Presentation to CNM Students - 07 Sep 2016

CNM Newsroom& Audience Engagement

Online Content Publishing

© 2016 5N Consultancy & Services. All Rights Reserved.

About Myself

Women should not study!

Singapore’s Population Growth Incentives

Singapore's fertility rates remain amongst the lowest in the world although there have been increases to the Baby Bonuses and childcare leave for both parents. Many young ……… (READ MORE)

(Click here to find out why)

Neel Sethi, 12, goes from bhangra class in Manhattan to star of the Jungle Book

"I've never done this before so I think this is normal - but it's not," he says, nonplussed, while on a promotional trip for his film in Mumbai.………

(READ MORE)

Internet company LinkedIn has invested $80 million to build a data centre in Jurong to support its growth in the region.(Read More)

https://www.youtube.com/watch?v=NRhg-oDbz18&index=4&list=PLM01qGsFuh5Ybr9oSPIVOnDtUi3wd25TT

http://www.iq.sg/


http://www.straitstimes.com/business/companies-markets/linkedin-builds-80m-data-centre-in-jurong

WHAT MAKES YOU CLICK?

Interaction

Audience Engagement

OnlineFollow

Sharing

ConversationInvolvement

Like

Feedback

Dislike

Participation

React

Sales Conversion Funnel

Customer

Target Market

Prospects

Leads

Conversion Point


Online Engagement Behaviour

Visit Consider Click

ConsumeInteractContribute

Convert

Read / View / Test Like / React / ShareComment / Posts

Follow / Like Page / Return

Awar

e(E.g: Facebook)

Customer

Target Market

Prospects

Leads

Conversion Point

• Awareness• Visit

• Consider• Click

• Consume

• Contribute• Interact

• Convert

• Loyal (Return)


Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


STRA

TEG

Y &

PL

ANN

ING


The Mission

The Singapore Narrative - Voices of Tomorrow (i.e. CNM Newsroom) aims to presents pressing issues in the Singapore community, so as to raise attention on them.

STRA

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Y &

PL

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ING


Understand Target Audience

The Singapore Narrative - Voices of Tomorrow (i.e. CNM Newsroom) aims to presents pressing issues in the Singapore community, so as to raise attention on them.

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TEG

Y &

PL

ANN

ING


Size of Audience

Singaporeans? All residents? Entire population?

Below 20 years : 845,30020 - 64 Years : 2,597,70065 years & over : 459,700

Resident Population Profile

Apply 97% literacy rate

3,339 710

STRA

TEG

Y &

PL

ANN

ING

Size of Audience / Segmentation

Residents3,339 710

Approximate Break down based on % of Highest Qualification Attained of Resident Population (2014 Stats)

901,721

500,956

300,573

634,549

1,035,310

28% University

9% Post-Secondary (Non-Tertiary)

15% (Diploma & Professional Qualification)

19% Secondary31% Below Secondary

(Note: % has been rounded up)

Target Audience for:• Videos• Relevant Subject

Matters

Target Audience for:• Engagement• Articles

About 1.7 million

STRA

TEG

Y &

PL

ANN

ING

Target Audience Segmentation

“dividing audience (customer) into distinct groups”

• Demographic• Geographic

• Socio-Economic• Psychographic

“Starbucks’ customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare.” (Renee O'Farrell)

GfK MRI Survey of the American Consumer, Spring '10

Personality, Interests

Opinions,Lifestyle

CONTENT STRA

TEG

Y &

PL

ANN

ING

Psychographic Segmentation

How to obtain psychographics of your target

audience?

1. Market Intelligence Reports

2. Web Analytics

3. Interviews

(Euromonitor International, Mintel)

(Google Analytics!)

(1-to-1 Interviews, Surveys)

STRA

TEG

Y &

PL

ANN

ING

Psychographic Segmentation

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Psychographics of Website Visitors

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PL

ANN

ING

Psychographics of YouTube Subscribers

Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


• Issues / Topics that will interest target audience

• Format that appeals to target audience

• Medium that is commonly accessed by target audience

• Online behaviour

Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


CREA

TIO

NFRAMING THEORY

‘how something presented to audience (framed), influences the choices people make about how to process and respond to the information’(Adopting from Media Framing in

Mass Communications)Photo credits: http://www.theatlantic.com/entertainment/archive/2014/08/a-video-game-for-ferguson/379110/

CREA

TIO

NFRAMING THEORY

Brand Name of YouTube Channel

CNM News Room

The Singapore Narrative

vs.

“Women should NOT study!”M

essa

ge F

ram

ing

Women should NOT study

Mes

sage

Fra

min

g

Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


“Human attention is the crude oil of 21st century”

(Sh lomo Benart iz i )

Seeking Attention

Cognitive Overload

“in a screen filled with excessive information”

An average Web visitor is not carefully assessing the content.

They react based on 1ST IMPRESSION.

They decide whether to engaged or look away within few seconds.

IMPORTANT NOTE1st Impression shapes online judgment

PUBL

ISH

ING







(READ MORE)



http://www.iq.sg/



Given the fractionof secondhow can you ensure that your target audience notices your content?

1. Interface

2. Design

3. Familiarity

4. Drive emotions

5. Relevant

(Quick Access, Facebook Pin to Top)

(Colours, Theme, Aesthetics , IA)

(Arrange of content, Categorize)

(Anger, Sad, Joy, Good Feel)

(Concerning them and their issues)

Seeking AttentionPU

BLIS

HIN

G

Maybe not a fractionAn average person gives 15 seconds for fresh piece of content

- Tony Haile

HOW CAN YOU FIND OUT?

• Google analytics Only counts time from Page to Page. Time on last page is not calculated

• User TestingConduct some beta testing to see how long target audience sample views, interacts and engages.

Audience Retention

Slowing Down Their Mind

If your objective is to make the audience read the text till the end (or watch the video till end)

The trick of disfluencyMaking audience notice what they would normally skim over

Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


What are the objectives?• Have high number unique visitors to Website• Have high number of ”Subscribers” • Have a high increase in FB Likes• See increasing number of new visitors • …….

Specific Clear

PRO

MO

TIO

NDetermining objectives & targets

PRO

MO

TIO

NDetermining objectives & targets

What are clear & specific objectives & targets?

• Have a high viewership of content Maintain an average of 2,000 views for each IQ Hitlist video

• Have a high number of clicks Maintain an average of 30 clicks for each FB post

Specify the metrics

Size of Target Audience 1.7 million

If 69% of target audience use Facebook(3.8 million registered users / 5.5 million population)

Target Audience on FB is 1.17 million

1% of this market share

11,700 of Target Audience liking FB or subscribers

PRO

MO

TIO

NDrawing metrics

PRO

MO

TIO

NMedium

• Facebook

• YouTube

• Website

• Instagram

• …

Strategy & Planning

Creation

Publishing

Promotion

Analytics


Process


ANAL

YTIC

SGoogle Analytics > Location

ANAL

YTIC

SYouTube > Source of Traffic

ANAL

YTIC

SGoogle Analytics > User Interest

Using Analytics to Cater

ANAL

YTIC

S







(READ MORE)



http://www.iq.sg/




Despite the Baby Bonus, fertility rates remain low.Will the new Growth Incentives help?



Could he have missed the medal if he was schooled here?

He was no ordinary Singaporean. He was not hear for a very long time. He was not schooled here. He went through a different schooling system. Could this have..

(READ MORE)



http://www.iq.sg/




Who are the audience?

What content do they like?

Why do they like that content?

Where do they look for such content?

When do they engage with the content?

How do they engage with content?

Questions content publishers must ask and answer

Being a content marketer / publisher

• Text• Images• Audio• Video

TYPES OF CONTENT

Know Your AudienceRefer to Target

Market Analysis

Web Analytics MAY help

Test & Experiment to Study

Topics / Sub-topics

Documents

Presentation to CNM Students - 07 Sep 2016