Ifra XMA Cross Media Awards Projects
 
   Company: Svenska Dagbladet AB
   Project name: Svenska Dagbladet – Twingly
  General information about the publication
   Svenska Dagbladet (www.svd.se) is one of the leading Swedish morning newspapers.
SvD is published in tabloid format with three sections: news, business and
culture. SvD has a strong focus on product development and its readers and as a consequence the newspaper and the website are gruadually improving.
  Project description
   Since February all article pages at www.svd.se have included links back to every blog linking to us. This is strongly motivating bloggers to link to our articles and have created a loyal community out of the existing blogosphere.
  The basic idea of our project
   There are rarely many days between the stories that prove the power of citizen journalism. Only last week two events reinforced its status in Sweden: One blog discovered a Swedish minister boasting a dubious MBA-degree and another blog reported live, minutes away from where a policeman was killed. This and other current affairs were heavily debated among bloggers.
Thanks to our community effort, in three months Svenska Dagbladet managed to become a hub of citizen journalism in Sweden. This is one of our strategic goals for the future.
  Used Media Channels
   Newspaper    Online
Other:   Blogs
  The Implementation
   The technology behind this is Twingly, which monitors tens of millions of blogs worldwide. The service is totally integrated in our website. No additional work is needed neither from the blogger, the reader or the editor to connect our content to the blogosphere.
  Image(s)
Svenska_Dagbladet_Twingly.jpg  (68 KB)   
bloglinks_svd1.jpg  (25 KB)   
screen-shot-1.jpg  (183 KB)   
screen-shot-2.jpg  (172 KB)   
screen-shot-3.jpg  (195 KB)   
screen-shot-4.jpg  (126 KB)   
  Links
   http://www.svd.se/dynamiskt/inrikes/did_15886460.a ...
http://imedia.svartling.org/2007/06/poliser-skts-n ...
http://www.svd.se/dynamiskt/stockholm24/did_159853 ...
http://www.svd.se/dynamiskt/stockholm24/did_159873 ...
  Project results
   - The nature of the Twingly-service ensures a high quality, relevance and seriousness of the posts. This reinforces the brand Svenska Dagbladet as a quality newspaper open for debate. Most posts are about politics, comments and current affairs. Contrary to article comments, very little moderation is needed.
- www.svd.se has become the second largest website in Sweden counting bloglinks. This affects not only page views but also search engine positioning.
- Life span of articles increase, since blogs hold on to and develop the news stories, sometimes months after publishing. This counteracts the fast flow of short news that is common in online editions.
- Our community effort has got a lot of positive attention not only in traditional media but the bloggers have distinguished Svenska Dagbladet as a hub of citizen journalism.
- Twingly has proven useful for our journalists for tips on follow-ups for both the printed and the online edition.
Summary: The unconventional approach to link out from our website to whoever comments our articles has proven very successful with 20000 blogposts linking to our articles published by over 3000 participating bloggers since the launch in Feburary.
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