our approach to creating greater audience engagement
DESCRIPTION
Our presentation at the AOP 2014 Autumn Conference on how we are looking create greater audience engagement. We also cover our 7 tips on implementing a data management platform (DMP)TRANSCRIPT
![Page 1: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/1.jpg)
OUR APPROACH TO CREATING GREATER AUDIENCE ENGAGEMENT AND OUR EXPERIENCES SO FAR @ianrobins
![Page 2: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/2.jpg)
We’re on a journey to creating greater audience engagement.
![Page 3: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/3.jpg)
OUR CHALLENGES
1. No single view of our audience.
2. Editors focused on vanity metrics.
3. Insights and data at individual site level.
4. Lack of data and analytical skills.
5. Legacy infrastructure lacking scalability.
![Page 4: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/4.jpg)
We’ve been asking ourselves...
How might we...?
![Page 5: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/5.jpg)
Create the content that people need.
![Page 6: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/6.jpg)
Build better experiences and services.
![Page 7: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/7.jpg)
Measure the metrics that really matter.
![Page 8: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/8.jpg)
Become audience experts in the markets we serve.
![Page 9: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/9.jpg)
Shape our teams to support our strategy.
![Page 10: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/10.jpg)
STARTING WITH OUR WHY:
OUR PURPOSE
![Page 11: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/11.jpg)
THE GOLDEN CIRCLE
![Page 12: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/12.jpg)
Inspiring people to take the actions that improve their lives and livelihoods, every day.
![Page 13: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/13.jpg)
#CultureCode Our Culture Code explains who we are and who we want to be. It drives our ‘inspire action’ culture.
![Page 14: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/14.jpg)
1. CREATING A SINGLE VIEW OF
OUR AUDIENCES
![Page 15: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/15.jpg)
It’s all about
Data
![Page 16: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/16.jpg)
Putting the building blocks in place
Our approach
We’re trying to obsess over our audiences. Relevancy. Personalised experiences. Engagement.
![Page 17: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/17.jpg)
2. DEFINING THE
METRICS THAT MATTER
![Page 18: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/18.jpg)
Source: Models of User Engagement, Janette Lehmann http://ir.dcs.gla.ac.uk/~mounia/Papers/umap_CRC.pdf
TOURIST INTERESTED AVERAGE ACTIVE VIP
1 day
2-4 days
5-8 days
9-15 days
>16 days
Frequency of visit.
![Page 19: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/19.jpg)
Time spent reading.
![Page 20: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/20.jpg)
Behaviour based engagement.
![Page 21: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/21.jpg)
3. DEVELOPING CROSS-PORTFOLIO
INSIGHTS
![Page 22: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/22.jpg)
![Page 23: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/23.jpg)
Meeting of values
![Page 24: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/24.jpg)
Real-time analytics with trending content
Deliver real-time, relevant content to each individual through content widgets
Understand behaviours and interests
Develop deeper engagement
Develop audience segments
Data Management Platform
![Page 25: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/25.jpg)
Agile project approach.
![Page 26: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/26.jpg)
Cross portfolio analytics
![Page 27: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/27.jpg)
Building role and interest specific dashboards
![Page 28: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/28.jpg)
Personalising content recommendations.
![Page 29: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/29.jpg)
We’re working on bringing our audiences alive by sharing audience insights internally and externally.
![Page 30: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/30.jpg)
4. BUILDING A NEW
TEAM FOCUSED ON INSIGHTS
![Page 31: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/31.jpg)
DATA ANALYST
COMMUNITY INSIGHTS AND STORIES
CAMPAIGN INSIGHTS
INTERVIEWS 1-2-1 CONVERSATIONS
![Page 32: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/32.jpg)
5. CREATING A NEW
PUBLISHING PLATFORM
![Page 33: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/33.jpg)
We’re reimagining how we might create amazing sites that inspire people.
![Page 34: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/34.jpg)
Cxense will power part of our new publishing platform.
Relevancy. Personalised experiences. Engagement.
![Page 35: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/35.jpg)
Site-as-a-service “One in which the reader’s needs or desires are paramount, rather than the journalistic instincts of the author.”
https://medium.com/whither-news/content-vs-service-ddbb432ab77
![Page 36: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/36.jpg)
7 things we’ve learnt so far when implementing a DMP…
![Page 37: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/37.jpg)
Research the market to cut through the ‘brain boil’.
![Page 38: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/38.jpg)
Select a partner based upon a meeting of values.
![Page 39: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/39.jpg)
Form an internal working group with people from different teams.
![Page 40: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/40.jpg)
Identify the business goals and metrics that matter.
![Page 41: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/41.jpg)
Take small steps to learn how things work. Define, test, review, learn, revise.
![Page 42: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/42.jpg)
Be realistic about timelines. Things always take longer than you think.
![Page 43: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/43.jpg)
Make the project visible internally.
![Page 44: Our approach to creating greater audience engagement](https://reader034.vdocuments.us/reader034/viewer/2022051323/547e3e97b4af9fda158b55cd/html5/thumbnails/44.jpg)
We’re just starting out on our journey. We’d love to share in your journey too. [email protected] @ianrobins