ASNE/ APME Audiences: The Future of Media Tech September 2014 – Chicago
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OBSERVATION: How do Journalists perceive the media ecosystem?
Observation: How journalists perceive the media ecosystem in 2014
Newsroom Ecosystem Focus: People interact with news on their devices, in social networks or in print.
STUDY: How do Non-Journalists perceive the media ecosystem?
Non-Journalist Ecosystem Focus: Systems, tools, content and partners are all interconnected and are vital components of the ecosystem.
Bell’s Telephone: The more people bought and used it, the more valuable it became.
Newspapers produce the value. Therefore you are the product. Apple, Uber, Amazon are platform businesses with insatiable audiences. Value is created on the outside, too.
SHIFT: Product to Platform in order to sustain and grow newspaper audiences.
Three Key Opportunities 1. Rethinking your audience. 2. Engaging your audience. 3. Distributing news to your audience.
1 Rethinking Audience Strategy Focus on your consumer, not just her device.
Current News Story Dimensions Long Digital LEGACY mobile, web, newspaper, TV social, app, broadcast, radio database, etc. broadcast Short
Unintended Consequence: Device > Consumer
What are the other dimensions of news storytelling?
Future Story Dimensions Consumer
Future Story Dimensions Driving? Jogging? App or HTML5? Researching? Screen size? Looking for social media posts? Home location? Trending for her? New location? Work location? Consumer Commuting? Will she engage? At the gym? Eating dinner? New content Lean forward? recommendation? Lean back?
News content can go anywhere
Current Audience Realities
TEMPORAL Developed for the news consumer at a particular moment in time, given that there are N# variables in time and activity.
ACTIVITIES Developed for the news consumer’s activities at that moment in time.
BEHAVIORS Developed for the news consumer given her past and predicted behaviors.
IQ/EQ Developed so that it meets the news consumer’s intellectual and emotional needs at that moment.
TREND Social personalization
Case Study: Nuzzel App
Case Study: Nuzzel App
Case Study: Nuzzel App
Simple Case Study: Nuzzel App Temporal: incremental units of time; manual or automatic Activities: UI shows exactly the right amount of information for screen Behaviors: aggregates content based on who I interact with on Twitter IQ/EQ: makes me smarter faster
Case Study: NYT Now
Case Study: NYT Now Temporal: When is the consumer opening? When is the content being pushed? Activities: Accelerometer to determine story type and content? Behaviors: Consider a user’s actions while in the app? IQ/EQ: Does it make her smarter faster? Or compelled to take action?
OBSERVATION: Newspapers compete by adding new features to existing products. You must shift your mindset and business practices to encourage network eﬀects.
Opportunities: Journal Sentinel
Opportunities: Journal Sentinel Intent: Make it easier for our audience to understand an important story. Execution: May be more diﬃcult for our audience; may be oﬀ-putting for our audience.
TREND Explainers and Cards
Vox is starting to rewrite the news media ecosystem rules.
KEY TAKEAWAY Newspaper journalism is increasingly incompatible with our devices. Develop content for people. Not their devices.
Just One Thing Self-Audit Strategy = Pick 5 stories a day and interact with them in diﬀerent scenarios and on diﬀerent devices.
2 Engaging Your Audience Use data to learn about your audience and what they want to know.
Do you really know which stories are more likely to engage your audience?
Do you have DATA to prove your hypothesis?
Four Broad Audience Quadrants Actual Emerging CURRENT CUSTOMERS ??? ??? Theoretical Potential ???
What is unique about the Sun’s coverage? Why should I go to the site?
Two diﬀerent approaches.
1Human editors informed by algorithmic decisions and smart data analysis.
You may not approve of their editorial content. But you must learn from their data strategy.
Data Analysis Just a few points of many. . Beyond A/B Testing: • Predicting Outcome For Average User • Predicting Outcome For Individual User Beyond Social Testing: • Click/ Retention Outcome T time of day P kinds of photos S kinds of stories N on diﬀerent social networks
2Brands with a very strong POV and voice across platforms. +As platforms.
TREND Platform over product
KEY TAKEAWAY Think more broadly about platform. Who is your audience? How do you engage them?
Winning the internet isn’t rocket science. It’s DATA science.
Just One Thing Predictive Modeling Strategy = Think through how you could increase weekend traﬃc.
Data Analysis Data: • Past 6 months al traﬃc • Past 6 months social interactions Assumptions: • Website/ Internet didn’t go down • Exlude outliers (holidays, big breaking news) Learn: • Categorize stories read by theme • Categorize stories read by device • Which categories read at X time/ on X device • Which categories referred traﬃc by X network • Etc. etc. etc.
3 Distributing News How should your news content be deployed?
ALSA.org traﬃc > 7775% SimilarWeb August 2014 data
Elements Time Name People Accept Challenge Ice Action Ice Reaction Nominate People
Formula [10T x (P1 + C1] => [5T x (I1 + I2)] => [5T x (N1 + N2 + N3)] Where.....
Formula 1. Content ≠ on just one platform 2. Content requires social platforms 3. Content = highly visual 4. Content is participatory 5. Anyone can participate 6. Directions are clear 7. Information + fun 8. There is a deadline
Formula 1. Adult tells kid aphorism 2. Adult = sing it together? 3. The sing just the chorus 4. <optional> Kid asks N# for advice 5. #MinnStarTomorrow 6. Spread on FB, Twitter 7. Upload best of on site
TREND Simple social formulas
TREND Participatory memes
Algorithmic Distribution (aggressive story versioning)
Human editors and algorithms working together. Determining the right story for the right platform, place, time. Journalists still determine what stories matter.
KEY TAKEAWAY Content doesn’t just go viral. There’s a formula. How do you distribute the right piece of content to the right audience at the right time?
Just One Thing Distribution Strategy = Think through how you might distribute and deploy content diﬀerently, more personal y.