Carrying the Banner: Reinventing News on Your University Website

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As delivered for EMG Online webinar, Oct. 13, 2011 …

As delivered for EMG Online webinar, Oct. 13, 2011

http://www.emgonline.com/Academy/Pages/EMG-Academy/Products/KnowledgeBuilders/Reinventing-News-on-Your-University-Web-Site

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  • What we did - Mainstream media as model- news is changing in MSM and we need to change to- news habits and expectations don’t change just b/c we’re higher ed - we don’t get a break\n
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  • Who is the audience?\nWhy do this when we can tell our story directly? Why rely on the media? Are they communicating to our audience?\n
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  • What we did - Mainstream media as model- news is changing in MSM and we need to change to- news habits and expectations don’t change just b/c we’re higher ed - we don’t get a break\n- look to journalism for analogues - their budgets are similar to ours (get #s)- who wins ONA rewards, and for what?- hire ex-journalists or journalism grads → content generalists in newsroom, multitool\n
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  • Stories\n
  • Holistic approach\n
  • Be creative, find new angle\n
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  • Analytics\n
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  • design\n
  • Innovate and try new tech - Cover it Live- Live-tweeting- bring in social media content\nQR, chats – new channels and content types\n
  • Interactivity -QR, chats\n
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  • Social Media \nDistribution\nAnd monitoring\n
  • News stories as landing pages – google, social media, links STATS on SM driver to News (Canada - http://www.reportr.net/2011/04/27/social-media-transforming-people-news/)\n
  • Integrate across channels\n- social media- digital signage\n- printed materials\n- mobile - news consumption stats: http://stateofthemedia.org/2011/mobile-survey/\n- web sections (thru tagging) - Harvard (http://www.slideshare.net/harvardwww/analytics-and-social-tools-in-practice)\n
  • Integrate across channels\n- social media- digital signage\n- printed materials\n- mobile - news consumption stats: http://stateofthemedia.org/2011/mobile-survey/\n- web sections (thru tagging) - Harvard (http://www.slideshare.net/harvardwww/analytics-and-social-tools-in-practice)\n
  • Relationships - Share reporting, pool skills, give credit - http://www.pbs.org/idealab/2011/02/3-ways-to-expand-the-news-ecosystem045.html\n
  • Lessons from tech startups - http://www.mediabistro.com/10000words/what-newsrooms-can-learn-from-tech-startups_b2585\n
  • Involve your programmers\nhttp://www.theatlantic.com/technology/archive/2011/04/the-hackers-who-keep-the-washington-post-running/236933/\n
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  • Have a CMS that Supports news publishing- Content centric\nDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?\n
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  • Have a CMS that Supports news publishing- Content centric\nDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?\n
  • Have a CMS that Supports news publishing- Content centric\nDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?\n
  • http://www.mediabistro.com/10000words/optimizing-news-websites-for-google-tv_b3660?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+10000words%2FwxYG+%2810%2C000+Words%29\n\nhttp://www.mediabistro.com/10000words/publishing-your-news-content-on-the-kindle_b7468\n
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  • Also - SDSU NewsCenter\n
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QuesAons 2
  • 3. Carrying the Banner Reinventing News on Your University WebsiteGeorgy Cohen, Tufts University @radiofreegeorgy#emgkb meetcontent.comOct. 13, 2011 georgycohen.com
  • 4. Who am I?
  • 5. Who am I?
  • 6. Who am I?
  • 7. Why am I here?
  • 8. Why am I here?
  • 9. 9
  • 10. Problems
  • 11. Problems
  • 12. Team
  • 13. Team
  • 14. Goal
  • 15. Goal hJp://www.flickr.com/photos/nayrb7/539876343/
  • 16. • Tell good stories Goal • Present and deliver them well
  • 17. hJp://www.flickr.com/photos/andybeaJy/2715799788/
  • 18. hJp://www.flickr.com/photos/uber‐tuber/2509891233/
  • 19. • Poor design• Not dynamic• Unclear audience• Inconsistent quality• Stuck in 20th century hJp://www.flickr.com/photos/uber‐tuber/2509891233/
  • 20. The State of Print and ElectronicPublications in Higher Ed (December2010)• 94% of survey respondents (vs. 82% in 2009and 77% in 2007) say that their institutionsare relying more on electronic publications(web, blog, email, PDF, RSS, etc)• Yet only 38% say their budget for electronicpublications has increased over the past twoyears (vs. 42% in 2009 and 44% in 2007!)
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25
  • 26. hJp://fourchapters.com/2010/03/word‐Ame‐potemkin‐village/
  • 27. 1999hJps://www.mediabistro.com/10000words/nostalgia‐11‐retro‐news‐website‐homepages_b3518
  • 28. 1996hJps://www.mediabistro.com/10000words/nostalgia‐11‐retro‐news‐website‐homepages_b3518
  • 29. Our approach
  • 30. “A New Model for New News” Mission for the digital marketplace: (developed in 2008) Create content that will satisfy a full range of consumers’ news needsand then build the links that will connect people to the relevant news they seek. http://www.ap.org/newmodel.pdf
  • 31. People have different expectationswhen they go online. Readers seek up-to-the-minute information in amedia-rich environment that includesvideo, message boards, andopportunities to connect via socialnetworks. Creating an onlinepublication that delivers relevantcontent and draws repeat visits takesdedication and time. (con’d)
  • 32. Putting a publication on the web offersnew opportunities to communicatewith people beyond your core audience.The CASE research finds that externalsearches often spark more interest inyour organization and the informationand expertise you provide. Onlinepublications must be optimized tohelp people find you. Claire Napier and Dan Woychick, Feb. 24, 2010
  • 33. Key Concepts• News discovery• Stock and flow• Organizational woes• Content types • e.g. the press release hJp://www.flickr.com/photos/uber‐tuber/2509891233/
  • 34. News discovery Mission for the digital marketplace: (developed in 2008) Create content that will satisfy a full range of consumers’ news needsand then build the links that will connect people to the relevant news they seek. http://www.ap.org/newmodel.pdf
  • 35. News discoveryValeria Maltoni:Conversation Agent, Nov. 14, 2010“The study alsoconcluded that thefragmentation of thenews channels anddelivery models, aswell as the userexperience are by andlarge disappointing…. hJp://www.flickr.com/photos/rightee/2703215957/
  • 36. News discovery“Except for thechannels are not alonethe deliverymechanism.Especially when weretalking about newergenerations ofconsumers, people andtheir social graphs arethe last mile.” hJp://www.flickr.com/photos/rightee/2703215957/
  • 37. Stock & Flow“The mastermetaphor for mediatoday” - RobinSloan Snark Market, Nov. 2010“Flow is the feed.It’s the posts andthe tweets. It’s thestream of daily andsub-daily updatesthat remind people hJp://www.flickr.com/photos/lululemonathleAca/5001738548/
  • 38. Stock & Flow“Stock is the durablestuff. It’s the contentyou produce that’s asinteresting in twomonths (or two years)as it is today. It’s whatpeople discover viasearch. It’s whatspreads slowly butsurely, building fansover time.” hJp://www.flickr.com/photos/lululemonathleAca/5001738548/
  • 39. Organizational Woes Central News Office hJp://www.flickr.com/photos/davegray/5429335705/
  • 40. Organizational Woes Central News Office
  • 41. Organizational Woes Central News Office hJp://www.flickr.com/photos/anhonorablegerman/5604470991/
  • 42. Content TypesWhat is the place of…• Video, audio, photos• Live chats, Instagram, Storify• user generated contentWhat is the role of… -30-• SEO, tagging, linkingHow do we make content…• social, relevant, contextual
  • 43. Content TypesWhat is apress release -30-in the age ofthe socialweb?
  • 44. “ Universities have an opportunity toleapfrog the mainstreammedia and explain ourresearch, teaching and widercontributions to society in formsbeyond the text-based press release. ...We have websites, and access to thetools needed to reach the public. Kyle Christie, King’s College (London), Aug. 7, 2011 http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/ 45
  • 45. For more on this,check out this post on http://meetcontent.com/blog/2011/10/the- future-of-public-relations-in-higher-ed/ 46
  • 46. Solutions
  • 47. http://bit.ly/atlmo_nypl 49
  • 48. Stories hJp://www.flickr.com/photos/umjanedoan/497411169/
  • 49. Holis*c
Approach hJp://www.flickr.com/photos/grongar/4451489113/
  • 50. Be
crea*ve hJp://www.flickr.com/photos/18016623@N00/3666990528/
  • 51. 53
  • 52. 54
  • 53. http://onforb.es/newnewsroom 56
  • 54. Design hJp://www.flickr.com/photos/myklrovenAne/3230231844/
  • 55. New
channelsAnd
content
types
  • 56. Interac*vity http://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/
  • 57. 61
  • 58. Social
Media
Distribu*onAnd
monitoring
  • 59. hJp://www.flickr.com/photos/argenberg/184104386/
  • 60. IntegrateAcross
channels hJp://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg
  • 61. hJp://www.flickr.com/photos/wonker/1436280027/
  • 62. Lessons
from
techstartups hJp://www.flickr.com/photos/midiman/2923086119/
  • 63. Involve
yourprogrammers hJp://www.flickr.com/photos/carolynwill/4407204251/
  • 64. 69
  • 65. More thoughts: http://www.maxcutler.com/2010/09/13/what-is-a-news-cms hJp://www.flickr.com/photos/seaJlemunicipalarchives/4112145071
  • 66. http://bit.ly/poynter_newscms 71
  • 67. http://bit.ly/10kWPnews 72
  • 68. hJp://www.maxcutler.com/2010/09/13/what‐is‐a‐news‐cms
  • 69. “Why are we letting the delivery platform hold ourcontent hostage? News organizations shouldinstead be ‘content-first,’ and use tools thatpromote content above all else.” - Max Butler, Sept. 13, 2010 hJp://www.maxcutler.com/2010/09/13/what‐is‐a‐news‐cms
  • 70. “These are weird times for publishing.” – Erin Kissane, Confab, May 9, 2011
  • 71. References - GoodExamples• Denison(denison.edu/theden/)• UT-Austin(utexas.edu/know/) 76
  • 72. References - GoodExamples• BU Today(www.bu.edu/today)• Vanderbilt News(news.vanderbilt.edu)
  • 73. References – Sites & Blogs• NPR Digital Services• Mediabistro’s 10,000 Words• Nieman Lab• PBS Media Shift• Adam Westbrook• News University• Valeria Maltoni, Conversation Agent• Dave Winer, Scripting News• Jay Rosen/Dave Winer, Rebooting theNews• toolkit.snd.org (Society for News Design)
  • 74. References - Books• David Meerman Scott, “New Rules ofMarketing and PR” and “Real-TimeMarketing and PR”• Mark Luckie, “The Digital Journalist’sHandbook”• Ryan Thornburg, “Producing OnlineNews: New Tools, Stronger Stories”• Ian Bogost, Simon Ferrari and BobbySchweizer, “Newsgames: Journalism atPlay”
  • 75. Thank you! @radiofreegeorgyQuestions? meetcontent.com georgycohen.com