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Social IS Mobile


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Presentation given by John Ore, Business Insider. For digital native brands, social distribution is almost a requirement to reach your audience where they are most comfortable. Being mobile-first is crucial in embarking on a successful social distribution effort.

Published in: Mobile

Social IS Mobile

  1. 1. Social IS Mobile
  2. 2. 2 The Insider Family 2007 2015 2016
  3. 3. 3 Smart Storytelling for the Digital Generation Smart, high-impact business news and features. Science, technology, and innovation making the world a better place. Life is an adventure. Digital-native storytelling
  4. 4. 4 How We’ve Done, Collectively 100M+ global uniques across all sites1 #1 largest US business news site2 60% of traffic from mobile/tablet1 #1 in reach against affluent millennials2 20M+ combined followers & fans3 2B+ monthly video streams across sites & platforms4 Sources: 1Google Analytics (February 2016, BI and TI combined); 2comScore; 3BI, TI, INSIDER combined (Aggregate of all Facebook, Twitter, LinkedIn, YouTube, and Instagram social handles and pages); 4Site, Facebook, Youtube,MSN (BI, TI, INSIDER combined)
  5. 5. 5 100% digital High impact Social storytelling Robust distribution Keys to Our Success
  6. 6. 6 Mobile Growth Is Huge For Business Insider and the entire family
  7. 7. 7 Delivery Optimized for Mobile
  8. 8. 8 Delivery Optimized for Mobile
  9. 9. 9 Content Optimized for Social
  10. 10. 10Source: NewsWhip (June 2015); Reflects sum total of likes, comments, shares, Retweets, replies, and favorites Content Optimized for Social 4.7M 1.6M 648k 434k 348k 193k Social Interactions on Facebook + Twitter #1worldwide producer of social video in tech category Top 5 global Facebook video producers #1producer of social video in the business category
  11. 11. 11 The Evolution Of Distribution – Facebook Instant Articles Facebook Instant Articles PROS • Legit speedy • Facebook fill rate • We built for scale CONS • Fewer referrals • Loss of control
  12. 12. 12 The Evolution Of Distribution – Google AMP Accelerated Mobile Pages PROS • Legit speedy • Well documented, “open” • Minimal monetization impact CONS • Varied UX in search results • BI mobile pages were already fast • Limited utility in early going • More a requirement than a benefit
  13. 13. 13 The Evolution Of Distribution – What’s Next? Messaging Apps and Bots PROS • Growth! • Definitely lean mobile CONS • FB Messenger… • Audience viability for news?
  14. 14. 14 Stories for and about people who seize life, rather than letting it happen to them – delivered to you where readers already are and when readers want it.
  15. 15. 15 9M+ combined Facebook fans1 1.4B+ video streams In April1 Top 5 global Facebook video producers2 1/3 of engaged fans are female millennials1 Sources: 1Facebook Analytics (April 2016); 2Tubular (April 2016)
  16. 16. 16 INSIDER Verticals For all things food-related, including recipes, hacks, good eats, and more. For all things pop culture and entertainment. For all things fashion, architecture, innovation, home, products, and more. For people who see something wrong with the world and who fight for what’s right. For wander-lusters, adventurers, and armchair sightseers. For stories around people who take charge of their bodies and health.
  17. 17. 1717
  18. 18. 18 Why a site? 1. Occupies an integral part of an ecosystem of distribution destinations 2. Facilitates storytelling that can’t be easily done elsewhere 3. Provides monetization opportunities that are more within our control