Aralynn McMane - Młodzi użytkownicy i dziennikarstwo: na ekranach i nie tylko

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Prezentacja Aralynn McMane (WAN-IFRA, Paryż) na konferencji Digital Journalism Days (3 października 2013) w Agorze.

Prezentacja Aralynn McMane (WAN-IFRA, Paryż) na konferencji Digital Journalism Days (3 października 2013) w Agorze.

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  • Bandwagon, created in 2012, is an online platform and contest hosted by Namdalsavisa of the Amedia Group that allows increased exposure for both musicians and the newspaper. Musicians and songwriters create personal profiles where they can upload their music. Readers can then vote for their favorite local musicians, and those with a majority are entered into the regional and national finals. Local artists gain recognition through editorials and shares on social media websites. Along with increased exposure, Bandwagon participants also benefit from the oppurtunity to apply for the RAMP scholarship. The RAMP scholarship, established by famous musician Åge Aleksandersen, awards a talented young Norwegian musician 32,000 euro. The uploaded content from these artists provides the newspaper with ample material to develop their print and digital platforms. Bandwagon is promoted through a “multi-channel” marketing strategy, including editorial coverage and national events, like the upcoming four-day festival “Bandwagon Camp.” This user generated content strengthens Namdalsavisa’s relationship with the community, specifically concerning young readers. It also strenghtens their brand. The newspaper gains exposure through “shares” on social media, including Facebook and Twitter. This user generated content has increased readership tremendously among the target age group (see results). The Bandwagon project has been quite successful and continues to expand. The number of registered artists on the site has increased from 30 in 2012 to 950 in 2013. The number of songs uploaded increased from 60 in 2012 to 1463 in June 2013. The scope of local host newspapers has also increased from 26 in 2012 to 71 in 2013. The annual readership survey also indicates success. Torquay Herald
  • Young people hate getting news from a "lifeless" source. The language you use should be engaging and fun - and that means reporters have to track their stories uploaded on Facebook and Twitter, and respond in a positive manner to any feedback. They have to be trained to instigate discussion - though that really is part of the job description of a reporter anyway. Our #RAGEchat series has arguably seen more success than a similar online discussion run by our main News Desk, because the tone of conversation is less serious and more fun - and sometimes even sarcastic.
  • Our #RAGEchat series has arguably seen more success than a similar online discussion run by our main News Desk, because the tone of conversation is less serious and more fun - and sometimes even sarcastic.Young people hate getting news from a "lifeless" source. The language you use should be engaging and fun - and that means reporters have to track their stories uploaded on Facebook and Twitter, and respond in a positive manner to any feedback. They have to be trained to instigate discussion - though that really is part of the job description of a reporter anyway. engaging. Many of our followers on R.AGE know our reporters by name, and can recognise our style of tweeting. That keeps them engaged, makes them more open to interacting.
  • https://www.facebook.com/notes/facebook-journalists/study-how-people-are-engaging-journalists-on-facebook-best-practices/245775148767840
  • Our #RAGEchat series has arguably seen more success than a similar online discussion run by our main News Desk, because the tone of conversation is less serious and more fun - and sometimes even sarcastic.Young people hate getting news from a "lifeless" source. The language you use should be engaging and fun - and that means reporters have to track their stories uploaded on Facebook and Twitter, and respond in a positive manner to any feedback. They have to be trained to instigate discussion - though that really is part of the job description of a reporter anyway. engaging. Many of our followers on R.AGE know our reporters by name, and can recognise our style of tweeting. That keeps them engaged, makes them more open to interacting.
  • Our #RAGEchat series has arguably seen more success than a similar online discussion run by our main News Desk, because the tone of conversation is less serious and more fun - and sometimes even sarcastic.Young people hate getting news from a "lifeless" source. The language you use should be engaging and fun - and that means reporters have to track their stories uploaded on Facebook and Twitter, and respond in a positive manner to any feedback. They have to be trained to instigate discussion - though that really is part of the job description of a reporter anyway. engaging. Many of our followers on R.AGE know our reporters by name, and can recognise our style of tweeting. That keeps them engaged, makes them more open to interacting.
  • Example - After our discussion about how young people will cope with a recent #PetrolPriceHike in Malaysia, we published the best responses we received. As usual, the young people were thrilled to see their opinions in print, and a few of them took photos of the page and uploaded them to social media. Over the years, this practice has helped build our reputation as a platform for young people to be involved in writing the news."Letters ffrom readers" pages are becoming obsolete, because if readers wanted to know what the public thinks about a particular issue, they could easily just canvass their Facebook timelines. Instead, R.AGE publishes tweets and Facebook comments whenever we run discussions on social media.
  •  We all know that building a "tribe" or community online is important, and one thing that has worked for R.AGE in building our tribe is showing them what goes on behind the scenes. It allows our followers to feel closer to us, and it is a nice break from incessant news coverage.
  • ShareYourMoment:Richard Deitsch, awriterforSportsIllustrated,foundaphotooftwobrotherscelebratingYale’shockeynationalchampionship.Thecelebratoryimagegavehimanidea.Hetweetedasimplequestiontohis87,000followers:Howmanyofyouhaveaphotographofthesinglebestmomentofyourlife?Hundredsofphotosweretweeted,showingeverythingfromcancerpatientsbeatingtheirillnessestoweddingsandbirths
  • ShareYourMoment:Richard Deitsch, awriterforSportsIllustrated,foundaphotooftwobrotherscelebratingYale’shockeynationalchampionship.Thecelebratoryimagegavehimanidea.Hetweetedasimplequestiontohis87,000followers:Howmanyofyouhaveaphotographofthesinglebestmomentofyourlife?Hundredsofphotosweretweeted,showingeverythingfromcancerpatientsbeatingtheirillnessestoweddingsandbirths
  • ShareYourMoment:Richard Deitsch, awriterforSportsIllustrated,foundaphotooftwobrotherscelebratingYale’shockeynationalchampionship.Thecelebratoryimagegavehimanidea.Hetweetedasimplequestiontohis87,000followers:Howmanyofyouhaveaphotographofthesinglebestmomentofyourlife?Hundredsofphotosweretweeted,showingeverythingfromcancerpatientsbeatingtheirillnessestoweddingsandbirths
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.
  • Don't expect interactions on your platform to explode overnight. R.AGE was very lucky in our first year on Twitter, as we were the only mainstream news source on the platform at the time. But on our other platforms - Facebook, Instagram, YouTube, etc. - success has come rather slowly. Building a digital community takes time. Example: A popular YouTuber in Malaysia, JinnyBoyTV, was assumed to have become an overnight sensation after his short film "My Generasi" went viral and received over a million views in less than a month. The reality is, JinnyBoyTV had been around for years, slowly building an audience and trying to find the right formula. It turns out for them, short films with a distinctly Malaysian flavour was the way to go, and not the [video blogs] they were previously producing.

Transcript

  • 1. Some examples of how young people interact with news in the digital age and how some news operations are making a young audience active in reporting. Aralynn McMane WAN-IFRA Youth Engagement & News Literacy DIGITAL YOUTH & JOURNALISM SCREENS & BEYOND
  • 2. PROMOTE NEWS PUBLISHING TO YOUTH Pro news is 4 U Press freedom, too
  • 3. PROMOTE YOUTH TO NEWS PUBLISHERS Take youth seriously. Be there for firsts. Make it personal.
  • 4. WORLD YOUNG READER PRIZES How we find out
  • 5. ENGAGING THE YOUNG FIRST THINGS TO TRY 1.Get youth out of the Ghetto. Remember basic diversity strategies. 2.Be where they are - in school, online, network buzz. 3.Journalism with the young - Reporting for real is really cool. 4.Let them meet you - more than just the tour. 5.Help them take part in important matters of the day 6.Pay attention to parents ! “Our kind of news is good for your children.” 7. Be there for the life-stage “firsts” in their lives.
  • 6. WHAT’S THE NEW PART NOW? IT’s ALL ABOUT INTERACTION IT’s ALL ABOUT PARTICIPATION IT’s ALL ABOUT SOCIAL MEDIA
  • 7. SO, IT’s ALL ABOUT THE SCREENS?
  • 8. SO, IT’s ALL ABOUT THE SCREENS? NOT SO FAST.
  • 9. Authenticity Humour Activity With thanks to Emma Knight & Federica Cherubini (former WAN-IFRA interns)
  • 10. Everyone experiences ’first' moments in life … owning their first bicycle, going to school for the first time, or suffering from flooding at home for the first time. -- Dr. Vichit Suraphongcha Chairman of the Executive Committee, Siam Commercial Bank First happens every day
  • 11. Press week tattoo
  • 12. FIRST JOURNALISM
  • 13. Interest in news • “Interest in news content likely starts with an interest in entertainment (music & film primarily), but most newspaper companies fail miserably to establish connection points among youth on these topics, whether in print or online.” Conclusion – Youth Media DNA, Phase I. WAN-IFRA/DECODE study in USA, Finland, Netherlands Interest in news
  • 14. Torquay Herald United Kingdom (27 500 daily) Jawa Pos “DeteKsi” Indonesia (400 000+ daily) Namalsavisa Norway (11,724 daily) Het Belang van Limburg Belgium (115 000 daily)
  • 15. FIRST JOURNALISM
  • 16.  Mini-newsroom at paper  Help from live editors  Use the day’s news  Go home with product  UK, Portugals ■ High tech, automated ■ High speed ■ High impact ■ High cost ■ Nordic countries, USA A digital try at reporting
  • 17. Help local teachers
  • 18. http://hendricksproject.wordpress.com Help local teachers
  • 19. Interview contest
  • 20. Reporting contest
  • 21. GET INVOLVED
  • 22. Youth hate “lifeless” sources. Reporters need to sound real, and be responsive and engaging. Be friendly Ian Yee Editor, R.Age, The Star, Malaysia
  • 23. Reporters have to track their stories uploaded on Facebook and Twitter, and respond in a positive manner to any feedback. … be trained to instigate the online conversations. Be friendly Ian Yee Editor, R.Age, The Star, Malaysia
  • 24. Ask questions. Use answers. Inclusion of Questions and Calls to Action: While posts that included a question only accounted for 10% of the posts sampled on journalist’s pages, posts with questions received 2X more comments and 64% more feedback overall than an average post. The top posting styles: Posts that asked questions or sought user input: +64% Call to read or take a closer look: +37% Personal reflections or behind-the-scenes posts: +25% Posts with catchy/clever language or tone: +18% Study: How People Are Engaging Journalists on Facebook & Best Practices, Vadim Lavrusik, Journalist Program Manager & Betsy Cameron, Data Analyst
  • 25. “Staff participation is widely believed to improve the quality of comment discussions, and research supports this.” -- WAN-IFRA World Editors Forum, 2013 Being there means…
  • 26. “Having staff presence early in comments threads…dramatically improves the tone of the conversation that follows.” -- The Guardian, UK Being there means… At de Standaard (Belgium), reporters embed questions to readers in stories, which helps guide the ensuing coversation. They also print a page of best Twitter, Facebook and comments resonses.
  • 27. Publish feedback Ian Yee Editor, R.Age, The Star, Malaysia NO – Letters from readers YES – Publish best tweets and Facebook comments whenever we run discussions on social media. Photos of those pages then appear on social media!
  • 28. Build an online “tribe” community by showing the personal side of the newsroom. Example: We use our Instagram account mainly for this. We post updates from the office, photos of us preparing for concerts/events, and even office birthday celebrations. Invite backstage Ian Yee Editor, R.Age, The Star, Malaysia
  • 29. Remember the visual To his 87000 followers
  • 30. It’s all visual … links
  • 31. Visual … fun National Geographic photo caption feature: This one received more than 27,800 likes, 11,700 shares and 3,700 comments.
  • 32. Building a digital community takes time. We left our Facebook page dormant for over two years because we couldn't handle how slowly the numbers were building up. But after an entire year's worth of trying new strategies, painstakingly tagging people we've interviewed and running discussions and giveaways, we've finally got the right formula for consistent growth. Be patient Ian Yee Editor, R.Age, The Star, Malaysia
  • 33. How can we make press freedom resonate with new generations? A personal quest
  • 34. CNN and Reporters Without Borders (RSF). University contest. http://www.youtube.com/ watch?v=E04bhGG9PYs&fe ature=player_embedded Video contest
  • 35. Sweden’s concert-style, interactive event. It rocks…
  • 36. Upload your photo with poster. Free Shi Tao
  • 37. Show content if no press freedom. What if ….
  • 38. What else?
  • 39. END aralynn.mcmane @wan-ifra.org