"News to Protect": Disrupting the information!

For the sixth consecutive year, the French edition of the HubForum was held from October 5 to 6 in Paris. ALL NEWS  |  Innovation
Oct 28, 2015

For the sixth consecutive year, the French edition of the HubForum was held from October 5 to 6 in Paris. Designed for main players and leaders in the digital ecosystem, this year's motto was "Disrupt or be disrupted!". With around 1 500 participants, this event brought together digital experts, government representatives, Corporates CEOs (Renault, Orange, Microsoft, Facebook etc.), and 80 speakers who shared their experience and best practices on customer experience, digital, big data, and explained how traditional companies can turn into tomorrow's leaders.

Audrey Brahim, Digital content manager at AXA France, attended the event and came on stage to explain how digital and social media can support innovation strategies, with the example of AXA France's new media website: "News to Protect". Its editorial line could be summed up with the baseline "Our world is changing, so is our protection". Trying to capture the trends and main stakes of the industry, the website give insights and points of view of experts on risks, social issues that could have an impact on protection, and the future of protection.

"News to Protect" is also taking its distance from the traditional and corporate top-down approach by including journalistic and collaborative content (some contents are jointly made with opinion leaders or influencers), and sharing features are available all over the website.

From a technical perspective, visitors can share (on social media) and comment on published content, and the website was designed in full responsive web for a mobile and tablet use. So far, it has generated more than 80 news and attracted around 250 000 visitors with an engagement rate of 55% on Facebook!

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