presentation for the louisiana seafood board

7/30/2019 Presentation for the Louisiana Seafood Board

http://slidepdf.com/reader/full/presentation-for-the-louisiana-seafood-board 1/20

LouisianaSeafoodNewsroom:BorninCrisis,BuiltforBusinessTheDigitalVoiceofLouisiana’sSeafoodCommuni<es

NewsroomInk



Louisiana Seafood Newsroom - Newsroom Ink

Posi<onsthecompanytodirect

theconversa<on...othersfollow

itslead:

• Editorialcontentalignswith

strategicagenda.

• Storiesarepickedupacross

differentmediapla8orms–socialandmainstream.

• Trustedsourceforjournalists,who

returno>entothesite.

TheNewsroom

Whatthe

Newsroomis…

Whatitisnot… PublicRela<ons

• Storiesarewri?eninajournalis@c

style–credibleandbalanced–ratherthanapromo@onalstyle.




TheNewsroom

The“bubble”isthepublic

spacewhereconversa<onstakeplace.

• Comprehensivecontentstrategy

startswithdomina<ngthe“bubble”

– withmessagesthattellthe

companystoryfromit’sownunique

vantagepoint.




TheNewsroom

TheCommunica<onBubble

Inadigitalworld,conversa<onsareeasyand

effortless...butnotnecessarilyaccurate.

• Whenothersinfluencethemessage,thebubbleisfilledwiththoughtsandopinions,

whichcanbemistakenas“facts”.

• Nega@vecontentmovesandgrows–keepingyouonthedefensive.

• [email protected].




TheNewsroom

TheCommunica<onBubbleManybusinesseshavegoodstoriestotell...

buttheygountoldbyregularmainstreammedia.

• Asmorereaderswentonline,thelightswentoutfor

majormediaoutlets.

•Circula@onfell,adver@sersle>andreporterslost jobs–"dominoed"bydigital.

• Newsholesbecamedigitalblackholes–demanding

fresh,crediblecontent.

• Op@mizedcontentrulestheweb–triggerssearch

engines,engagesvisitorsandposi@ons

organiza@ons.

• Problem:Reporterswhooncecoveredbusinesses

arenowtoobusyorgone.

• Opportunity:Fillthevoidwithcrediblecontentthat

othersseekoutanduse.




TheNewsroom

TheCommunica<onBubble

NoConversation Othersinfluencethe

companymessaging Companycontrolledmessaging




TheNewsroom

TheCommunica<onBubble-otherscontroltheconversa<on




TheNewsroom

TheCommunica<onBubble-

companycontrolstheconversa<on




•LouisianaSeafoodNewsisamongthe

longest-runningnewsroomsofitkind-a

modelforbusinesscommunica<onsand

name-brandmarke<ng.

• RecognizedforcredibleAP-stylestories,

photosandvideosmadeavailablefree

toallmedia,reachingmorethan70,000

sincerelaunch

• Itledthewayfornewsroomscreated

byFORTUNE100companiesandothers

-Intel,Coca-Cola,Edelman,ColemanandtheNewYorkStockExchange

Se,ngStandards:Be4erWayToCommunicate




EngagingAudiences:Seafood’sDigitalVoice

TheOnlineVoiceofLouisianaandGulfSeafood

• Ascommunica<onsevolveworldwide

towarddigital,LouisianaSeafood

Newsistheonlydigitalvoicefora

majorityofthestate’sseafoodcommuni<es

• Addressesdemiseoftradi<onalnews

channels(e.g.TheNewOrleansTimes-

Picayunenowpublishedthree<mesa

week)

• Acrediblenewssiteaddressingindustryissuesthroughtheuseof

compellingstories(e.g.crisis

communica<ons,H-2Blegisla<onand

publicpercep<onissues)




\

GroundbreakingApproach

• Dynamicnewsroomdrivenbybrand

journalism–reachingbothtradeand

consumerpublica<on

• Storieswrientoberead–repeatedinsocialandmainstreammedia

- Newsroomhasestablishedworkingrela@onshipswith

NOLA.com,Lafaye?eAdver@ser,

PerishableNews,BatonRouge

Advocate,SeafoodSource.com

aswellasahostofothers

• BecomesaGoogledindustryforum,as

wellasarespected,oen-quoted

sourceforseafoodnews

CreangaGreaterVoice:BrandJournalism




BorninCrisis:LouisianaSeafoodNews

DevelopedDuringManmade

andNaturalDisasters

• LaunchedascrisistoolduringBPoilspillin2010

• Relaunchedin2012forHurricaneIsaac

• Newssitestaffedbyformerjournalist

- Postsbothoriginalandcurated

stories,photosandvideofrom

interna@onalmedia

• StoriespostonFacebookpages,LinkedInseafoodgroupsandTwier




BuiltforBusiness:Newsroom’sGreaterPurpose

BuilttoAdvancetheBusiness,AligningCoveragewithBoard’sStrategicAgenda

Improveboardpracces -Execu@veprofilesonEwellSmith,Kris@nMcLarenandAshleyRoth

Expandresearchiniaves

-WorkwithLSUAgCenterandSeaGrantonvariousstories,including

VermilionBaySweetShrimpandAlligatorindustry

-WorkedwithDepartmentofWildlifeandFisheriesonvariousstories,

includingnewAsiancarpprocessingplant,andAgraTechInterna@onal

-WorkedwithSyscoLouisianaFoodsoninnova@ve,hand-selectedoysters

Improvemarkengandpricingefforts

-WorkedwithLSUAgCenter,SeaGrantandPortofDelcambreon

introduc@onofVermilionBaySweetShrimpgumbopack

-Numeroussalesinquiresfromnewsroomemails

Enhancetheeconomicsoftheindustry

-TVfilminginquiresincludedGermanTV,BBC

andna@onalrealityshow




Rela<onshipsBuiltAroundtheGulf Coveragespansfromthewatertotheplate

• Storiesonfishermen,seafoodprocessors,industrycouncils,specialeventsandlegislators

• WorkedcloselywithLouisianaRestaurantAssocia@on,

aswellaschefs

• WorkedwiththeGulfOysterIndustryCouncil

• WorkedcloselywiththeGulfOysterIndustryCouncil,

LouisianaDepartmentofWildlifeandFisheries,Gulf

CoastSeafood,GulfTraceSeafood,OfficeoftheLt.

Governor,MarineFisheriesCommissionandLouisiana

StateUniversityAgCenter/SeaGrant

Showsvaluedrelaonshipsthroughoutenre

seafoodbusinesscycle

• Establishedworkingrela@onshipwithSyscoLouisianaFoods,thelargestseafoodsupplierinTexas

AlignedwithBusiness:ValuedRelaonships




LeveragingCommunicaons:CreateOnceUseOen

NewsroomStoriesCuratedin

AnnualReportandOnlineExecuve

ProfilesandViceVersa

• LouisianaSeafoodAnnualReportfeatures

board’sstrategicagenda

• Shelflifeofnewsstorieswereexpandedin

theannualreport

• Annualreportservedasasourceforfollow-

on,newsroomcoverage

• Execu<veProfilesconstructedfromoriginal

newsroomstories




ShowcasingExperse:KnownWorldwide

FeaturesBoard’sExperience

• Crisiscommunica<ons

• Issuesmanagement

• Reputa<onmanagement

• Soughtbygovernmentofficialsandbusiness

leadersworldwide

- OriginalstoriessenttoLouisianastate

andna@onalrepresenta@ves,aswellas

GulfCoastrepresenta@veswhen

appropriate

• Newsroomhighlightedduringrecentvisitsby

JapaneseandChinesedelega<ons




DeliveringROI:BigReturnsandSmallInvestment

Analy&csSept1,2012–Aug1,2013

UniqueVisits:62,021

Pageviews:102,117

AvgVisitor:2pages

TimeonPage:2:30min.

U.S.Avgp.p.*:0:58

*TheNielsenCompany*Trafficrosemorethat32%sinceNewsroomInk

relaunchedsite.SourceGoogleAnaly<cs




DeliveringROI:BigReturnsandSmallInvestment


TOPCOUNTRIES–153countriesandeveryUSstatehasaccessedthesite

1. UnitedStates

2. Canada

3. UK

4. Indonesia

5. India

6. Australia

7. Philippines

8. Japan

9. Germany10.France

11.Mexico




DeliveringROI:Returnon$180000Investment

•LouisianaSeafoodNewsroom’sbudgetonly1.2%of

a$15Mcampaign

•Produc<onevalua<on:

o Wrote12originalar@cles,morethan400

newphotosand10originalvideosatacostof$79perstory

o Morethan40curatedstoriesfrom

interna@onalpublica@onsposted

•“Mul<pliereffect”includesmorethan1500

tradi<onalandonlinemediapickups:

o AssociatedPress:.3millionmonthlyusersas

ofMay2013*

o Times-Picayune/NOLA.com:1.9million

monthlyusersasofJune2013*;newspaper

circula@on1,109

o PerishableNews.com:41,500monthly

usersasofJune2013*





“NewsroomInk’snewsandinforma<on

providedonLouisianaSeafoodNewshas

beenavaluableresourceforusin

educa<ngoursalesstaff,customersand

theconsumersaboutthecurrentstatus

oftheLouisianaseafoodindustry.

“Theup-to-datenewsandprofileshave

beenaconstantresourceforourweekly

marketreports.”

JimGossen,Chairman

SyscoLouisianaFoods,LLC

RecommendedbySeniorExecuves

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