“What happens when informed citizenship, civic engagement and public service are the primary objectives?” Pete Clifton - PowerPoint PPT Presentation

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“What happens when informed citizenship, civic engagement and public service are the primary objectives?” Pete Clifton

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  1. “What happens when informed citizenship, civic engagement and public service are the primary objectives?” Pete Clifton Editor, BBC News Interactive bbcnews.com

  2. Election 2005!

  3. Election 2005 - objectives • Be the best for news, results, analysis

  4. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process

  5. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision

  6. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision • Get readers involved

  7. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision • Get readers involved • Get the BBC involved

  8. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision • Get readers involved • Get the BBC involved • Use the best interactive tools

  9. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision • Get readers involved • Get the BBC involved • Use the best interactive tools • Have some fun

  10. Election 2005 - objectives • Be the best for news, results, analysis • Explain the election process • Help people make a decision • Get readers involved • Get the BBC involved • Use the best interactive tools • Have some fun • Make use of audience research first…

  11. Best for news

  12. Explain the election process

  13. Explain the election process

  14. Help people make a decision

  15. Get people involved

  16. Get the BBC involved

  17. Get the BBC involved

  18. Best interactive tools

  19. Best interactive tools

  20. Best interactive tools

  21. Have some fun

  22. Traffic to bbc.co.uk/election2005 • 69m page impressions over four weeks (21m in 2001) May 6 • 50m page impressions overall • 5m unique users • 2.5m accesses to interactive maps • 2.4m postcode results searches • 300,000 users of video

  23. It worked because…

  24. It worked because… • Audience research first – we’re too close

  25. It worked because… • Audience research first – we’re too close • Planned for nine months

  26. It worked because… • Audience research first – we’re too close • Planned for nine months • Identified a series of mini-projects

  27. It worked because… • Audience research first – we’re too close • Planned for nine months • Identified a series of mini-projects • Weekly planning and design meetings

  28. It worked because… • Audience research first – we’re too close • Planned for nine months • Identified a series of mini-projects • Weekly planning and design meetings • Sold to rest of BBC – ignored dinosaurs

  29. It worked because… • Audience research first – we’re too close • Planned for nine months • Identified a series of mini-projects • Weekly planning and design meetings • Sold to rest of BBC – ignored dinosaurs • Used a big, united team

  30. Long term benefits…

  31. Long term benefits… • More audience panels as part of coverage

  32. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News

  33. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News • More content sharing across BBC News

  34. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News • More content sharing across BBC News • Better cross-promotion from BBC News

  35. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News • More content sharing across BBC News • Better cross-promotion from BBC News • Interactive tools we can re-use

  36. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News • More content sharing across BBC News • Better cross-promotion from BBC News • Interactive tools we can re-use • Clearer idea on blogs, readers’ content

  37. Long term benefits… • More audience panels as part of coverage • Closer planning with rest of BBC News • More content sharing across BBC News • Better cross-promotion from BBC News • Interactive tools we can re-use • Clearer idea on blogs, readers’ content • We’ll remember the audience needs

  38. Over to you! Pete CliftonEditor, BBC News Interactivebbcnews.combbc.co.uk/newsbbc.co.uk/election2005pete.clifton@bbc.co.uk