The new content ecosystem - Community or bust
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In the new content ecosystem, publishers die everyday because they don't capitalize on one of their most valuable assets: The people.
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The new content ecosystem - Community or bust
- 1. HELLO. I’M JORDAN. Founder and CEO of If it feels right, tweet me @jkretch The new content ecosystem: Community or bust
- 4. Content ubiquity is upon us “On average, 77% of the traffic to the top 25 news sites came from users who visited just one or two times.” - Journalism.org
- 5. Feed frenzy is a real problem I WANT MOOORE! !
- 6. Feed frenzy is a real problem I WANT MOOORE! !
- 7. Content Feed ubiquity frenzy Content ubiquity Feed frenzy Content ubiquity Feed frenzy
- 8. Lack of scalable monetization is killing DU publishers
- 9. Ad revenue for publishers is down 43% percent “In 2011, losses in print advertising dollars outpaced gains in digital revenue by a factor of roughly 10 to 1, a ratio even worse than in 2010” - PEW STATE OF THE MEDIA REPORT: 2012
- 10. Meanwhile Twitter’s revenue will double in 2013 to $540M, maybe $1B
- 11. People on your site reading and watching stuff. The money you make from these people is dwindling
- 14. The next phase of social: Get your community back
- 15. Community gives people a reason to come to you instead of the first link in their feed.
- 16. Key Ingredients for community: Real-time IT’S SO FAST!!!!!!! Seasons'10'and'11'Compared'' 90,000" 80,000" 70,000" Number'of'Comments' 60,000" 50,000" 40,000" 30,000" 20,000" 10,000" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Week'(star2ng'at'Hollywood)'
- 17. Key Ingredients for community: Surface user interactions
- 18. Key Ingredients for community: Be the center of the conversation
- 19. But no matter what, you have to ENGAGE people
- 20. 1 Sponsored Conversation, syndicated across blogs 2 Full page takeover Ad sold on BlogHer landing page 3 Rewarded active community members
- 21. Not just live blog, interactive live blog
- 23. THANKS If it feels right, follow me @jkretch Or to get more personal, email me Jordan@livefyre.com
Editor's Notes
- Livefyre works with the largest publishers and digital media companies in the world to help engage their audiences. This presentation is a quick overview of the trends I’m seeing in the market that are impacting publishers today, good and bad. And hopefully a few ideas that will help you against the bad trends.\n
- Livefyre works with the largest publishers and digital media companies in the world to help engage their audiences. This presentation is a quick overview of the trends I’m seeing in the market that are impacting publishers today, good and bad. And hopefully a few ideas that will help you against the bad trends.\n
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- People don’t care as much about where they get their news from anymore\nHave less reasons than ever to go to one site over another\n\n\n
- - Quantity matters more than quality\n- Forces publishers to create more content with less resources\n- You need to show up in more peoples’ feeds more often to stay relevant\n
- - Quantity matters more than quality\n- Forces publishers to create more content with less resources\n- You need to show up in more peoples’ feeds more often to stay relevant\n
- - Quantity matters more than quality\n- Forces publishers to create more content with less resources\n- You need to show up in more peoples’ feeds more often to stay relevant\n
- - Quantity matters more than quality\n- Forces publishers to create more content with less resources\n- You need to show up in more peoples’ feeds more often to stay relevant\n
- - Quantity matters more than quality\n- Forces publishers to create more content with less resources\n- You need to show up in more peoples’ feeds more often to stay relevant\n
- Lower quality means even less differentiation between publishers, which continues the downward cycle\n\nAND NOBODY WINS\n
- Digital First Media went bankrupt yesterday. That’s hundreds of local newspapers and media companies that are at severe risk of going defunct.\n\n\n
- Publications closing, running in the red, producing lower quality - higher quantity.\n
- - All the money they’re making is from engaging your community for you\n- The money you’re generating from Twitter is barely quantifiable.\n- Publishers historically have focused on “Eyeballs.” Eyeballs are passive and are becoming valueless\n
- - Because you view them as eyeballs instead of actual people.\n- Eyeballs are passive and create no additional value for you.\n\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Rather than turn those eyeballs into humans by allowing them to be social on your site, you’re hand delivering all those people to this guy, who makes a ton of money off them.\n\nThey make money because they’re capitalizing on the interactions between people. Something publishers have been passing off to Facebook and Twitter.\n
- Re-capture as much value as possible\nNot saying ditch Facebook and Twitter, but create a social-web experience on your content\n
- - Community in itself isn’t the silver bullet\n- It’s what humanizes an otherwise digital experience\n- Community gives people a reason to come to you instead of the first link in their feed\n- People are pack animals, we love to be where other people are, and we love to interact\n
- AMERICAN IDOL - REAL-TIME MADE ALL THE DIFFERENCE\nNot just comments, but work to present all content in real-time. Bring your pages to life. \n\n
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- - You create the content, you should be the center of all the conversation about it\n- Pulling in comments from the social web, increases comment counts left on that page itself by up to 25%\n- The snowball effect and herd mentality. More interaction encourages more interaction, and that’s how community grows.\n- Conversation aggregation and curation tools like Livefyre are built to do just that. And the success has been incredible to watch.\n
- - It’s not just about putting a Tweet button or comment box at the bottom of your article anymore.\n\n\n
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- And of course, if you aren’t already using Livefyre StreamHub to bring all the conversations about your content to one place, shoot me an email. Jordan@livefyre.com\n