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PUSH ALERTS: 
THE GOOD, THE BAD, 
THE UGLY 
#pushalerts14 September 25, 2014
The Panel 
Etan Horowitz 
CNN 
@etanowitz 
Deepesh 
Banerji 
CBSSports.co 
m 
@deepeshbane 
rji 
Cory Bergman 
Breaking Ne...
Ground Rules 
Nothing is personal 
We’re all learning together 
Let’s all be friends 
#pushalerts14
#pushalerts14 
“It’s hard to over-hype the power of mobile 
push notifications. For the first time in human 
history, you ...
#pushalerts14 
“With great power comes great responsibility.” 
Uncle Ben from Spiderman (citing Voltaire)
https://www.youtube.com/watch?v=7qwt- 
QC6Axs 
#pushalerts14 
Video: That’s Not Breaking News
Your app matters 
 Apps beat web 
browsers 
 7 out of every 8 
minutes of media 
consumption is on 
mobile devices 
#pus...
#pushalerts14 
There are winners and losers… 
Push notification opt-in rate by 
industry 
Source: Urban Airship’s 2013 Goo...
Push helps retain users 
#pushalerts14 
Media retention (% of users who opened the app) 
Source: Urban Airship’s 2013 Good...
Push 101 
Standard 
push 
Badgin 
g 
Inbox 
#pushalerts14
Push & Pull 
Interactive Notifications Widgets 
#pushalerts14
The Good 
Ask for the 
opt-in. And 
be 
transparent. 
The 
Guardian. 
#pushalerts14
The Good 
Make it easy 
to share. 
ABC News 
social share. 
iOS 8 Interactive 
Notification – 
Swipe left to 
expose butto...
The Good 
Don’t Tease 
too much. 
The alert 
should stand 
on its own. 
It’s OK for 
users to 
read the 
alert and not 
op...
The Good 
Follow up 
alerts with 
corrections 
or essential 
updates 
#pushalerts14
The Good 
Link alerts to 
an actual 
piece of 
content in 
the app 
#pushalerts14
The Bad 
One 
person’s 
news is 
another’s 
person’s 
spam. 
Curate and 
respect 
preferences. 
#pushalerts14
The Bad 
Don’t overdo it! 
Think carefully 
about sending 
multiple alerts on 
the same topic in a 
short amount of 
time....
The Good 
Avoid 
spoilers 
Bleacher 
Report Team 
Stream 
#pushalerts14
The Good 
Keep it 
relevant with 
preferences. 
Breaking 
News and 
USA Today 
Topic Alerts 
#pushalerts14
The Good 
Customize 
content 
streams. 
Breaking 
News Editor 
Alerts 
#pushalerts14
The Good 
Target with 
relevant 
local content 
Breaking 
News 
Proximity 
Alerts 
#pushalerts14
The Ugly: 
http://thatsnotbreakingnews.com 
Add value 
with each 
push. 
Be VERY 
careful when 
testing 
alerts. Use 
real...
Discussion Time! 
#pushalerts14
What’s your alerts workflow? 
• Staffing 
• Who sends the alert? 
• CMS & Tools 
• Levels of alerts 
• How do you decide 
...
Discussion 
How do you measure the success of a push 
aHleorwt? do metrics influence your alerts strategy?
Should news organizations send 
non-breaking news push alerts?
What about alerts that prompt 
you to watch live video or live 
TV?
What’s the best wording for 
alerts? 
“BREAKING 
?” 
“Open the 
app to…” 
“WATCH 
LIVE?” 
#pushalerts14
Discussion 
#pushalerts14 
What’s the next big thing in mobile alerts?
Thank you!
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Push Alerts: The Good, the Bad and the Ugly (ONA14)

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Delve into the world of push alerts with examples, best practices and other tips. What's better: broadcast or personalization? Predictive alerts or user-prescribed? We will share some examples and you can help decide what works and what doesn't.

From a presentation at the 2014 Online News Association Conference in Chicago featuring Etan Horowitz of CNN, Alyssa Merritt of Urban Airship, Cory Bergman of Breaking News and Deepesh Banerji of CBS Interactive.

Full session description and video at http://bit.ly/ONApushalerts

Published in: Mobile
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Push Alerts: The Good, the Bad and the Ugly (ONA14)

  1. 1. PUSH ALERTS: THE GOOD, THE BAD, THE UGLY #pushalerts14 September 25, 2014
  2. 2. The Panel Etan Horowitz CNN @etanowitz Deepesh Banerji CBSSports.co m @deepeshbane rji Cory Bergman Breaking News @corybe Alyssa Meritt Urban Airship @urbanairship #pushalerts14
  3. 3. Ground Rules Nothing is personal We’re all learning together Let’s all be friends #pushalerts14
  4. 4. #pushalerts14 “It’s hard to over-hype the power of mobile push notifications. For the first time in human history, you can tap almost two billion people on the shoulder.” Ariel Seidman, founder of Gigwalk
  5. 5. #pushalerts14 “With great power comes great responsibility.” Uncle Ben from Spiderman (citing Voltaire)
  6. 6. https://www.youtube.com/watch?v=7qwt- QC6Axs #pushalerts14 Video: That’s Not Breaking News
  7. 7. Your app matters  Apps beat web browsers  7 out of every 8 minutes of media consumption is on mobile devices #pushalerts14 Source: Comscore 2014 US Mobile App Report http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
  8. 8. #pushalerts14 There are winners and losers… Push notification opt-in rate by industry Source: Urban Airship’s 2013 Good Push Index. Data from more than 2,400 apps and 500 million push notifications.
  9. 9. Push helps retain users #pushalerts14 Media retention (% of users who opened the app) Source: Urban Airship’s 2013 Good Push Index. Data from more than 2,400 apps and 500 million push notifications.
  10. 10. Push 101 Standard push Badgin g Inbox #pushalerts14
  11. 11. Push & Pull Interactive Notifications Widgets #pushalerts14
  12. 12. The Good Ask for the opt-in. And be transparent. The Guardian. #pushalerts14
  13. 13. The Good Make it easy to share. ABC News social share. iOS 8 Interactive Notification – Swipe left to expose button(s) Initiate social sharing by tapping on “Share” button Choose your adventure – select “Share” Choosing share launches share dialog– choose how to share e.g. Message #pushalerts14 Prepopulated share message that can be customized
  14. 14. The Good Don’t Tease too much. The alert should stand on its own. It’s OK for users to read the alert and not open your app #pushalerts14
  15. 15. The Good Follow up alerts with corrections or essential updates #pushalerts14
  16. 16. The Good Link alerts to an actual piece of content in the app #pushalerts14
  17. 17. The Bad One person’s news is another’s person’s spam. Curate and respect preferences. #pushalerts14
  18. 18. The Bad Don’t overdo it! Think carefully about sending multiple alerts on the same topic in a short amount of time. Especially if you don’t offer personalization. #pushalerts14
  19. 19. The Good Avoid spoilers Bleacher Report Team Stream #pushalerts14
  20. 20. The Good Keep it relevant with preferences. Breaking News and USA Today Topic Alerts #pushalerts14
  21. 21. The Good Customize content streams. Breaking News Editor Alerts #pushalerts14
  22. 22. The Good Target with relevant local content Breaking News Proximity Alerts #pushalerts14
  23. 23. The Ugly: http://thatsnotbreakingnews.com Add value with each push. Be VERY careful when testing alerts. Use real alert content if possible. #pushalerts14
  24. 24. Discussion Time! #pushalerts14
  25. 25. What’s your alerts workflow? • Staffing • Who sends the alert? • CMS & Tools • Levels of alerts • How do you decide when to send an alert? • Automated alerts? #pushalerts14
  26. 26. Discussion How do you measure the success of a push aHleorwt? do metrics influence your alerts strategy?
  27. 27. Should news organizations send non-breaking news push alerts?
  28. 28. What about alerts that prompt you to watch live video or live TV?
  29. 29. What’s the best wording for alerts? “BREAKING ?” “Open the app to…” “WATCH LIVE?” #pushalerts14
  30. 30. Discussion #pushalerts14 What’s the next big thing in mobile alerts?
  31. 31. Thank you!

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