The document discusses why a news organization launched a WhatsApp chat app to engage with readers during the UK elections. It found that over half of those receiving WhatsApp alerts came to its site to read more, showing an engaged audience. The chat app allowed the organization to have a personal connection with readers, gauge reaction to stories, poll readers, and create a relationship where readers would send them content.

1. Chat Apps
Heather Bowen
@hl_bowen

2. Why Whatsapp?
Most downloaded
chat app in the UK.
Mirror Online
launched in February
2015 - since then
there’s been an
increase in over 200M
app downloads.
It’s what our audience
uses.

3. Why politics?
Wanted to test on niche
audience to start with.
Run up to the elections.
Give our readers the
ability to feel more
involved in our
coverage.

4. Why stop there?
1. Technical difficulties.
2. Difficult to scale.
3. Worth the resource?

5. OK, so why continue?
Over half of those who get a Whatsapp alert, come to the site
to read more.
It’s a very engaged audience.

6. Newsgather
Personal connection with
readers.
Gather reaction / interest to a
story.
Poll readers.
Create relationship with readers
- they’ll be more likely to send
you content.

7. Final thought
While media needs to adapt to chat apps - chat apps also
need to adapt to the media.
It’s a great opportunity for us and them.

8. Any questions?