audience development framework
Transcript of audience development framework
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Audience Development How To Double Your Audience In Three Months
Cathy Ma
Audience Development Director @cathyma
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About Cathy
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Agenda 1. Business Goals 2. Audience Development Framework 3. The Four Opportunities
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ABOUT THE DEBRIEF Defining Our Business Goals
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The Debrief’s Audience Growth
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Thou
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s Unique Users
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AUDIENCE DEVELOPMENT FRAMEWORK Introducing
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People / Process / Culture
Editorial Calendar
Social media trending data
Search keywords
Brand’s agenda/events
Content Published
Keywords optimised?
Social optimised?
Seed-marketing
(internal push)
Email marketing
Social marketing
Report on what works/what
doesn’t
Editorial check Editorial Direction
Analytics Feedback loop – do more that works less that doesn’t
1.
Opportunities
2.
3.
4.
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SEARCH AND SOCIAL DATA Opportunity #1
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Content Data toolkit 1. Search: Google Adwords, Hitwise & Rank
trackers (bought / in-‐house) 2. Social: Newswhip (Spike) / Buzzsumo 3. Performance: Web AnalyRcs, Social Insights
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Hitwise Tracker
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Buzzsumo – Trending Data
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WHAT DOES OPTIMISATION MEAN? Opportunity #2
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Search - Evergreen
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Being social does not equal to being frivolous
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Optimisation Backlog
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PERFORMANCE FEEDBACK LOOP Opportunity #3
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Daily Visual Feedback
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CONTENT MARKETING Opportunity #4
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Working Together
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People / Process / Culture
Editorial Calendar
Social media trending data
Search keywords
Brand’s agenda/events
Content Published
Keywords optimised?
Social optimised?
Seed-marketing
(internal push)
Email marketing
Social marketing
Report on what works/what
doesn’t
Editorial check Editorial Direction
Analytics Feedback loop – do more that works less that doesn’t
1.
Opportunities
2.
3.
4.
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Summary 1. Data is King: Search & Social Insights 2. Optimise and optimise 3. Leverage your network 4. Audience First Content Strategy
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[email protected] Questions / Comments?