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Birmingham Post: A Regional Newspaper Case Study

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  • + guestf45267 James Shaffer 3 weeks ago
    What are your thoughts on personalised account names from the point of view of the employer, since clearly to use ’bhampostjoanna’ is now impossible, and those 1000+ contacts may be lost to your successor? http://www.4insure.net
  • + guested0bd2 guested0bd2 5 months ago
    Please don’t be too afraid about things going wrong. So far I would say that the benefits have far outweighed any problems we have come across.
    http://www.club-penguin.org/
  • + joannageary joannageary 9 months ago
    Hi guest336151

    Those contacts will in no way be lost! Next week @bhampostjoanna will be renamed as @timesjoanna. This will break a few links out there, but will retain all my contacts whom I have built up a relationship with.

    I will be tweeting people regularly for a week to remind them of the change and pointing them to alternative Birmingham Post Twitterers if they no longer wish to follow @bhampostjoanna or want a Post presence in their Twitter feed.

    Plus, unlike in journalists’ contact books, all the people that @bhampostjoanna follows and those who follow her back are public, which means they are there for anyone who want to see them.

    Cheers,

    Joanna.
    P.S You’re not the first to make this point, so I followed this up with a blog post: http://cli.gs/timesjoanna
  • + guest336151 guest336151 9 months ago
    Jo
    Thanks for the presentation.

    What are your thoughts on personalised account names from the point of view of the employer, since clearly to use 'bhampostjoanna' is now impossible, and those 1000+ contacts may be lost to your successor?
  • + schwinn460 Dexter Parrish 9 months ago
    sweet thanks for sharing
  • + joannageary joannageary 9 months ago
    Attribution for slide 46: http://www.mediastyle.ca/2009/02/national-post-reporter-has-total-twitter-melt-down/
  • + joannageary joannageary 9 months ago
    Hi Clifford,

    You are absolutely right that Marc hasn’t posted since then, although he is very active on Twitter (which suits his routine a little better). Perhaps we should be importing his twitter feed onto a page in the Post website?

    It is also worth mentioning something that I said during the presentation, but wasn’t in the slides:

    Over the past couple of months the blogs have quietened down as my time has been taking up with launching new products and traning up others on using blogs.

    We knew when we started the blog project that not everyone would take to blogging on the Post. Some have dropped away but we have has some brilliant successes, especially with David Bailey on the business blog who helped to instigate our JLR Campaign.

    We have learnt a lot from the process and better understand what works best on the blogs and what doesn’t. I’m sure you have your own opinions on this Clifford, as you have been watching them from the start. It would be great to get your opinion. You know you can always email me: joanna.geary@birminghampost.net and I will always try my best to act on your suggestions.

    The plan now is to work on a second phase for the blogs with greater ownership of them by the news, business and lifestyle desks and with an injection of some new talent (both from inside and outside of the Post).

    This would have been a project I would have worked on this Spring - it will now be taken up by my successor.

    With regards to the refresh issue, it is currently being worked on by our central development team in London and I am assured it is a priority to fix (along with updating author pages).

    Cheers,

    Joanna.

    P.S Clifford. You have been a constant presence on The Post blogs since launch and although I know you are far from being our biggest fan, I know you have taken an interest in their development.

    It is my last week in the job next week. Do you fancy coming for a tour of the newsroom and getting another view of the work we are doing?

    Let me know if you are interested.

    j.
  • + gueste74bda gueste74bda 9 months ago
    Hi Joanna, fascinated by slide 17. Did you tell the audience that Mr Reeves hasn’t blogged since?

    And can you fix the BP blog main page? Not refreshing.

    Clifford
  • + joannageary joannageary 9 months ago
    Hi AbeloneG,

    Thanks for the comment! Please don’t be too afraid about things going wrong. So far I would say that the benefits have far outweighed any problems we have come across.

    Finding an online community that cares and engages with what you do is worth the risk in my opinion!
  • + AbeloneG AbeloneG 9 months ago
    great presentation, lots of inspiration - and fear of what may go wrong.
    Abelone Glahn, Danish journalist
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Birmingham Post: A Regional Newspaper Case Study - Presentation Transcript

  1. Social Networks a regional newspaper case study Joanna Geary February 2009 Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
  2. Who Am I?
    • Employed as a business reporter in 2004.
    • Previously worked for an independent multimedia production company.
    • Passionate advocate for online journalism.
    • Appointed development editor in 2008.
    • Will join The Times as web development editor (business) next month.
  3. Why Am I Here?
    • To share some of the lessons I learnt at The Birmingham Post.
    • To provide an insight into how news organisations are starting to use social media.
  4. Why Are Social Networks Important? “ Dramatic Shift in Marketing Reality” Scholz and Friends http://cli.gs/Scholz
  5. A Changing Market “ Because they are immersed in media, both online and off, Gen Y'ers are marketed to left and right. But when it comes to making decisions, Gen Y tends to rely on their network of friends and their recommendations, not traditional ads.” ~ Sarah Perez , Read Write Web ( http://cli.gs/GenY)
  6. A Right To Be Heard
  7. A Right To Be Heard
  8. Who Controls the Message? “ If you wish to be heard, first learn to listen.”
  9. Newspapers - Do We Listen? Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo
  10. Brand Perception Problem?
  11. The Birmingham Post January 2008
  12. The Birmingham Post January 2009
  13. The Birmingham Post It started with laminate flooring…
  14. The Birmingham Post … followed by a huge helping of panic…
  15. The Birmingham Post … but quickly turned into a successful crowd sourcing project.
  16. The Birmingham Post The discovery of community
  17. The Birmingham Post Blog Network
  18. The Birmingham Post Community Consultation
  19. The Birmingham Post Using online tools to extend presence
  20. The Birmingham Post Engagement
  21. “ Organizations will work tirelessly to de-personalize every communication medium they encounter.” ~ Seth Godin (http://sethgodin.typepad.com) First Law of Mass Media
  22. The Birmingham Post Putting the personal back in
  23. The Birmingham Post The result?
  24. The Birmingham Post Feedback
  25. The Birmingham Post Trust building
  26. The Birmingham Post
  27. The Birmingham Post Seen to be listening
  28. The Birmingham Post Turning public critics into public fans
  29. The Birmingham Post Building presence on social networks when it makes sense
  30. The Birmingham Post Add Value
  31. The Birmingham Post Community building pays off
  32. The Birmingham Post
  33. The Birmingham Post
  34. The Birmingham Post
    • Results?
    • Increased strength of brand online.
    • Strong, growing online community
    • Instant and ongoing feedback on products and services.
    • Identification as one of UK’s leading multimedia newspapers.
    • Raised individual profiles.
    • Putting the humanity back in.
  35. The Birmingham Post But it’s not always an easy ride
  36. PR Tips
    • Do your research – know who you want to speak to and who is speaking about you:
    • Blogs:
    • - Google Blog Search
    • - Technorati
    • - Icerocket - Good blog blogrolls will often be best
    • Twitter:
    • - http://search.twitter.com: keywords, companies, etc.
    • - http://twellow.com - browse by industry
    • Look at the contacts of interesting users (This is true for all social networks)
  37. PR Tips
    • Monitor!
    • Google Alerts
    • Social Media Firehose: http://cli.gs/firehose
    • RSS www.rssmeme.com
    • Twitter Search
  38. PR Tips
    • Question: Are you really the best person to be approaching customers?
    • What value do you offer them?
    • What insight can you give?
    • What expertise related to the product/service/brand can you share?
    • How authentic can you really be?
  39. PR Tips
    • Engage enthusiastic staff members.
    • Opportunity to build upon personal brands. The more loved they are already, the better.
    • - Provide guidance and support for their use of social networking.
    @
  40. PR Tips
    • Specialists
    • Those working at the “coal face”
    • Senior managers
    • Directors
  41. PR Tips It has been done!
  42. PR Tips
    • Blogging:
    • - More in-depth conversations
    • Help tap into interest areas - Great way to show expertise
    • Twitter:
    • Great for short conversations
    • “ Crowdsourcing”
    • Personal
    • Fast
    Facebook: - Great for easy access to loyal fans. - Groups function useful. - Events. LinkedIn: - Extremely valuable for business. - Useful for the slightly technophobe, older user. - Can create exclusivity (good and bad). Different platforms can have slightly different uses
  43. PR Tips “ My experience is that if a journalist is doing research on a board they identify themselves and ask if they can contact some of the posters…” Respect the community Always operate from their point of view
  44. PR Tips Remember who your audience might be
  45. PR Tips
  46. PR Tips DO NOT SPAM!
  47. Any Questions ? Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com
  48. Thanks! Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com

+ joannagearyjoannageary, 9 months ago

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