journalism as a service - danskebank.dk...project marr (sunday uk politics experime nt) • 34%...
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Journalism as a serviceFrom digital first to audience first
Alana Coates
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Whatwedo
• Createanewsroomcultureofmetricsandperformance
• Audience-firstpracticesaroundnewscoverage
• Targetanddevelopnewaudiences
• Growingoursocialchannels• Newchannelsandformats
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AutumnStatement2015
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Wehavetothinklikeaservice
UsefulTimely Right format
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Questionstoaskbeforestarting
• Whatisusefultousers?• Whatgivesthemvalue?• Whatmightgrowthevaluethey
getfromourcontent?
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Timely
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Changetheworkflow
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ProjectMarr(SundayUKpoliticsexperiment)
• 34%higherpageviewsthanaverageOpinionstories.
• Moretrafficfromsearchandsocial• OnTwitter:32%moreclicksonSunday
thanonotherdays,doubletheshares,and38%morelikes.
• OnFacebook:18%moreclicks,8%moreshares,and22%morelikes
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Useful
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ThemostpopularthingtheFThaseverdone
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Oops
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Rightformat
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ForthehardcoreBrexitwatchers
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Sometimesit’snotastory
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Diditwork?
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Beyondpageviewsandreports
• Whataretheobjectives?• Whatdoessuccesslooklikeandhow
doyoumeasureit?• Clarifythemetricsbeforeyoulaunch• TrackandreportbackEx:WhatistheaverageCTR?Whichtopicsgotthehighest?Lowest?
Whatregionsclickedmost?Didtheclicksgeneratequalityvisits?
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We’restartingtointegratequalitativeresearch.
• Customercouncil• Subscribersurveys• Usertesting• Commentsection
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We’restartingtointegratequalitativeresearch.
• Customercouncil• Subscribersrveys• Usertesting• Commentsection
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Whatifitdoesn’twork?
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STOP
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Wetried,itdidn’treallyworkout.
• FBInstantArticles• AppleNews
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AutumnStatement2016