Journalism as a serviceFrom digital first to audience first

Alana Coates

Whatwedo

• Createanewsroomcultureofmetricsandperformance

• Audience-firstpracticesaroundnewscoverage

• Targetanddevelopnewaudiences

• Growingoursocialchannels• Newchannelsandformats

AutumnStatement2015

Wehavetothinklikeaservice

UsefulTimely Right format

Questionstoaskbeforestarting

• Whatisusefultousers?• Whatgivesthemvalue?• Whatmightgrowthevaluethey

getfromourcontent?

Timely

Changetheworkflow

ProjectMarr(SundayUKpoliticsexperiment)

• 34%higherpageviewsthanaverageOpinionstories.

• Moretrafficfromsearchandsocial• OnTwitter:32%moreclicksonSunday

thanonotherdays,doubletheshares,and38%morelikes.

• OnFacebook:18%moreclicks,8%moreshares,and22%morelikes

Useful

ThemostpopularthingtheFThaseverdone

Oops

Rightformat

ForthehardcoreBrexitwatchers

Sometimesit’snotastory

Diditwork?

Beyondpageviewsandreports

• Whataretheobjectives?• Whatdoessuccesslooklikeandhow

doyoumeasureit?• Clarifythemetricsbeforeyoulaunch• TrackandreportbackEx:WhatistheaverageCTR?Whichtopicsgotthehighest?Lowest?

Whatregionsclickedmost?Didtheclicksgeneratequalityvisits?

We’restartingtointegratequalitativeresearch.

• Customercouncil• Subscribersurveys• Usertesting• Commentsection

We’restartingtointegratequalitativeresearch.

• Customercouncil• Subscribersrveys• Usertesting• Commentsection

Whatifitdoesn’twork?

STOP

Wetried,itdidn’treallyworkout.

• FBInstantArticles• AppleNews

AutumnStatement2016

Any questions?You can find me at @alanacoates & alana.coates@ft.com

Thanks