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Engaging Business Communities in a multimedia world

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How the Liverpool Daily Post has attempted to grown online and print audiences through engagement and interaction

Published in: Technology, Business
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Engaging Business Communities in a multimedia world

  1. 1. Getty Images
  2. 2. How do you get your news? <ul><li>83.9% of all British adults (41m people) read a regional newspaper </li></ul><ul><li>28.1% of those do not read a national </li></ul><ul><li>The average Briton spends 27.8 minutes reading their local paper </li></ul><ul><ul><li>The regional press is a £4bn industry -advertising contributes 73% of all revenues. </li></ul></ul>
  3. 3. Wrong. People are accessing their news differently... From this: To this: And the biggest change of all is: CHOICE
  4. 4. There are more news sources than ever–
  5. 5. <ul><li>Reach people </li></ul><ul><li>Segment our audiences </li></ul><ul><li>Start conversations </li></ul><ul><li>Engage and interact audiences </li></ul><ul><li>Seek views, help, feedback, information </li></ul><ul><li>Open new channels of communication </li></ul><ul><li>Be more transparent </li></ul><ul><li>Accept accountability </li></ul>We need to find more effective ways to:
  6. 6. segments its regional audience to target the Business sector <ul><li>Focusing on a niche market of business professionals </li></ul><ul><li>Offering bespoke print and digital channels for that market </li></ul><ul><li>Inviting feedback – and listening to it </li></ul><ul><li>Striving for convergence by working across platforms with external partners </li></ul>
  7. 7. Our audience ( 2006 research ) <ul><li>Wealthy, middle-aged, influential and intelligent </li></ul><ul><li>Professional and Managerial - Service sector </li></ul><ul><li>Enjoy golf, eating out, </li></ul><ul><li>Typically respond to financial services, car advertisements </li></ul><ul><li>Low-tech </li></ul><ul><li>Relatively small population group </li></ul>
  8. 8. Our audience ( 2007 research ) <ul><li>Growth in 25-34-year-old readership </li></ul><ul><li>25% are social grade AB </li></ul><ul><li>Loyal (60% read the LPD 4+ times a week) </li></ul><ul><li>25% hold executive roles, mainly within the Public Service or Financial Services sectors </li></ul><ul><li>27% read the LDP before 9am; 34% between noon and 3pm </li></ul>
  9. 9. What had changed? <ul><li>6,000 free copies of the Daily Post being circulated in key city commuter areas </li></ul><ul><li>Relaunched, stand-alone website www.liverpooldailypost.co.uk with daily business news bulletins </li></ul><ul><li>Niche portals www.ldpbusiness.co.uk and www.ldplegal.co.uk </li></ul>
  10. 10. And in 2008... <ul><li>60% increased readership frequency since free copies made available </li></ul><ul><li>Sponsored niche online & print platforms </li></ul><ul><li>Launch of: </li></ul><ul><li>LDP Business radio show </li></ul><ul><li>LDP Business magazine </li></ul><ul><li>LDP Business Club </li></ul><ul><li>LDP Mobile </li></ul><ul><li>LDP Creative </li></ul><ul><li>Blogs & podcasts </li></ul><ul><li>3 rd party daily Markets bulletins </li></ul><ul><li>Live-blogging major events </li></ul><ul><li>Sponsored business and legal awards </li></ul>
  11. 11. Some examples...
  12. 12. And in 2009... <ul><li>Website redesign </li></ul><ul><li>More niche online channels planned </li></ul><ul><li>Linking out and SEO to be implemented as standard </li></ul><ul><li>Reporters to have greater control over storytelling/presentation </li></ul><ul><li>Ning social networks under development </li></ul><ul><li>Landing pages project will see greater value for online users </li></ul><ul><li>Introduction of new online commenting system  </li></ul>
  13. 13. Discovering what our audience wants... <ul><li>Online tools (e.g. Omniture, Google Keyword) can help us create effective, searchable digital content </li></ul><ul><li>News video packages – short, rich information bursts </li></ul><ul><li>Timelines – encourage return visits for updates </li></ul><ul><li>Blogs – promote interaction </li></ul><ul><li>Image galleries – especially networking events! </li></ul><ul><li>Podcasts – a welcome diversion from the commute </li></ul><ul><li>Forums – provoke debate and lead to reverse publish opportunities </li></ul>
  14. 14. Tailoring content packages <ul><li>Dedicated print pages daily, weekly 16-page supplement </li></ul><ul><li>Bi-monthly magazine focusing on industry sectors, personalities, issues and events </li></ul><ul><li>Downloadable content – podcasts, radio show </li></ul><ul><li>Rss feeds, ftse ticker, e-newsletters </li></ul><ul><li>Liveblogs of interest-specific events eg. financial crisis </li></ul><ul><li>Branded YouTube channel extends reach </li></ul>
  15. 15. Growing our audience <ul><li>Online professional networks e.g. LinkedIn extends our connections </li></ul><ul><li>Facebook groups allow us to discover/join conversations... </li></ul><ul><li>... as do bloggers </li></ul><ul><li>Online tagging provides greater depth for online readers </li></ul><ul><li>Geo-tagging gives area-specific stories </li></ul>
  16. 16. Growing our audience <ul><li>LDP Business writers encouraged to establish themselves as brands </li></ul><ul><li>Innovative storytelling promoted and shared as best practice e.g. Crowdsourcing, online polls, marketing story ideas </li></ul><ul><li>Transparency and accountability must be viewed as important as accuracy and reputation </li></ul>
  17. 17. Marketing ourselves - LDP Business Club <ul><li>800 members since Feb 2008 launch - 96% from CEO/MD managerial tier </li></ul><ul><li>Members-only website channel within ldpbusiness.co.uk </li></ul><ul><li>Receive exclusive content daily – e-newsletters/business bulletins/offers </li></ul><ul><li>Business breakfast meetings, hosted events and networking meets </li></ul><ul><li>Emphasis is on exclusive status of club and networking opportunities </li></ul>
  18. 18. FINALLY...
  19. 19. Engaging the business community <ul><li>Remember: They are time-poor but technology-rich </li></ul><ul><li>Deliver information in quick, easy to access/load packages </li></ul><ul><li>Listen to feedback – business people know what they want </li></ul><ul><li>Provide real-world interaction but make it easy for them build professional local networks online too </li></ul>

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