How to Harness Viral for Content - DPlat, 8/14/14

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Digiday

Jamie Mottram from USA Today Sports Media Group's presentation deck from Digiday Platform Summit, August 14, 2014.

Marketing

How to Harness Viral for Content
Jamie Mottram
@jamiemottram
August 14, 2014

SPIN-OFF BRANDS
Launched: June 2011
comScore uniques: 4.4M
Launched: March 2014
comScore uniques: 2.9M
Launched: July 2013
comScore uniques: N/A
Launched: April 2013
comScore uniques: 9.1M

VIRAL TRAFFIC FTW!
FTW’s viral traffic is up 300% year over year

HOW’S THAT?
Social Distribution
Mobile Consumption
Viral Amplification

VIRAL-FRIENDLY EXPERIENCE
1. Responsive Design

VIRAL-FRIENDLY EXPERIENCE
2. Emphasis on Sharing
(Page footer)
(Mobileheader)

VIRAL-FRIENDLY EXPERIENCE
3. Big Headlines & Visuals

VIRAL-FRIENDLY EXPERIENCE
4. Every Page a Home Page
Page footerRight rail Mobile footer

THE ART OF VIRAL STORYTELLING
FTW specializes in
5 specific types of
viral content …

THE RESULT
The Sports Leader
in Social News

WHAT’S NEXT?
o Improve Mobile Experience
o Produce Branded Content
o Increase Habitual Usage
o Expand Across Verticals
o Create Original Video

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How to Harness Viral for Content - DPlat, 8/14/14

1. How to Harness Viral for Content Jamie Mottram @jamiemottram August 14, 2014

2. SPIN-OFF BRANDS Launched: June 2011 comScore uniques: 4.4M Launched: March 2014 comScore uniques: 2.9M Launched: July 2013 comScore uniques: N/A Launched: April 2013 comScore uniques: 9.1M

3. VIRAL TRAFFIC FTW! FTW’s viral traffic is up 300% year over year

4. HOW’S THAT? Social Distribution Mobile Consumption Viral Amplification

5. VIRAL-FRIENDLY EXPERIENCE 1. Responsive Design

6. VIRAL-FRIENDLY EXPERIENCE 2. Emphasis on Sharing (Page footer) (Mobileheader)

7. VIRAL-FRIENDLY EXPERIENCE 3. Big Headlines & Visuals

8. VIRAL-FRIENDLY EXPERIENCE 4. Every Page a Home Page Page footerRight rail Mobile footer

9. THE ART OF VIRAL STORYTELLING FTW specializes in 5 specific types of viral content …

10. 1. CURATED SOCIAL NEWS

11. 2. FUN LISTS AND FEATURES

12. 3. SOCIAL SCOOPS

13. 4. COOL VISUALIZATIONS

14. 5. SHARP #SHORTREADS

15. THE RESULT The Sports Leader in Social News

16. WHAT’S NEXT? o Improve Mobile Experience o Produce Branded Content o Increase Habitual Usage o Expand Across Verticals o Create Original Video

Hinweis der Redaktion

Numbers are monthly averages for 2014 (Jan.-June). FiveThirty Eight is May-June (launched in Apr.). All of SI.com averages 19.4M.
Numbers are social + search referrals (via Omniture). Organic, non-USAT traffic is driving growth.
Focus on social, both in story choices and in storytelling. Focus on mobile, not only in storytelling but also design/UX.
The UX should always have the mobile-social audience in mind.
The UX should always have the mobile-social audience in mind.
The UX should always have the mobile-social audience in mind.
The UX should always have the mobile-social audience in mind.