Programme | Masterclass: Digital Platforms Strategy for News Publishers
Masterclass: Digital Platforms Strategy for News Publishers
Sessions
November 16
Vendredi
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09:00
Introduction
Location:Hall 74 - First FloorA presentation of the lecturer and participants. An overview the workshop’s program and rules. Q&A.
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09:15
News in the Age of Digital Platforms (1st Part)
Location:Hall 74 - First FloorExercises: 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.
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11:00
Coffee Break
Location:Ground Floor -
11:30
News in the Age of Digital Platforms (2nd Part)
Location:Hall 74 - First FloorAnalysis 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.
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13:00
Lunch
Location:Hall 74 - Ground Floor -
14:00
Marketing in the Age of Big Data
Location:Hall 74 - First FloorExercice: 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.
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15:30
Coffee Break
Location:Ground Floor -
16:00
Digital Disruption and Transformation of News Companies
Location:Hall 74 - First FloorDiscussion 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.
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17:00
End of Masterclass