Leveraging Engagement Media in a Web-Centric World. The University of Minnesota Communicators...

Leveraging Engagement Media in a Web-Centric World.

The University of Minnesota Communicators Forum's

15th Annual Conference.

May 4, 2006

From 3 broadcast networks to over 1 billion media channels. The web is media.

A lot has changed.

We have smaller, more finely segmented audiences,

Two reasons they will engage with us:They have to or they want to.

they choose their media when and where they want.

They seek information, and by engaging they help us create a personalized story.

We have to completely rethink the way we connect with our audience.

We are asking for their time.

Search is important, and the experience is more important.

Shift from top-down communicating to audience-centric.

Deliver relevant and delightfully simple experiences, that help them understand themselves better.

Drive our audiences to our online experience and they will spend as much time as they want with our brand.

The seek generation.

Click, engage.

Click, engage.

Developing for the new channel.

An integrated web-centric approach.

An integrated web-centric approach.

An integrated web-centric approach.

An integrated web-centric approach.

Be the brand, literally.

Results from the first year.The numbers.

Weekend

Weekday

Holiday Vacation

ChristmasDay

The numbers.

The numbers.

17,000 users

The numbers.

The numbers.

7

> Stay 3-10 minutes 16.5% of guests

> Stay 30 minutes+ 17.5% of guests

> Stay 10-30 minutes 22.6% of guests

Created 810,000 Total Accounts, Adding 50K per month

Total Monthly Sessions Over 310,000

Total User Sessions 3,017,725

16,500 Daily Users

83% Retention

7

The numbers.

SnowDayswww.popularfront.com/snowdays

Build Community. One Flake at a Time.

9

The numbers.

10

The numbers.

Total Control Total Freedom

Public Display

Private Display

• Unmoderated Message Board

• Instant Messaging

• Moderated Chat

• Instant Messaging With Controlled Responses

• Moderated Message Board

• Banned Words

• Blog

• Unmoderated Chat

• Identifiable

• “Magnetic Poetry” chat

• Send to a Friend

Our audience is already talking, let’s get involved.

Guthrie TheaterDeath of a Salesman

One last piece.

Thank you.