INTERNATIONAL The Power of the Masses real mass communication Bert Wiggers Director New Media Sanoma Magazines International.

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Presentation transcript:

INTERNATIONAL The Power of the Masses real mass communication Bert Wiggers Director New Media Sanoma Magazines International

INTERNATIONAL How it all started In 1995 a bi-annual survey amongst the readers of Intermediair In cooperation Hay Management Consultants Normally we published articles in magazine Now we used the database for a interactive search basis voor interactief Salariskompas And now people wanted to share their own information

INTERNATIONAL

Respondents ‘LOOPBAANENQUÊTE’ Combined with the 1995 results we had 12,000 people in database. This was where Hay wanted to quit.

INTERNATIONAL 10 Sharing: revolution in publishing Publishing has always been about broadcasting, target groups etc. Publishers not really interested in individual readers or visitors Audiences don’t have access to platforms Therefore an individual could hardly get relevant information Solution: sharing information

INTERNATIONAL 11 Sharing: news NU.nl is no.1 Dutch news site NuFoto gets 30 photo’s per day from readers Now selling to news agencies

INTERNATIONAL 12 Sharing: news Africa News is trying to get news focus on Africa Reporters in the whole continent Text, video, photo Selling to regular agencies

INTERNATIONAL 13 Sharing: experiences Kieskeurig.nl Product comparison site 100,000 products 600,000 reviews

INTERNATIONAL 14 Sharing: experiences Zoover.nl 119,000 accomodations 480,000 reviews

INTERNATIONAL 15 Sharing: knowledge Wikipedia 2,3 mio articles (in English) Shows history and disputes

INTERNATIONAL 16 Sharing: social contacts Facebook: social networking Launched in million users 2 mio new users per week

INTERNATIONAL 17 Sharing: opinions Nujij.nl All articles written and judged by readers In 1 year: 175,000 articles 725,000 votes 1.4 mio reactions

INTERNATIONAL 18 Sharing: information

INTERNATIONAL 19 And the publisher... Has to re-invent and re-define his role –From broadcaster and information generator to platform manager –Accomodate visitors and help them publish Needs a completely different attitude –Forget about target groups –Manage one-to-one communication No focus on commerce, but on visitors

INTERNATIONAL 20