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The Power of the Masses real mass communication. Bert Wiggers Director New Media Sanoma Magazines 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
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The Power of the Massesreal mass communication Bert Wiggers Director New Media Sanoma Magazines 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
Respondents ‘LOOPBAANENQUÊTE’ Combined with the 1995 results we had 12,000 people in database. This was where Hay wanted to quit.
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
Sharing: news NU.nl is no.1 Dutch news site NuFoto gets 30 photo’s per day from readers Now selling to news agencies
Sharing: news Africa News is trying to get news focus on Africa Reporters in the whole continent Text, video, photo Selling to regular agencies
Sharing: experiences Kieskeurig.nl Product comparison site 100,000 products 600,000 reviews
Sharing: experiences Zoover.nl 119,000 accomodations 480,000 reviews
Sharing: knowledge Wikipedia 2,3 mio articles (in English) Shows history and disputes
Sharing: social contacts Facebook: social networking Launched in 2004 80 million users 2 mio new users per week
Sharing: opinions Nujij.nl All articles written and judged by readers In 1 year: 175,000 articles 725,000 votes 1.4 mio reactions
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