 Hi everybody. First I would just want to thank you for being here and welcoming us and also the whole Team that we've worked with at work camp because you guys have been made things so easy and smooth. So thank you for that So as you heard, I'm Sally Lariman. I lead the trust project I founded it and the trust project is an international collaboration of news organizations working to develop a more trusted and trustworthy press and Today we're going to announce our new WordPress plug-in which was developed by Kay's team. Great. Thank you. So I'm Kay Lima I'm actually now the acting director of INN Labs, which is the product and technology team at the Institute for Nonprofit News and You'll be hearing more about the plug-in in just a bit I'm sharing the mic. So new journalism is in crisis. You know that trust has been declining since basically the dawn of the internet and we have deliberate efforts to undermine trust in the news and On the internet or on any digital space when you look at the information Everything looks the same. So if you're looking at a news story by, you know, a qualified quality Journalist, it looks just the same as a poorly reported story It looks the same as maybe a piece of advertising a piece of propaganda or maybe even Information designed to incite an anger So I thought well, can we flip the picture? Can we use this amazing space to support quality to support quality news and trustworthy news? So that's the idea behind the trust project and what we case showing you here If you imagine the public adrift on the sea of information and then you imagine Thank you the platforms kind of trying to steer people around these massive cruise ships to the right place can The and they're not doing the greatest job. None of us are doing a great job So can news organizations be sort of a lighthouse? And to provide trust indicators on their sites to show This is what who and what is behind the news and then also offer information to platforms so they can surface more quality news So what I did was go ahead and start with the user because if you're gonna change the algorithms You have to give you have to give the algorithm information about Basically what should go into the formula so start with the user and ask them What is it you value in news? When do you trust it? When don't you and then? Took that information to news publishers and we worked with 75 different news organizations to try to marry what we learn from users with Journalistic values to come up with these trust indicators that you now see on About 140 sites which represent it's from about 14 different brands or publishers And we're about ready to launch with and get up to probably about 200 sites from 18 publishers So I want to share with you what we found out from the users and then go Kind of tell you a little show you some trust indicators then Kay will talk about the plug-in What we found we found that they're basically for user types And I'm not going to go into the user types except to tell you one thing that all the way from the angry and disengaged to the avid Hyper user there is a sense that news is important that people want to be informed So that's the good news lots of folks though feel like they're not getting what they want So one of the first things we heard is people Understand that journalists try to be impartial, but they say everyone has an agenda. So what's yours newsrooms? They talk about wanting to feel or to hear from diverse voices people like themselves Unlike themselves and especially not just from people at high levels of business and government They wanted to feel a relationship with journalists. So who is this person? What's their expertise with their agenda? They wanted to know what am I looking at is it news? This is analysis. Is it opinion? Is it advertising content? There was a sense that there was all this blending together. So they wanted to be more informed about that How do you know what you know? So news organizations tell me how this story was built. What are your sources? Then there were a couple of the last ones locally sourced is it does this journalist know about my community about me? whether demographically or geographically and Also, was it were they there and let me participate a high expectation of participation So what we did was take all that information. I said marry it with journalistic values. So here you see on the page La repubblica is one of our partners is showing their agenda Which as you know as journalists is to serve the public. So what's their ethics code? What are their correct? When do they do corrections? What's their fact-checking strategy? Who owns them? What is their? Coverage priorities and then you can see it on the site page and an article page next one is Author information so structured information about the author who they are what languages they speak where they're based on Both an author page and an article page And then the third example I'll show is just what is this? This is an example Washington Post is showing Analysis this stories analysis is kind of way up there at the top And then they have a shared definition that all of our like a working group of trust publishers decided upon So not only are we showing labels, but these labels all are an agreement So those are just few of the trust indicators. What's in it for the platforms? Well as I mentioned, they're getting now consistent Markup language that matches up with these trust indicators from our publishers Google being Facebook and Twitter all have agreed to use the markup in And they're thinking both about design and in their out Google is using them in their algorithms You can see an example from being showing the type of work on the Search results page and then Facebook. That's an experiment that they're doing In the on the UX side So one last slide. I think I have oh so what's in it for the newsrooms? Well UT Austin did and a study of the trust indicators They had 1,200 people looking at half of them randomly saw the trust indicators have did not and they found that those sites that did have the trust indicators People responded to them thinking that the site was more trustworthy was reputable was reliable told the whole story There were results for the reporter that the reporter was felt to be more have more carefully researched the article was well-qualified And there were behavioral intentions such as being more willing to pay for more news from that site And those are all statistically significant results Trinity mirror did a similar study with the site gone live and they found you know I'll just in summary that you've got the data here about 10% increase overall interest in the site so and then then finally there's just some Kind of good things that you get from doing this project Which is a European broadcast said the trust project has helped push some tidy up bits We needed to do anyway and a regional site said We needed to we haven't looked at our ethics code in 20 years. And so we think it was about time for an update So with that, I think I will hand it over to Kay here who tell you more about the plug-in Great So the iron labs team collaborated with Sally and the trust project to create a plug-in that would then Easily store and display the trust indicators that her team had identified and so what this does is Allows the sites to convey the trustworthiness of their site As well as at a deeper level for the authors and articles themselves We did this by creating back-end settings for posts authors and newsroom information and best practices policies Which then are displayed on the front end and are also that machine readable data There's also a short codes component for the plug-in as well, which makes implementing the front end of the indicators More flexible depending on what your theme may be like So this is an example of the back end of the plug-in just typical settings here but are again specific to the indicators and So what you're seeing here are settings for corrections sourcing and methodology statements, etc And then it can be pulled into the front end either through Again the short codes or in a sidebar say with widgets and This has all been standardized across all of the WordPress sites Through this process of creating the plug-in. We've been able to collaborate with right now a group of five beta testers And through weekly collaboration with them. We've been able to get Feedback for future plug-in improvements, and they've also been able to benefit from working together on editorial Developments as well as the the technical implementation of the indicators And so coming up next we did want to let everyone know that there will be a phase three of the implementations And so we'll be working on a WordPress only phase and hopefully getting at least 20 more WordPress sites to be involved in this testing phase and If you'd like to be Considered for that process you can reach out either to myself or to Sally for that So yeah, we really would love you to join us. And so this is just an example. These are our first 14 companies that We launched in November so you can see these trust indicators on their sites the next slide will show another 18 that are now Implementing so we have a standard that is now Developing global standard that we invite you to participate in it's got user Interface that is I mean not user interface, but structured user Information that is all shared their schema org vocabulary that's shared and so I only showed you we only showed you a few examples and if you want to move to the next slide Oh, here's how you can sign up if you don't get an opportunity to talk to one of us Go this is our website the trust project org and if you click on that collaborator Button you will get to a page just describing how to participate including a form that you can sign in on so with that I think we'll stop I had one more slide, but In case do we have time for questions or not? No, sorry unfortunately, we're we're running so short that I think it makes probably the most sense if there are questions to To find the speakers this evening or tomorrow. We want to make sure everyone can get in their time But thank you so much for your presentation