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

2. ReadersUsersCustomers

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

4. 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

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

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

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

11. 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).

12. 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.

13. red pill blue pill ? ?

14. ReadersUsersCustomers

15. 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.

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

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

18. 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.

19. Now let’s talk shop…

20. red pill blue pill ? ?

21. 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?

22. 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

23. What is a reasonable time? Pre moderation Post moderation

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

25. Thank You!

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