Meet your presenter
Shachar Orren, VP Content at Playbuzz. As head of the editorial team and trusted coach to top-tier publisher partners, Shachar will share her expertise in using #PlayfulFormats for driving engagement
What’s on the agenda?
1. How do we define engagement?2. The cake engagement method3. Main Dish vs. Side Dish4. Matching the right format to your engagement objectives5. Examples
Social drives content discovery, not publisher brand loyalty
Social Media
Users visit
60% Web publishers get
of traffic through referrals from
Facebook on average
of internet users now discover brands via
social media
40%
12per month. The rest they stumble upon
via social media
URLs
Sources: Wall Street Journal, Forrester, Pew Research
Most stories on the Internet are told “the print way”
VS.
SnackableTL; DR
1. Elvis had a twin.On January 8, 1935, Elvis Aron (later spelled Aaron) Presley was born at his parents’ two-room house in East Tupelo, Mississippi, about 35 minutes after his identical twin brother, Jesse Garon, who was stillborn. The next day, Jesse was buried in an unmarked grave in nearby Priceville Cemetery.Elvis, who spoke of his twin throughout his life, grew up an only child in a poor family. His father, Vernon, worked a series of odd jobs, and in 1938 was sentenced to three years in prison for forging a $4 check (he spent less than a year behind bars). In 1948, the Presleys moved from Tupelo to Memphis in search of better opportunities. There, Elvis attended Humes High School, where he failed a music class and was considered quiet and an outsider. He graduated in 1953, becoming the first member of his immediate family to earn a high school diploma. After graduation, he worked at a machinist shop and drove a truck before launching his music career with the July 1954 recording of “That’s All Right.”
2. Elvis bought Graceland when he was 22.In 1957, Elvis shelled out $102,500 for Graceland, the Memphis mansion that served as his home base for two decades. Situated on nearly 14 acres, it was built in 1939 by Dr. Thomas Moore and his wife Ruth on land that once was part of a 500-acre farm dubbed Graceland in honor of the original owner’s daughter, Grace, who was Ruth Moore’s great-aunt. The Moores’ white-columned home also came to be known as Graceland, and when Elvis purchased the place he kept the name.The entertainer made a number of updates to the property over the years, including the addition of music-themed iron entrance gates, a “jungle room” with an indoor waterfall and a racquetball building. After finding out President Lyndon Johnson enjoyed watching all three network news programs simultaneously, Elvis was inspired to have a wall of built-in TVs installed in his home. In 1982, five years after Elvis was found dead in a bathroom at Graceland, his ex-wife Priscilla Presley opened the estate to the
The three pillars of engagement
EmotionalExperience Define the
CTAPersonalizatio
n
Make the user part of
the experience
Like, Comment,
Share, Spend time
Surprise, anticipation, affirmation
Emotional experience: set the mood
Emotions of surprise and anticipation are frequently evoked by viral content.
Source: hbr.org/2013
#PlayfulContent formats
Gallery QuizTriviaPersonality QuizListFlip CardsRanked List
Countdown ListPoll
Open List
Photo Caption
Video
Soon
Soon
SoonSoon
Don’t make a cake and then add the sugar on top -Bake the sugar with the cake
What do we mean? Plan the engagement while planning your article
The Cake continued
Classic formats for in article engagement
Flip Cards• Add drama and surprise• Challenge without a final result• Users flip 83% of every card they’d
been exposed to• More time spent, interactive
experience
Classic formats for in article engagement
Ranked List• Let users rank
something they care about
• Democratize the listicle
Classic formats for in article engagement
Poll• Provide users with an outlet to
voice their opinion• Look for controversial content• More time spent, emotionally
involved
Classic formats for in article engagement
Trivia• Creates more impact than just a
challenge• Great for education, humor or
proving a point
How much time do you have?
10-20minutes
1-3hours
Less TimeCommitment(Lower impact)
• Flip Card Listicle• Listicle• Gallery quiz• Trivia quiz• Personality quiz
• Poll• 1 Flip Card• Ranked List
More TimeCommitment(Higher impact)
Mix n’ Match
Match Engagement
to Format
• Shares: Trivia, Personality• Comments: Poll, Rank, Personality with
CTA• Time on page: Poll, Flip Cards, Gallery,
Ranked• Votes: Poll, Ranked
Let’s summarize
1. Engagement from the first moment of item creation
2. Identify the type of engagement you desire
3. Determine the user experience
4. Experiment with different formats for different results
Additional tools
Website: https://publishers.playbuzz.com/
Blog: https://blog.playbuzz.com/
Forum: https://forum.playbuzz.com/
Email: [email protected]