How Stomp uses its WhatsApp service to citizen journalists · WhatsApp is the #2 leading social...
Transcript of How Stomp uses its WhatsApp service to citizen journalists · WhatsApp is the #2 leading social...
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How Stomp uses its WhatsApp service to activate and empower 5 million citizen journalists
Recognising WhatsApp’s growing prominence
• Singapore has 4th highest usage of WhatsApp in the world
• Leading social network in Singapore is WhatsApp with 46% penetration rate
• WhatsApp is the #2 leading social media platform worldwide
• WhatsApp is the #1 most used messaging app (active users in million)
Source: Statista
Features of the service
• Launched in Jan 2016
• Subscribers receive breaking news
updates and daily news alerts
• Be in the loop about the latest Stomp
activities e.g. contests
• Users can contribute reports anytime
and anywhere
• Some of our best stories were
contributed via WhatsApp
• Connect with readers on global scale and
get scoops from outside of Singapore
Benefits of the service
• FREE!
• No size limit like emails
• No hassle of filling in any
details, just snap and send
• Effective and open two-way
communication, get quick
replies to any queries from the
Stomp editor himself
• High engagement and
interaction with users
Trolling back
A personal touch that no other subscription service has
• Feel like you are talking to a friend,
through our use of conversational
tones, colloquial terms, emojis etc
• Strong bond with users who
regularly sends us well wishes
• It s hat gi es Sto p a edge o er other publications
Don’t just consume content: Be part of it
Activating and empowering
audiences to go beyond reading and
reporting using WhatsApp
Effective tool for breaking news
Effective call-to-action:
• WhatsApp s o -the-go nature allows
us to receive reports at all time of the
day and as soon as something happens
• We send out requests for info and
appeals for help to our large user base
• We get to update developing stories
and alert readers on the latest scoops
Recognising unsung heroes
• Young student who was hailed a hero for aiding accident victims
• Viral story on Facebook that was covered by several publications
• E er o e heard o s stor
• But what about those whom
he had helped and the lives
he had touched?
• Stomp wanted to offer
readers the full stor … a d we did
• A reader informed Stomp via
WhatsApp that one of the
accident victims was looking
for the boy who helped her
• Stomp contacted her and
offered to help arrange a
meet-up between them
Going the distance to tell the full story
• Stomp arranged a time and venue
for both parties to meet
• Got an exclusive and emotional
interview with the woman, which
no other publication had
• The woman got to say her thanks
personally as well as present the
boy with a customised gift
• Perfect ending and wrap-up to a
viral story that tugged at the
heartstrings of the public http://bit.ly/2kz7VCW
Reuniting owners with prized possessions
• Man lost his gold chain which
is family heirloom of 33 years
• He reads Stomp daily and
decided to try his luck in
posting a report
• We broadcast his appeal and
report to our entire
WhatsApp user base
• The very next day, a fellow
reader saw the Stomp report
and realised he might have
found the chain
• The reader then contacted
Stomp via WhatsApp
• Stomp verified that it was the
same gold chain in question
• We arranged for both parties to
meet at our office that very same
evening
• Both men not only exchanged
the gold chain and reward, but
also swopped numbers and
made friends
Forging new friendships
http://bit.ly/2kqvYF4
Bringing hope to readers
• Woman posted on Facebook about
finding a ring, which we published an
article about
• We also shared the article with our
WhatsApp user base
• The next day, the owner messaged
Stomp via WhatsApp to identify herself
and prove her claim
• The same evening, we arranged for
both parties to meet at our office
• Not only was the ring returned, the
grateful owner also showered
everyone with thank-you gifts
I had lost all hope
of finding it. http://bit.ly/2jvbH2G
Using our online presence for public good
• Stomp received a
contribution via WhatsApp
from a reader who had
found a wallet
• We posted an appeal
looking for the allet s owner and broadcasted the
Stomp article to our
WhatsApp user base
• The same evening, a reader
responded by creating a
group chat consisting of his
frie d aka the allet s owner, himself and Stomp
on WhatsApp
Spreading happiness
• Stomp arranged for both parties to meet at our
office the following day
• The allet s o er as so o er hel ed ith gratitude after getting his item back that he gave
the Stomper a red packet, Chinese New Year
goodies and chocolates
• All parties i ol ed lauded Sto p s e te si e social media reach and efficiency
"I was shocked that Stomp was able to find
the owner within such a short time frame." http://bit.ly/2jXeUH2
Fast-growing user base
3,240 subscribers in less than a year (as of Dec 2016)
• Servi g o te t to readers dire tly… a d they love it
Testimonials and feedback
Testimonials and feedback
Accolades
• Sto p s WhatsApp
service won the Silver
A ard for Best Ne s Mo ile Ser i e at the
Asian Digital Media
Awards 2016 and was
o i ated for Best I o atio at the SPH
Digital Awards 2016