If a tree falls in the forest, and posts about it on Facebook, does it matter? It matters if you are a publisher and your utility rests on your content being consumed – read, watched, shared and so on. So how can we engineer for success without gaming algorithms or paying for performance? What levers can we pull and what should we ignore? In 15 mins, you’ll learn a simple formula and walk away with easy steps on how to apply to your newsroom setting: Understand your audience + know your digital identity = success.

1. TRIED & TESTED
CRASH COURSE
DIGITAL STRATEGIES
Track 3: Connected Audiences
Esra Doǧramacı, SBS

2. HELLO! I’m…
Esra Dogramaci
I’m the Managing Editor for Digital News and
Current Affairs at SBS. You can find me @EsraD
on Twitter & here on LinkedIn.
Esra Doǧramacı, SBS

3. Esra Doǧramacı, SBS

4. Esra Doǧramacı, SBS

5. Esra Doǧramacı, SBS

6. 1
The secret sauce
2 SUCCESS!
Know your digital
identity
Understand your
audience
=
+
Esra Doǧramacı, SBS

7. DIGITAL ≠
TV/RADIO etc
In May 2022, NSW passed a law on assisted
dying.
This video became the top performer for the
Feed on YouTube in May…published in February
2016
Esra Doǧramacı, SBS

8. WHAT DID THE FEED DO?
Michelle Elias Ilias Bakalla
● Deepdive into 2 years of data, looking for content patterns
● Looking at traffic (understanding audience) (eg suggested videos, browse features, search)
● Optimizing top performing/evergreen content (knowing digital identity)
● Matching search terms with emerging content ie. we know what audiences are interested in
and can deliver, even if it isn’t for the The Feed brand (knowing digital identity)
Esra Doǧramacı, SBS

9. June 9, 2022
And on site here

10. DATELINE
EXAMPLE.
News angle, story timeliness, content optimize,
channel optimized. Watch here .
113% increase month-month watchtime,
average 10 minute watchtime

11. @EsraD
Find this presentation on Twitter & Slideshare
Understand your
audience + know
digital identity
ANY QUESTIONS?