The document discusses how one newspaper allocates 10% of its journalists' work time to interact with readers on social media in order to improve the quality and relevance of their reporting. By directly engaging with readers, the journalists are able to get feedback, corrections, additional information and perspectives that help strengthen their content. This level of interaction has also increased the newspaper's traffic, with 76% of Norwegians visiting their site in February and 87% of visits coming directly to the homepage.

1. WORK TIME INTERACTING WITH THE READERS
WHY I ASK MY JOURNALISTS TO SPEND
ESPEN EGI L HANSEN, EXECUT I V E EDI TOR VG. NO, NORWAY
TWITTER: @EGHAN
AUSTIN TEXAS, 2nd OF APRIL 2011

2. Iceland one year ago

9. Can we help readers help each other?

10. TheHitchhiker’sCentralwasbuiltin 7hours

11. 5000 connections were made bringing tens of
thousands of our readers home

12. WEGAVETHEM
• News
• Information
• Insight
• Meeting
points
THEYGAVEUS
• News
• Information
• Pictures
• Videos

13. BECAUSE…
HELPING THEM
HELPING EACH OTHER
HELP US BEING RELEVANT

14. Can readers improve editorial quality?

15. Readers help us correct mistakes

16. 17 000 typos reported
• Dramatic
improvement in
quality
• 17 000 typos
reported
• No more
complaints to
the Editor-in-
Chief
Tommy.Jocumsen@vg.no 16
0
50
100
150
200
250
300
350
2010-04-08
2010-04-14
2010-04-20
2010-04-26
2010-05-02
2010-05-08
2010-05-14
2010-05-20
2010-05-26
2010-06-01
2010-06-07
2010-06-13
2010-06-19
2010-06-25
2010-07-01
2010-07-07
2010-07-13
2010-07-19
2010-07-25
2010-07-31
2010-08-06
2010-08-12
2010-08-18
2010-08-24
2010-08-30
2010-09-05
2010-09-11
Articles
Access given to
List of Top 20
volunteers launched
2010-05-14
2010-05-18
2010-05-22
2010-05-26
2010-05-30
2010-06-03
2010-06-07
2010-06-11
2010-06-15
2010-06-19
2010-06-23
2010-06-27
2010-07-01
2010-07-05
2010-07-09
2010-07-13
2010-07-17
2010-07-21
2010-07-25
2010-07-29
2010-08-02
2010-08-06
2010-08-10
2010-08-14
2010-08-18
2010-08-22
2010-08-26
2010-08-30
2010-09-03
2010-09-07
2010-09-11
Avg…
Time Passed: Reported -> Fixed
Typos Per Day Since Launch

17. BECAUSE…
THEY IMPROVE
EDITORIAL QUALITY

20. 72hourslivecoveragewithreporters,
newsroom,readersand expertsin dialogue

21. Whatch live, chat with
journalist
Are you OK?
PICTURES, VIDEOS?

22. BECAUSE…
Dialogue makes a stronger
impact than one way
communication

23. The swine flu - where do I get a shot?

24. BECAUSE…
Collective intelligens works!

25. ARENAS
Blog posts
Forums
DIALOG
Strengthen
content
Leads
Corrections
PARTICIPATION
Voice
Comment
Protocol
BUZZ-
Distribution and echo
in the social networks
VG Nett 1.0
Tells YOU
VG Nett 2.0
Create content in
dialog with readers
VG Nett 3.0
Become part of the
digital conversation
VIRALMONOLOGUE DIALOGUE

26. Traditional
journalism
Social media
JOURNALISM
Journalism has to renew itself to
maintain its relevance
10%

27. EDITORIAL PRODUCTS MUST BE
A DAILY SUPER BOWL

28. 10% WORK TIME INTERACTING
WITH THE READERS
DOES IT WORK?
76% OF ALL NORWEGIANS
VISITED VG.NO IN FEBRUARY
87% VISITS HOMEPAGE
ONLY 4% FROM GOOGLE
33% AVERAGE PROFIT MARGIN
LAST FIVE YEARS

29. ESPEN.EGIL.HANSEN@VG.NO
TWITTER: @EGHAN
Day by day
it’s getting harder to
preserve my pessimism……