Reaching audiences in a digital age


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Presentation to Liverpool Chamber of Commerce members on how newspapers and journalism are changing to meet to digital and multimedia opportunities; and how businesses can move beyond press releases to connect with audiences.

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Reaching audiences in a digital age

  1. 1. Starting the conversation...
  2. 2. La dolce vita <ul><li>80.4% of all British adults (39.5m people) read a regional newspaper </li></ul><ul><li>28.9% of those do not read a national </li></ul><ul><li>Readership of regional mornings increased by 60.9% since 2000 </li></ul><ul><li>Regional press is UK’s largest print advertising medium (£2.3bn a year; 14.3% of all advertising revenue) </li></ul><ul><li>The big spenders... Coi, Dfs, Lidl, O2, Nissan </li></ul>
  3. 3. But life is changing...
  4. 4. Journalism is changing too <ul><li>Infrastructure: What systems we use </li></ul><ul><li>Culture: How we present content </li></ul><ul><li>Technology: The right tools for the job </li></ul><ul><li>Mindsets: What is journalism? </li></ul>
  5. 5. Questions we asked ourselves <ul><li>What role do newspapers have in a Web 2.0 world? </li></ul><ul><li>Netbooks, not notebooks: Should we be www(eb)-first? </li></ul><ul><li>Where is our audience? What do readers want? </li></ul><ul><li>Can we let go of the past when we’re still so dependent on it? </li></ul>
  6. 6. Sourcing options, Web 1.0 <ul><li>Reporter gets potential story via: </li></ul><ul><li>Phone call or meeting with contact </li></ul><ul><li>Letter to the editor </li></ul><ul><li>Email </li></ul><ul><li>Comment on the newspaper's web forum </li></ul><ul><li>Item in a publication or website </li></ul><ul><li>Video on YouTube </li></ul><ul><li>Punter walks into office and asks to speak to a journalist </li></ul><ul><li>THEN... </li></ul>
  7. 7. <ul><li>Phones/meet contacts to verify information </li></ul><ul><li>Searches internet for background/experts </li></ul><ul><li>Finds expert and emails questions.... includes response in written article </li></ul><ul><li>Sets up photo opportunity with picture desk </li></ul><ul><li>Writes article and sends to newsdesk </li></ul>
  8. 8. Sourcing options, Web 2.0 <ul><li>Reporter gets potential story via Web 1.0 </li></ul><ul><li>PLUS... </li></ul><ul><li>Link posted on a social network </li></ul><ul><li>RSS feed of news and message board posts </li></ul><ul><li>Status update or link on a micro-blog </li></ul><ul><li>Twitter search </li></ul><ul><li>Search of blog post </li></ul><ul><li>Comment on the reporter's blog </li></ul><ul><li>Online forums </li></ul><ul><li>Email/post/link via reporter/newspaper's MySpace or Facebook page </li></ul><ul><li>Podcast </li></ul><ul><li>Online searches </li></ul><ul><li>Threaded video debate </li></ul><ul><li>An incident live-streamed onto a website </li></ul><ul><li>THEN... </li></ul>
  9. 9. <ul><li>Crowdsources idea using social networks </li></ul><ul><li>Uses blog searches and blog translators to find posts and experts worldwide </li></ul><ul><li>Uses own blog to post developing story and ask for input and suggestions from readers </li></ul><ul><li>Sets up online survey and poll (promoted via linking from own blog, Facebook page and online forums) ‏ </li></ul><ul><li>Records telephone/Skype interview for podcast </li></ul><ul><li>Collates findings and discusses package with print and digital news editors </li></ul><ul><li>Films video report </li></ul><ul><li>Posts links and questions on specialist message boards </li></ul><ul><li>Searches social bookmarking tools for related issues </li></ul><ul><li>Uses video discussion site to seek views </li></ul>
  10. 11. Getting your message across <ul><li>Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Press releases: Written, emailed, faxed, posted </li></ul><ul><li>Interview: Face-to-face, emailed Q&A, via telephone </li></ul><ul><li>Surveys (generic = bin; bespoke = expensive) </li></ul><ul><li>Press releases: Video package, podcast, soundslides </li></ul><ul><li>Interview: Liveblog, Tw-interview, public Google Wave collaboration, Facebook Wall/Chat, blog conversation, livestream interview via camera or mobile phone, chatroom Q&A, Skype interview </li></ul><ul><li>Surveys: Online polls, questionnaires, Wikis, video vox pops, video discussion boards </li></ul>
  11. 12. Was my message heard? <ul><li>Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Analytics: Word-of-mouth, on-day edition sales figures, unique users hits </li></ul><ul><li>Possible follow-up article </li></ul><ul><li>Possible take-up by other media </li></ul><ul><li>Social bookmarking </li></ul><ul><li>RSS readers (eg Google Reader) </li></ul><ul><li>Retweets </li></ul><ul><li>Shared link click-throughs </li></ul><ul><li>Blog comments </li></ul><ul><li>Reblogs </li></ul><ul><li>Indie blogs </li></ul><ul><li>Social media searches </li></ul><ul><li>Facebook comments </li></ul><ul><li>Flickr photographs </li></ul><ul><li>Reader comments (eg. Pluck) </li></ul><ul><li>Reader ratings </li></ul><ul><li>Forum discussions </li></ul><ul><li>Embedded video </li></ul><ul><li>‘ Favouriting’ – eg. Facebook’s ‘Like’ option </li></ul>
  12. 13. A quick example <ul><li>Merseytravel/LDP/LDP Flickr group collaboration for Mersey Ferries competition </li></ul><ul><li>60+ entries </li></ul><ul><li>Multiple quality articles with images in LDP and </li></ul><ul><li>Community engagement </li></ul><ul><li>Winning entry hangs in ferry terminal </li></ul>©Samthesham
  13. 14. We must... <ul><li>Try new ways to engage existing audience, and reach new ones </li></ul><ul><li>Understand that social media - Twitter, blogs, Facebook – is about conversation not broadcasting </li></ul><ul><li>Remember, story-telling starts with people </li></ul><ul><li>Expect some experiments to fail </li></ul><ul><li>Ask the audience to help us break, share and gather information </li></ul><ul><li>Listen to feedback </li></ul>
  14. 15. <ul><li>Reach people </li></ul><ul><li>Open new channels of communication </li></ul><ul><li>Segment our audiences </li></ul><ul><li>Start conversations </li></ul><ul><li>Seek views, help, feedback, information </li></ul><ul><li>Engage and interact </li></ul><ul><li>Be more transparent </li></ul><ul><li>Accept accountability </li></ul>
  15. 16. Learning through play <ul><li>Vimeo (HD video site) </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Dipity (creates timelines – RSS friendly) </li></ul><ul><li>Flickr </li></ul><ul><li>Boardreader (forum search) </li></ul><ul><li>Twingly (blog & microblog search) </li></ul><ul><li>Bloglines (blog tracker) </li></ul><ul><li>Audioboo (podcast from your phone) </li></ul><ul><li>Xtranormal (text-to-movie) </li></ul><ul><li>Ustream (your TV channel) </li></ul><ul><li>Qik / Bambuser (mobile & webcam livestreaming) </li></ul><ul><li>Seesmic (threaded video discussion) </li></ul>
  16. 17. © Matt Jones Alison Gow Executive editor (digital) Trinity Mirror Merseyside 015412395944 (w) 07788565765 (m) Email: Twitter: @alisongow LinkedIn: