Washington Post Presentation

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A presentation that I did with a group for Katherine Weymouth, CEO and Publisher of the Washington Post Company.

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Washington Post Presentation

  1. 1. Revamp, Remodel, Personalize!! Sherry Lin, Ansa Edim, Jamie Neam, Christine Bequai, and Zenah Hasan I 6EED
  2. 3. The Plan <ul><li>Revamp mywashingtonpost.com ! </li></ul><ul><ul><li>Personalized homepages </li></ul></ul><ul><ul><li>Going Out Gurus and Post Points to the forefront </li></ul></ul><ul><ul><li>“ Post Playback” </li></ul></ul>
  3. 4. Personalize It! <ul><li>How? </li></ul><ul><ul><li>Set up an account </li></ul></ul><ul><ul><li>Personalize with colors, news and events important to you </li></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Personalizing information attracts consumers to a product by making it feel as though it is truly their own. </li></ul></ul>
  4. 5. http://www.cardtrak.com/media/images/200801/08b.jpg
  5. 6. 26% of DC residents are 18 – 34 15 Million visitors each year. They spend $5.24 Billion <ul><li>Generation Y </li></ul><ul><li>Most Influential </li></ul><ul><li>Spending Power </li></ul><ul><li>Strong Opinions </li></ul><ul><li>Drive-thru Approach: </li></ul><ul><li>Clear, concise, Instantly accessible </li></ul><ul><li>Information “Happy Meals”: blogs, podcasts, mobile alerts </li></ul>Facts!
  6. 7. Advertise IT! <ul><li>Video ads will exceed $7-billion by 2012 </li></ul><ul><li>18.2% increase in online revenue this year </li></ul><ul><li>Average 232 million page views per month in 2007 </li></ul><ul><li>Display online ad Revenue grew 46% in 2006 & 16% in 2007 </li></ul>
  7. 8. http://www.washingtonpost.com/wp-srv/cityguide/
  8. 9. G oing O ut G urus <ul><li>City Guide – Day and Nightlife </li></ul><ul><li>Re-Promote </li></ul><ul><ul><ul><li>Create BUZZ </li></ul></ul></ul><ul><li>Constant Updates </li></ul><ul><ul><ul><li>Visit & Revisit </li></ul></ul></ul>G O G D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C.
  9. 10. http://blog.washingtonpost.com/goingoutgurus/2008/07/restaurant_week_restaurants_an.html
  10. 11. Organize IT! <ul><li>Monthly Social Calendar </li></ul><ul><ul><li>Part of the homepage customization experience </li></ul></ul><ul><ul><li>Events suggested by the GOG – Add on to your own calendar </li></ul></ul><ul><ul><li>Organized and Unique </li></ul></ul>D.C. Restaurant Week 7:30 @ Zaytinya D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C. D.C.
  11. 12. Post Playback <ul><li>Integrate Video & Mobile Newsgathering </li></ul><ul><li>“ Post Playback” application on personalized homepage </li></ul><ul><ul><ul><li>specific to the user’s interests </li></ul></ul></ul><ul><li>I) Short Attention Span </li></ul><ul><ul><ul><li>Quick Clips – Right to the Point  homepage </li></ul></ul></ul><ul><ul><ul><li>5 – 15 seconds </li></ul></ul></ul><ul><li>II) Capture Reader’s Interest  Interior Page </li></ul><ul><li>III) Serious Readers  Other Related Articles </li></ul>
  12. 13. Cell It! <ul><li>Distribute Camera Phones to Journalists </li></ul><ul><li>Allow Readers to Upload Videos </li></ul><ul><ul><li>Subject to Editorial Review </li></ul></ul><ul><li>Enhance Articles </li></ul><ul><li>Eyewitness Accounts </li></ul><ul><li>Reliable, direct coverage – Unfiltered News </li></ul><ul><ul><li>CNN’s i-report </li></ul></ul><ul><ul><li>Celljournalist.com </li></ul></ul>Cell phone Journalism
  13. 14. Reward It! - PostPoints
  14. 15. Reward It! <ul><li>PostPoints Program: </li></ul><ul><li>new reader rewards program </li></ul><ul><li>FREE! </li></ul><ul><li>points - prizes </li></ul>
  15. 16. Reward It! <ul><li>Earn Points: </li></ul><ul><li>personalizing page </li></ul><ul><li>going to events </li></ul><ul><li>adding applications, ex. calendar, Going Out Gurus </li></ul>
  16. 17. Reward It! <ul><li>Redeem Prizes: </li></ul><ul><li>current PostPoints rewards </li></ul><ul><li>meet/hang out with Going Out Gurus </li></ul>
  17. 18. Reward It! <ul><li>PostPoints </li></ul><ul><li>Spot Partners: </li></ul><ul><li>businesses partnered with PostPoints </li></ul><ul><li>sponsor or advertise events to attract young adults </li></ul>
  18. 19. Cost/Benefit Analysis <ul><li>WPNI </li></ul><ul><ul><li>Collection of websites / Fall into various groups / operated separately </li></ul></ul><ul><ul><li>Majority of site = in-house </li></ul></ul><ul><ul><ul><li>Outsourcing appropriate parts </li></ul></ul></ul><ul><ul><li>“Cost” = Zero  $0.00 </li></ul></ul><ul><ul><li>Advertising: </li></ul></ul><ul><ul><ul><li>Long – term impact  user experience </li></ul></ul></ul><ul><ul><ul><li>Customization  less negative impact </li></ul></ul></ul>

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