MalaysiaKini Training

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Agenda

Introductions

Planning – Some questions to think about as you begin the process?

CMS Choices

Where’s the Audience SEO & Metrics Social Media On Air Marketing/Partner Marketing

Sound – Working with Audio

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Introduction

Knight International Journalism Fellows, International Committee for Journalists (ICFJ)- South China Morning Post – www.scmp.com, www.classifiedpost.com- Knight Ridder Digital, US Network of 40 Newspaper Websites

ICFJ includes:- Knight International Fellows

+ International trainers, consultants+ Funded by Knight Foundation, Gates Foundation, MDLF+ Media Partners across Asia, Middle East, Africa, Latin America

- Independently Funded Projects+ Citizen Journalism (Malaysia)+ Online Journalism and Story Telling (China, India, Mexico)

- IJnet.org – Social Network for journalists and media managers+ Available in English, Spanish, Portuguese, Arabic, Farsi, Chinese, Russian

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Some Planning Questions to Start:

What are your goals for the site? - Increased audience?- Increased revenue?

At the end of 12 months how will you know if you are successful? How will you measure this success?

Who is the audience of the website? - Domestic online users?- Online users overseas?- Government officials? NGO representatives?

What kind of technical and design resources will you have available to work on the project?

What will the content source and workflow be? - Centralized vs distributed- Original and online only, integrated with another media (radio)

What is your timeline to launch the new site? - 3 months, 6 months, 12 months

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CMS: Content Management System

CMS is the platform for online publishers to produce, manage, and publish content to the internet.

Most CMS’s include the following key functions:

- Site Administration: configures the functions of the site- Content Management: creates and manages a content element (story)- Site Configuration: site design and organization- User Management: site access controls- Reporting/Statistics: metrics for the site

There dozens of open source (free) CMS’s available in all of the major programming languages. Example here.

Each CMS starts with a basic platform that can be expanded and customized through add-on applications called

- modules (Drupal) - extensions (Joomla)- plug-ins (WordPress)

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CMS: Content Management System

Three PHP based CMS’s dominate the market for online media publishing:

Source: 2010 Open Source Market Share Report, Water & Stone Agency

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Big 3 CMS Overview

Drupal

www.drupal.org

Modules = 10,041

Themes = 1,137

• CNNgo• Economist.com• New York Obsever• NPR Affiliate Network

• ____

Joomla

www.joomla.org

Extensions = 7,653

Templates = >5,000 (mostly commercial)

• NagarikNews.com• Phnom Penh Post• Guggenheim Museum

• KBR68H.com

WordPress

wordpress.org

Plug-ins = 14,728

Themes = 1,385

• TechCrunch• Arabian Radio Network• The Philippine Daily Inquirer• The Online Citizen

(Singapore)

• KomunitiKini.com

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Drupal : Fully Flexible, Fully Developed and Designed

The Back-end

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Joomla and WordPress: Standard Menu Drive Dashboards

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Joomla and WordPress: Standard Menu Drive Dashboards

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CMS Features Comparison:Drupal

Most Difficult

(Requires Developer)

Features developed + Modules

Most Flexible(Can Require Designer)

Requires a Developer

Most Secure

Fastest

Most Flexible, Customizable

Fully Customizable

Tags, Multi-tiered

JoomlaStraight Forward

(Requires configuration)

Moderate Universe

Most Design OrientedMany Themes

Relatively Simple

Some Spam Issues

Slowest

Somewhat Customizable

Requires Extension

Requires Extension

WordPress Simple, a couple of hours

Largest Universe, Quality Variable

Most Themes, Many Blog Oriented

Simplest

Some Spam Issues

Slow, Depends on Plug-Ins

Least Customizable

Multi-level, plug-ins available

Tags, 2-tiered

Install

Adds

Design

Mgmt

Secure

LoadTimes

Scale/Flex

Con-trols

Info

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Where’s the Audience?

Three Steps to Building an Audience Online

1. Search Engine Traffic

2. Build a Social Media Army

3. Leverage Your Partners- On Air, In Paper Mentions and “Packages”- Network Partners- Regional Partners

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Content and Distribution: Search Engines

Search engines are your friend – they help you build audience and revenue. But you have to help them first!

1.Text: Search engines “read” text, not photos, or videosDo: Use text to label photos and videos – title, caption, tags

2.Notification: Thousands of new websites are created dailyDo: Verify your site and register with Google and Microsoft (Bing)Do: If Google News exists, submit your site for inclusion.

3.Focus: Search engines “understand” the content of a blog when content is clearly labelled.Do: Use simple page titles for GoogleDo: Describe your site in the meta description and meta tagsDo: Create ways to organize your content into themes (geo, tags)

4. Frequency/Volume: The more you post, the more the search engines will visit.Do: Post as frequently as you can.

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Content and Distribution: Search Engines

Search engines rank your blog based on how engaged your blog is with other sites.

It’s all about links! The more links to your blog and from your blog to relevant information, the higher your blog’s importance will be.

Do: Develop as many relevant links and embeds to your blog as possibleA. Blogrolls: Create a list of blogs that you follow about your topics or location.B. Link Exchanges: Encourage “related bloggers or sites” to exchange links with you.

Do: Use links in a text post to your blog.A. Places or Organizations: Add a link to their websitesB. People: Add a link to their blog, resume page, or social media page (is they have one).

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Content and Distribution: Social Media

Social media expands your audience and improves your search engine importance.

Short updates from you and your blog, including text, photos, and VERY SHORT (<10 sec) video.

Do: Set-up a twitter account and feed for your cotent (twitterfeed.com) Include your location when you sign up so people can find you.

Do: Find and “follow” other related Twitter users (your town, your topics) If you “follow” them, they are likely to “follow” you.

- http://wefollow.com/twitter/nepal-

You can also build distribution for your blog from your Facebook page. 3 Types of Pages (Profile, Page, Group)

Can: Set-up a “feed” to automatically send your content to FB.

Multiple approaches to serving audio online and distributing audio to your users.

Hosted Directly: Requires server space to serve the audio file for download.

Service – Hosted in the Cloud:Soundcloud – new service, the YouTube of audio

YouTube – two techniques- Photo slide show combined with audio track (limit 10 – 15 min)- Studio shoot from talk show/discussion show

RSS and Podcasting – distributes audio file through RSS feed format to - Special (mobile) services, iTunes & Blackberry Podcast Directory- RSS Readers with multi-media built in, like Google Reader

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Sound and Audio

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Sound and Audio – SoundCloud

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Sound and Audio – Youtube

Simple approach – requires a little extra work

1. Save your mp3 file

2.Create “photo” slide show- Collect images in a file- Use a photo slide show editor iMovie (Mac), Photoshop OR- Use YouTube Partners OneTrueMedia or Stupeflix

3.Upload to Youtube channel

Examples: - Radio 105 Roma

- LA Talk Radio - Hollyword

Requires a multimedia RSS feed.

1. Create multimedia RSS feed- Audio file, text description, …

2.Submit to mobile podcast directories- iTunes- Blackberry

3.Desktop/laptop distribution- Example Google Reader

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Sound and Audio – RSS/Podcasts