Slides for the APME Newstrain workshop in Chicago, March 26-27, 2010.

1. 1
Journalism Next:
Knowing Your Audiences
Mark Briggs, CEO, Serra Media
Author of Journalism 2.0 and Journalism Next
March. 26-27, 2010
Friday, March 26, 2010

2. 2
About me
Friday, March 26, 2010

3. 3
Who is my audience?
Friday, March 26, 2010

4. 4
Global interconnectedness
Information/Data Everywhere
Automation of Data Feeds
Multiple Display Points
Multiple Audience/Brand
Interaction Points
Friday, March 26, 2010

5. 5
New information ecosystem
Participatory and
user generated media
Networked conversations
produce a flood
of new information
It’s a mobile, global world
Friday, March 26, 2010

6. 6
State of the news media
Friday, March 26, 2010

7. 7
Tracking the audience
Everything is measurable online
Some of the best tools for analytics are
free
Having the data isn’t enough; you have to
DO SOMETHING with it
Friday, March 26, 2010

8. 8
Tracking the audience
Friday, March 26, 2010

9. 9
Tracking the audience
What gets
measured,
gets
managed
What gets
managed,
gets done
Friday, March 26, 2010

10. 10
Tracking the audience
Friday, March 26, 2010

11. 11
Tracking the audience
Questions to ask your data:
What search terms are readers using to find your site?
What’s the return frequency of your local audience?
Which content sections have the highest percentage of
visits from local readers?
What’s the bounce rate among visitors who enter at
articles? What about the homepage?
What social media sources send you the most visitors?
What is the open rate for your email newsletters?
Friday, March 26, 2010

12. 12
Tracking the audience
Questions to ask with
your data:
What content has a good ROI? (Can you do more of it?)
What content does not have a good ROI? (Can you do
less of it?)
Investigate how readers find your content. When they
visit, are they exposed to related content they would
find relevant or interesting?
What content generates the most visits from social
media sources? (Can you do more of it?)
Friday, March 26, 2010

13. 13
Tracking the audience
Review past performance of specific sections to generate historical
averages on a per month or per week basis.
Determine which areas of your site have the most potential for growth and
decide what new initiatives you can launch to tap them.
Set an aggressive but realistic goal for growth over a 6- or 12-month
period, based on the new initiatives.
Review the audience data each week to track progress. If the numbers
aren’t trending in the right direction, adjust your content strategy and
execution and try something new.
Friday, March 26, 2010

14. 14
Knowing your audience
Questions?
Slides available: www.slideshare.net/mark.briggs
Friday, March 26, 2010