audience development framework
TRANSCRIPT
Audience Development How To Double Your Audience In Three Months
Cathy Ma
Audience Development Director @cathyma
About Cathy
Agenda 1. Business Goals 2. Audience Development Framework 3. The Four Opportunities
ABOUT THE DEBRIEF Defining Our Business Goals
The Debrief’s Audience Growth
0
100
200
300
400
500
600
700
800
900
Thou
sand
s Unique Users
AUDIENCE DEVELOPMENT FRAMEWORK Introducing
People / Process / Culture
Editorial Calendar
Social media trending data
Search keywords
Brand’s agenda/events
Content Published
Keywords optimised?
Social optimised?
Seed-marketing
(internal push)
Email marketing
Social marketing
Report on what works/what
doesn’t
Editorial check Editorial Direction
Analytics Feedback loop – do more that works less that doesn’t
1.
Opportunities
2.
3.
4.
SEARCH AND SOCIAL DATA Opportunity #1
Content Data toolkit 1. Search: Google Adwords, Hitwise & Rank
trackers (bought / in-‐house) 2. Social: Newswhip (Spike) / Buzzsumo 3. Performance: Web AnalyRcs, Social Insights
Hitwise Tracker
Buzzsumo – Trending Data
WHAT DOES OPTIMISATION MEAN? Opportunity #2
Search - Evergreen
Being social does not equal to being frivolous
Optimisation Backlog
PERFORMANCE FEEDBACK LOOP Opportunity #3
Daily Visual Feedback
CONTENT MARKETING Opportunity #4
Working Together
People / Process / Culture
Editorial Calendar
Social media trending data
Search keywords
Brand’s agenda/events
Content Published
Keywords optimised?
Social optimised?
Seed-marketing
(internal push)
Email marketing
Social marketing
Report on what works/what
doesn’t
Editorial check Editorial Direction
Analytics Feedback loop – do more that works less that doesn’t
1.
Opportunities
2.
3.
4.
Summary 1. Data is King: Search & Social Insights 2. Optimise and optimise 3. Leverage your network 4. Audience First Content Strategy
[email protected] Questions / Comments?