Old Media vs New Media -Reboot9

Reboot9

Reboot9May 31st, 2007

Presentation

Presentation★Björn Jeffery


★ Internet Strategist at Good Old



★Founder of two of Swedens larger blogs, Manolo.se and Discobelle.net



★Founder of two of Swedens larger blogs, Manolo.se and Discobelle.net

★Previously at SVT, GP and Sydsvenskan

Old Mediavs New Media

Old Mediavs New Media

So last season?

I will try to answer...

I will try to answer...★Why old media has to change its ways in

order to stay survive



★How societal communication changes along with the current media shift



★How societal communication changes along with the current media shift

★What new media must learn from old media in order to evolve, and improve

Old Media

Old MediaYesterdays news that costs money,

printed on dead wood (but it worked!)

Starting point

Starting point★Why change?


★Because is old media is:



★Not used to the internet




★Not used to competition





★Not used to recognising threats other than those from media competitors





★Not used to recognising threats other than those from media competitors

★Not used to dialogue

The defining factor

The defining factor★ Internet went from being a medium, to

being a carrier of media



★Newspapers on the internet







★Radio on the internet









★Telephones on the internet











★TV on the internet






★TV on the internet

Competition

Competition★Technorati: 1.4 new blogs/second


★Strong brands hosting web services (Coca-Cola´s 43things clone + MyCoke)


★Strong brands hosting web services (Coca-Cola´s 43things clone + MyCoke)

★LAMP lowers threshold from idea to launch

New threats

New threats★Classifieds - major source of revenue


★Craigslist.org made $6 million, removed $60 million from the market



★Blocket.se - same effect in Sweden



★Blocket.se - same effect in Sweden

★Broke user tradition that was over 150 years old

Dialogue

Dialogue★Reader commentary pushes:


★correctness


★correctness

★ transparency


★correctness

★ transparency

★ the importance of knowing your readers


★correctness

★ transparency


★Reader commentary creates:


★correctness

★ transparency


★Reader commentary creates:

★a previously non-existing social arena

The change

The change★ Invite readers to a conversation (duh)


★From Gatekeeper to Curator



★Face facts - everyone doesn’t like you anymore (you’re just one RSS out of 200)



★Face facts - everyone doesn’t like you anymore (you’re just one RSS out of 200)

★Leverage strong brand in order create new areas of information providing; e.g. wifi as society´s backchannel

Communication shift

Communication shiftInformation narcissism,

and the end of having anything in common

News narcissism

News narcissism★“The activist reporting is also some sort of

news narcissism: through constantly focusing on themselves the struggle becomes larger and more dramatic than it really is.”

News narcissism★“The activist reporting is also some sort of

news narcissism: through constantly focusing on themselves the struggle becomes larger and more dramatic than it really is.”

Rakel ChukriSydsvenskan, 070303

Information narcissism

Information narcissism★Micro-media enables massive parallel

information consumption



★Everyone can choose what aspect to read



★Everyone can choose what aspect to read

★Fewer public common grounds

April 16th, 2007

April 16th, 2007★World: School massacre at Virginia Tech


★Rakel: Commentary on P1 about the new Swedish budget


★Rakel: Commentary on P1 about the new Swedish budget

★Me: Allers buys Blog Esse (ex BlogSoft)

The shift

The shift★Reverse to core values IRL

“Isn’t it unusually hot today?”

The shift★Reverse to core values IRL

“Isn’t it unusually hot today?”

★Nerd values online“Have you seen the latest Shimano gear system for the Nike Concept hybrid mountain bikes?”

New Media

New MediaTaking it back to the old school, to get ahead

Lots of micro,makes macro


★Successful new media understands and supports micro, and tries to createnew macro


★Successful new media understands and supports micro, and tries to createnew macro

★ ...and who is good at this?

Old medias revenge

Old medias revenge★18 pages of news, on one single story


★Feeding the public’s urge for more


★Feeding the public’s urge for more

★Adding all aspects to create maximum of buzz

New Media keys

New Media keys★Balance - more that just rants and raves


★Credibility - pr-blogs spamming the conversation



★Research - one phone call does all the difference



★Research - one phone call does all the difference

★Decency - bloggers code of conduct

The challenge

The challenge★Keeping micro sharp and correct


★ ...while creating new social grounds where several micro can meet


★ ...while creating new social grounds where several micro can meet

★ ...in order to create the new macros

Summary

Summary★Support dialogue and become a social

arena


arena

★Support balance, honesty & fairness


arena

★Support balance, honesty & fairness

★Support several micro - in order to create new macro

Thanks!

Keep in touch!★E-mail: [email protected]

★Mobile: +46 (0)70-566 19 46

★Skype: bjornjeffery

★MSN: [email protected]

★Second Life: Helt Okey

mailto:[email protected]




Technology

Old Media vs New Media -Reboot9