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Escenario y cultura de la Web social + 10 pistas para medios que quieran cambiar

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Conferencia en Quito organizada por la UTPL y la revista Líderes, 16 de abril de 2009.

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Escenario y cultura de la Web social + 10 pistas para medios que quieran cambiar

  1. 1. Escenario y cultura de la Web social + 10 pistas para medios que quieran cambiar José Luis Orihuela Universidad de Navarra @jlori ecuaderno.com
  2. 2. President and Mrs. Johnson Dance at Inauguration Ball, 1965 - © Corbis
  3. 5. 25 de diciembre, 2006
  4. 6. 5 de febrero, 2009
  5. 7. http://www.scripting.com
  6. 11. El escenario de la Web social
  7. 12. Hoy la tecnología...
  8. 13. le permite a la gente...
  9. 14. convertirse en Medios.
  10. 15. ¿Qué son los medios sociales y qué hace la gente con ellos?
  11. 16. http://www.briansolis.com
  12. 17. Wikis Weblogs Vídeos Redes sociales Microblogs Marcadores sociales Fuentes RSS Fotografía Filtros sociales Audio y Música Agregadores
  13. 18. <ul><li>Web y Móviles + Software Social + Actividades de Comunicación = Web.2.0 </li></ul>
  14. 19. 1. Publicar contenidos propios <ul><li>Texto </li></ul><ul><li>Imágenes </li></ul><ul><li>Audio </li></ul><ul><li>Vídeo </li></ul>
  15. 22. 2. Agregar y mezclar contenidos ajenos <ul><li>Noticias, fotografías y vídeos </li></ul><ul><li>Creación de páginas de titulares </li></ul><ul><li>Configuración de páginas de inicio </li></ul>
  16. 23. 3. Promover, valorar y compartir contenidos <ul><li>Filtros sociales de noticias </li></ul><ul><li>Reenvío y republicación de contenidos </li></ul>
  17. 25. 4. Participar en redes sociales
  18. 27. Julio, 1993
  19. 28. Junio, 2007
  20. 29. 5. Cooperar <ul><li>Construcción compartida de conocimientos </li></ul><ul><li>Escritura en colaboración </li></ul>
  21. 30. Los usuarios quieren... <ul><li>Publicar </li></ul><ul><li>Mezclar </li></ul><ul><li>Compartir </li></ul><ul><li>Relacionarse </li></ul><ul><li>Cooperar </li></ul>Y lo hacen fuera del espacio de los medios tradicionales...
  22. 31. Claves culturales de la Web social
  23. 32. “ Una tecnología es tecnología sólo para la gente que nació antes de que fuera inventada ”. Alan Kay
  24. 40. 1. Publicar como acto personal y autogestionado
  25. 41. 2. Compartir en comunidades
  26. 42. 3. Entender la comunicación como conversación y participación
  27. 43. 4. Valor de la reciprocidad y el reconocimiento
  28. 44. 6. Ansia de información, curiosidad e inquietud
  29. 45. 7. Ubicuidad WiFi – Bluetooth – 3G
  30. 46. 8. Inmediatez http://blogs.publico.es/medina/
  31. 48. 9. Un estilo de escritura breve, informal y con humor
  32. 50. 10. Destreza para la lectura y escritura basada en enlaces <ul><li>Link </li></ul>
  33. 51. 11. Habitar simultáneamente en dos mundos <ul><li>Mundo “real” = mundo físico + mundo virtual </li></ul>
  34. 52. 12. Pasión
  35. 54. 10 pistas para medios que quieran cambiar
  36. 60. 1. Definir la identidad del medio por el contenido y por la marca, no por el soporte <ul><li>Antes </li></ul><ul><li>Times News paper </li></ul><ul><li>Ahora </li></ul><ul><li>Times News </li></ul>Web Vídeo Podcasts Paper Magazine Mobile Books
  37. 61. <ul><li>Revistas : National Geographic (11 ediciones), Adventure, National Geographic for Kids, Traveler, World </li></ul><ul><li>Televisión : National Geographic Channel (11 regiones) , TV Explorer en MSNBC, National Geographic Today </li></ul><ul><li>Vídeos, DVD, CD-Rom, Música, Libros, Mapas </li></ul><ul><li>Artesanías (Novica) </li></ul><ul><li>National Geographic Store </li></ul><ul><li>National Geographic Online </li></ul>
  38. 62. “ Our product is our journalism, not the forms of that journalism” David Brewer, CNN Interactive Europe
  39. 63. 2. Aprender a escuchar y abrirse al diálogo y a la colaboración con los usuarios
  40. 65. “ If It Doesn't Spread, It's Dead ”. Henry Jenkins
  41. 66. 3. Incorporar a los superusuarios
  42. 68. 4. Integrar aplicaciones externas
  43. 72. 5. Diseñar contenidos para aplicaciones externas
  44. 73. 6. Ofrecer contenidos para llevar
  45. 76. 7. Adoptar una voz personal y cercana
  46. 78. 8. Redescubrir el valor de lo breve (y descubrir el valor del enlace)
  47. 80. “ Cover what you do best and link to the rest”. Jeff Jarvis
  48. 82. 9. Integrar I+D y formación en la cultura y en la estructura de los medios
  49. 83. 20-percent time We offer our engineers “20-percent time” so that they’re free to work on what they’re really passionate about. Google Jobs
  50. 84. 10. Perder el miedo a cambiar
  51. 86. Prototipo 30 30 de Innovation International Media, junio 2008
  52. 87. “ Newsmagazines become newsbooks, and newspapers become newszines ”. Juan Antonio Giner
  53. 91. trueslant.com
  54. 92. Dick Fosbury Oro en salto de altura, Juegos Olímpicos, México 1968
  55. 94. <ul><li>Innovar es </li></ul><ul><li>hacer algo de un modo nuevo , diferente, original </li></ul><ul><li>hacerlo mejor que los demás </li></ul><ul><li>y crear un modelo </li></ul>
  56. 95. ¡Gracias! José Luis Orihuela ecuaderno.com @jlori

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