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Transforming Into A Digital Brand
Glenn KatesManaging Editor, Digital @gkates
Wojtek GrojecDigital Editor @disconnect
COUNTRIES23 26
LANGUAGES
1950 17BUREAUSFOUNDED
DECIDING TO GO DIGITAL
Go where the audience is
Auto-playing videos
New market for digital content in Russian
CASE STUDY
Kadyrov: Let Me Be A Loser...
Views 1.9 million (Facebook/YouTube)
Time to produce: 1 day
Avg. watch time: 1:04
DECIDING TO GO DIGITAL
Priorities, engagement over clicks
Lots of original content, esp. video
No choice
CASE STUDY
You Think Your Job Is Tough?
Views: 33.6 million
Shares (FB): 658 thousand
Organic views: 96%
SEPT. 2015
117K847K356K
566K13M4.5M
FOLLOWERS
SEPT. 2016
EXAMPLE: FACEBOOK
VIDEO VIEWS
ENGAGED USERS
HOW WE DID IT
RFE/RL english digital team
4 people
Current Time digital (Russian)
14 people
Video producer
Visual/graphics specialists
Social media managers
Data journalists/developers
CASE STUDY
The Mammoth Pirates
Shares: 11.8 thousand
Time to design: 2 weeks
Syndication: Atlantic, Guardian,
Daily Mail, NZ Herald, ...
HOW WE DID IT
Take stock of what you have.
Reporting from hard to reach places
Visual content from the field
(Pre)produce for platforms
Visuals based strategy
People that can wear many hats
Thanks!@rferl @rfe.rl .com/rferl
Come say hi! Join us at 17:30 for
Extra stuff
CASE STUDY
From Boats To Bags
Views: 262 thousand
Crossposted by: AJ+, Upworthy
Crossposted views: >7.2 million