engaging communities with the news @ tbd jim brady april 2, 2011

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Engaging Communities With the News @ TBD Jim Brady April 2, 2011

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Page 1: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Engaging Communities With the News @ TBD

Jim BradyApril 2, 2011

Page 2: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The TBD Theory…

No news site can be successful in the 21st century by having readers…

Page 3: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The TBD Theory…

No news site can be successful in the 21st century by having readers…

It needs to have engaged participants…

Page 4: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The TBD Theory…

No news site can be successful in the 21st century by having readers…

It needs to have engaged participants…

And they need to be engaged in journalism, not uploading pet photos.

Page 5: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Engagement

• As viewed by many news organizations…

Page 6: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Engagement

• As viewed by many news organizations.

Page 7: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Engagement…

• As it should be viewed by all news organizations...

Page 8: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Engagement…

• As it should be viewed by all news organizations.

Page 9: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We built a community network of more than 220 local sites.

Page 10: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• TBD curated the best content about the DC region, regardless of source.

Page 11: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We leveraged our audience to report out stories, both individually and collectively.

Page 12: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We drove traffic to the work of our community network members.

Page 13: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We delivered curated information about areas our users told us were important.

Page 14: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We used Twitter and Facebook to gather news, not just disseminate it.

Page 15: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We were conversational in tone in all social media. No Headline-Colon-Link here.

Page 16: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We didn’t treat mobile as an add-on; we hired mobile developers and designed apps that appealed to the need of mobile users..

Page 17: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We did events with local bloggers and other interested parties.

Page 18: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We held public office hours at coffee houses in the region.

Page 19: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

How TBD Went About It…

• We offered free training to community members on social media, blogging, SEO, ethics, etc.

Page 20: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The Results…

Unique Visitors• November 2010 -- 715,000

Page 21: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The Results…

Unique Visitors• November 2010 -- 715,000• December 2010 -- 838,000

Page 22: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The Results…

Unique Visitors• November 2010 -- 715,000• December 2010 -- 838,000• January 2011 -- 1,500,000

Page 23: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

The Results…

• We had a terrific buzz in DC-region blog community, who viewed us as partners, not rivals.

• When possible, local bloggers naturally linked to TBD vs. other local media.

• Consumers created a hashtag “#HeyTBD” to alert us to potential breaking news stories in the area.

• We were able to leverage the community to produce better journalism than we could have by ourselves.

Page 24: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Since Then?

Page 25: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Since Then?

• Not much has really happened…

Page 26: Engaging Communities With the News @ TBD Jim Brady April 2, 2011

Thanks!Hope you enjoyed your stay.

Please come again.