SXSW – Biz Stone: Content as a Means for Social Change

12 03 2012

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Biz Stone is back at SXSW for the first time since Twitter blew up there in 2007. In the first of a series of stories he tells is about the birth of Twitter. Twitter wasn’t conveived as a channel for serious communication, it was meant to be fun and social. In the prototype stage, one of the first things Evan Williams tweeted (before the real tweets began to flow) was “Sipping Pinot Noir after a massage in Napa valley”.

By 2007 there were about 5000 twitter users and they “were all the dorks that go to SXSW”. It gave them the “South-West bump” and after that there was seldom a major world event that didn’t feature Twitter. When Biz was called by a journalist and asked about his involvement in a student uprising in Moldova he had to look up Moldova to find out where it was.

The remaining stories cover creativity, being prepared to fail, illustrated with reference to Wim Wenders ‘Wings of Desire’ and the compound value of doing good. Whilst the stories that Biz tells are only loosely connected, they are linked by a theme that links the future of marketing and corporate success to philanthropy. Its his philosophy for business and he walks the talk. Twitter had a CSR person years before it had a sales person.





SXSW – The Future of The New York Times

12 03 2012

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It didn’t take long for the Texas Tribune editor Evan Smith to get to the heart of the matter in his interview with New York Times executive editor Jill Abramson. Is the metered model really working for the New York Times? Abramson was unequivocal, at 390,000 at the last count, subscribers are a key revenue stream.

So does that mean that we can envisage a time when the print version will go altogether? “I don’t think we’re going to get there any time zoom” said Abramson and with 850,000 print copies still being delivered it is difficult to disagree.

Unsuprisingly Evan Smith is a great interviewer. The post Murdoch Wall Street Journal comes under fire, but Abramson isn’t drawn into criticising the direction the journal has taken under News Corp. “It’s still a major competitor”.

Despite, or maybe because of the paywall, The New York Times has embraced social media both as a way of gathering news and promoting their content “400 reporters are on twitter” says Abramson. Tweetdeck is used as part of the news gathering process.

The New York Times makes the metered model work because it is a powerful brand with loyal readers. Social media is an increasingly important part of the mix and inevitably, in the medium term, that will place pressure on the paywall. Abramson concedes “The free model works in terms of scale in certain ways”.








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