1. Connecting news and insights
Andrew Cornell
BlueNotes Managing Editor
@ajcornell

2. What is BlueNotes?
Published by ANZ – BlueNotes is a website, newsletter, forthcoming app, events
Forum for insight, opinion, research and news about the economy, financial services, investment and society
Two thirds ANZ content – economic research, exec opinion, insight – one third external
Critical role in the transformation from old to new media – internal and external
Broad business audience – industry, clients, staff, policy makers, academics, investors
Diverse content - comment, analysis, features in text, video, photography, new media

3. Digital media is changing the way people consume information

4. BlueNotes is part of the shift from old to new
Challenges
Opportunities
Audiences are changing
Growing, changing social media usage
Multiple sources of news/intel
Next gen stakeholders are digital natives
Reach audiences whose opinions affect ANZ
Leverage social media channels to distribute content, drive conversations, enter debate
Build stronger, more precise engagement
Influence is shifting
Traditional media shrinking but audiences more hungry for news and insight
Audiences source agnostic, distinguish between good/bad not corporate/traditional
Produce quality, shareable content
Quality first and foremost
ANZ already has widely used, respected content eg economics, insight
But distribution haphazard
Pent up demand within ANZ
Social media and quality content a vital business tool
Want an “objective” view on internal news
Better coordinate channels for a socially enabled enterprise
Being social increases employee engagement, transparency and external trust
Keeping ANZ brand and content available
Not just content but rethinking corporate communications
Direct dialogue with key influencers
Strengthen internal alignment
Help unite ANZ employees behind strategy, build reputation for innovation

5. The Publisher The Managing Editor The editorial team
The BlueNotes team
The Publisher
Paul Edwards – Group head of ANZ Communications, key champion of BlueNotes, final approvals, strategy
The Managing Editor
Andrew Cornell - award winning journalist, 20 years Australian Financial Review as associate editor, senior writer and columnist. Writing, commissioning, editing, internal and external event moderation, strategy.
The editorial team
Website Manager and Editorial Producer: Jennifer Farmer
Senior Production Editor: Shane White
Associate Editor: Stephen Ries
Authors: ANZ and external experts. All recognised thought leaders in their fields.
Managers Social Media: Francesca Rizzo, Shane White
Photographers: Arsineh Houspian, Jennifer Farmer
Video production: Greg Szopa, Guy Thompson
Editorial Panel: Paul Edwards, Andrew Cornell, Stephen Ries, Jennifer Farmer, Shane White, Amanda Gome, Francesca Rizzo

6. Tactics BlueNotes’ objective Key Outcomes
Demonstrate ANZ’s regional ‘insight’ in order to create new opportunities for direct dialogue between ANZ and opinion makers, business clients/peers and other stakeholders.
Strategy
Socially-enabled communications function at ANZ
Connect insights between Australia, New Zealand and the Asia-Pacific region
Enhance ANZ’s reputation as a source of insight and innovation
Tactics 1
Shape Asia Pacific conversations: 2
Self-publish: 3
Give employees a voice: 4
Expand third party alliances
Key Outcomes
Reduce dependence on traditional media, engage new audiences
Improve executive thought leadership
Contribute to public discussion and build common ground on issues relevant to ANZ’s super regional strategy
Increase fundamental brand value

7. BlueNotes has changed ANZ communications
Commentators go to BlueNotes for the first take on news and results
Media outlets are imbedding BlueNotes content into their own coverage
Media is using BlueNotes content as stories, source material and opinion

8. Visually rich and DIFFERENT content – images, infographics and video
Content Creation
Visually rich and DIFFERENT content – images, infographics and video
Rigorous editorial standards - content always edited in-house, not marketing driven
Co-publish with external experts and respected organisations, build partnerships for engagement
Aim for conversations not broadcasts
Traditional media challenged but still vital; develop partnerships to provide quality content
Audience driven
Links to other social media platforms

9. Niche influential audience
News wires
Economists
Digerati
Mainstream media
Regulators
Investors
Niche media
Policy advisers
Analysts
Comms
Politicians
Fund Managers
Marketers
Government
Private investors
Corporates
Academia
Media/influencers/investors Customers Staff
Total audience: ~200,000
International & Institutional
Medium business owners
Small business owners
Prospects
Entrepreneurs
Wealth/investment
Not retail
Total customers: ~8 million
Exec Grades 1&2 (300 people)
Economics/research
Financial advisers
Comms/Marketing/Ambassadors
Subject matter experts
Grades – (6,000)
Relationship managers
Prospective staff
Talent programs
Mindset: Aspiring professionals, relationship builders, experts
Total staff: ~10,000

10. Geographic readership
Audience snapshot
The age of our readers
30,000 average monthly unique browsers
60,000 average monthly page views
5:00 min average session duration
242,000 unique visitors since launch
4,800 newsletter subscribers
4,800 twitter followers
Geographic readership
What role do our readers have? 7%
Asian readership
80%
Australian readership 8%
New
Zealand
readership

11. Connecting news and insights
Andrew Cornell
BlueNotes Managing Editor
@ajcornell