2. ● the art and science of getting
our journalism to readers
● enhancing the reach and
impact of our work
● expanding our loyal and
engaged audience
● packaging and promotion;
two-way relationship with
readers, loyalty
What is
Audience
Engagement?
4. With the endless upheaval in
technology, reader habits and the
shifting business models, New
Corp VCCircle needs to pursue
smart new strategies for growing
its audience. It’s URGENT because
digital media is getting more
crowded, is owned or funded by
companies with deep pockets and
innovating fast
Why do we need
Audience
Engagement
Today?
5. ● data to inform decisions
● digital first strategies
● digital experiments and results
back to the newsroom
● new areas, new learnings
● constant mapping of new digital
trends
Key tasks
11. Key themes for VCC, few
examples:
● funding constraint for
startups
● Flipkart Vs Snapdeal
● Nikesh Arora, Softbank
● startups closing (India
Homes etc)
● devaluation (Zomato,
Flipkart etc)
● Audience mapping and insights
● Digital experiments and results
back to the newsroom
● Data to inform decisions
○ A/B/headline testing
○ identifying
themes/snackable content
○ audience insights/
behaviour/trends
○ content personalisation
& Lots more….
12. 4 million monthly users
(2013)
22 million monthly active
users
Snapchat Close to 4
million per month. Popular
among 15-25 year olds
5.9 million Indian monthly
active mobile users (July
2015)
90% users below 30 years of
age 18-24 age group most
active In India, over 70 million
people monthly users
New areas/platforms, new learnings
Packaging on platforms, theme based/periodic experiments, test, measure, report
13. ● Monthly magazine of Infographics on
Startups
● Monthly issue of entrepreneur profiles
● VCCEdge research reports
● Whatsapp, LinkedIn Pulse for
VC+TC+Infra
Whatsapp experiments
● Relevant content for event and training
delegates
● Event coverages. Eg. Budget live
coverage
Snapchat:
● TC Videos on product reviews
● TC Tim Cook in India (by reporter covering his
press conference)
● TC The day Apple released the latest iphone
(Coverage from the store with user reviews)
● TC audio-visual stories around these such as a
day with a Startup Founder
● Instagram: Primarily TC + all infographics from
VC, TC, Infra + All interesting images + Showcase
work done by Design for various VCC initiatives
● Flipboard/DailyHunt:
● Weekly issues on notable Infra columns, Monthly
compilation of sector specific stories
Packaging on platforms, theme based/periodic
experiments, test, measure, report
17. ● Weekly and monthly campaigns for
engagement
● Content Customised for Social
(Inspirational Investor Quotes,
Memorable dates in the deals
ecosystem, Key innovations in
startups, Silent, visual videos,
Facebook Live, Twitter polls on
stories of the day, notable influencer
quotes from stories )
Expanding
Scope
● FB page for infographic only
stories from VCC, for
example
18. Newsletters
and Mailers
● expanding newsletter subscribers
● experiments with free newsletter
platforms
● getting back unsubscribers into the
fold
● run audience surveys (with TA and
unsubscribers), prepare reports,
revise strategies and action
● reaching out to target audience,
communities, influencers
● digital outreach through mailers and
emails
● one-on-one outreach through
meetings, attending events
20. Quarter 1: VC, TC, Infra
● Daily engagement with Editorial
● Identifying, building on and founding
communities for all three platforms
● Influencer management – Reach out to
relevant ones, build relationships
Work on aggressive promotion, share of
social to site traffic
● Weekly social campaigns as shared for
Q1
● Work on recommendations for
newsletters
Action Plan & Budget
● Mailer campaign for Infra on the existing
database
● Mailer campaign for VC + TC, to be sent
to D&B and other sales databases
2-4 one-on-one meetings a month with
influencers/ TA
● Attending in-house events
● Share monthly reports on competitor
strategies, trends and innovations in
digital
21. Quarter 2
● Report on learnings of Q 1 and evolve strategies
● Work on news product suggestions on the basis of audience data
● Exploration of new publishing platforms for packaging and distributing
content
● Mailer campaign for all three platforms on new databases
● Infra launch campaign on Social
Action Plan & Budget
22. Infra, VC, TC
Paid promotions on social
(Twitter, LinkedIn, Facebook):
● promote exclusive stories
● promote high-profile op-
eds
● a/b testing on infographic
only stories
● Posts for free newsletter
subscriptions
Budget
Infra campaign on LinkedIn (brand
building for InfraCircle)
● Inmails to top industry
veterans, government
officials, influencers
● Banner ads for Infra
● Sponsored updates
● Newsletter subscriptions
● Premium subscriptions
● All of this will reach out to
the TA of Infra.
Budget & Resources –
listed with Finance and
HR
Tools - Chartbeat
subscription, Hootsuite
subscription.
