THE PYRAMID OF ONLINE MEDIA

CONSUMPTION

from spectator… to player: what are the consumption patterns?

Entire audience

Active minority

Spectator

Player

Entire audience

Active minority

I take a lookShort visits.

Non-targeted profiles, onlookers,

"stray" internet usersSpectator

Player

Shorter visitsfocused on images

(photo & video)

Spectator

Player

I take a look

I consume

Shorter visits,targeted,

focused on text.

Spectator

Player

I read

I take a look

I consume

reach

Spectator

Player

I read

I take a look

I consume

This content is useful to me. I store it one way or

another: 1.0 (bookmarks) or 2.0 (Delicious, Digg…)

Spectator

Player

I read

I take a look

I keep

I consume

I advertise the content to people around me

(orally, by email, through social

networks…)

Spectator

Player

I read

I take a look

I keep

I share

I consume

I vote for articles,take part in surveys

on the site…

Spectator

Player

I read

I take a look

I keep

I share

I rate

I consume

Long visits, comments posted,participation in forums.

Regular profiles, experts,

activists, enthusiasts.

Spectator

Player

I read

I take a look

I keep

I share

I rate

I comment

I consume

I read

I take a look

I keep

I share

I rate

I propose

I consume

I affect the editorial line:write to authors, suggest topics,

post new threads in forums,

moderate…

Spectator

Player

I comment

audience

Spectator

Player

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

In brief…

Spectator

audience

reach

Player

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Relationship between individuals and the media

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Involvement

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Participation

Involvement

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Participation

I’m on the site

Involvement

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Participation

I’m on the site

I use the siteInvolvement

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Distraction

Participation

I’m on the site

I use the site

I’m in the site

Involvement

Activeconsumption

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

What effects explain the various stages of the pyramid?

Spectator

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Player

Spectator

SEO Buzz

Media coverage Advertising

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Player

Spectator

P2P recommendations

LoyaltyMedia coverage

Identification

SEO Buzz

Media coverage Advertising

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Player

Spectator

Strong identificationActivism

ExpertisePassion

P2P recommendations

LoyaltyMedia coverage

Identification

SEO Buzz

Media coverage Advertising

I read

I take a look

I keep

I share

I rate

I propose

I consume

I comment

Player

The virtuous circleof online media

Positioning

Positioning

Content

Editorial strategyResources Monitoring

Positioning

Content

Recruitment

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Positioning

Content

Recruitment

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Repetition

Passive audience(distraction)

Positioning

Content

Recruitment

Network effect

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Repetition

Passive audience(distraction)Active audience

Positioning

Content

Recruitment

Network effect

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Repetition

Passive audience(distraction)Loyalty Active audience

Involved audience

Positioning

Content

Recruitment

Participating audience

Network effect

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Repetition

Passive audience(distraction)

Involved audience

Identification

Loyalty Active audience

Positioning

Content

Recruitment

Loyalty Active audience

Involved audience

Participating audience

Network effect

Identification

SEOBuzzMediaAdvertising

Editorial strategyResources Monitoring

Feedback

Repetition

Passive audience(distraction)

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