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Building Community Around Journalism Jim Brady Editor-in-Chief, Journal Register Company October 13, 2011
Community Engagement <ul><ul><li>How most news orgs view “engagement.” </li></ul></ul>
Community Engagement <ul><ul><li>How news orgs  should  view engagement. </li></ul></ul>
Why Engage? <ul><li>Because news organizations always have… </li></ul><ul><ul><li>Used experts as sources </li></ul></ul><...
Why Engage? <ul><li>In the new media ecosystem, you need readers a lot more than they need you </li></ul><ul><ul><li>Colle...
Why Engage? <ul><li>Because working with consumers produces better journalism </li></ul><ul><ul><li>More sources of inform...
Shallow Engagement COMMENTS ON ARTICLES <ul><li>Almost always a one-way conversation. </li></ul><ul><li>Rarely involves th...
Shallow Engagement USER PHOTO CONTESTS <ul><li>Totally separate from any kind of actual journalism. </li></ul><ul><li>Usua...
Shallow Engagement SHARING TOOLS <ul><li>Allows community to recirculate your journalism, but there’s no direct engagement...
What Is Deep Engagement? <ul><li>Any direct interaction with a member of the community that deepens their relationship wit...
First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control.  </li></ul>
First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control.  </li></ul><ul><li>You...
First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control.  </li></ul><ul><li>You...
Register Citizen Newsroom Cafe <ul><ul><li>Audience invited to sit in on newsroom meeting, watch a live stream or particip...
Community Media Labs <ul><li>Among our papers, we’re now working with 1,024 local blogs. </li></ul>
SeeClickFix <ul><ul><li>In more than 25,000 cities and 8,000 neighborhoods </li></ul></ul><ul><ul><li>Has gathered more th...
TBD: Complete This Story <ul><li>The audience can help you find out things you couldn’t </li></ul><ul><li>It’s a tacit adm...
TBD’s Community Network <ul><li>More than 225 sites joined </li></ul><ul><li>We sold advertising for about 75 blogs </li><...
Ushahidi: Japan Earthquake
Guardian: MP Expense Scandal
Public Reporting Network <ul><ul><li>5,000 Reporting Network members </li></ul></ul><ul><ul><li>They’ve helped conducted s...
NPR Social Investigation
If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view yo...
If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view yo...
If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view yo...
If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view yo...
If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view yo...
Thanks for Engaging
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WAN-IFRA Presentation

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Transcript of "WAN-IFRA Presentation"

  1. 1. Building Community Around Journalism Jim Brady Editor-in-Chief, Journal Register Company October 13, 2011
  2. 2. Community Engagement <ul><ul><li>How most news orgs view “engagement.” </li></ul></ul>
  3. 3. Community Engagement <ul><ul><li>How news orgs should view engagement. </li></ul></ul>
  4. 4. Why Engage? <ul><li>Because news organizations always have… </li></ul><ul><ul><li>Used experts as sources </li></ul></ul><ul><ul><li>Interviewed citizens for stories </li></ul></ul><ul><ul><li>Accepted tips from the community </li></ul></ul><ul><ul><li>Run photos & videos not taken by staffers </li></ul></ul><ul><ul><li>Run freelance pieces by citizens & experts </li></ul></ul>
  5. 5. Why Engage? <ul><li>In the new media ecosystem, you need readers a lot more than they need you </li></ul><ul><ul><li>Collectively, the community knows a lot more about each subject area than you do </li></ul></ul><ul><ul><li>Consumers have a lot of choices & not a lot of time </li></ul></ul><ul><ul><li>They don’t need to come directly to you to access your content </li></ul></ul><ul><ul><li>Without committed readers, you have no business </li></ul></ul>
  6. 6. Why Engage? <ul><li>Because working with consumers produces better journalism </li></ul><ul><ul><li>More sources of information </li></ul></ul><ul><ul><li>An ability to cover more beats </li></ul></ul><ul><ul><li>An ability to cover more physical real estate </li></ul></ul><ul><ul><li>An ability to directly tap experts in the areas you cover </li></ul></ul>
  7. 7. Shallow Engagement COMMENTS ON ARTICLES <ul><li>Almost always a one-way conversation. </li></ul><ul><li>Rarely involves the community in the creation of actual journalism. </li></ul><ul><li>The tone of discussions actually keeps many readers from engaging. </li></ul>
  8. 8. Shallow Engagement USER PHOTO CONTESTS <ul><li>Totally separate from any kind of actual journalism. </li></ul><ul><li>Usually just a cheap ploy for page views. </li></ul><ul><li>Allows editors to claim engagement efforts without really doing it. </li></ul>
  9. 9. Shallow Engagement SHARING TOOLS <ul><li>Allows community to recirculate your journalism, but there’s no direct engagement. </li></ul><ul><li>Doesn’t create any kind of loyalty or deeper relationship. </li></ul>
  10. 10. What Is Deep Engagement? <ul><li>Any direct interaction with a member of the community that deepens their relationship with your organization. That includes… </li></ul><ul><ul><li>Spending real, physical time with the community </li></ul></ul><ul><ul><li>Training the community in ways it can help you </li></ul></ul><ul><ul><li>Using information gathered by the community in your core journalism </li></ul></ul><ul><ul><li>Accepting breaking news contributions from the community </li></ul></ul><ul><ul><li>Curating the work of community members </li></ul></ul><ul><ul><li>Using the community as a journalistic tool of scale </li></ul></ul><ul><ul><li>Understanding that the collective community is a powerful journalistic force </li></ul></ul>
  11. 11. First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control. </li></ul>
  12. 12. First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control. </li></ul><ul><li>You HAVE to accept that. </li></ul>
  13. 13. First Rule of Engagement <ul><li>Engaging meaningfully with your community means giving up control. </li></ul><ul><li>You HAVE to accept that. </li></ul><ul><li>If you don’t, don’t bother. </li></ul>
  14. 14. Register Citizen Newsroom Cafe <ul><ul><li>Audience invited to sit in on newsroom meeting, watch a live stream or participate in a live chat </li></ul></ul><ul><ul><li>Free public wi-fi access offered, as well as coffee and snacks </li></ul></ul>
  15. 15. Community Media Labs <ul><li>Among our papers, we’re now working with 1,024 local blogs. </li></ul>
  16. 16. SeeClickFix <ul><ul><li>In more than 25,000 cities and 8,000 neighborhoods </li></ul></ul><ul><ul><li>Has gathered more than 50,000 reports </li></ul></ul><ul><ul><li>SeeClickFix has relationships with local governments </li></ul></ul>
  17. 17. TBD: Complete This Story <ul><li>The audience can help you find out things you couldn’t </li></ul><ul><li>It’s a tacit admission media companies can’t – and don’t – know everything </li></ul>
  18. 18. TBD’s Community Network <ul><li>More than 225 sites joined </li></ul><ul><li>We sold advertising for about 75 blogs </li></ul><ul><li>We linked to them aggressively, and put them in our geo-coded feeds to expose them to relevant audiences </li></ul><ul><li>Provided training sessions for network members on blogging, SEO, social media, etc. </li></ul><ul><li>We held public office hours to meet with readers. </li></ul>
  19. 19. Ushahidi: Japan Earthquake
  20. 20. Guardian: MP Expense Scandal
  21. 21. Public Reporting Network <ul><ul><li>5,000 Reporting Network members </li></ul></ul><ul><ul><li>They’ve helped conducted spot checks on federal stimulus spending, unraveled loan modification stories, and tracked the oversight of a state nursing board, among other efforts </li></ul></ul>
  22. 22. NPR Social Investigation
  23. 23. If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view you as a partner, not a rival. That means: </li></ul></ul><ul><ul><ul><li>They will send you tips, not your competitors </li></ul></ul></ul><ul><ul><ul><li>They will visit your site more often </li></ul></ul></ul><ul><ul><ul><li>They will link to you more from blogs & social media </li></ul></ul></ul><ul><ul><ul><li>They will tell their friends about you </li></ul></ul></ul><ul><ul><ul><li>In short, they will root for your success </li></ul></ul></ul><ul><ul><ul><li>You will be more relevant to your audience </li></ul></ul></ul><ul><li>More relevance = </li></ul>
  24. 24. If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view you as a partner, not a rival. That means: </li></ul></ul><ul><ul><ul><li>They will send you tips, not your competitors </li></ul></ul></ul><ul><ul><ul><li>They will visit your site more often </li></ul></ul></ul><ul><ul><ul><li>They will link to you more from blogs & social media </li></ul></ul></ul><ul><ul><ul><li>They will tell their friends about you </li></ul></ul></ul><ul><ul><ul><li>In short, they will root for your success </li></ul></ul></ul><ul><ul><ul><li>You will be more relevant to your audience </li></ul></ul></ul><ul><li>More relevance = more audience = </li></ul>
  25. 25. If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view you as a partner, not a rival. That means: </li></ul></ul><ul><ul><ul><li>They will send you tips, not your competitors </li></ul></ul></ul><ul><ul><ul><li>They will visit your site more often </li></ul></ul></ul><ul><ul><ul><li>They will link to you more from blogs & social media </li></ul></ul></ul><ul><ul><ul><li>They will tell their friends about you </li></ul></ul></ul><ul><ul><ul><li>In short, they will root for your success </li></ul></ul></ul><ul><ul><ul><li>You will be more relevant to your audience </li></ul></ul></ul><ul><li>More relevance = more audience = more revenue </li></ul>
  26. 26. If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view you as a partner, not a rival. That means: </li></ul></ul><ul><ul><ul><li>They will send you tips, not your competitors </li></ul></ul></ul><ul><ul><ul><li>They will visit your site more often </li></ul></ul></ul><ul><ul><ul><li>They will link to you more from blogs & social media </li></ul></ul></ul><ul><ul><ul><li>They will tell their friends about you </li></ul></ul></ul><ul><ul><ul><li>In short, they will root for your success </li></ul></ul></ul><ul><ul><ul><li>You will be more relevant to your audience </li></ul></ul></ul><ul><li>More relevance = more audience = more revenue = more journalists </li></ul>
  27. 27. If You Do This Right… <ul><li>If you apply these strategies successfully: </li></ul><ul><ul><li>The community will view you as a partner, not a rival. That means: </li></ul></ul><ul><ul><ul><li>They will send you tips, not your competitors </li></ul></ul></ul><ul><ul><ul><li>They will visit your site more often </li></ul></ul></ul><ul><ul><ul><li>They will link to you more from blogs & social media </li></ul></ul></ul><ul><ul><ul><li>They will tell their friends about you </li></ul></ul></ul><ul><ul><ul><li>In short, they will root for your success </li></ul></ul></ul><ul><ul><ul><li>You will be more relevant to your audience </li></ul></ul></ul><ul><li>More relevance = more audience = more revenue = more journalists = better journalism </li></ul>
  28. 28. Thanks for Engaging
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