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Brand Equity Online

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  • Transcript

    • 1. 1
      Brand Equity in a Fragmented Media Landscape
      Goli Sheikholeslami April 29, 2010
    • 2. What is Brand Equity?
      Added value for consumers of news from
      …versus news from any other source
      2
    • 3. Background: Consumers’ choice for media channels have mushroomed….
      Growth of cable television and the Internet has fragmented traditional media
      92% of Americans use multiple platforms to get news on a typical day
      Only 7% typically get their daily news from a single media platform3
      The Internet has become a mainstream medium
      Projections indicate there will be more than 220 million internet users in the United States by the end of this year1
      67 million US adults accessed the internet via a mobile browser last December
      This December, 84 million are expected to do so2
      1eMarketer, February 2010 2eMarketer, November 2009 3Pew Research Study; Understanding the Participatory News Consumer; 2010
    • 4. The “Old” World Order for The Washington Post
      4
      Market: The Washington DMA
      Platform: The Washington Post newspaper
      The Washington Post’s world-class journalism and connecting of the community was our “added value” for consumers.
      Few news competitors:
      • Four television networks
      • 5. Local-interest magazines
      • 6. Niche local newspapers
      • 7. Radio stations
    • The “New” World Order: Consistent mission, more access points
      5
    • 8. The “New” World Order: More Consumer Choice in Media Vehicles
      6
      Market: The world
      Platform: ALL!!
    • 9. Act Early
      7
      What Have We Done to Stay Competitive?
      2. Take Advantage of New Storytelling Tools
      3. Utilize New Methods of Audience Acquisition
      4. Take our Content Directly to Audiences: Where They Want It, When They Want It
    • 10. Act Early: Protect Stakeholders
      8
      Advertisers
      Readers
      Community
      Journalists
    • 11. Our 1995 Home Page
      9
    • 12. 1999
      10
    • 13. 2005
      11
    • 14. 2010
      12
    • 15. New Storytelling Tools
      13
    • 16. New Storytelling Tools
      14
    • 17. New Storytelling Tools
      15
    • 18. Acquiring New Audiences: Three Sources of Traffic
      16
      Partnerships
      (Website Referral)
      Natural Search
      (SEO Optimization)
      The Loyalists
      (Typed/Bookmarked)
    • 19. New Methods to Acquire Audience
      Network News: Easily share wp.com content with your Facebook friends
      17
    • 20. Bringing Our Content to Users: Where they want it, when they want it
      18
    • 21. Our New Platforms
      19
      • More than one million mobile users point their devices to Washington Post Digital each month
    • Lessons Learned
      Recognizing the need for continuous innovation
      20
      • Embracing the opportunity rather than the threat
      • 22. Understanding that the job only begins with publication
      • 23. In other words, recognizing that we still had to do everything we did before WHILE doing all the new stuff
      User Engagement
      Content
      Multi-format Publishing
    • 24. 21
      Questions?