We’re thrilled to share some exciting news that’s sure to inspire your own engagement strategies. Australian Community Media (ACM), a Viafoura customer, has launched an innovative new approach to recirculation that’s sparking conversations and delivering early results.
ACM, Australia’s largest independent publishing company, reaches 4.3 million Aussies monthly across 100 brands, and has always had a finger on the pulse of their communities. With a commitment to strong connections, trusted content, and insightful marketing solutions, ACM is always looking to engage audiences in new, innovative ways.
Coming off a recent Customer Corner session exclusively for Viafoura customers, ACM took inspiration from the cross-functional comment recirculation approach led by Philippa Law in the the Telegraph Conversations Newsletter. Eager to approach a similar ethos, ACM has started to integrate User Generated Content (UGC) from their web platforms into their print publications. The aim? To bridge the gap between traditional print and the vibrant digital sphere, adding value to digital subscription proposals and ultimately creating a new experience for conversion.
“We want to show them the quality of the discussion online, that is moderated and ensures they can engage with other subscribers and have their voices heard.” says Emily Sweet, Acting Managing Editor.
ACM’s senior newsroom leaders are taking an active approach in the community by engaging in topical stories and igniting dialogues by pinning comments and shining a spotlight on editor’s picks. The encouragement to engage is welcome by the trust in civility across the site with Viafoura’s full services content moderation suite aimed to build trust in both the community and editors to engage safely.
To ensure success, ACM has outlined the following strategic goals:
- Engage more readers to actively participate in discussions that hit home. By showcasing comments in print centered around topical discussions, print readers get a glimpse into the vibrant conversations online, enticing them to dive into the digital realm.
- Increase subscriptions by adding additional value points at every point in the reader funnel.
- Drive news stories and the voice of the community forward. Readers get a front-row seat to the thoughts of fellow subscribers, embracing a holistic view of pressing issues.
Early results have been promising – the spotlight on UGC in print stirred up even more engagement online, with readers spending more time soaking in the discussions. ACM is keeping a close eye on this trend, and we’re excited to see the impact unfold over the upcoming weeks.
“Cross-promoting our website commentary in print helps show already engaged readers that we are building a safe, online community that they can be part of.” – Emily Sweet.
As proud partners of ACM’s UGC journey, we’re looking forward to keeping you updated on more success stories and inspire you to take your engagement strategies to the next level!
