Enhancing traditional media services utilising lessons learnt from successful social media applications - Case studies and framework Asta Bäck & Sari Vainikainen ElPub Wien / Vienna

VTT TECHNICAL RESEARCH CENTRE OF FINLAND 2 Cyclical media

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

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

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)

VTT TECHNICAL RESEARCH CENTRE OF FINLAND 6 Active, social web MySpace Wikipedia YouTube New York Times

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

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 to embed and share the videos in many ways

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

VTT TECHNICAL RESEARCH CENTRE OF FINLAND 10 Main attention in the service Content Users Other Evolutionary development Ease of use Value proposition type Usability and improvements Concept and system Value proposition timeframe Immediate Long term, cumulative Rational, practical Social Emotional

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 and attracting new users Content type and sharability Creation opportunities User visibility and networking Content and user Small group User networking Exportability (embedding, APIs) Importability

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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 built in a playful manner

VTT TECHNICAL RESEARCH CENTRE OF FINLAND 14 StorySlotMachine

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

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

VTT TECHNICAL RESEARCH CENTRE OF FINLAND 17 For more information Asta Bäck