Stop the presses, it’s the Social Age!
Jun 27, 2015
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