Newsmonkey

Stop the presses, it’s the Social Age!

TRADITIONAL MEDIA

• Struggle with pay models and short term profitability

• 60% budget is not journalism: DM 27m, 11,9 editorial

• Two models: 1) Quality/segmented behind paywall brands

• 2) Advertising finances free newsbrands

CONCEPT

TRADITIONAL MEDIA

• Face new competition: Facebook, Twitter, etc

• Broadcast in a ‘one to many’ model is dead

• Just as linear broadcasting

• Your audience is becomming your broadcast channel

• Selection is do by THEM, trough social

CONCEPT

SOCIAL CHANGES EVERYTHING

What is social content?

What is social content?

People come to our website to see what’s hot and to share. Social content is content to be discovered, to be engaged in & to be shared.

Key elements to go viral

• People share things that make them look clever and cool.

• Sharing is about moments of relevance and timeliness

• Create content about groups with strong identities

In general:

1. Extroverted People Share More

2. Shocking Them Can Drive Views, But Not Shares

3. Humor That Is Positive Drives These Extroverts To Share The Most

So we made NEWSMONKEY…

Exclusively Digital

Free

Social

• Target Group 18 - 34

EDITORIAL CONCEPT

AND FUN! ‘My bored at work network’

EDITORIAL CONCEPT:

1. Follow topicality, but…not every news fact (Old Humo)

2. Mix between News & Entertainment

3. Young & hard-mouthed but still for the general public

4. Quality & Popular

5. Interactive with our users

EDITORIAL CONCEPT

THE ZOO

What?

• Community area

• Every one can upload articles

• Building communities around specific topics (e.g. metal music; cats & dogs; …)

• Ranking on site is based on popularity

EDITORIAL CONCEPT

MARKETING

GAMIFICATION

…STIMULATES INTERACTION

GAMIFICATION

Status - let people level up above others

Access – give them access to something they couldn’t have

without you (e.g. tickets for premieres, interviews, backstage, ….) Power – give them power upon other people

(e.g. moderators)

Stuff – free stuff (money, coupons, discounts, …)

What does consumers drive the most to become interactive?

GAMIFICATION AS:

1. User:

User – Networker – Superuser

Viral Superuser - Tribe monkey

2. Contributor:

Contributor – Top Contributor

Community Manager

Gamification

MARKETING

Gamification

CROWDFUNDING

Main reason: get ambassadors for our brand & start social seeding

Goal: increase number of investors, fans on facebook & followers on twitter

MARKETING

SUCCESFUL LAUNCH

No media budget But…. succesful thanks to:

• Crowdfunding • Social Media

Advertising is changing

If content can be social, Ads need to work the same way

BANNERS >< SOCIAL ADS Ignored >< High Engagement Disruptive >< Native, in-stream Can't be shared >< Sharable

SOCIAL ADVERTISING

NATIVE ADVERTISING

• Articles around brand - or campaign values

• Using the same techniques as editorial team

Facebook Box

Advertiser

Twitter Box

Advertiser

Branded content made

for Advertiser

SOCIAL ADVERTISING

Viral Shares

SOCIAL ADVERTISING

What are key elements to go viral?

THANK YOU THANK YOU