Ice dec06-02-christina

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Ice dec06-02-christina

  1. 1. viDeo iS maGic? viDeo is mAgic? Christina Lo Deputy Editor in Chief, Appledaily christina@appledaily.com http://bit.ly/2013-inculab-appledaily
  2. 2. viDeo iS maGic? We took this jump 5 years ago...
  3. 3. viDeo iS maGic? Discovery of what works best... ★ Video Curation of other news sources
  4. 4. viDeo iS maGic? Video enhance audience engagement ❖ Increase time spent on site Video homepage Article homepage
  5. 5. viDeo iS maGic? Digital traffic regains more than what print has lost Total Views (Yesterday) Today views (Till 13:10) Average Daily Unique Users (Last Month) 13 Nov 2013 Print Circulation
  6. 6. viDeo iS maGic? Digital traffic regains more than what print has lost Android iPhone
  7. 7. viDeo iS maGic? Digital traffic regains more than what print has lost ❖ Increase traffic enormously ~12M video views daily
  8. 8. viDeo iS maGic? Traffic brings REVENUE
  9. 9. viDeo iS maGic? all ❖ Sm Start … but we have a very humble start...
  10. 10. viDeo iS maGic? all ❖ Sm Start New staff at start: ❖ 6 video editors ❖ 1 animation producer Print staff: ❖ 2 - 3 reporters per news department → inhouse writers ❖ Photographer = Cameraman
  11. 11. viDeo iS maGic? all ❖ Sm Start Repackage print contents to video product ★ Focus on storytelling and Video Editing skills ★ keep video short with add music
  12. 12. viDeo iS maGic? all ❖ Sm Start Day 1 … disappointing
  13. 13. viDeo iS maGic? all ❖ Sm Start Day 7 … even worse -_-’
  14. 14. viDeo iS maGic? Discovery of what works best... ★ Exclusive news boosts up traffic enormously! Bride-to-be died during slimming surgery June 4 Top 1 video views: 39,967
  15. 15. viDeo iS maGic? Discovery of what works best... ★ Exclusive news boosts up traffic enormously! Actress gave birth to Richard Li's first son June 5 Top 1 video views: 298,820 7.5 times increase in traffic!
  16. 16. viDeo iS maGic? Discovery of what works best... ★ Exclusive news This still works now! Starbucks using public toilet water to make coffee
  17. 17. viDeo iS maGic? Discovery of what works best... ★ Positive news 18 men lift up minibus to save woman beneath
  18. 18. viDeo iS maGic? Discovery of what works best... ★ Mini feature series
  19. 19. viDeo iS maGic? Discovery of what works best... ★ Good showcase for title sponsorship
  20. 20. viDeo iS maGic? Discovery of what works best... ★ Entertainment & Sports
  21. 21. viDeo iS maGic? Discovery of what works best... ★ Science and Gadgets
  22. 22. viDeo iS maGic? Discovery of what works best... ★ Science and Gadgets Top 1 video Online only
  23. 23. viDeo iS maGic? Discovery of what works best... ★ Funny and weird news
  24. 24. viDeo iS maGic? Discovery of what works best... ★ Exclusive news ★ Positive news ★ Mini feature series ★ Entertainment & Sports ★ Science and Gadgets ★ Funny and weird news Drive both traffic & Ads revenue
  25. 25. viDeo iS maGic? Discovery of what works best... ★ Exclusive news ★ Positive news ★ Mini feature series ★ Entertainment & Sports ★ Science and Gadgets ★ Funny and weird news Building Credibility
  26. 26. viDeo iS maGic? Decentralization key digital people to lead instant news expansion in print depts increase video inventory
  27. 27. viDeo iS maGic? to from Story Channels Newspaper Portal ★ Content beyond printed newspaper Game Talkshow ★ Plan ahead ★ Build showcases Live
  28. 28. viDeo iS maGic? Editorial + BD + IT
  29. 29. Case Study - The Arctic Campaign ● Cross Platforms
  30. 30. Business Sponsorship Canon as our gear and title sponsor.
  31. 31. Case Study - The Arctic Campaign ● 5-day print coverage ● 1-month online campaign >100 video stories >10M video views >36K fb likes ● Cross Platforms
  32. 32. Visual creativity to enhance audience experience ● 6 Special arctic animal cartoons created and animated to build program identity.
  33. 33. Visual creativity to enhance audience experience ● Animations are developed into daily weather reports
  34. 34. This showcase succeeds to bring more sponsored content campaign Learn more about the arctic project : http://bit.ly/arctic-appledaily
  35. 35. viDeo iS maGic? Video Traffic 70% 30%
  36. 36. viDeo iS maGic? Key learning... Dare to make mistakes … you will discover best practices on the way :) P.S. make new mistakes... don’t repeat; could be deadly *_*
  37. 37. viDeo iS maGic? miSsion iMpOssiBle Thank you :) http://bit.ly/2013-inculab-appledaily

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