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Web$Original,Storytelling,

Web$Original,Storytelling,

Web$Original,Storytelling,

Web$original,content,

1. Defini*on"" 2. Some"Story"Types" 3. Techniques" 4. Online"Voice" 5. Distribu*on""

3.   Techniques" 4.   Online"Voice" 5.   Distribu*on"" 2"

2"

1.,Defini6on,

What"is"webBoriginal"content?"

Web$original,content , ,

Of"the"web" Not"a"radio"script"or"newspaper"ar*cle"posted"online"" Not"a" webified "radio"script"" Online"news"cycle"delivery"(~10"B"15"posts/day)""

   Online"news"cycle"delivery"(~10"B"15"posts/day)"" 4"

4"

News,Cycle,

Core%Publisher%sites%

July%2011%hourly%traf5ic%

News,Cycle, Core%Publisher%sites% July%2011%hourly%traf5ic% 5"
News,Cycle, Core%Publisher%sites% July%2011%hourly%traf5ic% 5"
News,Cycle, Core%Publisher%sites% July%2011%hourly%traf5ic% 5"

5"

Infrequent,content,

Infrequent,content, 6"

6"

Strong,content,frequency,,

Strong,content,frequency,, 7"
Strong,content,frequency,, 7"

7"

2.,Some,Story,Types,

Basic,Post,

Basic,Post, 9"
Basic,Post, 9"
Basic,Post, 9"

9"

Basic,Post,

Basic,Post, 10"
10"
10"

Following,up,

Following,up, 11"
11"
11"

Breaking,News , ,

Breaking,News , , 12"
Breaking,News , , 12"
Breaking,News , , 12"

12"

Breaking,News,

Breaking,News, 13"
Breaking,News, 13"

13"

Breaking,News,

Breaking,News, 14"
Breaking,News, 14"

14"

Follow,up,to,breaking,news,

Follow,up,to,breaking,news, 15"
Follow,up,to,breaking,news, 15"
Follow,up,to,breaking,news, 15"

15"

Developing,News,

Developing,News, 16"
Developing,News, 16"

16"

Developing,News,

Developing,News, 17"
Developing,News, 17"

17"

Developing,News,

Developing,News, 18"
Developing,News, 18"

18"

Developing,News,,

Developing,News,, 19"
Developing,News,, 19"

19"

Developing,News,,

Developing,News,, 20"
Developing,News,, 20"

20"

Developing,News,,

Developing,News,, 21"
Developing,News,, 21"

21"

Developing,News,,

Developing,News,, 22"
Developing,News,, 22"
Developing,News,, 22"

22"

Explainers,

Explainers, 23"

23"

Explainers,,

24"
24"

Explainers,

25"
25"

Lists,

Lists, 26"
Lists, 26"
Lists, 26"

26"

News,Round,Ups,

News,Round,Ups, 27"
News,Round,Ups, 27"
News,Round,Ups, 27"

27"

News,Round,Ups,

News,Round,Ups, 28"
News,Round,Ups, 28"
News,Round,Ups, 28"

28"

Ques6ons,

Ques6ons, 29"

29"

Ques6ons,

Ques6ons, 30"

30"

Ques6ons,

Ques6ons, 31"

31"

User,generated,content,

32"
32"

User,generated,content,

User,generated,content, 33"
User,generated,content, 33"

33"

User,generated,content,

User,generated,content, 34"
User,generated,content, 34"

34"

Tumblr,

Tumblr, 35"
Tumblr, 35"

35"

User,generated,content,

User,generated,content, 36"
User,generated,content, 36"
36"
36"

Video,

Video, 37"
Video, 37"

37"

3.,Techniques,

Tools"of"the"Trade"

Linking,Out,

39"
39"

Aggrega6on,

“I"love"aggrega*on.”""

Aggrega6on, “I"love"aggrega*on.”"" 40"

40"

I"love"aggrega*on."Aggrega*ng,"as"I"wrote,"is"what""

editors"do."It"is,"to"repeat"myself,"“plugging"one""

another"into"the"bounty"of"the"informa*on"universe.”"

Readers"come"to"The"Times"not"just"for"our"original"

repor*ng,"but"for"our"best"judgment"of"what"else"is""

worth"reading"or"watching"out"there,"and"for"the""

comments"posted"by"all"of"you."

!!! "Bill!Keller,!former!Execu1ve!Editor,!New!York!Times!

Aggrega6on/Cura6on ,

Aggrega6on/ Cura6on , 42"
Aggrega6on/ Cura6on , 42"

42"

Aggrega6on/Cura6on ,

Aggrega6on/ Cura6on , 43"
Aggrega6on/ Cura6on , 43"
Aggrega6on/ Cura6on , 43"

43"

Bolded, Subheadlines,

44"
44"

Bullet,Points,

Bullet,Points, 45"
Bullet,Points, 45"

45"

4.,Online,Voice,

Online,Voice,,

Conversa*onal,"like"radio" Magazine"vs."wire"copy""" Imitate"someone"you"like"" Experiment"&"prac*ce"

   Imitate"someone"you"like""    Experiment"&"prac*ce" 47"

47"

5.,Distribu6on,

I’ve"wriaen"my"post."Now"what?"

Social"media"engagement"drives"traffic""

Social"media"engagement"drives"traffic"" 57"

57"

Social,Media,

Facebook/Twiaer" Hashtags "and"men*ons"of"people"in"the"post"" Converse"with"your"fans/followers"

   Converse"with"your"fans/followers" 58"

58"

Converse,with,your,audience,

Converse,with,your,audience, 59"

59"

60"
60"
60"

Ques6ons? , ,

KiBMin"Sung"

ksung@npr.org"

hap://editorial.digitalservices.npr.org/ "

@ callmeKi "

(310)"815B4220"

ksung@npr.org " hap://editorial.digitalservices.npr.org/ " @ callmeKi " (310)"815B4220" 61"

61"