Dagan

They said WHAT?User Content on Newspaper Sites: 

They said WHAT? User Content on Newspaper Sites Danny Dagan Head of Online Communities News Group Newspapers

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Readers Users Customers

In this presentation…: 

In this presentation… Who we are and what we did UGC Framed The practicalities

The Sun Newspaper: 

The Sun Newspaper The best read newspapers in the English speaking world! Newspaper circulation of 3.2 million (Sep 07) Source: ABC/ABCe Website: Monthly uniques 10.6 million (Aug 07) Average 23 pages per unique user

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The Sun Strong ethos and identity: The people’s paper, very British Funny and with personality

The Challenge:: 

The Challenge: Translate the newspaper’s personality into a community. Engage the public.

My Sun: 

My Sun Add comments to articles Discussion Boards Profiles Blogs Personalisation Deep integration

UGC Framed: 

UGC Framed “We are all very excited about UGC” (Generic executive) Legislation evolving / Case law still forming. Public separation of brand and content is relatively new. Strong public ethos of freedom of speech vs. misunderstanding of libel and contempt. England: toughest libel legislation (and international impact).

UGC Framed: 

UGC Framed Public alarm around child protection issues. Internet developing and flourishing regardless (if not on your site then elsewhere). The public is less accepting of editorialising and waiting-time to publication. No clear standards, or kitemark.

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red pill blue pill ? ?

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Readers Users Customers

RGC – Reader Generated Content?: 

RGC – Reader Generated Content? Your core product is your content (newspaper). Quality newspaper content = high journalistic standards. Quality RGC will only be achieved by high RGC standards.

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Good community management is to RGC what good editorial is to journalism

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But wait – it’s so resource heavy! What about my P&L? Customers

Economics of RGC: 

Economics of RGC To achieve a quality product, you need to invest. If you look at effort v. audience the cost is minimal (compare to editorial). If you don’t invest in doing it properly: You’ll end up with fewer users, or It’ll cost you more in legal fees.

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Now let’s talk shop…

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red pill blue pill ? ?

Four key questions:: 

Four key questions: Q1. In which cases are you more likely to be considered a publisher? Q2. What is your approach to children as users? Q3. Internal or outsourced moderation? Q4. Mechanical or human moderation?

Moderation: 

Moderation Real risks - protecting our users, especially younger ones Obscene material (illegal / taste & decency) Child protection – always in the spotlight Defamation and libel Contempt of court Intellectual property Spam Hate and discriminatory content (e.g. racist, homophobic) Suicidal readers Privacy and user details Terrorism and threats And: Editorial “Seeding” / Community management

What is a reasonable time?: 

What is a reasonable time? Pre moderation Post moderation

What we covered: 

What we covered Who we are and what we did UGC Framed The practicalities

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Thank You!

They said WHAT?User Content on Newspaper Sites: 

They said WHAT? User Content on Newspaper Sites Danny Dagan Head of Online Communities News Group Newspapers