A quick view on how the way people consume information is changing the scenario both for publishers and brand.

1. LUCA DELLA DORA / @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE

2. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
“IF THE NEWS IS THAT IMPORTANT, IT WILL FIND ME”
2
- A MILLENNIAL

3. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAMATICALLY CHANGED
3
PULL PUSH PULL&PUSH
HOMEPAGES APPS SOCIAL MEDIA

4. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAMATICALLY CHANGED
4
“I get news from time to time”
“I check news regularly”40%
50%
2002 2012
PEW Research Center

5. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
PULL MEDIA HAS QUICKLY BEEN
REPLACED BY PUSH MEDIA
5

6. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
6
INFORMATION COMES TO PEOPLE
“THEY FIND YOU”

7. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
7
HOMEPAGE TRAFFIC IS DECLINING
AS PEOPLE INCREASINGLY FIND LINKS TO CONTENT
FROM SOCIAL MEDIA, EMAIL AND OTHER SOURCES

8. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
8
DO YOU THINK
I’M EXAGGERATING?

9. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
9
ASK
WHAT’S HAPPENING WITH ITS HOMEPAGE’S VISITORS
The New Yoirk Times, Innovation, 2014

10. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
10
ASK
IF IT HAS HAD AN IMPACT ON THE TIME SPENT ON THE SITE
The New Yoirk Times, Innovation, 2014

11. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
11
ASK
IF THE MOBILE APP IS STILL THE BEST CHOICE
The New Yoirk Times, Innovation, 2014

12. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
12
ASK
WHERE THEIR READERS COME FROM
The New Yoirk Times, Innovation, 2014

13. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
13
OK 👊 YOU GOT IT

14. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
14
WHY IS IT
HAPPENING?

15. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
15
IT’S NOT ALL ABOUT THE INFORMATION OVERLOADAMOUNTOFINFORMATION
1950 20101980
AVAILABLE
INFORMATION
INFORMATION
ONE CAN CONSUME
Information Overload Paradox

16. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
16
BECAUSE
NOT ONLY THERE IS JUST SO MUCH CONTENT
THAT’S IMPOSSIBLE TO CONSUME IT ALL
BUT SOMEONE YOU FOLLOW/KNOW/TRUST
IS GOING TO SHARE THAT LINK

17. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
17
BECAUSE
NOT ONLY THERE IS JUST SO MUCH CONTENT
THAT’S IMPOSSIBLE TO CONSUME IT ALL
BUT SOMEONE YOU FOLLOW/KNOW/TRUST
IS GOING TO SHARE THAT LINK

18. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
18
AND IT MAKES IT
IRRESISTIBLY SEXY
WORTH TO
BE READ
AND IT
MAKES IT
BECAUSE
NOT ONLY THERE IS JUST SO MUCH CONTENT
THAT’S IMPOSSIBLE TO CONSUME IT ALL
BUT SOMEONE YOU FOLLOW/KNOW/TRUST
IS GOING TO SHARE THAT LINK

19. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
19
WORTH TO
BE READ
IT IS NOW STRICTLY RELATED WITH
THE WAY BRANDS ARE BUILDING
RELATIONSHIPS WITH PEOPLE
THROUGH SEXY CONTENT

20. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
20
WORTH TO
BE READ
THROUGH SEXY CONTENT
BRANDED

21. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
21
BRANDED
CONTENTBUT WHAT THE HELL IS ?

22. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
22
BRANDED
CONTENT
Broadly speaking, it’s all about what does a brand have to say
that’s of value to an audience and what are they ways
that they tell those stories.
“
”- S. DONATON, CCO DIGITAL LBI

23. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
23
BRANDED
CONTENT
Branded content is any content that can be associated with
a brand in the eye of the beholder.
“
”- “DEFINING BRANDED CONTENT FOR THE DIGITAL AGE” - RESEARCH PROJECT

24. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
24
SO, WHAT ARE THE
DIFFERENCES BETWEEN
TRADITIONAL ADVERTISING
AND BRANDED CONTENT?

25. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
25
TRADITIONAL ADVERTISING
FEATURES
BENEFITS
USP
IS ABOUT DELIVERING

26. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
26
TRADITIONAL ADVERTISING
FEATURES
BENEFITS
USP
IS ABOUT DELIVERING THROUGH A PRODUCT STORY

27. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
27
TRADITIONAL ADVERTISING
FEATURES
BENEFITS
USP
IS ABOUT DELIVERING THROUGH A PRODUCT STORY
AND THEN FINDING
CREATIVE PATHS THAT
CONNECT THAT TO PEOPLE

28. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
28
REVERSE THIS APPROACH
AND YOU WILL UNDERSTAND
WHAT BRANDED CONTENT IS

29. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
29
LISTENING
UNDERSTANDING
CONNECTING
IS ABOUT STARTING BY
BRANDED CONTENT

30. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
30
LISTENING
UNDERSTANDING
CONNECTING
IS ABOUT STARTING BY PEOPLE STORIES AND THEN FINDING
WHAT ARE THE THINGS CAN HELP THE BRAND
TO CONNECT WITH THE AUDIENCE
BRANDED CONTENT

31. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
31
LISTENING
UNDERSTANDING
CONNECTING
IS ABOUT STARTING BY
AND THEN THINKING
ABOUT THE CREATIVE PATH
THAT CAN LINK THAT
WITH THE BRAND
BRANDED CONTENT
PEOPLE STORIES AND THEN FINDING
WHAT ARE THE THINGS CAN HELP THE BRAND
TO CONNECT WITH THE AUDIENCE

32. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
32
OH WAITWHAT ARE THE RELATIONSHIP BETWEEN
THE WAY PEOPLE CONSUME
NEWS AND BRANDED CONTENT?

33. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
WHAT ARE THE RELATIONSHIP BETWEEN
THE WAY PEOPLE CONSUME
NEWS AND BRANDED CONTENT?
33
PEOPLE

34. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
WHAT ARE THE RELATIONSHIP BETWEEN
THE WAY PEOPLE CONSUME
NEWS AND BRANDED CONTENT?
34
THE AMOUNT OF TIME
WE HAVE IS LIMITED,
THE AMOUNT OF
INFORMATIONS IS NOT
ATTENTION IS
INCREASINGLY MORE
DIFFICULT TO GAIN DUE TO
THE AMOUNT OF CONTENT
NEWS AND
BRANDED CONTENT
SHARE NOW THE
SAME FIELDS
BRANDS ARE BECOMING
SOURCE OF
INFORMATION
THEMSELVES
PEOPLE
INFORMATION
OVERLOAD
ATTENTION
SPAN
SOCIAL
PLATFORMS
BRANDS AS
PUBLISHERS

35. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
35
SO, START BY KNOWING THEM, IN ORDER
TO TELL TO THE AUDIENCE YOU WANT,
THE STORIES THEY WILL LOVE

36. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
36
SO, START BY KNOWING THEM, IN ORDER
TO TELL TO THE AUDIENCE YOU WANT,
THE STORIES THEY WILL LOVE
TO INTERACT
WITH

37. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
37
SO, START BY KNOWING THEM, IN ORDER
TO TELL TO THE AUDIENCE YOU WANT,
THE STORIES THEY WILL LOVE
TO
SHARE

38. @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
38
SO, START BY KNOWING THEM, IN ORDER
TO TELL TO THE AUDIENCE YOU WANT,
THE STORIES THEY WILL LOVE
TO BE
PART OF

39. the end
LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as
Editorial Director at We Are Social trying to build stories for the brands we are happy to work with.