1. - news:rewired 27th May 2011 -
Knowing your Audience
@johnmnbarnes
MD Digital Incisive
Media
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
2. Knowing your audience news:rewired 27th May 2011
Platforms
Mobile Web Print
Immediate Informative Reflective
News the core News + Analysis the Analysis + Features
offering core offering + Interviews the
core offering
Quick reference is Video is vital
expected Education is the
Research + Exploration mindset
Quick fix is the the user mindset
mindset Serendipity a core
Core for social media part of the
A close second for experience
Social media Reference library or
archive is expected
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
3. Knowing your audience news:rewired 27th May 2011
Practices
In the past journalists would:
Research
Write
Publish
& Repeat....
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
4. Knowing your audience news:rewired 27th May 2011
Now the relationship between a story and an audience is ongoing
Journalists still have to research, write and publish but they also need to:
● Make content visible
● Curate
● Develop the story
● Own the content
● Cater for the ‘Niche’
● Interact with audience
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
5. Knowing your audience news:rewired 27th May 2011
Make content visible
No piece of content is an island, it should
connect to other relevant content across the
wider internet
● This increases authority and makes
reciprocal links more likely
Descriptive, relevant headlines and SEOed text
make articles more visible from outside our
sites
Tagging, categorisation and internal links make
content move visible within our sites.
Social media, blogging, commenting, increase
visibility further
All of this requires both demographic and
behavioural data about our audiences in
realtime
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
6. Knowing your audience news:rewired 27th May 2011
IFAonline have been doing a lot of work looking at email bulletins experimenting with content
types, headlines, style and language
Varying content, improving headlines and
adopting more advisory tone , whilst monitoring
and tweaking bulletins, has significantly
improved open and click through rates leading
to more traffic and dialogue with readers through
comments, polls and trials
Before
25%
PI Increase
Mar - Apr 2011
After
Print or web headlines were not well suited for
20%
CTR Increase
effective email bulletins, analysis of favoured
Mar - Apr 2011
words and themes, based on heatmaps and
clickthrough rates have made engagement
with readers more effective and intereactive,
driving up comments on site
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
7. Knowing your audience news:rewired 27th May 2011
BJP have created a new set of key phrases based on google keyword analysis to make sure
their journalism covers their audience expectations
25%
Increase in visitors
using search term
‘Professional
Photographer’
Before After
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
8. Knowing your audience news:rewired 27th May 2011
A closer look at video...asking users what they want still works!
We surveyed eight different B2B brands in August 2010
● Focusing on consumption of and attitudes towards video
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
9. Knowing your audience news:rewired 27th May 2011
Audience preferred times of day / Timing for watching work-related videos
50% AA
Watching work-related video is 45%
Time of FD
seen as a “downtime” activity by 40%
day
35% CTG
many 30% CRN
25%
20% V3
15% Broking
10% Post
5%
0% LW
First thing in While During In your During In the
the morning commuting morning lunch hour afternoon evening at
work hours at work work hours home
Responses from users who watch at least some video
70%
Preferred duration is less than five
minutes and preferably less than 3 60% AA
minutes 50%
Preferred FD
duration CTG
40% CRN
30% V3
Broking
20% Post
10% LW
0%
< 1 min 1 - 3 min 3 - 5 min 5 - 10 min 10 min +
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
10. Knowing your audience news:rewired 27th May 2011
Audience preferred frequency of updates / programme types
60%
Once per week the most popular
50% Work-related AA
choice for new video frequency at How often should FD
~50% of all users 40% this site provide CTG
new videos? CRN
30%
Surprising consistency across all V3
sites 20% Broking
Post
10% LW
Significant numbers (~ 1 in 5)
expect daily videos even on brands 0%
with lower estimate of importance All day Once a day Once a Once a Less often None
week month
of video (LW, AA)
90%
AA
80%
70% FD
Programme preferences are quite 60% CTG
varied by brand 50% CRN
40% V3
30%
Whiteboards/narrated slideshows, 20%
Broking
Post
news roundups and video reviews 10% “would like to watch”
LW
the most popular formats 0%
i le
ar
n
rd
le
og
p
w
e
s
w
io
du
in
ab
ot
of
oa
op
ie
ie
bl
ss
em
yn
pr
v
un
ev
nt
b
xp
er
cu
eo
te
Ke
ny
ou
Video blogs and voxpops the least
S
R
ro
Vo
t
is
hi
id
In
eb
R
pa
/D
s
W
V
ew
W
om
is
favoured
ys
N
C
al
An
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
11. Knowing your audience news:rewired 27th May 2011
Our output bore no relation to user needs
87%
CRN 7 videos Proportion of
audience who will
82% watch videos
V3 62 videos
81%
CTG No. of videos
3 videos
posted in prior 3
69% months
Post 20 videos
68%
IA 0 videos
67%
FD 2 videos
64%
LW 1 video
59%
AA 11 videos
Different audiences have different expectations
No correlation between video output and appetite for video
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
12. Knowing your audience news:rewired 27th May 2011
Revised video output to better reflect market differences and user preferences
Shorter, punchier video output with focus on
popular categories such as News round ups and
video reviews 900%
Increase in video
views with 90%
viewers watch
entire clip
More frequent updates for larger sites
creating 3- 4 video programmes a week
of short length, diverse subjects and
more targeted to user preferences
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
13. Knowing your audience news:rewired 27th May 2011
Monitoring Social activity to drive editorial agenda – measuring interaction
Tweetwalls at most large
Incisive events
Use #Tag to promote and
monitor activity
Full analytics package
allows us to indentify:
● Top Tweeters
● Most Followers
● Most active
● Most Event followers
● Capture all images
tweeted
● Build tweet time line
● Get suggested
followers lists for our
journalists
● Explore connections
and build new
relationships
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
14. Knowing your audience news:rewired 27th May 2011
Monitoring Social activity to drive editorial agenda – Identifying influencers
Digital Publisher of the Year 2010 - 2011 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
