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LUCA DELLA DORA / @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
“IF THE NEWS IS THAT IMPORTANT, IT WILL FI...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAM...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAM...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
PULL MEDIA HAS QUICKLY BEEN
REPLACED BY PU...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
6
INFORMATION COMES TO PEOPLE
“THEY FIND Y...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
7
HOMEPAGE TRAFFIC IS DECLINING
AS PEOPLE ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
8
DO YOU THINK
I’M EXAGGERATING?
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
9
ASK
WHAT’S HAPPENING WITH ITS HOMEPAGE’S...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
10
ASK
IF IT HAS HAD AN IMPACT ON THE TIME...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
11
ASK
IF THE MOBILE APP IS STILL THE BEST...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
12
ASK
WHERE THEIR READERS COME FROM
The N...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
13
OK 👊 YOU GOT IT
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
14
WHY IS IT
HAPPENING?
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
15
IT’S NOT ALL ABOUT THE INFORMATION OVER...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
16
BECAUSE
NOT ONLY THERE IS JUST SO MUCH ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
17
BECAUSE
NOT ONLY THERE IS JUST SO MUCH ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
18
AND IT MAKES IT
IRRESISTIBLY SEXY
WORTH...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
19
WORTH TO
BE READ
IT IS NOW STRICTLY REL...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
20
WORTH TO
BE READ
THROUGH SEXY CONTENT
B...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
21
BRANDED
CONTENTBUT WHAT THE HELL IS ?
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
22
BRANDED
CONTENT
Broadly speaking, it’s ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
23
BRANDED
CONTENT
Branded content is any ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
24
SO, WHAT ARE THE
DIFFERENCES BETWEEN
TR...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
25
TRADITIONAL ADVERTISING
FEATURES
BENEFI...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
26
TRADITIONAL ADVERTISING
FEATURES
BENEFI...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
27
TRADITIONAL ADVERTISING
FEATURES
BENEFI...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
28
REVERSE THIS APPROACH
AND YOU WILL UNDE...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
29
LISTENING
UNDERSTANDING
CONNECTING
IS A...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
30
LISTENING
UNDERSTANDING
CONNECTING
IS A...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
31
LISTENING
UNDERSTANDING
CONNECTING
IS A...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
32
OH WAITWHAT ARE THE RELATIONSHIP BETWEE...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
WHAT ARE THE RELATIONSHIP BETWEEN
THE WAY ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
WHAT ARE THE RELATIONSHIP BETWEEN
THE WAY ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
35
SO, START BY KNOWING THEM, IN ORDER
TO ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
36
SO, START BY KNOWING THEM, IN ORDER
TO ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
37
SO, START BY KNOWING THEM, IN ORDER
TO ...
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
38
SO, START BY KNOWING THEM, IN ORDER
TO ...
the end
LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately w...
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PEOPLE DON’T LOOK FOR IMPORTANT NEWS, IMPORTANT CONTENT LOOKS FOR PEOPLE

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

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PEOPLE DON’T LOOK FOR IMPORTANT NEWS, IMPORTANT CONTENT LOOKS FOR PEOPLE

  1. 1. LUCA DELLA DORA / @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE
  2. 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. 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. 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. 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. 6. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 6 INFORMATION COMES TO PEOPLE “THEY FIND YOU”
  7. 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. 8. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 8 DO YOU THINK I’M EXAGGERATING?
  9. 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. 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. 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. 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. 13. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 13 OK 👊 YOU GOT IT
  14. 14. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 14 WHY IS IT HAPPENING?
  15. 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. 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. 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. 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. 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. 20. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 20 WORTH TO BE READ THROUGH SEXY CONTENT BRANDED
  21. 21. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 21 BRANDED CONTENTBUT WHAT THE HELL IS ?
  22. 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. 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. 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. 25. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 25 TRADITIONAL ADVERTISING FEATURES BENEFITS USP IS ABOUT DELIVERING
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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