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UNCONFERENCE

Engaging your audience through audience engagement

Special thanks to our slide sponsor:

Join the conversation with #ONA17

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“Audience Engagement”

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“Audience Engagement”

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“Strategy”

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179

“Strategy”

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“Leadership”

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“Leadership”

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“Video”

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“Video”

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Engagement: Beyond the buzzword

Greg �Emerson

Mobile Product Manager The Wall Street Journal

@emersongreg

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“ENGAGEMENT”

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“ENGAGEMENT”

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“ENGAGEMENT”

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Loyalty

The one metric that matters

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Engagement Level: 1

Consuming

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Consuming content

Digital consumption comes in many forms:

Reading
Watching
Listening
Taking a quiz/poll
Interacting with a graphic

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Example

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Consuming content

Key performance indicators:

Content views/starts per user
Content completes per start

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Engagement Level: 2

Searching

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“Searching is not about letting readers look for things, it’s about helping readers find things”

�Me. Right now.

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Example

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Searching for your content

Key performance indicators:

% of active users that conducted a search
% of searchers that tapped/clicked on a result

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Engagement Level: 3

Saving

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Saving for later

Many flavors of saving:

Saved articles
Followed topics
+Add to playlist
Sign up for push notifications/newsletters

Next we have actions like SAVING or FOLLOWING.

These are the signals that your audience cares enough to tell you “I want to come back, and I want more of your content”. If it’s saving an article, building a customized profile, creating playlists, and yes, signing up for push notifications or newsletters. These are all ways for a reader to say “give me more”.

One conversation happening quite a bit at the Journal is over how much is too much stuff to send people? We introduced the ability for readers to follow authors they like, and to build a personal stock watchlist, we surface their saved articles and we offer them 9 push notification categories to opt into. It’s a lot.

But I’ll give you a piece of insight from our numbers: It’s additive. People can sign up for as little or as much as they want, and they do.

In a way it’s their challenge to you: I’ll let you send me some stuff, and we’ll see how good you are at sending me the right stuff.

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Examples

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Saving for later

Key performance indicators:

Saves/follows per user
Content starts from saved/followed lists
Push/newsletter opt-in rate
Push/newsletter open rate

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Engagement Level: 4

Sharing

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“ENGAGEMENT”

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“Sharing is the only engagement a reader can have with your content that widens the engagement funnel itself.”

�Me. Right now.

“

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Example

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Example

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Sharing with friends

Key performance indicator:

Average number of shares per user per week

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Engagement Level: 5

Contributing

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Contributing content

Become a platform.

Commenting
Quiz-builder
Blog posts

News tips
User-generated video

Essentially, you want to become a platform in as many ways as you and your organization are comfortable with. That covers allowing comments, soliiting news tips, even entire blog posts, quizzes or full-blown articles. These are all the ways that people contribute content to

your platform without you paying them for it.

Unfortunately, that passion can have side effects because commenting, while a great way to turn yourself into a platform and encourage readers to start making their own content on your platform, you have to seriously invest in moderation of comment boards or this can go quickly toxic and have the opposite effect of alienating other readers.

And it makes sense - these actions taken by your most engaged audience SHOULD require a good amount of investment to keep the experience people have with it a positive one.

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Example

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Contributing content

Key performance indicator:

% of users who submitted a comment/tip/post

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Contributing content

Key performance indicator:

% of users who submitted a comment/tip/post
Free $$$ made from your most engaged audience.

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Questions?

@emersongreg

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