Post on 28-Nov-2014
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OUR APPROACH TO CREATING GREATER AUDIENCE ENGAGEMENT AND OUR EXPERIENCES SO FAR @ianrobins
We’re on a journey to creating greater audience engagement.
OUR CHALLENGES
1. No single view of our audience.
2. Editors focused on vanity metrics.
3. Insights and data at individual site level.
4. Lack of data and analytical skills.
5. Legacy infrastructure lacking scalability.
We’ve been asking ourselves...
How might we...?
Create the content that people need.
Build better experiences and services.
Measure the metrics that really matter.
Become audience experts in the markets we serve.
Shape our teams to support our strategy.
STARTING WITH OUR WHY:
OUR PURPOSE
THE GOLDEN CIRCLE
Inspiring people to take the actions that improve their lives and livelihoods, every day.
#CultureCode Our Culture Code explains who we are and who we want to be. It drives our ‘inspire action’ culture.
1. CREATING A SINGLE VIEW OF
OUR AUDIENCES
It’s all about
Data
Putting the building blocks in place
Our approach
We’re trying to obsess over our audiences. Relevancy. Personalised experiences. Engagement.
2. DEFINING THE
METRICS THAT MATTER
Source: Models of User Engagement, Janette Lehmann http://ir.dcs.gla.ac.uk/~mounia/Papers/umap_CRC.pdf
TOURIST INTERESTED AVERAGE ACTIVE VIP
1 day
2-4 days
5-8 days
9-15 days
>16 days
Frequency of visit.
Time spent reading.
Behaviour based engagement.
3. DEVELOPING CROSS-PORTFOLIO
INSIGHTS
Meeting of values
Real-time analytics with trending content
Deliver real-time, relevant content to each individual through content widgets
Understand behaviours and interests
Develop deeper engagement
Develop audience segments
Data Management Platform
Agile project approach.
Cross portfolio analytics
Building role and interest specific dashboards
Personalising content recommendations.
We’re working on bringing our audiences alive by sharing audience insights internally and externally.
4. BUILDING A NEW
TEAM FOCUSED ON INSIGHTS
DATA ANALYST
COMMUNITY INSIGHTS AND STORIES
CAMPAIGN INSIGHTS
INTERVIEWS 1-2-1 CONVERSATIONS
5. CREATING A NEW
PUBLISHING PLATFORM
We’re reimagining how we might create amazing sites that inspire people.
Cxense will power part of our new publishing platform.
Relevancy. Personalised experiences. Engagement.
Site-as-a-service “One in which the reader’s needs or desires are paramount, rather than the journalistic instincts of the author.”
https://medium.com/whither-news/content-vs-service-ddbb432ab77
7 things we’ve learnt so far when implementing a DMP…
Research the market to cut through the ‘brain boil’.
Select a partner based upon a meeting of values.
Form an internal working group with people from different teams.
Identify the business goals and metrics that matter.
Take small steps to learn how things work. Define, test, review, learn, revise.
Be realistic about timelines. Things always take longer than you think.
Make the project visible internally.
We’re just starting out on our journey. We’d love to share in your journey too. ian.robins@siftmedia.co.uk @ianrobins