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Nigel Middlemiss Echo Research Group   16 Mar 2007 The Convergence of Mainstream and Consumer-Generated Media  Some empirical insights
1 Convergence: Disruption. Fusion.  Co-existence.
 
Newspaper circulations falling ,[object Object],[object Object],[object Object],[object Object]
Consumption patterns shifting  Age demographic Source: Gallup 2006  USA 18-34 yrs 50-65 yrs
Blogs making inroads into traditional media
2 Framework for the Echo study (Part 1)
Online media and blog qualitative analysis UK, USA and Canada  July 06-Mar 07  Sources: Journalists / media owners Jeff Weber – USA Today Betsy Morgan – CBS News Oliver Luft – journalist.co.uk Jemima Kiss - journalist.co.uk David Aaronovitch –Times Neil McIntosh – Guardian  Vic Crosbie – freelance Paul Mason – BBC and Idlescrawl Patrick Barkham – Guardian Nick Robinson – BBC Colin Brown – The Independent Shane Rickman – Daily Telegraph Tina Brown – ex-Vanity Fair Paul Carr – TheFridayThing Tom Glocer – CEO Reuters Joshua Marshall – TalkingPoints David Watkins – The Guardian Damon Darlin – New York Times Roy Greenslade – The Guardian Mike Sando – NewsTribune Carolyn McCall – GMG Alan Rusbridger – Guardian Dominique Vidal –Yahoo Europe Larry Kramer – CBS Digital Annalies v. der Belt – Telegraph  John Ridding – FT Chris Shaw – BBC Channel 5 Fran Unsworth – BBC Pete Clifton – BBC Marc Webber – The Sun
Online media and blog qualitative analysis UK, USA and Canada  July 06-Mar 07  Sources: Bloggers Brett Tabke – WebmasterWorld Eric Enge – WebmasterWorld Dan Gillmore – Bayosphere Tom – to Idlescrawl Unity – to Idlescrawl Arty Smokes – to Idlescrawl Eric Dickens – to Idlescrawl GuidoFawkes – OrderOrder.com Tom Watson – Labour MP Jeff Jarvis Hugh Macleod – GapingVoid.com Shel Holtz Robert French AJ Flick
3 Journalists’ lives are changing
‘ The way we were’ ,[object Object]
Productivity pressures are rising “ Now with 24/7 news, smaller newsrooms and multiple platforms there’s more pressure on journalists to file stories.” “ The push these days is  to turn out as much as possible . There's not a whole lot of investigating that can go on if you're doing a story every day or so. If you're not getting your story from a press release, or a news conference or the police radio, where do the ideas for these instant stories come from?  Well,  blogs is one answer .”
Bloggers are breaking stories ahead of journalists “ I named the Deputy Prime Minister’s alleged  third  mistress. But the largest national tabloid feared court action if it did the same. I’m proud to publish server logs showing how many hits I get from Associated Newspaper  computers, along with the BBC, the main Opposition Party Office and others.”
Journalists: ‘lazy and fearful’? “ Big-media journalists lazily pinch stories they break. On any given day, you will find on the Londoner's Diary (ES) and other diary columns two or three stories totally lifted - from me” “ I expose the hypocrisy and lies of our political class  - something Parliamentary journalists seem reluctant to do, craven and beaten down into submission by the need for ‘access’ and titbits given out by party machines.”
4 Cultural differences: journalists & bloggers
Different codes of conduct “ Journalists and bloggers are doing different things  in  the truth ecosystem . “ The journalist's role with regard to facts is to check them; with regard to assertions - to doubt them. I have to start the day presuming anything said to me by people who want to get it in print is not true. The blogger may or may not do that. “ We cannot always  prove  wrongdoing; we can only ask questions. After that, it's over to the standards bodies and the electorate”.
Different degrees of accountability  ,[object Object],[object Object]
Different thresholds to entry ,[object Object],[object Object]
Different degrees of focus “ In the blogosphere you can write  a huge article on the smallest issue  whereas the MSM have to concentrate on what they see to be the biggest stories of the day.” “ As a journalist you comment on matters outside your area of expertise  at your own risk  - because there's no shortage of people out there to  pull you up short  if you make basic mistakes.”
Different forms of behaviour  "A lot of teenagers were coming to our link on the ground and they provided the best pictures of the day by getting far closer than the BBC's own camera crews would go. When we said we can't use this because it's too wobbly, they said  'I'll go out and get some more’”.
[object Object],[object Object],[object Object],“ Are we as journalists being dethroned by citizens in pyjamas?” “ Big media brands pull in stories and gain access like no-one else” “ Editorial process is great – puts journos on the spot” “ Bloggers can get stories wrong (Arab musicians)” “ Bloggers are poor cousins – enviously pulling stories to bits” “ They can be as dull as radio phone-ins’” Source: Battle of Ideas seminar, Oct 06
5 The news media are adapting
‘ Old’ media are going multi-platform ,[object Object],[object Object]
Journalists are now layering on social media tools so readers can participate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ THERE’S NO WALLED GARDEN ANY MORE”
Blogs attaching themselves to traditional media Source: Nielson Netratings Blogs up 13% December 2005 - December 2006
‘ Micro-journalism’ is here ,[object Object],[object Object]
A new collaboration:  networked journalism ,[object Object],+
A new collaboration:  networked journalism ,[object Object],[object Object]
MSM are stressing  trust  % believe source is unbiased / accurate / true Source: Telecom Express Aug 2006 n = 1000
Strengthening trust levels ,[object Object],[object Object]
6 How the newsflow is starting to look
 
7 Opportunities for corporate CGM
Corporate and political bloggers ,[object Object],[object Object],[object Object]
Blogs that journalists like - or don’t ,[object Object],[object Object],[object Object],[object Object],[object Object]
Blogs that journalists like - or don’t ,[object Object],[object Object]
8 For communicators: ‘un embarras de richesse’
 
Creating taxonomies
… to understand the competitive climate
Politicians Media General public NGOs Blogs Employees Management Quality Products/Services Financial Performance Vision/Leadership Workplace/Employment CSR/Governance Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance … .to put scorecards in place Average Excellent Poor
Copyright Echo Research Group Relationship Measures:  Trust, commitment, satisfaction, control mutuality Reputational Measures : financial, services / products, leadership, CR, management, workplace quality / others for public sector and F&PS / Researching media and CGM for a clearer picture
Nigel Middlemiss Echo Research Group   16 Mar 2007 The Convergence of Mainstream and Consumer-Generated Media   Empirical Insights
Political “attack blogs”
Corporate blogs that journalists respect ,[object Object]
Corporate blogs journalists don’t respect ,[object Object]
The rise of CGM  (citizen/consumer-generated media) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Blog (n.& v.) “ A  blog  is a website where entries are made in journal style and displayed in reverse chronological order. “ A typical blog combines text, images, and links to other blogs and web pages. On many, readers can leave comments in an interactive format. “ Some blogs focus on photographs ( photoblog ), videos ( vlog ), or audio ( podcasting ), and are part of a wider network of social media”.
Start a blog “just like that”
[object Object],Source: Technorati The blogosphere
Daily posting volume Source: Technorati
Nigel Middlemiss Echo Research  13 Feb 2007 Echo Research
The blog tone of voice… ,[object Object],[object Object],[object Object],[object Object],Can blogs by disgruntled customers or ex-employees harm reputations?   YES 66% (Research among PR professionals 2006)
15 years in communications research, PR evaluation and reputation measurement UN Global Compact World-class clients: intergovernmental, Fortune 500 (US) and FTSE 100 (UK)  Offices in London, Brussels, Paris, Stockholm and New York 165 staff and analysts (ISO 9001)
Services   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2006-7 Communications Effectiveness Awards Communications Effectiveness Awards
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Clients we’ve had the pleasure of working with PowerGen PricewaterhouseCoopers QCA Retained Organs Commission Rolls-Royce Sainsbury’s Shell  Surrey Police   Thames Water Virgin Volvo Welsh Development Agency UKAEA DCMS Disability Rights Commission Disney Films DTI Equitable Life Equal Opportunities Commission EU Financial Services Authority Home Office HSE IBM Inland Revenue National Grid Ministry of Defence
Strategic communication in Government GCN Engage aims to make government communication more effective. It starts at the end: the audience...
Nigel Middlemiss Echo Research  13 Feb 2007 Echo Research
5  Bloggers as advertising extension
9 Js being chased by the technology – tail wagging the dog
 
Researching and evaluating blogs ,[object Object],[object Object]
“ There is a danger of Cass becoming a dominant factor and City becoming a one-product university.” Trade association “ I think a lot of people think about the Business School and that’s probably where people stop thinking.” Public body “ There is a distinct likelihood that Cass as a brand is already - or is quite capable of becoming - bigger than City University as a brand.” Professional body “ I think it’s the best in the world. I’ve never seen anything more fascinating than Cass in terms of facilities.” Cass UG “ Cass is excellent and compares well with top business schools.” External stakeholder Cass Vox Pops
… by assessing sources….
… measuring content type….
Js themselves blogging
6  Blog comment alongside stories
From disrespect…to respect ,[object Object],[object Object]
Wire journos vs commentariat
.. so bloggers have what journalists want ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How journalism should commingle with new media ,[object Object],[object Object],[object Object]
Blogger links to a news site
.. and bloggers are running stories ahead of journalists "At least £100, plus your name on air" the Five News website shouts. "We want videos as well as your great stories and pics", yells the Sun.
5 How can the media build trust

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PresentationNigelMiddlemiss

  • 1. Nigel Middlemiss Echo Research Group 16 Mar 2007 The Convergence of Mainstream and Consumer-Generated Media Some empirical insights
  • 2. 1 Convergence: Disruption. Fusion. Co-existence.
  • 3.  
  • 4.
  • 5. Consumption patterns shifting Age demographic Source: Gallup 2006 USA 18-34 yrs 50-65 yrs
  • 6. Blogs making inroads into traditional media
  • 7. 2 Framework for the Echo study (Part 1)
  • 8. Online media and blog qualitative analysis UK, USA and Canada July 06-Mar 07 Sources: Journalists / media owners Jeff Weber – USA Today Betsy Morgan – CBS News Oliver Luft – journalist.co.uk Jemima Kiss - journalist.co.uk David Aaronovitch –Times Neil McIntosh – Guardian Vic Crosbie – freelance Paul Mason – BBC and Idlescrawl Patrick Barkham – Guardian Nick Robinson – BBC Colin Brown – The Independent Shane Rickman – Daily Telegraph Tina Brown – ex-Vanity Fair Paul Carr – TheFridayThing Tom Glocer – CEO Reuters Joshua Marshall – TalkingPoints David Watkins – The Guardian Damon Darlin – New York Times Roy Greenslade – The Guardian Mike Sando – NewsTribune Carolyn McCall – GMG Alan Rusbridger – Guardian Dominique Vidal –Yahoo Europe Larry Kramer – CBS Digital Annalies v. der Belt – Telegraph John Ridding – FT Chris Shaw – BBC Channel 5 Fran Unsworth – BBC Pete Clifton – BBC Marc Webber – The Sun
  • 9. Online media and blog qualitative analysis UK, USA and Canada July 06-Mar 07 Sources: Bloggers Brett Tabke – WebmasterWorld Eric Enge – WebmasterWorld Dan Gillmore – Bayosphere Tom – to Idlescrawl Unity – to Idlescrawl Arty Smokes – to Idlescrawl Eric Dickens – to Idlescrawl GuidoFawkes – OrderOrder.com Tom Watson – Labour MP Jeff Jarvis Hugh Macleod – GapingVoid.com Shel Holtz Robert French AJ Flick
  • 10. 3 Journalists’ lives are changing
  • 11.
  • 12. Productivity pressures are rising “ Now with 24/7 news, smaller newsrooms and multiple platforms there’s more pressure on journalists to file stories.” “ The push these days is to turn out as much as possible . There's not a whole lot of investigating that can go on if you're doing a story every day or so. If you're not getting your story from a press release, or a news conference or the police radio, where do the ideas for these instant stories come from? Well, blogs is one answer .”
  • 13. Bloggers are breaking stories ahead of journalists “ I named the Deputy Prime Minister’s alleged third mistress. But the largest national tabloid feared court action if it did the same. I’m proud to publish server logs showing how many hits I get from Associated Newspaper computers, along with the BBC, the main Opposition Party Office and others.”
  • 14. Journalists: ‘lazy and fearful’? “ Big-media journalists lazily pinch stories they break. On any given day, you will find on the Londoner's Diary (ES) and other diary columns two or three stories totally lifted - from me” “ I expose the hypocrisy and lies of our political class - something Parliamentary journalists seem reluctant to do, craven and beaten down into submission by the need for ‘access’ and titbits given out by party machines.”
  • 15. 4 Cultural differences: journalists & bloggers
  • 16. Different codes of conduct “ Journalists and bloggers are doing different things in the truth ecosystem . “ The journalist's role with regard to facts is to check them; with regard to assertions - to doubt them. I have to start the day presuming anything said to me by people who want to get it in print is not true. The blogger may or may not do that. “ We cannot always prove wrongdoing; we can only ask questions. After that, it's over to the standards bodies and the electorate”.
  • 17.
  • 18.
  • 19. Different degrees of focus “ In the blogosphere you can write a huge article on the smallest issue whereas the MSM have to concentrate on what they see to be the biggest stories of the day.” “ As a journalist you comment on matters outside your area of expertise at your own risk - because there's no shortage of people out there to pull you up short if you make basic mistakes.”
  • 20. Different forms of behaviour "A lot of teenagers were coming to our link on the ground and they provided the best pictures of the day by getting far closer than the BBC's own camera crews would go. When we said we can't use this because it's too wobbly, they said 'I'll go out and get some more’”.
  • 21.
  • 22. 5 The news media are adapting
  • 23.
  • 24.
  • 25. Blogs attaching themselves to traditional media Source: Nielson Netratings Blogs up 13% December 2005 - December 2006
  • 26.
  • 27.
  • 28.
  • 29. MSM are stressing trust % believe source is unbiased / accurate / true Source: Telecom Express Aug 2006 n = 1000
  • 30.
  • 31. 6 How the newsflow is starting to look
  • 32.  
  • 33. 7 Opportunities for corporate CGM
  • 34.
  • 35.
  • 36.
  • 37. 8 For communicators: ‘un embarras de richesse’
  • 38.  
  • 40. … to understand the competitive climate
  • 41. Politicians Media General public NGOs Blogs Employees Management Quality Products/Services Financial Performance Vision/Leadership Workplace/Employment CSR/Governance Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Management Quality Financial Performance Vision/Leadership Workplace/Employment Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance Products/Services CSR/Governance … .to put scorecards in place Average Excellent Poor
  • 42. Copyright Echo Research Group Relationship Measures: Trust, commitment, satisfaction, control mutuality Reputational Measures : financial, services / products, leadership, CR, management, workplace quality / others for public sector and F&PS / Researching media and CGM for a clearer picture
  • 43. Nigel Middlemiss Echo Research Group 16 Mar 2007 The Convergence of Mainstream and Consumer-Generated Media Empirical Insights
  • 45.
  • 46.
  • 47.
  • 48.  
  • 49. Blog (n.& v.) “ A blog is a website where entries are made in journal style and displayed in reverse chronological order. “ A typical blog combines text, images, and links to other blogs and web pages. On many, readers can leave comments in an interactive format. “ Some blogs focus on photographs ( photoblog ), videos ( vlog ), or audio ( podcasting ), and are part of a wider network of social media”.
  • 50. Start a blog “just like that”
  • 51.
  • 52. Daily posting volume Source: Technorati
  • 53. Nigel Middlemiss Echo Research 13 Feb 2007 Echo Research
  • 54.
  • 55. 15 years in communications research, PR evaluation and reputation measurement UN Global Compact World-class clients: intergovernmental, Fortune 500 (US) and FTSE 100 (UK) Offices in London, Brussels, Paris, Stockholm and New York 165 staff and analysts (ISO 9001)
  • 56.
  • 57.
  • 58.
  • 59.
  • 60. Strategic communication in Government GCN Engage aims to make government communication more effective. It starts at the end: the audience...
  • 61. Nigel Middlemiss Echo Research 13 Feb 2007 Echo Research
  • 62. 5 Bloggers as advertising extension
  • 63. 9 Js being chased by the technology – tail wagging the dog
  • 64.  
  • 65.
  • 66. “ There is a danger of Cass becoming a dominant factor and City becoming a one-product university.” Trade association “ I think a lot of people think about the Business School and that’s probably where people stop thinking.” Public body “ There is a distinct likelihood that Cass as a brand is already - or is quite capable of becoming - bigger than City University as a brand.” Professional body “ I think it’s the best in the world. I’ve never seen anything more fascinating than Cass in terms of facilities.” Cass UG “ Cass is excellent and compares well with top business schools.” External stakeholder Cass Vox Pops
  • 67. … by assessing sources….
  • 70. 6 Blog comment alongside stories
  • 71.
  • 72. Wire journos vs commentariat
  • 73.
  • 74.
  • 75. Blogger links to a news site
  • 76. .. and bloggers are running stories ahead of journalists "At least £100, plus your name on air" the Five News website shouts. "We want videos as well as your great stories and pics", yells the Sun.
  • 77. 5 How can the media build trust