I gave this presentation to a newsroom full of journalists in China.

1. Reuters TV
The Road to 1 million viewers

2. Molly Stark Dean
• Reuters TV, Content Strategy
Manager
• Lumentus, Managing Editor
• FiLIP Technologies, Social
Media Manager
• CBS News, New Media Liaison
• Mediabistro, Editor & On
Demand Instructor
• Fox News Channel, Assignment
Desk

3. This is Reuters TV:
The Road to 1M Viewers

4. In the Beginning…
• Reuters TV was established in
February, 2015
• At the beginning the subscription
fee is $1.99/month
• In Aug. 2015, Reuters TV dropped
its paywall, offering an ad-free
subscription version
• Before moving to new DROID app

5. Reuters TV for Publishers
• Starting Nov. 2015, Reuters TV
released a program that allows
publishers to embed a five-minute
feed of Reuters TV content on its
website
• for free, publishers can sell ads
against the feed and keep all the
revenue.
• This is a model Reuters was used to:
• B2B

6. The Reuters Brand
• Reuters TV has strong brand
recognition
• Used Reut.tv link shorteners
on Twitter
• “share” on social media button
• @Reuters has over

7. Thomson Reuters Trust Principles
1. That Thomson Reuters shall at no time pass into the hands of any one interest, group or
faction;
2. That the integrity, independence and freedom from bias of Thomson Reuters shall at all
times be fully preserved;
3. That Thomson Reuters shall supply unbiased and reliable news services to newspapers,
news agencies, broadcasters and other media subscribers and to businesses
governments, institutions, individuals and others with whom Thomson Reuters has or may
have contracts;
4. That Thomson Reuters shall pay due regard to the many interests which it serves in
addition to those of the media; and
5. That no effort shall be spared to expand, develop and adapt the news and other services
and products so as to maintain its leading position in the international news and
information business.

8. 1 Million Viewers
• January 2017
• Reuters TV’s viewership per
month reached 1 million
• …But how did we get there?
• Video advertisement revenue of
Reuters TV is 350% more than last
year
• CPAW: Proprietary metric used to
boost viewership

9. Set the Right Strategies
• Social Media
• Out of Home Campaign
• Influencer program

10. Subway Advertising
• Out-of-home
campaign
• Run by marketing
agency
• Ended up bringing all
marketing agency
efforts in house

11. • In-house marketing team
• Using different methods to identify
engaged viewers
• Social media
• Email marketing
• Surveys
• Send influencers RTV SWAG
• Notebooks
• Mugs
Influencer Program

12. Setting Goals
•Goals
•Setting a reachable goal is the best way to
track the progress of your content
•Types of Goals We’ll Be Reviewing
• Awareness
• Engagement
• Conversions
•Why Set Goals?
• Once you know why you are creating
content, it’ll be easier to prove ROI after the
project is complete

13. What is Awareness?
• Awareness
•Getting your followers to
notice your brand
•Your brand is getting out
there
•It’s an intangible metric to
prove ROI – even though
there are many metrics
that measure it

14. Why is Awareness Important?
• These metrics are public:
• Advertisers love likes
• Followers notice
• Look more legitimate

15. When should you look at Awareness?
• When setting goals, you
should...
•Make sure to look at your
likes/follows NOW:
•Your current Likes
•Your current demo

16. How is Awareness Measured?
• Awareness Metrics
–Hard to prove direct conversions without
Google Analytics or paid tools
–For example, even with a million likes, if your
followers aren’t being interacted with, your
brand won’t be top of mind for your followers
–Only invest money in awareness if this is a
goal set by
–Administration
–Advertisers
–Yourself

17. Awareness is measured by...
• Followers: Twitter,
Instagram, Pinterest,
Snapchat
• Likes: Facebook
• Subscribers: YouTube

18. Awareness is Measured By...
• Impressions
•Number of times a post from your Page is displayed
•Impressions goals are sometimes used when measuring awareness
•Impressions are an important metric for advertisers because they
can be very impressive numbers, especially on Facebook
• Reach
•Number of people who received impressions of a Page post
•This number will be smaller than your impressions numbers
•If you see a post and then share it, and a friend of yours sees that
same post and shares it, that is only one reach but could be several
impressions

19. What is Engagement?
• Engagement is when your
followers are actively
interacting with your brand’s
posts
• There are many different
types of engagement that can
be measured in subjective
terms known as sentiment

20. When Should You Look at Engagement?
NOW! During Production
(When Live)
After You Produce Your
Content
- Make sure to export all of
the data/analytics for
your current engagement
metrics
- If producing live video,
make sure to note
reactions during the
broadcast
- Make note of any
changes in engagement
rates
- Determine whether your
video had an impact on
your engagement

21. Why is Engagement Important?
• These metrics are public:
• Advertisers love engagement
• They want to be associated with an engaging brand
• Followers notice: they see how loyal others are with your brand
• Look popular: people see others interacting, and want to do the
same

22. What are Conversions?
• When you close the loop on your goals, which could mean:
• website clicks
• purchase clicks
• Easiest to prove
• with the right tracking/analytics
• Hardest to accomplish
• getting people to convert to your brand

23. Why are Conversions Important?
• These metrics are not public:
• internally, you can track these
metrics to prove the bottom line:
purchases, website clicks and
subscriptions
• If the results are impressive, you
can contact PR:
• brag about your accomplishments
• submit your work for awards

24. When Should You Look at Conversions?
• After you set your goals, track your conversions
– Track your conversions NOW
– How many?
– What is their demographic?
–Track during your video (if LIVE)
– How much of a difference?
– Is the demo changing?
–Track after your video
– How many have converted?
– What will you do after the conversion?
– For example: if your goal was to get more email sign-ups to your
newsletter, how are you going to follow this customer throughout the
conversion?

25. How are Conversions Measured?
• Conversion Metrics
–Easy to prove direct conversions, for
example:
–Purchases
–Email signups
–Website clicks
•Investing Money in Conversions
–Provides direct results to your
superiors
–Shows that the video has made a
difference to your brand’s bottom
line

26. Examples of Conversions...
• Decide on your brand’s bottom line
• What defines success for your brand?
• Purchases
• Leads
• Email signups
• Website clicks

27. Examples of Conversions Goals
•Website Clicks
•followers go to your website
•App Installs
•followers install your app
•Lead Generation
•generate leads for your
brand

28. What is a Normal Conversion Rate?
•When setting your goals with concrete numbers, look at your
competitors using paid or unpaid tools
•What is their public rate of growth?
•You won’t be able to see their private conversion information, but use
their public awareness/engagement metrics growth to see how much
their company is growing
•For example, if company X has a likes growth of 5% over the last
quarter, assume that the conversion growth is comparable
•So set a goal in this example for a 5% growth in conversions
•Also take heed of corporate goals
•if in a corporate structure, these goals might already be laid out for
you to follow

29. Goal-Setting Recap
•You can’t just create new content without setting up your
goals first
•To create a video with purpose, you will have to think about
these goals throughout the video production process
•This initial goal-setting will help you prove ROI to your
superiors after the video is produced
•Even if the video is unsuccessful, you’ll be able to see how
it failed and what you can do to fix it
•Setting up these goals also gives you the metrics to which
future videos will be compared to

30. Use the Right Tools
• Social Flow
• SocialBakers
• bitly
• Facebook Insights
• Twitter Analytics
• Google Analytics
• Taboola

31. Repurpose Your Content for Multiple Networks
• You shot & produced your content…
• Now what?
• You can extend the social life by
using
• Never before seen footage from the
video
• Photos
• Video clips
• GIFs
• MEMEs

32. Resources Audit
I know what you’re thinking…Audit?
Why do I have to audit?!
I already did my taxes this year!
(Cue PANIC)
…but don’t worry -- it’s so
easy, you can have an
intern do it for you!

33. Resources Audit
• What social platforms are
you already on?
• Do you have the right
equipment?
• Do you have the right staff?

34. Social Media Strategy
Facebook Instagram Twitter YouTube
Photos Albums,
Slideshows
Single Photo,
Multiple
photos (Up to
10) & Filters
Single photos, Multiple photos
(up to 4 per post)
Platform is exclusively video
Video Clips
Shorter video
clips work
well
Use
stories/posts
to promote
clips
Natively uploading video on
Twitter is not an easy process
(unless recording the video on
Twitter)
Use clips to share on another
platform, like Twitter or
Pinterest
Gifs
GIF
experience
not optimal
The fast-
moving clips
are visually
appealing
Twitter loves GIFs so much
that they’ll even provide some
GIFs for you to choose
Platform is exclusively video
Memes Works well
The large text
+ image are
visually
captivating
Your twitter followers love
MEMEs
Platform is exclusively video

35. Content Strategy Management
• Go back to your goals
• What were you trying to
accomplish?
•Look at your data
• Do you notice any trends?
•Was it successful?
• Yes, great! Enter it for awards
• No, great! Learn from your
mistakes

36. Case Study: US Election 2016
• Live reporters around the world (London, Hong
Kong, US states)
• Social Flow analysis
• Results updates
• Fun puzzle feature
• Newsletter recap

37. Case Study: US Election 2016

38. Q&A