Make The Public Work With You:

How to encourage user-created content

1. Make The Public Work With You
How to encourage user-created content
Bente Kalsnes - Origogruppen Espen Systad - A-pressen
Communication Advisor. Head of Social Media
@benteka @revesjef
http://origo.no/bentekalsnes http://origo.no/espen

2. ORIGO + A-PRESSEN FACILITATE
THE TRANSITION …

3. READER PARTICIPANT

4. Transition READER PARTICIPANT
• Participants bring more people than readers (they´re spreading their
contributions (comments, images, events, blogs, etc) to their network = more readers).
• Participant - closer relation then a reader (easy for the newsroom to get in
touch with the participant, can build stronger relation than a random reader. But
newsroom has to give something back to the participant – attention, space in print, take
them seriously)
• Participants - more info for product development (we know more about
what the registered user is interested in than the random reader)
• Think of all the news stories you will miss if you don’t know what your readers/
participants are interested in and talking about!

5. How Origo works
• The users publish texts, comments,
pictures and events.
• All content is tagged with location.
• The users decide if the content is
private or public.
• Public content can be extracted to
other contexts e.g. our newspapers.
• We filter the content based on
location and quality.

6. Jølster
Sogn og fjordane

7. Hello.
I’m from Jølster.
I have a long story and a
quick question.

8. Skei i Jølster
375 inhabitants

10. Løkagrova

15. This is a natural wonder!
Let’s form a 15 person large
committee and figure out
what to do.

16. The foundation of the Løkagrova committee

17. The celebration of
The Løkagrova Man’s discovery

19. 225 of 375 inhabitants
took part in the event

22. Vatnet det rann,
noko mot aust
og noko mot vest,
Ja, slik bar det laust.

23. The replay of the
Løkagrova man’s revelation

28. The result:
2 front pages in Firda
16 printed pages

29. Wooo - we are in the news !

30. Wooo - we are in the news !
Those people in Jølster always
think they are something special.

31. Wooo - we are in the news !
Those people in Jølster always
think they are something special.
But we from Fjærland are
special too. Lets show them

32. Ja. Let’s gather all tractors in Fjærland and lift round bales!

33. Ja. Let’s gather all tractors in Fjærland and lift round bales!
.. and let’s put people on the bales.

34. Foto: Gaute Dvergsdal Bøyum
The round bales of Fjærland.

35. Foto: Oddleiv Apneseth

36. Foto: Gaute Dvergsdal Bøyum

37. Foto: Gaute Dvergsdal Bøyum

38. Foto: Oddleiv Apneseth

39. A-pressen’s 50 newspapers have
470.000 subscribers

40. A-pressen’s 50 newspapers have
470.000 subscribers
and
167.000 registered Origo-users

41. ..... and those
167.000 users produce 7-8 times more content
than our 2.800 employees do.

42. ..... and those
167.000 users produce 7-8 times more content
than our 2.800 employees do.
30 - 40.000 stories,
pictures, comments
and events weekly.
5.000 stories,
pictures and
comments
digitally each
week.

43. The first years we used Origo to strengthen web editions.
Now we use Origo to also revitalize the print editions.

44. A-pressen produces approx. 300.000
print pages of editorial content a year.
1 of 10 pages will carry content that
originate from our Origo-readers.

45. A-pressen produces approx. 300.000
print pages of editorial content a year.
1 of 10 pages will carry content that
originate from our Origo-readers.
Why?

47. The ingredients
of the local
newspaper.

48. local news
The ingredients
of the local
newspaper.

49. local news
The ingredients
of the local
local
newspaper.
market-
place

50. family notices
local news
greetings
The ingredients
of the local
local
newspaper.
market-
place

51. family notices
local news
greetings
The ingredients
of the local
local
newspaper.
local arena
market-
for debate
place

52. Position challenged by social media
family notices
local news
greetings
The ingredients
of the local
local
newspaper.
local arena
market-
for debate
place
Position challenged by social media

58. Stig: - I want to start a fund-raising to fill the
public pool. Tomorrow my family will deliver
10 liters of water to the city council, and I
challenge all other families to do the same.

59. 36 seconds to get
in touch with Stig

66. Make The
Public Work
With You:
How to encourage user-created content
CASE ORIGO.NO AND A-PRESSEN
Bente Kalsnes, @benteka - Origo
Espen systad, @revesjef - A-pressen