it’s November 2002
I am just getting ready
to make my
first report in front of a camera.
My dad’s making something,he says, for the
Even if I wanted to share my excitement
at being in London, The only
way of doing
that is to borrow my dad’s mobile phone.
And calling holland is incredibly
So no way to tell my friends what it’s like to be in London.
No Twitter, No Skype
No Tumblr, No Hyves.
And a Postcard could take
A week to arrive and
8 years later,
Several Social Media platforms have changed the way
Many young people communicate.
what amazes me
is how fast this has all happened.
is a story
Of those who’ve taken risks
in trying new things
And have been rewarded
for their innovation
This safari into the world of social media
examines what’s working
who are pushing frontiers
Connection is what humans crave.
what we are all about.
We are the social animal par excellence.
it comes before the fact that we, we have language,
because the language is an example
of a mural technology that, we have created to answer this need for connection.
We are the social animals par excellence.
we are, constantly in need of
all the imperatives that drive us as human beings.
created villages and towns to help us do that and roads and now
we’ve created something
else that allows us to do it, us to do it even more.
I love this TV
series called the Wire.
The Wire is fantastic.
It’s almost as good as softly softly z
cars which I watched when I was a kid.
no way that I could add anything to
The Wire that it would make any better.
are other bits of culture
where that’s not true now.
Where actually, you could have
add your bit and have a go.
and so we have this much
greater cultural range where you have the traditional
storytelling done at it’s best. Through to much
much more sort of culture of with an audience
rather than for an audience.
what would people be the with more of the
a conversation not a broadcast
especially for broadcast journalist.
Who are very
much in a mode or very much experienced in a mode of
the one way,
we will do all the talking, you do all the listening
And that’s a bit how it all works.
Social Media Really offers
an opportunity to Listen,
to open up.
do two things. One of which
is to actually build relationships with
or with, viewers or listeners.
And the other is to actually
them as well, and potentially let that
influence cover it’s too.
The shift by advertisers from printed
to online. Has made a huge impact
on traditional media.
Many have seen
their circulation drop dramatically.
Since the editorial content
has been financed
there’s less money for investigative journalism.
I think we saw
these changes coming, earlier
we’ve been greatly helped by the fact of we are
unlike any other kind of
in the sense that we don’t have a
Now if you don’t have a proprietor your only
relationship is with your readers.
there’s no one else to tell us what to do
what to think a couple of examples would be
is free which is completely unlike
the model of comment pages that used to exist
years ago, on on all the newspapers so
have five hundred, seven hundred
to a thousand
comments on the bottom of an article.
Another would be the way that
we now cover
cricket matches or football matches.
Where you get a live blog, which involves how readers are seeing the game
as one journalist.
Live blogging is a great tool for
journalists. It’s a very efficient way of
doing a story. Because the system allows
you to bring in all the twitter feeds of all your
experts. So you have instant analysis as it happens. In real time.
You could bring in content of
members of the public
Their tweets. Their
So it has a sense
of urgency and action about it.
Because it takes people time to write articles.
It’s not an experiment
It’s part of our daily business. When a live event
happens. We live blog it.
And the traffic during the elections prove
that that’s a
very successful way of reaching people.
the last five to ten years have
changes in the the newspaper industry.
The most obvious change
is the fact that not just
Getting on for fifteen years now
we’ve been a web
sites as well. we work
multi-media as well as text.
The content should absolutely
suit the platform.
Twitter allows up to hundred
forty characters. You can’t start writing an essay
publish fifteen hundred tweets to get your story
out. You adapt
and put a pithy sentence with a link to
if you want them to read something more in-depth.
Facebook is used generally for people to interact
with their friends. It’s a social area.
in terms of Brands it’s a place for fans.
So you try to adapt to that.
We’ve build our own technology to do this.
To basically use Twitter in interesting ways
on our own site. And that’s partly because
think Twitter is a interesting
way of reflecting what’s going on in the world
but if you
noticed that everything we include
of Twitter on the site.
It either goes through an
As in an editor selecting tweets to include in
a live blog for example.
Or it goes through a technical process.
Which is for example a white lists put together
by humans which says
these are people
that we trust, which are relevant
on this particular topic and that we will include.
So an example of that would be.
Including the tweets of our science correspondent.
On the articles that they write.
Or alongside the articles that they write. It
makes certain sense because
we trust their authority on this particular
what we’re not doing is randomly
including tweets from around the web.
on our site
and putting adverts around it. Because that’s not our model.
Specialists are divided,
about who will pay for content.
we think advertising is really
to the support of digital content
there’s only three ways to acquire content
You can steal it
but even those who steal it, acknowledge that’s
not a very good business
you can pay fees or subscriptions.
or you can get it
accompanied with advertising
and we believe that most digital content at
least in the next five to eight years
it’s going to survive, it’s going to be through advertising.
you know what we’ve
seen since the
early days of television is people talk about
how much they don’t like
and yet when you ask them if they’re willing
to pay fees or subscriptions
so we really believe with all of the digital
that’s out there. That people will
prefer advertising to fees
and then when you add
to that the ability
of digital targeted advertising.
to know within the constraints and appropriateness
a little bit about you.
and to be able to direct ads to you that
that are based on things you’re
makes advertising potentially even
You know in America everything is
about sell sell sell.
and while that’s a good thing because it
innovation as we’ve seen with the internet
it’s also not always about selling you know
also about creating something that
generates money inadvertently, like
culture isn’t all about
just making a dime. It it can make
a dime but it’s not always
So therefore it that’s why I support things
in Europe like the public
which in a way you could argue digital contents
No. We’re not trying to make money out
Our first step.
Is to basically
ensure that we have the right
That people like it. And that’s an ongoing
process. We are not there yet.
but at least we know where we’re going now.
Get the content there.
online so that they know how to make that content
and see where you go from
Dutch public Broadcasters like the
Have also embraced Social Media.
they’re trying to build a relationship between
and the public.
channel four in the UK.
has used Facebook to build a relationship
the audience and it’s presenters.
One of the biggest strengths of any organization
are the personality’s who work for it.
The on-screen talent for a television program.
a Channel 4 news. They are
well known people that the public responds
so of course we want to encourage them to
and, as journalist who are active
in their community
they want to as well.
I don’t see that
that’s anything unusual
John Snow loves his
Twitter account. He loves people getting back to him.
he response. He is always having a conversation with people,
with people who disagree with him
which is great
I encourage that
Entertainment producers such as
Fremantle have discovered there’s money to be made
By increasing the audience engagement.
it started with SMS voting
and now it’s broadened to include
As a company Fremantle media is very focused
building strong relationships with her audiences.
Through its brands,
so it tends to
where it’s audiences are present.
And obviously one of the places that our
audience has gathered, social networks
look to extend our brand
on those platforms.
to increase audience engagement with them.
this might be the development of
casual games for platforms like Facebook
and so on.
We recently experimented with the
social games that based on our classic game
show brands. Like Family Feud
the other area of
as an off-shoot of social gaming.
but in general terms become the holy grail for companies
like mine is to find ways to
for those platforms.
not to extend
not just to
but to produce content specifically made
for those platforms.
Freak is an online drama in the UK which
we produced together with MySpace
So we’ve partnered with MySpace.
It was produced
in Summer 2009 over 8 weeks.
and the idea behind Freak think
it’s it’s a teenager
It follows the story of Lucy.
Who has her journey from
Freak to Chic.
To put it in one sentence.
But it’s a journey of transformation.
falls in love for the first time. Enters a new group and
that reveals some
But based on that. What we wanted to explore
is how far the audience is ready
to go to
in a scripted environment.
and we were quite successful with that. We
very happy in terms of the audience engagement
and the number of views we attracted with the
And the whole idea is that. We have it twice a
that tells the story. One on the Monday and one
of the Thursday. That tells
the life of the character. So the show of the
Monday will tell you what has happened
during the weekend
And the thursday episode will tell you what
has happened in the beginning of the week
And in between episodes.
The story continues
on the character
they actually give more information and where
talk to the audience.
And where they asked for advices.
and where they invite the
audience. To join them in events or concerts