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HuffPo at DPS: At the Pace of Twitter
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HuffPo at DPS: At the Pace of Twitter

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If last year was the year of "brand as publisher," 2013 is the year of 'brand as newsroom." Marketers are deeply committed to building branded content but this new language acknowledges the pace that …

If last year was the year of "brand as publisher," 2013 is the year of 'brand as newsroom." Marketers are deeply committed to building branded content but this new language acknowledges the pace that is required to keep content relevant in a Twitter-paced information economy. In this discussion, HuffPost's Janet Balis will share key lessons learned that inform how brands can think about the connection between content, social and paid media strategies.

Presenter: Janet Balis, publisher, The Huffington Post @digitalstrategy


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Transcript

  • 1. “BRAND AS NEWSROOM”;REAL-TIME MARKETING Conversations start here STRATEGIES
  • 2. THE HUFFINGTON POST LIVE STREAMING CORE SITE MOBILE VIDEO CANADA UNITED KINGDOM ITALY COMING SOON: MAGHREB UNITED STATES SPAIN JAPAN BRAZIL FRANCE And more. 76M UV’S
  • 3. EDITORIAL NEWS & BUSINESS 38M LIFESTYLE 25M ENTERTAINMENT 21M TECH & INNOVATION 11MSource: Comscore December 2012
  • 4. 30.2 ENGAGEMENT 28.9 Average Minutes Per Visitor 20.3 18.4 17.1 10.8 9.9 9.1 9.0 8.6 6.3 7.8 7.6 8.1 7.3 4.9 NEWS & BUSINESS LIFESTYLE ENTERTAINMENT TECH & INNOVASource: Comscore December 2012
  • 5. 10 LESSONS FOR BRANDSFROM THE HUFFPOST
  • 6. REAL-TIME PACE
  • 7. 1600 articles…every 58 seconds
  • 8. ART + SCIENCE
  • 9. SYNDICATION NOT DESTINATION
  • 10. 50% lift in recall6X
  • 11. SOCIAL CONTENT
  • 12. MORE SHARING MORE FINDIN #1 2M+ MOST SHAREDCONTENT ON FACEBOOK THE SOCIAL DAILY REFERRALS FROM FACEBOOK 81M+ FLYWHEEL 800K+ SOCIAL ACTIONS DAILY REFFERALS PER MONTH FROM TWITTER
  • 13. PARTICIPATION GENERATION
  • 14. VIDEO
  • 15. “Stoke Factor”
  • 16. 41M monthly video Bill Maher, John Cusack, Sen. Rand Paul, 50 Cent, Tom views Friedman, Mayor Bloomberg, Tyra Banks, Michael Moore, Harry Shearer, Shaq O’Neil, NewtGingrich, Smokey Robinson, Paul Krugman, Hulk Hogan, RFK, Jr, Joy Behar, Cory Booker, Dan Rather, Nick Cannon, Larry King, Jon Huntsman, Jackie Collins, Grover Norquist, Dr. Oz, Sen. Ron Wyden, Oliver Stone, John Leguizamo, Gordon
  • 17. CROSS PLATFORM
  • 18. GLOBAL
  • 19. TECHNOLOGY MATTERS
  • 20. BRAND AS NEWSROOMCONTENT TECHNOLOGY AUDIENCE Seamless syndication Organic Integrated traffic social HUFFPOST Real-time Real-time content BRANDED analytics CONTENT PLATFORM
  • 21. ITERATION
  • 22. INFLUENCE. IMPACT.INNOVATION.