international the power of the masses real mass communication bert wiggers director new media sanoma...
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INTERNATIONAL
The Power of the Massesreal mass communication
Bert Wiggers
Director New Media
Sanoma Magazines International
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How it all started
• In 1995 a bi-annual survey amongst the readers of Intermediair
• In cooperation Hay Management Consultants
• Normally we published articles in magazine
• Now we used the database for a interactive search basis voor interactief Salariskompas
• And now people wanted to share their own information
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Respondents ‘LOOPBAANENQUÊTE’
respondents inquiries sentDirect mail 2.921 10.000Magazine 2.178 250.000Internet 2.379
Combined with the 1995 results we had 12,000 people in database. This was where Hay wanted to quit.
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Sharing: revolution in publishing
• Publishing has always been about broadcasting, target groups etc.
• Publishers not really interested in individual readers or visitors
• Audiences don’t have access to platforms• Therefore an individual could hardly get
relevant information• Solution: sharing information
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Sharing: newsNU.nl is no.1 Dutch news site
NuFoto gets 30 photo’s per day from readers
Now selling to news agencies
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Sharing: newsAfrica News is trying to get news focus on Africa
Reporters in the whole continent
Text, video, photo
Selling to regular agencies
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Sharing: experiencesKieskeurig.nl
Product comparison site100,000 products600,000 reviews
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Sharing: experiencesZoover.nl
119,000 accomodations480,000 reviews
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Sharing: knowledge
Wikipedia
2,3 mio articles (in English)
Shows history and disputes
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Sharing: social contactsFacebook: social networking
Launched in 2004
80 million users
2 mio new users per week
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Sharing: opinions
Nujij.nl
All articles written and judged by readers
In 1 year: 175,000 articles725,000 votes1.4 mio reactions
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Sharing: information
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And the publisher...
• Has to re-invent and re-define his role– From broadcaster and information generator
to platform manager
– Accomodate visitors and help them publish
• Needs a completely different attitude– Forget about target groups
– Manage one-to-one communication
• No focus on commerce, but on visitors
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