Paper+ +Five+Drivers+Final

8/6/2019 Paper+ +Five+Drivers+Final

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five drivers of

change in news

engagement and

share-ability

mojodiscovery paper


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mojodiscoverypaper2


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mojodiscoverypaper 3

Our initial research in the area o news, social media and paid content has un-

covered a range o issues and opportunities worth considering in the context o a

uture social media strategy. This document outlines fve emerging subjects:

1. Personality First

2. Subject Fragmentation

3. Curation Nation

4. Eventisation

5. Good Looking Stories

Prepared by Publicis Mojo. August 2011

introduction


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mojodiscoverypaper4

Ever since the early days o social

media, many in the media industry

have expressed the gloomy view

that social media would level the

playing feld and usher in the age

o citizen journalism. They warned

that average people, armed with

social technologies, would displaceproessional journalists, possibly even

render a vital proession obsolete.

These doomsdayers couldnt have

been more wrong. Recent events

suggest that elite journalists,

particularly those with personality,

can be even more marketable than the

networks and the mastheads that they

work or.

Some in the media industry are citing

the recent career moves o Oprah

Winrey and the controversial Glenn

Beckboth o whom have recentlystarted their own networksas early

indication that personality-driven

news networks might be the way o

the uture.

Interesting to note that Glenn Becks

news website (The Blaze) was getting

1.personality first


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For many years, newspapers have

used a tried-and-tested ormat:several sections are bundled together

and sold as one newspaper.

Whats interesting is that newspapers

now ace competition rom several

angles. Instead o being replaced by

a digital version o itsela complete

virtual newspaper that includes all

the same sections that one would

expect to fnd in a real newspaper

newspapers are being challenged,

section by section, by a number o

varying communications technologies

better suited to deliver that content.

Which is to say, the communicationsplatorms and technologies that

challenge the sports section o a

newspaper, arent the same as the

technologies that challenge the

weather section, and so on.

For instance:

WORLD NEWS is being sought

out directly rom the sources that we

used to syndicate it rom: Australian

audiences are going directly to The

Guardian, BBC and The New York

Times or world news.

2.subject fragmentation


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implication


BUSINESS NEWS is delivered

as alerts and tracked via apps and

dashboards. Banking and share

trading tools provide insights also as

part o their service.

SPORTS aces competitionrom streaming video, IPTV, time-shit

viewing, pay-per-view, and video-on-

demand. These technologies can be

used to deliver highlights or even ull

games. Twitter is a convenient way

to ollow tennis and cricket scores on

your mobile

WEATHER is being provided by

mobile apps that are at arms reach,

have the users geo-location data, and

are very accurate

ENTERTAINMENT news is being

provided by gossip blogs like Perez

Hilton. Practically all celebrities now

update their ans immediately and

directly via Twitter. The TV guide is

built into the digital TV.

LIFESTYLE is being impacted by

tablet computers including the iPad,which oer a great user experience

and through the iTunes store, are

able to deliver better-than magazine-

quality content aster and cheaper

than a newsagent can.

TECHNOLOGY reviews are

oered at more complete product

review websites. News is being

delivered immediately by websites like

Wired and Mashable.com; key note

speeches on technology trends are

being delivered at TED.com


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newspapers are being

section, by a number of

technologies better

that content.


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challenged, section by

varying communications

suited to deliver


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In a single minute there are 98,000 +

tweets, 1,500 new blog posts, 510,040

comments made on Facebook and

600 videos uploaded on Youtube. Our

cup runneth over with content. The

challenge now is how to sort and

flter through all this content to fnd

what your interested in. In this ageo inoglut, we dont need more or

better sources. We need a better way

to identiy and curate credible and

relevant content.

Oslo Attacks

A ew tech savvy media companies,

including the Washington Post, ound

that by editorially curating quality

social media channels, they could

cut out the noise associated with a

raw Twitter eed and still relay key

inormation at Internet speed. The

3.curation nation


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implication


Washington Post created its own

curated Twitter list o Norwegian

journalists, a crisis expert and

an American translator. None o

whom had any association with the

Washington newspaper.

http://goo.gl/prbz

Google Art Project

Curate and share your own collection

o masterpieces rom the worlds most

acclaimed art museums.

http://goo.gl/HujCJ

The Guardians Comment Network

British newspaper The Guardian

have created a hub eaturing original

content rom the publication, as well

as content rom afliated sites.

http://goo.gl/2T37p


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Broadcasters, the flm, music and

gaming industry have been turning

the release o new content into a

major event since the dawn o time.

Pre-promoting their wares, weeks,

months, sometimes in even years

in advance in a bid to capture that

all elusive audience when it mattersmost, opening night/week. More

recently politicians and publishers o

the written word are ollowing suit to

grab the attention needed in those all

important moments to win votes and

make the bestsellers list.

Bing/Decode Jay-Z

To build anticipation or the launch

o his book Decoded Jay-Z teamed

up with Bing. The autobiography

was seeded out into the real world

one page at a time in a number o

innovative ways, on billboards, on the

4.eventisation


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bottom o swimming pools, wrappedon a car and even on custom made

Gucci jackets. Fans were able to track

down each new page through Bing

maps and clues let within the search

engine and social media sites. As a

result the book hit the best sellers

list or 19 straight weeks. Jay- Z grew

his Facebook ans by one million and

Bings search queries grew by 11% in

just one month.

http://goo.gl/sTav9

The New Yorker

The Digital Revolution: An iPad

Anthology is the inaugural collection

o technology articles curated by

the New Yorker. While part o their

traditional subscription-based content

model, theyve opened up the series

reach and appeal, establishing a newacquisition channel by including it in

the iTunes app store.

Glee

Glee produced a Madonna tribute

episode called The Power o Madonna.

To pre-promote the episode they

created a remake o her Vogue

music video eaturing one o the key

characters, cheerleading coach SueSlyvester. The video was a social

phenomenon, delivering the highest

ratings o the series or the show. An

accompany EP eaturing Madonna

covers was released with the airing o

the show, selling 98,000 copies in its

frst week.


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implication


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more recently

politicians and

publishers of the

written word are

following suit to

grab the attention

needed in those

all important

moments to win

votes and make the

bestsellers list.


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As technology continues to raise our

expectations o news, the way a story

looks is becoming just as important as

the story itsel. No longer just an act

o reading, news consumption is now

a multi dimensional, multi sensory

experience.

Bringing design thinking to news

reporting and storytelling can

dramatically increase audience

engagement and share-ability. More

importantly, art direction can add

a layer o own-ability and value to

otherwise un-own-able content.

Now the crowd has the access and the

tools to report the news. Storytelling

and design however are not yet

commoditised. These areas present

huge opportunities or journalists and

news organisations to take the lead.

Brian Storm, ounder o multimediastorytelling publication MediaStorm

comments, when everyone has

access, that is disruptive and causes

chaos. Access is the territory that

journalists used to own and now they

look at what is happening with the

crowd.

5.good looking stories


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This doesnt make me earul; it

makes me excited.

We, as journalists, also have

to elevate our game. From my

perspective, this actually helps long-

orm in-depth journalism since the

crowd is less likely to go that direction.

In act, theyre taking some o the

burden o o us in producing and

discovering the things that waste our

time. For me, the larger question

is why we are wasting our time and

skills covering stories that the crowd

is all over. Why are we, as proessional

journalists, allocating our resources

or such daily, perishable stories? We

should be allocating them or things

that are in-depth, investigative and

require the kind o expertise and

proessionalism that we have.

http://goo.gl/rlcMb

Storm also discusses the link between

high quality, designed content and

share-ability:

Your riends are trusted sources.

Theyre helping to screen a massive

amount o inormation that you have

access to, helping to flter in the

good stu, which again is why I really

believe quality is the key. I you just

push out a bunch o drivel, no one is

ever going to orward it to a riend.


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it is designed like a

beautiful piece of music.

it has the discipline to

play only the high notes

that matter most.


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thank you

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