry experiment’ cesaharada cc
Monique PottsSenior Producer - Strategic Development
ABC and Web 2.0
Trends in Australian and ABC audiences
ABC case studies
Challenges
Lessons learned
Future directions
Trends in Australian online audiences
Social media activities more mainstream
Increasing uptake in older audiences
Growth in reading blogs and wikis
Growth in accessing UGC
Uptake mobile social media
Growth of Facebook and Twitter
Neilsen Consumer Generated Media report 2008-09
Facebook surges in 2008-9
‘Social network’ Paolo Margari cc
Audience trends at the ABC
Half regularly use social networks
91% of these have a Facebook profile
25% MySpace 23% Linked In
Most use social networks to stay in touch with family and
friends
What people are interested in
Getting content recommendations from the ABC (73%)
Getting email updates (72%)
Seeing recommendations from others on ABC (65%)
Being part of an ABC Online community (60%)
Seeing how others rate ABC content (58%)
Connecting with other people with similar interests (55%)
Audience comments
“ I don't think ABC should be creating another social media, they should be integrating into the existing ones.”
Audience comments
“Just looked up at my 14yo engrossed in her facebook pages. I like that stuff in principle but it all feels a bit, well, naff. Grow it up and you've got me”
Audience comments
“The more the better! I am a mid fifties "typical" ABC user but, through my children, have begun to use Facebook, blogs and other online technologies and I love it”
‘Pop art on my twitter followers’ Luc Legay cc
ABC and Web 2.0
Audience as producers and active consumers
Lots more User Generated Content (UGC)
Using other platforms Eg Youtube, Twitter,
Online communities
Greater engagement with audiences
774 ABC Melbourne Twitter Feed
Q & A Twitter Feed - #qanda
Radio National Pool
Gruen Transfer
The Making of Modern Australia
Fanging It
Summer Heights High – MySpace
Summer Heights High – Facebook group
Artpost
ReFace – Art on the Street
Challenges
Working with external platforms
Resources to moderate communities
Licensing
Infrastructure/systems
Lessons learned
Syndicating content to other platforms
Staff can champion technologies
Manage risks don’t avoid them altogether
Managing Risks
Moderation policies
Moderation training
Editorial Policies
Future Directions
Syndicating content – widgets, fan communities
Greater personalisation, recommendations
Guidelines for use of other platforms
More ‘on-ramps’ for interactivity Eg. polls, rating
‘Town square’ online
Mobile social media
‘Social network fatigue’ Michael Marlatt cc
