Nicolas Kayser-Bril July 07

July 07 Nicolas Kayser-Bril

Why go online? Web audience 100 000 Radio audience 15 000 000 July 07 Nicolas Kayser-Bril

Why go online?

Several large markets Morocco 4m users Algeria 2m Tunisia 2m Senegal 500k Benin 400k Source: ITU July 07 Nicolas Kayser-Bril

Several large markets

Market penetration very low BBCafrique.com audience 100 000 French-speaking users in Africa 10 000 000 Source: ITU July 07 Nicolas Kayser-Bril

Market penetration very low

Huge potential Market penetration: 1% Brand virtually unknown 4 sites linking in 96 occurrences in all Source: Alexa, Google July 07 Nicolas Kayser-Bril

Huge potential

Market penetration: 1%

Brand virtually unknown

4 sites linking in

96 occurrences in all

Mobile audience Market size: 200 million Current reach: 0% Source: ITU July 07 Nicolas Kayser-Bril

Mobile audience

Market size: 200 million

Current reach: 0%

Why work for .7% of today’s audience? Large untapped market Over 100m internet + mobile users Growth rate 2000-2007: +650% Digital content is on the rise Even in Africa Starting now will avoid lagging behind in the 2010’s July 07 Nicolas Kayser-Bril

Why work for .7% of today’s audience?

Large untapped market

Over 100m internet + mobile users

Growth rate 2000-2007: +650%

Digital content is on the rise

Even in Africa

Starting now will avoid lagging behind in the 2010’s

Finally... Poor website quality damages brand BBCafrique.com promises news But it doesn’t deliver just that Every user disappointed by BBCafrique.com diminishes BBC brand value. BBC Afrique needs an internet strategy (Which could be to exit the internet news market) July 07 Nicolas Kayser-Bril

Finally...

Poor website quality damages brand

BBCafrique.com promises news

But it doesn’t deliver just that

Every user disappointed by BBCafrique.com diminishes BBC brand value.

BBC Afrique needs an internet strategy

(Which could be to exit the internet news market)

July 07 Nicolas Kayser-Bril

What should be published online? Let’s look at the competition July 07 Nicolas Kayser-Bril

What should be published online?

Let’s look at the competition

What makes BBCafrique.com better? AFP feeds? Available on any website BBC brand? Not sufficient BBC-specific content Unique to BBC Afrique Relevant to the audience July 07 Nicolas Kayser-Bril

What makes BBCafrique.com better?

AFP feeds?

Available on any website

BBC brand?

Not sufficient

BBC-specific content

Unique to BBC Afrique

Relevant to the audience

What makes BBCafrique.com better? Case study: Pygmies at FESPAM (Jul. 13) 01:00pm BBC Afrique has the story July 07 Nicolas Kayser-Bril

What makes BBCafrique.com better?

Case study: Pygmies at FESPAM (Jul. 13)

01:00pm

BBC Afrique has the story

What makes BBCAfrique.com better? Case study: Pygmies at FESPAM July 07 Nicolas Kayser-Bril

What makes BBCAfrique.com better?

Case study: Pygmies at FESPAM

What makes BBCAfrique.com better? Case study: Pygmies at FESPAM July 07 Nicolas Kayser-Bril

What makes BBCAfrique.com better?

Case study: Pygmies at FESPAM

What makes BBCAfrique.com better? Case study: Pygmies at FESPAM 0800pm: Story finished Where was BBCafrique.com? July 07 Nicolas Kayser-Bril

What makes BBCAfrique.com better?

Case study: Pygmies at FESPAM

0800pm: Story finished

Where was BBCafrique.com?

How to publish BBC Afrique’s content on the web? Transcribe stories Publish audio sequences Ask correspondents to upload multimedia content Hire/train an internet editor Internet requires specific a set of skills Ten poorly trained web editors don’t add up to a good one July 07 Nicolas Kayser-Bril

How to publish BBC Afrique’s content on the web?

Transcribe stories

Publish audio sequences

Ask correspondents to upload multimedia content

Hire/train an internet editor

Internet requires specific a set of skills

Ten poorly trained web editors don’t add up to a good one

July 07 Nicolas Kayser-Bril

“ Audiences are at the heart of everything we do.” But... Audiences are at the bottom of everything we broadcast. July 07 Nicolas Kayser-Bril Adapted from: C. Revelli

“ Audiences are at the heart of everything we do.”

But...

Audiences are at

the bottom of

everything we

broadcast.

BBCafrique.com does broadcast No interactivity No user involvement You don’t surf the internet the way you listen to the radio Internet isn’t about broadcast It’s about conversation July 07 Nicolas Kayser-Bril

BBCafrique.com does broadcast

No interactivity

No user involvement

You don’t surf the internet the way you listen to the radio

Internet isn’t about broadcast

It’s about conversation

BBC Afrique already does conversation Palabres SMSs Star Club Club BBC BBC talents How to transfer these on the web? July 07 Nicolas Kayser-Bril

BBC Afrique already does conversation

Palabres

SMSs

Star Club

Club BBC

BBC talents

How to transfer these on the web?

Case study: BBC TALENTS-1 BBC TALENTS Reaches a community of would-be journalists Promotes the BBC as supportive of young Africans July 07 Nicolas Kayser-Bril

Case study: BBC TALENTS-1

BBC TALENTS

Reaches a community of would-be journalists

Promotes the BBC as supportive of young Africans

Case study: BBC TALENTS-2 BBC TALENTS Allows for UGC on the radio Creates a one-way relationship July 07 Nicolas Kayser-Bril

Case study: BBC TALENTS-2

BBC TALENTS

Allows for UGC on the radio

Creates a one-way relationship

Case study: BBC TALENTS-3 BBC TALENTS Selects only five winners Fails to build on the community is has created July 07 Nicolas Kayser-Bril

Case study: BBC TALENTS-3

BBC TALENTS

Selects only five winners

Fails to build on the community is has created

Case study: BBC TALENTS-4 BBC TALENTS Is pro-am journalism Could be turned into networked journalism July 07 Nicolas Kayser-Bril

Case study: BBC TALENTS-4

BBC TALENTS

Is pro-am journalism

Could be turned into networked journalism

Case study: BBC TALENTS-4 BBC TALENTS 2.0 ? Organizing the community Through a blog Managing the community Give the impulse Potential benefits Content for BBC Afrique Broader network of correspondents July 07 Nicolas Kayser-Bril

Case study: BBC TALENTS-4

BBC TALENTS 2.0 ?

Organizing the community

Through a blog

Managing the community

Give the impulse

Potential benefits

Content for BBC Afrique

Broader network of correspondents

July 07 Nicolas Kayser-Bril [email_address] Thank You!