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PEOPLE DON’T LOOK FOR IMPORTANT NEWS, IMPORTANT CONTENT LOOKS FOR PEOPLE

A quick view on how the way people consume information is changing the scenario both for publishers and brand.

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LUCA DELLA DORA / @LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
“IF THE NEWS IS THAT IMPORTANT, IT WILL FIND ME”
2
- A MILLENNIAL
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAMATICALLY CHANGED
3
PULL PUSH PULL&PUSH
HOMEPAGES APPS SOCIAL MEDIA
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
THE WAY PEOPLE ACCESS INFORMATION
HAS DRAMATICALLY CHANGED
4
“I get news from time to time”
“I check news regularly”40%
50%
2002 2012
PEW Research Center
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
PULL MEDIA HAS QUICKLY BEEN
REPLACED BY PUSH MEDIA
5
@LUCA2D
PEOPLE DON’T LOOK FOR IMPORTANT NEWS
IMPORTANT CONTENT LOOKS FOR PEOPLE
6
INFORMATION COMES TO PEOPLE
“THEY FIND YOU”

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PEOPLE DON’T LOOK FOR IMPORTANT NEWS, IMPORTANT CONTENT LOOKS FOR PEOPLE

  • 1. LUCA DELLA DORA / @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE
  • 2. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE “IF THE NEWS IS THAT IMPORTANT, IT WILL FIND ME” 2 - A MILLENNIAL
  • 3. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE THE WAY PEOPLE ACCESS INFORMATION HAS DRAMATICALLY CHANGED 3 PULL PUSH PULL&PUSH HOMEPAGES APPS SOCIAL MEDIA
  • 4. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE THE WAY PEOPLE ACCESS INFORMATION HAS DRAMATICALLY CHANGED 4 “I get news from time to time” “I check news regularly”40% 50% 2002 2012 PEW Research Center
  • 5. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE PULL MEDIA HAS QUICKLY BEEN REPLACED BY PUSH MEDIA 5
  • 6. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 6 INFORMATION COMES TO PEOPLE “THEY FIND YOU”
  • 7. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 7 HOMEPAGE TRAFFIC IS DECLINING AS PEOPLE INCREASINGLY FIND LINKS TO CONTENT FROM SOCIAL MEDIA, EMAIL AND OTHER SOURCES
  • 8. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 8 DO YOU THINK I’M EXAGGERATING?
  • 9. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 9 ASK WHAT’S HAPPENING WITH ITS HOMEPAGE’S VISITORS The New Yoirk Times, Innovation, 2014
  • 10. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 10 ASK IF IT HAS HAD AN IMPACT ON THE TIME SPENT ON THE SITE The New Yoirk Times, Innovation, 2014
  • 11. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 11 ASK IF THE MOBILE APP IS STILL THE BEST CHOICE The New Yoirk Times, Innovation, 2014
  • 12. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 12 ASK WHERE THEIR READERS COME FROM The New Yoirk Times, Innovation, 2014
  • 13. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 13 OK 👊 YOU GOT IT
  • 14. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 14 WHY IS IT HAPPENING?
  • 15. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 15 IT’S NOT ALL ABOUT THE INFORMATION OVERLOADAMOUNTOFINFORMATION 1950 20101980 AVAILABLE INFORMATION INFORMATION ONE CAN CONSUME Information Overload Paradox
  • 16. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 16 BECAUSE NOT ONLY THERE IS JUST SO MUCH CONTENT THAT’S IMPOSSIBLE TO CONSUME IT ALL BUT SOMEONE YOU FOLLOW/KNOW/TRUST IS GOING TO SHARE THAT LINK
  • 17. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 17 BECAUSE NOT ONLY THERE IS JUST SO MUCH CONTENT THAT’S IMPOSSIBLE TO CONSUME IT ALL BUT SOMEONE YOU FOLLOW/KNOW/TRUST IS GOING TO SHARE THAT LINK
  • 18. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 18 AND IT MAKES IT IRRESISTIBLY SEXY WORTH TO BE READ AND IT MAKES IT BECAUSE NOT ONLY THERE IS JUST SO MUCH CONTENT THAT’S IMPOSSIBLE TO CONSUME IT ALL BUT SOMEONE YOU FOLLOW/KNOW/TRUST IS GOING TO SHARE THAT LINK
  • 19. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 19 WORTH TO BE READ IT IS NOW STRICTLY RELATED WITH THE WAY BRANDS ARE BUILDING RELATIONSHIPS WITH PEOPLE THROUGH SEXY CONTENT
  • 20. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 20 WORTH TO BE READ THROUGH SEXY CONTENT BRANDED
  • 21. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 21 BRANDED CONTENTBUT WHAT THE HELL IS ?
  • 22. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 22 BRANDED CONTENT Broadly speaking, it’s all about what does a brand have to say that’s of value to an audience and what are they ways that they tell those stories. “ ”- S. DONATON, CCO DIGITAL LBI
  • 23. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 23 BRANDED CONTENT Branded content is any content that can be associated with a brand in the eye of the beholder. “ ”- “DEFINING BRANDED CONTENT FOR THE DIGITAL AGE” - RESEARCH PROJECT
  • 24. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 24 SO, WHAT ARE THE DIFFERENCES BETWEEN TRADITIONAL ADVERTISING AND BRANDED CONTENT?
  • 25. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 25 TRADITIONAL ADVERTISING FEATURES BENEFITS USP IS ABOUT DELIVERING
  • 26. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 26 TRADITIONAL ADVERTISING FEATURES BENEFITS USP IS ABOUT DELIVERING THROUGH A PRODUCT STORY
  • 27. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 27 TRADITIONAL ADVERTISING FEATURES BENEFITS USP IS ABOUT DELIVERING THROUGH A PRODUCT STORY AND THEN FINDING CREATIVE PATHS THAT CONNECT THAT TO PEOPLE
  • 28. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 28 REVERSE THIS APPROACH AND YOU WILL UNDERSTAND WHAT BRANDED CONTENT IS
  • 29. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 29 LISTENING UNDERSTANDING CONNECTING IS ABOUT STARTING BY BRANDED CONTENT
  • 30. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 30 LISTENING UNDERSTANDING CONNECTING IS ABOUT STARTING BY PEOPLE STORIES AND THEN FINDING WHAT ARE THE THINGS CAN HELP THE BRAND TO CONNECT WITH THE AUDIENCE BRANDED CONTENT
  • 31. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 31 LISTENING UNDERSTANDING CONNECTING IS ABOUT STARTING BY AND THEN THINKING ABOUT THE CREATIVE PATH THAT CAN LINK THAT
 WITH THE BRAND BRANDED CONTENT PEOPLE STORIES AND THEN FINDING WHAT ARE THE THINGS CAN HELP THE BRAND TO CONNECT WITH THE AUDIENCE
  • 32. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 32 OH WAITWHAT ARE THE RELATIONSHIP BETWEEN THE WAY PEOPLE CONSUME NEWS AND BRANDED CONTENT?
  • 33. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE WHAT ARE THE RELATIONSHIP BETWEEN THE WAY PEOPLE CONSUME NEWS AND BRANDED CONTENT? 33 PEOPLE
  • 34. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE WHAT ARE THE RELATIONSHIP BETWEEN THE WAY PEOPLE CONSUME NEWS AND BRANDED CONTENT? 34 THE AMOUNT OF TIME WE HAVE IS LIMITED, THE AMOUNT OF INFORMATIONS IS NOT ATTENTION IS INCREASINGLY MORE DIFFICULT TO GAIN DUE TO THE AMOUNT OF CONTENT NEWS AND BRANDED CONTENT SHARE NOW THE SAME FIELDS BRANDS ARE BECOMING SOURCE OF INFORMATION THEMSELVES PEOPLE INFORMATION OVERLOAD ATTENTION SPAN SOCIAL PLATFORMS BRANDS AS PUBLISHERS
  • 35. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 35 SO, START BY KNOWING THEM, IN ORDER TO TELL TO THE AUDIENCE YOU WANT, THE STORIES THEY WILL LOVE
  • 36. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 36 SO, START BY KNOWING THEM, IN ORDER TO TELL TO THE AUDIENCE YOU WANT, THE STORIES THEY WILL LOVE TO INTERACT WITH
  • 37. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 37 SO, START BY KNOWING THEM, IN ORDER TO TELL TO THE AUDIENCE YOU WANT, THE STORIES THEY WILL LOVE TO SHARE
  • 38. @LUCA2D PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE 38 SO, START BY KNOWING THEM, IN ORDER TO TELL TO THE AUDIENCE YOU WANT, THE STORIES THEY WILL LOVE TO BE PART OF
  • 39. the end LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as Editorial Director at We Are Social trying to build stories for the brands we are happy to work with.