SKOLVÄRLDEN Lärarnas Riksförbund (The National Union of Teachers in Sweden)
BACKGROUND Lärarnas Riksförbund The National Union of Teachers in Sweden 90 000 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
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.
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.
THE TARGET GROUPS All current members All potential members Politicians and legislators Opnion leaders and media
DEMOGRAPHIC PROFILE 32% 68% 32% ORVESTO Näringsliv 2016
INTERESTS
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.
THE TEACHERS ROOM
THE CHANNELS
92 000 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
Nyfikenheten och upptäckar glädjen är stor när Jonny Norrbom tar med sina elever från Oxbacksskolan till Tom Tits Experiment. 34_Skolvärlden #3-2016 NO, teknik, svenska och fysisk Text Sofia Stridsman Foto Jennifer Glans #3-2016 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 18 25 Det stora Granskning Åsa Fahlén Gör om de nationella proven BETYGS- LOTTERIET
Agenda setting journalism Start debate Change / new position Define Topics Actual facts and figures Journalistic packaging Sell to mainstream media
CRED
Daily news updates Quick news and longer pieces Variation in tempo, length and focus. Landing place for agenda setting stories. ~120 000 sessions per month ~80 000 visitors per month THE WEBSITE
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.
THE NEWSLETTER 74 000 subscribers Bi-weekly The best of the site Increases traffic to the website
THE NEWSLETTER
Daily updates FACEBOOK Stories from the website to drive traffic/ interest 8 600 followers (Likes) Reach ~297 322 users last 28 days Interactions: 35 722 (likes, shares) last 28 days 80% of interacters are women 45 % of interacters are 35-54 yrs old Only 7 % of interacters are 25-34 yrs old
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
TOP RANKING CONTENT Salary Working environment Classroom tips
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 6) @skolvarlden on
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