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阅读证明
案例简介：概要 根据 “哥伦比亚大学” 和 “法国国家研究所”，人们在社交媒体上分享的文章中只阅读了 59% 的标题。这个想法是为 Facebook 、 Twitter 和 LinkedIn 等社交媒体渠道开发的，目的是阻止点击诱饵、糟糕的新闻和虚假新闻文化的传播。Fokus 是瑞典一家深度新闻杂志，相信高质量的新闻可以让世界变得更加真实。在一个虚假新闻和点击诱饵的时代，高质量的新闻和深度文章有可能在我们的社交媒体中消失，得不到应有的关注。Fokus 想通过给人们一个机会来宣传他们最喜欢的深度故事来改变这一点。 战略 点击诱饵、糟糕的新闻和虚假新闻已经破坏了我们的文化太久。即使是知识分子也伪造他们的知识，传播他们没有读过也没有理解的文章/新闻。而且还没有任何方法可以将骗子和非骗子分开。为了让人们欣赏高质量的新闻，展示真实的新闻和价值，我们意识到仅仅传播关于这个问题的信息是不够的。社交货币、喜欢、分享等内容是问题的一部分。我们必须发明一种比现在更值钱的新货币。这使得旧的没用。从煤中分离钻石。真正的假。 结果 阅读证明是在戛纳狮子队截止日期前两天推出的。这立即引发了与九家瑞典新闻出版物关于安装插件的对话。任何进一步的结果都为时过早。 执行 Fokus 在他们自己的新闻网站 fokus.se 上推出了这个插件。在所有共享按钮旁边，我们实现了自己的读防按钮。一旦你阅读了整个故事，按钮就可以共享了，你可以通过阅读证明共享在 Facebook 、 Twitter 或 LinkedIn 上分享这篇文章。如果你只是瞥见标题或者浏览文章，分享按钮会鼓励你阅读更多。 活动描述 “阅读证明共享” 是一个插件，它结合在每篇文章上花费的时间来衡量你的滚动速度。这意味着你只有在真正阅读了整个故事后才能分享。当这些文章在社交媒体上分享时，它们会有一个 “我读过” 的徽章，这样其他人就可以看到你阅读的标题之外。我们还以开源的形式发布了该插件，为其他出版物或新闻媒体提供了一个免费加入对抗虚假新闻文化的机会。
阅读证明
案例简介：Synopsis According to ”The Columbia University” and ”The French National Institute” people only read the headline in 59% of articles shared in social media. This idea was developed for social media channels such as Facebook, Twitter and LinkedIn with the aim to stop the spread of click bait, poor journalism and fake news culture. Fokus is an in-depth news magazine in Sweden that believes quality journalism can make the world a more truthful place. In an era of fake news and click bait there is a risk that quality journalism and in-depth articles fades away in our social feed and don’t get the attention it deserves. Fokus wanted to change this by giving people a chance to promote their favorite in-depth stories. Strategy Click bait, poor journalism and fake news has been ruining our culture for too long. Even intellectual people fake their knowledge and spread articles/news they haven’t read nor understood. And there hasn’t been any way to divide the fakers from the non-fakers yet. To get people to appreciate quality journalism and manifest Fokus real news and value we realized that just spreading information about the problem wouldn’t be enough. The social currency, likes, shares etc of content is a part of the problem. We had to invent a new currency that was worth more than the current one. That made the old one useless. Separating diamonds from coal. The real from the fake. Outcome Read Proof was launched two days before Cannes Lions deadline. It immediately sparked a dialogue with nine Swedish news publication about installing the plug-in. It’s too soon for any further results. Execution Fokus launched the plug-in on their own news site fokus.se. Next to all sharing buttons we implemented our own Read Proof-button. Once you’ve read the whole story the button became shareable and you could share the article on Facebook, Twitter or LinkedIn with Read Proof Sharing. If you just glimpsed at the headline or skimmed the article the sharing-button would encourage you to read more. CampaignDescription “Read proof sharing” is a plug-in that measures your scrolling speed in combination with time spent on each article. This means you can only share once you’ve actually read the whole story. When the articles are shared in social media, they will feature a ”I’ve read it”-badge so other people can see that you read beyond the headline. We also released the plug-in as open source giving other publications or news outlets a chance for free to join the fight against fake news culture.
Read Proof
案例简介：概要 根据 “哥伦比亚大学” 和 “法国国家研究所”，人们在社交媒体上分享的文章中只阅读了 59% 的标题。这个想法是为 Facebook 、 Twitter 和 LinkedIn 等社交媒体渠道开发的，目的是阻止点击诱饵、糟糕的新闻和虚假新闻文化的传播。Fokus 是瑞典一家深度新闻杂志，相信高质量的新闻可以让世界变得更加真实。在一个虚假新闻和点击诱饵的时代，高质量的新闻和深度文章有可能在我们的社交媒体中消失，得不到应有的关注。Fokus 想通过给人们一个机会来宣传他们最喜欢的深度故事来改变这一点。 战略 点击诱饵、糟糕的新闻和虚假新闻已经破坏了我们的文化太久。即使是知识分子也伪造他们的知识，传播他们没有读过也没有理解的文章/新闻。而且还没有任何方法可以将骗子和非骗子分开。为了让人们欣赏高质量的新闻，展示真实的新闻和价值，我们意识到仅仅传播关于这个问题的信息是不够的。社交货币、喜欢、分享等内容是问题的一部分。我们必须发明一种比现在更值钱的新货币。这使得旧的没用。从煤中分离钻石。真正的假。 结果 阅读证明是在戛纳狮子队截止日期前两天推出的。这立即引发了与九家瑞典新闻出版物关于安装插件的对话。任何进一步的结果都为时过早。 执行 Fokus 在他们自己的新闻网站 fokus.se 上推出了这个插件。在所有共享按钮旁边，我们实现了自己的读防按钮。一旦你阅读了整个故事，按钮就可以共享了，你可以通过阅读证明共享在 Facebook 、 Twitter 或 LinkedIn 上分享这篇文章。如果你只是瞥见标题或者浏览文章，分享按钮会鼓励你阅读更多。 活动描述 “阅读证明共享” 是一个插件，它结合在每篇文章上花费的时间来衡量你的滚动速度。这意味着你只有在真正阅读了整个故事后才能分享。当这些文章在社交媒体上分享时，它们会有一个 “我读过” 的徽章，这样其他人就可以看到你阅读的标题之外。我们还以开源的形式发布了该插件，为其他出版物或新闻媒体提供了一个免费加入对抗虚假新闻文化的机会。
Read Proof
案例简介：Synopsis According to ”The Columbia University” and ”The French National Institute” people only read the headline in 59% of articles shared in social media. This idea was developed for social media channels such as Facebook, Twitter and LinkedIn with the aim to stop the spread of click bait, poor journalism and fake news culture. Fokus is an in-depth news magazine in Sweden that believes quality journalism can make the world a more truthful place. In an era of fake news and click bait there is a risk that quality journalism and in-depth articles fades away in our social feed and don’t get the attention it deserves. Fokus wanted to change this by giving people a chance to promote their favorite in-depth stories. Strategy Click bait, poor journalism and fake news has been ruining our culture for too long. Even intellectual people fake their knowledge and spread articles/news they haven’t read nor understood. And there hasn’t been any way to divide the fakers from the non-fakers yet. To get people to appreciate quality journalism and manifest Fokus real news and value we realized that just spreading information about the problem wouldn’t be enough. The social currency, likes, shares etc of content is a part of the problem. We had to invent a new currency that was worth more than the current one. That made the old one useless. Separating diamonds from coal. The real from the fake. Outcome Read Proof was launched two days before Cannes Lions deadline. It immediately sparked a dialogue with nine Swedish news publication about installing the plug-in. It’s too soon for any further results. Execution Fokus launched the plug-in on their own news site fokus.se. Next to all sharing buttons we implemented our own Read Proof-button. Once you’ve read the whole story the button became shareable and you could share the article on Facebook, Twitter or LinkedIn with Read Proof Sharing. If you just glimpsed at the headline or skimmed the article the sharing-button would encourage you to read more. CampaignDescription “Read proof sharing” is a plug-in that measures your scrolling speed in combination with time spent on each article. This means you can only share once you’ve actually read the whole story. When the articles are shared in social media, they will feature a ”I’ve read it”-badge so other people can see that you read beyond the headline. We also released the plug-in as open source giving other publications or news outlets a chance for free to join the fight against fake news culture.
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Read Proof
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