HKAIM CNNGo Presentation - Don Anderson

Media Transformation in the age of social

Overview   Looking backward   The Geosocial Universe   Can traditional media be social?   Relevance of trusted content to brands   Looking beyond 2011

Industry performance

US$275,  Week  of  6  Dec  1999  

Dot  Com  Bubble:  20  Mar  2000  

Industry performance

Google  shares  +438%    since  Aug  2004  

Web 1.0: Creating a footprint Traditional media (1998-2005)

75% of TV will be online

“People don’t think of TV anymore, they just think of video.” -Comcast Interactive Media VP Matt Strauss

Sohaib Athar, IT Consultant, documented in real time the Bin Laden compound raid.

Keith Urbahn, former aid to Donald Rumsfeld, announces Bin Laden’s death on Twitter, one hour before President Obama delivered his address to the nation of the news.

36M ‘Likes’

29M

26M

23M

23M Source: Socialbakers.com, Facebook.com 13 Nov 2011

Brands

6.0M ‘Likes’

3.1M

2.3M

1.4M

1.7M

Broadcast Media

Brand/Media Communities The Geosocial Universe

Is your brand conversational?

UGC / Citizen Journalism: Traditional media (2006-2011)

•  Launched 2 Aug 2006

•  Inspired by CNN Fan Zone

The new iReport

makes a promise:

Be part of the stories that

matter to you right now.

The new iReport

is three things:  1. The center of participation at CNN

2. The gold standard of citizen journalism

3. A social network for news

‘Open Sourcing’ a media brand Traditional media (2006-2011)

•  360° initiative – online, on the ground, onair •  Ran for 2 years (2009, 2010)

•  Focus on creativity and sharing •  Edugaming

•  341 schools involved •  Social media •  Bespoke app development

•  37,511 entries

CNNGo.com is Asia-Pacific’s ultimate insider guide to the region’s top travel and lifestyle experiences.

•  Eight key cities •  4 languages •  Over 750 freelancers •  Audience: 24-46 years •  Business travelers, holiday planners, backpackers, locals

‘Socialization’ of media Traditional media (2006-2011)

CNNGo’s social arc

Content + SEO

Content Partnerships

Social Networks/Seeding/Outreach

Mobile

Travel Industry Partnerships

•  Mon-Fri: 4-5 daily wall posts, every 4 hrs •  Weekend: 3-4 daily wall posts

•  Co-branded reader competitions •  “Gamified” posts – travel and food trivia

•  Photo galleries •  Video segments (“The Streets of Hong

Kong / Singapore, etc”)

•  Editorial live wall chats •  Constant experimentation

CNNGo social: the ‘watercooler’ approach

Facebook growth (Jan – Nov 2011)

2,700  Likes  GoSydneyGo  Launch  (June)  

130,000  Likes  

As of 21 Nov 2011

AddiMon  of  polls,  photo  galleries  

Korean Air •  12-month exclusive deal, 2nd year

•  Exclusive sponsor of CNNGo TV (onair + web + mobile)

•  30-minute show providing a unique take on global destinations with insider views of Asia cities and beyond

•  Dedicated TV page on CNNGo.com

•  Social media awareness

•  New episodes each month starting 2nd Wed of each month

Integrated content sponsorship: CNNGo TV Traditional media (2006-2011)

Video  -­‐  CNNGO  

Content partnership: Traditional media (2006-2011)

“Cha-Ching Money-Smart Kids” •  Multi-country, multi-platform

•  Focus on financial literacy for children – ‘edutainment’

•  Bespoke animated musical cartoons •  Website + Flash games

•  Mobile applications •  On the ground activations

•  School/educator tie-ups

Looking beyond 2011

Content Everywhere

TV Everywhere –  70 MM US homes have access to

Turner content •  PC, Connected TV, Tablet,

Smartphone –  Working with major carriers and

distribution partners to extend this reach •  Verizon, Comcast, AT&T

Content Everywhere

Connected Device applications –  Casual gaming based on our popular

characters, titles and shows •  Ben 10 •  Adult Swim

–  CNN products •  News •  Travel and Lifestyle (CNNGo)

Summary •  Traditional media is transforming

•  Engage/reward consumers for creating content

•  Provide relevant, conversational content

•  Make your content accessible across all platforms – online, mobile, social, etc.

•  Brands ‘Like’ trusted publishers/broadcasters

Thank You

twi1er.com/CNNGO  

facebook.com/CNNGo.Asia