This document discusses how traditional media is facing new competition from social media platforms and how content needs to be optimized for social sharing. It introduces Newsmonkey, a new free and exclusively digital news brand targeting 18-34 year olds. Newsmonkey will focus on topical, entertaining content that is interactive and encourages user contributions and communities. The document outlines plans to stimulate social interaction and viral sharing through gamification of user status and rewards. It also discusses using crowdfunding and social advertising like native ads that emulate editorial style to promote the new brand without a media budget.

1. Stop the presses, it’s the Social Age!

2. TRADITIONAL MEDIA
• Struggle with pay models and short term profitability
• 60% budget is not journalism: DM 27m, 11,9 editorial
• Two models: 1) Quality/segmented behind paywall brands
• 2) Advertising finances free newsbrands
CONCEPT

3. TRADITIONAL MEDIA
• Face new competition: Facebook, Twitter, etc
• Broadcast in a ‘one to many’ model is dead
• Just as linear broadcasting
• Your audience is becomming your broadcast channel
• Selection is do by THEM, trough social
CONCEPT

4. SOCIAL CHANGES EVERYTHING

5. What is social content?

6. What is social content?
People come to our website to see what’s hot
and to share.
Social content is content to be discovered, to
be engaged in & to be shared.

7. Key elements to go viral
• People share things that make them look
clever and cool.
• Sharing is about moments of relevance and
timeliness
• Create content about groups with strong
identities
In general:
1. Extroverted People Share More
2. Shocking Them Can Drive Views, But Not Shares
3. Humor That Is Positive Drives These Extroverts To Share The Most

8. So we made NEWSMONKEY…
 Exclusively Digital
 Free
 Social
• Target Group 18 - 34
EDITORIAL
CONCEPT
AND FUN! ‘My bored at work network’

9. EDITORIAL CONCEPT:
1. Follow topicality, but…not every news fact (Old Humo)
2. Mix between News & Entertainment
3. Young & hard-mouthed but still for the general public
4. Quality & Popular
5. Interactive with our users
EDITORIAL
CONCEPT

10. THE ZOO
What?
• Community area
• Every one can upload articles
• Building communities around specific topics (e.g. metal music; cats & dogs; …)
• Ranking on site is based on popularity
EDITORIAL
CONCEPT

11. MARKETING
GAMIFICATION
…STIMULATES INTERACTION

12. GAMIFICATION
Status - let people level up above others
Access – give them access to something they couldn’t have
without you (e.g. tickets for premieres, interviews, backstage, ….)
Power – give them power upon other people
(e.g. moderators)
Stuff – free stuff (money, coupons, discounts, …)
What does consumers drive the most to become interactive?

13. GAMIFICATION AS:
1. User:
User – Networker – Superuser
Viral Superuser - Tribe monkey
2. Contributor:
Contributor – Top Contributor
Community Manager
Gamification
MARKETING
Gamification

14. CROWDFUNDING
Main reason: get ambassadors for our brand & start social seeding
Goal: increase number of investors, fans on facebook & followers on twitter

15. MARKETING
SUCCESFUL LAUNCH
No media budget
But…. succesful thanks to:
• Crowdfunding
• Social Media

16. Advertising is changing
If content can be social, Ads need to work the same way
BANNERS >< SOCIAL ADS
Ignored >< High Engagement
Disruptive >< Native, in-stream
Can't be shared >< Sharable

17. SOCIAL
ADVERTISING
NATIVE ADVERTISING
• Articles around brand -
or campaign values
• Using the same
techniques as editorial
team

18. Facebook Box
Advertiser
Twitter Box
Advertiser
Branded content made
for Advertiser
SOCIAL
ADVERTISING
Viral Shares

19. SOCIAL
ADVERTISING

20. What are key elements to go viral?

21. THANK YOU
THANK YOU