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

1. 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

2. Cyclical media

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

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

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)

6. Wikipedia MySpace Active, social web YouTube New York Times

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

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

9. MySpace • Social networking - friends and fame • Room for creativity • User at the centre • Media objects have a complementarynature • Used as a public place for communication • Users invite new members

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

11. Content and user User visibility and networking Content enhancement Aggregating content Identity building Creating and modifying content User networking Opinion expression and Its visibility Inviting and attracting new users User-generated Alone Small group Commercial, professional Community Exportability (embedding, APIs) Importability Creation opportunities Content type and sharability

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

14. StorySlotMachine

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

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

17. For more information Asta Bäck asta.back@vtt.fi http://www.vtt.fi/proj/somed/