SKOLVÄRLDEN. Lärarnas Riksförbund (The National Union of Teachers in Sweden)

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1 SKOLVÄRLDEN Lärarnas Riksförbund (The National Union of Teachers in Sweden)

2 BACKGROUND Lärarnas Riksförbund The National Union of Teachers in Sweden members Exclusively for qualified teachers Wants to increase governmental control over school budget and curriculum Ok with diversified salaries, not afraid to promote individual star teachers For regulations regarding certified teachers and increased quality in the classroom

3 BACKGROUND The tools: The unions members and spoke persons. Lobbying and negotiations = The organisation s voice and strength. Skolvärlden, editorial brand = The journalistic voice and strength.

4 BACKGROUND Skolvärlden: 2009 LR outsourced Skolvärlden to OTW (full production and strategy) Total change of concept and strategy. Skolvärlden today is a multichannel editorial platform.

5 THE TARGET GROUPS All current members All potential members Politicians and legislators Opnion leaders and media

6 DEMOGRAPHIC PROFILE 32% 68% 32% ORVESTO Näringsliv 2016

7 INTERESTS

8 We aim for the content to: OUR CONTENT SCOPE Be useful = Content that the reader can use in his/her role as a teacher or learn something from. Describe the reality of swedish teachers. Real problems, real solutions. Be agenda setting. Put focus on the issues that LR want to promote. Get publicity in mainstream media. Loyalization: Reinforce the members choice of being a member of the right union.

9 THE TEACHERS ROOM

10 THE CHANNELS

11 copies per issue 10 issues per year THE MAGAZINE In depth stories and lighter material Content strategy varying over each calendar year Scores very high in reader surveys Launchpad for agenda setting stories

12 Nyfikenheten och upptäckar glädjen är stor när Jonny Norrbom tar med sina elever från Oxbacksskolan till Tom Tits Experiment. 34_Skolvärlden # NO, teknik, svenska och fysisk Text Sofia Stridsman Foto Jennifer Glans # Skolvärlden_35 Stor guide: HÄR FÅR DU KOLL PÅ LÄRARPODDARNA The effect of layout Debatt Intervju Digitalt Experter Medlemsfrågor Nyheter 9.1 UTGES AV LÄRARNAS RIKSFÖRBUND DE TOG PRISET SÅ UNDERVISAR GULDÄPPLELÄRARNA I skolan / Så gör vi full FART på lektionen aktivitet på en enda lektion. Att flytta undervisningen ut från klassrummet gör det enkelt att jobba över ämnesgränserna. Eleverna blir väldigt aktiva och det finns helt andra förutsättningar för att göra experiment, säger Jonny Norrbom, lärare i Södertälje som ofta besöker upplevelsecentret Tom Tits Experiment med sina elever. Om de nationella proven får större betydelse kan betygsinflationen hejdas. I dag är det stor skillnad på hur betygen sätts mellan olika skolor. sidorna Det stora Granskning Åsa Fahlén Gör om de nationella proven BETYGS- LOTTERIET

13 Agenda setting journalism Start debate Change / new position Define Topics Actual facts and figures Journalistic packaging Sell to mainstream media

14 CRED

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16 Daily news updates Quick news and longer pieces Variation in tempo, length and focus. Landing place for agenda setting stories. ~ sessions per month ~ visitors per month THE WEBSITE

17 YOUTUBE Min 1 video per month Teachers like longform! Topics like setting grades and how to improve in your role as teacher are popular 41,354 views on one video is the record holder Videos are embedded on site, promoted on Facebook and also gets traffic directly on Youtube.

18 THE NEWSLETTER subscribers Bi-weekly The best of the site Increases traffic to the website

19 THE NEWSLETTER

20 Daily updates FACEBOOK Stories from the website to drive traffic/ interest followers (Likes) Reach ~ users last 28 days Interactions: (likes, shares) last 28 days 80% of interacters are women 45 % of interacters are yrs old Only 7 % of interacters are yrs old

21 CONTENT How do we choose for our target groups? Attract the crowd the thing of the day Go your own way Dare to be narrow What content work best? Close to the teachers reality Inside the classroom or the teachers room

22 TOP RANKING CONTENT Salary Working environment Classroom tips

23 FIVE TIPS 1) Dare to test and experiment 2) Aim for going viral on social media 3) Get the rest of the media, local angles allows spreading 4) Go wide but don t forget the narrow 5) Have fun on

24 THANK YOU