innovations with citizen media

Media 2.0Matthew Buckland | GM: New Media

innovationswith user generated content

Matthew Bucklandwww.matthewbuckland.com

Media 2.0Matthew Buckland | GM: New Media

Who am I?24.com, Cape Town, South Africa

Media 2.0Matthew Buckland | GM: New Media

Media 2.0Matthew Buckland | GM: New Media

Media 2.0Matthew Buckland | GM: New Media

Rank Name1 Google2 Microsoft3 Facebook4 Yahoo5 24.com6 Wikimedia

7 eBay

8 Barclays Bank

9 Standard Bank

10 FNBCOMSCORE

Media 2.0Matthew Buckland | GM: New MediaBusiness model

The business

3.7m Users

Media 2.0Matthew Buckland | GM: New Media

Thought Leader modelHarnessing UGC, to deliver quality, useful and relevant content

Media 2.0Matthew Buckland | GM: New Media

Own journalists, columnists, bloggers, up and coming writers, commentators, academics, CEOs, intellectuals and opinion makers across various industries and political spectrums all share a platform to provide thought-provoking, quality writing.

Media 2.0Matthew Buckland | GM: New Media

Media 2.0Matthew Buckland | GM: New Media

Blog hybrid

Editorial blog

Closed UGC

Intelligent UGC

Open source

Webby Honoree

Media 2.0Matthew Buckland | GM: New Media

Columnists 2.0: Hundreds of contributors/ ”columnists” free to contribute at own pace and schedule. Write directly into CMS.

Media 2.0Matthew Buckland | GM: New Media

All submissions edited, even comments.

Basic guidelines: must be about issues and not daily diaries about personal lives.

Media 2.0Matthew Buckland | GM: New Media

Don’t pay contributors. Write for passion, peer recognition, influence, profile and to make business.

Media 2.0Matthew Buckland | GM: New Media

Media 2.0Matthew Buckland | GM: New Media

4 key principles. How media can integrate

user intelligence, intelligently.

Media 2.0Matthew Buckland | GM: New Media

Media confused about blogs and UGC in early days, not sure of its role

Should relish being control freaks about content

Should not be hands-off blog hosters for just any content

Wikipedia actually not that different (also gate keeps)

1. Don’t abandon gatekeeping

Media 2.0Matthew Buckland | GM: New Media

Elevate expert readers & selected community members from comments areas

Open & extend columnists/by invitation

UGC from “closed network” of users

Influential contributors attract networks to your site

Not about the money: prestige, peer recognition plays a role

2. “Not all readers equal”

Media 2.0Matthew Buckland | GM: New Media

The differentiator in an increasingly chaotic digital world where just about anyone can be a writer, journalist or photographer.

But at same time, media cannot ignore the power of citizen media and user-generated content.

New brands allow you to be more experimental

3. Media is about quality

Media 2.0Matthew Buckland | GM: New Media

Media can do more to make readers part of publishing process

Collaborate: Look at blogger-media partnerships

Tackle micro niche content areas & find new readers

Be flexible about copyright

Share ad revenue with contributors

Share traffic with contributors

4. Partnerships

Media 2.0Matthew Buckland | GM: New Media

the quid pro quo

Media 2.0Matthew Buckland | GM: New Media

Some examplesWhat’s working, and what’s not

Media 2.0Matthew Buckland | GM: New Media

Steve Jobs heart attack post highlights citizen journalism perils – Macworld.com

Should Citizen Journalism Be Placed Under Citizen's Arrest? – technewsworld.com“ Wall Street Gets Sucker

Punched By Main Street Via CNN iReporter- iphonesaviour.com

Steve Jobs Had No Heart Attack...And Citizen Journalism Just Failed - ReadWriteWeb

”

Media 2.0Matthew Buckland | GM: New Media

rubbish.Not citizen journalism that failed, but media’s implementation of it.

Instead of limited gate-keeping structure, they opened themselves up to risk.

On a story this size there should be fact-checking mechanisms in place.

Media 2.0Matthew Buckland | GM: New Media

Khaya Dlanga: 6-million+ views

Media 2.0Matthew Buckland | GM: New MediaBlogger-media partnership, covering political

event

Media 2.0Matthew Buckland | GM: New Media

New revenue modelsMonetising user generated content

Media 2.0Matthew Buckland | GM: New MediaTraditional online advertising

Media 2.0Matthew Buckland | GM: New MediaShared-revenue blog sponsorship

Media 2.0Matthew Buckland | GM: New Media

“bloggertorial”Blogs for company CEOs; Company

Gets traffic of Thought Leader platform Clearly defined advertising area

Another way to get advertising message across

Media 2.0Matthew Buckland | GM: New Media

some stats6,296,633 reader words2,591,619 contributor words

On an editorial budget of €0

...turning traditional media model on its head?

Media 2.0Matthew Buckland | GM: New Media

thank you & questions available @

www.slideshare.net/matthewbuckland

contact @ matthewbuckland@gmail.com