XMA Cross Media Awards 2012
Best community engagement
   
  Calcalist, Tel-Aviv
(Yedioth Communication Press (2000) Ltd., Israel).


 
 
 
  Project name  
  "Finalist" - SMB facebook contest
 
  General Publication Info  
  Calcalist was founded with the vision of “connecting Israel to the economy,” to make the economy accessible and understandable both to business community and policy makers, and to those for whom the economy can be frightening and less understandable. At Calcalist we believe that everyone can and must be economists of sorts – we must understand the rules of the economic game, seek business opportunities, handle our finances intelligently, save money and invest wisely.
Calcalist General:
Calcalist was launched on February 18, 2008, and within a year it gained the leading position within Israel's financial news market. According to a TGI survey, Calcalist is Israel's leading financial newspaper and is recognized by 12.1% of the country's adult Jewish population, compared to competitors, which are recognized by 7.6% and 4.4% respectively of Jewish adults in Israel.
Calcalist has a wide range of readers that includes investment advisors, lawyers, accountants, bankers, private business people, CEOs and their deputies, and more. Calcalist is an independent newspaper delivered to subscribers' homes every morning, with a distribution of some 85,000 copies each day. In addition, Calcalist is widely distributed through arrangements with cafe chains, business launches, hotel lounges, airlines, etc.
The Calcalist web site launched in June 2008 and according to a TIM survey is now the leading financial web site in Israel. In a survey conducted on weekly exposure to Israeli web sites, Calcalist ranked sixteenth among all sites in Israel, compared to its competitors, which ranked eighteenth, and twenty-third. Calcalist is also the most viewed financial web site among individuals surfing the internet at work, ranking eleventh, while its competitors ranked twelfth and fourteenth.
Calcalist offers a number of options to connect to the economy: A daily newspaper, an in-depth weekend magazine, a web site, SMS news flashes, a newsletter service, WAP, applications on third generation devices (IPHONE, Android, OVI), management and business books through the Calcalist library, and conferences.
Calcalist Content:
Calcalist reports extensively and professionally on all business and economic matters in Israel and the world. Calcalist offers commentaries and analysis pieces, features, investigative reports, recommendations and tips, as well as diverse sections including news on the economy, capital markets, cars, marketing and advertising, consumer affairs, sports and leisure. Calcalist grants its readers professional tools, including its exclusive partnership with Standard and Poor's, the world's leading ratings company, TIME Magazine and more.
Calcalist Reader Profile:
•Calcalist is the most widely read financial newspaper among high income earners in Israel. Upwards of 207,000 of Calcalist readers are high income earners.
•Calcalist is popular among individuals with higher education, and 250,000 of its readership have advanced degrees.
•More than 40% of Calcalist readers hold management positions.
•More than half of Calcalist readers live in the Tel Aviv metropolitan area.
 
  Implementation  
  Small and medium sized businesses are one of the main target audiences that Calcalist aims at. In fact, Calcalist is the only financial journalistic platform in Israel which provides this audience with relevant information and business interactions. We've discovered that the two main needs of this audience are "down to earth" information and exposure. We therefore plan the various activities for this audience in light of these needs: for example, we organize conferences for small and medium sized businesses and we operate a specific channel on our web site which supplies our audience with relevant information.
Our January 2012 activities highlighted the needs of this audience:
Stage 1
We joined forces with a firm specializing in Facebook applications and we posted on the Calcalist Facebook account an application of surfers' contents.
Stage 2
We urged small and medium sized businesses with Facebook accounts to submit their accounts to the contest. Every business which joined the contest was entitled to describe the business in a few words, to add a picture and to create a link to the business Facebook account. We thus created a gallery of small and medium sized businesses that were exposed to the 60,000 Facebook friends of Calcalist.
Stage 3
Using of the resource of social links on the Facebook network, the business owners spread the word regarding the contest and called upon their network friends to vote for them and upon other business owners to enroll. Thus the contest and the awareness towards it developed.
Stage 4
Choice of Facebook pages was based on an adjusted calculation of surfers’ vote (30%) and a professional panel of judges (70%). The prize for the winning Facebook page: advertisement in Calcalist (newspaper and weband web site), Facebook application package, business communication package.
The results of the contest and details of the winners were published in the newspaper and on Calcalist web site.
 
  Project results  
  •We acquired 5873 new friends during the contest period.
•More than 330 small and medium sized business pages enrolled for the contest.
•More than 12,790 votes in the contest.
•Highest network involvement index amongst financial sites – represents the total sum of interactions, likes per page, published posts, talkbacks, shares, tagging, etc. The involvement index is the number of interactions divided by the number of fans.
 
  Additional comments  
  all activities are demonstrated within the link below
 
  LINKS  
  my.calcalist.co.il/long/content/staticfiles/calcal ...
 
  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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