digital first: change how you work to start engaging your...
TRANSCRIPT
Borja Echevarría, Nieman And Berkman Fellow, Managing Editor El País
Digital First: Change how you work to start engaging your audience
Some quick ideas to begin a conversation about the new environment of media
Print-centric culture must end
✤ The industrial production can’t shape how we gather the news
✤ Decline in print circulation
✤ Advertisement market broken
✤ Audiences moving to mobile
What do we mean by Digital First?✤ Moving the strategy beyond the Newspaper
✤ Changing the processes for journalists and the delivery of news
✤ More investment and effort towards digital
✤ Constant innovation at the center of the newsroom
✤ Same level of quality and standards as ever
And by engagement?
✤ Always consider the audience first
✤ Sincere conversation with your readers
✤ The stories don’t finish when you publish them
✤ Take the news where the readers are
✤ Spend as much time as you can with them
Tips for going Digital First
✤ Change the newsroom organization
✤ Start earlier, reschedule meetings
✤ New ways of producing a different newspaper
✤ Praise the work that is done online and exclusive online content
✤ More transparency with metrics
✤ Promote the culture of experimentation: failure is an option
Tips for a better engagement✤ Say goodbye to the ‘The Voice of God’
✤ Answer questions, respond to the critics (not to the trolls)
✤ Address the audience’s needs
✤ Build individual brands, and promote them through the big brand
✤ Engage your audience in the process. Be as transparent as you can
✤ Engaging is not about self-promotion
✤ Help the audience driving them to good stories (even to competitors)