How the New Zealand Herald Reaches its Readers on Social

We talked to the New Zealand Herald’s Mobile and Engagement Editor, Hannah Sarney, about approaching new platforms at a 150-year-old newspaper brand. 

Every few weeks, we talk to a media professional about their job, how they’re using social media to reach readers, and what they’re learning in the process.
Hannah Sarney is the Mobile and Engagement Editor at the New Zealand Herald, New Zealand’s leading online news source. We recently talked to her about attracting new readers on social media, and telling stories effectively through social media.

1) Can you explain your role at the New Zealand Herald? 

I’m the Mobile and Engagement Editor. I manage and develop the Herald’s mobile and social operations while also advocating for the platforms internally. Essentially, I work as a lobbyist and translator between editorial, product and marketing.
I work closely with the analytics team to monitor how our readers are responding to new developments – both in stories and products.
It’s also a hands-on role. During breaking news I either contribute to, or run live updates. Day-to-day, I work with the other editors to enhance our articles and boost engagement – utilising social media, the photo and video desks, and the data team.
I spend whatever spare time I can find researching new tools and trends. It can get a bit busy!

2) How has the NZH been adapting its content for digital and mobile readers? 

There’s been an enormous cultural shift; the thirst for information about digital readers and platforms is unquenchable. The existence of my role is an obvious example – a 150-year-old newspaper brand now has an established Mobile and Engagement Editor. What a thought for those people who finalised the first edition!
We’ve pulled the analytics team into the newsroom, invested in tools like Spike and Chartbeat, and put the results on screens next to all of our editors.
However, our priority remains the stories, and the best way to serve those stories. These days there are a lot of platforms to consider, and every story deserves the chance to be launched on the one that suits it best.
The most recent adaption has been shifting our mid-morning news meeting to 8.30am. It starts with a run through of what stories are working the best, and on which platforms. We question what needs more attention while a lot of eyes are on it, or what we need to pick up. From that basis, we’re able to run the traditional news meeting format – going through the news diary, highlighting scoops, and building filing plans. The online editors kick off each editorial meeting throughout the day with the same information – what’s working, where, and how it’s changing.

3) How do the NZH reach new readers on social media, and how important a vector is it for you? Can you give some examples of stories that were told through social media?

It’s tremendously important; we always want to reach and engage with new readers.
Setting and/or involving ourselves in the national conversation is the most effective way to reach new readers. We also have to do that on the platforms where they’re actually looking – that varies story-to-story and day-by-day. We use tools like Spike and Chartbeat to quickly see what’s working and where. We have an ‘incubator’ group enthusiastically keeping on top of new tools and trends that may help, and debating how we can implement them.
A recent example was the Cricket World Cup final. While New Zealand didn’t fare so well against our rivals, Australia, the conversation around the game was one of deep admiration for the Kiwi team. We had been pushing out live updates throughout the game on our various social accounts, but we earned the best and widest response from sharing the thoughts of our newsroom and the nation: a photo of the team embracing with the line #PROUD. It took off and we were proud of it.

When the Black Caps arrived home after the World Cup, Periscope had conveniently just launched so we live streamed exclusive interviews from the red carpet – all with my iPhone. Magic.
Another example was the story about the English twins who look absolutely nothing alike. Spike showed us that the story was finding social success around the world. Like a lot of news outlets, we ran the story but we found a point of difference that became our social hit. Our Life & Style Editor, Nicky Park, got in touch with a Kiwi mother who had twins who were also strikingly different. We published that unique, local angle – on a global conversation point – and it was a big success both in terms of engagement and referrals.

4) What platforms are you present on, and which drive different engagements? Where are your readers coming from? 

The various Herald brands are present on Facebook, Twitter, Instagram, Google+, This., and Periscope. We don’t have a big team, so we’ve had to focus on what works (while slipping in a few new and exciting platforms). We maintain the most engaged news fan base in New Zealand.
All the platforms drive considerably different engagements. Facebook drives the majority of our social referrals; to an extent it dictates the traffic to our mobile site. Twitter drives conversation and debate (especially during live events), and Periscope is a whole new world.

5) Can you tell us more about the NZH’s use of Spike?

I’m a big fan of the Spike app. It’s a helpful start to my day. It goes on to be how I inform other editors at a glance, wherever I am, about what’s working on social.
As a team, we toggle between ‘Highest Velocity’ and ‘Facebook’ as filters – keeping an eye on the differences between the 3 hour and 12 hour periods. Facebook is a huge referral driver, so it’s great to be able to see what’s working specifically on Facebook in New Zealand and around the world.
Previously in this series:
Heather Bowen, Mirror Online
Shauna Rempel, Global News
Ashish Patel, NowThis 

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