Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34%...
Transcript of Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34%...
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 & [email protected]
Thanks