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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Norra Västerbotten |
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Project name: eEditor |
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General information about the publication |
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Norra Västerbotten is a regional media house (pic # 8) in Västerbotten in the north of Sweden, New Year - entering into our 100th year of activity - we changed our name to Norran (pic # 7), the nickname the readers always use, as a symbol that the readers now decide, not the editors. (logo pic # 1)
The media house produces a daily morning paper six days a week, a weekend supplement, a 24/7 website (adaptable into mobile), daily news updates for radio RIM fm, web-tv and events regularly.
The reach is 70 % (paper) - 90 % (paper/webb).
Circulation 25 700 (paper)
The paper circulation area is vast - from the Baltic coastline in the east to the Swedish mountain chain in the west.
Turnover 2009: 117 million SEK.
Staff (calculated as full time employees): 103
CEO: Anders Westermark
Editor-in-chief: Anette Novak |
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Entry description |
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Our inhouse developed fully interactive newsdesk - open to the public - both direct visitors to our site and random users, coming in from the social media platforms.
More information below on how it works - and the cross media aspects of the project. |
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The basic idea of your cross-media local project |
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The idea was to exploit the strengths of CJ (the wide coverage with all the eyes and ears in our vast region) with the best of journalism (relevant filtering, analyse, source critizism and context).
Target audience: everyone who wants to have a relationship with our region. But of course, using the social media we hoped to attract young adults.
The theories behind the project can be summarized in the following reasoning:
How can a small regional media house defend its' position in this more and more fragmentized media landscape?
Norrans answer to this question is: we cannot if we don't create such a strong bond with our readers and advertisers that they stop weighing us against our competitors.
The only situation where the question: ”do I need this relationship” does not appear is in friendship (or family). If we give our readers what we crave from our friends – active involvement, care, love, comfort, trust etc – they will never ask themselves if they should continue to pay for what we deliver.
Strengthened identity
To succeed we have carried out an extensive brand work. Aimed at moving our brand from big, strong monopolist critizising the area – to something similar to the Swedish cartoon figure Bamse. Bamse always says: ”If you are strong, you also have to be kind”.
And if you take that seriously you have to start by listening - and communicating. |
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Used media channels |
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social media platforms like Twitter, Bloggy etc |
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The implementation |
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We launched the project in December 2009. The driver was the editorial department (editor-in-chief) but the main responsability has since been delegated to the most senior person in the company, a 64-year-old journalist.
It is a cross-media project since eEditor exists both on our website (in the top right first screen, pic # 6) - but also streams the status lines in some of the biggest social medias like facebook, twitter etc. (pics #4 and #5)
This is aimed at attracting potential readers from the social media - who otherwise would not visit our website.
We publish openly the editorial PM, offering transparency into the core of the editorial work.
When a reader participates in the exciting work around the desk - for instance via the chat room (pic # 11) he/she is offered a very visible reader byline in the paper paper (bigger than that of the reporters, pic # 10), thus sustaining/strengthening the relevance of the paper. The ideas/stories/pictures can be published in the paper paper, on the web - they can become web-tv or even DVD:s or events.
CASE:
One day we had "press conference mass Swine Flu vaccination plan" on our PM.
A person contacted the eEditor saying: I know what they will say at that press conference. And then went on showing some of the weeknesses in this plan, that we would never have spotted on our own, without this persons in-depth knowledge of hospital administration. Result: our reporter went to the pc much more prepared and the quality of the articles he wrote increased. Thanks to the co-creation offered via eEditor.
The Tip Award of the Month is an iPhone - we have distributed 6 so far, to exteremely happy readers (pics # 2 and 3#)
We even gather once a month a "to do"-list (pic # 12) with all the reader input, and show which points already have been taken care of. This is mainly to present publicly that we care - and act - on what they say. |
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Image(s) |
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Links |
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www.norran.se
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Results of the local project implementation |
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The project is a huge success. The values added to the brand - openness, transparency, listening - together with the values that lie in the co-creation process are difficult to measure.
One great result has been the "HUNDERED: relay" (pic # 9) - where readers participate in promising good initiatives for the region. Cocreation - both in the digital and IRL!
But judging from the reader resonses (extremely positive), the whole eEditor project is a huge success.
Some key figures to show (in these early stages):
Tip levels increase: approximately 40 %.
Traffic increase from Facebook alone: 15 % (biggest hike in the young adult target groups).
But the figures does not show the actual value:
In the new digital era of social media engagement it is the empathy, sentiments and activity that certain content/services render that is the true capital.
eEditor is our road to more ENGAGEMENT around our brand and our products/services/content! :) |
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