November 16
Viernes

• 09:00

  Introduction

  Lugar: 

  Hall 74 - First Floor

   A presentation of the lecturer and participants. An overview the workshop’s program and rules. Q&A.

• 09:15

  News in the Age of Digital Platforms (1st Part)

  Lugar: 

  Hall 74 - First Floor

  Exercises: An analysis of the latest changes in Facebook’s News Feed. Building a social network.

  Lecture: The science of recommendation algorithms behind Facebook’s, Instagram’s and Youtube’s feeds. How to optimize for viral distribution. How to optimize for comments.

• 11:00

  Coffee Break

  Lugar: 

  Ground Floor

• 11:30

  News in the Age of Digital Platforms (2nd Part)

  Lugar: 

  Hall 74 - First Floor

  Analysis of a data set: Trends in online use for news, with the focus on trends in social and mobile.

  Discussion: exchange of participants’ experiences with digital platforms.

  Briefing: the best practices in using social platforms for the editorial purposes by the news publishers.

• 13:00

  Lunch

  Lugar: 

  Hall 74 - Ground Floor

• 14:00

  Marketing in the Age of Big Data

  Lugar: 

  Hall 74 - First Floor

  Exercice: Psychology tests developed by the University of Cambridge.

  Lecture: The latest trends in digital marketing: psychometrics, Big Data, and addressability. Digital marketing vs. traditional marketing. The role of trust in marketplaces.

  Analysis of case studies: the electoral campaign of Donald Trump, Facebook and fake news factories.

  Discussion: exchange of participants’ experiences with digital platforms.

  Briefing: the best practices in monetizing social platforms by the news publishers.

• 15:30

  Coffee Break

  Lugar: 

  Ground Floor

• 16:00

  Digital Disruption and Transformation of News Companies

  Lugar: 

  Hall 74 - First Floor

  Discussion on a case study: Evolution of a business model of the New York Times.

  Lecture: Three waves of digital disruption. Decoupling effects of digital platforms such as Facebook on news business models. Framework to respond strategically.

  Group work: Generating business models that address the roots of digital disruption.

  Briefing: Platform strategies at Agora, Axel Springer, Huffington Post, and Buzzfeed.

  Group work: Applying the framework to participants’ companies.

• 17:00

  End of Masterclass