Module 1: Online Journalism and Social Media

Multimedia Journalism: Over 100 editorial staff trained

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, 3 Soundslides

20th Century Reporters

Can source, gather, write, edit, produce the news.

21st Century Reporters

 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
4

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

The nails are talking to each other.

Old Media vs
High cost of entry, few players, restricted by licensing Monologue, one-way media, controlled, few producers Single print product, locked to deadlines, delivery time Fixed schedules, eg: 8 pm news One-time use, only one way to consume Tied to distribution area, geography Advertisers dependent on media owners Lean-back, content-driven

New Media

Low/no barrier of entry, many players Dialogue, everyone can be part of the conversation or be a producer Timeless, living document updated asand-when or 24/7 Time-shifted, place-shifted. Published in multiple platforms, many ways to consume, infinite repeats Borderless, accessible anywhere Advertisers can go direct to consumers. Readers/audience can go direct to news source. Lean-forward, intent-driven
9

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, 10 distributed, shared and enjoyed.
* Link: http://bit.ly/socmedj

11

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. b. c. d. raise traffic engage the community provide learning opportunities possibly, make money
12

1.Spreadable media

2.Livestreaming

6.Metrics 3.Crowdsourcing 7.Personal branding

5.Community management 4.Mobile apps

13

14

15

Whats social media?

One definition: Its an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. 16
16

its people connecting online

17

What is social networking and social media?

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

Social media in Plain English

http://www.youtube.com/watch?v=MpIOClX1jPE

18 Copyright: Lee & Sachi LeFever, CommonCraft.com

19

Where Is Everyone? F. L. Y. T. B.

20

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

3,000,000,000
videos viewed per day

48 hours
of new video uploaded every minute
(Source: YouTube fact sheet) 22

83% have watched video clips

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

66%

have joined a social network

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

>10m
on 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

24

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 worlds online population, Oct 10, 2010.

25

Facebook users in Southeast Asia

0 000 000 000 000 0 000 000 2 000 000 20 000 000 000 000 0 000 000 000 000 0 In onesia hi i ines a a sia Thai an Sin a ore 22 Oct 0 20 0 2 9 2 0 92 0 0 00 0 2 9 9 an 0 20 2 29 0 22 00 2 0 00 20 90 900 A ri 20 2 0 0 20 0 0
26

99 0 0

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

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 27

Twitter: Asia on the rise

Study: Japan, Indonesia, Korea, other Asian nations account for 37% of all tweets. USA down from 30% share to 25%.*
28 *Source: Semiocast study, 2.9m messages, over 24 hours on June 22, 2010. http://semiocast.com/pr/20100701/Asia_first_Twitter_region

The Internet circa 1993

29

Internet in 2011

30

31

32

Force 1: Rise of access

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

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

Force 2: Media fragmentation

Mass media >>> Masses of niche media
Opinion forming elite One-way, one-to-many Sole or few sources dictating schedules and headlines from topdown. 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.
34

Force 3: Empowering the many with diverse media options

Then
Word-of-mouth Print: eg. news, direct mail, newsletters, magazines Broadcast: TV, radio Advertising Public relations Telephone Direct Mail Contests Research reports Face-to-face

Now

Word-of-mouse Email Websites, Forums, Chat rooms Blogs eg.Wordpress, Blogger, Tumblr Social networks
eg. Facebook, LinkedIn Microblogging eg. Twitter Video-sharing eg. YouTube

Podcasts Mobile apps eg. iPhone, Android,

iPad, Tablets

Video chat eg. Skype, Facetime Search Engine Marketing 35 Viral marketing

Newsmakers have gone social

36

Sign of the times

37

Malaysiakini has trained over 180 CJs in 18 months

38

The audience is on the field and wants to play the game, Richard
Sambrook, ex-Director, BBC World Service
39

40

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 41

Reporters are sourcing ideas for stories from social networks

42

Reporters are sharing stuff on social networks

43

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

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

covering ministers, filing between stops, in airport lounges, taxis

Less mistakes: No voice

mistakes (eg: 18 vs 80), can rectify 44 mistakes quickly.

I have banned the word deadline

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 Espen Hansen, can we do more?. The most important words we use: We will Editor-in-Chief of VG Multimedia, leading be back shortly. It builds news site and expectations. newspaper in Norway
Audio: http://www.archive.org/details/trinetizenEspenHansenVG http://blog.trinetizen.com/wordpress/?tag=espen-hansen 45

Its not about print vs online, its about engaging the communities we serve with stories they want

46

Whither print?

47

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

350,000 300,000 250,000 200,000 150,000 100,000
-7%
136 530 -12% 120,770 304 904 295,479

+6% -3%
287,935 270,506

50,000 0 New traits Ti es The tar 2005-06 2006-07

25,041 23,369

The E ge 2007-08 2008-09

un

48

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

3 3 , , , , 1 1 , , ,
-10%
1 6, 1 141, 6 313,6 3 4,3 7

-3%

New Sunday i es
- 6 6- 7

Sunday Star
7-

49

Average Circulation of Newspapers English Language Sabah (2007-09)

-0.4%

-4%

50

Average Circulation of Newspapers English Language - Sarawak(2007-09)

51

'000
1,000 1,500 2,000 2,500 3,000 500 0
2,482
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 20 00 00 -0 20 1 01 20 02 02 -0 20 3 03 20 04 04 -0 20 5 05 20 06 06 -0 20 7 07 20 08 08 -0 9

Average Circulation of Total Newspapers Peninsular Malaysia (1989 2009)

52

-3%

Average Circulation of Daily Newspapers By Language Pen. Malaysia (1989 2009)

1,000
Chinese -7% B. Msia +0.2%

800

English -1.3%

600

'000
400 200 0
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 20 00 00 -0 20 1 01 20 02 02 -0 20 3 03 -0 20 4 04 20 05 05 -0 20 6 06 -0 20 7 07 20 08 08 -0 9

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

53

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

1,000,000 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Bahasa alaysia English
2006-07 2007-08 ,998 832,718 736,981 727, 3 927, 863,976

Chinese
2008-09 54

2005-06

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

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

-3%

8
-5%

Ba asa M alaysia
8

nglis
8-

55

Average Circulation of Sunday Newspapers By Language Pen. Malaysia (1988 2009)

1,400 1,200
B. Msia -2.8%

1,000

'000

800

600
English - 5.1%

400

200

0
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 20 00 00 -0 20 1 01 20 02 02 -0 20 3 03 -0 20 4 04 20 05 05 -0 20 6 06 -0 20 7 07 20 08 08 -0 9

56

Average Circulation Bahasa Malaysia Daily Newspapers (Pen. Malaysia)

+4%

-5%

-8% +12%

Berita Harian

Utusan Malaysia

Harian Metro

Kos o

57

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

Total ADEX: RM 2.44 billion

Total Circulation: 2,424,247

58

Note : Adex includes titles audited by ABC only.

Source : ABC & Nielsen Media Research

Average Circulation of Daily Newspapers Grouping By Company Pen. Malaysia (July 08 June 09)
wong Wah Oriental Daily News The Sun The Edge Berita Harian Harian Metro New Straits Times

The Star

Total circulation : 2,424,247

tusan Msia osmo Sin Chew China Press Guang Ming

59

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

60

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 arent focused, measurable, and internalized by whole organization

* Ref: Don Sull, Revival of the Fittest

61

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
62

The Star Online pageviews

63 v e rage a g e v ie w s p e r n th

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? 64

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. 65

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 publics 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 66 models.

In the past you were what you owned. Now you are what you share,
Charles Leadbeater

67

Hint: Share some stuff and start the conversation.

68