HOW TO SURVIVE THE FACEBOOKALYPSETHE RISE AND FALL OF PUBLISHERS AND PLATFORMS

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I. STATE OF THE MEDIA !

II. A CASE STUDY !

III. NEWSY STRATEGY

THE DEATH OF “SITE”

OH HEY, it’s already happening

Does Facebook as a platform sort of kill your site as a publisher?

The end of referral traffic?

Winter is coming

OTHER CHANNELS RECOGNIZE THIS TREND AND ARE FOLLOWING SUIT

FACEBOOK, THE PUBLISHER

Consuming content online more “seamlessly”

Speed up the delivery of articles

Content lives and breathes on Facebook

Publishers must be willing to sacrifice control for reach

The evolution from “put your content and we’ll send traffic” to put your content up and let’s make money

FACEBOOK, THE PUBLISHER

Facebook looking to partner with publishers to create “branded content”

Represents a shift in platform to publisher

The line between platform and publisher blurs even more

YouTube threat?

BUZZFEED (TAKE A DRINK)

Less than 5% of BuzzFeed video views come from .com

Did over 2 billion views on Facebook last month

420 million referrals from FB, Twitter and Pinterest (nice) vs. 18 billion impressions on those platforms (whoa)

“Whenever we create a team that iterates against a signal from a single platform, the videos do better and better on that platform over time.” - Jonah Peretti

That all sounds great but wait, how much money comes from that?

WHAT SHOULD WE DO?

THREE SORT OF EASY WAYS TO PREPARE FOR THE FACEBOOKALYPSE

DIVERSIFY YOUR PLATFORM OFFERINGS

OTT

Mobile

Native

• THE EVOLUTION OF OVER-THE-TOP NEWS !

• NEWSY ON ROKU • VIEWER ON MOBILE WATCHES 2-3

VIDEOS !• VIEWER ON ROKU WATCHES 8-9 !

• NEWSY JUST LAUNCHED ON AMAZON FIRE TV !!

!• NETFLIX NOW ACCOUNTS FOR 35%

OF OVERALL US INTERNET TRAFFIC

OTT

PRODUCT

• 70 % OF OUR USAGE IS FROM APPS !

• NEWSY HAS ALL THE APPS !

• THE LIFEBLOOD OF THIS ORGANIZATION !

• PUSH NOTIFICATIONS ALLOW FOR SCALED, POWERFUL AND MEASURABLE 1-1 COMMUNICATION !

• HERE TO INFORM AND ENGAGE

Mobile + Push Notifications

PUSH NOTIFICATIONS, CONTINUED

Historically used for breaking news, updates

Leverage them as an opportunity to …

highlight our best content

talk with our audience

emphasize our core message

The challenge

balancing voice with all the other stuff

disrupting (big drink) a sort of established form of communication

NATIVE PLAYERS

Embrace the players for reach, while also maintaining a healthy site

Microcosm of the diverse platforms idea

65% of our content goes to site, 35 goes through player

content-specific for player

Never put all your eggs (content) in one basket (Facebook)

A view is a view is a view now needs to = a monetized view is a monetized view is a monetized view