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BuzzFeed、Upworthyのこれまでと現在からみるバイラル/キュレーションメディア
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Sato Keiichi
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キュレーションメディアサミットの資料です。 海外のBuzzFeedやUpworthyを参照しながら、キュレーションやこれからのメディアについて考えます。
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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
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BuzzFeed、Upworthyのこれまでと現在からみるバイラル/キュレーションメディア
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キュレーションメディアサミット Web編集者 / 佐藤慶一 ∼BuzzFeed、Upworthyのこれまでと現在∼ 14年7月14日月曜日
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自己紹介 1990年生まれ ウェブ編集者 メディアの輪郭 現代ビジネス 佐藤慶一 14年7月14日月曜日
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目次 BuzzFeedのこれまでと現在 Upworthyのこれまでと現在 キュレーションの時代なのか? まとめ 14年7月14日月曜日
4.
前提:バイラルメディアとは? ①検索<ソーシャル ②ツイッター<フェイスブック 「バイラル(viral:ウイルス性の)」という言葉通り、 口コミで、爆発的に、広がっていくウェブメディア ③パソコン<スマートフォン だいたい7∼9割くらいのイメージ? 14年7月14日月曜日
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海外メディアの現状(フェイスブック) http://blog.newswhip.com/index.php/2014/07/biggest-facebook-publishers-june-2014 14年7月14日月曜日
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海外メディアの現状(ツイッター) http://blog.newswhip.com/index.php/2014/06/biggest-twitter-publishers-may-2014 14年7月14日月曜日
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海外メディアの現状 http://blog.newswhip.com/index.php/2014/07/biggest-facebook-publishers-june-2014 ■トップ15のうち7つがバイラルメディア ■記事数は少ない/ソーシャル上での存在感 ■ヤフー、NYT、WaPoに勝っている ■トップ15のうち3つがバイラルメディア ■トラフィック:Twitter Cards<OGP 14年7月14日月曜日
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タイトル+アイキャッチの世界 https://www.facebook.com/HuffPostJapan 14年7月14日月曜日
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目次 BuzzFeedのこれまでと現在 Upworthyのこれまでと現在 キュレーションの時代なのか? まとめ 14年7月14日月曜日
10.
BuzzFeedとは? 14年7月14日月曜日
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BuzzFeedとは? ■2006年創業したウェブメディア ■ハフポスト共同創業者ジョナペレッティ ■リスト(まとめ)記事を武器に成長 ■大手メディア記者も雇い、調査報道へ ■ネイティブ広告のみで年間130億ドル 14年7月14日月曜日
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BuzzFeedの展開国 ■2013年3月イギリス版 ■2013年10月ブラジル版 ■2013年10月スペイン版 ■2013年11月フランス版 ■2014年2月オーストラリア版 ■今後、ドイツ、日本、インド、メキシコ... 14年7月14日月曜日
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BuzzFeedのルーツ http://www.flickr.com/photos/techcrunch/8692674197/ http://contagiousmedia.org Black People Love
Us 研究:Contagious Media Experiments Nike sweatshops e-mail 好きな言葉でスニーカーがつくれるキャンペーン 「スウェットショップ(労働搾取工場)」→× メールのやりとりを友人に共有→バイラル 有力メディアが報じるまでに 「白人がどのようにすれば黒人に好かれるのか」 架空の黒人と白人カップルの写真をアップ 1ヵ月で60万PVに 無関心層の関心も集める/議論の活発化 14年7月14日月曜日
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記事=4000本 いいね!=1750万 シェア=700万 コメント=750万 1ヵ月に得る記事、いいね!、シェア、コメント数 月間 1日/1本 1日=133 1本=4300 1本=1875 1本=1750 直近1ヵ月UU=1.7億 14年7月14日月曜日
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コンテンツの変遷 2006∼2011年 2012年∼ バイラルコンテンツ リスト記事 画像 http://www.slideshare.net/AustinJHunt/buzzfeed-presentation 動画 流行ネタ(ミーム) 長文記事 速報記事 政治ニュース クイズ/音声 調査報道 14年7月14日月曜日
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参考:ハフィントンポストの事例① 詳細:『米ハフィントン・ポストの衝撃』 / 牧野洋氏 シックス・ディグリー理論 感染メディア 検索エンジン最適化(SEO) 社会学者:ダンカン・ワッツ 「知り合いをたどっていくと、6人目までに世界中の誰とでもつながる」 バイラルの専門家:ジョナ・ペレッティ SEO技術者:ポール・ベリー 14年7月14日月曜日
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詳細:『米ハフィントン・ポストの衝撃』 / 牧野洋氏 Bored
at Work Network viral, but × sticky 強いつながり ターゲット:「仕事中ヒマで仕方ない人たち」 一時的にトラフィックが集まっても、持続的ではない アリアナ・ハフィントン 大物政治家/大企業経営者/著名ブロガーの巻き込み 参考:ハフィントンポストの事例② 14年7月14日月曜日
18.
目次 BuzzFeedのこれまでと現在 Upworthyのこれまでと現在 キュレーションの時代なのか? まとめ 14年7月14日月曜日
19.
Upworthyとは? 14年7月14日月曜日
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Upworthyとは? ■2012年に創業したウェブメディア ■最高で月間約1億UU(現在は3500万UU) ■バイラルメディアのフォーマットをつくった ■50名ほどのスタッフ/1日10記事くらい ■1つの記事に対して、25本のタイトル案 ■FBページは640万いいね!(BFは300万) 14年7月14日月曜日
21.
Upworthyが話題に http://www.slideshare.net/Upworthy/the-sweet-science-of-virality 史上最速で成長したウェブメディア 14年7月14日月曜日
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Upworthyのルーツ① × 「フィルターバブル」 元エグゼクティブ・ディレクター イーライ・パリサー氏 元マネージング・エディター ピーター・キークリー氏 フィルターに囲まれた世界:検索エンジンの検索結果がユーザー個々 の嗜好で変化するフィルター機能によって、一方的な見地に立った情 報しか手に入らなくなること。知らないことや反対意見などが検索結 果に現れにくくため、フィルターの強度によっては、ユーザーが操ら れてしまう懸念がある。 社会運動 社会風刺 14年7月14日月曜日
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Upworthyのルーツ② 良質なコンテンツを求める人に広く届ける tl;dr(ネットスラング) Too Long, didn't
read(長過ぎて、読まない) 重要なコンテンツを求めていない人にも広く届ける 14年7月14日月曜日
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Upworthyの注目の動き 外部組織との連携 指標の開発 Attention Minutes(アテンション時間) 14年7月14日月曜日
25.
目次 BuzzFeedのこれまでと現在 Upworthyのこれまでと現在 キュレーションの時代なのか? まとめ 14年7月14日月曜日
26.
(デジタル)キュレーション “無数の情報の海の中から、自分の価値観や世界観に基づいて情報を 拾い上げ、そこに新たな意味を与え、そして多くの人と共有すること” 『キュレーションの時代』 / 佐々木俊尚氏 “基本的にまず私たちは、玉石混合の世界を作ることを目指していま す。その上で、ソーシャルの世界に「ノイズ」は果たして存在するの か、という意識ももっています。ある人にとってノイズでもある人に とっては「玉(ぎょく)」かもしれない”
LINE代表 森川亮氏 “コンテンツキュレーターとは、特定のテーマに基づき、それに関連 するグループや組織、コンテンツを継続的に見つけ続ける人たち” ブロガー ロヒット・バルガーバ氏 http://ascii.jp/elem/000/000/584/584037/ http://www.rohitbhargava.com 14年7月14日月曜日
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キュレーション市場規模 http://www.yano.co.jp/press/pdf/1264.pdf 2014年は178億円の規模 14年7月14日月曜日
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キュレーションの今後 情報爆発(総情報発信者時代) 人的・機械的なコンテンツキュレーション キュレーションの飽和(語義矛盾的な状況?) 14年7月14日月曜日
29.
目次 BuzzFeedのこれまでと現在 Upworthyのこれまでと現在 キュレーションの時代なのか? まとめ 14年7月14日月曜日
30.
まとめ ■ルーツ=アカデミックやフィルターバブル →トラフィックを集めて何を実現したいのか ■ソーシャル×スマホの可能性 →伝統メディアがなかなかできない強み ■キュレーションの飽和にどう向き合うのか →独自性/コミュニティ/ロイヤリティ...etc ■「つくる、とどける、かせぐ」の革新 14年7月14日月曜日
31.
最後に ke12nny@gmail.com https://twitter.com/k_sato_oo https://www.facebook.com/keiichysato メディア設計やコンテンツ戦略に関して なにかありましたら、いつでもどうぞ! 14年7月14日月曜日
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