SlideShare a Scribd company logo
Reformatting
The Business
Model
Presented
on 17 April 2015 by Chia Ting Ting at 16th
ISOJ
Native Advertising
Crowdsourcing
Paywalls
Revenue Diversification
Native
Advertising
noun.
Sponsored content that is
relevant to the user
experience, unintrusive, and
looks and feels similar to its
editorial environment.
It’s all about…
Influence, Trust, Content,
Creativity & Strategy.
NATIVE
ADVERTISING
ContentDelivery
NATIVE
ADVERTISING
Content
Sponsored content
Resonates with users
No hard-sell or
“buy me now” message
‘Social’ friendly
Delivery
Integrated into design
& flow naturally
Mirrors the editorial on site
Supports dynamic messaging
HTML5 powered ads
(cross channel)
Native Project I // Chinese New Year Campaign
Pullout Concept : Seasoning topics
PRODUCTION
● Native videos related to CNY
● Format:
Media Reporting, Informative &
Educational + Brand insertions
DELIVERY
desktop mobile facebook youtube
Malaysiakini (Chinese Site) KiniTV (Chinese Site)
Native Project I // Chinese New Year Campaign
Sponsored Videos produced by KiniTV
Of Spirits, Sparklers and
Shopping
Sponsored by Paradigm Shopping Mall
Reunion Dinner: Moment
of Togetherness
Sponsored by Eu Yan Sang
Remembering the
underprivileged
Sponsored by Gintell
Native Project II // World Sleep Day
Sponsored Videos produced by KiniTV
PRODUCTION
● Part I : Addressing issue of sleep
deprivation via interveiws
● Part II : Facts and stats in Malaysia
● Part III : Promote World Sleep Day +
Brand insertion
DELIVERY
mobile facebook youtube
Native Mobile
Play Video
https://www.youtube.com/watch?v=Lv7GuQahvrA
Healthy sleep
assures
healthy heart
and mind
A wake up call on “World
Sleep Day” on the
importance,
benefits and impact of
healthy sleep to life.
Native Project III // Social Hub
Pullout Concept : Seasoning topics (E.g. Parents Day)
a. Native Content
b. Delivery
c. Data Collection+ (campaign level)
d. Retargeting +
e. Always-On +
a. Native Content
• KiniTV to produce a series of
Health Info content focusing
on common senior citizen’s
diseases / Noncommunicable
Diseases (NCDs) - problem
recognition
• Topics: High Cholesterol,
Osteoarthritis, Eyes
Diseases, High Blood
Pressure, Hearing Problems
• Video Production: Media
Reporting, Informative &
Educational
• Content Type: Editorial +
Native Sponsored Content +
Advertorial
b. Delivery Amplified through native position across screen
Social Board InRead Content
Mobile Native
High visibility for Maximum exposure
Invite users to engage and interact with brand’s marketing widget
Retarget users back to social hub and extend stay time on your site
Capable to showcase various brand contents
Engage+ campaigns can be made available on mobile screens via branded mobile apps
c. Data Collection Engage users & collect insights & data
Social Hub
Demographic Data
(Gender, Age Group)
Social Data
(Shares, Likes, Rating,
Comments, Reviews)
Behavioral Data
(Log In Pattern, Actions)
d. Retargeting
Prospecting
Targeting
Retargeting
Cross sell/Upsell
Find Look Alikes
Promote Loyalty
Upper Funnel
New/Incremental Prospects
Middle Funnel
Warm Prospects
Lower
Funnel
Buyers
Customers
e. Always-On
(Based on: IPA - The Long and Short of It: Balancing Short and Long-Term Marketing Strategies)
Crowdsourcing
Letters
wrote-in by our readers
Opinions
sent-in by experts
YourSay
compiled comments & published
Crowdfunding
building.malaysiakini.com
Project “Buy a Brick”
Goal Build a new home for Malaysiakini
Reward Subscription + Advertising
Achievement 1,041 Supporters
Money raised MYR 1.65 Million (USD 450,000)
Paywalls
SUBSCRIPTIONS
• Malaysiakini introduced subscription
service since 2003 (English content), 2011
(Chinese content)
• KiniBiz introduced subscription since 2013
+ Launched Magazine on 14th
April 2015
OPPORTUNITY
• Subscribers : 250,000
• Unique Visitors : 2,500,000
• Opportunity : 10x potentiality
CHALLENGES
• Lot of competitors are offering free
content
• we are still at top #1 (comScore: Jan-Feb
2015): household name (1st
independence
media in Msia) & significant market
position
Strategy 2.0 User experience
1. Now everyone can read free & fair
news
• Must register: XX free articles a
month
• Breaking News: free for first 3
hours
→ increase visit frequency &
share rate
2. Subscription Auto-debit Plans
3. Microbuying Plans
• Credit Coupon based:
1 credit per article
credit transferable
4. Sign-in Options
• In addition to Username &
Password sign-in, we are adding
Single Sign-On.
Revenue Diversification
a. NEW AD CHARGING MODEL
b. NEXT-GEN CONTENT STRATEGY
c. NATIVE ADVERTISING Form “Regional Platform Economy”
d. TV DECODER BUSINESS Independence Online Media
KiniTV + Video Content Providers in South East Asia
Malaysiakini.com ranks #1
in Readers Time Spent amongst
all News sites in Malaysia.
(source: comScore 2014 - Feb 2015)
a. NEW AD CHARGING MODEL
➔ CPE
(Cost Per Engagement)
-launched in July 2014
➔ CPH (Cost Per Hour):
Selected ad units at
higher time spent fold
(going to launched in
July’15)
Traffic not matter to
small site, but content
quality!
Chartbeat CEO, Tony Haile
Time Spent
= Attention
= Content Quality
b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
➔ What kind of content do we
want
➔ Worthwhile content mube be
Informative / Useful or
Entertaining
➔ Must also:
◆ Fit an overall theme (reader
interest & problem
recognition)
◆ Be appropriate for
appearing on MKini
◆ Bottom line: Be profitable
➔ Evolving Existing Content
➔ Background info / history of hot
topics (hudud, GST, sodomy etc)
➔ Cheat sheets
➔ Infographics
➔ Malaysia specific how-to guides. For
example,
◆ Renew your passport (sponsored
by imigresen depart)
◆ Make delicious nasi lemak
(sponsored by Tesco)
◆ Avoid traffic jams (sponsored by
Uber)
* Infotainment + Sponsorable Content
b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
● Implementation Plan (Content)
i. Pictorial News ii. Poskad @Instagram
b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
● Implementation Plan (Content)
iii. Cheat Sheet iv. Listicle
SUMMARY
➔ Malaysiakini's more unique features is how we have built a strong base of hardcore
supporters over the years.
➔ Unique circumstances: when we started, we were basically the only professional news outfit
in Malaysia, not in some way owned by the ruling party.
◆ There was a great demand for more independent, objective news.
➔ Over the years, we've ran into a lot of trouble with the authorities, but our readers have
time and time again come to our defense.
◆ Creates a sense among our more loyal readers that we are a community of intent, who
share a set of ideals which we are willing to fight to defend together.
◆ Our relationship with our audience has an element of shared purpose.
➔ Most popular sections, "Yoursay", a daily publication of readers' comments on our articles,
making Malaysiakini not just a news site, but a platform for citizen voices to be heard.
➔ Moving forward, we're trying to build upon that rapport with our readers, by hosting more
live events or programs at our new premises, by engaging more meaningfully with our
readers both online and offline, and by continuously upgrading our services and product
range.
Chia Ting Ting

More Related Content

Viewers also liked

Avila
AvilaAvila
Han
HanHan
Doria
DoriaDoria
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
Knight Center
 
Outing
OutingOuting
Benz
BenzBenz
Jennifer2011
Jennifer2011Jennifer2011
Jennifer2011
Knight Center
 
Katarina
KatarinaKatarina
Katarina
Knight Center
 
Debth
DebthDebth
Richardson allissa
Richardson allissaRichardson allissa
Richardson allissa
Knight Center
 
Robinson
RobinsonRobinson
Robinson
Knight Center
 
Astrid
AstridAstrid
Santos
SantosSantos
Audienceproducer
AudienceproducerAudienceproducer
Audienceproducer
Knight Center
 
Weblogsethical
WeblogsethicalWeblogsethical
Weblogsethical
Knight Center
 
Brady jim
Brady jimBrady jim
Brady jim
Knight Center
 
Evan Smith
Evan SmithEvan Smith
Evan Smith
Knight Center
 
Riddick
RiddickRiddick
Riddick
Knight Center
 
Nord
NordNord
Fairfield hannah
Fairfield hannahFairfield hannah
Fairfield hannah
Knight Center
 

Viewers also liked (20)

Avila
AvilaAvila
Avila
 
Han
HanHan
Han
 
Doria
DoriaDoria
Doria
 
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
 
Outing
OutingOuting
Outing
 
Benz
BenzBenz
Benz
 
Jennifer2011
Jennifer2011Jennifer2011
Jennifer2011
 
Katarina
KatarinaKatarina
Katarina
 
Debth
DebthDebth
Debth
 
Richardson allissa
Richardson allissaRichardson allissa
Richardson allissa
 
Robinson
RobinsonRobinson
Robinson
 
Astrid
AstridAstrid
Astrid
 
Santos
SantosSantos
Santos
 
Audienceproducer
AudienceproducerAudienceproducer
Audienceproducer
 
Weblogsethical
WeblogsethicalWeblogsethical
Weblogsethical
 
Brady jim
Brady jimBrady jim
Brady jim
 
Evan Smith
Evan SmithEvan Smith
Evan Smith
 
Riddick
RiddickRiddick
Riddick
 
Nord
NordNord
Nord
 
Fairfield hannah
Fairfield hannahFairfield hannah
Fairfield hannah
 

Similar to Ting tingchia

Live Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content BeastLive Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content Beast
LinkedIn
 
Taming the Content Beast
Taming the Content BeastTaming the Content Beast
Taming the Content Beast
Black Marketing
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
Simon Willmore
 
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
Heather Eng
 
MSLGROUP India Social Hive Credentials 2013
MSLGROUP India Social Hive Credentials 2013MSLGROUP India Social Hive Credentials 2013
MSLGROUP India Social Hive Credentials 2013
MSL
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
Patty Swisher
 
Content Marketing for B2B: Aligning Storytelling to Lead Generation
Content Marketing for B2B: Aligning Storytelling to Lead GenerationContent Marketing for B2B: Aligning Storytelling to Lead Generation
Content Marketing for B2B: Aligning Storytelling to Lead Generation
Digital Vidya
 
Social Media & Content Marketing
Social Media & Content MarketingSocial Media & Content Marketing
Social Media & Content Marketing
Laura Hanley
 
The CollaborativeTribe - Viral Campaign
The CollaborativeTribe - Viral CampaignThe CollaborativeTribe - Viral Campaign
The CollaborativeTribe - Viral Campaign
Nicolas MARITAN
 
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the StageContent to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
CNW Group
 
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the StageContent to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
CNW Group
 
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
Michael Pranikoff
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
Elaine Doherty
 
Comdez digital
Comdez digitalComdez digital
Comdez digital
ComDez
 
ComDez Digital Agency
ComDez Digital AgencyComDez Digital Agency
ComDez Digital Agency
ComDez
 
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
GetCraft
 
Waveit Ex Sum
Waveit Ex SumWaveit Ex Sum
Waveit Ex Sum
Daniella Shany Rotholz
 
Native advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseNative advertising a gamechanger or just common sense
Native advertising a gamechanger or just common sense
Rik Lagey
 
The Future of online advertising seminar Newsmonkey Rik Lagey
The Future of online advertising seminar Newsmonkey Rik LageyThe Future of online advertising seminar Newsmonkey Rik Lagey
The Future of online advertising seminar Newsmonkey Rik Lagey
Faces of Content
 
Smart content in insurance - Presentation from The Digital Insurer
Smart content in insurance  - Presentation from The Digital InsurerSmart content in insurance  - Presentation from The Digital Insurer
Smart content in insurance - Presentation from The Digital Insurer
The Digital Insurer
 

Similar to Ting tingchia (20)

Live Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content BeastLive Webinar: Taming the Financial Content Beast
Live Webinar: Taming the Financial Content Beast
 
Taming the Content Beast
Taming the Content BeastTaming the Content Beast
Taming the Content Beast
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
Winning Consumers with Content: The Inside Story from Citi [ThinkContent New ...
 
MSLGROUP India Social Hive Credentials 2013
MSLGROUP India Social Hive Credentials 2013MSLGROUP India Social Hive Credentials 2013
MSLGROUP India Social Hive Credentials 2013
 
Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017Content Marketing: Build the Bridge to Success 2017
Content Marketing: Build the Bridge to Success 2017
 
Content Marketing for B2B: Aligning Storytelling to Lead Generation
Content Marketing for B2B: Aligning Storytelling to Lead GenerationContent Marketing for B2B: Aligning Storytelling to Lead Generation
Content Marketing for B2B: Aligning Storytelling to Lead Generation
 
Social Media & Content Marketing
Social Media & Content MarketingSocial Media & Content Marketing
Social Media & Content Marketing
 
The CollaborativeTribe - Viral Campaign
The CollaborativeTribe - Viral CampaignThe CollaborativeTribe - Viral Campaign
The CollaborativeTribe - Viral Campaign
 
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the StageContent to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
 
Content to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the StageContent to conversion - Is Your Content Setting the Stage
Content to conversion - Is Your Content Setting the Stage
 
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
: Content to Conversion: Setting the Stage for Success – CNW Breakfast in Ott...
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
 
Comdez digital
Comdez digitalComdez digital
Comdez digital
 
ComDez Digital Agency
ComDez Digital AgencyComDez Digital Agency
ComDez Digital Agency
 
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
Why Do Content Marketing and Native Advertising - GetCRAFT Content Marketing ...
 
Waveit Ex Sum
Waveit Ex SumWaveit Ex Sum
Waveit Ex Sum
 
Native advertising a gamechanger or just common sense
Native advertising a gamechanger or just common senseNative advertising a gamechanger or just common sense
Native advertising a gamechanger or just common sense
 
The Future of online advertising seminar Newsmonkey Rik Lagey
The Future of online advertising seminar Newsmonkey Rik LageyThe Future of online advertising seminar Newsmonkey Rik Lagey
The Future of online advertising seminar Newsmonkey Rik Lagey
 
Smart content in insurance - Presentation from The Digital Insurer
Smart content in insurance  - Presentation from The Digital InsurerSmart content in insurance  - Presentation from The Digital Insurer
Smart content in insurance - Presentation from The Digital Insurer
 

More from Knight Center

Martin
MartinMartin
Britt
BrittBritt
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
Knight Center
 
Singer
SingerSinger
Ramirez
RamirezRamirez
Ramirez
Knight Center
 
Griggs
GriggsGriggs
Symson
SymsonSymson
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
Knight Center
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
Knight Center
 
J moroney
J moroneyJ moroney
J moroney
Knight Center
 
Collins
CollinsCollins
Collins
Knight Center
 
Ray
RayRay
Owen
OwenOwen
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
Knight Center
 
Scacco
ScaccoScacco
Havlak
HavlakHavlak
Lee
LeeLee
Hernandez
HernandezHernandez
Hernandez
Knight Center
 
Robins
RobinsRobins
Witt el al
Witt el alWitt el al
Witt el al
Knight Center
 

More from Knight Center (20)

Martin
MartinMartin
Martin
 
Britt
BrittBritt
Britt
 
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
 
Singer
SingerSinger
Singer
 
Ramirez
RamirezRamirez
Ramirez
 
Griggs
GriggsGriggs
Griggs
 
Symson
SymsonSymson
Symson
 
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
 
J moroney
J moroneyJ moroney
J moroney
 
Collins
CollinsCollins
Collins
 
Ray
RayRay
Ray
 
Owen
OwenOwen
Owen
 
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
 
Scacco
ScaccoScacco
Scacco
 
Havlak
HavlakHavlak
Havlak
 
Lee
LeeLee
Lee
 
Hernandez
HernandezHernandez
Hernandez
 
Robins
RobinsRobins
Robins
 
Witt el al
Witt el alWitt el al
Witt el al
 

Recently uploaded

ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
ACSA confirms operational readiness ahead the arrival of Heads of State at OR...ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
SABC News
 
18062024_First India Newspaper Jaipur.pdf
18062024_First India Newspaper Jaipur.pdf18062024_First India Newspaper Jaipur.pdf
18062024_First India Newspaper Jaipur.pdf
FIRST INDIA
 
#WenguiGuo#WashingtonFarm Guo Wengui Wolf son ambition exposed to open a far...
#WenguiGuo#WashingtonFarm  Guo Wengui Wolf son ambition exposed to open a far...#WenguiGuo#WashingtonFarm  Guo Wengui Wolf son ambition exposed to open a far...
#WenguiGuo#WashingtonFarm Guo Wengui Wolf son ambition exposed to open a far...
rittaajmal71
 
12062024_First India Newspaper Jaipur.pdf
12062024_First India Newspaper Jaipur.pdf12062024_First India Newspaper Jaipur.pdf
12062024_First India Newspaper Jaipur.pdf
FIRST INDIA
 
The Rise of Christian Persecution In Islamic Countries (1).pdf
The Rise of Christian Persecution In Islamic Countries (1).pdfThe Rise of Christian Persecution In Islamic Countries (1).pdf
The Rise of Christian Persecution In Islamic Countries (1).pdf
ECSPE - Saving the Persecuted and Enslaved
 
Markakis-Schlee-Young-2021-The-nation-state.pdf
Markakis-Schlee-Young-2021-The-nation-state.pdfMarkakis-Schlee-Young-2021-The-nation-state.pdf
Markakis-Schlee-Young-2021-The-nation-state.pdf
Abraham Lebeza
 
Reuters Institute Digital News Report 2024
Reuters Institute Digital News Report 2024Reuters Institute Digital News Report 2024
Reuters Institute Digital News Report 2024
Reuters Institute for the Study of Journalism, Oxford University
 
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
ScyllaDB
 
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
The Lifesciences Magazine
 
Shark Tank Jargon | Operational Profitability
Shark Tank Jargon | Operational ProfitabilityShark Tank Jargon | Operational Profitability
Shark Tank Jargon | Operational Profitability
TheUnitedIndian
 
A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022
dynamo777
 
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
LUMINATIVE MEDIA/PROJECT COUNSEL MEDIA GROUP
 
The Impact of Imperial Mode of Living on Migration.pdf
The Impact of Imperial Mode of Living on Migration.pdfThe Impact of Imperial Mode of Living on Migration.pdf
The Impact of Imperial Mode of Living on Migration.pdf
blueshagoo1
 
The Rise of Christian Persecution In Islamic Countries
The Rise of Christian Persecution In Islamic CountriesThe Rise of Christian Persecution In Islamic Countries
The Rise of Christian Persecution In Islamic Countries
ECSPE - Saving the Persecuted and Enslaved
 
On the Wrong Track | Recent Increasing Train Accidents in India | News
On the Wrong Track | Recent Increasing Train Accidents in India | NewsOn the Wrong Track | Recent Increasing Train Accidents in India | News
On the Wrong Track | Recent Increasing Train Accidents in India | News
Harsh Kumar
 
16062024_First India Newspaper Jaipur.pdf
16062024_First India Newspaper Jaipur.pdf16062024_First India Newspaper Jaipur.pdf
16062024_First India Newspaper Jaipur.pdf
FIRST INDIA
 
Organisations.pdf k[poikdip-jhhohuhejhnjhn
Organisations.pdf k[poikdip-jhhohuhejhnjhnOrganisations.pdf k[poikdip-jhhohuhejhnjhn
Organisations.pdf k[poikdip-jhhohuhejhnjhn
bhavenpr
 
projet de traité négocié à Istanbul (anglais).pdf
projet de traité négocié à Istanbul (anglais).pdfprojet de traité négocié à Istanbul (anglais).pdf
projet de traité négocié à Istanbul (anglais).pdf
EdouardHusson
 
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
ckn2izdm
 
17062024_First India Newspaper Jaipur.pdf
17062024_First India Newspaper Jaipur.pdf17062024_First India Newspaper Jaipur.pdf
17062024_First India Newspaper Jaipur.pdf
FIRST INDIA
 

Recently uploaded (20)

ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
ACSA confirms operational readiness ahead the arrival of Heads of State at OR...ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
ACSA confirms operational readiness ahead the arrival of Heads of State at OR...
 
18062024_First India Newspaper Jaipur.pdf
18062024_First India Newspaper Jaipur.pdf18062024_First India Newspaper Jaipur.pdf
18062024_First India Newspaper Jaipur.pdf
 
#WenguiGuo#WashingtonFarm Guo Wengui Wolf son ambition exposed to open a far...
#WenguiGuo#WashingtonFarm  Guo Wengui Wolf son ambition exposed to open a far...#WenguiGuo#WashingtonFarm  Guo Wengui Wolf son ambition exposed to open a far...
#WenguiGuo#WashingtonFarm Guo Wengui Wolf son ambition exposed to open a far...
 
12062024_First India Newspaper Jaipur.pdf
12062024_First India Newspaper Jaipur.pdf12062024_First India Newspaper Jaipur.pdf
12062024_First India Newspaper Jaipur.pdf
 
The Rise of Christian Persecution In Islamic Countries (1).pdf
The Rise of Christian Persecution In Islamic Countries (1).pdfThe Rise of Christian Persecution In Islamic Countries (1).pdf
The Rise of Christian Persecution In Islamic Countries (1).pdf
 
Markakis-Schlee-Young-2021-The-nation-state.pdf
Markakis-Schlee-Young-2021-The-nation-state.pdfMarkakis-Schlee-Young-2021-The-nation-state.pdf
Markakis-Schlee-Young-2021-The-nation-state.pdf
 
Reuters Institute Digital News Report 2024
Reuters Institute Digital News Report 2024Reuters Institute Digital News Report 2024
Reuters Institute Digital News Report 2024
 
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
Why We Chose ScyllaDB over DynamoDB for "User Watch Status"
 
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
Federal Authorities Urge Vigilance Amid Bird Flu Outbreak | The Lifesciences ...
 
Shark Tank Jargon | Operational Profitability
Shark Tank Jargon | Operational ProfitabilityShark Tank Jargon | Operational Profitability
Shark Tank Jargon | Operational Profitability
 
A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022A draft Ukraine-Russia treaty from April 2022
A draft Ukraine-Russia treaty from April 2022
 
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
Howard Fineman, Veteran Political Journalist and TV Pundit, Dies at 75
 
The Impact of Imperial Mode of Living on Migration.pdf
The Impact of Imperial Mode of Living on Migration.pdfThe Impact of Imperial Mode of Living on Migration.pdf
The Impact of Imperial Mode of Living on Migration.pdf
 
The Rise of Christian Persecution In Islamic Countries
The Rise of Christian Persecution In Islamic CountriesThe Rise of Christian Persecution In Islamic Countries
The Rise of Christian Persecution In Islamic Countries
 
On the Wrong Track | Recent Increasing Train Accidents in India | News
On the Wrong Track | Recent Increasing Train Accidents in India | NewsOn the Wrong Track | Recent Increasing Train Accidents in India | News
On the Wrong Track | Recent Increasing Train Accidents in India | News
 
16062024_First India Newspaper Jaipur.pdf
16062024_First India Newspaper Jaipur.pdf16062024_First India Newspaper Jaipur.pdf
16062024_First India Newspaper Jaipur.pdf
 
Organisations.pdf k[poikdip-jhhohuhejhnjhn
Organisations.pdf k[poikdip-jhhohuhejhnjhnOrganisations.pdf k[poikdip-jhhohuhejhnjhn
Organisations.pdf k[poikdip-jhhohuhejhnjhn
 
projet de traité négocié à Istanbul (anglais).pdf
projet de traité négocié à Istanbul (anglais).pdfprojet de traité négocié à Istanbul (anglais).pdf
projet de traité négocié à Istanbul (anglais).pdf
 
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
在线办理(latrobe毕业证书)拉筹伯大学毕业证Offer一模一样
 
17062024_First India Newspaper Jaipur.pdf
17062024_First India Newspaper Jaipur.pdf17062024_First India Newspaper Jaipur.pdf
17062024_First India Newspaper Jaipur.pdf
 

Ting tingchia

  • 1. Reformatting The Business Model Presented on 17 April 2015 by Chia Ting Ting at 16th ISOJ Native Advertising Crowdsourcing Paywalls Revenue Diversification
  • 2. Native Advertising noun. Sponsored content that is relevant to the user experience, unintrusive, and looks and feels similar to its editorial environment. It’s all about… Influence, Trust, Content, Creativity & Strategy. NATIVE ADVERTISING ContentDelivery
  • 3. NATIVE ADVERTISING Content Sponsored content Resonates with users No hard-sell or “buy me now” message ‘Social’ friendly Delivery Integrated into design & flow naturally Mirrors the editorial on site Supports dynamic messaging HTML5 powered ads (cross channel)
  • 4. Native Project I // Chinese New Year Campaign Pullout Concept : Seasoning topics PRODUCTION ● Native videos related to CNY ● Format: Media Reporting, Informative & Educational + Brand insertions DELIVERY desktop mobile facebook youtube Malaysiakini (Chinese Site) KiniTV (Chinese Site)
  • 5. Native Project I // Chinese New Year Campaign Sponsored Videos produced by KiniTV Of Spirits, Sparklers and Shopping Sponsored by Paradigm Shopping Mall Reunion Dinner: Moment of Togetherness Sponsored by Eu Yan Sang Remembering the underprivileged Sponsored by Gintell
  • 6. Native Project II // World Sleep Day Sponsored Videos produced by KiniTV PRODUCTION ● Part I : Addressing issue of sleep deprivation via interveiws ● Part II : Facts and stats in Malaysia ● Part III : Promote World Sleep Day + Brand insertion DELIVERY mobile facebook youtube Native Mobile Play Video https://www.youtube.com/watch?v=Lv7GuQahvrA Healthy sleep assures healthy heart and mind A wake up call on “World Sleep Day” on the importance, benefits and impact of healthy sleep to life.
  • 7. Native Project III // Social Hub Pullout Concept : Seasoning topics (E.g. Parents Day) a. Native Content b. Delivery c. Data Collection+ (campaign level) d. Retargeting + e. Always-On +
  • 8. a. Native Content • KiniTV to produce a series of Health Info content focusing on common senior citizen’s diseases / Noncommunicable Diseases (NCDs) - problem recognition • Topics: High Cholesterol, Osteoarthritis, Eyes Diseases, High Blood Pressure, Hearing Problems • Video Production: Media Reporting, Informative & Educational • Content Type: Editorial + Native Sponsored Content + Advertorial
  • 9. b. Delivery Amplified through native position across screen Social Board InRead Content Mobile Native High visibility for Maximum exposure Invite users to engage and interact with brand’s marketing widget Retarget users back to social hub and extend stay time on your site Capable to showcase various brand contents Engage+ campaigns can be made available on mobile screens via branded mobile apps
  • 10. c. Data Collection Engage users & collect insights & data Social Hub Demographic Data (Gender, Age Group) Social Data (Shares, Likes, Rating, Comments, Reviews) Behavioral Data (Log In Pattern, Actions)
  • 11. d. Retargeting Prospecting Targeting Retargeting Cross sell/Upsell Find Look Alikes Promote Loyalty Upper Funnel New/Incremental Prospects Middle Funnel Warm Prospects Lower Funnel Buyers Customers e. Always-On (Based on: IPA - The Long and Short of It: Balancing Short and Long-Term Marketing Strategies)
  • 12. Crowdsourcing Letters wrote-in by our readers Opinions sent-in by experts YourSay compiled comments & published Crowdfunding building.malaysiakini.com Project “Buy a Brick” Goal Build a new home for Malaysiakini Reward Subscription + Advertising Achievement 1,041 Supporters Money raised MYR 1.65 Million (USD 450,000)
  • 13. Paywalls SUBSCRIPTIONS • Malaysiakini introduced subscription service since 2003 (English content), 2011 (Chinese content) • KiniBiz introduced subscription since 2013 + Launched Magazine on 14th April 2015 OPPORTUNITY • Subscribers : 250,000 • Unique Visitors : 2,500,000 • Opportunity : 10x potentiality CHALLENGES • Lot of competitors are offering free content • we are still at top #1 (comScore: Jan-Feb 2015): household name (1st independence media in Msia) & significant market position
  • 14. Strategy 2.0 User experience 1. Now everyone can read free & fair news • Must register: XX free articles a month • Breaking News: free for first 3 hours → increase visit frequency & share rate 2. Subscription Auto-debit Plans 3. Microbuying Plans • Credit Coupon based: 1 credit per article credit transferable 4. Sign-in Options • In addition to Username & Password sign-in, we are adding Single Sign-On.
  • 15. Revenue Diversification a. NEW AD CHARGING MODEL b. NEXT-GEN CONTENT STRATEGY c. NATIVE ADVERTISING Form “Regional Platform Economy” d. TV DECODER BUSINESS Independence Online Media KiniTV + Video Content Providers in South East Asia
  • 16. Malaysiakini.com ranks #1 in Readers Time Spent amongst all News sites in Malaysia. (source: comScore 2014 - Feb 2015) a. NEW AD CHARGING MODEL ➔ CPE (Cost Per Engagement) -launched in July 2014 ➔ CPH (Cost Per Hour): Selected ad units at higher time spent fold (going to launched in July’15) Traffic not matter to small site, but content quality! Chartbeat CEO, Tony Haile Time Spent = Attention = Content Quality
  • 17. b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0) ➔ What kind of content do we want ➔ Worthwhile content mube be Informative / Useful or Entertaining ➔ Must also: ◆ Fit an overall theme (reader interest & problem recognition) ◆ Be appropriate for appearing on MKini ◆ Bottom line: Be profitable ➔ Evolving Existing Content ➔ Background info / history of hot topics (hudud, GST, sodomy etc) ➔ Cheat sheets ➔ Infographics ➔ Malaysia specific how-to guides. For example, ◆ Renew your passport (sponsored by imigresen depart) ◆ Make delicious nasi lemak (sponsored by Tesco) ◆ Avoid traffic jams (sponsored by Uber) * Infotainment + Sponsorable Content
  • 18. b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0) ● Implementation Plan (Content) i. Pictorial News ii. Poskad @Instagram
  • 19. b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0) ● Implementation Plan (Content) iii. Cheat Sheet iv. Listicle
  • 20. SUMMARY ➔ Malaysiakini's more unique features is how we have built a strong base of hardcore supporters over the years. ➔ Unique circumstances: when we started, we were basically the only professional news outfit in Malaysia, not in some way owned by the ruling party. ◆ There was a great demand for more independent, objective news. ➔ Over the years, we've ran into a lot of trouble with the authorities, but our readers have time and time again come to our defense. ◆ Creates a sense among our more loyal readers that we are a community of intent, who share a set of ideals which we are willing to fight to defend together. ◆ Our relationship with our audience has an element of shared purpose. ➔ Most popular sections, "Yoursay", a daily publication of readers' comments on our articles, making Malaysiakini not just a news site, but a platform for citizen voices to be heard. ➔ Moving forward, we're trying to build upon that rapport with our readers, by hosting more live events or programs at our new premises, by engaging more meaningfully with our readers both online and offline, and by continuously upgrading our services and product range.