presentation for the louisiana seafood board
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7/30/2019 Presentation for the Louisiana Seafood Board
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LouisianaSeafoodNewsroom:BorninCrisis,BuiltforBusinessTheDigitalVoiceofLouisiana’sSeafoodCommuni<es
NewsroomInk
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
Posi<onsthecompanytodirect
theconversa<on...othersfollow
itslead:
• Editorialcontentalignswith
strategicagenda.
• Storiesarepickedupacross
differentmediapla8orms–socialandmainstream.
• Trustedsourceforjournalists,who
returno>entothesite.
TheNewsroom
Whatthe
Newsroomis…
Whatitisnot… PublicRela<ons
• Storiesarewri?eninajournalis@c
style–credibleandbalanced–ratherthanapromo@onalstyle.
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
The“bubble”isthepublic
spacewhereconversa<onstakeplace.
• Comprehensivecontentstrategy
startswithdomina<ngthe“bubble”
– withmessagesthattellthe
companystoryfromit’sownunique
vantagepoint.
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
TheCommunica<onBubble
Inadigitalworld,conversa<onsareeasyand
effortless...butnotnecessarilyaccurate.
• Whenothersinfluencethemessage,thebubbleisfilledwiththoughtsandopinions,
whichcanbemistakenas“facts”.
• Nega@vecontentmovesandgrows–keepingyouonthedefensive.
• Byproac@velycontrollingthemessage...othersfollowyourlead.
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
TheCommunica<onBubbleManybusinesseshavegoodstoriestotell...
buttheygountoldbyregularmainstreammedia.
• Asmorereaderswentonline,thelightswentoutfor
majormediaoutlets.
•Circula@onfell,adver@sersle>andreporterslost jobs–"dominoed"bydigital.
• Newsholesbecamedigitalblackholes–demanding
fresh,crediblecontent.
• Op@mizedcontentrulestheweb–triggerssearch
engines,engagesvisitorsandposi@ons
organiza@ons.
• Problem:Reporterswhooncecoveredbusinesses
arenowtoobusyorgone.
• Opportunity:Fillthevoidwithcrediblecontentthat
othersseekoutanduse.
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
TheCommunica<onBubble
NoConversation Othersinfluencethe
companymessaging Companycontrolledmessaging
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
TheCommunica<onBubble-otherscontroltheconversa<on
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Louisiana Seafood Newsroom - Newsroom Ink
TheNewsroom
TheCommunica<onBubble-
companycontrolstheconversa<on
7/30/2019 Presentation for the Louisiana Seafood Board
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Louisiana Seafood Newsroom - Newsroom Ink
•LouisianaSeafoodNewsisamongthe
longest-runningnewsroomsofitkind-a
modelforbusinesscommunica<onsand
name-brandmarke<ng.
• RecognizedforcredibleAP-stylestories,
photosandvideosmadeavailablefree
toallmedia,reachingmorethan70,000
sincerelaunch
• Itledthewayfornewsroomscreated
byFORTUNE100companiesandothers
-Intel,Coca-Cola,Edelman,ColemanandtheNewYorkStockExchange
Se,ngStandards:Be4erWayToCommunicate
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Louisiana Seafood Newsroom - Newsroom Ink
EngagingAudiences:Seafood’sDigitalVoice
TheOnlineVoiceofLouisianaandGulfSeafood
• Ascommunica<onsevolveworldwide
towarddigital,LouisianaSeafood
Newsistheonlydigitalvoicefora
majorityofthestate’sseafoodcommuni<es
• Addressesdemiseoftradi<onalnews
channels(e.g.TheNewOrleansTimes-
Picayunenowpublishedthree<mesa
week)
• Acrediblenewssiteaddressingindustryissuesthroughtheuseof
compellingstories(e.g.crisis
communica<ons,H-2Blegisla<onand
publicpercep<onissues)
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Louisiana Seafood Newsroom - Newsroom Ink
\
GroundbreakingApproach
• Dynamicnewsroomdrivenbybrand
journalism–reachingbothtradeand
consumerpublica<on
• Storieswrientoberead–repeatedinsocialandmainstreammedia
- Newsroomhasestablishedworkingrela@onshipswith
NOLA.com,Lafaye?eAdver@ser,
PerishableNews,BatonRouge
Advocate,SeafoodSource.com
aswellasahostofothers
• BecomesaGoogledindustryforum,as
wellasarespected,oen-quoted
sourceforseafoodnews
CreangaGreaterVoice:BrandJournalism
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Louisiana Seafood Newsroom - Newsroom Ink
BorninCrisis:LouisianaSeafoodNews
DevelopedDuringManmade
andNaturalDisasters
• LaunchedascrisistoolduringBPoilspillin2010
• Relaunchedin2012forHurricaneIsaac
• Newssitestaffedbyformerjournalist
- Postsbothoriginalandcurated
stories,photosandvideofrom
interna@onalmedia
• StoriespostonFacebookpages,LinkedInseafoodgroupsandTwier
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Louisiana Seafood Newsroom - Newsroom Ink
BuiltforBusiness:Newsroom’sGreaterPurpose
BuilttoAdvancetheBusiness,AligningCoveragewithBoard’sStrategicAgenda
Improveboardpracces -Execu@veprofilesonEwellSmith,Kris@nMcLarenandAshleyRoth
Expandresearchiniaves
-WorkwithLSUAgCenterandSeaGrantonvariousstories,including
VermilionBaySweetShrimpandAlligatorindustry
-WorkedwithDepartmentofWildlifeandFisheriesonvariousstories,
includingnewAsiancarpprocessingplant,andAgraTechInterna@onal
-WorkedwithSyscoLouisianaFoodsoninnova@ve,hand-selectedoysters
Improvemarkengandpricingefforts
-WorkedwithLSUAgCenter,SeaGrantandPortofDelcambreon
introduc@onofVermilionBaySweetShrimpgumbopack
-Numeroussalesinquiresfromnewsroomemails
Enhancetheeconomicsoftheindustry
-TVfilminginquiresincludedGermanTV,BBC
andna@onalrealityshow
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Louisiana Seafood Newsroom - Newsroom Ink
Rela<onshipsBuiltAroundtheGulf Coveragespansfromthewatertotheplate
• Storiesonfishermen,seafoodprocessors,industrycouncils,specialeventsandlegislators
• WorkedcloselywithLouisianaRestaurantAssocia@on,
aswellaschefs
• WorkedwiththeGulfOysterIndustryCouncil
• WorkedcloselywiththeGulfOysterIndustryCouncil,
LouisianaDepartmentofWildlifeandFisheries,Gulf
CoastSeafood,GulfTraceSeafood,OfficeoftheLt.
Governor,MarineFisheriesCommissionandLouisiana
StateUniversityAgCenter/SeaGrant
Showsvaluedrelaonshipsthroughoutenre
seafoodbusinesscycle
• Establishedworkingrela@onshipwithSyscoLouisianaFoods,thelargestseafoodsupplierinTexas
AlignedwithBusiness:ValuedRelaonships
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Louisiana Seafood Newsroom - Newsroom Ink
LeveragingCommunicaons:CreateOnceUseOen
NewsroomStoriesCuratedin
AnnualReportandOnlineExecuve
ProfilesandViceVersa
• LouisianaSeafoodAnnualReportfeatures
board’sstrategicagenda
• Shelflifeofnewsstorieswereexpandedin
theannualreport
• Annualreportservedasasourceforfollow-
on,newsroomcoverage
• Execu<veProfilesconstructedfromoriginal
newsroomstories
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Louisiana Seafood Newsroom - Newsroom Ink
ShowcasingExperse:KnownWorldwide
FeaturesBoard’sExperience
• Crisiscommunica<ons
• Issuesmanagement
• Reputa<onmanagement
• Soughtbygovernmentofficialsandbusiness
leadersworldwide
- OriginalstoriessenttoLouisianastate
andna@onalrepresenta@ves,aswellas
GulfCoastrepresenta@veswhen
appropriate
• Newsroomhighlightedduringrecentvisitsby
JapaneseandChinesedelega<ons
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Louisiana Seafood Newsroom - Newsroom Ink
DeliveringROI:BigReturnsandSmallInvestment
Analy&csSept1,2012–Aug1,2013
UniqueVisits:62,021
Pageviews:102,117
AvgVisitor:2pages
TimeonPage:2:30min.
U.S.Avgp.p.*:0:58
*TheNielsenCompany*Trafficrosemorethat32%sinceNewsroomInk
relaunchedsite.SourceGoogleAnaly<cs
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Louisiana Seafood Newsroom - Newsroom Ink
DeliveringROI:BigReturnsandSmallInvestment
Analy&csSept1,2012–Aug1,2013
TOPCOUNTRIES–153countriesandeveryUSstatehasaccessedthesite
1. UnitedStates
2. Canada
3. UK
4. Indonesia
5. India
6. Australia
7. Philippines
8. Japan
9. Germany10.France
11.Mexico
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Louisiana Seafood Newsroom - Newsroom Ink
DeliveringROI:Returnon$180000Investment
•LouisianaSeafoodNewsroom’sbudgetonly1.2%of
a$15Mcampaign
•Produc<onevalua<on:
o Wrote12originalar@cles,morethan400
newphotosand10originalvideosatacostof$79perstory
o Morethan40curatedstoriesfrom
interna@onalpublica@onsposted
•“Mul<pliereffect”includesmorethan1500
tradi<onalandonlinemediapickups:
o AssociatedPress:.3millionmonthlyusersas
ofMay2013*
o Times-Picayune/NOLA.com:1.9million
monthlyusersasofJune2013*;newspaper
circula@on1,109
o PerishableNews.com:41,500monthly
usersasofJune2013*
Analy&csSept1,2012–Aug1,2013
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Louisiana Seafood Newsroom - Newsroom Ink
“NewsroomInk’snewsandinforma<on
providedonLouisianaSeafoodNewshas
beenavaluableresourceforusin
educa<ngoursalesstaff,customersand
theconsumersaboutthecurrentstatus
oftheLouisianaseafoodindustry.
“Theup-to-datenewsandprofileshave
beenaconstantresourceforourweekly
marketreports.”
JimGossen,Chairman
SyscoLouisianaFoods,LLC
RecommendedbySeniorExecuves
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