Holly Murphy

1. M E D I U M
T H E I D E A S E X C H A N G E

2. Medium Confidential
“Increasingly, people come to Medium to find the
most diverse thinking on issues they care about.
Medium has become an ideas exchange, where
thinkers, creators, and those with a story to share
come to find their audience, move people, and
move us all forward.”
1999 · Blogger 2006 · Twitter 2012 · Medium
EvWilliams,CEOMedium

3. Medium Confidential

4. Medium is the worlds
first social publishing
platform, offering
powerful yet easy-to-use
tools for storytelling and
discovery.

5. Medium Confidential
World-ClassPublisherContentonMedium
Z

6. Medium Confidential
IdeasMatter
• Medium is a free and open
platform for expression
• Our WYSIWYG editor makes
writing simple and integrates
photos, audio, and video
• Powerful publishing tools allow
you to write once, share anywhere

7. Medium Confidential
Reading on Medium is not
a passive experience.
We’ve built simple and
powerful ways for content
to be discovered and
interactions that allow
users to join and further
the conversation
GreatIdeasLoveCompany

8. Medium Confidential
Responses
Responses build on each other and spread
through the network just like regular posts,
evolving the original idea in new and
unexpected directions
Highlights
Medium posts are never just static pages. You'll
find highlights from other readers, showing
which ideas resonated the most and allowing
for better discoverability

9. The “Medium Effect”
Additional traffic to publications from the Medium network Smartphone A
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1
27%
30%
32%
33%
38%
Source: Compete Source: Comscore 2015 U.S.
80%
Time spent on
individual’s top 3 a

10. Medium Confidential
Medium users have spent more then 3.5 millennia reading
together on Medium.

11. [ M E D I U M A U D I E N C E ]

12. Medium’s
Audience
Affluent, Educated, &
Influential
3x
more likely to have attended
graduate school
65%
Ages 21-49
49%
of our audience has HH
incomes over $100K
4x
more likely to have net
worth > $500K than baseline
internet user
more likely to read the
Washington Post at least 6
days a week
57M
monthly unique readers
within the Medium
network
400k+ posts published by users
every month
51%/49%
male/female
Source: Datalogix & ComScore
3x
Corporate Executives/
Upper Management
5x
Stronger presence in DC:
NY, SF, DC, CHI, BOS, LA
1500x

13. [ M O M E N T S O N M E D I U M ]

48. [ A C T I V A T I N G O N M E D I U M ]

49. Medium Confidential
SETTING UP ON MEDIUM

50. AMPLIFY WITH PAID
Medium Confidential
You Didn’t See This On TV — The Craziest Thing I Saw
at a Cubs Game
StubHub
Promoted Stories Creative Exchange

51. MakethemostofMedium
Use Twitter Connect
to harness your
existing audience
Create a Publication to
house multiple voices
Leverage a
diversity of voices
Add tags to increase
distribution
Follow other accounts
to become part of the
Medium ecosystem
Use Responses, Highlights
and Recommends to
engage with your
audience

52. T H A N K Y O U !
M E D I U M . C O M / C O N T E X T
H M U R P H Y @ M E D I U M . C O M

53. A P P E N D I X

54. [ B R A N D S O N M E D I U M ]

55. BrandsonMedium

57. Medium Confidential
A Medium reader spends an average of 2:21 on
each post.

58. [ W H A T A R E B R A N D S S A Y I N G ? ]

59. Medium Confidential
Technology + Culture
Innovation
Corporate Responsibility
Health + Lifestyle
Personal Journeys
Sustainability
WhatareBrands
WritingAbout?

60. Medium Confidential
UtilizetheCreativeExchange:
Google
The Challenge
Online security is a hot-button issue that’s
extremely important to Google’s core business
and brand perception, and they wanted to show
how security affects all aspects of life in a way that
demonstrated credibility, trust, and thought-
leadership in the space. Google needed a partner
who could help explore that topic in a realistic and
creative way.
Medium explored a creative partnership with
Backchannel, a leading tech publication on the
platform, owned by Conde Nast. Backchannel had
inroads to the heads of trust and security at
companies like FB, Twtr, Dropbox, Square and
Amazon to participate in a digital roundtable
series exploring relevant topics on the Future of
Security.
The Solution
The Results
24%
more likely to view Google as trustworthy
30%
more likely to agree that Google cares about
online security
71%
Higher total TTR than average security content
249%
More story views than average security content

61. Medium Confidential
LaunchaBrandCampaign:REI
The Challenge
REI was looking to launch a massive brand
campaign in 2015 called Opt Outside. They’d be
closing their doors on black Friday (their biggest
sales day of the year) to encourage their
customers to get outside and do the activities
their products support with the people they love.
They were looking for ways to tell their story
from multiple voices and not just their executive
team.
REI came to Medium to leverage a publication.
They tapped friendly non-profits, activists and
influencers to tell the story around Opt Outside
alongside their CEO creating an genuine brand
story in an authentic way.
The Solution

62. Medium Confidential
Reachawideraudience:Starbucks
The Challenge
Starbucks has invested in creating
content that highlights their
philanthropic brand initiative,
Upstanders, which celebrates people
doing extraordinary things to bring
positive change to their communities.
Starbucks leveraged Medium’s Promoted
Stories product to distribute this content
across Medium’s premium publishing
partners. Their distribution spend led to a
27x increase in time spent with their
content over the baseline activity they
generated organically on the content.
The Solution

63. Medium Confidential
Engagewithcustomers:Slack
The Challenge
To capitalize on the rising buzz around their product,
Slack needed to up-level their primary content channel -
their blog - and turn it into a robust, always-on content
platform on which they could have meaningful
engagements with their customers.
Slack migrated their company blog off of
Wordpress and onto Medium and made it the
anchor of their content strategy. Moving to
Medium increase total traffic to their posts, as well
as engagements. Their most popular posts garner
upwards of 500 recommends; with exceptionally
viral ones garnering 1,000 recommends.
Customers respond with thoughtful comments,
giving the brand valuable feedback about what
part of their message resonates most.
The Solution