This director will help set strategy and manage execution of audience development and programming across the video desk. This position will run a group of editors tasked with identifying emerging growth tactics and platforms; crafting a video audience and programming strategy across all of the different video teams using all levers (email, push, social, SEO, and more); using analytics and other tools to provide analytical insights; partnering with news on our off-platform strategy; working with product and technology on developing products and features that drive on-site engagement; and providing necessary training and support to desks across the newsroom.
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• Set a video programming and audience strategy.
Help define goals for each area of our coverage: shows, enterprise, breaking news, off-platform
Determine a clear programming strategy that takes advantage of maximum viewing potential for videos for each of the individual teams: breaking news, our longer enterprise pieces, shows and series, and off-platform.
Use analytics to: experiment with viewer behavior and programming; determine optimal programming for viewers; identify new editorial opportunities.
• Oversee a group of editors whose responsibilities include the following areas of audience growth and engagement:
SEO. Work with the video desk on best practices in conjunction with the SEO team; identify workflow possibilities for improvement. Think through SEO strategy: how could we think through more technical SEO (e.g. metadata around video; including keywords in the URL structure etc)?
Social strategy, posting and training. What platforms should the video desk target for reach (Twitter, Snapchat etc.)? What platforms should the desk target for experimentation? Train producers and copy editors in crafting social headlines and tactics necessary to run main accounts; help provide best practices and insights (e.g. followers are active at 10 am and 4 pm, not at 6 pm — tweet more during active times); follow up with the desk on social strategy implementation and run an audit over the account; run A/B tests to determine interest. In addition, work closely with the social team on UGC opportunities for video based on our social feeds.
Real Time Optimization. Train the video desk in A/B testing; show producers / copy editors how to use third party tools to look at how framing works on desktop, mobile. Strategize on how are we testing framing (e.g. 1% of the audience so it takes 4 hour to get to a statistically significant sample vs. 50% of the audience to get an answer faster; thinking about mobile framing: push notifications as headlines? photos? etc).
Email. Work with news and product to set a strategy for video’s email newsletter; be willing to experiment and a/b test; help the desk develop insights based on newsletter analytics (where are readers clicking? open frequency by day? etc)
Analytics. Use current data tools: Chartbeat, Blossom, Stela, GA, TrackMaven, Crowdtangle and train the rest of the team where necessary; use Google analytics to make informed strategic and audience decisions; work closely with our analytics team on identifying what works and what needs work, as well as learning how to use in house built or third party tools to identify insights on your own. (e.g. our email open rate is declining – what are we doing differently? when are readers coming to various desks coverage?)
Mobile. Work with desks and mobile newsroom team on thinking about strategy around mobile push alerts, mobile growth, developing real time analytics for mobile.
Outreach and influencers. Build informal relationships by doing swaps and pitching on other social pages; build formal relationships by setting up partners and contracts with other companies.
• Work with the technology teams on product improvements coming out of the audience team.
Working with our notifications team on product and audience related improvements for our video audience
Working with the email newsletter team on product related improvements from insights or competitive observation.
Working with the interactive and graphics team on product related improvements based on viewer trends.
• Take the lead on specific newsroom workflow improvements
Define ways to optimize our homepage and mobile feeds programming and workflow between the newsdesk and the video desk
• For breaking news • For enterprise • For shows
Determine on the best strategy to work with social for off-platform content
Determine ways of working with the desks to include more video in their workflows
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