【案例】
创造性参与的开始
转载 2016-04-09 08:58:40
《2016年新闻业预测》第【七十八】篇：创造性参与的开始
原作者：
茱莉亚·贝泽尔
（Julia
Beizer
）
编译者：王馨逸
来源地址：
http://www.niemanlab.org/2015/12 ... e-about-engagement/
【编者按：2015年岁末，清华大学爱泼斯坦对外传播研究中心联合美国哈佛大学尼曼新闻实验室（Nieman Journalism Lab）约请世界各地的新闻学院院长、知名教授和媒体一线人士对2016年全球新闻传播的新趋势发表了看法。我们对访谈记录进行了整理，编译成中文以飨读者。】
摘要：“我们如何能使读者更加自然的从一条新闻过渡到另一条？我们如何让兴之所至的读者在漫游网络时自我创造？”
这是一个属于新闻怪杰的时代。请你不是作为业内人士，而是站在普通人的角度，考虑一下每日早晚的网络之旅。在这里你可以阅读到大把关于枪击案受害者的新闻，寻找叙利亚复杂局势的背景，在“阅后即焚”搜索栏（Snapchat Discovery）中了解感恩节的历史，追踪选举前线的报道，看《纽约每日新闻》的封面了解街头巷尾都在谈论的事，浏览一条关于猫头鹰戴帽子的推特，找到一个转天可以带到办公室说的业界热点，将由脸书提醒得到的工作背景音乐推荐输入手机，穿越时光看几天前播出的电视节目，看到最近嗡嗡喂（Buzzfeed）列表上的第8条说“这简直就是我”。
如今作为世界公民，我们独特而多变的兴趣通过跨越品牌、平台和产品的界限来满足，如同四散的雪花。但是作为发布商，当考虑“参与”时，我们倾向于将其置于自身内容的“多样化的语境”中，而既非读者能够通过手机进入的更为广阔而完美的世界，也非那些运用品牌参与可以做到的全部覆盖。
我们必须致力于增加那些高度参与、全天来访、乐于订阅的读者、观者、听者、消费者的数量。但是在2016年，必须开始做一些迥然不同的事。
除了“点击这里”、“点击展开全文”、“下载应用程序”、“伙伴推荐”、“更多请见垂直子品牌”，我们是否能够通过时事通讯吸引到受众？
我们可以通过脸书即时文汇、苹果新闻等内容分发平台的情况检测百万种持续吸引读者的技巧，也可以基于读者的阅读历史、时间、推荐来将时事通讯个性化，以及检测推送时间以优化参与。此外，我们可以放弃广播模式中的通告，寻找更多分段方式以利用推送而非爆炸新闻的背景，或者使用深度链接来吸引那些已经安装了应用程序，却鲜少使用的潜在品牌爱好者。
但是最重要的是从根本上再造文章体验，以鼓励深度阅读和广泛涉猎。我们需要考虑，如何能使读者更加自然的从一条新闻过渡到另一条？如何让兴之所至的读者在漫游网络时自我创造？如何改进页面加载时间使读者不再需要等待？如何利用新闻策划的悠久传统，在这个精力极易分散的世界，为新闻阅读建设一片绿洲？
也许周边人曾说，我们如今身处窘境，需要开创自己的道路。然而面对困境，我们需要在为读者提供更多轻松阅读的方式。让我们开始实践吧。
茱莉亚·贝泽尔是《华盛顿邮报》的产品总监。
注：本文由王馨逸编译，系清华大学新闻与传播学院2015级硕士生。
转载请注明：来自微信公号“清华全球传播”
清华大学爱泼斯坦对外传播研究中心主办
原文：
When we startgetting creative about engagement
What a time to be alive, newsnerds. Think about your morning and evening journeys across the web. Not as anindustry insider, but as a human. Where you can read big sweeping pieces ofjournalism about the victims of gun violence, find incredible context on thecomplicated situation in Syria, learn about the history of the Thanksgivingholiday on Snapchat Discover, catch up on great reporting from the front linesof the election, see that New York Daily News cover everyone is talking about,flip through a Twitter Moment about owls with hats, catch some industry buzzthat you can bring to the office the next day, have work-listening musicrecommendations pushed to your phone through Facebook Notify, travel throughtime to read days-old recaps of that TV show you just got caught up on via DVR,and say “that’s so me!” about No. 8 in a recent BuzzFeedlisticle.
We’re all citizens of world thesedays, crossing the borders of brands, platforms, and products to satisfy ourunique and varied interests as the distinct little snowflakes that we are. Butas publishers, when we think about engagement, we tend to think about it in thediscrete context of our own properties, instead of thinking about the wide,wonderful world our readers can escape into with their phones and whatengagement with our brand means across all of them.
We must keep working to increasethe number of those highly-engaged, visit-all-the-time, likely-to-subscribereaders/viewers/listeners/consumers. But 2016 is the year we should all startdoing that in wildly different ways.
Instead of: Click here. Go here!Tap to expand this article. Download our app. Recommendations from ourpartners. More from this sub-branded vertical. Can I interest anybody in anewsletter?
Let’s test millions of techniquesto consistently engage readers through the distributed platform landscape ofFacebook Instant Articles, Apple News, and the like. Let’s personalize thosenewsletter offers for readers based on their reading history, referrer, ortime, and test send times to optimize engagement. Let’s move away from thebroadcast model for alerts, finding more segmented ways to use push beyond thebreaking-news context. Let’s use deep linking to light up those latent loversof our brand who have our apps installed but use them rarely.
But most importantly, let’sradically reinvent the article experience to encourage deeper reading, furtherbrowsing. How might we more naturally bring readers from one story to another?How might we recreate the serendipity readers create for themselves whilejaunting through the web? How can we increase our page load times so readersnever have to wait? How might we use the time-honored traditions of news designto create oases for news reading in this increasingly distracting world?
A guy we like a lot around hereonce said that when you’re in a tight box, you have to invent your way out.We’re in a tight box, competing for our readers’ attention among the manydiffering and delightful ways they can spend their screen time. Let’s startinventing.
http://blog.sina.com.cn/s/blog_81651ac20102w9r4.html
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创造性参与的开始：《2016年新闻业预测》第【七十八】篇：创造性参与的开始 原作者：茱莉亚·贝泽尔（JuliaBeizer）编译者：王馨逸来源地址：O网页链接文字版>> O网页链接 （新浪长微博>> O还在为微博的140字烦恼？你out啦~快来试试新...）
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