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

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Digiday

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

Marketing

How to Harness Viral for Content
Jamie Mottram
@jamiemottram
August 14, 2014

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

VIRAL TRAFFIC FTW!
FTW’s viral traffic is up 300% year over year

HOW’S THAT?
Social Distribution
Mobile Consumption
Viral Amplification

VIRAL-FRIENDLY EXPERIENCE
1. Responsive Design

VIRAL-FRIENDLY EXPERIENCE
2. Emphasis on Sharing
(Page footer)
(Mobileheader)

VIRAL-FRIENDLY EXPERIENCE
3. Big Headlines & Visuals

VIRAL-FRIENDLY EXPERIENCE
4. Every Page a Home Page
Page footerRight rail Mobile footer

THE ART OF VIRAL STORYTELLING
FTW specializes in
5 specific types of
viral content …

THE RESULT
The Sports Leader
in Social News

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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