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Media Transformationin the age of social
Overview    Looking backward    The Geosocial Universe    Can traditional media be social?    Relevance of trusted con...
Industry performance   US$275,	  Week	  of	  6	  Dec	  1999	        Dot	  Com	  Bubble:	  20	  Mar	  2000	  
Industry performance                       Google	  shares	  +438%	  	                         since	  Aug	  2004	  
Traditional media (1998-2005)Web 1.0: Creating a footprint
75% of TV will beonline“People don’t think of TV anymore, they just think of video.”-Comcast Interactive Media VP Matt Str...
Sohaib Athar, IT Consultant, documented in real time the Bin Laden compound raid.Keith Urbahn, former aid to Donald Rumsfe...
The Geosocial UniverseBrand/Media CommunitiesBrands                               ‘Likes’          Broadcast Media   ‘Like...
Is your brandconversational?
Traditional media (2006-2011)UGC / Citizen Journalism:•  Launched 2 Aug 2006•  Inspired by CNN Fan Zone
The new iReportmakes a promise:Be part of the stories thatmatter to you right now.
The new iReportis three things:	  1. The center of participation at CNN2. The gold standard of citizen journalism3. A soci...
Traditional media (2006-2011)‘Open Sourcing’ a media brand•  360° initiative – online, on the ground, onair•  Ran for 2 ye...
Traditional media (2006-2011)‘Socialization’ of media CNNGo.com is Asia-Pacific’s ultimate insider guide to the region’s t...
CNNGo’s social arc                                              Travel                                              Indust...
CNNGo social: the ‘watercooler’ approach•  Mon-Fri: 4-5 daily wall posts, every 4 hrs•  Weekend: 3-4 daily wall posts•  Co...
Facebook growth (Jan – Nov 2011)                                               130,000	  Likes	                           ...
Traditional media (2006-2011)Integrated content sponsorship: CNNGo TVKorean Air•    12-month exclusive deal, 2nd year•    ...
Video	  -­‐	  CNNGO	  
Traditional media (2006-2011)Content partnership:“Cha-Ching Money-Smart Kids”•  Multi-country, multi-platform•  Focus on f...
Looking beyond 2011
Content EverywhereTV Everywhere –  70 MM US homes have access to    Turner content     •  PC, Connected TV, Tablet,       ...
Content EverywhereConnected Device applications –  Casual gaming based on our popular    characters, titles and shows     ...
Summary •    Traditional media is transforming •  Engage/reward consumers for creating content •  Provide relevant, conver...
Thank Youtwi1er.com/CNNGO	  facebook.com/CNNGo.Asia	  
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
HKAIM CNNGo Presentation - Don Anderson
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HKAIM CNNGo Presentation - Don Anderson

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“Media Transformation in the Age of Social" HKAIM presentation Dec 2011, an examination of the tectonic shifts that have occurred in the past 10 years in traditional media, and how change has gone from periodic and incremental to accelerated and, at times, frantic for the industry. Includes citations of Western media organisations that are making or have made the leap, in particular Turner Entertainment, CNN and its travel, lifestyle and entertainment platform, CNNGo.

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HKAIM CNNGo Presentation - Don Anderson

  1. 1. Media Transformationin the age of social
  2. 2. Overview  Looking backward  The Geosocial Universe  Can traditional media be social?  Relevance of trusted content to brands  Looking beyond 2011
  3. 3. Industry performance US$275,  Week  of  6  Dec  1999   Dot  Com  Bubble:  20  Mar  2000  
  4. 4. Industry performance Google  shares  +438%     since  Aug  2004  
  5. 5. Traditional media (1998-2005)Web 1.0: Creating a footprint
  6. 6. 75% of TV will beonline“People don’t think of TV anymore, they just think of video.”-Comcast Interactive Media VP Matt Strauss
  7. 7. Sohaib Athar, IT Consultant, documented in real time the Bin Laden compound raid.Keith Urbahn, former aid to Donald Rumsfeld, announces Bin Laden’s death on Twitter, onehour before President Obama delivered his address to the nation of the news.
  8. 8. The Geosocial UniverseBrand/Media CommunitiesBrands ‘Likes’ Broadcast Media ‘Likes’ 36M 6.0M 29M 3.1M 26M 2.3M 23M 1.7M 23M 1.4M Source: Socialbakers.com, Facebook.com 13 Nov 2011
  9. 9. Is your brandconversational?
  10. 10. Traditional media (2006-2011)UGC / Citizen Journalism:•  Launched 2 Aug 2006•  Inspired by CNN Fan Zone
  11. 11. The new iReportmakes a promise:Be part of the stories thatmatter to you right now.
  12. 12. The new iReportis three things:  1. The center of participation at CNN2. The gold standard of citizen journalism3. A social network for news
  13. 13. Traditional media (2006-2011)‘Open Sourcing’ a media brand•  360° initiative – online, on the ground, onair•  Ran for 2 years (2009, 2010)•  Focus on creativity and sharing•  Edugaming•  341 schools involved•  Social media•  Bespoke app development•  37,511 entries
  14. 14. Traditional media (2006-2011)‘Socialization’ of media CNNGo.com is Asia-Pacific’s ultimate insider guide to the region’s top travel and lifestyle experiences. •  Eight key cities •  4 languages •  Over 750 freelancers •  Audience: 24-46 years •  Business travelers, holiday planners, backpackers, locals
  15. 15. CNNGo’s social arc Travel Industry Mobile Partnerships Social Networks/ Seeding/ Content Outreach PartnershipsContent+ SEO
  16. 16. CNNGo social: the ‘watercooler’ approach•  Mon-Fri: 4-5 daily wall posts, every 4 hrs•  Weekend: 3-4 daily wall posts•  Co-branded reader competitions•  “Gamified” posts – travel and food trivia•  Photo galleries•  Video segments (“The Streets of Hong Kong / Singapore, etc”)•  Editorial live wall chats•  Constant experimentation
  17. 17. Facebook growth (Jan – Nov 2011) 130,000  Likes   AddiMon  of   polls,  photo   GoSydneyGo  2,700  Likes   galleries   Launch  (June)   As of 21 Nov 2011
  18. 18. Traditional media (2006-2011)Integrated content sponsorship: CNNGo TVKorean Air•  12-month exclusive deal, 2nd year•  Exclusive sponsor of CNNGo TV (onair + web + mobile)•  30-minute show providing a unique take on global destinations with insider views of Asia cities and beyond•  Dedicated TV page on CNNGo.com•  Social media awareness•  New episodes each month starting 2nd Wed of each month
  19. 19. Video  -­‐  CNNGO  
  20. 20. Traditional media (2006-2011)Content partnership:“Cha-Ching Money-Smart Kids”•  Multi-country, multi-platform•  Focus on financial literacy for children – ‘edutainment’•  Bespoke animated musical cartoons•  Website + Flash games•  Mobile applications•  On the ground activations•  School/educator tie-ups
  21. 21. Looking beyond 2011
  22. 22. Content EverywhereTV Everywhere –  70 MM US homes have access to Turner content •  PC, Connected TV, Tablet, Smartphone –  Working with major carriers and distribution partners to extend this reach •  Verizon, Comcast, AT&T
  23. 23. Content EverywhereConnected Device applications –  Casual gaming based on our popular characters, titles and shows •  Ben 10 •  Adult Swim –  CNN products •  News •  Travel and Lifestyle (CNNGo)
  24. 24. Summary •  Traditional media is transforming •  Engage/reward consumers for creating content •  Provide relevant, conversational content •  Make your content accessible across all platforms – online, mobile, social, etc. •  Brands ‘Like’ trusted publishers/broadcasters
  25. 25. Thank Youtwi1er.com/CNNGO  facebook.com/CNNGo.Asia  

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