Isentia_CAS Presentation

@isentia

Is the Internet just the world passing notes around a classroom?

RICHARD SPENCER

@spence7zero

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

?Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

‘…most of us have given more information to Facebook than we would ever have given to the KGB under extreme torture.”Andreas WeigendFormer Chief Scientist, Amazon.com, AFR, 5 May 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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47% of all online time is spent on

Social MediaThat’s 28 in every 60 minutes*

*That’s in Australia too!

Source: Globalwebindex Q4 2014

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Source: edwardianteddyboy.com

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zeroIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zeroIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zeroIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

5Journalists see

key trends impacting their profession this year #1

#3 #4 #5

#2more mobile friendly content

more original video

smaller newsroom staff

social media growing in influence.

faster turnaround times

Source: Edelman 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Decline in Full Time Journalism Jobs

Source: ANSE, USA, June 2014

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zeroIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Social almost always breaks news

Twitter has really helped the Guardian – we’re at the heart of us breaking news. Twitter is the fastest way to break news now. So core to what we do and core to what we do on a daily basis.Andrew Miller, Guardian News & Media CEO

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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of content that appears in the newspaper does not

appear online at all.

37%

Source: Isentia, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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The vast majority of newspaper content is less

than 500 words in length

of articles under 500 words are not published

online

75%

Source: Isentia, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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of these articles are published

online

66%

Only 5% of newspaper

content is over 1,000 words in

length

Source: Isentia, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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For every negative message about your brand in press coverage, there are

five positive messages

24%

38% of all press coverage was favourable

compared to 24% on radio and television

38%

Source: Isentia, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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392 1,279370 5,80041

6,336

Broadcast Radio and TV coverage

PressPrint Coverage

OnlineChannels

Isentia Media Coverage in Australia

Closest Competitor Closest Competitor Closest Competitor

Source: Isentia, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

of Twitter users follow a professional news account64%

Source: YouGov (SoMA), 2014

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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ASX20 results announcement Twitter activity

96% of all tweets linked to a recognised news

source

Source: ANSE, USA, June 2014

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

Social Distribution Happens Quickly

6.5hrs

9hrs

Average Article reaches half total social referrals in 6.5 hours on Twitter, 9 hours on Facebook

Source: Shareaholic, 3/14. SimpleReach, 5/14. Note: Traffic referral % is percentage of total traffic referrals across Shareaholic network. and @KPCBIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Evolution of Messaging

High

Low High

Contacts

Frequency of Communication

Broadcasting Fewer Messages to Large Audiences

Frequent Interactions with Smaller Group of Close Contacts

Source: Anjney Midha, KPCB Associate; Jared Morgenstem, KPCB Enterpreneur Partner

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

Source: Snapchat, 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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78%of the largest 50 digital news

websites have more traffic to their sites from mobile devices than from desktop

computers

Source: Pew Research 2015

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Evolution of Communications

3/11

80

60

Desktop Only

USA

Uni

que

Visi

tors

(MM

)

Multi-Platform

40

20

0

8/11 1/12 6/12 11/12 4/13 9/13 2/14

‘Visual Web’ Social Networks: Unique Visitors Trend, USA 3/11 – 2/14

Tumblr Pinterest Instagram Vine Snapchat

Source: Comscore, State of Digital Advertising Q1 2014, 4/14 and @KPCBIs the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Create content that users want to consume, engage

with and share

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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What you want to say

What they’re interested in

Relevance or Context

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Fans Versus Audiences

An Audience tunes in when they’re told to, a fanbase chooses when

and what to watch……An audience changes the channel

when their show is over……A fanbase shares, comments,

curates, creates…

Alex Carloss, YouTube

Source: @KPCB

#theWholePicture

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

25.64%of people reached by video posts on Facebook engage with the post

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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Fall off in Viewers

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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If content is king…

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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… then distribution is the kingmaker

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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THINK COURAGEOUSLY

Is the Internet just the world passing notes around a classroom? @isentia @spence7zero

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