PRPD Webinar: Dark Arts of the Online Overlords

631 views

Published on

Published in: News & Politics, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
631
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

PRPD Webinar: Dark Arts of the Online Overlords

  1. 1. Dark secrets online overlords of the
  2. 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  3. 3. what I will dwell on: sensibility & desire
  4. 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  5. 5. lifehacker.com I. Package, repackage, repeat
  6. 6. lifehacker.com I. Package, repackage, repeat
  7. 7. lifehacker.com I. Package, repackage, repeat
  8. 8. lifehacker.com I. Package, repackage, repeat
  9. 9. lifehacker.com I. Package, repackage, repeat
  10. 10. packaging reinforces
  11. 11. packaging extends reach
  12. 12. stock and flow
  13. 13. N Umbering is narrative. Flickr photo courtesy of user svenwerk.
  14. 14. popurls.com II. Numbering is narrative.
  15. 15. popurls.com II. Numbering is narrative.
  16. 16. theatlantic.com II. Numbering is narrative.
  17. 17. lists promise specifics
  18. 18. lists promise limits
  19. 19. lists promise hierarchy
  20. 20. examples of guides from different sites II. Numbering is narrative.
  21. 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  22. 22. ““Imagine youre writing aheadline for a magazine… rather than a newspaper. source: Gawker founder/CEO Nick Denton
  23. 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  24. 24. focus on implications, not events
  25. 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  26. 26. parsability and authority
  27. 27. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  28. 28. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  29. 29. COmments are content. Flickr photo courtesy of user
  30. 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  31. 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  32. 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  33. 33. ta-nehisicoates.theatlantic.com IV. Comments are content.
  34. 34. content gets assigned
  35. 35. content gets curated
  36. 36. content gets edited
  37. 37. content gets promoted
  38. 38. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  39. 39. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  40. 40. slate.com VI. Explain, explain, explain.
  41. 41. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  42. 42. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  43. 43. I Llustrate everything. Flickr photo courtesy of user movimente.
  44. 44. huffingtonpost.com VII. Illustrate everything.
  45. 45. A transportation blog?! Really?
  46. 46. *actual transportation blog headlines VIII. Illustrate everything.
  47. 47. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VII. Illustrate everything.
  48. 48. images courtesy of roadguy VII. Illustrate everything.
  49. 49. Compete through co-optation. Photo courtesy of the U.S. military.
  50. 50. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  51. 51. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  52. 52. npr.org VIII. Compete through co-optation.
  53. 53. huffingtonpost.com VIII. Compete through co-optation.
  54. 54. M inimal is magical. Flickr photo courtesy of user Stuck In
  55. 55. [Noun] [verb]:[Blockquote]
  56. 56. A reader writes:[Blockquote]
  57. 57. marginalrevolution.com X. Sully ledes.
  58. 58. marginalrevolution.com X. Sully ledes.
  59. 59. it’s quick
  60. 60. it demands listening
  61. 61. it evokes a conversation
  62. 62. it triggers awareness
  63. 63. I have so many fascinating things to tell you.I must hurry.
  64. 64. Empires beat castles. Flickr photo courtesy of user
  65. 65. MediaSite™ You wish your ads were this pretty.Your local news source.NEWS ARTSPLASH SPORTZBUZZ YOURVOICES HOMESLICE GO!Real-Time NewsMemorial Garden dedicatedArtSplash YourVoicesSportzBuzz
  66. 66. brandcastlen. A media experience purporting to offer content and storytelling, but in reality obsessed primarily with how a media entity thinks of itself.
  67. 67. brands ! content
  68. 68. brand empiren. A collection of brands of various shapes and sizes that represent the many (often overlapping) fan constituencies an organization serves.
  69. 69. huffingtonpost.com IX. Empires beat castles.
  70. 70. huffingtonpost.com IX. Empires beat castles.
  71. 71. huffingtonpost.com IX. Empires beat castles.
  72. 72. Streams beat stories. Flickr photo courtesy of user Mr. T in DC.
  73. 73. city room and l.a.now IX. Streams, not stories.
  74. 74. gothamist network IX. Streams, not stories.
  75. 75. city room vs. gothamist IX. Streams, not stories.
  76. 76. feed > post
  77. 77. subscriber > visitor
  78. 78. nytimes.com IX. Streams, not stories.
  79. 79. talkingpointsmemo.com IX. Streams, not stories
  80. 80. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven

×