Data and analytics is shaping the media landscape. That is the message that came from the speakers at the first day of this year’s FT Media Media Conference in London.
While Jimmy Wales opened the two-day media gathering with insight on the power of the community, it was the FT’s CEO John Ridding and AOL Huffington Post Media Group VP Noel Penzer who pushed the importance of data in knowing your audience.
John Ridding said, ‘I didn’t think that when I went into journalism 20 years ago I’d get excited about data and analytics.’ And data is becoming as central to the media landscape as making the content seamlessly available across platform. Ridding himself added that HTML5 is a big deal for publishing as making content available across multiple platforms is very expensive, something that HTML5 resolves. This move to HTML5 highlights the growth of users receiving content while on mobile devices – phones and tablets. And it is this that gives the kind of real-time data that enables us to better understand the audience.
Many of the platforms that are becoming essential to those in media are funded by venture capital and it took Index Ventures Partner Neil Rimer to say that Facebook might not have yet exploited it’s full potential, before adding that it could become more valuable than Google.
Balderton Capital’sDharmash Mistry provided the strategic and focused insight by stating that Facebook’s strength is as ‘a powerful distribution network.’ Mistry gave the example of Spotify, who grew in the US by making the decision to embedded itself into Facebook’s open graph.
The audience has gathered in one place and it’s just a matter of time that this benefit is fully utilised by those in media and communications. I am not talking in a marketing sense either. I’ve been making this point for the past 12 months, about how a connected community can bring together an audience. This, together with using micro payments on Facebook, such as it’s credits offering could see revenues for publishers as for gaming companies like Zynga. Dharmash Mistry himself said that the future for Facebook is with micro-payments.
Data is no longer dull, but a currency that can help not just business understand their audience, but help the audience find the content that is of interest to them.
This time last year I made a series of predictions about social media and public relations. I suggested that while 2010 was a year of discovery, the past 2011 was going to be about sharing and engaging. About communities being empowered by the knowledge they will have pooled together. I highlighted from my perspective the challenges and opportunities that Facebook, Twitter and YouTube will pose for companies and individuals. The impact that social networking has had on events during the past year has truly been beyond what anybody could have expected.
While 2010 was about Wikileaks, the past year has been about challenging the reputation of companies, organisations and individuals that used the law to hide their indiscretions. Twitter and other social networks came into their own as members of the legal profession struggled to grasp the structure of communications across international jurisdictions.
In my post ‘2011, A Year Of Change In Public Relations,’ I said that the coming year was going to be about communities that were engaged and empowered. Wikileaks showed what you could do privately. Facebook, Twitter and YouTube were the channels through which you could anonymously share content and opinion. They are the channels that gathered a community together, empowering them to seek the transparency that was far too often absent. Even the once trusted media estate came under the gaze of the community.
The Arab Spring in North Africa was an occasion that surprised many commentators. Sharing of stories on Twitter about high-profile individuals was going to happen. Managing reputations has now moved into a real-time business. In fact, if something wrong has been done it is today best expected that such an act will become public.
Last year I also raised the point about the power of mobile, of cellphones. Wherever you are you have a cellphone. You are connected to a world of real time information that reaches you as quickly as you wish to access the news that is available. News shared by the network that you are connected to. Reliance on traditional news channels is long gone. News is shaped by members of the communities that we trust, which is why from a public relations perspective crises are today that when audiences go negative on a brand, cause or individual.
As I stated, news organisations are not dead and they are certainly not dying. They are just changing and adapting to become what their primary audience wants of them. An adoption that will continue in the 2012.
But what about the coming year? Well, I am finishing my thoughts on this and will share these with you pretty soon.
Social media sites Facebook and twitter were blamed today by Government and Metropolitan Police spokespeople for fanning the UK #Londonriots and looting over the weekend. Fingers were pointed at these social networking sites for the fact that they enable people to send out calls for people to gather together.
The disturbances happened after the fatal shooting of Tottenham father of four Mark Duggan who was allegedly killed in a minicab on Thursday by police firearm officers.
Blaming these sites is just placing a distraction for the real reasons for the unlawful behaviour that took place, highlighting a lack of understanding or will to understand of how people use social media today.
In fact, as Partner at Engine group Jonathan Akwue points out in his blog, it wasn’t Facebook or Twitter that fuelled the riots, but most probably BBM – BlackBerry Messenger. BlackBerry is the phone of choice amongst a young demographic that took part in the riots, primarily because of BBM is virtually free (You just need a BlackBerry data plan) and unlike Facebook and Twitter, which are both open, it’s truly private.
BBM messages are encrypted and run through Research In Motion’s Canadian servers, and issue that has created many problems for the firm in India and the UAE, where they were threatened with being banned unless their encrypted communications were ‘opened-up’.
Blaming social networks is just a distraction, facilitating a reason for a possible change in policy that could be rushed through without understanding how these communication channels work. But think about it, why would anybody wanting to do a crime share it on an open network? Why not use a private channel? Why can’t lawmakers understand this simple fact?
During the weekend riots Twitter was the channel used to report what was unfolding in Tottenham, Edmonton and Brixton. A channel that captured in real-time what was organised on the locked-down BBM network. If you wanted a real-time update you went to Twitter and used relevant search terms.
As Omar said in The Wire, “the game’s out there, and it’s play or get played. That simple.” And at the moment the authorities are getting played. Blaming social media confirms the distance that exists between them and the reasons that trigger the unrests.
*** UPDATE ***
BlackBerry UK have released the following statement in response to the use of BBM, ‘As in all markets around the world where BlackBerry is available, we cooperate with local telecommunications operators, law enforcement and regulatory officials. Similar to other technology providers in the UK we comply with The Regulation of Investigatory Powers Act and co-operate fully with the Home Office and UK police forces.’
Social media and networking channels have during the past year established themselves as the preferred method of communication amongst the varied publics that we interact with. Facebook, Twitter and Youtube have become part of the mainstream.
Those who at the beginning of 2010 doubted the power of these channels are now active users, even evangelists. Last year social media was about discovery. It was about people building up their communities online. It was about real-time engagement.
This year in 2011 we‘ll see less experimenting and an increase in engagement. The knowledge that we have as individuals will be pooled and shared within our communities and this in it self will create challenges and opportunities for companies and individuals that we in public relations will be working with.
Communities: engaged and empowered
2010 was about Wikileaks. Partnering with news outlets around the world including The Guardian, The New York Times and Der Spiegel Wikileaks and it’s community focused on releasing classified material to the media and public. While the aim of the site when it was set-up in 2006 was to expose ‘oppressive regimes … (and) be of assistance to people of all regions who wish to reveal unethical behaviour in their governments and corporations’ Assange and his associates focused on uncovering political machinations around the world.
What Wikileaks did in 2010 was to light a fuse that will see in the coming year more people consider and question the ethics and values of their employer. We’ve already had the case of former Julius Bär employee Rudolf Elmer who worked for the bank for over 20 years until his dismissal in 2002. In a very public press conference at London’s Frontline club Elmer handed over to Wikileaks Julian Assange secret documents detailing the activities of his former employer in the Cayman Island and alleged tax evasion.
Sites such as Wikileaks, Openleaks andTradeleaks will prosper and be a contact point for investigative journalists and campaigning organisations wishing to question the transparency of members of the business community.
We can’t dismiss Wikileaks or what it stands for. In fact, the publicity generated and the way in which it’s core values have been promoted will have made people, employees in sensitive positions in the corporate and private sector, more willing to leak confidential information. For many, and not just the hacktivists, Wikileaks is the raison-d’etre it needed.
Last year News International started putting its main titles behind a pay-wall, something that other news outlets are watching with hope. Murdoch is one of the only publishers that can invest in this experiment. If it works though, and many editors are hoping that it does, then the pay-walls will be going around other titles.
Quality journalism costs money. It shouldn’t be free. But getting readers to spend money during a recession will be difficult and it’s because of this that in 2011 we shall see more news outlets releasing apps for mobile devices. Those that are free will switch to a paid for subscription service. Paying for content through apps will be a precursor to getting people to pay for quality content online. The content that is currently free.
Mobile
Mobile is everywhere. It is the channel that personalises everything we do. It allows us to update our status, our community, our location, our likes and dislikes. All this data allows brands to tailor their offerings for more personal approaches.
Why is mobile so important? Well, over a third of Facebook’s users now access the site through a mobile device. Twitter meanwhile has also seen a rise of people accessing it through a mobile, with also more than a third of users accessing Twitter via their mobile phone. Expect this to rise.
Mobile is not just about phones, but also about tablet PCs and the ubiquitous iPad. Consumers today want content, updated, on demand wherever they are. Keeping your audiences up to date and up to speed will be central to the work of public relations professionals. And with the news-cycle crunching down even further reaction times will shorten even further.
Crises only became so when people accessed their desktops at work or home, but with the increase use of mobiles, people will be able to react to issues quicker than ever before. Listening and engaging will be central to the job of those working in communications.
Of course as the use of smartphones continues to grow and establish itself so will geo-location services like Facebook Places and Foursquare start to take-off. And with the recession, business will look to use every opportunity available to them to help people part with their hard earned cash.
Content accessible through mobiles will become a must for established organisations and brands.
This year of 2011 will be a key a seminal year in the integration of social media into communications. It will be a year of communities and engagement.
An internal Sky News memo obtained by Techcrunch at the time highlighted how the editorial team saw that news stories were breaking on Twitter thanks to users who eye-witnessed stories and then reported them to their followers. Ruth Barnett, who today is the channel’s Online Politics Producer, was chosen as their Twitter correspondent.
I meet with Sky News Executive Editor Chris Birkett earlier this week, who confirmed that searching for news on Twitter and other social media platforms is now part of every journalist’s remit at Sky News. I asked Chris about the impact that social media’s had on its newsgathering and content promotion operation.
Birkett said that their web and online team are responsible amongst other things for verifying content sent in to the newsroom through social media channels. Birkett added that the number of users accessing Sky News online was being challenged by those who got the outlets news through their social media feeds.
Sky News Executive Editor Chris Birkett
Today the Sky News website has an audience reach of c.7.5 million unique users – 3.3 million in Europe and a further 4.2 million in other markets around the world. Their iPhone app has been downloaded 2 million times, with Birkett confirming a “massive rise in users accessing the site through mobile devices,” something that is encouraging the news outlet to make it’s app available on other platforms, such Android, which recently announced it supported flash video.
Birkett noted that 18,000 people watched the Sky News Leader’s Debate from their smartphone. We were also shown the development room where they were testing their forthcoming iPad app.
The one disappointment from a mobile aspect was that while the iPhone app has the facility for users to send in user generated content (ugc) the numbers have not yet excited editorial staff. ‘Not yet’ being the watchword.
Asked if Sky News had benefited from The Times and Sunday Times paywall Birkett said that there didn’t appear to be a surge in traffic, which leaves one to question where Times Online users gone to? Birkett did say though that Sky News has 650 staff – a lot less than the BBC, 500 of which are at the Sky News Centre and of which 150 are journalists. The Times and Sunday Times meanwhile have dedicated 700 journalists, allowing the Wapping titles to provide the in-depth comment and analysis while Sky News focus on short video.
We are looking forward to another visit and further insight from Sky News.
Hello. I'm Julio Romo. I'm a London-based independent PR, communications consultant and digital strategist. I am also a freelance journalist and trainer, providing insight and consultancy on how to secure better engagement through the changing media and digital landscape.
FT Digital Media Conference 2012 – Day One Overview
Wednesday, March 7th, 2012Data and analytics is shaping the media landscape. That is the message that came from the speakers at the first day of this year’s FT Media Media Conference in London.
While Jimmy Wales opened the two-day media gathering with insight on the power of the community, it was the FT’s CEO John Ridding and AOL Huffington Post Media Group VP Noel Penzer who pushed the importance of data in knowing your audience.
John Ridding said, ‘I didn’t think that when I went into journalism 20 years ago I’d get excited about data and analytics.’ And data is becoming as central to the media landscape as making the content seamlessly available across platform. Ridding himself added that HTML5 is a big deal for publishing as making content available across multiple platforms is very expensive, something that HTML5 resolves. This move to HTML5 highlights the growth of users receiving content while on mobile devices – phones and tablets. And it is this that gives the kind of real-time data that enables us to better understand the audience.
Many of the platforms that are becoming essential to those in media are funded by venture capital and it took Index Ventures Partner Neil Rimer to say that Facebook might not have yet exploited it’s full potential, before adding that it could become more valuable than Google.
Balderton Capital’s Dharmash Mistry provided the strategic and focused insight by stating that Facebook’s strength is as ‘a powerful distribution network.’ Mistry gave the example of Spotify, who grew in the US by making the decision to embedded itself into Facebook’s open graph.
The audience has gathered in one place and it’s just a matter of time that this benefit is fully utilised by those in media and communications. I am not talking in a marketing sense either. I’ve been making this point for the past 12 months, about how a connected community can bring together an audience. This, together with using micro payments on Facebook, such as it’s credits offering could see revenues for publishers as for gaming companies like Zynga. Dharmash Mistry himself said that the future for Facebook is with micro-payments.
Data is no longer dull, but a currency that can help not just business understand their audience, but help the audience find the content that is of interest to them.
Tags: analytics, communications, conference, data, financial times, ft.com, london, media, mobile, pr, social media, venture capital
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