1 Digital Realism

Digital Realism

The art of the possible in a constrained worldThe art of the possible in a constrained world

Defining digital journalism

From audience to charging customersFrom audience to charging customers

New digital metrics

Hybrid events

Phil Clark, digital director, UBM Built Environment

11 March 2010

2 Digital Realism

UBM Built Environment

3 Digital Realism

Digital options

newsnews

datadatablog

wiki

forumforum

networkmicro-blogmicro-blog

videopodcastpodcast

virtual events

4 Digital Realism

What is digital journalism?

• Rewriting press releases?

• The multi-platform journalist

(notebook / cameras / audio recorder / mobile)?

• The end of news?

• Comment / analysis / data?

• Paid Content?

5 Digital Realism

Age of realism: metrics and characteristics

Pre-realism

Page impressions

Unique users

Search engine optimisation

Volume/ quantity

Breadth

Digital Vs Live divide

Post-realism

Audience/ customers

Engagement

Value

Data

Experience

Hybrid events

6 Digital Realism

Paid for

From unique users to customers

Strategic direction taken autumn 2009

Freemium model

Importance of print subscribers: key customers

Investment in our main sites

Producing focused and need to know information

Journalism matters (but we need to know what is most valued)

7 Digital Realism

Our boss on paid for…

David Levin, UBM chief executive, Media Guardian, 5 March 2010

““We deal with niche communities. If you want the type of We deal with niche communities. If you want the type of content that the Building team are capable of producing, content that the Building team are capable of producing, for instance, there are not that many other places.”for instance, there are not that many other places.”

And a web native (and guru) on free…

““Having everything freely accessible to everyone else Having everything freely accessible to everyone else actually just creates a mediocre mush.”actually just creates a mediocre mush.”Jaron Lanier, Observer, 21 February 2010

8 Digital Realism

Treating our audience as customersInspired by Grateful Dead

Joshua Green, Atlantic Magazine, March 2010

The Dead were masters of creating and delivering superior customer value…

Treating customers well may sound like common sense. But it represented a break

from the top-down ethos of many organizations in the 1960s and ’70s.

9 Digital Realism

Live and virtual: partners not enemies

Since we started in 2008:

11 events11 events12,000 visitors12,000 visitors

10 Digital Realism

Reithian principles:Inform educate and Entertain

Realism doesn’t mean hairshirts

#constructionsongs on

To Hell With Part L  Are you for real man? Is this just fantasy? Part L too Complex There’s No chance of reality Open your eyes Look up to the skies and pray

I'm just a Roof  boy  I need no sympathy Because I'm easy come, easy pay Work up high ,  -- work long days Any thing the regs say  Doesn't really matter to me, to me

Part L  just confused a man Put an SBEM in his head Entered data, now it’s read No clue,  what it means to meBut now I've gone and ignored it any way part L , ~ O ~ O ~ O Is it  mean’t  to make me cry If it’s not clear to you this time tomorrow Carry on, carry on,  ‘cos no one understands it

11 Digital Realism

Me and my links…

Delicious bookmarks for this presentation: http://delicious.com/Zerochamp/capisg

http:twitter.com/Zerochamp

http://www.zerochampion.com