advertisement

Birmingham Post: A Regional Newspaper Case Study

100 %
0 %
advertisement
Information about Birmingham Post: A Regional Newspaper Case Study
Business & Mgmt

Published on February 25, 2009

Author: joannageary

Source: slideshare.net

Description

***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.
advertisement

Social Networks a regional newspaper case study Joanna Geary February 2009 Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/

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.

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.

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.

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.

Why Are Social Networks Important? “ Dramatic Shift in Marketing Reality” Scholz and Friends http://cli.gs/Scholz

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)

A Right To Be Heard

A Right To Be Heard

Who Controls the Message? “ If you wish to be heard, first learn to listen.”

Newspapers - Do We Listen? Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo

Brand Perception Problem?

The Birmingham Post January 2008

The Birmingham Post January 2009

The Birmingham Post It started with laminate flooring…

The Birmingham Post … followed by a huge helping of panic…

The Birmingham Post … but quickly turned into a successful crowd sourcing project.

The Birmingham Post The discovery of community

The Birmingham Post Blog Network

The Birmingham Post Community Consultation

The Birmingham Post Using online tools to extend presence

The Birmingham Post Engagement

“ Organizations will work tirelessly to de-personalize every communication medium they encounter.” ~ Seth Godin (http://sethgodin.typepad.com) First Law of Mass Media

The Birmingham Post Putting the personal back in

The Birmingham Post The result?

The Birmingham Post Feedback

The Birmingham Post Trust building

The Birmingham Post

The Birmingham Post Seen to be listening

The Birmingham Post Turning public critics into public fans

The Birmingham Post Building presence on social networks when it makes sense

The Birmingham Post Add Value

The Birmingham Post Community building pays off

The Birmingham Post

The Birmingham Post

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.

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.

The Birmingham Post But it’s not always an easy ride

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)

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)

PR Tips Monitor! Google Alerts Social Media Firehose: http://cli.gs/firehose RSS www.rssmeme.com Twitter Search

Monitor!

Google Alerts

Social Media Firehose: http://cli.gs/firehose

RSS www.rssmeme.com

Twitter Search

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?

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?

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. @

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.

PR Tips Specialists Those working at the “coal face” Senior managers Directors

Specialists

Those working at the “coal face”

Senior managers

Directors

PR Tips It has been done!

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

Blogging:

- More in-depth conversations

Help tap into interest areas - Great way to show expertise

Twitter:

Great for short conversations

“ Crowdsourcing”

Personal

Fast

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

PR Tips Remember who your audience might be

PR Tips

PR Tips DO NOT SPAM!

Any Questions ? Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com

Thanks! Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Birmingham Post: Business news, local news, expert opinion

Get the latest Birmingham business news from the Birmingham Post. Jobs; Motors; Property; Business Directory; ... Regional Affairs Latest Regional Affairs ...
Read more

Birmingham news, features, information and sport from the ...

Updated around the clock with Birmingham news, information, ... 34 of singletons would not want to date a vegan, according to a new study Live Breaking News.
Read more

Birmingham, AL Local News, Breaking News, Sports ... - AL.com

View daily Birmingham, AL weather updates, watch videos and photos, ... Your Regional News Pages. Anniston/Gadsden; ... The Birmingham News; The Huntsville ...
Read more

Birmingham sports news including ... - Birmingham Mail Sport

Birmingham Mail Sport: All the latest news on Aston Villa, Birmingham City, ... non-league football, rugby union, boxing, speedway and grassroots sport ...
Read more

Birmingham, Alabama Real-Time News - al.com

Stay up-to-date with the latest Birmingham breaking news from The Birmingham News ... Conservatives make case for market-based ... Your Regional News ...
Read more

History of Newspapers by the NMA

History of British Newspapers; ... (including Birmingham Post). ... Northcliffe Media buys three regional newspaper businesses from Trinity Mirror; ...
Read more

The Official Website for the City of Birmingham, Alabama

Report city problems to the Birmingham 311 Call Center. Learn More. Get the latest news from the City of Birmingham. Learn More. City Calendar.
Read more

Birmingham Post: Birmingham city centre renaissance ...

The Birmingham Post has launched a free app for iPad and iPhone. ... Regional Affairs A garden square plan for the edge of Birmingham city centre
Read more