YOU ARE DOWNLOADING DOCUMENT

Please tick the box to continue:

Transcript
Page 1: 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

Page 2: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

2

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

Page 3: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

3

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

Page 4: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

4

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

Page 5: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

5

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)

Page 6: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

6

Active, social web

MySpace

Wikipedia

YouTube

New York Times

Page 7: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

7

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

Page 8: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

8

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

Page 9: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

9

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

Page 10: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

10

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

Page 11: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

11

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

Page 12: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

12

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)

Page 13: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

13

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

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

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

14

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

Page 15: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

15

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

Page 16: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

16

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

Page 17: Asta Bäck & Sari Vainikainen ElPub 2007 14.-15.6.2007 Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND

17

For more information

Asta Bäck

[email protected]

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


Related Documents