birmingham post: a regional newspaper case study
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***Just to satisfy my curiosity, I would really appreciate it if, if you reuse this slide, you could tell me what it was used for in the comments section. Thanks!*** 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.TRANSCRIPT
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Social Networks
a regional newspaper case study
Joanna GearyFebruary 2009
Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
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Who Am I?
• Employed as a business reporter in 2004.
• Previously worked for an independent multimedia production company.
• Passionate advocate for online journalism.
• Appointed development editor in 2008.
• Will join The Times as web development editor (business) next month.
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Why Am I Here?
• To share some of the lessons I learnt at The Birmingham Post.
• To provide an insight into how news organisations are starting to use social media.
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Why Are Social Networks Important?
“Dramatic Shift in Marketing Reality”Scholz and Friends
http://cli.gs/Scholz
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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)
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A Right To Be Heard
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A Right To Be Heard
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Who Controls the Message?
“If you wish to be heard, first learn to listen.”
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Newspapers - Do We Listen?
Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo
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Brand Perception Problem?
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The Birmingham Post
January 2008
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The Birmingham Post
January 2009
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The Birmingham Post
It started with laminate flooring…
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The Birmingham Post
…followed by a huge
helping of panic…
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The Birmingham Post
…but quickly turned into a
successful crowd
sourcing project.
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The Birmingham Post
The discovery of community
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The Birmingham Post
Blog Network
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The Birmingham Post
Community Consultation
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The Birmingham Post
Using online tools to extend presence
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The Birmingham Post
Engagement
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“Organizations will work tirelessly to de-personalize every communication medium they encounter.”
~ Seth Godin (http://sethgodin.typepad.com)
First Law of Mass Media
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The Birmingham Post
Putting the personal back in
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The Birmingham Post
The result?
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The Birmingham Post
Feedback
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The Birmingham Post
Trust building
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The Birmingham Post
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The Birmingham Post
Seen to be listening
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The Birmingham Post
Turning public critics
into public fans
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The Birmingham Post
Building presence on social networks when it makes sense
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The Birmingham Post
Add Value
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The Birmingham Post
Community building pays off
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The Birmingham Post
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The Birmingham Post
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The Birmingham Post
Results?
- Increased strength of brand online.- Strong, growing online community- Instant and ongoing feedback on products and services.- Identification as one of UK’s leading multimedia newspapers.- Raised individual profiles.- Putting the humanity back in.
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The Birmingham Post
But it’s not always an easy ride
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PR Tips
Do your research – know who you want to speak to and who is speaking about you:
Blogs: - Google Blog Search - Technorati - Icerocket - Good blog blogrolls will often be best
Twitter:- http://search.twitter.com: keywords, companies, etc. - http://twellow.com - browse by industry- Look at the contacts of interesting users (This is true for all social networks)
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PR Tips
Monitor!
- Google Alerts
- Social Media Firehose: http://cli.gs/firehose
- RSS www.rssmeme.com
- Twitter Search
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PR Tips
Question: Are you really the best person to be approaching customers?
• What value do you offer them?
• What insight can you give?
• What expertise related to the product/service/brand can you share?
• How authentic can you really be?
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PR Tips
- Engage enthusiastic staff members.
- Opportunity to build upon personal brands. The more loved they are already, the better.
- Provide guidance and support for their use of social networking.
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PR Tips
- Specialists
- Those working at the “coal face”
- Senior managers
- Directors
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PR Tips
It has been done!
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PR Tips
Blogging: - More in-depth conversations- Help tap into interest areas- Great way to show expertise
Twitter: - Great for short conversations- “Crowdsourcing”- Personal- Fast
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
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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 communityAlways operate from their point of view
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PR Tips
Remember who your audience might be
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PR Tips
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PR Tips
DO NOT SPAM!
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Any Questions
?Picture by Luc Legay, licensed under Creative Commons:
http://flickr.com/photos/luc/
[email protected]://twitter.com/
joannagearyhttp://joannageary.com
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Thanks!
Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
[email protected]://twitter.com/
joannagearyhttp://joannageary.com