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Knowing Your Audience Readership analytics and editorial strategies for online news

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.

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Knowing Your Audience Readership analytics and editorial strategies for online news

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  1. 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

  2. Role that media play in changing knowledge, attitudes and behavior among individuals and communities, large and small, around the world. MEDIA IMPACT • 3

  3. Media Impact Project is a global hub for collecting, developing and distributing the smartest approaches and best tools for measuring the impact of media. MISSION STATEMENT • 4

  4. COLLECTING SMART APPROACHES • Lit Review • Focus on organizations that are ‘culturally ready’ for impact measurement • 5

  5. DATA ANALYTICS CENTER COLLECTING BEST TOOLS • USER DASHBOARD & TOOLS • ANALYTIC METHODS • ANALYTICSENGINE • DATA • REPOSITORY

  6. 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 DEVELOPING SMART APPROACHES

  7. THE VERBS OF ONLINE ACTIONS DEVELOPING SMART APPROACHES • 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 trades money • or info for goods • or services • Donating, • registering for • an event, buying • … • … • User sign up to • receive content • Subscribing to an e-mail newsletter, registering, liking a Facebook page, downloading a mobile app • 28

  8. MAPPING ACTION & IMPACT DEVELOPING SMART APPROACHES • THE • VERBS • Impact • Model • Verb • Type • & • Frequency • IMPACT • MEASURE • Data • classifier • cohorts • Other • Observations • 29

  9. Black Twitter/SCANDAL • What 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’ DEVELOPING BEST TOOLS

  10. DISTRIBUTING SMART APPROACHES AND 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

  11. Landscape Analysis • What does the arc of the actual measurement experience of the person who is responsible for analytics look like? WHAT’S NEXT

  12. WE’RE HIRING • 8383 Wilshire Blvd., Suite 620 • Beverly Hills, CA 90211 • Todd Cunningham • todd.cunningham@usc.edu • 323-557-1085 • @ToddMIP

  13. THANK YOU • Todd Cunningham • todd.cunningham@usc.edu • 323-557-1085 • @ToddMIP

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