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Brand Journalism at the PreCommerce Summit
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Brand Journalism at the PreCommerce Summit

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Presentation at the W2O PreCommerce Summit in Austin. March 2014

Presentation at the W2O PreCommerce Summit in Austin. March 2014

Published in: Marketing

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  • The incredible shrinking newsroom.
  • Site can be updated from any web browser (no Teamsite CMS)
    Add /feed/ to a directory and you have an RSS feed (increases ease of syndicating content)
    “Cloud” hosting increases site reliability
    Content posting and replication are almost instantaneous
  • Other great stats:
    *Users are spending 50 percent less time on the index page than they did on the index page of the legacy site.
    *172K users are on Internet Explorer, 79K Chrome, 75K Safari, 41K Firefox
    *2,500 “My Collections” have been created
    *39% of all visits arrive via search engines; more than any other source
  • Transcript

    • 1. Building Brand Journalism Capabilities Holly Potter Vice President, Brand Communication
    • 2. Media Consumption is Changing The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 http://stateofthemedia.org/ OR Those who use only a desktop/laptop for digital news Those who use a smartphone OR a tablet for news Those who use both a smartphone AND a tablet for news More Devices, More Reliance on Social Media 67% 39% 59 24 41 9 Percent who follow Facebook news links Percent who follow Twitter news links 2
    • 3. New Data: More Mobile, More News For Many, Mobile Means More News New users who said that since getting their tablet they… Spend more time with news 31% Turn to new sources for news 31% Are adding to the news they consume 43% Based on weekly tablet news (N=810) users. Icons from the Noun Project. Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group 3
    • 4. Newsroom Workforces are Dwindling 4
    • 5. — Scoop Nisker “If you don’t like the news, go out and make some of your own” 5
    • 6. Taking Advantage of the Trends: share.kp.org 6
    • 7. Desktop | Laptop Tablet – Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Responsive Design 7
    • 8. Multichannel Communications Platform News and Press Releases Features Stories Blogs Podcasts Social Channels Grant Information and Reporting Corporate Information 8
    • 9. Operating Like a Newsroom 9
    • 10. Increased Page Views on New Platform Launch of Share: discontinuation of KP News Center and Community Benefit sites
    • 11. Strong Traffic Since Launch Data: September 12, 2013, through Feb. 12, 2014 1,704,381 PAGE VIEWS 335,063 UNIQUE VISITORS 21.9% FROM MOBILE DEVICES 3.78 PAGES/VISIT 1.56% BOUNCE RATE 11
    • 12. Thank you Holly Potter | share.kp.org | @htpotter 12