Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna
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Transcript of Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna
Enhancing traditional media services utilising lessons learnt from successful social media applications - Case studies and framework
Asta Bäck & Sari Vainikainen
ElPub 2007 14.-15.6.2007
Wien / Vienna
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Cyclical media
Semantics
Originator,publisher
Unknown users
Family, friends, closest communities
Share Content
Metadata
Activeuse/Enhan-cing
Additionalcontent
Combined
Integrated
Store
Discard
Read/ listen/ view
Interact
Assess• Metadata• Summary, abstract• Browsing
Raising interest:• Advertising• Recommendations • Referencies• Links
Delivery:• Pull • Push• Accepting• Ordering• Browsing• Active search
Find / Receive
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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The goal and methodology
• What can traditional media companies learn form successful social media applications
• To create a framework for characterising social media applications and to find development opportunities
• Case studies were made• The most popular social media applications were taken as the
cases
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Different ways to approach
• As an IT applications • Usefulness• Ease of use
• As a media product or service• What• To whom• Production chain and method • Customer relations
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Aspects to consider in social media applications
1. What is the main service concept, and which additional needs people may have in connection to media products (Concept and value proposition)
2. What kind of content is being created and shared and how users participate in content creation and management, what is required from users to be able to participate in content creation and management (Content and user participation)
3. How visible the users are in the service, does the service support identity and community creation (User identity and networking)
4. When and how the service is being used and marketed (Use and marketing)
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Active, social web
MySpace
Wikipedia
YouTube
New York Times
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Wikipedia
• Collaboratively created encyclopaedia• Idealistic
• Disruptive model in the co-creation of articles
• Self-organising
• Users may choose anything between anonymity and real identity
• Search type use
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YouTube
• Immediate and longer term value
• Users upload the videos and create the metadata that helps in finding content
• User visibility and networking supported
• Users attract new users by being able toembed and share the videos in many ways
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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MySpace
• Social networking - friends and fame• Room for creativity
• User at the centre• Media objects have a complementary
nature
• Used as a public place for communication• Users invite new members
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Main attention in the serviceContent
Users
OtherEvolutionary development
Ease ofuse
Value propositiontype
Usability and improvements
Concept and system
Value proposition timeframe
Immediate
Long term, cumulativeRational,
practical
Social
Emotional
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Content enhancement
Aggregating content
Creating and modifying content
Identity building
Opinion expression and Its visibility
Community
Alone
Commercial,professional
User-generated
Inviting andattracting new users
Content type and sharability
Creationopportunities
User visibility and networking
Content and user
Small group
Usernetworking
Exportability (embedding, APIs)Importability
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Main attention in the serviceContent
Users
OtherEvolutionary development
Ease ofuse
Value propositiontype
Usability and improvements
Concept and system: Wikipedia
Value proposition timeframe
Immediate
Long term, cumulativeRational,
practical
Social
Emotional
Main attention in the serviceContent
Users
OtherEvolutionary development
Ease ofuse
Value propositiontype
Usability and improvements
Concept and system: YouTube
Value proposition timeframe
Immediate
Long term, cumulativeRational,
practical
Social
Emotional
Content enhancementAggregating
content
Modifying content
Identity building
Opinion expression and Its visibility
Community
Alone
Commercial,professional
User-generated
Inviting andattracting new users
Content type and sharability
Creationopportunities
User visibility and networking
Content and user: Wikipedia
Small group
Usernetworking
Exportability (embedding, APIs)
Content enhancementAggregating
content
Modifying content
Identity building
Opinion expression and Its visibility
Community
Alone
Commercial,professional
User-generated
Inviting andattracting new users
Content type and sharability
Creationopportunities
User visibility and networking
Content and user: YouTube
Small group
Usernetworking
Exportability (embedding, APIs)
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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StorySlotMachine
• A research prototype for exploring the use of semantic metadata in connection to media and user-generated content
• Travel plans and travel stories can be builtin a playful manner
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StorySlotMachine
Content enhancementAggregating
content
Modifying content
Identity building
Opinion expression and Its visibility
Community
Alone
Commercial,professional
User-generated
Inviting andattracting new users
Content type and sharability
Creationopportunities
User visibility and networking
Content and user: StorySlotMachine
Small group
Usernetworking
Exportability (embedding, APIs)
Main attention in the serviceContent
Users
OtherEvolutionary development
Ease ofuse
Value propositiontype
Usability and improvements
Concept and system: StorySlotMachine
Value proposition timeframe
Immediate
Long term, cumulativeRational,
practical
Social
Emotional
VTT TECHNICAL RESEARCH CENTRE OF FINLAND
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Discussion and conclusions for the media sector
• In developing media services, it is crucial to find a good combination of interaction opportunities - and to be ready to disrupt current practices and roles
• The actual content may have varying roles - be the focus of service, or it has a complementary or expressive role
• Successful applications offer value are different levels and time-frames - reasons to come often and added value for return visitors
• Leave room for user creativity and activity - and make it easy to use! • Connect to the rest of the web
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Discussion and conclusions about the framework
• The framework is an easy way to describe and compare social media services
• Different aspects can be explored further more in detail
• Additional dimensions or aspects need to be addressed • Business models
• New areas need to be explored to add value
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For more information
Asta Bäck
http://www.vtt.fi/proj/somed/