Carrying the Banner: Reinventing News on Your University Website

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Delivered at SUNYCUAD, June 9, 2011

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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
  • 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- 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
  • Stories
  • Holistic approach
  • Be creative, find new angle
  • Analytics
  • design
  • Innovate and try new tech - Cover it Live- Live-tweeting- bring in social media contentQR, chats – new channels and content types
  • Interactivity -QR, chats
  • Real time - Man with the golden voice – don’t wait
  • Social Media DistributionAnd monitoring
  • 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/)
  • 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)
  • 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)
  • Relationships - Share reporting, pool skills, give credit - http://www.pbs.org/idealab/2011/02/3-ways-to-expand-the-news-ecosystem045.html
  • Lessons from tech startups - http://www.mediabistro.com/10000words/what-newsrooms-can-learn-from-tech-startups_b2585
  • Involve your programmershttp://www.theatlantic.com/technology/archive/2011/04/the-hackers-who-keep-the-washington-post-running/236933/
  • 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 centricDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?
  • Have a CMS that Supports news publishing- Content centricDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?
  • Have a CMS that Supports news publishing- Content centricDrupal, Wordpress, JoomlaNPR’s Core PublisherBlog?
  • 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
  • Carrying the Banner: Reinventing News on Your University Website

    1. 1. Carrying the Banner<br />Reinventing News on Your University Website<br />@radiofreegeorgy<br />georgycohen.com<br />meetcontent.com<br />Georgiana Cohen, Tufts University<br />SUNYCUAD #sunycuad<br />June 9, 2011<br />
    2. 2. Who am I?<br />
    3. 3. Who am I?<br />
    4. 4. Who am I?<br />
    5. 5. Why am I here?<br />
    6. 6. Why am I here?<br />
    7. 7. *** TUFTS NOW SCREENSHOT ***<br />
    8. 8. Problems<br />
    9. 9. Problems<br />
    10. 10. Team<br />
    11. 11. Team<br />
    12. 12. Goal<br />
    13. 13. Goal<br />http://www.flickr.com/photos/nayrb7/539876343/<br />
    14. 14. <ul><li> Tell good stories
    15. 15. Present and deliver them well</li></ul> Goal<br />
    16. 16. http://www.flickr.com/photos/andybeatty/2715799788/<br />
    17. 17. http://www.flickr.com/photos/uber-tuber/2509891233/<br />
    18. 18. <ul><li> Poor design
    19. 19. Not dynamic
    20. 20. Unclear sense of audience
    21. 21. Inconsistent quality
    22. 22. Stuck in the 20th century</li></ul>http://www.flickr.com/photos/uber-tuber/2509891233/<br />
    23. 23. The State of Print and Electronic Publications in Higher Ed (December 2010)<br /><ul><li>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)
    24. 24. Yet only 38% say their budget for electronic publications has increased over the past two years (vs. 42% in 2009 and 44% in 2007!)</li></li></ul><li>Examples of bad higher ed news sites<br />
    25. 25. Examples of bad higher ed news sites<br />
    26. 26. Examples of bad higher ed news sites<br />
    27. 27. http://fourchapters.com/2010/03/word-time-potemkin-village/<br />
    28. 28. 1999<br />https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518<br />
    29. 29. 1996<br />https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518<br />
    30. 30. Our approach<br />
    31. 31.
    32. 32. “A New Model for New News”<br />Mission for the digital marketplace:<br />(developed in 2008)<br />Create content that will satisfy a <br />full range of consumers’ news needs <br />and then build the links that will connect <br />people to the relevant news they seek.<br />http://www.ap.org/newmodel.pdf<br />
    33. 33. People have different expectations when they go online. Readers seek up-to-the-minute information in a media-rich environment … Putting a publication on the web offers new opportunities to communicate with people beyond your core audience … Online publications must be optimized to help people find you.<br />Claire Napier and Dan Woychick, Feb. 24, 2010<br />
    34. 34. Key Concepts<br /><ul><li> News discovery
    35. 35. Stock and flow
    36. 36. Organizational woes
    37. 37. Content types
    38. 38. e.g. the press release</li></ul>http://www.flickr.com/photos/uber-tuber/2509891233/<br />
    39. 39. News discovery<br />“A New Model for New News” (2008)<br />http://www.ap.org/newmodel.pdf<br />
    40. 40. News discovery<br />Mission for the digital marketplace:<br />Create content that will satisfy a <br />full range of consumers’ news needs <br />and then build the links that will connect <br />people to the relevant news they seek.<br />http://www.ap.org/newmodel.pdf<br />
    41. 41. News discovery<br />Valeria Maltoni:<br />Conversation Agent, Nov. 14, 2010<br />“The study also concluded that the fragmentation of the news channels and delivery models, as well as the user experience are by and large disappointing….<br />http://www.flickr.com/photos/rightee/2703215957/<br />
    42. 42. News discovery<br />“Except for the channels are not alone the delivery mechanism.<br />Especially when we're talking about newer generations of consumers, people and their social graphs are the last mile.”<br />http://www.flickr.com/photos/rightee/2703215957/<br />
    43. 43. Stock and Flow<br />“The master metaphor for media today”<br />Robin Sloan<br />Snark Market, Nov. 2010<br />“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…<br />http://www.flickr.com/photos/lululemonathletica/5001738548/<br />
    44. 44. Stock and Flow<br />“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.”<br />http://www.flickr.com/photos/lululemonathletica/5001738548/<br />
    45. 45. Organizational Woes<br />Central News Office<br />http://www.flickr.com/photos/davegray/5429335705/<br />
    46. 46. Organizational Woes<br />Central News Office<br />
    47. 47. Organizational Woes<br />Central News Office<br />http://www.flickr.com/photos/anhonorablegerman/5604470991/<br />
    48. 48. Content Types<br />What is the place of…<br /><ul><li> Video, audio, photos
    49. 49. Live chats, Instagram, Storify
    50. 50. user generated content</li></ul>What is the role of…<br /><ul><li> SEO, tagging, linking</li></ul>How do we make content…<br /><ul><li> social, relevant, contextual</li></ul>For <br />Immediate <br />Release:<br />
    51. 51. Content Types<br />What is a press release in the age of the social web?<br />For <br />Immediate <br />Release:<br />
    52. 52. Content Types<br />Do things<br />ever really <br />end on the<br />social web?<br />For <br />Immediate <br />Release:<br />
    53. 53. Solutions<br />
    54. 54. Major Media as Analog <br />
    55. 55. Tell Better Stories<br />Stories<br />http://www.flickr.com/photos/umjanedoan/497411169/<br />
    56. 56. Holistic Approach<br />Holistic Approach<br />http://www.flickr.com/photos/grongar/4451489113/<br />
    57. 57. New Angles<br />Be creative<br />http://www.flickr.com/photos/18016623@N00/3666990528/<br />
    58. 58. Stats, Stats, Stats<br />
    59. 59. Look Sharp<br />Design<br />http://www.flickr.com/photos/myklroventine/3230231844/<br />
    60. 60. Innovate<br />New channels<br />And content <br />types<br />
    61. 61. Get Interactive<br />Interactivity<br />http://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/<br />
    62. 62. Go Real-Time<br />
    63. 63. Role of Social Media<br />Social Media <br />Distribution<br />And monitoring<br />
    64. 64. News as Landing Page<br />http://www.flickr.com/photos/argenberg/184104386/<br />
    65. 65.
    66. 66. Cross-Channel Integration<br />Integrate<br />Across channels<br />http://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg<br />
    67. 67. Relationships<br />http://www.flickr.com/photos/wonker/1436280027/<br />
    68. 68. Lessons from Startups<br />Lessons from tech<br />startups<br />http://www.flickr.com/photos/midiman/2923086119/<br />
    69. 69. Coders Are Your Friends<br />Involve your<br />programmers<br />http://www.flickr.com/photos/carolynwill/4407204251/<br />
    70. 70. Embrace Metadata<br />nimble.razorfish.com<br />
    71. 71. CMS for News<br />More thoughts: http://www.maxcutler.com/2010/09/13/what-is-a-news-cms<br />http://www.flickr.com/photos/seattlemunicipalarchives/4112145071<br />
    72. 72. http://www.maxcutler.com/2010/09/13/what-is-a-news-cms<br />
    73. 73. “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.”<br />- Max Butler, Sept. 13, 2010<br />http://www.maxcutler.com/2010/09/13/what-is-a-news-cms<br />
    74. 74. Multiple Devices<br />“These are weird times for publishing.”<br />– Erin Kissane, Confab, May 9, 2011<br />
    75. 75. References - Good Examples<br /><ul><li> BU Today (www.bu.edu/today)
    76. 76. Vanderbilt News (news.vanderbilt.edu)
    77. 77. UCLA Newsroom (newsroom.ucla.edu)</li></li></ul><li>References – Websites and Blogs<br /><ul><li> NPR Digital Services
    78. 78. Mediabistro’s 10,000 Words
    79. 79. Nieman Lab
    80. 80. PBS Media Shift
    81. 81. Adam Westbrook
    82. 82. News University
    83. 83. Valeria Maltoni, Conversation Agent
    84. 84. Dave Winer, Scripting News
    85. 85. Jay Rosen and Dave Winer, Rebooting the News
    86. 86. toolkit.snd.org (Society for News Design)
    87. 87. stdout.be (info. architecture and journalism)</li></li></ul><li>References - Books<br /><ul><li> David Meerman Scott, New Rules of Marketing and PR and Real-Time Marketing and PR
    88. 88. Mark Luckie, The Digital Journalist’s Handbook
    89. 89. Ryan Thornburg, Producing Online News: New Tools, Stronger Stories
    90. 90. Ian Bogost, Simon Ferrari and Bobby Schweizer, Newsgames: Journalism at Play</li></li></ul><li>Thank you!<br />Slides and more information:<br />http://bit.ly/carryingthebanner<br />@radiofreegeorgy<br />georgycohen.com<br />Questions?<br />

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