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#INNDay14 - Texas Tribune

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Tim Griggs, the Texas Tribune's publisher and chief operating officer, provides an overview of . Lightning Round presentation at INN@IRE Day 2014, Investigative Reporters & Editors conference, San …

Tim Griggs, the Texas Tribune's publisher and chief operating officer, provides an overview of . Lightning Round presentation at INN@IRE Day 2014, Investigative Reporters & Editors conference, San Francisco, June 26.

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  • 1. INN @ IRE Day 2014 Lightning Round Presentations Visiting research fellow, 2013-14 academic yearJake Batsell @jbatsell jbatsell@smu.edu Assistant professor, Division of Journalism Investigative Reporters & Editors Conference #INNDay14 San Francisco June 26, 2014 MODERATOR http://j.mp/innday14
  • 2. Texas Tribune Lightning Round • @TTgriggs • 6.26.14 “If we have data, let’s look at data. If all we have our opinions, let’s go with mine.” Tim Griggs Publisher & COO tgriggs@texastribune.org Jim Barksdale, ex-CEO of Netscape
  • 3. Texas Tribune Lightning Round • @TTgriggs • 6.26.14 At the Tribune, we’re building a test-and-learn mentality and a new culture of data-driven decision making. Winner!
  • 4. Texas Tribune Lightning Round • @TTgriggs • 6.26.14 We’re leveraging several types of data: Usage analytics Site (GA) Email (MailChimp), Social (FB Insights, Twitter Analytics) Custom research Quantitative surveys (audience, sponsors, event attendees) Formal (but cheap) qualitative feedback Online focus groups Informal qualitative feedback Usability lab, usertesting.com 1 2 3 4
  • 5. Texas Tribune Lightning Round • @TTgriggs • 6.26.14 Ways in which we’re testing: Some of the things we’ve tested so far: 1.  Daily email send times (6 a.m. wins) 2.  Social post times (mid-morning Tuesdays are king) 3.  Tagging public figures in social posts (extends reach and interaction) 4.  Opt-out on email newsletters (+1,000 new starts in 2-week span) 5.  Membership calls-to-action (“Join” beats “Contribute”) A/B testing Before-and-after testing User testing 1 2 3