module 01.online journalism and social media

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Module 1:

Online Journalism and

Social Media

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Multimedia Journalism: Over 100 editorial staff trained

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Improving multimedia skill sets• Research faster: Google

• Monitor: RSS, Alerts, Build own iGoogle page

• Email/chat interviews

• Blog: Set up blog using Blogger, Wordpress

• Capture and edit digital audio: MP3 players, Audacity

• Capture and edit digital pics: Picasa, Photoshop

• Produce an audio slide show: PhotoStory, Soundslides

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20th Century ReportersCan source, gather, write, edit, produce the news.

Can use email, chat, Skype, mobile phones, webcams, social networks, the web to research, source, gather, distribute, promote, syndicate, self-brand, produce, publish, sell to global markets.

Can script, edit and produce multimedia stories Can record and edit digital audio, shoot and edit digital

photos and videos. Can maintain websites, blogs and aggregate content Can moderate online forums, live chats, develop community Can programme online databases

21st Century Reporters

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“If the only tool you have is a hammer, every reader looks like a nail.”

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“The nails are talking to each other.”

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Old Media vs New MediaHigh cost of entry, few players, restricted by licensing

Low/no barrier of entry, many players

Monologue, one-way media, controlled, few producers

Dialogue, everyone can be part of the conversation or be a producer

Single print product, locked to deadlines, delivery time

Timeless, living document updated as- and-when or 24/7

Fixed schedules, eg: 8 pm news Time-shifted, place-shifted.

One-time use, only one way to consume

Published in multiple platforms, many ways to consume, infinite repeats

Tied to distribution area, geography Borderless, accessible anywhere

Advertisers dependent on media owners

Advertisers can go direct to consumers. Readers/audience can go direct to news source.

Lean-back, content-driven Lean-forward, intent-driven

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Why social media?1. We cannot be everywhere: social media allows

us to access the masses to get leads, photos, videos, generate story ideas, connect to sources.

2. Traffic from social networks on the rise: referrals to news sites from blogs, Twitter, Facebook, photo/video sites are on the rise.*

3. Social media skill sets enable us to tell our stories in new ways. We can shape conversations, engage communities, create and moderate discussions and deliver a better news experience.

4. Explosion of new apps and tools driving innovation on how media is consumed, created, distributed, shared and enjoyed.

* Link: http://bit.ly/socmedj

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Objectives of this training

• Learn how to use social media applications and tools as part of your online skill sets

• Understand social media from a news business perspective

• Final exercise: Pitch a viable project to management that will

a. raise traffic

b. engage the community

c. provide learning opportunities

d. possibly, make money

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1.Spreadable media

2.Livestreaming

4.Mobile apps

7.Personal branding

5.Community management

3.Crowdsourcing

6.Metrics

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One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio….

What’s social media?

17…it’s people connecting online

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What is social networking and social media?

• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc

• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPE

Copyright: Lee & Sachi LeFever, CommonCraft.com

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Where Is Everyone?

F. L. Y. T. B.

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To sum up: By the numbers…• 700m users• Malaysia: >10 million

• 100m users• Malaysia: 485,000

• 3 billion views daily• 48hrs of video uploaded/1 min

• 200m users• Malaysia: >1 million

• > 200m bloggers

Source: Socialbakers.com, Facebook, Linkedin, Youtube, Twitter, GreyReview

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3,000,000,000 videos viewed per day

48 hours

(Source: YouTube fact sheet)

of new video uploaded

every minute

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83% have watched video clips

Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09

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have joined a social network

Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) *

>10mon Facebook in Malaysia.

(Apr 2011) **

*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09**Source: Facebook, GreyReview.com as of Apr 1, 2011

66%

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Study: Malaysia is No 1

• Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217)

• Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)

Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.

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Facebook users in Southeast Asia

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

Indonesia 26,598,240 32,129,460 35,177,260

Philippines 16,349,240 18,901,900 22,376,740

Malaysia 8,136,780 9,544,580 10,088,720

Thailand 5,376,700 6,914,800 8,699,080

Singapore 2,273,440 2,437,520 2,318,060

Oct 01 2010 Jan 01 2011 April 1 2011

Source: Facebook, GreyReview.com, as of Apr 5, 2011

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Facebook users globally• 700m active users as of June 2011*

• 50% log in everyday, Avg: 41 minutes/day **

• Average user has 130 friends

• Average user is connected to 60 pages, groups and events

• Average user creates 70 pieces of content each month

• About 70% of users are outside USA

• Over 100m access it using mobile devices. Source: *Socialbakers.com, **http://www.facebook.com/press/info.php?statistics

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Twitter: Asia on the rise

*Source: Semiocast study, 2.9m messages, over 24 hours on June 22, 2010. http://semiocast.com/pr/20100701/Asia_first_Twitter_region

Study: Japan, Indonesia, Korea, other Asian nations account for 37% of all tweets. USA down from 30% share to 25%.*

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The Internet circa 1993

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Internet in 2011

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33*Mobile penetration: 121% **Internet penetration: 64.6%

Force 1: Rise of access

*Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09

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Force 2: Media fragmentation

Opinion forming elite• One-way, one-to-many• Sole or few sources

dictating schedules and headlines from top-down.

• Very little engagement or feedback encouraged and even these are edited.

Here it is, you decide• Many-to-many• Bloggers, tweeters,

podcasters, aggregators, producers, commenters post in their own time

• Many sources engage in the conversation from grassroots-level.

Mass media >>> Masses of niche media

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Force 3: Empowering the many with diverse media options

ThenWord-of-mouthPrint: eg. news, direct mail, newsletters, magazinesBroadcast: TV, radioAdvertisingPublic relationsTelephoneDirect MailContestsResearch reportsFace-to-face

NowWord-of-mouseEmailWebsites, Forums, Chat roomsBlogs eg.Wordpress, Blogger, Tumblr

Social networks eg. Facebook, LinkedInMicroblogging eg. Twitter

Video-sharing eg. YouTube

PodcastsMobile apps eg. iPhone, Android, iPad, TabletsVideo chat eg. Skype, Facetime

Search Engine MarketingViral marketing

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Newsmakers have gone social

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Sign of the times

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Malaysiakini has trained over 180 CJs in 18 months

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“The audience is on the field and wants to play the game,” Richard Sambrook, ex-Director, BBC World Service

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People “formerly known as readers”• Spoilt for choice

• Media agnostic: No single product/brand loyalty (destination sites/portals waning)

• Frustrated with all-in-one package, want customized media

• Want to be part of process, more engagement

• Increasingly media-savvy and empowered

• Emerging as new generation of video producers, creative class of their own

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Reporters are sourcing ideas for stories from social networks

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Reporters are sharing stuff on social networks

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Reporters have gone mobile• Bernama: Over 20 Blackberries,

100 laptops with 3G accesss

• Mobility and Speed: Can file stories from anywhere, no rush to come back, no inconvenience of searching for net access, manage operations on-the-go, even weekends eg: alerts, emails, assignments.

• Always-on: Useful abroad when covering ministers, filing between stops, in airport lounges, taxis

• Less mistakes: No voice mistakes (eg: 18 vs 80), can rectify mistakes quickly.

Mikhail Raj Abdullah @ Mike (left), Editor, Economic Service Newsdesk, Bernama

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“At VG, we have moved away from deciding what they should read to making content available when it is convenient for them; from delivering our content, to creating content with our readers. I have banned the use of the word ‘deadline’. We talk about the BIRTH of the story. We print a few lines and then we ask ‘What can we do more?’. The most important words we use: ‘We will be back shortly.’ It builds expectations.”

Espen Hansen, Editor-in-Chief of VG Multimedia, leading news site and newspaper in Norway

Audio: http://www.archive.org/details/trinetizenEspenHansenVG

http://blog.trinetizen.com/wordpress/?tag=espen-hansen

“I have banned the word deadline”

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It’s not about print vs online, it’s about engaging the communities

we serve with stories they want

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Whither print?

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Average Circulation - English Language Daily Newspapers (Pen. Malaysia)

136,530

304,904

25,041

270,506

295,479

120,770

23,369

287,935

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

New Straits Times The Star The Edge Sun

2005-06 2006-07 2007-08 2008-09

-7%

+6%

-3%

-12%

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Average Circulation - English Language Sunday Newspapers (Pen. Malaysia)

156,910

313,609 304,357

141,986

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

New Sunday Times Sunday Star

2005-06 2006-07 2007-08 2008-09

-3%

-10%

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Average Circulation of NewspapersEnglish Language – Sabah (2007-09)

-4%-0.4%

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Average Circulation of NewspapersEnglish Language - Sarawak(2007-09)

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0

500

1,000

1,500

2,000

2,500

3,000

88-8

9

89-9

0

90-9

1

91-9

2

92-9

3

93-9

4

94-9

5

95-9

6

96-9

7

97-9

8

98-9

9

99-0

0

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

'00

0Average Circulation of Total Newspapers

Peninsular Malaysia (1989 – 2009)

-3%2,482

53

0

200

400

600

800

1,000

88-8

9

89-9

0

90-9

1

91-9

2

92-9

3

93-9

4

94-9

5

95-9

6

96-9

7

97-9

8

98-9

9

99-0

0

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

'00

0Average Circulation of Daily Newspapers

By Language – Pen. Malaysia (1989 – 2009)

B. Msia +0.2%

English -1.3%

Chinese -7%

Note : Average net sales data for Kwong Wah 08-09 not available

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927,586

830,998

736,981

832,718

727,553

863,976

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

Bahasa Malaysia English Chinese

2005-06 2006-07 2007-08 2008-09

Average Circulation by Language Total Daily Newspapers (Pen. Malaysia)

Note : Average net sales data for Kwong Wah 08-09 are not available.

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Average Circulation by LanguageTotal Sunday Newspapers (Pen. Malaysia)

470,519

1,240,413 1,206,040

446,343

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

Bahasa Malaysia English

2005-06 2006-07 2007-08 2008-09

-5%

-3%

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0

200

400

600

800

1,000

1,200

1,400

88-8

9

89-9

0

90-9

1

91-9

2

92-9

3

93-9

4

94-9

5

95-9

6

96-9

7

97-9

8

98-9

9

99-0

0

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

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0Average Circulation of Sunday NewspapersBy Language – Pen. Malaysia (1988 – 2009)

B. Msia-2.8%

English- 5.1%

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Average Circulation – Bahasa Malaysia Daily Newspapers (Pen. Malaysia)

324,097

197,952192,982

115,967 129,633

338,552

181,346183,187

0

100,000

200,000

300,000

400,000

500,000

600,000

Berita Harian Utusan Malaysia Harian Metro Kosmo

2005-06 2006-07 2007-08 2008-09

-8%

+4%

+12%-5%

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Total Circulation: 2,424,247

Newspaper ADEX vs Average Daily Circulation July 2008 – June 2009 (Pen. Malaysia)

Total ADEX: RM 2.44 billion

Note : Adex includes titles audited by ABC only.

Source : ABC & Nielsen Media Research

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Average Circulation of Daily Newspapers Grouping By Company –

Pen. Malaysia (July 08 – June 09)

Total circulation : 2,424,247

Sin ChewChina PressGuang Ming

Berita HarianHarian Metro

New Straits Times

Utusan MsiaKosmo

The Star

The SunThe Edge

Kwong WahOriental Daily News

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“The Roman Empire that was mass media is breaking up, and we are entering an almost feudal period where there will be many more centers of power and influence.” Orville Schell, Dean,UC-Berkeley journalism school

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Signs the empire is crumbling

• Little or no innovation, R & D• Shackled to sticking to the knitting mentality,

management have lost touch with customers/readers/audience, do not fully embrace change of any kind

• A frenzy of redundancy, producing more of the same, no bias for creativity or technology

• Active inertia* – Relying on the past and taking small measures which aren’t focused, measurable, and internalized by whole organization

* Ref: Don Sull, Revival of the Fittest

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Other warning signs of a crisis

• Exorbitant executive salary of top management

• Lack of transparency and accountability when changes are made

• Rise in customer complaints

• High criticism of flagship product in blogs

• Unusual staff turnover

• Employee discontent

• Infrastructure starting to break down

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The Star Online pageviews

41,172,468

22,511,209

29,225,471

41,741,52641,259,504

50,353,044

50,869,534

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

2002 2004 2006 *2008/9

Average Pageviews per month

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Growing the online and mobile pie

Where you are now: – Average monthly pageviews = 50m– Unique visitors = 4m– Average time spent = ?

How do we grow exponentially?– 500m views, 40m visitors and lengthen the

time spent on our sites

How do we get more people to access our sites via mobile and social networks?

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Challenges• Fear of change.• Individualistic nature of journalists, editors.• Silo thinking in editorial sections/ad depts• Online and mobile news sites not generating

enough revenue as print.• A few big media turning away from search

engines and setting up paywalls (may fail). • Print still regarded as priority – online not

fully embraced by management or developed as independent entity.

• Competition from unlikely competitors continues to grow.

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Opportunities• Multimedia-skilled, multi-taskers will

thrive.• Greater community participation in the

journalism process by engaging with public. • More accountability and transparency by

tapping into public’s experience, knowledge and creativity.

• Individual journalists may be able to break out on their own and create new ventures for the company or themselves.

• Experiments in media innovation (eg: hyperlocalism, crowdsourcing) may create new business models to replace outdated models.

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“In the past you were what you owned. Now you are what you share,”

Charles Leadbeater

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Hint: Share some stuff and start the conversation.