How to Harness Viral for Content - DPlat, 8/14/14

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Jamie Mottram from USA Today Sports Media Group's presentation deck from Digiday Platform Summit, August 14, 2014.

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  • Numbers are monthly averages for 2014 (Jan.-June).
    FiveThirty Eight is May-June (launched in Apr.).
    All of SI.com averages 19.4M.
  • Numbers are social + search referrals (via Omniture).
    Organic, non-USAT traffic is driving growth.
  • Focus on social, both in story choices and in storytelling.
    Focus on mobile, not only in storytelling but also design/UX.
  • The UX should always have the mobile-social audience in mind.
  • The UX should always have the mobile-social audience in mind.
  • The UX should always have the mobile-social audience in mind.
  • The UX should always have the mobile-social audience in mind.
  • How to Harness Viral for Content - DPlat, 8/14/14

    1. 1. How to Harness Viral for Content Jamie Mottram @jamiemottram August 14, 2014
    2. 2. SPIN-OFF BRANDS Launched: June 2011 comScore uniques: 4.4M Launched: March 2014 comScore uniques: 2.9M Launched: July 2013 comScore uniques: N/A Launched: April 2013 comScore uniques: 9.1M
    3. 3. VIRAL TRAFFIC FTW! FTW’s viral traffic is up 300% year over year
    4. 4. HOW’S THAT? Social Distribution Mobile Consumption Viral Amplification
    5. 5. VIRAL-FRIENDLY EXPERIENCE 1. Responsive Design
    6. 6. VIRAL-FRIENDLY EXPERIENCE 2. Emphasis on Sharing (Page footer) (Mobileheader)
    7. 7. VIRAL-FRIENDLY EXPERIENCE 3. Big Headlines & Visuals
    8. 8. VIRAL-FRIENDLY EXPERIENCE 4. Every Page a Home Page Page footerRight rail Mobile footer
    9. 9. THE ART OF VIRAL STORYTELLING FTW specializes in 5 specific types of viral content …
    10. 10. 1. CURATED SOCIAL NEWS
    11. 11. 2. FUN LISTS AND FEATURES
    12. 12. 3. SOCIAL SCOOPS
    13. 13. 4. COOL VISUALIZATIONS
    14. 14. 5. SHARP #SHORTREADS
    15. 15. THE RESULT The Sports Leader in Social News
    16. 16. WHAT’S NEXT? o Improve Mobile Experience o Produce Branded Content o Increase Habitual Usage o Expand Across Verticals o Create Original Video

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