Content, communities and collaboration:
How GNM is making media social
Meg Pickard
Head of Social Media Development, Guardian News & Media
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Users interact with content in different ways
Content
x
is king
Multimedia
Text
off guardian.co.uk
on guardian.co.uk
Data
CONTEXT
Community
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Is this a community?
“A group of people who form
relationships over time by
interacting regularly around
contexts which are of
interest to all of them for
varying individual reasons.”
Jake McKee – communityguy.com
“A group of people who form
relationships over time by
interacting regularly around
contexts which are of
interest to all of them for
varying individual reasons.”
Jake McKee – communityguy.com
People
Technology
Editorial
The holy trinity of community development
Social media doesn’t need to be sociable
flickr.com/schoschie/143024506/
How are people getting, being exposed to or monitoring news?
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Slate News Dots
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How are users discovering new non-news experiences and content?
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How are stories getting found and told?
Theyrule.net
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Mutualised journalism means
developing and nurturing audiences of
value that can inform and improve our
coverage of the issues that are
important to them.
content
experience
+
talk amongst
yourselves
Social media ≠ social networking
social
experience
content
experience
Social media > social networking
Mutualisation can mean making more social content objects (+
making those content objects more easily socialised)
Our readers
Our
content
(more social)
But it can also mean a shift to greater participation and stronger editorial
relationships with readers
Our readers
(more
involved)
Our
content
Mutualised journalism demands
more interaction
more transparency
more flexibility
During [the 20th century] we have for
the first time been dominated by noninteractive forms of entertainment:
cinema, radio, recorded music and
television.
Before they came along all
entertainment was interactive:
theatre, music, sport – the performers
and audience were there together, and
even a respectfully silent audience
exerted a powerful shaping presence
on the unfolding of whatever drama
they were there for.
We didn’t need a special word for
interactivity in the same way that we
don’t (yet) need a special word for
people with only one head.
DON’T
PANIC
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I expect that history will show ‘normal’
mainstream twentieth century media
to be the aberration in all this.
The Sunday Times News Review, August 29th 1999
Douglas Adams
1952 - 2001
The “mutualisation” of news
What it means for users
What it means for news organisations
•
•
•
•
Participation by users before and
after publication (to inform,
influence and add value to
professionally-produced content)
Greater awareness/ involvement/
reflection of user values and
perspectives in content, enabled
by editors and journalists
•
•
•
The end of them & us.
Greater influence of users on content
products (from development to
delivery)
Doing more with less
Devoting sufficient time to using new
tools and techniques which
encourage and enable collaboration
and participation
Intensively managing user interaction
and impact on and off site
It doesn’t need to be complicated
flickr.com/curiousexpeditions/489992128
Our technology platform already
provides a wide-ranging toolkit for social
media activity on our site
•
Comments
•
Permalinks for everything
•
Reviews & ratings
•
Polls
•
Talkboards
•
User recommendations
•
Clippings & collections
•
Profiles
•
Discovery widgets
•
Data (e.g. maps)
•
Email!
Publication of
content
Commission
Research
Write
Sub
Curate
Editorial Staff
Share
Consume
Contribute
React
Recommend
Publication of
content
Commission
Research
React
Write
Sub
Curate
Follow-up
Be inspired by
Curate
Editorial Staff
Inspire
Research
Create
Consume
Curate
Add
Be a
source
Share
React
Contribute
Commission
Recommend
Collaborate
Be inspired by
Create
Consider
Stimulate
Acknowledge
Listen
Curate
Commission, write, edit, curate for the web
Plan for and predict likely interaction
Participate and encourage participation
Recognise and reward quality contributions
Keep it up
Social Media approach statement
1. Participation adds richness, depth and perspective to media objects.
2. As part of our mission to become the world's leading liberal voice, we want
to encourage the world's voices to come together on our site to discuss or
participate in conversations about liberal contexts or issues.
3. In a really social media company, the role of the journalist becomes more
important, not less. Journalists become curators of contexts and
experiences - interactive storytellers, trusted guides and interpreters of fact
and experience.
4. We should embrace, not replace, successful external social applications
(e.g. Flickr, Facebook, Delicious, Youtube, Digg etc) and encourage people
to use applications they're comfortable with to curate, extend and share our
content
5. Quality of conversation is more important than quantity. We aim to inspire,
recognise and reward quality contributions. Engagement matters.
6. Communities and conversations need nurturing after creation. We need to
put in as much work after launch as before.
7. Not everything will work for a mass audience, but the long tail is important:
we support niche interest communities.
Casual
Connected
Catalysts
Committed
Thank you
meg.pickard@guardian.co.uk
twitter.com/megpickard
guardian.co.uk/users/megpickard
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