John Barnes

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John Barnes

  1. 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. 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. 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. 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. 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. 6. Knowing your audience news:rewired 27th May 2011IFAonline have been doing a lot of work looking at email bulletins experimenting with contenttypes, 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. 7. Knowing your audience news:rewired 27th May 2011BJP have created a new set of key phrases based on google keyword analysis to make suretheir 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. 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. 9. Knowing your audience news:rewired 27th May 2011Audience 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. 10. Knowing your audience news:rewired 27th May 2011Audience 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. 11. Knowing your audience news:rewired 27th May 2011Our 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. 12. Knowing your audience news:rewired 27th May 2011Revised 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. 13. Knowing your audience news:rewired 27th May 2011Monitoring 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. 14. Knowing your audience news:rewired 27th May 2011Monitoring 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
  15. 15. twitter.com/johnmnbarnesjohn.barnes@incisivemedia.comlinkedin.com/in/johnmnbarnes Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

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