26
Construire une communauté d’un million de supporters (payants) Juliette Laborie Head of strategic projects The Guardian Juliette Laborie
![Page 1: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/1.jpg)
Construire une communauté d’un million de supporters (payants)Juliette LaborieHead of strategic projects
The Guardian Juliette Laborie
![Page 2: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/2.jpg)
Page 1
D’une institution britannique à un média global
The Guardian Juliette Laborie
![Page 3: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/3.jpg)
Page 2
![Page 4: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/4.jpg)
Page 3
![Page 5: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/5.jpg)
Page 4
Un rééquilibrage profond de notre business model fondé sur le lien avec les lecteurs
The Guardian Juliette Laborie
![Page 6: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/6.jpg)
Page 5
Une communauté de “supporters” au profil varié
The Guardian Juliette Laborie
Membership Donations Abonnements
![Page 7: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/7.jpg)
Page 6
![Page 8: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/8.jpg)
Page 7
Trois piliers stratégiques
Tirer parti de la taille et de l’empreinte globale de notre lectorat 1
2
3
Faire croître une base de “supporters” fidèles
Des contenus accessibles gratuitement à tous, couplés à des expériences premium
![Page 9: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/9.jpg)
Page 8
Tirer parti de la taille et de l’empreinte globale de notre lectorat
Pilier stratégique 1
![Page 10: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/10.jpg)
Page 9The Guardian Juliette Laborie
![Page 11: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/11.jpg)
Page 10The Guardian Juliette Laborie
![Page 12: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/12.jpg)
Page 11
Faire croître une base de “supporters” fidèles
Pilier stratégique 2
![Page 13: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/13.jpg)
Page 12
Membership Donations Abonnements
Faire croître une base de supporters fidèles
Acquisition
Rétention
Purpose Pitch
Equipe pluri-disciplinaire
The Guardian Juliette Laborie
![Page 14: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/14.jpg)
Page 13
PurposeCommencer par générer du soutien pour notre missionPuis faire évoluer la proposition
Acquérir des donateurs a été notre plus grand défi ces deux dernières années
The Guardian Juliette Laborie
![Page 15: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/15.jpg)
Page 14
“If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that they need, reported and written and edited with care and precision.
“If people long to create a better world, then we must use our platform to nurture imagination – hopeful ideas, fresh alternatives, belief that the way things are isn’t the way things need to be. We cannot merely criticise the status quo; we must also explore the new ideas that might displace it. We must build hope.”
Katharine VinerNov 2017
![Page 16: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/16.jpg)
Page 15
PitchLa clé du succèsTests et recherche pour le faire évoluer
Acquérir des donateurs a été notre plus grand défi ces deux dernières années
The Guardian Juliette Laborie
![Page 17: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/17.jpg)
Page 16
D’UNE SITUATION D’URGENCE
“More people are reading the Guardian than ever but advertising revenues across the media are falling fast. And unlike many news organisations, we haven’t put up a paywall - we want to keep our journalism as open as we can. So you can see why we need to ask for your help.”
A UN MODELE DURABLE
“Three years ago, we knew we had to try and make The Guardian sustainable by deepening our relationship with our readers. The revenues from our newspaper had diminished and the technologies that connected us with a global audience had moved advertising money away from news organisations… we are starting to overcome the urgent financial situation we were faced with.”
![Page 18: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/18.jpg)
Page 17
![Page 19: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/19.jpg)
Page 18
Canal traditionnel - espace publicitaire, séparé du
contenu éditorial
Un emplacement “sur mesure”, intégré au contenu éditorial et présenté au fil de
la lecture
![Page 20: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/20.jpg)
Page 19
Equipe pluridisciplinaireUne équipe transverse pour un maximum de rapidité et de créativité
Acquérir des donateurs a été notre plus grand défi ces deux dernières années
The Guardian Juliette Laborie
![Page 21: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/21.jpg)
Page 20
Conversion specialists
Branding & marketing
UX & recherche
Création graphique
EditorialDéveloppement
Product
![Page 22: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/22.jpg)
Page 21
Des contenus accessibles gratuitement à tous, couplés des expériences premium
Pilier stratégique 3
![Page 23: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/23.jpg)
Page 22The Guardian Juliette Laborie
![Page 24: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/24.jpg)
Page 23
![Page 25: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/25.jpg)
Page 24
Des supporters qui savent ce qu’ils veulent (et surtout ce qu’ils ne veulent pas)
![Page 26: Head of strategic projects Juliette Laborie · Page 14 “If people long to understand the world, then [we] must provide them with clarity: facts they can trust, information that](https://reader033.documents.pub/reader033/viewer/2022041415/5e1adfc71093bd5325141b52/html5/thumbnails/26.jpg)
Page 25
