13. So yeah, it’s about social
People who see your information
People who consume your information
People who form a lasting part of your
community
14. Let’s go through each step
For each, we’ll discuss:
- The things to think about right now
- Innovations happening in the industry
- What the future could look like (nerd out
time!)
18. Create for the long tail
Create what people want for where they’ll find it
This story was published Aug. 2014. Here’s
what traffic has looked like since Sept.
20. Innovation: Native
Even advertising-based orgs are experimenting
with stories meant to be seen only on social.
“They don’t have to click off; there’s no barrier
to engage.” - Chris Thorman, Vox Media
23. The future of native
Even more on more platforms.
Snapchat Discover is here
Facebook “Instant Articles” is coming
Kik, WhatsApp, Viber, Periscope, etc.
24. Imagine if...
Imagine if...
Effective native mobile content has yet to be
solved by any news org.
Imagine if we could deliver information and
let users consume and interact straight from
smartphone notifications/cards?
26. Meet the expectation
When someone clicks your story from social or
encounters native content, it needs to match
what they expect to see/what they want to
consume.
30. Innovation: Big data
A/B testing of on-page elements and
personalization, using data to refine our
understanding of what people respond to on
our pages.
33. The future of big data
There is tremendous room for growth in our
understanding of what audiences want and how
to serve them.
We’re still tied to the inverted pyramid article as
our main storytelling tool. But why?
34. Imagine if...
Imagine if you could understand how the
preferences and expectations of different
audiences (or even different people … at
different times of day!) differ and tailor their
experience accordingly?
38. Opportunities to engage
On your site and natively on social, create
opportunities to form relationships with you and
your personalities.
And integrate with the places where this is
already happening.
45. The future of 1-1
People are only getting savvier at sniffing out
inauthentic attempts to connect. The reporters
who cultivate an authentic voice and place
within the communities they report on will be
the ones who have the most loyal audiences,
get the best scoops and deliver the most
relevant information.
46. Imagine if...
Imagine if we knew who everyone in our core
audience was, across all platforms. We’d have
a network to amplify our distribution, a core
community to help when we need their eyes or
input, and a set of people who will support us
no matter what we need from them!
47. So back to this...
People who see your information
People who consume your information
People who form a lasting part of your
community
48. It really boils down to...
The content people want, optimized for the
platforms where they’ll find it
A consumption experience matching their
expectations
Pathways to connect with the people and
topics that resonate