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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
ORIGO + A-PRESSEN FACILITATE
     THE TRANSITION …
READER   PARTICIPANT
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!
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.
Jølster
Sogn og fjordane
Hello.
    I’m from Jølster.

I have a long story and a
     quick question.
Skei i Jølster
375 inhabitants
Make The Public Work With You
Løkagrova
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
This is a natural wonder!

Let’s form a 15 person large
committee and figure out
what to do.
The foundation of the Løkagrova committee
The celebration of

The Løkagrova Man’s discovery
Make The Public Work With You
225 of 375 inhabitants
took part in the event
Make The Public Work With You
Make The Public Work With You
Vatnet det rann,
noko mot aust
og noko mot vest,
Ja, slik bar det laust.
The replay of the
Løkagrova man’s revelation
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
The result:
2 front pages in Firda
16 printed pages
Wooo - we are in the news !
Wooo - we are in the news !




Those people in Jølster always
think they are something special.
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
Ja. Let’s gather all tractors in Fjærland and lift round bales!
Ja. Let’s gather all tractors in Fjærland and lift round bales!




.. and let’s put people on the bales.
Foto: Gaute Dvergsdal Bøyum




                     The round bales of Fjærland.
Foto: Oddleiv Apneseth
Foto: Gaute Dvergsdal Bøyum
Foto: Gaute Dvergsdal Bøyum
Foto: Oddleiv Apneseth
A-pressen’s 50 newspapers have
     470.000 subscribers
A-pressen’s 50 newspapers have
     470.000 subscribers


              and
 167.000 registered Origo-users
..... and those
167.000 users produce 7-8 times more content
           than our 2.800 employees do.
..... 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.
The first years we used Origo to strengthen web editions.
Now we use Origo to also revitalize the print editions.
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.
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?
Make The Public Work With You
The ingredients
  of the local
  newspaper.
local news
             The ingredients
               of the local
               newspaper.
local news
             The ingredients
               of the local
  local
               newspaper.
 market-
  place
family notices
local news
               greetings
                              The ingredients
                                of the local
  local
                                newspaper.
 market-
  place
family notices
local news
               greetings
                              The ingredients
                                of the local
  local
                                newspaper.
              local arena
 market-
              for debate
  place
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
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
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.
36 seconds to get
in touch with Stig
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
Make The Public Work With You
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

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Make The Public Work With You

  • 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.
  • 7. Hello. I’m from Jølster. I have a long story and a quick question.
  • 8. Skei i Jølster 375 inhabitants
  • 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.
  • 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

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