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

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 2

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

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 3

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

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 4

UGC

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

UGC

Follow a calendar to be consistent

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 5

UGC

When news happens, seek photos

UGC

Norwich (CT) Bulletin

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 6

UGC

Pekin (IL) Daily Times

UGC

Promote it

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 7

UGC

Coldwater (MI) Daily Reporter

UGC

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

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 8

UGC

Find a home to feature this

content

Don’t bury it in theback of yourcommunity section

UGC

Adrian (MI) Daily Telegram

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 9

UGC

Work with groups to get content

UGC

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 10

UGC

UGCUGC

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 11

UGC

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

UGC

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 12

UGC

Springfield (IL) Journal-Register

UGC

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 13

UGC

UGC

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 14

UGC

UGC

Rockford (IL) Register-Star

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 15

UGC

Galesburg (IL) Register-Mail

UGC

New Philadelphia/Dover (OH) Times-Reporter

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 16

UGC

New Philadelphia/Dover (OH) Times-Reporter

UGC

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 17

UGC

Springfield (IL) Journal-Register

UGC

Why use social media?FacebookTwitter

Galesburg (IL) Register Mail

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 18

UGC

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

UGC

Galesburg (IL) Register Mail

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 19

UGC

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

UGC

• 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.

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 20

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

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 21

UGC

Next level to buildingcommunity partners

Higher education Health care Religion

Types of content

Q&A profileBriefsCalendar

UGC

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 22

UGC

How a weekly editor made UGC work

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

UGC

What callouts workedAnything to do with kidsSaluting veteransHalloweenMost holidaysPets

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 23

UGC

When callouts turn into news stories

UGC

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

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 24

UGC

Brad Dennisonbdennison@gatehousemedia.com

David Arkindarkin@gatehousemedia.com

Alice Coyleacoyle@wickedlocal.com

Get more at Ghnewsroom.com

INVOLVEYOUR

READERSGATEHOUSE NEWS & INTERACTIVE DIVISION