Top Banner

Click here to load reader

of 17

Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

Dec 31, 2015

ReportDownload

Documents

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. Cyclical media. The goal and methodology. - PowerPoint PPT Presentation

  • Enhancing traditional media services utilising lessons learnt from successful social media applications - Case studies and frameworkAsta Bck & Sari Vainikainen

    ElPub 2007 14.-15.6.2007Wien / Vienna

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Cyclical media

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    The goal and methodologyWhat 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 madeThe most popular social media applications were taken as the cases

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Different ways to approachAs an IT applications UsefulnessEase of use

    As a media product or serviceWhatTo whomProduction chain and method Customer relations

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Aspects to consider in social media applications1. 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)

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Active, social web YouTubeNew York Times

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    WikipediaCollaboratively created encyclopaediaIdealistic

    Disruptive model in the co-creation of articlesSelf-organising

    Users may choose anything between anonymity and real identity

    Search type use

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    YouTubeImmediate 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 to embed and share the videos in many ways

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    MySpaceSocial networking - friends and fameRoom for creativity

    User at the centreMedia objects have a complementary nature

    Used as a public place for communicationUsers invite new members

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Main attention in the serviceContentUsersOtherEvolutionary developmentEase ofuseValue propositiontypeUsability and improvements Concept and systemValue proposition timeframeImmediateLong term, cumulativeRational, practicalSocialEmotional

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Content enhancementAggregating contentCreating and modifying contentIdentity buildingOpinion expression and Its visibilityCommunityAloneCommercial,professionalUser-generatedInviting andattracting new usersContent type and sharabilityCreationopportunitiesUser visibility and networkingContent and userSmall groupUsernetworkingExportability (embedding, APIs)Importability

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    StorySlotMachineA research prototype for exploring the use of semantic metadata in connection to media and user-generated content

    Travel plans and travel stories can be built in a playful manner

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    StorySlotMachine

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Discussion and conclusions for the media sectorIn 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

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    Discussion and conclusions about the frameworkThe framework is an easy way to describe and compare social media servicesDifferent 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

    VTT TECHNICAL RESEARCH CENTRE OF FINLAND

    For more information

    Asta [email protected]

    http://www.vtt.fi/proj/somed/

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.