bill mitchell session #2 imim 2013: the what of project innovation
TRANSCRIPT
![Page 1: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/1.jpg)
International Media Innovation Management
Session #2, Project Innovation: The WhatTrends, tools of recent media innovation
Bill Mitchell, [email protected] September, 2014
Vienna
![Page 2: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/2.jpg)
What’s the audience? What’s the problem?:
![Page 3: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/3.jpg)
![Page 4: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/4.jpg)
![Page 5: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/5.jpg)
![Page 6: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/6.jpg)
![Page 7: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/7.jpg)
A case study
Imagine that the founder of Amazon.com is thinking about acquiring a media company.
He needs to make a presentation to his board explaining what innovations from
Amazon.com he’ll apply (one way or another) to the media venture. The
presentation is later today. He’s given your team 20 minutes to come up with your best
ideas.
![Page 8: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/8.jpg)
1970’s & 80s’s: The pre-Web decadesMinitel in France
![Page 9: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/9.jpg)
Knight-Ridder’s Viewtron
![Page 10: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/10.jpg)
July 1992
![Page 11: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/11.jpg)
Innovation lesson:
Assume nothing about technology
![Page 12: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/12.jpg)
Early experiments in digital publishing (1993, pre-web)
![Page 13: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/13.jpg)
![Page 14: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/14.jpg)
![Page 15: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/15.jpg)
Audiotext, circa 1993-94
Mercury Center offered sports scores stock quotes, etc. by phone:
499-4949
![Page 16: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/16.jpg)
Audiotext Opportunity
• Interest among Chinese-Americans in checking stock prices by phone throughout the day
![Page 17: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/17.jpg)
Audiotext Problem
• The phone number we chose – 499-4949 – is a popular number because of the California Gold Rush of 1849
• But that number also signifies “everlasting death” in Chinese Numerology (not the ideal number for investors to rely on in checking their holdings!)
![Page 18: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/18.jpg)
Innovation lesson:
Understand the needs and cultural differences of all your stakeholders
![Page 19: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/19.jpg)
The fundamental problem
![Page 20: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/20.jpg)
Ongoing challenge: Old media is collapsing more quickly than new media can be created. (Clay Shirky)
![Page 21: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/21.jpg)
What’s remained the same
• People need news• People need info about products & services• People care about one another• People care about their community
![Page 22: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/22.jpg)
What’s changed:
• People are sources & distributors of news• People are sources & distributors of
product info• People use media to express their interest
in one another • People use media to improve their
community
![Page 23: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/23.jpg)
Some key trends: user-generated content
![Page 24: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/24.jpg)
Audience: Pregnant Poles & familiesProblem: No reliable info on careSolution: Enlist pregnant women to
evaluate hospital quality
![Page 25: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/25.jpg)
![Page 26: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/26.jpg)
![Page 27: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/27.jpg)
Crowdsourcing with “plane-spotters” around Europe: Who’s using the president’s plane?
![Page 28: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/28.jpg)
Key trends: Social passes search as traffic driver for news
![Page 29: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/29.jpg)
Key trends, continued: Verification of news
![Page 30: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/30.jpg)
![Page 31: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/31.jpg)
Key trends, cont.: The “appification”of news
![Page 32: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/32.jpg)
Key trends, cont.: Audience-based delivery (vs. publication-based)
![Page 33: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/33.jpg)
Key trends, cont.: Data-driven news
![Page 34: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/34.jpg)
Gamification
![Page 35: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/35.jpg)
Journalist as personal franchise
![Page 36: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/36.jpg)
Some tool tips: Facebook
![Page 37: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/37.jpg)
Finding & refining audiences using Facebook Graph Search
![Page 38: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/38.jpg)
More with Facebook Graph Search: Austrians living in Boston
![Page 39: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/39.jpg)
An inside source for you at Facebook
![Page 40: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/40.jpg)
How journalists can use Twitter
• Seek info as you begin your reporting (note New York Times example)
• Stay connected with sources (create a Twitter list like imimtwitter13 list – public or private)
• Find & capture reaction (great for events where lots of people showed up but scattered)
• Use Topsy to search old (3-4 years) Tweets• Twitter critical to your post-publication strategy
![Page 41: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/41.jpg)
![Page 42: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/42.jpg)
Introduction to Storify
• Tk – perhaps show one as an example…
![Page 43: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/43.jpg)
Behind the scenes with Storify
![Page 44: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/44.jpg)
Basic business models
• The tension between reach & revenue– Advertising revenue– Subscription revenue
• Crowdfunding (Krautreporter, etc.)• Membership plans• Do journalism – but sell something else
![Page 45: Bill Mitchell session #2 imim 2013: The What of Project Innovation](https://reader035.vdocuments.us/reader035/viewer/2022081603/5592790a1a28ab20238b472c/html5/thumbnails/45.jpg)
Your project, revised
• Create a new post at http://imim2013.wordpress.com/Your Name revised: headlineSharpen your framing of the various categories – audience, audience problem, innovation project, etc. etc.