Using Mobile, Social and Video to Generate Leads and Revenue
How news organisations are using social media to generate revenue
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Social Media: Building audiences and revenue Moscow, Russia 27 – 28 September 2012
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Transcript of How news organisations are using social media to generate revenue
Social Media:Building audiences and
revenue
Moscow, Russia27 – 28 September 2012
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Social media and revenue: indirect and direct
Audience engagement and intelligence
Photos by Karen O’D and Jos Dielis
Direct: Advertising and Monetising user content
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User engagement cycle
Casual(Just stopping by)
Connected(Signing up and engaging in light interaction)
Committed(Signing in because of personal benefit and engaging in heavy interaction)
Catalyst(Identifying as Guardian Readers, telling other people, linking to or blogging about us…)
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CasualBookmarking
TaggingAdding to GroupAttention Data
Connected
CommentingRatingVoting
EndorsingCommittedUGC
SoulmatesTools for Content &
UsersSocial Site Skills
Profiles
CatalystNetworking tools
Blogging toolsNetworked journalism
Attention&
Reputation
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Engagement strategy goes beyond social networks
Live blogging and specialist blogging
Crowdsourcing and networked journalism
Offline community supporting online community
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Indirect revenue: Building traffic and loyalty
Text
photo: by Anirudh Koul
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Al Jazeera: Building audience
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Live blogging: building engagement
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Leverage audience use of social network activity
Allow users to use their social network identity on your site
Allow users to see what their friends are reading and viewing on your site
Create experiences where social network users can interact around live events
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Social television
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Crowdsourcing: More engaged audiences
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Guardian: The benefits of engagement
Users who interacted with crowdsourcing projects “30 times more pages than the average user".
They “come back to more than one page a day”.
They “register with our site which gives us more data”.
Source: journalism.co.uk
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Indirect but important: Audience data
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Direct revenue: Social app ads
source: journalism.co.uk
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Niche blogs: Entertainment, food and sports
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Monetising user-generated content
Source: Mashable
