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Lessons Learned From The Front Lines Of Mission-Driven Media
1. The document discusses lessons learned from mission-driven media organizations. It emphasizes that purpose is a powerful motivator, quality content is more important than ever, distributing content where audiences spend their time, embracing technology while staying human, and that the most memorable marketing is mission-driven. 2. It provides examples from Upworthy's data showing how focusing on quality over quantity, optimizing headlines and distribution, and partnering with brands on social issues can significantly increase audience reach, engagement, and attention. 3. The key takeaway is that to be successful, media organizations need to have a clear social purpose that motivates high quality content creation and guides technology and marketing efforts.
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Lessons Learned From The Front Lines Of Mission-Driven Media
- 1. We Can DoIt! Lessons from the front lines of mission- driven media.
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- 4. The landscape is shifting. There’sa new frontpage What does it take to get someone to see, click, read and share?
- 5. Source: Stratechery “Five- Thirty-EightEnd Average” Articles Consumed Low QualityHigh Quality
- 6. Source: Stratechery “Five- Thirty-EightEnd Average” Articles Consumed Low QualityHigh Quality
- 7. 120 articles 2,900 websites 4months of video In 30 minutes… (sources: Youtube, Netcraft, Chartbeat)
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- 11. 40000 Bleacher Report BBCNYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 40000 Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 42x Top 50 avgTop 50 Avg is 742 “to draw attention to something important.” (sources: Newswhip February)
- 12. A Gorgeous WomanShakes Her Body On Stage… And The Crowd Goes Wild Never Before Have I Laughed So Hard At One Guy’s Non-Attempt To Save The Planet Oscar Winner Lupita Nyongo’s Speech On beauty That Left An Entire Audience Speechless (sources: Newswhip March)
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- 14. 2.8 Million What isimpact for Upworthy? ex: Pantene Double Standards Watch/Read ! Like/Share ! Comment ! Awareness Actions ! People 2%56k Tens of Millions 3.4M 315k ? We use Attention Minutes to measure the overall impact. Actions are great when they happen, but our mission is attention.
- 15. Quality is more important thanever. Lesson 2
- 16. Bleacher Report BBCNYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 4% We do this with a modest volume of content (Newswhip February) Top 50 Avg is 7,145 (sources: Newswhip February)
- 17. Attention Minutes TellA Bigger Truth About Quality Interest Consumption Sharing
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- 22. A new barometerfor content.Readers Attention Minutes (sources: internal data)
- 23. A new barometerfor content.Readers Attention Minutes 12 minute French documentary on gender roles with English sub-titles 7 minute cartoon on bullying with a slam poetry voice-over (sources: internal data)
- 24. You want to be peopleare. Lesson 3
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- 26. Tipping Point Referral Traffic2012 - 2013 Reach 200M (source: Buzzfeed)
- 27. Visitors New insights ondistribution . (source: internal data)
- 28. Attention Minutes New insights ondistribution . (source: internal data)
- 29. 80% Reach to Social Web 78%50M Total Readership 50M+ Big,rising group of people who haven't given up on the world 7M Core Community 8M 27% loyalty
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- 31. Headlines are this part Curationis a Craft Distribution is a Science
- 32. +3% This Kid JustDied. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. ` Optimize everything.
- 33. +28% This Kid JustDied. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. This Kid Just Died. What he Left Behind Is Wonderful.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ` Optimize everything.
- 34. +69% This Kid JustDied. What he Left Behind Is Amazing.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. ! Zach died today. This is his beautiful story. This Kid Just Died. What he Left Behind Is Wonderful.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. This Kid Just Died. What he Left Behind Is Wondtacular.! If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach. Early May Late May Sept Dec Fox News Upworthy People ` Optimize everything.
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- 36. To buy productsthey have to connect to brands’ social values 80% Reach to Social Web 78%50M Total Readership 50M+7M Core Community 8M
- 37. O 45% Entire Web 47%74% Total Readership 69%To buy productsthey have to connect to brands’ social values 77% Core Community 98%
- 38. 1 a little a lot notat all 93% Brand values make me care. 1 a little a lot not at all 98% Brand values make me buy. I will only recommend if brands’ values reflect mine. 85% (source: Google Consumer Surveys)
- 39. Skype delivered amessage of connectedness and some serious owned & earned. 10k Likes 7.3k Shares 2.3 k Comm 30000 During After 247k Views 300000 +30% +130% +150% +200% (source: internal data)
- 40. Curation delivers thereach of healthy-sized website and fast learnings. 18M Unique Visitors 100M Social Reach Millions of Attention Minutes (source: internal data)
- 41. 1. Purpose isa powerful motivator. 2. Quality is more important than ever. 3. You want to be where the people are. 4. Embrace technology, stay human. 5. The most memorable marketing is mission-driven.
- 42. You Can DoIt! If you want to stand out you have to stand for something.