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Playbuzz network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
More than
Publishers
Users Acrossthe Network
Publisher on Facebook
New contentconsumers were bornin recent years
They’re alwaysThey check their smartphones
timesper day
Source: Entrepreneur, June 2014
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Of the time wewatch TV, we alsouse another deviceWith asmartphoneWithPC/Laptop
Source: GiGAOM , Aug 2012
Don’t readfull articles
Don’t scrollat all
Publishers find itvery difficult to keepthem around
Source: Slate, June 2013
A new breed of publishers has emerged
Owned Channels Stats
Mobile
>age 18
Publishers
80MILLION
USERS/MONTH
5,000+SITES
USA
REVEALFORMATIMAGE
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Content embedded on multiple websites
Source: The Whip, January, 2015
Ranked top publisher on Facebook 3 months in a rowHighest percentage ofengagement per item
180,000,000
160,000,000
140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0Q1 Q2 Q3 Q4
Users
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Traffic growth over time
Publishers use forEngagement
Monetization
Newproduct
Pageviews
Virality Time spentonline
Userexperience
Partners’content
Adimpressions
Nativeadvertising
How we grew from
monthly active usersin 10 months
Invested in growing FB users
Targeted the right audience
Created tailor-made content per segment
Invested in each segment to promote on FB
Posted content on
Identified relevant audience on Twitter to engage with our contentResult:We grew from 0 to 15,000 uniquevisitors in January, 2014
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Initial testing
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And then it happened…
Feb26, 2014 - Feb26, 2014
Feb27, 2014 - Feb27, 2014
After
Before
And then it happened… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
At the time, we had in-house content creator
5 days after this post was published, more than people published content on Playbuzz
Those 200 articles brought in million unique visitors in March
Those 13 million brought new authors
By the end of June, we had million unique visitors,and over 10,000 content creators
The content mania chain reaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3 Primary Growth Hacking Tactics
Leverage Facebook, Google, WordPress and others to
their FULL extent
Consider every aspect of your user flow in light of its overarching objective
Optimize manually before enforcing
automation
Human 1st, Machine 2ndEmotional FlowEcosystems
Don't focus only on the immediate value generator
Ecosystems can’t be broken
The scale effect - whole is larger than the sum of its parts
Ecosystems
The emotional flow
Don’t copy!Be inspired…
Look for the essence,Not the symptom
Find youroriginal voice
Our original voice
Introspective The narrativeapproach
Situational
“football”
Meaningful
reward
Copycat? Not all cats are the same
Try before you build A/B testing is SO web 1.0
Automation modelled after tested concepts
we did to continue to every day
Create your own buzz
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The “empty format button” hack Create your own
buzz
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Less is MoreAfterBefore
Titles & Thumbnails – Test and Tweak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . What is your true
personality?What is your subconscious personality?
How high is your anxiety?
Can you actually pass an anxiety screening test?
12% 16%
10% 18%
Before
BeforeAfter
After
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Don’t readfull articles
Don’t scrollat all
Choosing the right format
?
7 Fascinating Facts About Elvis
Snackable, interactive storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
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? ? ?
7 Fascinating Facts About Elvis
Elvis was a natural blonde.His familiar hairstyle was dyed, beginning back in high-school
Snackable, interactive storytelling
Paul Newman James Dean John Lennon Gandhi0%
5%
10%
15%
20%
25%
Share Rate
Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Average Share Rate: 12.5%Who were you married to in your past life ?
Paul Newman James Dean John Lennon Gandhi0%
5%
10%
15%
20%
25%
Share Rate
Share rate optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Average Share Rate: 18% (12.5%)
Al Capone
Who were you married to in your past life ?