CIM Sussex Social Media Event 30 September 2010 Presentation from Julian Sambles, Digital Operations Director at The Telegraph (thetelegraphgroup)

1. Social Media Integration Julian Sambles , Digital Operations Director

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

7. When they want it, where they want it and in the format that they want it Content is Key

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

12. Brands are using traditional media budgeting principles for search... Yet waste money and lose customers The Right Search Strategy “ ” Source: Google

14. Empowering Journalists Understanding – cultural change

15. Difference between on and offline Online Media Entry point Browser Offline Media

16. Many ways to find online content Consumers are now driven to search via traditional channels

19. It does work – Budget 2010

20. Making Stories Stand Out Content Relevance

21. Making stories stand out Traditional print headlines don’t work online

22. Jacques who? The Sun 1-Nov-1990

23. “ Battle for the Islands” The Sun 4-May-1982

24. A lot of noughts

25. And of course

26. Making stories stand out It is NOT about keyword stuffing

27. Kate Winslet Stock prices +

28. Profit! =

29. Keywords Sorry Irrelevant keywords don’t help

30. SEO - Keywords It is NOT about writing for computers

31. People use computers

33. Online Audience Growth

34. Multimedia - engagement infographics General election map

36. Digg widget – Weird News

37. Facebook widget – Technology

38. Share tools

39. Journalists on Twitter

40. Results

41. Results Global Customers Since Jan 07 Ramp up of Audience strategy

42. SEO – Election 2010

45. What can be done

47. twitter.com/juliansambles [email_address]