[HUBFORUM Paris] BuzzFeed Presents the native truth - Will Hayward
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Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay : http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/
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[HUBFORUM Paris] BuzzFeed Presents the native truth - Will Hayward
- 2. 2 150+ Million monthly UVs 75%of visits from social Over half are aged 18-34 Over half of visits from mobile
- 8. BuzzFeed Evolves With Social
- 9. 9
- 10. 10
- 11. 11
- 12. The Internet Has Changed
- 13. 13 AOL World View: Book them and they will come.
- 14. Google World View: Connect people with the information they need.
- 15. Facebook World View: Connect people with their friends, and give them the means to communicate and express themselves.
- 17. NYTimes Innovation Report BBC Stringer Report “...we are putting less effort into reaching readers’ digital doorsteps than we ever did in reaching their physical doorsteps.”
- 18. Homepages Aren’t What They Were
- 20. Digital Advertising Can Be Better
- 25. 25
- 26. 26
- 27. Key Takeaways The web is now social. Think about why people would share. Digital advertising can be awesome!
Hinweis der Redaktion
- Thank You. Today’s theme is game changers, and disruption, which are grandiose terms that are sometimes a little hard to define. I’m lucky enough to be part of an organisation that is often referred to with both those words. I’m going to run your through... I guess part of our story, is a sort of balance between thinking that everything is open for play, and that if we execute well there is no reason we can’t succeed. And also a balance between refusing to be told that we can’t do the things
- For those of you that don’t know, we do a few different things at BuzzFeed, one of which is run a website which is now, depending on who’s data you look at, either the largest of second largest news and entertainment website in the world. One key point of differentiation for BuzzFeed is that we are all about sharing - we create content that people want to pass on to their friends, whether that be through word of mouth, email, facebook or any other social network. As proof of that, over 75% of our traffic referrals come from some form of social sharing.
- Now, standing in front of the IOD I know this might sound foreign to you all, I know you all sit at your desks working laboriously for 22 1/2 hours a day, but believe it or not there is a global network out there of bored office workers. One of our founding ideas was that if we could create content that was easy to consume and entertaining, and if we could bake a reason to share into this content, we could potentially build huge scale relatively quickly.
- And these were mostly aggregations of content from across the web. And what’s great about this particular list is you can so clearly see stories and people behing each one. So I think we can be pretty sure that these first couple came from female contributors.
- And I suspect some women can probably still identify with this one. And maybe if you can hear any colleague laugh too much maybe you now know a little more about them than you did before.
- And then we have those that might
- And God knows where this one came from....
- And then we realised that actually, the same office workers who were bored and wanting to look at funny stuff were also looking for news and politics content, and that the social web was evolving and they were sharing this sort of content as well. So we decided to pivot and move into creating additional serious, smart news content, hiring Ben Smith over from Politico, giving him the opportunity to leave his blackberry behind and start experimenting with a media company built from the ground up for the social web he had already embraced,
- And now we’re filing original hard news reporting from around the world.
- And I mentioned video already - but we think video can be recreated for the web.
- replace with photo of old computer connected to a phone
- Google’s corporate pbjective is to organise the world’s information, and a functional view of the company is smart computers trying to answer human search queries.
- If the distribution mechanism of this new age of the web is social, then we have to think what would make someone share this? And the truth is, there are a few different reasons people share things. People use their social feeds to show who they are, or perhaps more accurately, who they want to be. So - most people want to be funny. Which means posts about film posters that could be improved by Boris Johnson do really well.
- For media companies, this has had huge ramifications. Two big industry reports came out in the last three months, from large, established, important legacy media organisations - The NYT and the BBC. Both of these reports argued that the organisations had not done enough to adapt to this reality. Gone were the days when consumers would just come to them, they now had to do a better job of getting their content out to the audience.
- And the data supports this - this is the New York Times’s own data, showing how traffic to the homepage has more than halved in a two year period, because the audience today just isn’t waking up and looking at these online destinations anymore, they are waking up and checking their social feeds to see what their friends are talking about.
- We view the large social networks like FB and Twitter as something like America’s big TV networks, or maybe a digital version of the newspaper delivery boy. It is the job of a media company today to create content that is good enough that consumers share it with their friends, wherever that might be.
- So, we’re known for our socially driven news and editorial, but we’re also known for how we’ve come up with a new approach to digital advertising.
- Human’s are nostalgic, and we often erroneously believe the past offers solutions to the future. But sometimes it does. David Ogilvy, Godfather of advertising, said that great advertising must match the form and format of the media in which it is contained. He existed in the era of magazine advertising, so he focused on creating ads with strong headlines, dense copy, but no distracting, flashy images or silly fonts. Fit the ad to what the audience is expecting.
- And we see this in other platforms too - the best cinema advertising, for example, has always matched the potential of the platform, ads like the Guinness horses in the ocean deliver a unique audiovisual experience that is entirely fitting to what people expect at the cinema.
- So what is the new context? With consumers waking up and checking their mobiles to see the news, but also what their friends are talking about and what the latest meme is all about, how can we create advertising that matches their expectations, and isn’t ignored, but actually celebrated?
- What we don’t do, is go to brands like Fosters and say - put your logo here, in a small banner ad that nobody sees or cares about or clicks on - because quite fundamentally people don’t reach for their phone to click on banner ads. What we do instead, is work with them to see how we could create content that would be entertaining, funny or informative, but also mean something to Fosters.
- So we create posts like “The Most Australian Things that Ever Happened”, and fill it with images like - And Foster’s goes from being just a beer that I don’t really drink to actually a brand that I find quite funny, and I understand a little more about what the brand is, and maybe next time I’m in the pub I’ll order a Fosters instead of another brand.