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Lessons Learned From The Front Lines Of Mission-Driven Media

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Lessons Learned From The Front Lines Of Mission-Driven Media

  1. We Can Do It! Lessons from the front lines of mission- driven media.
  2. attention WAR
  3. The landscape is shifting.
  4. The landscape is shifting. There’s a new frontpage What does it take to get someone to see, click, read and share?
  5. Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed Low QualityHigh Quality
  6. Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed Low QualityHigh Quality
  7. 120 articles 2,900 websites 4 months of video In 30 minutes… (sources: Youtube, Netcraft, Chartbeat)
  8. Purpose is a powerful motivator. Lesson 1
  9. Income Inequality Human Rights Climate Change
  10. 40000 Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 40000 Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 42x Top 50 avgTop 50 Avg is 742 “to draw attention to something important.” (sources: Newswhip February)
  11. A Gorgeous Woman Shakes Her Body On Stage… And The Crowd Goes Wild Never Before Have I Laughed So Hard At One Guy’s Non-Attempt To Save The Planet Oscar Winner Lupita Nyongo’s Speech On beauty That Left An Entire Audience Speechless (sources: Newswhip March)
  12. Link to Video! http://www.upworthy.com/nailed- it-this-ad-calls-out-5-ridiculous- double-standards-women-face-in- less-than-60-seconds-2
  13. 2.8 Million What is impact for Upworthy? ex: Pantene Double Standards Watch/Read ! Like/Share ! Comment ! Awareness Actions ! People 2%56k Tens of Millions 3.4M 315k ? We use Attention Minutes to measure the overall impact. Actions are great when they happen, but our mission is attention.
  14. Quality is more important than ever. Lesson 2
  15. Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 4% We do this with a modest volume of content (Newswhip February) Top 50 Avg is 7,145 (sources: Newswhip February)
  16. Attention Minutes Tell A Bigger Truth About Quality Interest Consumption Sharing
  17. Link to Video! http://www.upworthy.com/a- gorgeous-woman-shakes-her- body-on-stage-and-the-crowd- goes-wild
  18. Link to Video! http://www.upworthy.com/never- before-have-i-laughed-so-hard- at-one-guys-non-attempt-to- save-the-planet
  19. Link to Video! http://www.upworthy.com/a- french-film-showing-men-what- being-a-woman-feels-like-kinda
  20. French Documentary Disabled Comedian Sustainability Commercial Color on Campus Bully Poetry
  21. A new barometer for content.Readers Attention Minutes (sources: internal data)
  22. A new barometer for content.Readers Attention Minutes 12 minute French documentary on gender roles with English sub-titles 7 minute cartoon on bullying with a slam poetry voice-over (sources: internal data)
  23. You want to be people are. Lesson 3
  24. % time with (source: Mashable)
  25. Tipping Point Referral Traffic 2012 - 2013 Reach 200M (source: Buzzfeed)
  26. Visitors New insights on distribution . (source: internal data)
  27. Attention Minutes New insights on distribution . (source: internal data)
  28. 80% Reach to Social Web 78%50M Total Readership 50M+ Big, rising group of people who haven't given up on the world 7M Core Community 8M 27% loyalty
  29. Embrace technology stay Lesson 4
  30. Headlines are this part Curation is a Craft Distribution is a Science
  31. +3% This Kid Just Died. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. ` Optimize everything.
  32. +28% This Kid Just Died. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. This Kid Just Died. What he Left Behind Is Wonderful.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ` Optimize everything.
  33. +69% This Kid Just Died. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. This Kid Just Died. What he Left Behind Is Wonderful.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. This Kid Just Died. What he Left Behind Is Wondtacular.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. Early May Late May Sept Dec Fox News Upworthy People ` Optimize everything.
  34. The most memorable marketing is mission-driven. Lesson 5
  35. To buy products they have to connect to brands’ social values 80% Reach to Social Web 78%50M Total Readership 50M+7M Core Community 8M
  36. O 45% Entire Web 47%74% Total Readership 69%To buy products they have to connect to brands’ social values 77% Core Community 98%
  37. 1 a little a lot not at all 93% Brand values make me care. 1 a little a lot not at all 98% Brand values make me buy. I will only recommend if brands’ values reflect mine. 85% (source: Google Consumer Surveys)
  38. Skype delivered a message of connectedness and some serious owned & earned. 10k Likes 7.3k Shares 2.3 k Comm 30000 During After 247k Views 300000 +30% +130% +150% +200% (source: internal data)
  39. Curation delivers the reach of healthy-sized website and fast learnings. 18M Unique Visitors 100M Social Reach Millions of Attention Minutes (source: internal data)
  40. 1. Purpose is a powerful motivator. 2. Quality is more important than ever. 3. You want to be where the people are. 4. Embrace technology, stay human. 5. The most memorable marketing is mission-driven.
  41. You Can Do It! If you want to stand out you have to stand for something.

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