Kyle Luke is the director of emerging media at Newsy. He is is responsible for contributing strategic leadership and direction to ensure Newsy's successful evolution in the digital era. He also works to identify opportunities in the new media ecosystem where Newsy can thrive and incorporate flexible, digital tactics that place Newsy ahead of the emerging trends in the industry. His work also includes overseeing a strategy that is a cornerstone of Newsy’s engagement with key audience members and stakeholders on all Web and social media platforms. Luke helped shepherd Newsy from a startup company with a handful of employees to a thriving full-scale media organization that produces hundreds of videos per week for both Newsy and its partners. It is in that experience where he has enjoyed a front row seat to the rapid evolution in the digital space. From push notifications to YouTube comments, Luke works with a simple goal in mind — to make sure you're paying attention. In short, he spends a lot of time on the Internet trying to figure out what people like and don't like. Missouri-born, Texas-raised and now a Missouri grown up, Luke is an alumnus of the Missouri School of Journalism.

1. HOW TO SURVIVE THE
FACEBOOKALYPSE
THE RISE AND FALL OF PUBLISHERS AND PLATFORMS

2. !
I. STATE OF THE MEDIA
!
II. A CASE STUDY
!
III. NEWSY STRATEGY

3. THE DEATH OF “SITE”
OH HEY, it’s already happening
Does Facebook as a platform sort of kill your site as a
publisher?
The end of referral traffic?

5. Winter is coming

6. OTHER CHANNELS RECOGNIZE
THIS TREND AND ARE FOLLOWING SUIT

7. FACEBOOK, THE PUBLISHER
Consuming content online more
“seamlessly”
Speed up the delivery of articles
Content lives and breathes on
Facebook
Publishers must be willing to sacrifice
control for reach
The evolution from “put your content
and we’ll send traffic” to put your
content up and let’s make money

8. FACEBOOK, THE PUBLISHER
Facebook looking to partner with
publishers to create “branded
content”
Represents a shift in platform to
publisher
The line between platform and
publisher blurs even more
YouTube threat?

9. BUZZFEED (TAKE A DRINK)

10. Less than 5% of BuzzFeed video views come from .com
Did over 2 billion views on Facebook last month
420 million referrals from FB,Twitter and Pinterest (nice) vs. 18 billion
impressions on those platforms (whoa)
“Whenever we create a team that iterates against a signal from a single
platform, the videos do better and better on that platform over time.” -
Jonah Peretti
That all sounds great but wait, how much money comes from that?

11. WHAT SHOULD WE DO?

13. THREE SORT OF EASY WAYS TO
PREPARE FOR THE FACEBOOKALYPSE

14. DIVERSIFYYOUR PLATFORM
OFFERINGS
OTT
Mobile
Native

15. • THE EVOLUTION OF OVER-THE-TOP
NEWS
!
• NEWSY ON ROKU
• VIEWER ON MOBILE WATCHES 2-3
VIDEOS
!
• VIEWER ON ROKU WATCHES 8-9
!
• NEWSY JUST LAUNCHED ON
AMAZON FIRE TV
!
!
!
• NETFLIX NOW ACCOUNTS FOR 35%
OF OVERALL US INTERNET TRAFFIC
OTT

16. PRODUCT

17. • 70 % OF OUR USAGE IS FROM APPS
!
• NEWSY HAS ALL THE APPS
!
• THE LIFEBLOOD OF THIS
ORGANIZATION
!
• PUSH NOTIFICATIONS ALLOW FOR
SCALED, POWERFUL AND MEASURABLE
1-1 COMMUNICATION
!
• HERE TO INFORM AND ENGAGE
Mobile + Push Notifications

18. PUSH NOTIFICATIONS, CONTINUED
Historically used for breaking news, updates
Leverage them as an opportunity to …
highlight our best content
talk with our audience
emphasize our core message
The challenge
balancing voice with all the other stuff
disrupting (big drink) a sort of established form of communication

19. NATIVE PLAYERS
Embrace the players for reach, while also maintaining a healthy site
Microcosm of the diverse platforms idea
65% of our content goes to site, 35 goes through player
content-specific for player
Never put all your eggs (content) in one basket (Facebook)
A view is a view is a view now needs to = a monetized view is a
monetized view is a monetized view