Module 01.Online journalism and social media

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, Soundslides

20th Century Reporters Can 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

“ 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 New Media Lean-forward, intent-driven Lean-back, content-driven Advertisers can go direct to consumers. Readers/audience can go direct to news source. Advertisers dependent on media owners Borderless, accessible anywhere Tied to distribution area, geography Published in multiple platforms, many ways to consume, infinite repeats One-time use, only one way to consume Time-shifted, place-shifted. Fixed schedules, eg: 8 pm news Timeless, living document updated as- and-when or 24/7 Single print product, locked to deadlines, delivery time Dialogue, everyone can be part of the conversation or be a producer Monologue, one-way media, controlled, few producers Low/no barrier of entry, many players High cost of entry, few players, restricted by licensing

Why social media? We cannot be everywhere: social media allows us to access the masses to get leads, photos, videos, generate story ideas, connect to sources. Traffic from social networks on the rise: referrals to news sites from blogs, Twitter, Facebook, photo/video sites are on the rise.* 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. Explosion of new apps and tools driving innovation on how media is consumed, created, distributed, shared and enjoyed. * Link: http://bit.ly/socmedj

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 raise traffic engage the community provide learning opportunities possibly, make money

1.Spreadable media 2.Livestreaming 4.Mobile apps 7.Personal branding 5.Community management 3.Crowdsourcing 6.Metrics

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?

… it’s people connecting online

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 Copyright: Lee & Sachi LeFever, CommonCraft.com

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

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

3,000,000,000 videos viewed per day 48 hours (Source: YouTube fact sheet) of new video uploaded every minute

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

have joined a social network Malaysia leads the way with 47% penetration of all 16-54-year-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 66%

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.

Facebook users in Southeast Asia 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

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%.*

*Mobile penetration: 121% **Internet penetration: 64.6% Force 1: Rise of access *Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09

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

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 Viral marketing

Malaysiakini has trained over 180 CJs in 18 months

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

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

Reporters are sourcing ideas for stories from social networks

Reporters are sharing stuff on social networks

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

“ 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 ”

It’s not about print vs online, it’s about engaging the communities we serve with stories they want

Average Circulation - English Language Daily Newspapers (Pen. Malaysia) -7% +6% -3% -12%

Average Circulation - English Language Sunday Newspapers (Pen. Malaysia) -3% -10%

Average Circulation of Newspapers English Language – Sabah (2007-09) -4% -0.4%

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

Average Circulation of Total Newspapers Peninsular Malaysia (1989 – 2009) -3% 2,482

Average 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

Average Circulation by Language Total Daily Newspapers (Pen. Malaysia) Note : Average net sales data for Kwong Wah 08-09 are not available.

Average Circulation by Language Total Sunday Newspapers (Pen. Malaysia) -5% -3%

Average Circulation of Sunday Newspapers By Language – Pen. Malaysia (1988 – 2009) B. Msia -2.8% English - 5.1%

Average Circulation – Bahasa Malaysia Daily Newspapers (Pen. Malaysia) -8% +4% +12% -5%

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

Average Circulation of Daily Newspapers Grouping By Company – Pen. Malaysia (July 08 – June 09) Total circulation : 2,424,247 Sin Chew China Press Guang Ming Berita Harian Harian Metro New Straits Times Utusan Msia Kosmo The Star The Sun The Edge Kwong Wah Oriental Daily News

“ 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

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

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

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?

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.

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.

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

Hint: Share some stuff and start the conversation.

Module 01.Online journalism and social media

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