1 / 27

From SEO to Engagement

From SEO to Engagement. 40 Million Page Views Is Not Enough. What is engagement?.

kenaz
Télécharger la présentation

From SEO to Engagement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. From SEO to Engagement 40 Million Page Views Is Not Enough @grovesprof | @brizzyc

  2. @grovesprof | @brizzyc

  3. @grovesprof | @brizzyc

  4. @grovesprof | @brizzyc

  5. What is engagement? @grovesprof | @brizzyc

  6. @grovesprof | @brizzyc

  7. What’s interesting is that the SEO side is a lever you can pull.You know how to work it, or we’ve figured out how to work it. We know if we do X, then we’re going to get Y, just like a machine, spit it out. We have no idea how to do the other one [engagement], so we’re just blind and fumbling around in the dark. @grovesprof | @brizzyc

  8. @grovesprof | @brizzyc

  9. I just think the traffic numbers are a tremendous blow to that prestige. Because what it reveals is that for decades we may have thought, you know, these stories were our best, and readers would see that too, and see that as distinctive. And what you learn is that they’re just mostly ignored ... @grovesprof | @brizzyc

  10. The world according to It’s almost a single point of failure because if they could shut it down and decide that’s an experiment that didn’t work, that didn’t pay, and Google just shuts down — that’s like half of our business model … when you’re living in Google News’ world, you can’t actually put anything on the news agenda. And it’s already got to be there, and then they just find your version of it. @grovesprof | @brizzyc

  11. Napoli’s model of engagement ENGAGEMENT Attentiveness Appreciation Recall Awareness Interest Exposure Behavior Emotion Attitude Loyalty @grovesprof | @brizzyc

  12. True engagement? Participatory journalism @grovesprof | @brizzyc

  13. @grovesprof | @brizzyc

  14. We’re nimble, responsive, authoritative, and conversational. We are part of the world's daily conversation. And we are working hard to build deeper loyalty to our brand of journalism. With every trending article, with every quiz, list, gallery, and referral, we make a friendly recommendation to visitors to view our more in-depth journalism …— Jan. 3, 2012, e-mail from management to staff @grovesprof | @brizzyc

  15. @grovesprof | @brizzyc

  16. Monitor metrics: Return visits • Nine or more return visits • O.85% (May 2011) | 1.35% (May 2012) @grovesprof | @brizzyc

  17. Monitor metrics: Time spent per visit @grovesprof | @brizzyc

  18. Loyalty, not deep engagement @grovesprof | @brizzyc

  19. Some of our best journalists are actually getting the most traffic. But some of our best journalists aren’t. So what’s the distinction there? … ‘Hey guys, some people are really contributing a lot,and some people aren’t,’ and it’s the first time we’ve ever talked about that. And it’s not an easy conversation to have. @grovesprof | @brizzyc

  20. …you put all this effort into getting lots of traffic, but who are those people that are coming, and what do they think about the experience that they have here? And now the managers are starting to talk more about that experience, and brand and loyalty and things like that, but I just don’t see how you can build a brand on writing ‘American Idol’ stories, or Google Doodle stories, or whatever. @grovesprof | @brizzyc

  21. @CSMonitor: 37,202 followers • @CSMPolitics: 3,196 followers SOCIAL MEDIA: 3% of referral traffic • 76,175 likes @grovesprof | @brizzyc

  22. …the only way I see of Facebook generating revenue for usis if people click on stories and come back to our site, and we don’t have the scale yet to drive much traffic from that, so you know, it hasn’t worked yet for us in any great way. @grovesprof | @brizzyc

  23. Napoli’s model of engagement ENGAGEMENT Attentiveness Appreciation Recall Awareness Interest Exposure Behavior Emotion Attitude Loyalty @grovesprof | @brizzyc

  24. @grovesprof | @brizzyc

  25. We've made this change after extensive analysis of the comments our articles have received over the past two years. Some have been thoughtful. Some have added useful information or pointed out our mistakes. Thank you for those. But many comments have been non-productive. @grovesprof | @brizzyc

  26. Napoli’s model of engagement ENGAGEMENT Attentiveness Appreciation Recall Awareness Interest Exposure Behavior Emotion Attitude Loyalty @grovesprof | @brizzyc

  27. Thank you! Dr. Jonathan Groves Assistant Professor, Drury University Twitter: @grovesprof E-mail: jgroves@drury.edu Blog: changingjournalism.org Dr. Carrie Brown-Smith Assistant Professor, University of Memphis Twitter: @Brizzyc E-mail: cbrown14@memphis.edu Blog: changingnewsroom.wordpress.com

More Related