Improving the value exchange: How to encourage users to give up their data

The majority of media companies know that having an abundance of user data at their fingertips will allow their businesses to flourish. In fact, publishers need rich user data to understand their audience members, keep people’s attention focused on their brands and grow their subscription and advertising revenue streams.

But recent research from the Reuters Institute for the Study of Journalism highlights that news companies are struggling to collect people’s information online. More specifically, the study outlines how 32% of people worldwide don’t trust news media companies to handle their data.

And since user data is critical to the success of your organization, you’ll need to convince them to provide their personal information by becoming registered users.

Luckily, persuading your media company’s audience to hand over their user data doesn’t have to be a complicated process. All you need to do is adjust your data strategy while reinforcing the value of becoming a registered user.

Personalize experiences for registered users with first-party data

With so many competing media brands and online services, publishers need to go beyond their content to convince users that it’s worth taking the time to register on their websites or apps.

One simple way to build up your company’s registration value proposition is to offer personalized user experiences.

Research from McKinsey & Company even reveals that 71% of people actually want companies to personalize their relationships with users.

In the past, media organizations have turned to third-party data to power custom experiences. But since Chrome is now phasing out third-party cookies, media companies need to find other ways to collect data for their personalization tools.

Instead, organizations can persuade users to register and subscribe to their websites in return for personalized experiences using their first-party data.

“[Subscription] services need to employ strategies that build loyalty, provide added value, and offer personalization to compete in the global marketplace,” says Rande Price, VP of research at Digital Content Next.

And offering users personalization — whether that be through notifications, email campaigns or content recommendations — can give them the push they need to hand over their data.

The importance of owning your user data

It feels like tech giants have a new data breachor scandal around irresponsible data handling every year.

For this reason, it’s critical for media companies to operate independently of tech giants. The reality is that Big Tech companies lose the trust of their users with every data scandal — so how can you expect your audience to trust you if you’re relying on a tech giant to gather and access their data?

One of the easiest ways to earn the trust of online audiences is to ensure your organization has complete ownership over its user data. This means moving the focus away from third-party data and toward the first-party data collected directly on your own digital properties.

“Registration from a user means ‘I trust you’ and ‘I also trust you with my data,’” states Jo Holdaway, ESI Media’s chief data and marketing officer. “You have to be very respectful to your audience to get them to come back.”

When your media company owns all of its user data, your organization can reassure audience members that it isn’t associated with data leaks and scandals from other companies. You’ll also be able to communicate that your organization handles data responsibly since it would only collect and store information that users consent to hand over once they register.

Swap engagement opportunities on-site for registration data 

Although personalization and data integrity are effective tools in winning over user data, there’s still another way to persuade anonymous audiences to submit their personal information.

Media organizations can enhance their ability to earn registration data by offering interactive digital experiences just for registered users.

According to Viafoura data, implementing audience engagement tools in even the most basic way can make up 30-50% of user registrations on publisher websites.

The bottom line is that people want to engage with each other, content and authors on your company’s website. Giving users opportunities to interact on-site in return for their data will, therefore, encourage them to become registered, known users.

Ultimately, each of these registration-boosting strategies has the power to encourage users to give up their data. Even so, it’s important to use a combination of all three methods to maximize the value of your registration proposition and earn the best business results. 

Here’s How Sports Broadcasters Can Keep Fans Engaged Amid the Pandemic

Protective measures against COVID-19 are currently in full force around the world, causing all types of events and public areas to shut down. Among the businesses affected by closures, sports media companies now find themselves in an unfamiliar space trying to earn revenue and engage audiences without in-person competitions to fuel fan excitement. 

Although many sports broadcasters are now relying on reruns and archived video to fill the gap, their ability to excite sports fans seems somewhat limited. But many companies are beginning to learn that there’s more to sports than in-person events.

We spend half our time watching sports, we then move onto digesting them, discussing them with friends and then preparing for the next game,” sportswriter Mike Wood states in a Forbes article

In other words, conversation and human interaction have the power to delight audiences. So in the absence of in-person competitions, here are a few simple ways for sports broadcasters to engage audiences, boost morale and build long-term loyalty virtually. 

 

Watch Parties

By now, you might have heard of the Netflix Party tool, which allows friends to chat together and watch content on the platform in unison. Not only does this tool allow consumers to socialize safely, but it also boosts their excitement towards the platform. 

Sports broadcasters can use Netflix’s audience engagement solution as inspiration to get their own sports fans chatting over videos. And with so much careful planning being put into which old games and events should run in place of canceled ones, fans will certainly be tuning in.

Just look at ESPN, which is airing old WrestleMania events. 

According to Burke Magnus, ESPN’s executive VP of programming, “WrestleMania is one of the most popular global events in sports and entertainment and the spectacular content it provides will be a treat for fans.”

If fans had a live chat to discuss programs like WrestleMania as they air, viewers would be able to do more than just watch: they would work each other up for matches and reignite the spirit of sports culture. 

 

Q&As and AMAs

Another reliable way to engage fans is by hosting live Q&As and AMAs that feature sports leaders and athletes.

For instance, a U.K. sports club known as Barrow AFC is currently keeping fans connected to team members through Q&As.

Since Q&As and AMAs can be conducted remotely and in real time, they’re effective ways for sports broadcasters to maintain healthy connections with consumers. Just imagine how excited sports fans would be to engage directly with famous players like LeBron James, Serena Williams or Lionel Messi.

 

Esports Games

While esports isn’t anything new for gamers, there’s been a surge in players due to the worldwide lockdowns caused by COVID19. With such a large consumer base already existing in the esport world, it’s the perfect place for athletes to compete and attract fans. 

Some sports companies have already started their journey into esports. 

In fact, Spanish soccer league La Liga ran a virtual FIFA tournament with nineteen professional soccer players on March 22 of this year, bringing in over one million viewers. 

NASCAR drivers also turned to a connected gaming platform to race virtually last week and engage audiences, and plan to do so every week until the pandemic ends. 

Will Hershey, the CEO of an esport investment company, explains that he “[expects] traditional athletes, many of whom are gamers, to look to [esport] streaming as a way to engage with fans and build their personal brand while leagues remain suspended.” 

 

Adjusting Podcasts

Many networks already rely on podcasts to connect with their audiences. However, sports broadcasters hoping to keep listeners interested must adjust their strategies in light of recent sports cancellations.

“Ninety-five percent [of sports content] now is about being creative and testing the waters of what the audience wants right now, taking liberties with your creativity,” states the host of TalkSPORT’s show Going Global.

Instead of focusing on sports closures and postponements, some media companies are getting creative by discussing the past sports world, athlete interviews and upcoming virtual events. 

As long as sports broadcasters find new ways to engage consumers remotely, fans will continue to rely on them for information and entertainment.

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