What I’m thinking
about
Anthony Moor
Director, Product Management
Yahoo
Telling compelling stories
Telling compelling stories




Make what I need to know, what I want to
know
Personal vs. objective – people as brands

...
Storytelling forms explode
Storytelling methods explode



Premium and long form
Social, listy and buzzy
Highly visual



App-based (data driven)

...
Mobile stories


Snackable moments
‘Native Ads’


Transparency
Curation: Endless streams vs.
filters and finality










Personalized
Topical
Recommended
Social
Contextual
Aut...
Curation: Endless streams vs.
filters and finality
Creating content for an
‘always on’ audience
Creating content for an
‘always on’ audience






Create the wave
Surf the wave
Dive under the wave
Get out of the wa...
Creating content for an
‘always on’ audience
Creating content for an
‘always on’ audience
Measuring content
performance by the piece







Page views
CTR
Likes/Shares
Dwell time
Scroll depth
ajmoor@yahoo.com
Flipboard: News in Transition
Twitter: @ajmoor
http://ajmoor.squarespace.com/

THANK YOU
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What im thinking about - Journalistic storytelling in a digital world

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Discussion starter for a Stanford gradate seminar. Viewable here: http://stanford.io/1eln84U.

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What im thinking about - Journalistic storytelling in a digital world

  1. 1. What I’m thinking about Anthony Moor Director, Product Management Yahoo
  2. 2. Telling compelling stories
  3. 3. Telling compelling stories   Make what I need to know, what I want to know Personal vs. objective – people as brands What I need to know What I want to know
  4. 4. Storytelling forms explode
  5. 5. Storytelling methods explode  Premium and long form Social, listy and buzzy Highly visual  App-based (data driven)  
  6. 6. Mobile stories  Snackable moments
  7. 7. ‘Native Ads’  Transparency
  8. 8. Curation: Endless streams vs. filters and finality        Personalized Topical Recommended Social Contextual Authority/Source Importance
  9. 9. Curation: Endless streams vs. filters and finality
  10. 10. Creating content for an ‘always on’ audience
  11. 11. Creating content for an ‘always on’ audience     Create the wave Surf the wave Dive under the wave Get out of the way
  12. 12. Creating content for an ‘always on’ audience
  13. 13. Creating content for an ‘always on’ audience
  14. 14. Measuring content performance by the piece      Page views CTR Likes/Shares Dwell time Scroll depth
  15. 15. ajmoor@yahoo.com Flipboard: News in Transition Twitter: @ajmoor http://ajmoor.squarespace.com/ THANK YOU

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