0
The average person
has the potential to
see 1,500 pieces of
content daily.
A tiny fraction will
been seen, clicked,
read a...
40000
Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy
40000
Bleache...
Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC ...
The power
of purpose
The significance
of quality
Blueprint for
brands
31,000 social actions per post
(Newswhip February)
#1 reason for sharing…
“to draw attention to
something important.”
(Google Consumer Survey)
Meaningful life,
Meaningful work,
Meaningful media.
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
...
O
77%
Core
Community
74%
Total
Readership
45%
Entire
Web
Active and influential
in discussions on
social issues
77% 74% 45...
O
77%
Core
Community
74%
Total
Readership
45%
Entire
Web
To buy products they
have to connect to
brands’ social values
98%...
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 wil...
35M
70M
Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014
Our growth is a proof point
for the power of...
Fewer than 3 in 10 graduates in
science, technology, engineering,
and mathematics are women.
!
And barely 1 in 10 engineer...
or
Link to Video!
http://www.upworthy.com/move-
over-barbie-youre-obsolete
I’m starting this year as an engineering
major at GW. This, I love to see.
Jenny, check this
out - amazing idea
to inspire...
2 Million Views
$100k / 23,000 orders
12 Million Views
200,000 Votes
Superbowl.
Source: Stratechery “Five-
Thirty-Eight End Average”
Articles
Consumed
Low QualityHigh Quality
Low QualityHigh Quality
Source: Stratechery “Five-
Thirty-Eight End Average”
Articles
Consumed
Headlines
are this part
Curation is
a Craft
Distribution is
a Science
Attention Minutes Tell A
Bigger Truth About Quality
Interest Consumption Sharing
A new barometer for content.Readers
Attention Minutes
Just
looking at
page views
A new barometer for content.Readers
Attention Minutes
10 minute French
documentary on gender
roles with English sub-titles...
Attention
Minutes
Visitors
New insights on distribution .
Visitors
Attention Minutes
Source: Internal referral data
Makes
them stay
A new lens for behavior.
Thought
ProvokingHappy
Inspiring
Funny
Shocking
Troubling
Touching
Makes them sha...
Quality is the through-line
Interest Consumption Sharing
Compelling
Transparent
Mission-aligned
60000
Upworthy The Atlantic The Blaze Slate.com Elite Daily NPR Buzzfeed NYTimes BBC Bleacher Report Huff Po
73x
Brands
li...
Promoted Post delivered a
message of connectedness
and serious owned & earned.
10k Likes
7.3k Shares
2.3 k Comm
30000
Duri...
Sponsored curation
delivers the reach of
healthy-sized website.
18M
Unique
Visitors
100M
Social
Reach
Millions of
Attentio...
!
Promoted Posts of brand
content that fits mission.
1
Sponsored Curation
on important themes
2
Content Consultation
for c...
Promoted and curated content
aligned with the top topics our
community asked to see in 2014
Better more
sustainable
world
...
Brand
Values
Important,
Meaningful
Content
Upworthy
Collaborations
The power
of purpose
The significance
of quality
Blueprint for
brands
Ad Age 2014
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Ad Age 2014

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Transcript of "Ad Age 2014"

  1. 1. The average person has the potential to see 1,500 pieces of content daily. A tiny fraction will been seen, clicked, read and shared.
  2. 2. 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 Upworthy delivers massive social actions per post (Newswhip February) 42x Top 50 avgTop 50 Avg is 742
  3. 3. 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
  4. 4. The power of purpose The significance of quality Blueprint for brands
  5. 5. 31,000 social actions per post (Newswhip February)
  6. 6. #1 reason for sharing… “to draw attention to something important.” (Google Consumer Survey)
  7. 7. Meaningful life, Meaningful work, Meaningful media.
  8. 8. 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 Source: Internal data, Facebook data, February
  9. 9. O 77% Core Community 74% Total Readership 45% Entire Web Active and influential in discussions on social issues 77% 74% 45% Source: Internal survey, Google Consumer Survey
  10. 10. O 77% Core Community 74% Total Readership 45% Entire Web To buy products they have to connect to brands’ social values 98% 69% 47% Source: Internal survey, Google Consumer Survey
  11. 11. 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: Internal survey, Google Consumer Survey
  12. 12. 35M 70M Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014 Our growth is a proof point for the power of purpose (Upworthy Reach Quarterly ’12 - ’14) +60% Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014 7.8M Core Community 50M Source: Internal data
  13. 13. Fewer than 3 in 10 graduates in science, technology, engineering, and mathematics are women. ! And barely 1 in 10 engineers are women.
  14. 14. or
  15. 15. Link to Video! http://www.upworthy.com/move- over-barbie-youre-obsolete
  16. 16. I’m starting this year as an engineering major at GW. This, I love to see. Jenny, check this out - amazing idea to inspire girls to beat the statistics… Goldieblox! I’ve been looking for something like this for Giovanna since she started to ‘tinker’!
  17. 17. 2 Million Views $100k / 23,000 orders 12 Million Views 200,000 Votes Superbowl.
  18. 18. Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed Low QualityHigh Quality
  19. 19. Low QualityHigh Quality Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed
  20. 20. Headlines are this part Curation is a Craft Distribution is a Science
  21. 21. Attention Minutes Tell A Bigger Truth About Quality Interest Consumption Sharing
  22. 22. A new barometer for content.Readers Attention Minutes Just looking at page views
  23. 23. A new barometer for content.Readers Attention Minutes 10 minute French documentary on gender roles with English sub-titles 7 minute cartoon on bullying with a slam poetry voice-over Just looking at page views
  24. 24. Attention Minutes Visitors New insights on distribution . Visitors Attention Minutes Source: Internal referral data
  25. 25. Makes them stay A new lens for behavior. Thought ProvokingHappy Inspiring Funny Shocking Troubling Touching Makes them share Source: Internal referral data
  26. 26. Quality is the through-line Interest Consumption Sharing
  27. 27. Compelling Transparent Mission-aligned
  28. 28. 60000 Upworthy The Atlantic The Blaze Slate.com Elite Daily NPR Buzzfeed NYTimes BBC Bleacher Report Huff Po 73x Brands like…
  29. 29. Promoted Post delivered a message of connectedness and serious owned & earned. 10k Likes 7.3k Shares 2.3 k Comm 30000 During After 247k Views 300000 +30% +130% +150% +200%
  30. 30. Sponsored curation delivers the reach of healthy-sized website. 18M Unique Visitors 100M Social Reach Millions of Attention Minutes
  31. 31. ! Promoted Posts of brand content that fits mission. 1 Sponsored Curation on important themes 2 Content Consultation for crafting content and shared learning. 3 Brand Values Important, Meaningful Content Upworthy Collaborations Blueprint for Brands
  32. 32. Promoted and curated content aligned with the top topics our community asked to see in 2014 Better more sustainable world Important messages, compelling content
  33. 33. Brand Values Important, Meaningful Content Upworthy Collaborations
  34. 34. The power of purpose The significance of quality Blueprint for brands
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