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Birmingham Post: A Regional Newspaper Case Study
- 1. Social Networks aregional newspaper case study Joanna Geary February 2009 Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
- 2. 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.
- 3. Why Am IHere? 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.
- 4. Why Are SocialNetworks 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 ToBe Heard
- 7. A Right ToBe Heard
- 8. Who Controls theMessage? “ If you wish to be heard, first learn to listen.”
- 9. Newspapers - DoWe Listen? Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo
- 10.
- 11. The Birmingham PostJanuary 2008
- 12. The Birmingham PostJanuary 2009
- 13. The Birmingham PostIt 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 PostThe discovery of community
- 17. The Birmingham PostBlog Network
- 18. The Birmingham PostCommunity Consultation
- 19. The Birmingham PostUsing online tools to extend presence
- 20. The Birmingham PostEngagement
- 21. “ Organizations willwork tirelessly to de-personalize every communication medium they encounter.” ~ Seth Godin (http://sethgodin.typepad.com) First Law of Mass Media
- 22. The Birmingham PostPutting the personal back in
- 23. The Birmingham PostThe result?
- 24. The Birmingham PostFeedback
- 25. The Birmingham PostTrust building
- 26.
- 27. The Birmingham PostSeen to be listening
- 28. The Birmingham PostTurning public critics into public fans
- 29. The Birmingham PostBuilding presence on social networks when it makes sense
- 30. The Birmingham PostAdd Value
- 31. The Birmingham PostCommunity building pays off
- 32.
- 33.
- 34. The Birmingham PostResults? 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.
- 35. The Birmingham PostBut it’s not always an easy ride
- 36. PR Tips Doyour 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)
- 37. PR Tips Monitor!Google Alerts Social Media Firehose: http://cli.gs/firehose RSS www.rssmeme.com Twitter Search
- 38. 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?
- 39. PR Tips Engageenthusiastic 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. @
- 40. PR Tips SpecialistsThose working at the “coal face” Senior managers Directors
- 41. PR Tips Ithas been done!
- 42. 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
- 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 Rememberwho your audience might be
- 45.
- 46. PR Tips DONOT 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 byLuc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com