Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Reaching audiences in a digital age

1,166 views

Published on

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.

Published in: Business
  • Be the first to comment

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>http://www.flickr.com/photos/cpurrin1/2907535600
  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 LDP.co.uk </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) http://vimeo.com/ </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: alison.gow@liverpool.com Twitter: @alisongow LinkedIn: http://uk.linkedin.com/in/alisongow

×