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voci.us building communities around news project team: Dan Berenholtz . Venkat Dinavahi . Thomas Kong . Evelyn Larrubia . Wendy Norris voci.us building communities around news value propositions business canvas remains same user :: engage in high quality conversations about news events customer :: access high-value advertising targets partner :: solve mission critical comment forum problem that is time-consuming, a liability risk, resource intensive and costly voci.us building communities around news Marketing campaign • market: new • customer segments: news outlets | advertisers | users early adopters, heavy online news consumers, web savvy • cost acquisition to date: zero voci.us building communities around news User demographics voci.us building communities around news Use demand creation channel voci.us building communities around news news partnerships • value propositions: more readers | ad $ share | demographic data • customer interviews: 90 California small- to mid-size newspapers voci.us building communities around news A/B test of hypothesis Do moderated forums produce more civil discussions of current events? Site A: No moderation Site B: Project team engages • Random assignment of alpha testers • Random assignment of alpha testers • Topic introduced for discussion • Same topic introduced for discussion • Community discussion standards provided at sign-up and displayed on forum • Community discussion standards provided at sign-up and displayed on forum
