User-generated content presentation

SNAF Webinar: User Generated Content –Tapping Your Readers to Create New Streams of Content

4/7/2011Presenters: Brad Dennison, David Arkin and Alice Coyle, GateHouse Media 1

INVOLVEYOUR

READERSGATEHOUSE NEWS & INTERACTIVE DIVISION

Brad Dennison, Vice PresidentNews & Interactive, GateHouse Media

— Oversees all GateHouse content operations— Manages business aspect of news

UGC: About Us

David Arkin, Executive DirectorNews & Interactive, GateHouse Media

— Oversees all field implementation, training— Manages Ghnewsroom.com, News Service

Alice Coyle, Managing EditorGateHouse Media New England

— Editor of several weekly New England papers— Leading way in reader involvement effort



The agenda

GateHouse‘s callout strategyHow we define UGCAbout our platformHow small papers can do thisGetting photos and textDeveloping partnersHow a small weekly did it

UGC

More local content for print and WebCommunity conversationContent we’re not getting todayDevelop more sources‘Soft’ callouts lead to hard news tipsDevelopment of user-generated content platform



UGC

How we define UGCContent a newspaper gets from specific calloutsThis is more than getting letters to the editorContent that’s building new pages, opportunityBuilds a new culture of sharing with readers

Challenges, obstaclesConvincing newsrooms this content is importantNot making callouts an ad building processWorking hard to get callouts submitted

UGC

2009: Started buildingculture for UGC

2010: Newsroomexpectations kicked in

2011: Starting to seemeasurable results,new online platformbeing implemented



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Making callouts workConsistency is keyUse an anchored promotionPick a prominent spot on A1, A2 or A3Sections fronts also for Sports, Lifestyles contentPromote well in advanceContinue to promote right through the event

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Follow a calendar to be consistent



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When news happens, seek photos

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Norwich (CT) Bulletin



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Pekin (IL) Daily Times

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Promote it



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Coldwater (MI) Daily Reporter

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These aren’t “ads”Go big and bold with type, art



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Find a home to feature this

content

Don’t bury it in theback of yourcommunity section

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Adrian (MI) Daily Telegram



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Work with groups to get content

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UGC

UGCUGC



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How to use your website for calloutsNear your navigationYour featured storyOpen inventory spaceWithin stories and galleries

UGC



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Springfield (IL) Journal-Register

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UGC

UGC



UGC

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Rockford (IL) Register-Star



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Galesburg (IL) Register-Mail

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New Philadelphia/Dover (OH) Times-Reporter



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New Philadelphia/Dover (OH) Times-Reporter

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Springfield (IL) Journal-Register

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Why use social media?FacebookTwitter

Galesburg (IL) Register Mail



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Twitter vs. Facebook

Use Facebook for every callout - photos, stories and sourcesUse Twitter for breaking news - more urgent stories –

asking for sources and/or stories and photos from a scene

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Galesburg (IL) Register Mail



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When appropriate, find a voice that is moreconversational, even amusing.

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• Pose a question to gowith an opinion piece orcontroversial story.• Highlight the salientpoint of a story.• Pull a great quote froma story to draw readersto click on your link.



It all leads to Local LoopDestination for UGCProven workflow neededCategories of contentRecent calloutsRelated contentFacebook hookBig page view potentialEasy moderation

UGC

Inner ircle: Local LoopUGC

Community partnerJournalism outreach

More local newsNewsroom managesRegular contributorsUses new story formatsBecome local bloggers



UGC

Next level to buildingcommunity partners

Higher education Health care Religion

Types of content

Q&A profileBriefsCalendar

UGC



UGC

How a weekly editor made UGC work

Initial reaction to strategyWhen did it click for staffWhy it works for her papers

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What callouts workedAnything to do with kidsSaluting veteransHalloweenMost holidaysPets



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When callouts turn into news stories

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Tips to leave withPrime the pumpContests, with sponsorshipBuild promotions into your templateMake an e-mail group



UGC

Brad [email protected]

David [email protected]

Alice [email protected]

Get more at Ghnewsroom.com

INVOLVEYOUR

READERSGATEHOUSE NEWS & INTERACTIVE DIVISION

User-generated content presentation

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