How Expressen Rolled Out CrowdTangle to Drive Digital Literacy Across Their Business

By Christopher Miles, CrowdTangle Partnerships

What happens when you roll CrowdTangle out to your entire newsroom? Journalists find new stories. Editors build dynamic digital strategies. Product managers come up with new product ideas. Sales teams find new ways to do what they do best. That would be the hope anyways.

At CrowdTangle we’re always asked how people can roll out our tool within their (usually very large) organization. We get it, you’re finding all kinds of cool uses for CrowdTangle and want the rest of your company to do the same.

Dan Edström, development editor of social media at Swedish newspaper Expressen, led a rollout of CrowdTangle to over 150 people, and has tips on how you can do the same.

“Social media is a part of almost every operation in a newsroom today and everyone should at least have access to a tool that will help them with that,” Dan explains.

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News

Best practices and updates on video and monetization

By: Nick Grudin, VP of Media Partnerships & Maria Angelidou-Smith, Product Management Director

We have previously shared that Facebook is prioritizing content that encourages meaningful interactions between people and videos that people seek out and return to regularly. Today we are sharing early best practices on how creators and publishers can align to these priorities while providing detail on some of the updates we are making to help content partners monetize this type of content.

Best practices for shows and videos
An engaged and loyal audience has both a meaningful connection to your content and to fellow viewers. This type of audience has a direct correlation with monetization – as their intent to engage with your video content grows, so too can your monetization opportunities. Some best practices for how to drive this kind of viewing behavior include:

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Video

How Condé Nast Built Communities Using Facebook Groups Across Eight Publications

By Simone Oliver, News Partnerships

After Condé Nast Traveler (CNT) published a March 2017 editorial package called Women Who Travel, the publication realized they had an untapped community of readers eager to engage more deeply with this subject. In response, they launched Women Who Travel, a Facebook Group run by CNT for female travel lovers to have conversations in a safe environment. In just a few months, membership ballooned. It’s currently above 56k members — 73% of whom are active in the group on a monthly basis.* “We wanted to explore a new social channel that might be able to bring something different, and develop niche communities,” says Molly McGlew, social media strategist at Condé Nast. “People actively choose to come here for this conversation. It’s so much more supportive and you can actually have dialogue.”

As this test group took off, McGlew and the wider Condé Nast social strategy team helped scale Facebook Groups across eight of Condé Nast’s brands including The New Yorker, Vanity Fair, Allure, BRIDES, Golf Digest, SELF and Teen Vogue. Each group is built around a niche passion related to the publication that runs it, and serves as a space for people to connect with each other and learn from the expertise of these publications. Groups from Vanity Fair’s Reel Women to The New Yorker Movie Club have become areas where editors, reporters, celebrity guests, and group members can have meaningful dialogue around a topic they’re passionate about. Not only has this helped inform editorial strategies for several publications, but it’s helped build a greater loyalty between group members and Condé Nast publications.

We’ll look at three different groups that Condé Nast runs, find out what their mission is, what kind of content they’re putting into the group or generating from it, and identify some key learnings for other publishers.

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News

Inside The Local News Subscriptions Accelerator: How The Boston Globe Used Cliffhangers to Generate Email Leads

By Joseph Lichterman, Senior Business Associate, The Lenfest Institute

In November 2016, Boston Globe reporter Billy Baker published “The Power of Will,” a five-chapter story about a young boy with cancer and how his father worked tirelessly to try and find a cure.

Each chapter ended in a cliff-hanger, enticing readers to continue with the story. The Globe published all five chapters at once, but only subscribers had immediate access to the full narrative.

Readers who didn’t subscribe to the Globe could only read the first chapter, and the publisher then made subsequent chapters available to non-subscribers over the course of a few days.

There was one way, though, that readers who weren’t subscribers could gain immediate access to the full story: They could give the Globe their email address.

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News

Spotlight on Local News: A Local Swedish Paper Connects Commuters and Affects Change Through Facebook Groups

By John Severinson, News Partnerships

Upsala Nya Tidning (UNT), a Swedish paper serving the city of Uppsala, wanted a better way to gain insight into the daily lives of their community. Specifically, they heard rumblings that the highly-touted train system that carries Uppsala’s commuters back and forth to Stockholm each day, had gotten too crowded and was falling behind schedule. The paper wanted to bring this large group of commuters together so they could share their stories with each other, and the paper could use this information to create meaningful journalism for the community.

UNT created the Facebook group “UNT pendlingskollen” (UNT commuter check up), to create a journalistic ecosystem around the daily challenges of the city’s commuters. It’s become a space for the 1,100 members to share real-time updates on train delays, and for UNT to have direct contact with sources. We talked with Jens Pettersson, Managing Editor, about how the group started, and how the journalism that’s come out of the group have led to tangible reforms and real world change for the city’s commuting population.
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A Diverse Music Community is a Very Good Thing

By Tamara Hrivnak, Head of Music Business Development and Partnerships, Facebook

Independent artists and labels are an important part of a rich music tapestry. Each of their voices and sounds matter to people. And people matter to Facebook. We are excited to continue partnering with the independent community to build more ways to bring people together through music in user videos and new social features on Facebook, Instagram, Oculus and Messenger.

Independent labels have been at the forefront of innovation and have embraced new opportunities on our platforms. Today, we are announcing key partnerships with the world’s leading independent companies.
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Music

How CrowdTangle Became the Colts’ 12th Man

By Carlin Scrudato, CrowdTangle Partnerships

The Indianapolis Colts demonstrate exactly what it looks like when a club leverages CrowdTangle to its fullest.

Amber Derrow is the Social Media Coordinator for the Colts, and a team of exactly one. What you’ll find below is how CrowdTangle helps her create efficiencies and decrease her workload.

The goal for the Colts during the season was to increase video views on branded content, help its sales and content teams pitch better ideas to advertisers, and track competitors in that space. Since using CrowdTangle’s branded content features, Amber has been able to drive video views, identify other NFL clubs working with specific advertisers (which helped uncover gaps in the Colts’ pitch), and to create automated reports for sales and video teams. Those reports helped those teams sell branded content more effectively in-market.

 

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Sports

Inside the Local News Subscriptions Accelerator: How to Optimize Your Website to Drive Subscriptions

By Joseph Lichterman, Senior Business Associate, The Lenfest Institute

Executives from 14 U.S. metro news publishers gathered at Facebook New York on March 28th and 29th to learn and share best practices for building and growing digital subscriptions, as part of the 3-month Facebook Journalism Project: Local News Subscription Accelerator. The first two days focused on foundations like developing performance benchmarks and changing company culture to embrace a customer-revenue model as well as optimizing existing marketing channels.

There’s limited real estate on news organizations’ websites, and there are lots of demands on that space. Calls to action can appear in multiple places on your site, but between the newsroom, advertising, marketing and more, there are competing priorities for how to best utilize those areas to drive digital subscriptions.

Jason Sylva, a former marketing executive at The Financial Times and The New York Times, spoke to participants in the Local News Subscriptions Accelerator and shared some tips for balancing the competing needs while effectively messaging your value proposition to potential subscribers.

There are primarily three types of areas available on your site to market subscriptions, Sylva said:

1. Owned: These are places on the site that are exclusively used for marketing digital subscriptions such as the messaging that pops up when a reader reaches the meter limit or other messaging for how many free stories they have left to read.

The owned interfaces are the most visible and most effective messages for converting subscribers and they should give readers choices and also make clear what you’re selling.

For instance, The New York Times changed its highest level subscription tier from “premium” to “home delivery.” The change in terminology more clearly explained what the Times was offering readers.

The user experience is just as important as the messaging and it’s critical that these interfaces load quickly and are simple to use.

2. Shared: Your external advertising slots are shared real estate, and it’s a constant struggle to figure out how much of that inventory should be dedicated to internal campaigns to promote digital subscriptions.

When it comes to marketing subscriptions in display advertising slots, there’s a lot of competition for user attention. As a result, you need a sharp, coherent message that clearly explains what you’re offering your users.

The easiest way to divvy up the inventory is by choosing a percentage, say 90 percent of the slots could be for ads and 10 percent could go toward marketing. But that’s not the best way, Sylva said.

Instead, it makes more sense to use propensity modeling to target users who are most likely to subscribe. The messaging you show readers could vary based on their location, the meter count, the content they’re reading, and more.

By leveraging as much data as you can, you can most effectively use your platform to market to potential readers.

3. Borrowed: This is space that’s within an article or the newshole that’s used for a call to action to promote subscriptions. There are limitations to the amount of targeting you can do with this type of marketing because the calls to action are often created through the editorial content management system, but the tradeoff is that they are in high-profile locations on your site.

For instance, practically every ESPN The Magazine story that’s posted on ESPN’s website has a short note at the top of the article reminding readers to subscribe:


The New York Times also often has modules on its homepage encouraging readers to subscribe:

 

These types of editorial-oriented promotions should be focused on the mission of the organization and the importance of good journalism, Sylva said. The owned and shared spaces, meanwhile, are better places to focus on pricing promotions and the cost of subscriptions.

“It should be a subtle reminder to support the work you enjoy,” Sylva said, referring to the borrowed space.

Your own website is the most powerful platform you have for converting digital subscribers, and by taking advantage of the different spaces on your owned and operated platform you can more effectively reach those potential customers.

The Facebook Journalism Project: Local News Subscriptions Accelerator is a pilot program designed to help news publishers build their digital subscription revenues. Funded and organized by The Facebook Journalism Project, the 3-month program includes hands-on workshops led by news industry veteran Tim Griggs, a grantmaking program organized by The Lenfest Institute for Journalism, and regular reports on best practices authored by both The Lenfest Institute and the Facebook Journalism Project.

Former Financial Times and New York Times executive Jason Sylva shares how news publishers can optimize their websites to drive digital subscriptions.

News

Webedia’s 5-Step Process to Maximizing the Branded Content Filter in CrowdTangle

By Carlin Scrudato, CrowdTangle Partnerships

CrowdTangle helps many audience development and social media strategists optimize their organic posting strategy — but hiding under the “More” filter in your Facebook dashboards lies a powerful tool for sales teams and analysts: the Branded Content filter. Webedia Brasil, a powerhouse publishing company behind AdoroCinema.com, one of the biggest movie sites in Latin America, shared their strategies with us. Below, Antoine Clauzel, who until recently was the social media director for Webedia Brasil (now managing director of AdoroCinema), gives us the rundown on how they use CrowdTangle for sales.

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Entertainment

Inside The Local News Subscriptions Accelerator: 10 Email Marketing Tips

By Tim Griggs, Project Director, Local News Subscriptions Accelerator 

Executives from 14 U.S. metro news publishers gathered at Facebook New York on March 28th and 29th to learn and share best practices for building and growing digital subscriptions, as part of the 3-month Facebook Journalism Project: Local News Subscriptions Accelerator. The first of the three in-person sessions focused on foundations, including: setting and aligning goals across the enterprise, embracing audience-first discipline, organizing teams and processes, and optimizing existing marketing channels.

Over the next three months we’ll be sharing lessons, ideas and inspiration from these gatherings. To start, we’re posting some tips and tactics about one of the most important arrows in the subscriber acquisition quiver: Email.

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News