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1 Knowing Your Audience Readership analytics and editorial strategies for online news The Norman Lear Center Annenberg School for Communications & Journalism University of Southern California Todd Cunningham, Director Media Impact Project April 5, 2014 ISOJ 2014

Knowing Your Audience Readership analytics and editorial strategies for online news

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Knowing Your Audience Readership analytics and editorial strategies for online news. ISOJ 2014. The Norman Lear Center Annenberg School for Communications & Journalism University of Southern California. Todd Cunningham, Director Media Impact Project April 5, 2014. 1. - PowerPoint PPT Presentation

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Page 1: Knowing Your Audience Readership analytics and editorial  strategies for online news

1

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

Page 2: Knowing Your Audience Readership analytics and editorial  strategies for online news

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

3

MEDIA IMPACT

Page 3: Knowing Your Audience Readership analytics and editorial  strategies for online news

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

4

MISSION STATEMENT

Page 4: Knowing Your Audience Readership analytics and editorial  strategies for online news

5

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

COLLECTING SMART APPROACHES

Page 5: Knowing Your Audience Readership analytics and editorial  strategies for online news

5

DATAREPOSITORY

USER DASHBOARD & TOOLS

ANALYTIC METHODS

ANALYTICSENGINE

DATA ANALYTICS CENTER

COLLECTING BEST TOOLS

Page 6: Knowing Your Audience Readership analytics and editorial  strategies for online news

6

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

Page 7: Knowing Your Audience Readership analytics and editorial  strategies for online news

28

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/retweeting

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

Page 8: Knowing Your Audience Readership analytics and editorial  strategies for online news

Data

VerbType

&Frequenc

y

Impact

Model

OtherObservatio

ns

IMPA

CTM

EASU

RE

classifier

THE VERBS

29

cohorts

MAPPING ACTION & IMPACT

DEVELOPING SMART APPROACHES

Page 9: Knowing Your Audience Readership analytics and editorial  strategies for online news

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

Page 10: Knowing Your Audience Readership analytics and editorial  strategies for online news

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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

Page 11: Knowing Your Audience Readership analytics and editorial  strategies for online news

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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

Page 12: Knowing Your Audience Readership analytics and editorial  strategies for online news

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

Todd [email protected]

323-557-1085

@ToddMIP

WE’RE HIRING

Page 13: Knowing Your Audience Readership analytics and editorial  strategies for online news

THANK YOUTodd Cunningham

[email protected]

@ToddMIP