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  • 2 sites, no coord until 2007, pr still afloat, only online in 08
  • pubs/webcomm, print/web, challenge to understand
  • delicious blend, smooth coordination
  • not putting $ where our mouth is
  • potemkin village
  • 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 - they work on a shoestring, too
  • not just content, but connections to content shareable AND shareworthy
  • thinking about discovery long term and short term value what is our approach to content development?
  • content means little in a decentralized environment value of your content is diversity of your institution it reprensents build relationships, share content --> take the lead
  • - go beyond text press release - structured content - last mile
  • relevance landing page Who is the audience? Why do this when we can tell our story directly? Why rely on the media? Are they communicating to our audience?
  • http://meetcontent.com/blog/2011/10/the-future-of-public-relations-in-higher-ed/
  • What we did - Mainstream media as model/analog - who wins ONA rewards, and for what? - hire ex-journalists or journalism grads -> content generalists in newsroom, multitool
  • Stories - better quality, more relevant stories evoke emotion, make emotional connection - emotional influence is powerful, drives action - that comes by keeping audience at top of mind
  • Holistic approach - best way to tell a story - photo/video/coding/design/writing
  • editorial meetings/planning/sharing
  • Relationships - Share reporting, pool skills, give credit - http://www.pbs.org/idealab/2011/02/3-ways-to-expand-the-news-ecosystem045.html your communications staff is a team, the quality of your content boosts your score share resources/don’t duplicate efforts
  • Be creative, find new angle - BU one class,, one day - Duke Op-Ed page - BU Profs Voices
  • Analytics - GA and social stats - inform you about your content, inform future editorial decisions what gets shared, what drives traffic
  • design - News is its own content type - stories need visual support to have high impact - get inspiration from Edustyle, Society for News Design, Mainstream Media
  • Innovate and try new tech - Live-tweeting, SoundSlides
  • Interactivity - cover it live/live chats, solicitations
  • - last mile - relevant - media works in real-time
  • Social Media Distribution - tie closely to news strategy/ed calendar And monitoring - for story ideas. Also, ask them!
  • News stories as landing pages – search/social - news stories are your ambassadors, gateway to your site/brand - Where do people go from there? Where is your news leading people? google, social media, links  STATS on SM driver to News (Canada - http://www.reportr.net/2011/04/27/social-media-transforming-people-news/ )
  • News is not an island, it’s an archipelago - multichannel approach
  • Integrate across channels - social media - digital signage - printed materials - mobile - news consumption stats: http://stateofthemedia.org/2011/mobile-survey/ - web sections (thru tagging) - Harvard ( http://www.slideshare.net/harvardwww/analytics -and-social-tools-in-practice )
  • Involve your programmers Think of news like a product Blend feeds, make more interactive
  • Make your content shareable and nimble – nimble, http://www.pbs.org/idealab/2011/05/no-need-for-violence-in-microformat-war-between-hnews-rnews126.html
  • Have a CMS that Supports news publishing- Content centric Drupal, Wordpress, Joomla NPR’s Core Publisher Blog?
  • Have a CMS that Supports news publishing- Content centric Drupal, Wordpress, Joomla NPR’s Core Publisher Blog?
  • Have a CMS that Supports news publishing- Content centric Drupal, Wordpress, Joomla NPR’s Core Publisher Blog?
  • 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 http://www.mediabistro.com/10000words/publishing-your-news-content-on-the-kindle_b7468
  • do one thing better it’s about value, not volume
  • Also - SDSU NewsCenter

Carrying the Banner: Reinventing News on Your University Website Carrying the Banner: Reinventing News on Your University Website Presentation Transcript

  • Carrying the Banner Reinventing News on Your University Website Georgy Cohen, Tufts University #heweb11 #tnt3 Oct. 24, 2011 @radiofreegeorgy @meetcontent
  • Who am I?
  • Who am I?
  • Who am I?
  • Why am I here?
  • Why am I here?
  • Problems
  • Problems
  • Team
  • Team
  • Goal
  • http://www.flickr.com/photos/nayrb7/539876343/ Goal
  • Goal
    • Tell good stories
    • Present and deliver them well
  • http://www.flickr.com/photos/andybeatty/2715799788/
  • http://www.flickr.com/photos/uber-tuber/2509891233/
  • http://www.flickr.com/photos/uber-tuber/2509891233/
    • Poor design
    • Not dynamic
    • Unclear audience
    • Stuck in 20 th century
    • The State of Print and Electronic Publications in Higher Ed (December 2010)
    • 94% of survey respondents (vs. 82% in 2009 and 77% in 2007) say that their institutions are relying more on electronic publications (web, blog, email, PDF, RSS, etc)
    • Yet only 38% say their budget for electronic publications has increased over the past two years (vs. 42% in 2009 and 44% in 2007!)
  • 1999 https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518
  • 1996 https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518
  • http://fourchapters.com/2010/03/word-time-potemkin-village/
  • Our approach
  • Readers seek up-to-the-minute information in a media-rich environment that includes video, message boards, and opportunities to connect via social networks. ... Online publications must be optimized to help people find you. Claire Napier and Dan Woychick, Feb. 24, 201 0
  • http://www.flickr.com/photos/uber-tuber/2509891233/
    • Key Concepts
    • News discovery
    • Stock and flow
    • Organizational woes
    • Content types
    • e.g. the press release
  • News discovery 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 needs and then build the links that will connect people to the relevant news they seek.” http://www.ap.org/newmodel.pdf
  • “ Especially when we're talking about newer generations of consumers,  people and their social graphs are the last mile . ” Valeria Maltoni Conversation Agent, Nov. 14, 2010 http://www.flickr.com/photos/rightee/2703215957/ News discovery
  • Stock & Flow “ The master metaphor for media today” - Robin Sloan Snark Market, Nov. 2010 “ Flow is the feed . It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist… http://www.flickr.com/photos/lululemonathletica/5001738548/
  • http://www.flickr.com/photos/lululemonathletica/5001738548/ “ Stock is the durable stuff . It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.” Stock & Flow
  • Organizational Woes http://www.flickr.com/photos/davegray/5429335705/ Central News Office
  • Central News Office Organizational Woes
  • Organizational Woes Central News Office http://www.flickr.com/photos/anhonorablegerman/5604470991/
  • Content Types
    • What is the place of…
    • Video, audio, photos
    • Live chats, Instagram, Storify
    • user generated content
    • What is the role of…
    • SEO, tagging, linking
    • How do we make content…
    • social, relevant, contextual
  • Content Types What is a press release in the age of the social web? -30-
    • Universities have
    • an opportunity to
    • leapfrog the mainstream
    • media and explain our
    • research, teaching and wider
    • contributions to society in forms
    • beyond the text-based press release. ...
    • We have websites, and access to the
    • tools 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/
  • Solutions
  • http://bit.ly/atlmo_nypl
  • Stories http://www.flickr.com/photos/umjanedoan/497411169/
  • Holistic Approach http://www.flickr.com/photos/grongar/4451489113/
  • http://onforb.es/newnewsroom
  • http://www.flickr.com/photos/wonker/1436280027/
  • Be creative http://www.flickr.com/photos/18016623@N00/3666990528/
  • Design http://www.flickr.com/photos/myklroventine/3230231844/
  • Interactivity http://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/
  • Social Media Distribution And monitoring
  • http://www.flickr.com/photos/argenberg/184104386/
  • Integrate Across channels http://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg
  • Involve your programmers http://www.flickr.com/photos/carolynwill/4407204251/
  • nimble.razorfish.com
  • http://www.flickr.com/photos/seattlemunicipalarchives/4112145071 More thoughts: http://www.maxcutler.com/2010/09/13/what-is-a-news-cms
  • http://bit.ly/poynter_newscms
  • http://bit.ly/10kWPnews
  • http://www.maxcutler.com/2010/09/13/what-is-a-news-cms
  • http://www.maxcutler.com/2010/09/13/what-is-a-news-cms “ Why are we letting the delivery platform hold our content hostage? News organizations should instead be ‘content-first,’ and use tools that promote content above all else.” - Max Butler, Sept. 13, 2010
  • “ These are weird times for publishing.” – Erin Kissane, Confab, May 9, 2011
  • http://www.flickr.com/photos/stevendepolo/4825345881/
  • References - Good Examples
    • Denison denison.edu/theden
    • UT-Austin utexas.edu/know
  • References - Good Examples
    • BU Today www.bu.edu/today
    • Vanderbilt News news.vanderbilt. edu
  • References – Sites & Blogs
    • Mediabistro’s 10,000 Words
    • Nieman Lab
    • PBS Media Shift
    • Adam Westbrook
    • News University
    • toolkit.snd.org (Society for News Design)
  • References - Books
    • David Meerman Scott, “New Rules of Marketing and PR” and “Real-Time Marketing and PR”
    • Mark Luckie, “The Digital Journalist’s Handbook”
    • Ryan Thornburg, “Producing Online News: New Tools, Stronger Stories”
  • Thank you! @radiofreegeorgy meetcontent.com georgycohen.com Questions?