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The Art of the Social Blockbuster L E S S O N S O N B U I L D I N G A U D I E N C E O N T O D A Y ’ S S O C I A L W E B
Jean Ellen Cowgill
@JECowgill
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Overview: Key tips from ComNet15
Thank you for joining us at ComNet15! We’ve compiled a selection of slides from our pre-conference workshop that we hope will be useful to your thinking on your own digital strategy in the year ahead.
Keep up with our latest thinking on media trends and insights:
Twitter: @AMStrategy
Digital Trends Index newsletter: eepurl.com/WodVT
Medium publication: medium.com/digital-trends-index
Contact for an in-person workshop: [email protected]
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Today’s web is social and mobile
TheAtlantic.com Traffic Sources, 2011 to Date
Global Web Traffic, 2007 to Date
SEARCH
SOCIAL
REFERRAL
DIRECT
MOBILE
DESKTOP
Source: Adobe Analytics, Internal Atlantic Media Source: Morgan Stanley research, via comScore
@JECowgill / @AMStrategy
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We can consume within the “micro-moments” of our daily lives.
RESULT: BRANDS MUST FIT INTO THE TIME GIVEN
This social and mobile technology has transformed audience expectations
We expect content to meet us where, when and how we want it.
We connect what we read to our needs and our networks.
Accessible Personalized Useful
RESULT: BRANDS MUST KNOW WHERE TO FIND ME
RESULT: BRANDS MUST PLUG INTO MULTIPLE ASPECTS OF LIFE
@JECowgill / @AMStrategy
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Today: Lessons building audience in a social ecosystem
Source: xkcd.com
@JECowgill / @AMStrategy
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To be useful, drill down to the “social thing”
Topics of General Interest or Emerging Importance
Breaking News, Traditional Article
Social Things
1 @JECowgill / @AMStrategy
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Social things can take predictable forms
Charts
Techniques Facts Objects
Lists Red Herrings
Source: The Atlantic, Quartz
@JECowgill / @AMStrategy
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Social things in practice
Doing it right Needs help • “How Paid Leave Policies Can Help Break
the Cycle of Inequality” – Ford Foundation
• “For Americans Seeking Good Jobs, Four
Values are Key” – Rockefeller Foundation
• “Want to Change the World This Year? Start By Changing Yourself” – Charles and Lynn Schusterman Family Foundation
• “84% of Millennials Made a Charitable Donation in 2014” – Case Foundation
• “Four solutions we believe in” – Gates Foundation
• “Lessons from Paper Airplanes”
– Carnegie Foundation
• “College Readiness of Arizona High School Juniors” – Helios Education Foundation
• “Substance Use Prevention Infographic” – Hilton Foundation
@JECowgill / @AMStrategy
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Once a piece gains traction, flood the zone Case Study: The New York Times’ Modern Love Piece
Views reach 5MM. NYT tracks social trajectory. NYT asks for user stories.
NYT prepares Valentine’s Day special package: 36 questions app and user stories post. Piece tops 8MM views.
NYT continues to track others’ efforts, gaining 300-400 likes per post.
Jan 9, 2015 Jan 13-30, 2015 Feb 13, 2015 Feb 14-28, 2015
Initial Modern Love post: “To Fall in Love with Anyone, Do This”
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Source: The New York Times
@JECowgill / @AMStrategy
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1776 hosted the 3rd annual Challenge Cup to honor innovative global startups.
Launched the Innovation that Matters report, paired with accompanying social posts, bite-sized graphics, and video.
1776 expands to new cities, creating content for entrepreneurial audiences globally.
Jan 29, 2015 May 8-16, 2015 May 15, 2015 2015 and ongoing
Redesigned 1776 website to better serve its community of entrepreneurs.
Ideas can build (and build, and build…) Case Study: 1776’s unique angle on entrepreneurialism
Source: 1776, US Chamber of Commerce
@JECowgill / @AMStrategy
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Stake a claim on topics you are best positioned to own
Maps and Charts
Companion Video
Commentary
Reactions
Immersive Experience
Investigative long-form
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Source: The Atlantic
@JECowgill / @AMStrategy
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Any organization can transform their knowledge in the same way
Country Filters and Drill-Downs
Infographics
Spotlighted Facts
Long-form Reviews
Interactive Map
Taking a resource to digital
Source: The Cancer Atlas, American Cancer Society
@JECowgill / @AMStrategy
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Successful organizations deliver on their brand promise wherever their readers are
We don’t mean publish once and send it everywhere. We mean Quartz can go anywhere our readers are, in whatever form is appropriate.
What’s most striking … is what sits in the middle: our brand. In this environment, it’s the most important thing… That drives our editorial mission, our product vision, and our commercial business.” - Zach Seward, Executive Editor, Quartz
“
@JECowgill / @AMStrategy
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The modern meaning of brand loyalty
Syndication
Twitter Facebook
Creative Services
Events
Atlas
iOS App
Daily Brief
Homepage Stories
India Africa
Flipboard Google
Newsstand
Social Apps
QZ.com
Editions
Messaging
@JECowgill / @AMStrategy
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Thank You
Atlantic Media Strategies
Twitter: @AMStrategy
Newsletter: eepurl.com/WodVT
Medium: medium.com/digital-trends-index
In-person Workshop: [email protected]