05. Dialogue and communication with stakeholders Annual Report 2013 89 This is the case of Objetivo cupcake perfecto written by Spain’s hottest food and pastry blogger, Alma Obregon, who has clocked up over 12 million visits to her blog and has a profile on Facebook with more than 40,000 fans. In addition, the Facebook profile of El País-Aguilar went from 1,500 to 7,000 followers in one and a half months thanks to a contest and promotion by the author. This title, developed in the innovative iBooks Author format, has become a phenomenon among food lovers. Several weeks before publication, the book was already in the Amazon Top 100 thanks to pre-sales. Almost 15 % of sales have been for the electronic version, which we have also published in English in order to access new markets. The second edition of this multi-touch illustrated title was developed in the iBooks Author format, that allows users to access interactive, multimedia content, with full color images, 3D, video and audio. We’ve even included a video-collage made up of the photos sent in by the author’s followers. Internet has proved to be a veritable focus group composed of millions of users where we can test, dry run and improve our products and services. Reader participation has enabled the Facebook profile of the successful Australian author Kate Morton to reach over 12,000 followers. This page remained active by exploiting different ways of going viral such as competitions and signed book giveaways, etc. The rise of mobile use means that increasingly more people use smartphones and multifunction devices such as the Kindle Fire, iPad Mini or the new tablets from Fnac and Casa de Libro to access the Internet and social networks and for reading. Publishers must provide readers with appropriate content for these devices, whether it be short texts to read on the subway or more engaging content in advanced formats. An example of integration between content and social networks is the novella Ghostgirl: Xmas Spirit, whose profile in Facebook now has nearly 350,000 followers. Digital products and services by IneveryCREA, Tareas y más and Edusfera also exploit the power of social media and are used as special promotional resources for communication and positioning projects and applications. Of note is the social media space Hay Otra Manera, that enables us to interact with users of Tareas y más and Apps. There are also communication endeavors based exclusively on social networks such as Regale carbón digital (Give digital coal) last Christmas. PRISA Noticias 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. Some blogs also have their own Twitter account, such as De mamás & de papas and Quinta Temporada, and a total of 212 El País journalists have a Twitter account. Meanwhile, the sports daily As is also present in all the significant social networks.Throughout 2012 there has been a notable shift in follower preferences. Whereas Facebook used to be the network to stimulate most
PRISA Annual Report 2013
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