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www.wan-ifra.org Reaching the young through social media... Dr. Aralynn McMane, Executive Director, Young Readership Development
www.wan-ifra.org
Reaching theyoung throughsocial media...
Dr. Aralynn McMane, Executive Director, Young Readership Development
www.wan-ifra.org
Reaching theyoung throughsocial media... and at all
© 2011 WAN-IFRA | 3
Unless newspapers make people in their communities feel a part of them and have a stake, they will disappear.
Papers cannot be [the only] observers and reporters of a community.
People no longer want to be merely observed.
-- Paul S. Voakes 1996
We’ve long known the core issue
© 2011 WAN-IFRA | 4
11th NEWSROOM SUMMIT 10-11 May, Hamburg
+ REGIONAL EVENTS
DIGITAL MEDIA INDIA12-13 March, Hyderabad
PUBLISH ASIA10-12 April, Bali
DIGITAL MEDIA EUROPE16-18 April, London
To learn more about social media
√ SUBSCRIBE √ DOWNLOAD
√ GO!
+ Our World Editors Forum ’s continuing investigations
© 2011 WAN-IFRA | 5
WAN-IFRA helpsnewspapers work withparents and teachersto assure a literate,civic-minded newgeneration of readers.
We also honor and spreadthe word about all kinds ofsuccessful youthstrategies by newspapers.
WAN-IFRA’syouth effort
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World Young Reader Prize
DEADLINE 2012: Friday 4 May
AWARDS PRESENTED: 10 July
WAN-IFRA Asia -Pacific Youth Summit
Bangkok, Thailand
Supported by Norske Skog, the Norway-based global paper producer, since 2003.
How we learnabout success
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Arab youth survey
Arab Youth Survey
15 to 24-year-olds
√ Bahrain √ Lebanon
√ Egypt √ Oman
√ Iraq √ Qatar
√ Jordan √ Saudi Arabia
√ Kuwait √ UAE
Source
ASDA’A Burston-Marsteller Arab Youth Surveys 2011, 2010, 2009, 2008
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30%= percentage increase in overall
number of Facebook users in this
region in first quarter of 2011 alone.
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How to start
Hannah Vinter
WAN-IFRA social media specialist
What’s the wrong way to
approach social media?
The McDonald’s Case
www.wan-ifra.org
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Once the
rest is
right…
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How to start
Hannah Vinter
WAN-IFRA social media specialist
How can you increase
your young readership
through social media?THE GUARDIAN CASE
www.wan-ifra.org
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Getting it
right calls
for…
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Authentic,
2-way
discourse
The keysto success
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Credible
journalism
The keysto success
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“Total
Youth”
thinking
The keysto success
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The Question:
What do you think newspaper publishersin the region must do firstto have any chance of meaningfullyconnecting with youth via social media?
How to start
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Riyaad Minty, Head of Social Media, Al Jazeera
1.The technology is the easy part. You first need to build trust. Credibility for journalism is getting the top spot. 2.There is a new ecosystem that is out there. People trust people. That’s the bottom line. If you are not telling me, I’ll find out for myself.3.The same rules of journalism still apply: There needs to be a verification model in citizen media, multiple sources, etc.
How to start
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How to start
Farah, Egyptian blogger and WAN-IFRA press freedom intern
1. Credibility is a very important and crucial issue. Young people simply don’t believe publications in the region. Twitter and facebook and other social media outlets have been such a success in the region because the youth believe their friends and friends of friends more than trust traditional media outlets and their agendas, especially those that are state-run.
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How to start
Farah, Egyptian blogger and WAN-IFRA press freedom intern
2. Youth are eager to become part of the news making process. I think that if publications pay more attention to how to engage their readers via social media and let them help make the news instead of just receiving it, they will certainly attract the attention of many young people.
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How to start
Lara Ayoub, Digital Media Director,
Al Ghad, Jordan
1. Engaging them in creating news ( i.e. ask for immediate feedback or content via voting questions or direct public messages ) 2. Exposing their replies on our official website and acknowledging their participation which helps build trust and credibility . 3. Most importantly : listening and reading into their requests and behaviors and forming strategies for the print/online paper accordingly.
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Arab youth (15-24)
Top 10 concerns
√ An enduring desire for democracy√ Increasing anxiety about rising cost of living√ Gap between rich & poor of increasing concern√ Decreasing optimism about economic recovery and future outlook√ Education gap widening between Gulf and the rest of Arab statesSource: Arab Youth Surveys March 2011, Dec. 2010, 2009, 2008
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The Arab youth (15-24)
50%
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News sources
80 % Television
64 % Newspapers
46 % Online
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Most trustworthy
60 % Television
19 % Newspapers
11 % Online
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WAN-IFRA’s Youth-Media DNA Research
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Total Youth
Think & social
media.
Examples
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Total Youth Think
� Leader in defense of causes
� Treating youth as “normal” in coverage
� In the network buzz, naturally
� On the next new thing early
� For children, involvement with parents and teachers
� Offering chances to see what real newsmaking is about.
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Zero Hora, Brazil Circulation 190 000
A WAN-IFRA Young Newspaper of the Year
Only major Braziliandaily to increasecirculation in 2010.
“We have worked hard to deliver quality
journalism in a vibrant manner that includes
everybody.”
-- Marcelo Rech, former editor, now group product director
Total Youth Think
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Zero Hora, Brazil
� “Total Youth Think” approach
� Mixes young & older staff on all
levels of management
� Links generations
� Smart in print
� Smart in cyberspace
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“It is not that easy to catch their attention. They are confident, connected and full of choices. They are revolutionizing the economy, demanding integration and interactivity between brands. To connect with this generation, you must have this culture in your DNA and this global understanding.”
-- Maria Paula Letti, editor, Kzuka
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Zero Hora, Brazil“In our point of view, online news games are about the best way to attract children to news.”
-- Pedro Dias Lopes, chief editor of online news
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Zero Hora, Brazil“We invited a writer and Zero Hora´s columnist to travel across our state countryside, looking for unusual stories. His articles were published every Saturday on the newspaper, but everyday he could be in touch with readers through Facebook. We had a huge response, especially from the young.”
-- Pedro Dias Lopes, chief editor of online news
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Gazeta Wyborcza, Poland
Circulation 310 000
A WAN-IFRA Young Newspaper of the Year
Grew from underground, opposition newspaper to top media company in the country.
“The real struggle for us is for the citizen to cease to be the property of the state.”
-- Adam Michnik, founder of Gazeta Wyborcza,
Total Youth Think
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Gazeta Wyborcza, Poland
� “Total Youth Think” approach
� Defends causes
� Links generations
� Smart in both print and cyberspace:
early for targeted websites, networks
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School 2.0
Story: Are Poland’s schoolsand teachers readyfor digital age students?
Method: Newspaper organized fun, investigative journalism (sent reporters back to school), then national meetings and project to challenge government and make the connections to help schools improve.
Result: Now a massive, national action that puts the paper at the center as the main ally of an entire country’s media literacy and school improvement.
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MISSION 21
Story: Is all of Poland readyto receive thousands ofEuropean football fans?
Method: 21 journalism students from City University in the UK arrive to spend time finding out, and reporting on. Veteran editors supervising.
Result: An unprecedented connection for the paper via social media, from blogs by the students to reactions from readers. Not one email. All interaction with readers via social media.
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GP, SwedenGöteborgs Posten, Circulation 227 200
Winner of several WAN-IFRA World Young Reader Prizes
� “Total Youth Think” approach
� Defends causes
� Links generations
� Smart in print and in cyberspace
Total Youth Think
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SOCIAL YOUTH3 recent cases about activation of the young
From Marcus Petterssonproject managercustomer relations &social mediaGötesborg Posten (GP)
December 2010: 1 800 followers, 14% of them ages 13 to 24 years.
December 2011: 7 800 followers, 31% 13-24 years.
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FROM READERS TO PARTICIPATORS
Passive is out.
Young people have always been engaged.
They are now also:
– Digitally creative.
– Used to and searching for the digital limelight.– Social information super-users.
– Drivers in the recommendation economy.
-- Marcus Pettersson, project managerCustomer Relations & Social MediaGötesborg Posten, Sweden
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FROM READERS TO PARTICIPATORS
Passive readership is out.
Active participation is in.
Involve the young both as creators and evaluators.
Waiting for a visit is out.
Being where they are is in.
Find, serve and engage youth on their preferred social platforms.
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THE 360° REMAKE
From locked doors to complete transparency.Readers invited to be members of redesign project
teams for supplements and sections. Best outcome:
– Invitations to selected, engaged readers on Twitter and Facebook. (Reward honest opinions)
– Discussions held in closed groups on Facebook and meetings in house. (More sincere feedback)
Open Facebook voting on comics remake.
– New Facebook fans: 1200– Votes: 2000
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TAGGABLE PANORAMA PHOTOS
Test: Facebook-taggable photos of attendance at concert with local hero.
Project: 180-degree panoramic photos with social functions at Iron Maiden and Robyn.
Iron Maiden: 1 July 2011http://ironmaiden.fantag.eu
Tagged in attendance: 2600
New Facebook followers: 1400
Picked up by official Iron Maiden fanpage, blogs in South America and Asia, Twitter worldwide.
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PHOTO COMPETITIONS
Test: Photo of the Week. Submitted at Flickr, published at
Facebook page.
Project: Junior Photo of the Year. Previously held on the paper’s gp.se website
Now: Submitted at Flickr, open semifinal voting at Facebook.
Submitted photos: 1000 (record: 500)Semifinal votes: 2800 (record: 500)New Facebook followers: 1100
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How to start
Hannah Vinter
WAN-IFRA social media specialist
To what extent should
coverage be different on
Twitter to better connect
to the young?THE BBC CASE
www.wan-ifra.org
© 2011 WAN-IFRA | 48
How to start
Hannah Vinter, WAN-IFRA social media specialist
What’s the key to creating
an authentic voice on
social media?THE ECONOMIST & TUMBLR
www.wan-ifra.org
© 2011 WAN-IFRA | 50
Learning –
and doing –
more
© 2011 WAN-IFRA | 51
Engaging the young
First Asia-Pacific Young Reader Summit
Bangkok • 10-11 July
• Total Youth Think – who is doing it well and how• Making new connections work• Straight talk from youth ambassadors
• Making youth content and programmes pay• World Young Reader Prize winning ideas & more you can do
© 2011 WAN-IFRA | 52
• Join the My Dream Interview world youth reporter festival of success stories.• Help us produce Arabic versions of:
> “Internet in the Family”and “Mobile in the Family”
> “The World Newspaper Reading Passport”> “Press Freedom Youth Toolkit (UNESCO)
Free resources and joint actions
© 2011 WAN-IFRA | 53
11th NEWSROOM SUMMIT 10-11 May, Hamburg
+ REGIONAL EVENTS
DIGITAL MEDIA INDIA12-13 March, Hyderabad
PUBLISH ASIA10-12 April, Bali
DIGITAL MEDIA EUROPE16-18 April, London
To learn more about social media
√ SUBSCRIBE √ DOWNLOAD
√ GO!
+ Our World Editors Forum ’s continuing investigations
