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
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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.
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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
Role that media play in changing knowledge, attitudes and behavior among individuals and communities, large and small, around the world.
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MEDIA IMPACT
Media Impact Project is a global hub for collecting, developing and distributing the smartest approaches and best tools for measuring the impact of media.
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MISSION STATEMENT
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Lit Review Focus on organizations that are ‘culturally ready’ for impact measurement
COLLECTING SMART APPROACHES
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DATAREPOSITORY
USER DASHBOARD & TOOLS
ANALYTIC METHODS
ANALYTICSENGINE
DATA ANALYTICS CENTER
COLLECTING BEST TOOLS
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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
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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/retwe
eting
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
Data
VerbType
&Frequenc
y
Impact
Model
OtherObservatio
ns
IMPA
CT
MEA
SU
RE
classifier
THE VERBS
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cohorts
MAPPING ACTION & IMPACT
DEVELOPING SMART APPROACHES
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
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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
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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
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