Opening Remarks Day 19:00 - 9:15Virtual Platform
Data-Driven Strategy: How to Use Your Data to Build an Engaged AudienceErin Weaver
9:15 - 9:45Virtual Platform
Social media generates a mind-boggling amount of information and data about your audience's behaviors, interests, and actions. How do you know what data is meaningful, and what's just noise? This session will help you learn how to cut through unnecessary data and hone in on meaningful KPIs, which you can use to build a stronger, more engaged audience. Hear about: identifying meaningful KPIs across social media platforms, understanding where to find the audience you want & what motivates them & optimizing content to appeal to your target audience.
Panel Session: Digital Publishing Trends to Define the DecadeStacey Crawford
Lyndsey Jones
Meredith Goldman
Ian Cameron
10:00 - 10:45 Virtual Platform
4 experts will discuss the future of publishing, covering themes such as the application of AI, the future of digital content and how to leverage data to build your audience.
11:00 - 11:30 Virtual Platform
Highlighting programming, packaging, and audience development tactics that contribute to CNN’s most successful newsletters.
Taxonomy Metrics at POLITICORyan Kohl
11:45 - 12:15Virtual Platform
Over the past few years, POLITICO has used a homegrown taxonomy to drive a variety of use cases, from customizing email notifications to recommending news. During this time, we've had to figure out how best to curate content, both in terms of semantic correctness and in usefulness. During this talk, we'll describe the challenges peculiar to our business and how we developed metrics to aid us in deciding how and when to modify our taxonomy.
How PBS Creates Online Video Series that Educate, Entertain & Build CommunityAdam Dylewski
12:30 - 13:00
Despite competition from TikTok and other platforms, YouTube is still the 800 pound gorilla of online video. But with 500 hours of video being uploaded to YouTube every single minute, how do you cut through the noise? In this talk, PBS Digital Studios Director of Programming Adam Dylewski will share lessons learned from eight years of PBS Digital Studios’ history, 60 digital series and 3 billion YouTube views. He will highlight the programming, packaging and audience development tactics that have contributed to PBS' most successful series on YouTube and other platforms. He will also highlight how PBS Digital Studios is evolving towards more multi-platform content that lives across YouTube, Facebook, Instagram and broadcast television. You’ll leave this session knowing: The aim of this talk is to give actionable advice that any organization can apply to their own online video efforts, whether they are a YouTube veteran or new to digital-first production. The value of defining, reaching and sustaining niche communities. The importance of not only knowing your audience, but also knowing how to optimize by platform.

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