2. Social media and revenue: indirect and
direct
Direct:
Advertising and
Monetising user
content
Audience engagement and
intelligence
2
Photos by Karen O’D and Jos
3. User engagement cycle
Casual
(Just stopping by)
Catalyst Connected
(Identifying as Guardian Readers, (Signing up and engaging in
telling other people, linking to or light interaction)
blogging about us…)
Committed
(Signing in because of
personal benefit and
engaging in heavy
interaction) 3
4. Casual
Bookmarking
Tagging
Adding to Group
Attention Data
Catalyst Connecte
Attention
Networking tools
&
d
Blogging tools Commenting
Networked journalism Reputation Rating
Voting
Committe Endorsing
d
UGC
Soulmates
Tools for Content &
Users
Social Site Skills
4
Profiles
5. Engagement strategy goes beyond social
networks
Live blogging and specialist blogging
Crowdsourcing and networked
journalism
Offline community supporting online
community
5
9. Leverage audience use of social network activity
Allow users to use their social
network identity on your site
Allow users to see what their
friends are reading and viewing on
your site
Create experiences where social
network users can interact around
live events
9
15. Guardian: The benefits of
engagement
Users who interacted with
crowdsourcing projects “30 times more
pages than the average user".
They “come back to more than one
page a day”.
They “register with our site which gives
us more data”. Source: journalism.co.uk
15
21. Kevin Anderson
Knowledge Bridge editor and digital
strategist
kevin.anderson@mdlf.org
Knowledge Bridge http://kbridge.org
21
Hinweis der Redaktion
In 2007, the Cincinnati Enquirer created CaptureCincinnati.com, a photo-sharing site where over a thousand local photographers uploaded nearly 12,000 images. The best shots were featured in Capture Cincinnati, a coffee table photo book that included a DVD, selling at a retail price of $39.95. Last year, the numbers continued to improve, and the Enquirer expects strong sales of the 2008 edition as well. Marketers might call this bundling products, but whatever you call it, the Enquirer probably won’t argue.