journalism as a service - danskebank.dk...project marr (sunday uk politics experime nt) • 34%...

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Journalism as a service From digital first to audience first Alana Coates

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Page 1: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Journalism as a serviceFrom digital first to audience first

Alana Coates

Page 2: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social
Page 3: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Whatwedo

• Createanewsroomcultureofmetricsandperformance

• Audience-firstpracticesaroundnewscoverage

• Targetanddevelopnewaudiences

• Growingoursocialchannels• Newchannelsandformats

Page 4: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

AutumnStatement2015

Page 5: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Wehavetothinklikeaservice

UsefulTimely Right format

Page 6: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Questionstoaskbeforestarting

• Whatisusefultousers?• Whatgivesthemvalue?• Whatmightgrowthevaluethey

getfromourcontent?

Page 7: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Timely

Page 8: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Changetheworkflow

Page 9: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

ProjectMarr(SundayUKpoliticsexperiment)

• 34%higherpageviewsthanaverageOpinionstories.

• Moretrafficfromsearchandsocial• OnTwitter:32%moreclicksonSunday

thanonotherdays,doubletheshares,and38%morelikes.

• OnFacebook:18%moreclicks,8%moreshares,and22%morelikes

Page 10: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Useful

Page 11: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

ThemostpopularthingtheFThaseverdone

Page 12: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Oops

Page 13: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Rightformat

Page 14: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

ForthehardcoreBrexitwatchers

Page 15: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Sometimesit’snotastory

Page 16: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Diditwork?

Page 17: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Beyondpageviewsandreports

• Whataretheobjectives?• Whatdoessuccesslooklikeandhow

doyoumeasureit?• Clarifythemetricsbeforeyoulaunch• TrackandreportbackEx:WhatistheaverageCTR?Whichtopicsgotthehighest?Lowest?

Whatregionsclickedmost?Didtheclicksgeneratequalityvisits?

Page 18: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

We’restartingtointegratequalitativeresearch.

• Customercouncil• Subscribersurveys• Usertesting• Commentsection

Page 19: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

We’restartingtointegratequalitativeresearch.

• Customercouncil• Subscribersrveys• Usertesting• Commentsection

Page 20: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Whatifitdoesn’twork?

Page 21: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

STOP

Page 22: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Wetried,itdidn’treallyworkout.

• FBInstantArticles• AppleNews

Page 23: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

AutumnStatement2016

Page 24: Journalism as a service - danskebank.dk...Project Marr (Sunday UK politics experime nt) • 34% higher page views than average Opinion stories. • More traffic from search and social

Any questions?You can find me at @alanacoates & [email protected]

Thanks