Digital News and Knowing Your Audience


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Slides for the APME Newstrain workshop in Chicago, March 26-27, 2010.

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Digital News and Knowing Your Audience

  1. 1. 1 Journalism Next: Knowing Your Audiences Mark Briggs, CEO, Serra Media Author of Journalism 2.0 and Journalism Next March. 26-27, 2010 Friday, March 26, 2010
  2. 2. 2 About me Friday, March 26, 2010
  3. 3. 3 Who is my audience? Friday, March 26, 2010
  4. 4. 4 Global interconnectedness Information/Data Everywhere Automation of Data Feeds Multiple Display Points Multiple Audience/Brand Interaction Points Friday, March 26, 2010
  5. 5. 5 New information ecosystem Participatory and user generated media Networked conversations produce a flood of new information It’s a mobile, global world Friday, March 26, 2010
  6. 6. 6 State of the news media Friday, March 26, 2010
  7. 7. 7 Tracking the audience Everything is measurable online Some of the best tools for analytics are free Having the data isn’t enough; you have to DO SOMETHING with it Friday, March 26, 2010
  8. 8. 8 Tracking the audience Friday, March 26, 2010
  9. 9. 9 Tracking the audience What gets measured, gets managed What gets managed, gets done Friday, March 26, 2010
  10. 10. 10 Tracking the audience Friday, March 26, 2010
  11. 11. 11 Tracking the audience Questions to ask your data: What search terms are readers using to find your site? What’s the return frequency of your local audience? Which content sections have the highest percentage of visits from local readers? What’s the bounce rate among visitors who enter at articles? What about the homepage? What social media sources send you the most visitors? What is the open rate for your email newsletters? Friday, March 26, 2010
  12. 12. 12 Tracking the audience Questions to ask with your data: What content has a good ROI? (Can you do more of it?) What content does not have a good ROI? (Can you do less of it?) Investigate how readers find your content. When they visit, are they exposed to related content they would find relevant or interesting? What content generates the most visits from social media sources? (Can you do more of it?) Friday, March 26, 2010
  13. 13. 13 Tracking the audience Review past performance of specific sections to generate historical averages on a per month or per week basis. Determine which areas of your site have the most potential for growth and decide what new initiatives you can launch to tap them. Set an aggressive but realistic goal for growth over a 6- or 12-month period, based on the new initiatives. Review the audience data each week to track progress. If the numbers aren’t trending in the right direction, adjust your content strategy and execution and try something new. Friday, March 26, 2010
  14. 14. 14 Knowing your audience Questions? Slides available: Friday, March 26, 2010