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The art & science of earned-first storytelling
3
300 hours of video
uploaded to YouTube
every minute
95 million Instagram
photos and videos
posted each day
4 million Facebook
likes per second
Average of 6,000
tweets per second
Filter bubbles result from personalized searches when
a website algorithm selectively guesses what information a user
would like to see based on information about the user (such as
location, past click behavior and search history).
The implication is that brands need to generate targeted, quality
coverage that can pierce the filter bubbles around their
audience.
Forget the 24/7 news cycle. Welcome to the “garbage-fire
news cycle” – where one tweet lights the world on fire.
The result is a real-time stream of flashpoints that are:
• Instant
• Heated
• Flooded with content
• Fueled by Google-able context
• Often ill-informed or steered by opinion
9
.
.
More people get news from
their phones than ever — 72%
of American adults in 2016
versus 54% three years ago.
More than half (51%) of
consumers say they use
social media as a source
of news each week.
Remembered the
path/platform
where they found
the news story
ROUGHLY
Q10b/cii_2016. Thinking about when you have used social media/aggregators for news, typically how often do you
notice the news brand that has supplied the content? Notice = those who always or mostly notice the brand
Less than
half recalled
name of the
news outlet
“Facebook is essentially running a payola scam where you
have to pay them if you want your own fans to see your
content. (You) make a big piece of content that you feel proud
of, you put it up on Facebook. From there, their algorithm
takes over, with no transparency. … It’s like if The New York
Times had their own subscriber base, but you had to pay the
paperboy for every article you wanted to see.”
• Partnerships between legacy and emerging media
• Platforms have become publishers
• Rise (and volatility) or news apps
• “Pivot to video” by major publishers results in traffic
implosions
• Normalization of paywalls for premium content
Social and digital is a critical part of media culture,
both as a way for journalists to disseminate
information and sources of potential stories.
• THEY CAN’T LIVE WITHOUT SOCIAL : Half of
journalists cannot do their work without social
media1
• THEY’RE MULTI-CHANNEL: 68% of journalists
use at least three types of social media 1
• THEY SOURCE STORIES FROM SOCIAL:
51.8% are using it to find and build stories2
1 Cision’s free 2016 Global Social Journalism Study
2 “State of the Media 2016 Report”
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Forget the old labels. Today’s outlets have tailored their output around specific
content formats or specialized subject matter. Aggregators, broadcasters,
vloggers – they all operate differently. The result is a diverse landscape where
stories, pitches and content must be highly customized.
(we could go on)
E-newsletter:
100,000+
NYT tweet:
38,000,000
Online circulation:
1,600,000
NYT Facebook post:
14,000,000
Print circulation:
3,000,000
Reporter tweet:
1,530,000
Reporter Facebook post:
625,000
LinkedIn post:
2,500,000
Video:
14,300,000Reporter TV interview:
200,000-3,000,000
Newsmakers and celebrities use social and owned channels
to communicate directly to audiences. Witness LeBron James
talk to fans on his UNITERRUPTED platform.
In emerging realms like podcasting, entertaining outsiders
gain credibility previously reserved for reporters. Above, the
comics on “My Favorite Murder” talk true crime to cultish fans.
Smartphones turn passersby into photographers, and live-
streaming provides a window into any news event.
• Narrative and cultural context for ideas
• Know the audience’s media habits
• Anticipate news cycles – and how to infiltrate them
• Utilize advanced media targeting to reach the right
audience in a language they speak
• Craft earned-first content that’s built to travel
• Think beyond the byline
• Target sources of influence who insert our story
into the audience’s newsfeeds
• Leverage paid to drive and enhance earned
• Optimize messaging for multiple channels to
control narrative
• Plot the flow of the story across multiple platforms
Earned-first storytelling doesn’t start with your tagline. It
starts with the culture around us and around the world.
• AUDIT: Search and analyze relevant media coverage
and conversation trends to assess opportunities
• SEEK TENSIONS: Identify and intersect cultural
tension points that spur news and debate
• ANTICIPATE ISSUES: Mitigate and manage risk from
the start
• ANALYZE DATA: Understand audience behaviors, from
search habits to channel preferences
• DESIGN AUDIENCE PERSONAS: People are unique. You
must analyze behaviors to create detailed archetypes which
help optimize our content mix and channel strategies
• FOCUS CHANNEL PRIORITIES: You can’t be everywhere at
once. Prioritize channels to maximize effectiveness
• GATHER INTELLIGENCE: Leverage media relationships
to identify topics of interest and create a plan to infiltrate
• STEAL SHARE OF VOICE: Seize news cycles with crafty,
provocative stories timed to insert your organization into
coverage
• FORECAST TRENDING MOMENTS: From the solar
eclipse to election night, some trending topics can be
spotted months in advance.
• STAY NIMBLE & PIVOT: News cycles are fluid, so rapid
response can extend lifespan of a story
• DIVE DEEP: Identify key verticals within legacy
media (NYT has 60+ specialized e-newsletters) to
appeal to specific audiences
• THINK PLATFORM: Emerging media on digital
platforms are the new normal for the streaming
generation – we must take the story to them
• GO BEYOND IMPRESSIONS: It’s not the quantity,
it’s the “quality of your quantity.” We target outlets
that spark considerations and actions among your
most valued audience
• VIDEO: With outlets making a “pivot to video” due to advertising
effectiveness, we must optimize content to fit their model.
• VERTICAL IS THE RULE: Vertical video is proven to drive 6X the
interaction rate of horizontal mobile video. Let’s consider vertical video the
rule no longer the exception.
• EDITORIAL, NOT INTRUSIVE: 93% of viewers considered blocking video
ads because of slow load times, intrusive formats and privacy concerns. To
win the newsfeed, behave more native and more editorial.
• SIZE MATTERS: Land your message, and quickly, but quality storytelling
can maintain attention.
• IMMERSIVE: New techniques to present stories – from VR, to 360 video,
and so on.
Social media provides an opportunity to accelerate news,
but also to inform and drive coverage.
• BREAK NEWS WHERE INFLUENCE GREATEST:
Social can drive instant traction and conversation,
especially with reporters who have massive followings
• OPTIMIZE CONTENT FOR SOCIAL: Deliver socially
optimized assets built to be shared to reporters
• CONSIDER FULL FOOTPRINT OF REPORTERS:
Journalists now host podcasts, conduct live stream
broadcasts, tweet storm, or appear on additional media
outlets. Work side by side with them to extend the
reach of stories as widely as possible
Yes, the usual suspects like BuzzFeed, Mic
and Vox, but also legacy media (NPR, NYT)
who increasingly dominate social feeds
through a diverse content mix
Some reporters can drive even more
attention through a tweet than a story, so
work to maximize their social impact
Every topic has authoritative voices who you
must engage and invest in your story
Your employees and partners must deploy
their voice to the benefit of the outreach plan
• AUDIENCE TARGETING: Identify where and how to
reach our key audiences
• SYNDICATE CONTENT: Leverage best-in-class tactics
to ensure content engages the right audience
• ENHANCE MEDIA COVERAGE: When positive stories
run, leverage paid to expand the audience
• OPTIMIZE OWNED CHANNELS: Design a road map
• CREDIBLE INTEGRATIONS: Partner with established
media for editorial-style content that incites reactions
• SEARCH: Optimize approach to break through clutter
• CONTROL NARRATIVES VIA CONTENT: Distribute
edited video soundbites that can easily be embedded
or shared via social
• THINK TWEETABLE: When penning quotes, make it
work hard across channels, rather then living only in
your press release.
• GO LIVE WHEN NEEDED: Live video helps
broadcast our message direct to audiences or media
• MAKE VALUE STATEMENTS: Every soundbite is
now a possible headline. If you don’t express value,
you’ve said nothing at all
Don’t over-think it.
Focus on the
skills and
expertise your
organization
demands.
Media is changing too fast
and too furious to rely on
what you knew before.
Apply fresh perspectives
to every project.
Get into media!
Design work and
strategies to
match the ways
we watch, listen
and share media
“Creator of the Decade”
mkbhd | Marques Brownlee
Don’t wait for
tried and true
solutions.
Experiment and
test.