Download - The Art of the Social Blockbuster

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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

[email protected]

@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


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Today: Lessons building audience in a social ecosystem

Source: xkcd.com


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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


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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


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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


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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


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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


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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


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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

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The modern meaning of brand loyalty

Syndication

Twitter Facebook

LinkedIn

Creative Services

Events

Atlas

iOS App

Daily Brief

Homepage Stories

India Africa

Flipboard Google

Newsstand

Social Apps

QZ.com

Editions

Messaging


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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]

Download - The Art of the Social Blockbuster

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