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Le Parisien.fr, Saint Ouen (SNC Le Parisien Libéré, France). |
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Project name |
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LeParisien.fr is the online match of the newspaper Le Parisien, created in 1944 and one of the 4 main national french press titles. It has an audience of 8 millions unique visitors.
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General Publication Info |
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Le Parisien aims to deliver a complete panorama of the day's news and to make it understandable to everyone. Its motto is to be popular, not populist: from this point of view, it is considered that its presence on Facebook is “more than expedient, it is natural for conversation and proximity with our readers are the DNA of our brand” (Eric Leclerc, Digital Activities Manager).
Le Parisien covers various topics such as politics, economy, high-tech, sports etc. Its facebook page is ranked n°1 in France as regarded to “likes” (527 669 fans in July 2012) and interactions (53 445 people “talking about this” at the same date) for a newspaper; its also the 4th most active Facebook page for the euro-USA zone. The website takes a great advantage from its presence on Facebook: within 3 months, traffic from Facebook increased by 340%, and each action taken on social plugins on LeParisien.fr results in 9 visits to the Facebook Page. 340 000 fans were recruited over 2 years, recently bringing Le Parisien’s total number of fans to 500K.
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Content |
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The core activity of the Facebook page consists in delivering real-time national and international news, through links to article on the website, wide photo-coverage, and surveys. Articles are categorized with a tag introducing the link, such as [Breaking news], [fact], [cover] etc. Every day a post reveals what is highlighted on the next day’s paper cover, summarizes main titles of the day and links to the articles concerned. Illustrations are also specifically designed to fit the new “timeline” presentation, which allows wide angle formats and titling. The whole page is also filled with historical Covers and gives a snapshot of what the newspaper has covered through its entire history.
Interaction also plays a main role on the Facebook page, for it is the main goal of the newspaper’s presence on social networks to help people get involved with the content and interact constantly. Each post usually get around 300 comments and up to 3 000 likes, which shows that promoted content is relevant and cleverly chosen. A set of rules is also displayed on top of the page, which gives clear instructions on how to interact with the page, so that commenting does not turn into spam or insults. Games and contests are also part of the page’s activity, as well as reminders of important cultural events, and survey. For example, a news quiz is built up every day that involve main news through their titles and illustrations: you have to guess what image is associated to a title, and can win a free subscription to the newspaper online.
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Implementation and Working team |
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Le Parisien started out by building a Facebook page in 2010 to engage loyal Le Parisien newspaper readers. Then to further increase the number of readers connecting with its Facebook Page, it integrated Facebook features such as the Comments button and the Recommend button on its site so that readers could share their stories. Finally it introduced the social reader, so that Facebook navigation and website activity are deeply linked and bring each other more interactions and activity.
Editorial teams are now equally involved in the page management, since Le Parisien’s news are divided between editorial sections:
•Le Parisien (general news)
•La Parisienne (fashion and lifestyle)
•Le Parisien Sports
•Le Parisien PSG (national football team)
•Le Parisien “Face the reader” (see our ”best community engagement” file for more details)
•Special events such as “Presidential elections 2012”
•“You” (live coverage from readers)
•Students
•Turf (races)
The main page is also declined in local versions: Le Parisien 75, 91 and 60 (depending on the department concerned). A community Manager is in charge of dealing with the whole community, to hear its reclamations and answer the questions people may raise.
There is a deep and direct link between Facebook and the site operated by the newsroom: every post on the page refers directly to the site itself (the social network brought 9,06% of the whole website traffic in may 2012 – Mediametrie net ratings), and every page on the website delivers a contextual and social description of the content, through the “social reader”. It allows people to see what their friends have commented, what they chose to read and share automatically, as long as they are ready to show it publicly (or to their friends only) on their profile. Facebook also allows the website to show “most recommended” and “most popular” (among friends) articles, which gives a real time preview of hot topics that people care about, and provides an easy way to log in to Scribble Live (our live covering tool). Finally, it offers a bunch of free and personalized services, such as weather forecast, horoscope, friends’ birthdays and gifts ideas.
Facebook’s activity is also used to produce content directly on the website, since some reactions of our users can be described and quoted in print articles.
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Additional comments |
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LINKS |
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http://www.facebook.com/leparisien
- Facebook page
http://www.facebook.com/leparisien/app_31652194842 ...
- Daily news quiz
http://www.i-b.com/facebook_top_newspapers/I&B_Fac ...
- Details of our page’s worldwide ranking
http://www.lefigaro.fr/medias/2012/07/11/20004-201 ...
- Panorama of French newspapers’ presence on Facebook
http://www.facebook.com/leparisien/app_18956110107 ...
- Moderation rules of our Facebook page
http://www.facebook.com/photo.php?fbid=10150972189 ...
– Example of a call to contributions
http://www.facebook.com/questions/1015080029971906 ...
- Example of survey concerning the presidential debate
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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