Social Media Integration Julian Sambles , Digital Operations Director
Contents <ul><li>Understanding the need for change </li></ul><ul><li>Our approach </li></ul><ul><li>SEO as Hygiene </li></...
Understanding the need for change <ul><li>Peppered moth </li></ul>
901,930 average net circulation 2,033,000 readers 85%  of Daily Telegraph readers read no other Quality Daily Newspaper 67...
<ul><li>Where will The Telegraph  </li></ul><ul><li>be in the evolving digital world? </li></ul>Question?
<ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives.  </li></ul><ul><li...
When they want it, where they want it and in the format that they want it Content is Key
Dec 05 2007 A year of change  Research Analysis Feb 06 Plan May 06 Implement Sep 06 – Jan 07 Training Implement Organisati...
<ul><li>Integrated editorial department where each section editor is responsible for their content across all media </li><...
How did we deliver the audience? <ul><li>June 2007 </li></ul><ul><li>Not the case of putting it on the site and people wil...
How did we grow traffic? <ul><li>June 2007 </li></ul><ul><li>Set up a small specialist Audience Development team </li></ul...
Brands are using traditional media budgeting principles for search...  Yet waste money and   lose customers  The Right Sea...
<ul><li>SEO for newspapers is different due to dynamic nature of news </li></ul><ul><li>Educate, train and support the edi...
Empowering Journalists  Understanding – cultural change
Difference between on and offline Online Media Entry point Browser Offline Media
Many ways to find online content Consumers are now driven to search via traditional channels
<ul><li>Search engines work as matchmakers </li></ul><ul><li>90% of all UK searches are on Google (.co.uk and .com) * </li...
<ul><li>Our content is core and we have some of the best writers. </li></ul><ul><li>Don’t change the content, change how i...
It does work – Budget 2010
Making Stories Stand Out  Content  Relevance
Making stories stand out Traditional print headlines don’t work online
Jacques who? The Sun 1-Nov-1990
“ Battle for the Islands” The Sun 4-May-1982
A lot of noughts
And of course
Making stories stand out It is NOT about keyword stuffing
Kate Winslet Stock prices +
Profit! =
Keywords Sorry Irrelevant keywords don’t help
SEO - Keywords It is NOT about writing for computers
People use computers
Content is KING <ul><li>You need great content </li></ul><ul><li>Written by great writers </li></ul><ul><li>Relevant, spec...
Online Audience Growth
Multimedia - engagement infographics General election map
Social Media <ul><li>Enables a greater reach of our content </li></ul><ul><li>Allows readers to group our content how they...
Digg widget – Weird News
Facebook widget – Technology
Share tools
Journalists on Twitter
Results
Results Global Customers Since Jan 07 Ramp up of  Audience strategy
SEO – Election 2010
Results – Inauguration day <ul><li>Only UK Newspaper site in top 10 </li></ul>Date:  20 th  January 2009 Market:  Hitwise ...
Results – Digg <ul><li>Telegraph.co.uk receive the most downstream traffic from Digg. </li></ul><ul><li>Not just of UK new...
What can be done
<ul><li>Sold additional 2 million newspapers </li></ul>MP’s Expenses 30 million page impressions on website 1,500 articles...
twitter.com/juliansambles [email_address]
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Telegraph cim social media v01

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CIM Sussex Social Media Event
30 September 2010

Presentation from Julian Sambles, Digital Operations Director at The Telegraph (thetelegraphgroup)

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Telegraph cim social media v01

  1. 1. Social Media Integration Julian Sambles , Digital Operations Director
  2. 2. Contents <ul><li>Understanding the need for change </li></ul><ul><li>Our approach </li></ul><ul><li>SEO as Hygiene </li></ul><ul><li>Social Media integration </li></ul><ul><li>Results </li></ul>
  3. 3. Understanding the need for change <ul><li>Peppered moth </li></ul>
  4. 4. 901,930 average net circulation 2,033,000 readers 85% of Daily Telegraph readers read no other Quality Daily Newspaper 676,400 1,910,000 readers 78% of Sunday Telegraph readers read no other Quality Sunday Newspaper average net circulation 2005 5,000,000 Global unique users / month
  5. 5. <ul><li>Where will The Telegraph </li></ul><ul><li>be in the evolving digital world? </li></ul>Question?
  6. 6. <ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives. </li></ul><ul><li>It is the one that is the most adaptable to change.” </li></ul>Charles Darwin
  7. 7. When they want it, where they want it and in the format that they want it Content is Key
  8. 8. Dec 05 2007 A year of change Research Analysis Feb 06 Plan May 06 Implement Sep 06 – Jan 07 Training Implement Organisational change Cultural change
  9. 9. <ul><li>Integrated editorial department where each section editor is responsible for their content across all media </li></ul><ul><li>Editorial structure that reflects the editorial, commercial and reader interests across all media </li></ul><ul><li>Forward looking and adaptable to change </li></ul><ul><li>A story is equally important to us whatever platform it appears on </li></ul>Where are we now?
  10. 10. How did we deliver the audience? <ul><li>June 2007 </li></ul><ul><li>Not the case of putting it on the site and people will come </li></ul><ul><li>Sustainable traffic growth was required </li></ul><ul><li>Increase distribution of content </li></ul><ul><li>Increase loyal customer base </li></ul>
  11. 11. How did we grow traffic? <ul><li>June 2007 </li></ul><ul><li>Set up a small specialist Audience Development team </li></ul><ul><li>Responsibility for all digital traffic and audience growth </li></ul><ul><li>Make SEO a ‘hygiene’ factor for editorial and technical </li></ul><ul><li>Improve the distribution of our content through Social Media </li></ul><ul><li>Use SEM for verticals with clear ROI or strategic events. </li></ul>
  12. 12. Brands are using traditional media budgeting principles for search... Yet waste money and lose customers The Right Search Strategy “ ” Source: Google
  13. 13. <ul><li>SEO for newspapers is different due to dynamic nature of news </li></ul><ul><li>Educate, train and support the editorial staff on SEO - wider team </li></ul><ul><li>Define technical SEO enhancements </li></ul><ul><li>SEO considered in all new builds </li></ul><ul><li>Define and implement vertical channel strategies </li></ul><ul><li>Clear, concise guidelines – de mystify SEO. </li></ul><ul><li>Feedback to all staff </li></ul><ul><li>KEY: Try it, it works </li></ul>SEO as a Hygiene Factor
  14. 14. Empowering Journalists Understanding – cultural change
  15. 15. Difference between on and offline Online Media Entry point Browser Offline Media
  16. 16. Many ways to find online content Consumers are now driven to search via traditional channels
  17. 17. <ul><li>Search engines work as matchmakers </li></ul><ul><li>90% of all UK searches are on Google (.co.uk and .com) * </li></ul><ul><li>37% of searchers spend less than 15s scanning Search Engine Results Pages </li></ul><ul><li>82% enter a new search if they can’t find what they are looking for </li></ul><ul><li>Searchers are becoming more sophisticated using 3 words per query now, up from 2 words in 2004 </li></ul><ul><li>Nobody knows how big the web is now, but Google have indexed more than 1 trillion (1 million, million) pages. </li></ul>What is Google * Source – Hitwise
  18. 18. <ul><li>Our content is core and we have some of the best writers. </li></ul><ul><li>Don’t change the content, change how it is found and presented </li></ul><ul><li>Empower journalists, don’t re-write content </li></ul><ul><li>Get the widest reach for your content </li></ul><ul><li>Use bespoke strategies for different sections </li></ul><ul><li>Every story is important </li></ul>Editorial training
  19. 19. It does work – Budget 2010
  20. 20. Making Stories Stand Out Content Relevance
  21. 21. Making stories stand out Traditional print headlines don’t work online
  22. 22. Jacques who? The Sun 1-Nov-1990
  23. 23. “ Battle for the Islands” The Sun 4-May-1982
  24. 24. A lot of noughts
  25. 25. And of course
  26. 26. Making stories stand out It is NOT about keyword stuffing
  27. 27. Kate Winslet Stock prices +
  28. 28. Profit! =
  29. 29. Keywords Sorry Irrelevant keywords don’t help
  30. 30. SEO - Keywords It is NOT about writing for computers
  31. 31. People use computers
  32. 32. Content is KING <ul><li>You need great content </li></ul><ul><li>Written by great writers </li></ul><ul><li>Relevant, specific words to display the content </li></ul><ul><li>Journalists decide keywords </li></ul><ul><li>Journalists can make informed conscious decisions </li></ul>
  33. 33. Online Audience Growth
  34. 34. Multimedia - engagement infographics General election map
  35. 35. Social Media <ul><li>Enables a greater reach of our content </li></ul><ul><li>Allows readers to group our content how they want it </li></ul><ul><li>Encourages existing readers to interact with social tools </li></ul><ul><li>Allows readers to interact with their views to a story on a platform of their choosing </li></ul><ul><li>We encourage and train journalists to engage with social media </li></ul>
  36. 36. Digg widget – Weird News
  37. 37. Facebook widget – Technology
  38. 38. Share tools
  39. 39. Journalists on Twitter
  40. 40. Results
  41. 41. Results Global Customers Since Jan 07 Ramp up of Audience strategy
  42. 42. SEO – Election 2010
  43. 43. Results – Inauguration day <ul><li>Only UK Newspaper site in top 10 </li></ul>Date: 20 th January 2009 Market: Hitwise US Category: Online Print
  44. 44. Results – Digg <ul><li>Telegraph.co.uk receive the most downstream traffic from Digg. </li></ul><ul><li>Not just of UK newspapers. </li></ul>
  45. 45. What can be done
  46. 46. <ul><li>Sold additional 2 million newspapers </li></ul>MP’s Expenses 30 million page impressions on website 1,500 articles written over six-week period Great journalism is the key….
  47. 47. twitter.com/juliansambles [email_address]

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