Epiphany autumn conference 2015 manchester
94
Transcript of Epiphany autumn conference 2015 manchester
Journalism: behind the scenes
Kate Hodge, editor, Guardian Teacher Network
What is the Teacher Network?
➔ Second largest media outlet for teachers in the UK.
◆ 1.3m page views a month
◆ 800,000 monthly unique users
➔ Engaged audience with strong community focus.
◆ 100k Twitter followers. Peer Index = 67
◆ 12k Facebook likes
◆ 35% audience have high loyalty
A typical day on the desk
➔Start at around 9:30am – tea is essential
➔Planning meeting to work out chores for the day
➔Head down on reactive and longer term work
➔Keep out of email
➔5/6pm – activity flurry. Reactive pieces out, paper deadlines
➔Home asap
The commissioning process: start to end
➔The 20–50–30 golden rule
◆ 20% time on research – finding the right people, getting the right angle.
◆ 50% time on production – writing, desk, subs, revise, final and all the
production.
◆ 30% promotion – getting the message out to relevant audiences.
What do I look for in a story?
➔ Original angle
➔ Relevant to my audience and site
➔ Interesting – would you want to read it?
➔ Timely
➔ Types of stories that work well:
◆ Human interest
◆ Comment piece – they must be provocative, ideally from a known figure (though not necessarily famous)
◆ Explainers/advice
◆ Research
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
–
–
–
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Confidential & Proprietary
Content is still King
Alex Blaikley | Industry Head - Agency
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
The emerging preference perfectly
illustrates the way technology
sometimes brings about radical
aesthetic reconsideration on art and
media — and causes a lot of
heartache for old-timers in the
process.
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
Confidential & Proprietary
‘YouTube is not an audition room for legacy media’
These guys aren’t ‘TV stars in waiting’, – they aren’t waiting for
a break to get on TV.
It has to be mindful of the fact that they are social talent, born
of a digital platform.
They have honed their craft on YouTube and all these doors
are now opening to see what they are capable of on other
platforms.’
Dom Smales
MD - Gleam
Confidential & Proprietary
1 bn active users per month
60% of views are on mobile
Triple the number of users to YouTube via homepage vs 2014
Watch time has increased by 60% YOY
Average session is now 40mins
Confidential & Proprietary
AdWords
Confidential & Proprietary
By using the combined media plan, you
can effectively reach 25.33% more of
the target audience…while keeping the
budget the same.
Cost £
Reach
Confidential & Proprietary
DV-G
Digital Video -
General
Content suitable for
general audiences
Unlikely to contain
mature content
Cooking,
Parenting
DV-PG
Digital Video -
Parental
Guidance
Content suitable for
most audiences
with parental
guidance
May contain some
mature content
Non-contact
sports, Beauty
DV-T
Digital Video -
Teen
Content suitable for
teen and older
audiences
May contain frequent
mature content
Comedy, News
DV-MA
Digital Video -
Mature
Audience
Content suitable only
for mature audiences
May contain excessive
mature content.
Should not include
pornographic content.
Music Videos with
Explicit Content,
Adult Humour
Confidential & Proprietary
Ad Recall
Consideration
Favourability
Awareness
Intent
Confidential & Proprietary
Confidential & Proprietary
10% of top 100 brand videos are 10+minutes in length
Top 100 brands collectively upload a new video
every 18.5 mins
Views for Top 100 Brand’s videos have
increased by 85% YOY
Subscriber numbers have increased by 47%
to 73m YOY
Confidential & Proprietary
360 Video
Demo
Confidential & Proprietary
Agree that your audience is on YT
Think about the best way to target them
Think about the best way to measure the campaign
Confidential & Proprietary
Digital platforms don’t exist for advertising; respect the audience
Don’t look at video simply as an extension of display or worse search.
Think of it as part of your A/V toolkit
Advertisers have to embrace the reason why people are online - be
where your audience are...on a global scale
Digital Video has the ability, done well, to be the most powerful
medium for brands
To do this well, you need the support of your media & creative agency
•
•
•
•
•
•
•
•
