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Birmingham Post: A Regional Newspaper Case Study

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A case study of the work undertaken by UK regional newspaper the Birmingham Post to engage on social networking platforms and help foster relations with its local online community.

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Birmingham Post: A Regional Newspaper Case Study

  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? <ul><li>Employed as a business reporter in 2004. </li></ul><ul><li>Previously worked for an independent multimedia production company. </li></ul><ul><li>Passionate advocate for online journalism. </li></ul><ul><li>Appointed development editor in 2008. </li></ul><ul><li>Will join The Times as web development editor (business) next month. </li></ul>
  3. Why Am I Here? <ul><li>To share some of the lessons I learnt at The Birmingham Post. </li></ul><ul><li>To provide an insight into how news organisations are starting to use social media. </li></ul>
  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 <ul><li>Results? </li></ul><ul><li>Increased strength of brand online. </li></ul><ul><li>Strong, growing online community </li></ul><ul><li>Instant and ongoing feedback on products and services. </li></ul><ul><li>Identification as one of UK’s leading multimedia newspapers. </li></ul><ul><li>Raised individual profiles. </li></ul><ul><li>Putting the humanity back in. </li></ul>
  35. The Birmingham Post But it’s not always an easy ride
  36. PR Tips <ul><li>Do your research – know who you want to speak to and who is speaking about you: </li></ul><ul><li>Blogs: </li></ul><ul><li>- Google Blog Search </li></ul><ul><li>- Technorati </li></ul><ul><li>- Icerocket - Good blog blogrolls will often be best </li></ul><ul><li>Twitter: </li></ul><ul><li>- http://search.twitter.com: keywords, companies, etc. </li></ul><ul><li>- http://twellow.com - browse by industry </li></ul><ul><li>Look at the contacts of interesting users (This is true for all social networks) </li></ul>
  37. PR Tips <ul><li>Monitor! </li></ul><ul><li>Google Alerts </li></ul><ul><li>Social Media Firehose: http://cli.gs/firehose </li></ul><ul><li>RSS www.rssmeme.com </li></ul><ul><li>Twitter Search </li></ul>
  38. PR Tips <ul><li>Question: Are you really the best person to be approaching customers? </li></ul><ul><li>What value do you offer them? </li></ul><ul><li>What insight can you give? </li></ul><ul><li>What expertise related to the product/service/brand can you share? </li></ul><ul><li>How authentic can you really be? </li></ul>
  39. PR Tips <ul><li>Engage enthusiastic staff members. </li></ul><ul><li>Opportunity to build upon personal brands. The more loved they are already, the better. </li></ul><ul><li>- Provide guidance and support for their use of social networking. </li></ul>@
  40. PR Tips <ul><li>Specialists </li></ul><ul><li>Those working at the “coal face” </li></ul><ul><li>Senior managers </li></ul><ul><li>Directors </li></ul>
  41. PR Tips It has been done!
  42. PR Tips <ul><li>Blogging: </li></ul><ul><li>- More in-depth conversations </li></ul><ul><li>Help tap into interest areas - Great way to show expertise </li></ul><ul><li>Twitter: </li></ul><ul><li>Great for short conversations </li></ul><ul><li>“ Crowdsourcing” </li></ul><ul><li>Personal </li></ul><ul><li>Fast </li></ul>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

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