05. Dialogue and communication with stakeholders Annual Report 2013 85 cess to all Santillana digital materials. This initiative was designed to provide greater service to teachers, and offers, anytime and anywhere, numerous resources: lesson plans, multimedia, news, training seminars, etc. The online teachers’ community at e-vocacion now has more than 60,000 members who avail of a range of educational materials and other high added-value services such as online learning, interactivity and discounts for the leisure sector. In 2012, Santillana Educación also launched the new website www.santillana.es which helped to improve visitor numbers and fostered the continued loyalty of users: ƒƒ More than 10,000 registered users, between parents and teachers. ƒƒ 18 % increase in visits compared to 2011. ƒƒ +200 % page views compared to the previous year. ƒƒ The abandonment rate fell from 70 % to 30 %. Other examples of initiatives that seek to engage the user was the summer campaign “Santillana Vacations” in which competitions were launched online for the whole family and which included multi-channel communications strategies and marketing (advertising in relevant media and emailing to internal and external lists, bloggers, and so on). Also, throughout the year, we created specific discussion groups on the social networks such as ICT in Education which attracted more than 1,000 followers, who debated the application of new technologies to education. Quick surveys were conducted on our websites about potential product enhancements and new initiatives, and we provided ongoing support to users’ queries via Facebook and Twitter. Internet is changing the way we reach the entire school community (and not just teachers). New profiles were therefore created on the web to provide answers and content to other stakeholders (parents, students, journalists, retailers, bloggers, etc). The launch of the online store that allows the purchase of licensed products (libroweb) and the availability of some products in Apple Store are significant steps in the digital transformation of the publishing business. SANTILLANA is committed to strategies that will improve the distribution of products, to building relations and developing greater interaction with different audiences, and to acquiring increased knowledge of customers and their experiences in relation to SANTILLANA. This is key to optimizing their loyalty. PRISA Noticias The different media belonging to PRISA Noticias are in close contact with their readers via Internet. The new El País website, which was completed in 2012, encourages participation and interaction with readers. Thanks to its new news format, the live blogging platform Eskup -which is also a social network- also allows readers to write their comments and to archive them. This also encourages them to participate in open chat channels on certain topics. We also launched collaborative initiatives such as the series Talentos, because we consider El País’s commitment to creativity to be as important as its commitment to its readers. The new Cultura portal invited readers to send samples of their creativity and we received over 3,000 entries by email, including a micro-poem, samples of graphic design and a short film. The best entries were displayed in the digital edition. During 2012, we gave new impetus to 2.0 communication channels. El País’s main Twitter account @el_pais, has 2,220,000 followers (as of January 25, 2013), meaning we’ve doubled the number of followers in just one year. We have 29 Twitter accounts in total, for specific sections (Politics, International, Culture and Sports) and for specific events or for certain coverage. El País possesses a number of communication tools such as the Readers’ Editor and a letters page. There are also spaces on opinion pages where readers may comment on the issues that affect them. The Letters to the Editor page is a direct way for keeping channels of communication open between readers and the paper, and fosters the development of reader identity and loyalty with the newspaper. Readers and subscribers may also contact the paper directly by phone (902 119 111).
PRISA Annual Report 2013
To see the actual publication please follow the link above