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Brand Journalism at the PreCommerce Summit

Presentation at the W2O PreCommerce Summit in Austin. March 2014

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Brand Journalism at the PreCommerce Summit

  1. 1. Building Brand Journalism Capabilities Holly Potter Vice President, Brand Communication
  2. 2. Media Consumption is Changing The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 OR Those who use only a desktop/laptop for digital news Those who use a smartphone OR a tablet for news Those who use both a smartphone AND a tablet for news More Devices, More Reliance on Social Media 67% 39% 59 24 41 9 Percent who follow Facebook news links Percent who follow Twitter news links 2
  3. 3. New Data: More Mobile, More News For Many, Mobile Means More News New users who said that since getting their tablet they… Spend more time with news 31% Turn to new sources for news 31% Are adding to the news they consume 43% Based on weekly tablet news (N=810) users. Icons from the Noun Project. Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group 3
  4. 4. Newsroom Workforces are Dwindling 4
  5. 5. — Scoop Nisker “If you don’t like the news, go out and make some of your own” 5
  6. 6. Taking Advantage of the Trends: 6
  7. 7. Desktop | Laptop Tablet – Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Responsive Design 7
  8. 8. Multichannel Communications Platform News and Press Releases Features Stories Blogs Podcasts Social Channels Grant Information and Reporting Corporate Information 8
  9. 9. Operating Like a Newsroom 9
  10. 10. Increased Page Views on New Platform Launch of Share: discontinuation of KP News Center and Community Benefit sites
  11. 11. Strong Traffic Since Launch Data: September 12, 2013, through Feb. 12, 2014 1,704,381 PAGE VIEWS 335,063 UNIQUE VISITORS 21.9% FROM MOBILE DEVICES 3.78 PAGES/VISIT 1.56% BOUNCE RATE 11
  12. 12. Thank you Holly Potter | | @htpotter 12