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Carrying the Banner: Reinventing News on Your University Website

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Carrying the Banner: Reinventing News on Your University Website

  1. 1. Carrying the Banner Reinventing News on Your University Website Georgy Cohen, Tufts University #heweb11 #tnt3 Oct. 24, 2011 @radiofreegeorgy @meetcontent
  2. 2. Who am I?
  3. 3. Who am I?
  4. 4. Who am I?
  5. 5. Why am I here?
  6. 6. Why am I here?
  7. 8. Problems
  8. 9. Problems
  9. 10. Team
  10. 11. Team
  11. 12. Goal
  12. 13. http://www.flickr.com/photos/nayrb7/539876343/ Goal
  13. 14. Goal <ul><li>Tell good stories </li></ul><ul><li>Present and deliver them well </li></ul>
  14. 15. http://www.flickr.com/photos/andybeatty/2715799788/
  15. 16. http://www.flickr.com/photos/uber-tuber/2509891233/
  16. 17. http://www.flickr.com/photos/uber-tuber/2509891233/ <ul><li>Poor design </li></ul><ul><li>Not dynamic </li></ul><ul><li>Unclear audience </li></ul><ul><li>Stuck in 20 th century </li></ul>
  17. 18. <ul><li>The State of Print and Electronic Publications in Higher Ed (December 2010) </li></ul><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) </li></ul><ul><li>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></ul>
  18. 23. 1999 https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518
  19. 24. 1996 https://www.mediabistro.com/10000words/nostalgia-11-retro-news-website-homepages_b3518
  20. 25. http://fourchapters.com/2010/03/word-time-potemkin-village/
  21. 26. Our approach
  22. 28. 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
  23. 29. http://www.flickr.com/photos/uber-tuber/2509891233/ <ul><li>Key Concepts </li></ul><ul><li>News discovery </li></ul><ul><li>Stock and flow </li></ul><ul><li>Organizational woes </li></ul><ul><li>Content types </li></ul><ul><li>e.g. the press release </li></ul>
  24. 30. 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
  25. 31. “ 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
  26. 32. 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/
  27. 33. 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
  28. 34. Organizational Woes http://www.flickr.com/photos/davegray/5429335705/ Central News Office
  29. 35. Central News Office Organizational Woes
  30. 36. Organizational Woes Central News Office http://www.flickr.com/photos/anhonorablegerman/5604470991/
  31. 37. Content Types <ul><li>What is the place of… </li></ul><ul><li>Video, audio, photos </li></ul><ul><li>Live chats, Instagram, Storify </li></ul><ul><li>user generated content </li></ul><ul><li>What is the role of… </li></ul><ul><li>SEO, tagging, linking </li></ul><ul><li>How do we make content… </li></ul><ul><li>social, relevant, contextual </li></ul>-30-
  32. 38. Content Types What is a press release in the age of the social web? -30-
  33. 39. <ul><li>Universities have </li></ul><ul><li>an opportunity to </li></ul><ul><li>leapfrog the mainstream </li></ul><ul><li>media and explain our </li></ul><ul><li>research, teaching and wider </li></ul><ul><li>contributions to society in forms </li></ul><ul><li>beyond the text-based press release. ... </li></ul><ul><li>We have websites, and access to the </li></ul><ul><li>tools needed to reach the public. </li></ul>“ Kyle Christie, King’s College (London), Aug. 7, 2011 http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/
  34. 40. Solutions
  35. 42. http://bit.ly/atlmo_nypl
  36. 43. Stories http://www.flickr.com/photos/umjanedoan/497411169/
  37. 44. Holistic Approach http://www.flickr.com/photos/grongar/4451489113/
  38. 45. http://onforb.es/newnewsroom
  39. 46. http://www.flickr.com/photos/wonker/1436280027/
  40. 47. Be creative http://www.flickr.com/photos/18016623@N00/3666990528/
  41. 50. Design http://www.flickr.com/photos/myklroventine/3230231844/
  42. 52. Interactivity http://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/
  43. 56. Social Media Distribution And monitoring
  44. 57. http://www.flickr.com/photos/argenberg/184104386/
  45. 59. Integrate Across channels http://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg
  46. 60. Involve your programmers http://www.flickr.com/photos/carolynwill/4407204251/
  47. 62. nimble.razorfish.com
  48. 63. http://www.flickr.com/photos/seattlemunicipalarchives/4112145071 More thoughts: http://www.maxcutler.com/2010/09/13/what-is-a-news-cms
  49. 64. http://bit.ly/poynter_newscms
  50. 65. http://bit.ly/10kWPnews
  51. 66. http://www.maxcutler.com/2010/09/13/what-is-a-news-cms
  52. 67. 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
  53. 68. “ These are weird times for publishing.” – Erin Kissane, Confab, May 9, 2011
  54. 69. http://www.flickr.com/photos/stevendepolo/4825345881/
  55. 70. References - Good Examples <ul><li>Denison denison.edu/theden </li></ul><ul><li>UT-Austin utexas.edu/know </li></ul>
  56. 71. References - Good Examples <ul><li>BU Today www.bu.edu/today </li></ul><ul><li>Vanderbilt News news.vanderbilt. edu </li></ul>
  57. 72. References – Sites & Blogs <ul><li>Mediabistro’s 10,000 Words </li></ul><ul><li>Nieman Lab </li></ul><ul><li>PBS Media Shift </li></ul><ul><li>Adam Westbrook </li></ul><ul><li>News University </li></ul><ul><li>toolkit.snd.org (Society for News Design) </li></ul>
  58. 73. References - Books <ul><li>David Meerman Scott, “New Rules of Marketing and PR” and “Real-Time Marketing and PR” </li></ul><ul><li>Mark Luckie, “The Digital Journalist’s Handbook” </li></ul><ul><li>Ryan Thornburg, “Producing Online News: New Tools, Stronger Stories” </li></ul>
  59. 74. Thank you! @radiofreegeorgy meetcontent.com georgycohen.com Questions?

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