Fremtidens publist

This is really our starting point. I think this picture is absurd. I don't know how many of you see it as absurd in this picture. But I think this and I am a faithful reader of many net magazines. I sit as part of the media house Netavisen, so I have to say that when I take a competitor of that, that I belong there. But this I always meet on your side and I fearfully stumble over the setting that constantly meets me. Because I think I get updated when I go on E24. But E24 tells me all the time that you have to come to Facebook to stay updated. Follow us on Facebook, then we will stay updated. Why are you talking a lot about follow us on E24 to stay updated? An old editor would have taken that step. And be careful, maybe use another expression if they want you to follow them on Facebook. That there is something going on on Facebook that E24 wants me to follow. But not to stay updated, that is their value. So in that context it is not so good to stay completely sure of what you do yourself. When even the traditional press measures all its users on Facebook to stay updated, do I do something right if I build my own castle and my own home and work with my own content? That is a big question and I have strong opinions about it. And it depends on whether you will own or rent. And of course you have to do both. This becomes metaphorical, you should own and you should rent. You should not just rent, I mean. So those who think that we can just rent our content or build our own pages where we publish it, be it an episode based website or other sources of content, you have to have control over it and I will try to argue for it. I will try to say something about it and then it is allowed to disagree. I know that there are some people out there who agree with it and think that we publish freely here. It is not necessary to have servers or it can be in the cloud, but it is not necessary to own. I mean it. You should of course also rent. I am not saying that it is wrong to use places like Facebook. I definitely think it is not wrong to use places like blogs. But what I am trying to argue for constantly and what I will try to make a case for today, is that you have to know what to do when you are going to do it. Okay. I have become gray in the hair, so I can talk about the old days with the heavy ones. I was on the internet in 1995. That was about the day I started with it. But this is how the world looks when the internet, as we know it today, comes to Norway. There are probably some who recognize each other. There are not so many who may know each other in a K-7, but maybe some even know each other in a K-7. There was a student council in the Norwegian Trade High School. These were the students who talked about what they were concerned about. Hermansen was a hunk already. That is a bit sudden, but this is what we met when we started with the internet. And this was the publicist. If you were not the editor for this student council, you had to advance. It was not so difficult to be a publicist. I guess I have not gone through any communicators. Here it is just a request from someone who should have a job. They placed the serious students, who read good news, while the market leaders know what people actually read. They placed themselves here. I do not know if any of you were in that A-plan, but I was allowed to enter with that. They also tried to place themselves here and meet as many people as possible. Or students. But this was a serious time. It was the only place you met these students. Big publicists like D.N. and others at that time. They bought themselves into the ads to meet their target audience. Right? Which was at that time. Okay. My starting point is that in the old days there were not so many publicists. And the old days do not count that long ago. It is 20 years ago. We others were the market leaders. Everyone else who would communicate products and services was the market leader. And used their time to work out brochures, pamphlets, announcements and so on. So we placed ourselves on different levels where the publicists were. The publicists were the ones who had control over the audience. Then came the PR people. And the PR people were a bit of a hot race in the long period. But that is a long time ago. But at that time I would assume that everyone else was the market leader. This is a slide with all kinds of icons. I do not know if anyone recognizes it. It looks like a pixel. But if anyone recognizes it, they remember MySpace. This was the earlier one. There are several logos here that you might remember that you had seen today. That time they were big. But there are some big ones. And there is a lot of actors out there. And they are the ones we are going to relate to. And a lot of people tell us that this is where we are going to be with our content. And then we will see how it is today. This is a good day at the office for a mom blogger. I have to admit that I am still talking. And this is what they are concerned about. I am sure that many of you are sitting with analysis and statistics and Google Analytics. And God knows what. To keep order on what needs to be done. This is her daily life. But it follows a bit how many unique visits you get. And how many side shows you get. You see that it is sometimes overflowing. And this was a very good day at the office. It was almost 300,000 side shows that day. And that is nice. And the question is what is going on. Because she has quite a lot of visitors. She has around 2000-3000 visits a day. And that is nice for someone who makes her own blog. And doesn't live off of it. As far as I know. This is a blog that she has that she would like to keep. Without it being 100% before her. What is happening is that we are discovering a little story. And all are equal princesses. At least not everyone who doesn't know about it. But all are equal princesses. This is one of Disney's. And the starting point was that this mom blogger. She has, she has the same number of followers as many of you. And many of them are children. She has a lot of children. I think she is pregnant now. Again. This story she has made is about a princess. It is about some merchandise. And we discover this. Or Toril Gyldenskjav, who is our community manager. Discover this story. What she writes about is that her son who is in childhood. He really wants to wear such shoes. And is a little shy and afraid to be himself. And she writes about that she gets attention from another adult. Who gives his son attention and gives him a scolding for his nice shoes. Okay. So now she has all the ingredients. To get a little lump in the throat and feel it. And to be yourself and so on. And if you look at the numbers, it's pretty good for a blogger. There will probably be other numbers today that can show even bigger. But of course when you get 122,000 reach, that's pretty good. And then you have 842 reactions. And you have almost 100 shares. That's quite a lot for us. Blog.no has its Facebook page for over 70-80,000 followers. Okay. But what does this actually mean? 122,000. I don't know if you're used to seeing these statistics. But it's a different everyday life as a part of the publicists we are going to relate to. They are divided a little differently. And the reaction is total 1372. But they say that we have reached so many people. But do we really have reached those people? We looked at the statistics and said that we have the most likely. Because we had a terrible lot of visitors. But then we go in and see what this actually means. And it doesn't really mean that much. We have 12,000 total clicks. On this post on Facebook. But of those, it's only 8,000 who have actually done what this blogger, but it's not her who has done it, it's us who have done it, but would like to click on the link to the thing. And go in. Everyone else has liked and shared and discussed this on Facebook. And that's fine. It's not that it's something wrong with it. And they've probably gotten along with it, but they haven't read the whole post. At least not from Facebook. What we actually see is that 7% of those on Facebook say they have reached. Who actually click on the thing. And this is not unusual. I checked with the board in the net And if you click on the link to the thing, then this becomes the eyeballs. If you click on the link, then it becomes the king. But if you click on the link to the thing, then this is not so good. And we know that 47,000 unique people have been in the blog for three days. So it's not Facebook that drives the traffic to her blog. It means that she works with other channels. And she does that of course. She has a blog, she distributes it to many places, among other things. So even though it may look very good, it's important that we get to know what the actual effect is. And when it comes to Facebook, I'll say a little bit about that of course. We have to talk about Facebook. They have constantly changed what you get from the effect. Some numbers. 16%. And this is a downward spiral. I'll try to see if it goes down a little bit. 16% is what Facebook has recently confirmed. Is it average numbers you can expect from those who follow you on Facebook when you post a thing in reach? Then we're back to these 122,000. So the post we saw was exceptionally good. Because we have 70,000 followers and then we got a reach of 122,000 on the post. So it's abnormal and then the statistics goes up. I don't often talk about such large numbers. I understand that it's difficult to do that. And then it becomes a big misuse. But they have confirmed average, so it's 16%. Two seconds. That's the time. That's the goal, because Facebook says that someone has seen your video. I don't know what you get with two seconds, but I need a little more time before I'm ready. 30 seconds. That's what YouTube says you should have seen on a video before it has been shown. So the statistics for YouTube and Facebook you can not compare. Auto play. If you publish a video on YouTube, you have to be a little careful how you use it. Because if you put it on Auto play on your home page or other places, they will ban you. They will call it a scam in traffic, a scam in ads. Now YouTube is putting money and looking at ads. It could be that you have a YouTube channel where you have a right to ad revenue and so on. So they have a mechanism that has connected to what Facebook does not have. If Facebook has Auto play as default. So when they count your content on video and then they have a video on Facebook. If Facebook has your content on video, it is an auto play video that has been stopped streaming for two seconds before the user scrolls. So the probability that the views you have told on Facebook are much higher than the actual views is quite high. And when I discuss whether to fool people or not, I do not necessarily think so. But Facebook has an agenda. They want to position themselves on video. They have had a great success on video, at least according to their own numbers. But it is important to remember these things in relation to your own content. Because if I am going to use video as content. We have video today, we will use it on the EP server later in the long haul. So it is important to know where the views are and how I can drive traffic into it. 301 views. I do not know if you have any relation to that. But the 301st view of a video on YouTube is still there. What happens is that YouTube goes in and says, have you bought traffic? It is abnormal. Now it has got 300 views. It is no more than 300 views. So Google stops the views until they have verified that there is nothing wrong with the traffic. Again, they have another model, of course, so that you can make money on the video. The algorithm. It is another thing that is important to think about when you are going to be out there with all this content. And we relate to Google and Facebook right now. But Facebook is Instagram. I do not know how many of you have experienced a change on Instagram or use Instagram a lot. But Instagram had a simple algorithm. Algorithms are just rules. They are not mystical or anything like that. They are just set rules that are completely detailed, telling what is going to happen when. The algorithm on Instagram was published successively, based on data, all the content that was posted by people who use it. As it was 14 days ago. I do not know if you know the change. The change that Facebook made now was not violent. The only thing they said was that it would not last any longer. Now it has become too difficult. Now it becomes difficult to know what is shown, which is, so to speak, contextually correct for the user. They just put in some other rules. So now you do not necessarily get all the content from all those you follow. And then they said that it is only those who actively say that they follow it, who get shown the content. This is an example of that you must have control over your own content, because you have to think of Instagram as a distribution channel. The rules can change. Okay, I'm starting to have a bad time. Already. Okay, so the starting point is that as a publicist, market leader, PR employee, what it must be. If you think that you outsource everything you have of content management, I think you end up like this guy. Because things change constantly. And I have a little knowledge of stocks. Stocks have increased. They have paid reach, as it is called on Facebook, by 50%. And yet the reach has gone to 20%. And that is only the last 12 months. And it is not because Facebook is bad, but because Facebook has to do something. They have to clean their walls constantly in relation to all the traffic that has to be there. And that is a challenge. They get half of their users in stock now than they did a year ago. With the same measures. Of course Facebook is great, but it is not free. Okay, the media should not spend a lot of time explaining the situation today. I'm sitting in the middle of a media house. We are lucky to earn money. There are some who do not do that. What the media needs is readers. And it is tempting to go out where the traffic is. Stocks or other books, while they are a stock, they need paying customers or need someone to do the transaction. I think that both are in the room. People who have an intention with their advertising and those who just need readers. It is an intention. The difference between the old days and now is not that big. I think this is a small quote. It is not too small. It is a quote. And what it reflects on is the good old days again. I'll go back. This is the TV. It is Frank Zappa who talks about how the media manipulates and uses and so on. And the big media that he thinks is scary and difficult to understand. And that he thinks is quite negative. Today we are a little there that Facebook has played a role in communication out there. Facebook is the big troll that everyone relates to. And they are giants or titans, you can almost call them. Them and Google and a few others. And what is right for them is not even right for us. And I think that is extremely important to relate to when we are out there. It is Facebook that makes them so big, like TV had in its time. There are a lot of people. And a lot of people are good. I sit alone and have a lot of people on our platform. And I know that is what is appreciated. There are a terrible lot of people out there. But the question is, is there no money? If I publish something on Facebook today, it would probably be in instant articles. You will probably get to demonstrate later. What they are trying to get the press to do is to publish all their content there. And then they say that they can earn everything. Just like before, you can sell the ads for 100% of the profits. We make sure that it is quickly delivered. That is good. So there is a lot of money there. You can earn a terrible amount of money and you do not have to sell the ads either. Because they say, and YouTube says that too, they are now coming up with their own program for video platforms. Where they try to sell video platforms to all of you. They say that we can sell the ads to you. Then we take a cut. But then you do not have to think about that. Then we give you money. That is very good. That is super. But what we have to ask ourselves is, is it like this over time? If you search for example, Facebook algorithm changes. You do not have to change it. Because that is what you get. Since they started, they have changed their rules and their ways of handling content all the time. They say that when Facebook has got the whole world's media on board, the question is, will they be able to handle all of this equally? We see that already now they have been out and done it. It is not many weeks since they started this test project with Instant Articles. It is maybe a month, but we ordinary people have only had a week or so. But already now they are out and talking and arguing that they are going to prioritize something different. So that users can get it right. And I believe in them. Because what they see is that there is a terrible amount of content. A lot of content is going to be presented to me every morning when I go on Facebook. Of course they have to stock up on the cards. But I also believe that they have an agenda. And of course they have that. They are going to make money. There are a lot of people who come to blog.no and say that they have a huge idea. That they want to do and want to use. And I always say that is fine, but I can not give away for free. I earn on this. I have to have income. Facebook should also have that. There is no surprise. There is no troll or anything. It is just like that. I assume that all of this is a big bottle case. Where there are terrible risks. Because there are so many people. And there are so many simple solutions. And it is so easy to get an effect. That we jump into it and then we get stuck there. We get caught. And I think that is the main argument that can be put in the bottom. When we talk about our own content. It is not about whether you need to get people to your online store. And get your goods sold. Or if you want to earn money on ads on your content. Like the media does. No one needs to think about that. NRK is in the room here. I think NRK is a pretty aggressive instant article strategy. And of course they can have that. BBC still says that. Because it is not dependent on anything else than to spread content. And that is something else. Okay. So what we have to ask ourselves is who is asking who? I'm not sure that anyone is asking anyone. But we have to ask ourselves. Do I become a fool when I place all of my content out there? Do I become a fool if I put my video on YouTube. And their video platform. Instead of having the video on their own platform? Do I become a fool if I put all of my content on an external media? On a blog? And then you criticize the blog a little bit. If you establish a blog, that's where we build. You have to think about where the search engine goes. The robots. Where do I have the audience and so on. But I think we will soon become the one who will fool us a little bit. But nothing is free. Absolutely nothing is free. And it doesn't matter if you become a fool. But it can happen that you sit down and feel that you have become one. It is terribly stressful. And there is a lot of stress connected to publishing in many different channels. And my argument is that we don't need that. My argument is that we don't need to be everywhere. I can't understand why the head of the board in one of our biggest financial institutions. Runs actively without an Instagram account. I actually don't understand. But they probably don't understand that. And they probably have an idea of what they should use. But I have my doubts that they are the core of what they should use their time on. At least those who work with content. I think they have much more again to build a destination and build around the processes. And build regular PR than they do with that. Then I will talk a little about financial institutions. Because now I can go back a little. It is not so terribly new. And I usually say that every single project I hold. And I have held some. Once in the 80s, maybe some of you remember already. It was a sad news last night. But the 80s was also a time when things were terribly different. Because the end insurance is a logo that many have not forgotten. It is part of the one-sided. Because those who are one-sided now. But I was in there in my time. In the 80s, when you sold insurance, you had insurance companies. They ran home to people. It was sitting in the couch, drinking coffee, eating small cakes. And then talk a little about the economy and pensions. And find out self-reliance and quotas and all that. And create some trust. I remember that Aseran Dør who drove a nice new Mercedes. He felt good. But he did not use the one he was out and sold. Because he could not. He could not be seen that he felt so good. So he had a regular Ford Townsend or something. Which he drove around to people. But it was how they did. The union existed from the old days. But then they found out that they would buy bearable pensions. Now we are talking about the 80s. So they were wearable. And I saw them. And they were heavy. Really heavy. And to make it worse, the market director had put a printer in that suitcase. So they ran around with this. But the idea was that we have to try to get the apartment. Because what happened in the old days was that you were there. Everyone agreed. Aseran Dør went out and had... He did not have a signature. Because it did not work that time. But he had a contract with Mattio. And a yearly bonus of 100,000 was fine. And then they went back to the office. With the secretary who was working to get all the police to register. And then you went out with the mail. What do you think the success rate was? Then they had figured out that they would use the 100,000 on something else of course. So the success rate was quite low. But the market director in the United Insurance found out that if I could get that signature there. Then it would be fine. And he was a great success. He was very criticized by others for running the raw sales. But he said that they had to buy the company against their will. So it was something attractive. So what we are talking about is that you have to know what you should do this year. As in 1988 when it was with the smugglers. We are back to that. And if you are a small company, a small organization. Then you are Jack of all trades. But you still have to think about these things. You have to know if you are going to run the market. If I am going to run the market, what should the SSA do with my content? Should I run the market on my own site? Yes, someone does that. Because that is correct. You build the market in your home and make sure to get new products and services. A retailer will typically do that. Maybe they are even the biggest channel for their own marketing if they are big enough. Others are not that old. They have not positioned themselves so well. So they have to work with other companies. Then they can do marketing on Facebook, or on a blog. Or on Instagram. Or Snapchat or whatever. It can be correct. And if it is like that, then Twitter is gone. How many people use Twitter now for communication? Twitter was gigantic. Now it is not that big anymore. And everyone is talking about Twitter disappearing soon. If you have built your whole strategy on Twitter, then you are out running it. But a market leader does not care who has the money. He only cares about the money. Okay, get involved. Many people make things there. You can get involved on the home page of course. But you have to think about selling something else. You should have conversion if you are going to sell everything else. It is just nonsense. There are old, good strategies that need to be thought of. And then you have to put on social media responsibility. You have to sort everything else. Because it is just about reach. But reach? When you talk to old advertising people, they know what reach is. And they will manage to get that. But they have to aim to know how to use it. Otherwise it does not matter. Missionaries, some just have to do that. Spread the good word. And that is fine. Then it is 120,000. That is super. Check. The more, the better. And then it is about getting something that goes viral. Now it is big. I do not know if you read the trend report. You have to be a little careful. Because it is a bit like reading the medical manual. If you are a client. But if you are going to read it. I think trendwatcher is one of the better. Trendwatching. If you do not read the whole thing. Then you get this. Because I think this is much more true. This is from your 2016 report. And that is that we are so concerned with building content. So many different channels. And so different types of content. To optimize these. But think about it. That the customers do not care so much. Until now, they have not cared so much. Two years ago, everything was mobile. I do not know how many who can sit and nod. And say that it was all right. Today, no one talks about mobile. Now everyone talks about VR. But that is not where we are going to go. Now everyone talks about VR. But that is not where we are going to go. So trends are something you should follow. But that is not something you should necessarily turn on. But you should think about how you create contextual communication. And that you own best at home. I mean. Fast. I'm a little out of time. It's not just my fault. I saw it tick in the intro. Maxbo. I have not seen them so much. But I think they do more right. I did some research. It looked like they needed something at SCO. But anyway. They publish a lot of videos. In connection with the chart you can. And of course you do. And it needs to be on your website. Because if I'm at home and I'm going to buy it. Then this is more to get me to buy more. Or maybe actually become. But if this video just passed by on YouTube. Or on Facebook. Or maybe just a snap on Snapchat. I would have gotten a lot of viewers. And market followers would have been happy. But those who would be there. Maybe not as happy. But it's not just about being there. Because I happen to know. I talked a little bit about these videos. Over the doors. That are here and take an impact. They publish them on YouTube as well. But they run a canonical. A little technical. And they have links that say the original is on Maxbo. And they can also make samples. A little cut of it. And share it on faster media. Like Facebook. Which has this 2 second. You just need to show a sample. And come over to us. And they do. It's good to use content. And then I'm going to end with a home for us. And all that stuff. I don't mean a hotel. I mean that it's madness. And not your own content. A blogger, to go back to what I'm doing today. Why should they publish all their content. Directly on Facebook? They live by people coming to them. Why should Netavisen E24 and others. Share all their content on Facebook? There is no reasonable explanation for that. It's to outsource all the gold you're sitting on. And that's wrong. I think that those who market and talk about how important it is to have a strategy for instant articles. It's important that you use all of this. But it's a question of how you should use it. Not that you should use it for a higher price. And then I reach my goal. 3 minutes over time.