24sata grows digital engagement
Through social media, gamification and UGC
Agenda
• 24sata: Croatia’s biggest media brand
• The strategy behind 24sata.hr
• Engaging readers
• UGC
• Social media
• Gamification
• Results & feedback
24sata
• Croatia’s biggest media brand – multiplatform publishing:
– Best read daily newspaper (launched in 2005)
– Most visited news website (source: gemiusAudience)
– First Croatian news TV (launched in 2008)
+ more than 10 free of charge, surcharge or stand-alone print products
+ biggest Croatian commercial Facebook page
Vision: News available to everyone, everywhere, at
all times! More than 1,5 million readers daily!
24sata: More than 1,5 million readers daily
Print editions:
Online edition:
TV:
24sata.hr: The Strategy
• News website for everyone
– kids: junior.24sata.hr
– teenagers: working on cool.24sata.hr
– adults: news content, lifestyle etc.
– pet-owners: ljubimci.24sata.hr etc.
More than 1,1 million readers a
month in Croatia (reach of 47,8%), gemiusAudience 2013.
24sata.hr: The Strategy
• Serious, up to date publishing: We get the news first!
• Fun and useful articles: Lifestyle, Viral content, Videos, Games...
• Extra content: Prize winning games, Quizes, Horoscope...
Reader engagement crucial for all online activities!
Engaging (digital) readers since 2005
2005
Launch od 24sata and 24sata.hr
Introducing UGC to Croatia: getting news from the readers and publishing them regularly
2007
Readers get their own section on 24sata.hr, we publish all their valid stories
2008
24sata on Facebook: we soon
become the biggest Croatian FB page
2010 - 2014
Zona24 on 24sata.hr:
Gamification of 24sata online community activities
2013 - 2014 We have 750.000 FB fans
We’re getting journalists involved in Facebook
We have 270.000 active online community members in Zona24
User generated content
• Since 2005, readers are encouraged through all our editions to send news, photos and videos
– Through a free of charge phone, e-mail, website form
• We also have specific themes for them (for example seasonal)
• They are rewarded for published stories and
for regular activity (‘reader of the month’)
• Readers are our best ambassadors and 24sata is recognized as the people’s newspaper and website
Online form for sending news – also shows front pages with the readers’ stories
The ‘Reporters’ section Advertisement encouraging people to send us specific photos and videos
Social media: Facebook
• 24sata has about 750.000 Facebook fans and has been active there since 2008
• Today it has eight extra FB pages alongside the main page which generate smaller but active audiences (pet owners, teenagers, fun-seekers, middle-aged women...)
• In 2013 & 2014 all of our journalists and editors joined Facebook and are now officially shareing and communicating with their readers personally
Some of our pages:
The journalists’ pages (examples):
We like Facebook, but we want more than ‘likes’ from our Facebook fans!
• We use Facebook for:
– website traffic (targeted) – more than 19% comes from FB
– brand awareness&image
– reach&relevance
– extra content (UGC) for web&print
– opinion! But also...
• We have fun: – we make fun apps
– we ask silly questions and communicate with the fans
– we have a ‘neverending status’ – we ask for help and advice
– we give out prizes (since now it’s allowed)
Some of our apps:
Most successful: creating fake funny articles
on 24sata.hr – more than 90.000 created!
The ‘neverending status’:
Since 19/06/2011, it collected
more than 500.000 comments!
Our admins get involved regularly to join the conversation
Social media: Twitter
• Active since the beggining (but Croatia is not big on Twitter)
• 17.200 followers
• Influental community, bloggers, IT experts, community managers, politicians...
• Not a traffic source but a
great source for news, interaction and image!
• Our online community is organized in Zona24
– a gamified system which allows our readers to be actively involved in the creation of our content and rewarded for their efforts
http://www.24sata.hr/zona24
We are BIG on
Gamification
Gamification: Zona24
• More than 270.000 members
• Can help authors with extra information on stories and have the
right to correct our grammar or point out other mistakes
• Can comment, vote in polls, get involved in prize-winning games...
• Collect points for all activities (reading, commenting, shareing, voting, correcting...)
• We follow their activities and interests and give them badges accordingly (The Politician, The IN girl, The Sports Guy...)
• Are eligable for rewards and prizes monthly (for the most active
users etc.)
• Our journalists and editors get involved in discussions with
them to clarify their points or get extra information
Gamification: Zona24
Commenting
Polls&discussions Prizes for activity
Gamification: Prize-winning contests
• Regularly we reward our readers with prize winning games and contests – most of them
require their full engagement – Writing motivational messages
– Writing jokes or advice
– Making videos on certain subjects
– Sending photos
– Answering questions etc.
• Most of them are sponsored so they are a revenue stream
Prize-winning contests: example
Nabrundavanje (a made up word for cheering)
• Prior to the European Football Championship 2012
• Sponsored by Croatia’s biggest brewery
• Concept: Teams of readers send us videos of fulfilling funny football-related tasks – we publish them all, readers vote for the best ones. They have a live ‘face-off’ filmed by our crew and published on our website as webisodes.
• Prizes: Beer and tickets to the Championship
• http://www.24sata.hr/nabrundavanje2012/
Prize-winning contests: example
Nabrundavanje
• Results:
– More than 300 really funny videos received
– 500.000 pageviews alltogether
– 17 filmed, edited and published shows from the live ‘face-off’
– A very happy sponsor
– Viral content, great for image and brand awareness
Prize-winning contests: example
Nabrundavanje: ads
Digital engagement efforts: Results and feedback
• Loyalty: 85% returning visitors!
• Image: The peoples’ newspaper/website
• Traffic: Since 2008 the number of real users has
more than doubled! (from 570.000 to 1,2 mil.)
• Revenue: Sponsored contests are an extra revenue stream which has been actively used since 2010 and is well accepted by the advertisers
Thank you for your attention!
The 24sata digital team
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