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Grzegorz piechota
 

Grzegorz piechota

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    Grzegorz piechota Grzegorz piechota Presentation Transcript

    • KIEV UKRAINE 29/11/2010
    • MY HOMETOWN WROCLAW, POLAND
    • WROCLAW 4TH LARGEST CITY IN POLAND 630,000 PEOPLE / RICH HISTORY
    • 1997
    • THE MILLENNIAL FLOOD56 DEAD / 7,000 HOMELESS / $3.5 BLN LOST IN TOTAL
    • WROCLAW 40% OF THE CITY AFFECTED WATER UP TO 3 METERS HIGH
    • REPORTER LOST IN A FIELDINTERNET IS STILL A TOY / MOBILE PHONES ARE RARE
    • MEDIA HIT, BUT IN SERVICELOCAL TV BECOMES A COMMAND, CONTACT CENTREALL 4 NEWSPAPERS SUNK / 2 KEPT PUBLISHING
    • 2010
    • AGAIN 15 OUT OF 16 REGIONS AFFECTED 25 DEAD / LOSSES STILL UNKNOWN
    • WAVE COMES TO WROCLAWPEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY
    • REPORT FROM A STRONGHOLDKOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM
    • REPORT FROM A STRONGHOLDBARTEK | PEOPLE TAKE AWAY CARS FROM PARKINGSAND ESCAPE. WHERE ARE THE CITY OFFICIALS?MARTA | I AM AT PLESZEWSKA STREET. WE’VE RUNOUT OF SAND. COME HERE WITH SAND, PLEASE!PIOTR | NEWEST DATA FROM THE CHECK POINT ONTHE ODRA RIVER: WATER IS 637 CM HIGHMARIUSZ | SOLDIERS SEEN IN THE NEIGHBOURHOOD.ARE THEY GOING TO BLOW EMBANKMENTS?
    • REPORT FROM A STRONGHOLDMARIUSZ | CALLED THE CRISIS MANAGEMENT OFFICE.THERE ARE NO PLANS TO BLOW EMBANKMENTSMICHAL | KOZANOW DISTRICT’S FIGHTING. 9 LORRIESWITH SOLDIERS, 4 DIGGERS, HUNDREDS OF PEOPLE HELPKIEPAS | FOG OVER THE CITY. TEMPERATURE 13DEGREES. HUMIDITY 93%. NO RAIN AT THE MOMENTGOSIA | CAN’T HELP YOU AS I AM IN FRANCE NOW, BUTI AM FOLLOWING YOU AND WISH GOOD LUCK!
    • REPORT FROM A STRONGHOLDMARIUSZ | POKOJ BRIDGE IS STILL OPEN. MARCINIAKHOSPITAL IS SAFE -- NEWS CONFIRMEDPAWEL | IS HERE ANYBODY FROM PIESZA STREET? CAN’TCONTACT MY GRANDPARENTS. WHAT’S UP THERE?KAJETAN | I AM BACK FROM KOZANOW. WORKING ALLNIGHT. NEIGHBOURS BROUGHT US STRAWBERRIESKRZYSZTOF | UPLOADED FRESH PICTURES. RIVER ISONLY 1 METER BELOW THE TOP OF EMBANKMENT
    • REPORT FROM A STRONGHOLDAMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE
    • WROCLAW UNDER WATER
    • HISTORY REPEATS ITSELF?
    • MEDIA MOGUL OF THE FLOOD29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER
    • BLOG VS. NEWSPAPERS24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS
    • PAWEL’S BLOG IN 5 DAYS157,000 UNIQUE USERS499,000 VISITS2,489,000 PAGE VIEWS50% TRAFFIC VIA SEARCH
    • PAWEL’S BLOG IN 5 DAYS300 CONTRIBUTORS3,000 NEWS ITEMS RECEIVED4 GB MULTIMEDIA UPLOADED8,500 COMMENTS POSTED
    • SOME FACTORS OF SUCCESS
    • BIG HUNGER FOR LOCAL NEWSPOOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN
    • DISTRUST TOWARDS GOV’TMAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”
    • TV FOCUSED ON HOT SPOTSTV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER“THEY ALWAYS SHOW OTHER STREET THAN MINE”
    • COULDN’T THE RIVER WAIT?WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS
    • LOCAL INTERNET SHINESMORE COMPREHENSIVE THAN BROADCASTING, BUT...
    • EVERYBODY’S A REPORTER NOWDIGITAL CAMERAS / MOBILE PHONES / INTERNET
    • PEOPLE WANT TO SHARELEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS
    • COMMUNITY ALREADY EXISTEDBLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT
    • PROMOTED BY LEGACY MEDIACOOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES
    • COMMITMENT IS CRUCIALSIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW
    • HOW IS IT TO BE CHALLENGEDBY OUR OWN READERS?
    • WE’VE BROUGHT ITUPON OURSELVES!
    • 1989 UNDERGROUND OPPOSITION, COMMUNISTS AGREE ON THE FIRST FREE ELECTIONS
    • GAZETA LAUNCHED BY SOLIDARITY ACTIVISTS AND UNDERGROUND JOURNALISTS
    • 21 YEARS SUPPORTED REFORMS, NATO, EU HELPED TO CREATE OPEN SOCIETY
    • GAZETA + WEB + MAGS + BOOKS + OUTDOOR + RADIO + MUSIC, TV PROD. + CINEMAS
    • GAZETA BESTSELLING QUALITY NEWSPAPER 38% SHARE IN DAILIES’ AD MARKET347thousand copiessold in newstandson average dayin 20094.2million readersreached inan averageweek (2009)Source: PBC, Agora, 2009
    • GAZETA.PL POLISH PORTAL NO. 2 / SITE NO. 4 UMBRELLA FOR 90+ NICHE BRANDS In websites’ categories11.7 Category total Polish online market Position 4million real users Recruitment 1in March 2010 Real estate 1 Social networks 26.1 Sport News, opinions, media 2 2million real users Education 3on news services Lifestyle 4 Automotive 564.4% New technologies Business, finance, law 5 6total reach among Culture, entertainment 8Polish internet users Tourism 11 Source: PBI/Gemius, Feb. 2010
    • REVENUE OUR ONLINE DIVISION REACHED POSITIVE EBITDA ON 1Q 2010 Online ad revenue as the percentage of total ad revenue of a newspaper company. Average numbers vs. Gazeta.pl performance252015105 1.9 3.5 2.3 5.6 11.5 240 Asia Pacific Africa South America North America Europe Gazeta.pl Source: World Association of Newspapers: Borell Benchmarking New Digital Revenues Survey, 2008; Agora financial reports for 2009 (ad revenues for newspaper publishing and internet divisions)
    • FORUMS MEETING PLACES ON 6,294 TOPICS 111,194,000+ POSTS / 1,854,000+ PHOTOS
    • BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGS BIGGEST BLOGGING PLATFORM IN PL
    • ONE OF US PAWEL’S BLOG BECAME NO. 1 OF OUR PLATFORM’S TOP 1000
    • WE MAKE MONEY TOGETHERPAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK
    • AD NETWORK FOR NICHE SITES80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS
    • THE LOCALCHALLENGE
    • 21 LOCAL EDITIONS NATIONAL, LOCAL PAPER IN ONE
    • 26 LOCAL PORTALS3.2 MLN REAL USERS / 56 MLN PAGE VIEWS (03.2010)
    • DIFFERENCE?
    • PRINT VS. ONLINENEWSROOM INTEGRATED / ONE COMMAND, TEAM / 1-4 FTE WEB-FOCUSEDPRINT STORY DRIVEN / FEATURE-LIKE WRITING STYLE / CAMPAIGNING / STRONG IN EDITORS’ COMMENTSWEB REAL-TIME INFORMATION DRIVEN / USEFUL CITY INFO + BREAKING NEWS / UGC PROMOTEDSALES INTEGRATED / GAZETA VERTICALS INCLUDED / EXTENSIVE USE OF SELF-SERVICE SYSTEMS
    • BOLD CHOICE THE MOST USEFUL? NO, THE MOST CONTROVERSIAL
    • ACTION SOCIAL NETS MORE EFFICIENT FOR COORDINATION THAN FOR DEBATE
    • BOLD OPINION DEBUNKING MYTHS ABOUT 2010 FLOOD IN WROCLAW
    • POST-FLOOD GRILLINGOPINION BY LEGACY MEDIA STILL COUNTS MORE
    • SHARING PEOPLE SHARE MORE IF THEY SEE THE DIFFERENCE THEY MAKE
    • CALL’EM NEWSPAPER STORY ABOUT POOR QUALITY OF FOOD IN HOSPITALS
    • THEY RESPOND PORTAL’S MAIN STORY OUT OF READERS’ PHOTOS
    • TRAIN THEM, GIVE TOOLSOUR PHOTO SCHOOL / 250,000+ ENTRIES / LIVE EVENTS
    • INSPIRE TO CHANGE THE WORLD40,000 MOTHERS REVIEW HOSPITALS / SET STANDARDS
    • DEBATE ON OUR FUTURE70,000 LETTERS IN LOCAL DEBATES RUN NATIONWIDE
    • DISCOVER 25 REPORTERS GO BACK TO SCHOOL CHECK THE IMPACT OF THE WEB
    • MOVE PEOPLE 611 RUNNING EVENTS 100,000+ PARTICIPANTS
    • GUIDE THEM IF YOU CANCITY WALKS AS A FREE ADD-ON TO OUR LOCAL GUIDES
    • STAY OPEN SPACE FREED BY CLASSIFIED AD SALES RE-ARRANGED AS CAFES
    • LOOK THROUGH THE WINDOWLOCAL REPORTING CAN’T RELY ON TECH, UGC ONLY
    • THANKSGRZEGORZ PIECHOTA HEAD OF SOCIAL CAMPAIGNSAT GAZETA WYBORCZA | PRESIDENT OF INMA EUROPEMAIL: GRZEGORZ.PIECHOTA@AGORA.PLTEL.: +48507095928 | WWW: FORUM4EDITORS.COM