1. Telling stories in a digital age

2. In briefChanging consumer trendsChanging content trends Making most of digital landscapeWeve come a long wayPartnerships how brands are utilising these innovations 3. Weve come a long way From Manchester newspaper to global digital news brand 4. Our digital journey Conversations began in 18c coffee houses 5. Our digital journey199619992010the whole picture 6. And now Diversity is keyThe Guardian in PrintGuardian WeeklyThe Guardians desktop sitem.Guardian .co.ukiPad EditionThe Guardian Kindle EditionGuardian on FlipboardWindows AppBlackberry 10 AppAndroid AppiPhone AppGuardian Eyewitness for iPadGuardian on Google CurrentsGuardian Witnessthe whole picture 7. we reach a global audience across 1000+ devices in 2013 ~85 million monthly unique browsers on Web, Mobile & Tablet UK 26 m unique browsers North AmericaEurope minus UK27.8m unique browsers11 m unique browsersAsia 8.6m unique browsersSouth America 1.0m unique browsersOceania Africa 2.0m unique browsers Source: Omniture Site Catalyst June 20133.9 m unique browsers 8. What has our strategy been? 9. A digital vision from the topThe Guardian is unique: it has no owners beyond a Trust which ploughs back all its profits into journalism. Its staff are free to think and write what they want. Their only relationship is with the readers. Guardian readers are passionately committed to the values and mission of the paper. One way of describing the mission is to change the world one word at a time. Alan Rusbridgerthe whole picture 10. Key initiative: Re-imagine StorytellingWere answering:How do we take better advantage of the flexibility of digital to tell better stories? How do we use behavioral data to better target content? How do we make better use of graphics and interactive? Whats the best method to scale our design in a responsive Web approach? 11. Multimedia: Firestorm story17 minutes Users: over 100,000 Dwell times:A ground-breaking multimedia project that blends 1) longform writing, 2) video documentary, 3) audio material, 4) and interactive elements. 12. Key initiative : Digital First Journalism Our content is informed by live data/ consumer trendsWere answering:How do we embed audience understanding throughout the organisation? How do we encourage the behavior we want out of a digital newsroom via our tools? How do we get journalists excited about the capabilities of digital ? we best train & educate the team? 13. Digital First Journalism John Henley 14. We put data at the center of everything we do 15. Each one of these mobile phones is an infinitely powerful publishing system Alan Rusbridger, Editor-in-chief, the Guardian 16. Access to news anywhere, anytime What will this mean for newspapers in the future?Five years from now, what will your average reader look like? He or she will have an ultra-powerful tablet, and a subscription on that tablet. The knowledge about the readers and the things they care about will be much greater than today. The evidence is that newspapers will thrive in this new modelEric Schmidt interview with Alan Rusbridger the whole picture 17. Audience growth is driven by digital and cross-platformGNM weekly total audience by platform 6,0005.3m'000s people per week5,0004.6m4.9m4.1m 24%4,0005.5m31%43%45%22% 3,00021%20%Digital only19%Print + digital22%25%34%30%201120122,0001,00057%56%49%Print only-200820092010Source: GNM Total Audience, Wave 2 2012the whole picture 18. Accessing content by time of dayBreakfastCommuteMorningLunchAfternoonCommuteEveningBedSource: Touchpoints 4 the whole picture 19. Open journalism gives a more complete picture. And we do it because, if we dont open ourselves, people will simply do it elsewhere. Why compete when you can collaborate? Its better commercially. Alan Rusbridgerthe whole picture 20. Open storiesthe whole picture 21. Open has changed the way we operateOur cultureiOur communicationsChanging the way we workiOur contentCommerciallythe whole picture 22. How do we harness these innovations to create better partnerships? Putting content and relevancy at the heart of what we do. 23. GuardianWitness Operationalising Citizen Journalismthe whole picture 24. GuardianWitness Video Operationalising Citizen Journalismthe whole picture 25. Positive sentiment improvement (improvement since Witness launch) % sentiment of conversations about EESource: Keller Fay Talk Track; EE brand = EE only (excl. Orange and T-Mobile) the whole picture 26. Brand USA 1 in 4 of British adults talking about US travel were GNM readers3.3% of GNM Audience talked about travel to the US in May 20130.5% of GNM Audience talked about travel to the US before the campaign the whole picture 27. Brand USA videothe whole picture 28. Zurich Insurance Life Navigatorthe whole picture 29. Summary of resultsOver 93k UUs Recall was 35% vs 26% GNM benchmark 71% of users recommendIncrease scores across key brand termsthe whole picture 30. 5 tips for delivering great contentKnow your audience Find the human story Work with experts in story telling Be flexible Add valuethe whole picture