Post on 13-Nov-2014
description
Starting the conversation...
La dolce vita80.4% of all British adults (39.5m people) read a
regional newspaper28.9% of those do not read a nationalReadership of regional mornings increased by
60.9% since 2000Regional press is UK’s largest print advertising
medium (£2.3bn a year; 14.3% of all advertising revenue)
The big spenders... Coi, Dfs, Lidl, O2, Nissan
But life is changing...
Journalism is changing too
Infrastructure: What systems we use
Culture: How we present content
Technology: The right tools for the job
Mindsets: What is journalism?
Questions we asked ourselves
What role do newspapers have in a Web 2.0 world?
Netbooks, not notebooks: Should we be www(eb)-first?
Where is our audience? What do readers want?
Can we let go of the past when we’re still so dependent on it?
http://www.flickr.com/photos/cpurrin1/2907535600
Sourcing options, Web 1.0Reporter gets potential story via:Phone call or meeting with contactLetter to the editorEmailComment on the newspaper's web forumItem in a publication or websiteVideo on YouTubePunter walks into office and asks to speak to a
journalist
THEN...
Phones/meet contacts to verify informationSearches internet for background/expertsFinds expert and emails questions.... includes
response in written articleSets up photo opportunity with picture deskWrites article and sends to newsdesk
Sourcing options, Web 2.0Reporter gets potential story via Web 1.0 PLUS...
Link posted on a social networkRSS feed of news and message board postsStatus update or link on a micro-blogTwitter searchSearch of blog postComment on the reporter's blogOnline forums Email/post/link via reporter/newspaper's MySpace or Facebook pagePodcastOnline searchesThreaded video debateAn incident live-streamed onto a website
THEN...
Crowdsources idea using social networksUses blog searches and blog translators to find posts and
experts worldwideUses own blog to post developing story and ask for input
and suggestions from readersSets up online survey and poll (promoted via linking from
own blog, Facebook page and online forums)Records telephone/Skype interview for podcastCollates findings and discusses package with print and
digital news editorsFilms video reportPosts links and questions on specialist message boardsSearches social bookmarking tools for related issuesUses video discussion site to seek views
Getting your message acrossWeb 1.0 Web 2.0
Press releases: Written, emailed, faxed, posted
Interview: Face-to-face, emailed Q&A, via telephone
Surveys (generic = bin; bespoke = expensive)
Press releases: Video package, podcast, soundslides
Interview: Liveblog, Tw-interview, public Google Wave collaboration, Facebook Wall/Chat, blog conversation, livestream interview via camera or mobile phone, chatroom Q&A, Skype interview
Surveys: Online polls, questionnaires, Wikis, video vox pops, video discussion boards
Was my message heard?Web 1.0 Web 2.0
Analytics: Word-of-mouth, on-day edition sales figures, unique users hits
Possible follow-up article
Possible take-up by other media
Social bookmarking RSS readers (eg Google Reader) Retweets Shared link click-throughs Blog comments Reblogs Indie blogs Social media searches Facebook comments Flickr photographs Reader comments (eg. Pluck) Reader ratings Forum discussions Embedded video ‘Favouriting’ – eg. Facebook’s ‘Like’
option
A quick example
Merseytravel/LDP/LDP Flickr group collaboration for Mersey Ferries competition
60+ entriesMultiple quality articles with
images in LDP and LDP.co.uk
Community engagement
Winning entry hangs in ferry terminal
©Samthesham
We must...
Try new ways to engage existing audience, and reach new ones
Understand that social media - Twitter, blogs, Facebook – is about conversation not broadcasting
Remember, story-telling starts with people
Expect some experiments to fail
Ask the audience to help us break, share and gather information
Listen to feedback
Reach people
Open new channels of communication
Segment our audiences
Start conversations
Seek views, help, feedback, information
Engage and interact
Be more transparent
Accept accountability
Learning through play
Vimeo (HD video site) http://vimeo.com/TwitterFacebookDipity (creates timelines – RSS friendly)Flickr Boardreader (forum search)Twingly (blog & microblog search)Bloglines (blog tracker) Audioboo (podcast from your phone) Xtranormal (text-to-movie)Ustream (your TV channel)Qik/Bambuser (mobile & webcam livestreaming)Seesmic (threaded video discussion)
© Matt Jones
Alison GowExecutive editor (digital) Trinity Mirror Merseyside
015412395944 (w)07788565765 (m)
Email: alison.gow@liverpool.comTwitter: @alisongowLinkedIn: http://uk.linkedin.com/in/alisongow