Presentation for FIPP / VDZ

1
einestages (oneday)
a new concept to embrace the community to l
everage user generated content
and to create a journalistic premium product
at the same time
2
(No Transcript)
3
sound track
einestages is our new contemporary history web
site We launched the site in October 2007 I
t now reaches around 1 million unique users
and generates 40 million page impressions per
month. What distinguishes einestages from other
community - our UGC- concepts?
4
Communities and Social Networks usually
try to collect as many (active) members as pos
sible ... appeal to members to contribute as much
content as possible (text, photos, videos)
give members maximum freedom to present content
(or themselves) When we planned our new platfor
m einestages, we asked ourselves the following
questions Is this the right concept for us?
Is this the way to design a new journalistic
premium product under the SPIEGEL ONLINE brand?
In other words Do we really need to create a new
digital ocean if all we want to find are the rare
pearls? Comments made in a keynote speech by Re
uters CEO Tom Glocer at the OPA Forum for the Fu
ture in March 2006 helped guide our discussion.
Glocer saw three central functions for successfu
l media companies They should be Rainmakers. The
y attract people and communities with premium
content. They should provide Tools Users who lik
e to contribute should be given fun and
easy-to-use toolsthat enable them to do so
They the media companies - should be filters
and editors What Glocer said was, basically Do
n't surrender to the wave of communities and UCG
think about elegant and intelligent ways to ri
de it instead. With einestages, we try to do ex
actly this.
5
Our platform einestages (one day)
is a very attractive platform for people to te
ll their stories and/or show photos
does NOT want as many (active) members as
possible - but only those who really have a
story to tell does NOT appeal to everybody to c
ontribute as much content as possible - we
only want relevant articles, photos and videos
is a system to filter, edit and polish content
contributed by users. We ended up with somethi
ng that is not a classic journalistic produ
ct not a classic community I like to call i
t a journity
6
How does the filtering system at einestages
work? The editorial team sets the tone.We pre-
loaded the website with articles, photos and
videos before we opened up to the community
2. The homepage (and the section pages) are com
posed by the editorial team
7
How does the filtering system at einestages
work? The editorial team sets the tone.We pre-
loaded the website with articles, photos and
videos before we opened up to the community
2. The homepage (and the section pages) are com
posed by the editorial team
8
(No Transcript)
9
How does the filtering system at einestages
work? The editorial team sets the tone.We pre-
loaded the website with articles, photos and
videos before we opened up to the community
The homepage (and the section pages) are compose
d by the editorial team Everybody who joins ei
nestages is offered a very detailed package of
information about what we want and what we do
not want. (From a mission statement to a manual
on how to write a good headline)
10
(No Transcript)
11
How does the filter-system at einestages work?
The editorial team sets the tone.We pre-loaded
the website with articles, photos and videos
before we opened up to the community
The homepage (and the section pages) are compose
d by the editorial team Everybody who joins ei
nestages is offered a very detailed package of
information, what we want and what we do not
want. (From a mission statement to a manual on
how to write a good headline) We have designed
a rather challenging upload process for photos
we do not offer bulk uploads. We ask for a
detailed description for every single photo
12
(No Transcript)
13
(No Transcript)
14
So far, our concept has delivered the following
results 15,000 registered members 1,500 act
ive members 1,000 published stories, 50 contri
buted from community members 1,000,000 unique u
sers per month 40,000,000 page views per month
_________________________________ Within 6
months einestages became the contemporary history
website with the largest scope in Germany by far

15
examples for UGC on einestages
16
examples for UGC on einestages
17
examples for UGC on einestages
18
Thank you for listening!
19
(No Transcript)
20
basic information
SPIEGEL ONLINE is Germany's leading news Web site
A team of 80 journalists in 11 departments is
committed to journalism that meets the highest
possible standards of quality.
Up to the minute We update our news nonstop, 7
days a week. We cover politics, business, the
Web, culture, society, science, sports,
automobiles and travel, posting 80 100 stories
per day. Analytical SPIEGEL ONLINE provides th
e stories behind the news, interviews, opinion,
analysis, commentaries and features written by
established writers. Exclusive With its origi
nal reporting, SPIEGEL ONLINE breaks news and
sets the agenda. Our team of editors, backed by
the editorial staff of DER SPIEGEL, SPIEGEL TV
and an extensive foreign correspondent network,
supplies exclusive stories each day.
5 Million unique Users per month
85 Million visitors per month 500 Million
Page Impression per month
21
basic information
SPIEGEL ONLINE's commitment to investing in
a team of 80 journalists Up-to-the-minute upda
tes
Analysis Exclusive stories and scoops
has helped us build a loyal audience
5 million unique users per month
88 million visitors per month
500 million page impression per month
22
basic information
So how did we growfrom
to
there?
here
23
(No Transcript)