[Music]
but that’s it’s internet
in any case it’s the cliché that
spring or in clichés not completely
wrong since we must recognize
than on social networks
there are a lot of videos of cats or
cute animals from videos that are
futile and not necessarily very useful
but things are changing and
fortunately
and today what the netizens
look for that’s meaning is what the
media convey is meaning and this
meaning it was partly imposed on us
by the evolutions first
technological developments
social platforms starting with
and then the commercial evolutions
with the transformation of business
online press models
if we take a point of view the glass to
half empty we can see through these
changes in the constraints that are
imposed by the law of the market and
since she adopts a point of view a
little more constructive
we can say that these evolutions she
pushes us to editorial innovation
so if we start with business
model of the online press
basically there are four models
first you have the public service in
big you have little or no
economic constraints
then you will have patronage
so there you depend on a rich mast
entrepreneur benefit him if you do not
no or few budgetary constraints
the disadvantage is there is a risk
Interventionism that we know
then you will have the subscriptions
in France we have the examples of the world and
of mediapart that works well but
experience shows that these are
models that are quite difficult to
reproduce
and then in a place that you had the
advertising so that can take
different forms be it
sponsored content banners
special operations anyway
whatever the form the background
even the brand wants to associate with a
media to be valued
the problem is that when we talk about
marks a journalist what he sees
that’s what I think these journalists
are mistaken because the brand has become
not necessarily the big bad wolf
so I do not say either that the brand
is your friend you must not be naive
simply of the mark one can also the
consider as a partner of
economic growth of course but
as editorial as the brand wants the
mark first she wants to have she’s going
to be seen so she will associate with a
media that federates the widest
it was impossible for them to
click but not click at any price because
that the mark
she also wants she needs to
convey an image of values and for
that the brand needs an audience
they are qualified who
correspond to its target in general
a trading partner when he has a
sighted long termist he’s going to want
convey positive values of
values that make you want to have the
meaning so the brand is going to want
to associate with a media that itself
product of meaning and that’s where we get
comes to innovation
this the media therefore is found in fine and
in a triangulation between one side
the trading partners who are going to him
to generate income and
on the other hand the platforms of
distribution that will allow him to
reach the widest possible audience
whether via search engines
or via social networks
so then this context we come to the
question which fully concerns the
media how to create content my
experience at eurosport and I pulled
four key words that today me
seem essential to any good
content the incarnation the identification
emotion and inspiration
the incarnation first
a subject is the more you touch the more you
speak if it is worn by a team
by players by actors in
all cases by an entity embody
you’re going to ‘wti’ be more affected
by a subject if you feel
concerned if you identify yourself by
example during the euro last June
the subjects at home boring market
it was the subject on the supporters
emotion emotion is an element
which is essential to any subject and
especially in the sport you will cry
joy of sadness in all cases
you have react and if what is also
what will make you remember the subject and
then the inspiration then the inspiration
it’s going to be positive stories of
stories that will allow to see
the future in a better light by
example during the euro the real hero
it was who does not know who wants
win is iceland
remember iceland it was this
any small nation that with means
minimal compared to other big
giant has succeeded in is a whole people
and managed to pull himself up
quarterfinals during the games
Olympic
we also saw incredible stories
and the stories that work better
it’s not the athletes who are
born with a silver spoon in
mouth and who are ultimately
war machines born to win the
stories that works best these are
these stories of men and women who
finally fought to get there
who by dint of perseverance have
nothing dropped and eventually won
in the image for example of seven athletes
Kenyans who makes call you tube man and
who has an incredible journey he learned
throwing the javelin while watching
videos on the internet
Facebook finally pushes us without
stop questioning ourselves and
especially today the way the
simpler to design it is to
tell you
are you wondering how are you
you consume the information
the general information you have
consumed on your mobile phone
and when you consume on your
mobile phone you are a scroll
permanent in zapping mode so we
media one has a second 2 maximum for
get your attention and your
Warning
she will be attracted by what the
most of the time it’s an element
visual is like that suddenly from
from this constraint that we came to
create a format called the blues
in and mogi which clinically on
facebook and it’s a summary of the blues
only visual so we will not get
content this format on the site
you have a text that makes you a
report with the analysis but on
facebook have created a format that is
specially adapted for
consumption of Internet users on
facebook simply facebook
if he is a key player on the
digital is also an arbiter who
imposed these rules for example
what is a good facebook status
what makes algorithms
facebook will push your status
to the flow of your friends you had to
observe that there are two elements
essentials first a visual element
status 40 the best are those who
has a photo or video
and the statuses because lacks the most go
to be the statutes that have a strong
commitment
so concretely it’s going to be the
statutes that make more react with the
more like most comments
the most sharing because facebook is going
consider that this content and relevant
and so will push him in the desired direction
these constraints the buzzfeed website that
You probably know them
brilliantly hijacked by creating a
live interactive video we will be sursoierons
we adapted it so it turns more
but what you can see through
the bottom line is that we adapt it to
most popular topic in this
moment it is who will win the ball
Golden
so we just took a picture
on which we put the three favorites
to the golden balloon ronaldo messi and
griezmann and everyone we associate
an emoji and have proposed in this live
video to users to vote
why this type of content cartonne
mans because they own the
two essential elements of the leap of
status a video and a number of like
who is so one who is pushed by the
vote
it’s a huge cardboard 2011 seen 15
millions of people affected
only what we considered
like evil a facebook mast the life of a
other eye and facebook has changed the
rules
facebook is what I have rules not
later than yesterday
since yesterday we no longer have the right
to use this type of live video new
media to offer Internet users
vote
is that a problem bah yes
I have not told you that this is not a
problem because it cuts the grass
under the feet we will be able to create these
contents that just cardboard can we can
also see him from another eye
because finally there nothing good
wicked and this new constraint
it will push us to innovate
editorially so what are we going
make
honestly today I do not know
the only thing I can tell you
is with the team and it’s going
surely will happen like that in
other media we will ask ourselves in a
room we will think and we will go out
in a few days in a few
weeks of new formats that are going
allow us to act again with
our community to spark his
emotion and inspiration
thank you
[Applause]
”
Be First to Comment