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So mediji že kuhani? MITJA MAVSAR, DLABS

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ZAKAJ UPORABLJAŠ SLOVENSKE MEDIJE? KAJ TI JE KUL?

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Niti jih ne poznam, že nekaj časa ne uporabljam !Nič, kar bi me zanimalo !Vizualen spam. Rad bi samo v miru prebral novice !Ni virov. Ni jajc. Novinar se obnaša kot odvetnik politične opcije !Mi uspe končno priti čez paywall, potem me še pol leta kličejo, če se hočem naročit !Plačat mi ni všeč, ker bi verjetno prebral samo pet procentov !Plačilo me moti, ker ne vidim vrednosti !Ne morem odklopit komentarjev in se vedno bojim, da bom ponesreči odskrolal do konca strani, med kretene :) !Janša !Jankovič

KAJ TE PA MOTI PRI SLOVENSKIH MEDIJIH?

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“Our home page died”

“Less then 10% of traffic to the NYT comes from social media”

11http://www.themediabriefing.com/article/new-york-times-digital-innovation-report

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Audience development !!

V papirnatih časih si moral samo prepričat urednika, !in je šlo v tisk in od tam do bralca. !

!Zdaj moraš prepričat neposredno bralca.

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At NYT the story is done when you hit Publish! !

At Huffington post, that’s when the article begins it's life

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Audience develoment should not be done by marketers and business/sales department. It should be done by

editors and journalists. !!

They are the “founders” of the product/story and that’s how they should behave!

!But they are definetelly not alone. Reader experience and Strategy team will work by their sie and equip them with

tools and templates

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Old vs. new story

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Novinar (!) mora o svojem izdelku !ob polnoči vedeti!

!Koliko jih bere?!

Kdo bere?!Zakaj bere?!

Koliko prebere?!Je navdušen?!

Skrola?!Ali vsebino deli?!

Se vrača k isti zgodbi?!Je format ustrezen?!

Se splača dodati še kaj?

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Experimentation!

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29http://babb.telegraph.co.uk/page/2/

“People come and have a very fixed strategic vision and trying to impose that on reality. You have to be

adaptive and follow your nose a little bit.”

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. try 10 new things!let’s say two are clear winners !

and two are clear losers. !!

That means I’ve got six in between. !What do I do with those? !

!Most organizations let everything live except the

clear losers. … Pretty soon my whole organization is basically mediocrity and gunk.

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Launch quickly then iterate!Set objective and track progress !

and btw: high quality journalism is not a clear objective!!Reward experimentation and initiative!

Kill off mediocre efforts!Plan resources for version 2.0 and beyond!

Make it easier to launch an experiment than to block one!ABCD test

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Ključno je, da zidovi padejo!!!

biz + newsroom + oblikovalci + razvojniki!Le oglaševalski zid naj ostane.

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“Iz treh tiskanih edicij na eno” !!

“Geeke, analitike in social media ljudi postavili !k vsakemu desku”!

!“Ohranili le manjši oddelek za tiskano verzijo, ki na koncu

dneva natisne, kar se je izkazalo na spletu.”

FT, USA today, Wallstreet journall so že ukrepali

34Newsroom + Reader Experience

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Najti in opolnomočiti internetne zvezde

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Kako torej do boljše izkušnje?

Zdaj je že povsem jasno, da kozmetična prenova obstoječih praks ne bo dovolj.

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Res se bo treba poglobiti in resno raziskovati, kdo je uporabnik in kaj je ZANJ dobra medijska izkušnja in kakovostno novinarstvo

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Experiment 1: Snow Fall (NYT)

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“The effort, which appeared last week, received around 2.9 million (!) visits !

!/…/ As many as one-third were new visitors !

!/…/ time on site: 12 minutes

Experiment 1: Snow Fall

41http://babb.telegraph.co.uk/

Experiment 2: BABB (Telegraph)

42http://babb.telegraph.co.uk/

Experiment 2: BABB (Telegraph)

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Hvala!!!

@mitjamavsar