the art of the social blockbuster

of 15/15
The Art of the Social Blockbuster LESSONS ON BUILDING AUDIENCE ON TODAY’S SOCIAL WEB Jean Ellen Cowgill [email protected] @JECowgill

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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! Weve 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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    Todays 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

    @JECowgill / @AMStrategy

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    Today: Lessons building audience in a social ecosystem

    Source: xkcd.com

    @JECowgill / @AMStrategy

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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

    @JECowgill / @AMStrategy

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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

    @JECowgill / @AMStrategy

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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 Valentines 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

    2

    Source: The New York Times

    @JECowgill / @AMStrategy

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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: 1776s unique angle on entrepreneurialism

    Source: 1776, US Chamber of Commerce

    @JECowgill / @AMStrategy

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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

    3

    Source: The Atlantic

    @JECowgill / @AMStrategy

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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

    @JECowgill / @AMStrategy

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    Successful organizations deliver on their brand promise wherever their readers are

    We dont mean publish once and send it everywhere. We mean Quartz can go anywhere our readers are, in whatever form is appropriate.

    Whats most striking is what sits in the middle: our brand. In this environment, its the most important thing That drives our editorial mission, our product vision, and our commercial business. - Zach Seward, Executive Editor, Quartz

    @JECowgill / @AMStrategy

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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

    @JECowgill / @AMStrategy

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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]