1 knowing your audience readership analytics and editorial strategies for online news the norman...

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Knowing Your AudienceReadership analytics and editorial

strategies for online news

The Norman Lear CenterAnnenberg School for Communications &

JournalismUniversity of Southern California

Todd Cunningham, DirectorMedia Impact Project

April 5, 2014

ISOJ 2014

Role that media play in changing knowledge, attitudes and behavior among individuals and communities, large and small, around the world.

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MEDIA IMPACT

Media Impact Project is a global hub for collecting, developing and distributing the smartest approaches and best tools for measuring the impact of media.

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MISSION STATEMENT

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Lit Review Focus on organizations that are ‘culturally ready’ for impact measurement

COLLECTING SMART APPROACHES

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DATAREPOSITORY

USER DASHBOARD & TOOLS

ANALYTIC METHODS

ANALYTICSENGINE

DATA ANALYTICS CENTER

COLLECTING BEST TOOLS

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DEVELOPING SMART APPROACHES

The Participant Index (TPI) Compiles a collection of media performance data to assess the combined results of one’s actions taken across distinct types of entertainment media content

Narrative filmsDocumentary filmTV (narrative and reality/unscripted)Short online video (narrative, documentary, PSAs)

Plus, Internet Archive’s related closed-captioned news content

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Users are exposed

to the content

Receiving a page view or a slide show, playing a

video, printing or downloadedinga

document, starting a live

stream or podcast 

users share content with other people in their online

and offline networks

E-mailing, liking on

Facebook, sharing,

tweeting/retwe

eting

Users contribute

and/or augment to

content

Rating/reviewing, posting a

photo, participating in a chat, filling

out a poll, commenting, writing a story

User sign up to

receive content

Subscribing to an e-mail

newsletter, registering,

liking a Facebook page, downloading a

mobile app

User trades money

or info for goods

or services

Donating, registering

for an event,

buying

…

…

THE VERBS OF ONLINE ACTIONS

DEVELOPING SMART APPROACHES

Data

VerbType

&Frequenc

y

Impact

Model

OtherObservatio

ns

IMPA

CT

MEA

SU

RE

classifier

THE VERBS

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cohorts

MAPPING ACTION & IMPACT

DEVELOPING SMART APPROACHES

Black Twitter/SCANDALWhat would a set of best practices for audience research on social media look like if it had the end user of news/journalism organizations in mind?

Ideal Conditions become ‘researchable moments’

• Heavy audience involvement• Content engineered for social media activation• Audience-created content unfolds in response to real-time exposure• Fluctuating collective of audiences rather than a clearly defined

‘community’ 9

DEVELOPING BEST TOOLS

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DISTRIBUTING SMART APPROACHESAND BEST TOOLS

(In progress)

Populated by research papers, presented works, pilots from the media impact measurement communities of practice

domestic and internationalnews and entertainmentacross all platformsspanning sectors commercial non-profit academic activist governmental

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Landscape Analysis What does the arc of the actual measurement experience of the person who is responsible for analytics look like?

WHAT’S NEXT

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8383 Wilshire Blvd., Suite 620Beverly Hills, CA 90211

Todd Cunninghamtodd.cunningham@usc.edu

323-557-1085

@ToddMIP

WE’RE HIRING

THANK YOU

Todd Cunninghamtodd.cunningham@usc.edu

323-557-1085

@ToddMIP