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The Convergence of Content Publishers and Technology

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EDELMAN CLOVERLEAF FORECAST January 2016 Ecosystem Update and Storytelling Implications ©2016 Daniel J. Edelman, Inc. All rights reserved.


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‣ ‣ ‣ 2 This forecast reflects Edelman’s latest thinking on the digital information ecosystem and the convergence of content publishers and technology platforms The research is based on dozens of interviews conducted across six parts of the Edelman Cloverleaf™ It is a “weather report” that provides guidance on key developments that can impact the lifecycle of a story ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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This POV is divided into three sections: ‣ ‣ Cloverleaf Considerations - what’s now, new and next ‣ 3 Ecosystem Disruptions - changes to information flows Storytelling Implications - ways to extend a narrative ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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ECOSYSTEM DISRUPTIONS 4 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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ECOSYSTEM DISRUPTIONS ‣ There are at least three significant macro trends that are influencing how content is discovered, consumed and monetized ‣ These play a significant role in what kinds of stories actually will reach their intended audience ‣ These ecosystem disruptions don’t just impact publishers, but arguably any content creator that hopes to deliver a narrative 5 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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MOBILE PERSONALIZATION First, 2015 data from comScore shows dramatic shifts in content discovery: ‣ Over 60% of all US time spent with digital media is now via mobile devices ‣ Most user time is spent in just five apps. Facebook and Google dominate ‣ News, therefore, is highly filtered through the lens of one’s friends 6 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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MEDIA FRAGMENTATION There are also significant changes in how information is now consumed: ‣ Content is incredibly infinite ‣ Attention is mostly finite ‣ Intake is largely in sound bites 7 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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ADVERTISER FRUSTRATION Last but not least, advertisers are facing major challenges and these disrupt how news content is predominantly monetized: ‣ Ad blocking has moved from curiosity to mainstream, particularly on mobile ‣ Marketers and media are divided how to define and measure video ad impressions ‣ Inflated traffic data has created distrust in the display advertising supply chain 8 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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CLOVERLEAF CONSIDERATIONS 9 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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EDELMAN CLOVERLEAF ‣ The Edelman Cloverleaf reflects the firm’s holistic view of the evolving media / content ecosystem. It first debuted in 2011 ‣ It’s a birds-eye view that informs the development of multichannel communications marketing strategies ‣ The framework, while seemingly organized, is nuanced. The various classifications for many channels are blurry - e.g. YouTube could sit in different sections. It’s meant as a guide 10 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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EDELMAN CLOVERLEAF 2016 ‣ The Cloverleaf in 2016 is now comprised of two spheres of influence: technology platforms and content publishers. Platforms, by far, dominate both in time spent and ad dollars ‣ The updated framework also takes into account that there are now three pathways to digital content: direct, search and social ‣ The schematic highlights the need for building integrated programs that mix both tried-and-true and emerging strategies 11 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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12 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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SOCIAL What’s now… ‣ Social media includes all major networks and messaging apps ‣ Facebook, Instagram, Snapchat and more dominate the day ‣ Many are experimenting in news: Twitter Moments, Snapchat Discover, etc. 13 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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SOCIAL What’s new and next… ‣ The relationship between publishers and platforms is growing cozier as the latter now offers both a viable means of distribution and monetization ‣ Facebook Instant Articles is rolling out on Android and iOS with more than 300 publishers 14 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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SEARCH What’s now… ‣ Search engines include Google, Bing, Yahoo and Wikipedia ‣ Google continues to dominate ‣ Mobile queries have surpassed desktop-based keyword searches, creating a big shift in the search engine result pages 15 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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SEARCH What’s new and next… ‣ Google Accelerated Mobile Pages is launching in early 2016 ‣ The open source effort will speed up and improve the news discovery experience on the mobile web ‣ The program may make content from participating publishers potentially more visible than others 16 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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CURATORS What’s now… ‣ Curators are platforms that deliver personalized news ‣ Apple News, a newcomer, already has 40M users. Others include Flipboard, Medium (an op-ed hub), and email newsletters like REDEF 17 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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CURATORS What’s new and next… ‣ Mobile has reinvigorated podcasting. Media companies like CBS, Slate and others are making serious bets on it ‣ Curators like Pandora are syndicating popular programs 18 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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INFLUENCERS What’s now… ‣ Influencers are digitally savvy creators that hand craft content for platforms particularly visual narratives ‣ Many video influencers are federated into networks that require a paid budget 19 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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INFLUENCERS What’s new and next… ‣ There remain earned-centric ways to work with some influencers – especially hungry newcomers ‣ LinkedIn is fast becoming a hub for business influencers, including employee voices 20 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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MEDIA What’s now… ‣ Media includes traditional and digital-native brands ‣ Facebook is now their primary source of traffic, followed by Google. Direct visits have dwindled 21 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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MEDIA What’s new and next… ‣ Some publishers are building their brands via so-called enterprise journalism ‣ They are betting that if a body of work is high value, scarce and high quality it will find an audience 22 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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BRANDS What’s now… ‣ Brands continue go direct to audiences with content ‣ Scale can be a challenge, unless the topic is high interest or content is amplified via paid media 23 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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BRANDS What’s new and next… ‣ Branded content will need to be built with earned-centric, social-by-design approach in order to scale ‣ Content can ignite a virtuous cycle of earned media and social conversations 24 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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STORYTELLING IMPLICATIONS 25 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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DEVELOP SOCIAL STORYLINES ‣ Social media is now the primary means of means of news discovery ‣ News you read is often different than news you say you read. Journalism is now social currency for billions of consumers ‣ This is encouraging the majority journalists to create more sharable / social-friendly storylines (76% - 2015 Edelman/Muck Rack survey) ‣ Communications marketing programs need to do the same in embracing both a social-by-design as well as a linear and logical style 26 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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SCALE SURFACE AREA ‣ Somewhere there’s usually someone or something that has more distribution power than you do. Partner with them ‣ Embrace distribution-centric thinking to help programs scale ‣ Paid programs like sponsored content and video influencer programs can increase a program’s digital surface area ‣ Consider emphasizing publishers that are “all in” on Facebook Instant Articles, Snapchat Discover and Apple News ® 27 ©2016 Daniel J. Edelman, Inc. All rights reserved.


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THINK OWNED TO EARNED ‣ Content for content sake isn’t enough. “If you build it, they will come.” doesn't work as well in a mobile-centric age ‣ However, original content is increasingly the “lead domino” that knocks over others and begins a virtuous cycle of earned media ‣ Content assets should be crafted with an earned media mindset, holistic systems thinking and, when possible, have paid amplification support behind it for this to work 28 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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HAND CRAFT NARRATIVES ‣ When in Rome, do as the Romans do ‣ A singular narrative should be hand-crafted to fit in the spaces where it will be discovered, shared and consumed ‣ Digital influencers are a good model to follow. They take the same story and often tell it in three different ways for three different visual platforms - YouTube, Snapchat and Instagram 29 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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CREATE CANONICAL CONTENT ‣ High-interest / useful, high-quality content that’s unavailable anywhere else can often find an audience ‣ Much like reporters are embracing “enterprise journalism,” brands should look at investing in similar canonical assets ‣ Original research / intellectual property follows this formula. When done well it earns attention on merit and can become a repeatable content franchise 30 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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Publishers: Platforms: Three overlapping groups of content creators. These include traditional and digitalnative news organizations, platformsavvy influencers plus content and digital experiences built by brands. Three types of technology hubs where most content discovery now starts. These dominate the digital day and include social networks, messaging services, search engines and personalized news curators. 31 ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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For more information contact: Steve Rubel Chief Content Strategist steve.rubel@edelman.com All sources interviewed appeared as guests on Steve Rubel’s CBS Local Content Convergence podcast (http://play.it/convergence) ©2016 Daniel J. Edelman, Inc. All rights reserved. ®


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