SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
SNAF Webinar: User Generated Content –                 Tapping Your Readers to Create New Streams of Content              ...
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User-generated content presentation

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A presentation I helped lead for Suburban Newspapers of America on user-generated content.

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Transcript of "User-generated content presentation"

  1. 1. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content INVOLVE YOUR READERS GATEHOUSE NEWS & INTERACTIVE DIVISION UGC: About Us Brad Dennison, Vice President News & Interactive, GateHouse Media — Oversees all GateHouse content operations — Manages business aspect of news David Arkin, Executive Director News & Interactive, GateHouse Media — Oversees all field implementation, training — Manages Ghnewsroom.com, News Service Alice Coyle, Managing Editor GateHouse Media New England — Editor of several weekly New England papers — Leading way in reader involvement effortPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 1 4/7/2011
  2. 2. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content The agenda GateHouse‘s callout strategy How we define UGC About our platform How small papers can do this Getting photos and text Developing partners How a small weekly did it UGC More local content for print and Web Community conversation Content we’re not getting today Develop more sources ‘Soft’ callouts lead to hard news tips Development of user-generated content platformPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 2 4/7/2011
  3. 3. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC How we define UGC Content a newspaper gets from specific callouts This is more than getting letters to the editor Content that’s building new pages, opportunity Builds a new culture of sharing with readers Challenges, obstacles Convincing newsrooms this content is important Not making callouts an ad building process Working hard to get callouts submitted UGC 2009: Started building culture for UGC 2010: Newsroom expectations kicked in 2011: Starting to see measurable results, new online platform being implementedPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 3 4/7/2011
  4. 4. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Making callouts work Consistency is key Use an anchored promotion Pick a prominent spot on A1, A2 or A3 Sections fronts also for Sports, Lifestyles content Promote well in advance Continue to promote right through the event UGC Follow a calendar to be consistentPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 4 4/7/2011
  5. 5. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC When news happens, seek photos UGC Norwich (CT) BulletinPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 5 4/7/2011
  6. 6. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC UGC Promote it Pekin (IL) Daily TimesPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 6 4/7/2011
  7. 7. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Coldwater (MI) Daily Reporter UGC These aren’t “ads” Go big and bold with type, artPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 7 4/7/2011
  8. 8. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Find a home to feature this content Don’t bury it in the back of your community section UGC Adrian (MI) Daily TelegramPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 8 4/7/2011
  9. 9. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Work with groups to get content UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 9 4/7/2011
  10. 10. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC UGC UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 10 4/7/2011
  11. 11. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC How to use your website for callouts Near your navigation Your featured story Open inventory space Within stories and galleries UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 11 4/7/2011
  12. 12. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Springfield (IL) Journal-Register UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 12 4/7/2011
  13. 13. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 13 4/7/2011
  14. 14. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC UGC Rockford (IL) Register-StarPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 14 4/7/2011
  15. 15. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Galesburg (IL) Register-Mail UGC New Philadelphia/Dover (OH) Times-ReporterPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 15 4/7/2011
  16. 16. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC New Philadelphia/Dover (OH) Times-Reporter UGCPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 16 4/7/2011
  17. 17. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Springfield (IL) Journal-Register UGC Why use social media? Facebook Twitter Galesburg (IL) Register MailPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 17 4/7/2011
  18. 18. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Twitter vs. Facebook Use Facebook for every callout - photos, stories and sources Use Twitter for breaking news - more urgent stories – asking for sources and/or stories and photos from a scene UGC Galesburg (IL) Register MailPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 18 4/7/2011
  19. 19. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC When appropriate, find a voice that is more conversational, even amusing. UGC • Pose a question to go with an opinion piece or controversial story. • Highlight the salient point of a story. • Pull a great quote from a story to draw readers to click on your link.Presenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 19 4/7/2011
  20. 20. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC It all leads to Local Loop Destination for UGC Proven workflow needed Categories of content Recent callouts Related content Facebook hook Big page view potential Easy moderation Inner ircle: Local Loop UGC Community partner Journalism outreach More local news Newsroom manages Regular contributors Uses new story formats Become local bloggersPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 20 4/7/2011
  21. 21. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC UGC Next level to building community partners Higher education Health care Religion Types of content Q&A profile Briefs CalendarPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 21 4/7/2011
  22. 22. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC How a weekly editor made UGC work Initial reaction to strategy When did it click for staff Why it works for her papers UGC What callouts worked Anything to do with kids Saluting veterans Halloween Most holidays PetsPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 22 4/7/2011
  23. 23. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC When callouts turn into news stories UGC Tips to leave with Prime the pump Contests, with sponsorship Build promotions into your template Make an e-mail groupPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 23 4/7/2011
  24. 24. SNAF Webinar: User Generated Content – Tapping Your Readers to Create New Streams of Content UGC Brad Dennison bdennison@gatehousemedia.com David Arkin darkin@gatehousemedia.com Alice Coyle acoyle@wickedlocal.com Get more at Ghnewsroom.com INVOLVE YOUR READERS GATEHOUSE NEWS & INTERACTIVE DIVISIONPresenters: Brad Dennison, David Arkin andAlice Coyle, GateHouse Media 24 4/7/2011

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