As delivered for EMG Online webinar, Oct. 13, 2011 http://www.emgonline.com/Academy/Pages/EMG-Academy/Products/KnowledgeBuilders/Reinventing-News-on-Your-University-Web-Site

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3. Carrying the Banner
Reinventing News on Your University Website
Georgy Cohen, Tufts University @radiofreegeorgy
#emgkb meetcontent.com
Oct. 13, 2011 georgycohen.com

4. Who am I?

5. Who am I?

6. Who am I?

7. Why am I here?

8. Why am I here?

9. 9

10. Problems

11. Problems

12. Team

13. Team

14. Goal

15. Goal
hJp://www.flickr.com/photos/nayrb7/539876343/

16. • Tell good
stories
Goal
• Present
and deliver
them well

17. hJp://www.flickr.com/photos/andybeaJy/2715799788/

18. hJp://www.flickr.com/photos/uber‐tuber/2509891233/

19. • Poor design
• Not dynamic
• Unclear audience
• Inconsistent quality
• Stuck in 20th century
hJp://www.flickr.com/photos/uber‐tuber/2509891233/

20. The State of Print and Electronic
Publications in Higher Ed (December
2010)
• 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)
• Yet only 38% say their budget for electronic
publications has increased over the past two
years (vs. 42% in 2009 and 44% in 2007!)

21. 21

22. 22

23. 23

24. 24

25. 25

26. hJp://fourchapters.com/2010/03/word‐Ame‐potemkin‐village/

27. 1999
hJps://www.mediabistro.com/10000words/nostalgia‐11‐retro‐news‐website‐homepages_b3518

28. 1996
hJps://www.mediabistro.com/10000words/nostalgia‐11‐retro‐news‐website‐homepages_b3518

29. Our approach

31. “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

32. People have different expectations
when they go online. Readers seek up-
to-the-minute information in a
media-rich environment that includes
video, message boards, and
opportunities to connect via social
networks. Creating an online
publication that delivers relevant
content and draws repeat visits takes
dedication and time. (con’d)

33. Putting a publication on the web offers
new opportunities to communicate
with people beyond your core audience.
The CASE research finds that external
searches often spark more interest in
your organization and the information
and expertise you provide. Online
publications must be optimized to
help people find you.
Claire Napier and Dan Woychick, Feb. 24, 2010

34. Key Concepts
• News discovery
• Stock and flow
• Organizational woes
• Content types
• e.g. the press release
hJp://www.flickr.com/photos/uber‐tuber/2509891233/

35. News discovery
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

36. News discovery
Valeria Maltoni:
Conversation Agent, Nov. 14, 2010
“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….
hJp://www.flickr.com/photos/rightee/2703215957/

37. News discovery
“Except for the
channels are not alone
the delivery
mechanism.
Especially when we're
talking about newer
generations of
consumers, people and
their social graphs are
the last mile.” hJp://www.flickr.com/photos/rightee/2703215957/

38. 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 hJp://www.flickr.com/photos/lululemonathleAca/5001738548/

39. Stock & Flow
“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.”
hJp://www.flickr.com/photos/lululemonathleAca/5001738548/

40. Organizational Woes
Central News Office
hJp://www.flickr.com/photos/davegray/5429335705/

41. Organizational Woes
Central News Office

42. Organizational Woes
Central News Office
hJp://www.flickr.com/photos/anhonorablegerman/5604470991/

43. Content Types
What is the place of…
• Video, audio, photos
• Live chats, Instagram, Storify
• user generated content
What is the role of…
-30-
• SEO, tagging, linking
How do we make content…
• social, relevant, contextual

44. Content Types
What is a
press release -30-
in the age of
the social
web?

45. “
Universities have
an opportunity to
leapfrog the mainstream
media and explain our
research, teaching and wider
contributions to society in forms
beyond the text-based press release. ...
We have websites, and access to the
tools needed to reach the public.
Kyle Christie, King’s College (London), Aug. 7, 2011
http://kylelchristie.com/2011/08/07/is-it-possible-to-go-beyond-press-releases/
45

46. For more on this,
check out this post on
http://meetcontent.com/blog/2011/10/the-
future-of-public-relations-in-higher-ed/
46

47. Solutions

49. http://bit.ly/atlmo_nypl 49

50. Stories
hJp://www.flickr.com/photos/umjanedoan/497411169/

51. Holis*c Approach
hJp://www.flickr.com/photos/grongar/4451489113/

52. Be crea*ve
hJp://www.flickr.com/photos/18016623@N00/3666990528/

53. 53

54. 54

56. http://onforb.es/newnewsroom
56

57. Design
hJp://www.flickr.com/photos/myklrovenAne/3230231844/

58. New channels
And content
types

59. Interac*vity
http://www.flickr.com/photos/36821100@N04/3896331106/in/photostream/

61. 61

62. Social Media
Distribu*on
And monitoring

63. hJp://www.flickr.com/photos/argenberg/184104386/

65. Integrate
Across channels
hJp://en.wikipedia.org/wiki/File:Sch%C3%A4renTurku.jpg

66. hJp://www.flickr.com/photos/wonker/1436280027/

67. Lessons from tech
startups
hJp://www.flickr.com/photos/midiman/2923086119/

68. Involve your
programmers
hJp://www.flickr.com/photos/carolynwill/4407204251/

69. 69

70. More thoughts: http://www.maxcutler.com/2010/09/13/what-is-a-news-cms
hJp://www.flickr.com/photos/seaJlemunicipalarchives/4112145071

71. http://bit.ly/poynter_newscms
71

72. http://bit.ly/10kWPnews
72

73. hJp://www.maxcutler.com/2010/09/13/what‐is‐a‐news‐cms

74. “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
hJp://www.maxcutler.com/2010/09/13/what‐is‐a‐news‐cms

75. “These are weird times for publishing.”
– Erin Kissane, Confab, May 9, 2011

76. References - Good
Examples
• Denison
(denison.edu/theden/)
• UT-Austin
(utexas.edu/know/)
76

77. References - Good
Examples
• BU Today
(www.bu.edu/today)
• Vanderbilt News
(news.vanderbilt.edu)

78. References – Sites & Blogs
• NPR Digital Services
• Mediabistro’s 10,000 Words
• Nieman Lab
• PBS Media Shift
• Adam Westbrook
• News University
• Valeria Maltoni, Conversation Agent
• Dave Winer, Scripting News
• Jay Rosen/Dave Winer, Rebooting the
News
• toolkit.snd.org (Society for News Design)

79. References - Books
• David Meerman Scott, “New Rules of
Marketing and PR” and “Real-Time
Marketing and PR”
• Mark Luckie, “The Digital Journalist’s
Handbook”
• Ryan Thornburg, “Producing Online
News: New Tools, Stronger Stories”
• Ian Bogost, Simon Ferrari and Bobby
Schweizer, “Newsgames: Journalism at
Play”

80. Thank you!
@radiofreegeorgy
Questions? meetcontent.com
georgycohen.com