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COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011

Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows

Valery Levchenko, Deputy Editor in Chief, RIA Novosti

Mass Media Audience Has Changed, No Doubt • Users do not distinguish between professional media,influential bloggers and quasi-media corporate portals • Users are ready to be both recipients and creators of content • They want to be involved in news-making process • They want to influence editor choice • Technology lets everybody be a publisher

Main 2010 Trend: Integration Of Websites With The Social Media Main players in Russia and elsewhere: Twitter, Facebook Local SM in Russia: Vkontakte, Odnoklassniki, Moy Mir Tools that allow to increase a website's readership together with the size of the relevant group in the Social Media.

Russian Media In Social Media The most media popular in

*official Twitter stats as of 8 Feb 2011

Followers* Vesti

26 794

Forbes Russia

17 719

Vedomosti

14 453

RIA Novosti

13 763

Snob

12 322

Kommersant

10 013

Russia Today

9 785

Gazeta.ru

8 596

Delovoy Peterburg

6 445

Slon

5 072

lentaruofficial

3 134

1 kanal

2 110

Chaskor

1 515

Echo Moskvy

1 163

RIA Novosti In Twitter http://twitter.com/rianru Followers: 13 763 Average referrals per day: 3 600 Maximum referrals: 14 213 RIA Novosti Twitter: News channel plus interaction with the users

*as of 8 Feb 2011

Experimenting With Twitter Formerly

Currently

Automatic News Export: all headlines go to Twitter

Manual Moder

Outcome

Outcome • Huge flow of tweets, repelling the users • No difference from RSS • No diference from the website • No interaction

• • • •

Information carefully measured out Editor's choice news Flexibility to reword headlines and highlight multimedia content to increase conversion Opportunites for interaction: questions, requests for content and verification replies to users, polls etc.

Likeable & Discussable Topics Twitter - Laws and proposed changes to the legislation that directly affect the citizens' lives Presidential aide suggests to cancel stipends for students: 217 RTs

- International news relevant to Russians Russian tourists refuse to leave Egypt

- Twitter activity of the President and other officials and politicians Dmitry Medvedev retweets a request for help to a child: 56 RTs

- Weather, its anomalies, Acts of God - All about top stories - Tech news, gadgets - Science news - Celebrity news

Moscow, 15 December 2010. Live Coverage Of An Unsanctioned Street Gathering

The surge of public interest came at 6 pm, when according to bloggers, an attack reportedly staged by the «North Caucasians» was supposed to happen.

During that single day we received a lot of referrals directly from social networks::

9 278 referrals Vkontakte: 216 058 referrals Twitter: 38 120 referrrals Facebook:

Compare to News Yandex: 495К referrals

How Mass Media Use Social Media to enter into new segments of the readership 

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to expand the circle of loyal users

to better understand the readers by analysing comments, rates, replies. 

to virally distribute hyperlinks to stories 

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to get user generated content to find eyewitnesses and additional material to develop news stories to personalize news to offer journalists creative haven

Mass Media now strive for the Reader to let them into her close circle of network friends.

A great challenge, good opportunities but also some big pitfalls

COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011

Thank you!

Valery Levchenko, Deputy Editor in Chief RIA Novosti v.levchenko@rian.ru Twitter: v_at_l Skype: valery.levchenko +7 968 766 1777