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five drivers of
change in news
engagement and
share-ability
mojodiscovery paper
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Our initial research in the area o news, social media and paid content has un-
covered a range o issues and opportunities worth considering in the context o a
uture social media strategy. This document outlines fve emerging subjects:
1. Personality First
2. Subject Fragmentation
3. Curation Nation
4. Eventisation
5. Good Looking Stories
Prepared by Publicis Mojo. August 2011
introduction
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Ever since the early days o social
media, many in the media industry
have expressed the gloomy view
that social media would level the
playing feld and usher in the age
o citizen journalism. They warned
that average people, armed with
social technologies, would displaceproessional journalists, possibly even
render a vital proession obsolete.
These doomsdayers couldnt have
been more wrong. Recent events
suggest that elite journalists,
particularly those with personality,
can be even more marketable than the
networks and the mastheads that they
work or.
Some in the media industry are citing
the recent career moves o Oprah
Winrey and the controversial Glenn
Beckboth o whom have recentlystarted their own networksas early
indication that personality-driven
news networks might be the way o
the uture.
Interesting to note that Glenn Becks
news website (The Blaze) was getting
1.personality first
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For many years, newspapers have
used a tried-and-tested ormat:several sections are bundled together
and sold as one newspaper.
Whats interesting is that newspapers
now ace competition rom several
angles. Instead o being replaced by
a digital version o itsela complete
virtual newspaper that includes all
the same sections that one would
expect to fnd in a real newspaper
newspapers are being challenged,
section by section, by a number o
varying communications technologies
better suited to deliver that content.
Which is to say, the communicationsplatorms and technologies that
challenge the sports section o a
newspaper, arent the same as the
technologies that challenge the
weather section, and so on.
For instance:
WORLD NEWS is being sought
out directly rom the sources that we
used to syndicate it rom: Australian
audiences are going directly to The
Guardian, BBC and The New York
Times or world news.
2.subject fragmentation
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BUSINESS NEWS is delivered
as alerts and tracked via apps and
dashboards. Banking and share
trading tools provide insights also as
part o their service.
SPORTS aces competitionrom streaming video, IPTV, time-shit
viewing, pay-per-view, and video-on-
demand. These technologies can be
used to deliver highlights or even ull
games. Twitter is a convenient way
to ollow tennis and cricket scores on
your mobile
WEATHER is being provided by
mobile apps that are at arms reach,
have the users geo-location data, and
are very accurate
ENTERTAINMENT news is being
provided by gossip blogs like Perez
Hilton. Practically all celebrities now
update their ans immediately and
directly via Twitter. The TV guide is
built into the digital TV.
LIFESTYLE is being impacted by
tablet computers including the iPad,which oer a great user experience
and through the iTunes store, are
able to deliver better-than magazine-
quality content aster and cheaper
than a newsagent can.
TECHNOLOGY reviews are
oered at more complete product
review websites. News is being
delivered immediately by websites like
Wired and Mashable.com; key note
speeches on technology trends are
being delivered at TED.com
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newspapers are being
section, by a number of
technologies better
that content.
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challenged, section by
varying communications
suited to deliver
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In a single minute there are 98,000 +
tweets, 1,500 new blog posts, 510,040
comments made on Facebook and
600 videos uploaded on Youtube. Our
cup runneth over with content. The
challenge now is how to sort and
flter through all this content to fnd
what your interested in. In this ageo inoglut, we dont need more or
better sources. We need a better way
to identiy and curate credible and
relevant content.
Oslo Attacks
A ew tech savvy media companies,
including the Washington Post, ound
that by editorially curating quality
social media channels, they could
cut out the noise associated with a
raw Twitter eed and still relay key
inormation at Internet speed. The
3.curation nation
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Washington Post created its own
curated Twitter list o Norwegian
journalists, a crisis expert and
an American translator. None o
whom had any association with the
Washington newspaper.
http://goo.gl/prbz
Google Art Project
Curate and share your own collection
o masterpieces rom the worlds most
acclaimed art museums.
http://goo.gl/HujCJ
The Guardians Comment Network
British newspaper The Guardian
have created a hub eaturing original
content rom the publication, as well
as content rom afliated sites.
http://goo.gl/2T37p
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Broadcasters, the flm, music and
gaming industry have been turning
the release o new content into a
major event since the dawn o time.
Pre-promoting their wares, weeks,
months, sometimes in even years
in advance in a bid to capture that
all elusive audience when it mattersmost, opening night/week. More
recently politicians and publishers o
the written word are ollowing suit to
grab the attention needed in those all
important moments to win votes and
make the bestsellers list.
Bing/Decode Jay-Z
To build anticipation or the launch
o his book Decoded Jay-Z teamed
up with Bing. The autobiography
was seeded out into the real world
one page at a time in a number o
innovative ways, on billboards, on the
4.eventisation
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bottom o swimming pools, wrappedon a car and even on custom made
Gucci jackets. Fans were able to track
down each new page through Bing
maps and clues let within the search
engine and social media sites. As a
result the book hit the best sellers
list or 19 straight weeks. Jay- Z grew
his Facebook ans by one million and
Bings search queries grew by 11% in
just one month.
http://goo.gl/sTav9
The New Yorker
The Digital Revolution: An iPad
Anthology is the inaugural collection
o technology articles curated by
the New Yorker. While part o their
traditional subscription-based content
model, theyve opened up the series
reach and appeal, establishing a newacquisition channel by including it in
the iTunes app store.
Glee
Glee produced a Madonna tribute
episode called The Power o Madonna.
To pre-promote the episode they
created a remake o her Vogue
music video eaturing one o the key
characters, cheerleading coach SueSlyvester. The video was a social
phenomenon, delivering the highest
ratings o the series or the show. An
accompany EP eaturing Madonna
covers was released with the airing o
the show, selling 98,000 copies in its
frst week.
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implication
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more recently
politicians and
publishers of the
written word are
following suit to
grab the attention
needed in those
all important
moments to win
votes and make the
bestsellers list.
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As technology continues to raise our
expectations o news, the way a story
looks is becoming just as important as
the story itsel. No longer just an act
o reading, news consumption is now
a multi dimensional, multi sensory
experience.
Bringing design thinking to news
reporting and storytelling can
dramatically increase audience
engagement and share-ability. More
importantly, art direction can add
a layer o own-ability and value to
otherwise un-own-able content.
Now the crowd has the access and the
tools to report the news. Storytelling
and design however are not yet
commoditised. These areas present
huge opportunities or journalists and
news organisations to take the lead.
Brian Storm, ounder o multimediastorytelling publication MediaStorm
comments, when everyone has
access, that is disruptive and causes
chaos. Access is the territory that
journalists used to own and now they
look at what is happening with the
crowd.
5.good looking stories
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This doesnt make me earul; it
makes me excited.
We, as journalists, also have
to elevate our game. From my
perspective, this actually helps long-
orm in-depth journalism since the
crowd is less likely to go that direction.
In act, theyre taking some o the
burden o o us in producing and
discovering the things that waste our
time. For me, the larger question
is why we are wasting our time and
skills covering stories that the crowd
is all over. Why are we, as proessional
journalists, allocating our resources
or such daily, perishable stories? We
should be allocating them or things
that are in-depth, investigative and
require the kind o expertise and
proessionalism that we have.
http://goo.gl/rlcMb
Storm also discusses the link between
high quality, designed content and
share-ability:
Your riends are trusted sources.
Theyre helping to screen a massive
amount o inormation that you have
access to, helping to flter in the
good stu, which again is why I really
believe quality is the key. I you just
push out a bunch o drivel, no one is
ever going to orward it to a riend.
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it is designed like a
beautiful piece of music.
it has the discipline to
play only the high notes
that matter most.
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thank you
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