SLIDE 1
Beyond Peak Content
Exploring Trends and Tactics at Play
For content creators, winning at the internet used to be a game of scale.
@Atlantic57
Beyond Peak Content Exploring Trends and Tactics at Play For - - PowerPoint PPT Presentation
Beyond Peak Content Exploring Trends and Tactics at Play For - - PowerPoint PPT Presentation
Beyond Peak Content Exploring Trends and Tactics at Play For content creators, winning at the internet used to be a game of scale . @Atlantic57 500 HOURS OF YOUTUBE VIDEOS INSTAGRAM PHOTOS 51,000 487,000 TWEETS 3,300,000 FACEBOOK POSTS
SLIDE 2
SLIDE 3
500 51,000 487,000 3,300,000 162,000,000
HOURS OF YOUTUBE VIDEOS INSTAGRAM PHOTOS TWEETS EMAILS
Source: Internet Live Stats / SmartInsights @Atlantic57
FACEBOOK POSTS
SLIDE 4
@Atlantic57
Percent of people who check email during… 27% 17% 14% 9%
Source: 2018 Adobe Consumer Email Survey
A MEAL WITH OTHERS A FACE-TO-FACE CONVERSATION A DRIVE A FORMAL CEREMONY
SLIDE 5
THE PROBLEM
All of this screen time isn’t making us any more informed or astute. Today, we consume more, but understand less.
@Atlantic57
SLIDE 6
Organizational leaders are asking: “To what end?”
@Atlantic57
SLIDE 7
@Atlantic57
Volume of Facebook posts from organizations is up
- ver the past year
20%
Source: Buffer & Buzzsumo, “We analyzed 43 million Facebook Business Page posts”
SLIDE 8
@Atlantic57
Volume of Facebook posts from organizations is up
- ver the past year
Source: Buffer & Buzzsumo, “We analyzed 43 million Facebook Business Page posts”
Yet average engagement per post by those organizations dropped by more than 65%
20%
SLIDE 9
In the pursuit of more, many organizations have lost focus.
@Atlantic57
SLIDE 10
@Atlantic57
60%
Source: Havas Meaningful organizations
84% 60%
- f people expect
- rganizations
to produce content.
- f all content created
by organizations is poor, irrelevant,
- r fails to deliver.
SLIDE 11
@Atlantic57
TODAY
Your do not list
SLIDE 12
01
Do not chase the viral lottery ticket.
@Atlantic57
SLIDE 13
@Atlantic57
PASSERSBY CASUAL RECURRING SUPERFANS
SLIDE 14
@Atlantic57
PASSERSBY CASUAL RECURRING SUPERFANS
SLIDE 15
@Atlantic57
PASSERSBY CASUAL RECURRING SUPERFANS
SLIDE 16
@Atlantic57
PASSERSBY CASUAL RECURRING SUPERFANS
SLIDE 17
@Atlantic57
PASSERSBY CASUAL RECURRING SUPERFANS
SLIDE 18
LESSON
Instead, let your loyalists guide you.
@Atlantic57
SLIDE 19
JUNE 2018
CityLab’s unique visitors
JULY 2018 AUGUST 2018 Man of Letters I Hate-Watch ‘House Hunters’ to Understand Segregation Why Elon Musk’s Chicago Express Loop is Nuts
SLIDE 20
JUNE 2018 JULY 2018 AUG 2018
CityLab’s unique visitors by interest group
CONSTRUCTION AND PLANNING ENVIRONMENT TRANSPORTATION
Man of Letters I Hate-Watch ‘House Hunters’ to Understand Segregation Why Elon Musk’s Chicago Express Loop is Nuts
SLIDE 21
@Atlantic57
The question always on my mind when I’m writing is, ‘Am I being useful here?’
Alexis Madrigal The Atlantic
SLIDE 22
@Atlantic57
SLIDE 23
Liberal Arts
@Atlantic57
SLIDE 24
Creativity and critical thinking to succeed in today’s job market
Liberal Arts
- St. Edward’s case study: Learning to Dream Big
SLIDE 25
Faculty to Student Ratio
@Atlantic57
SLIDE 26
Real-life connections between students and faculty
Faculty to Student Ratio
- St. Edward’s case study: The Family Dinner Comes to Campus
SLIDE 27
02
Do not chase every new conversation.
@Atlantic57
SLIDE 28
Every day The Atlantic cast[s] stones that create ripples of activity on the internet. Then, 10 times a year ... The Atlantic create[s] towering waves of
- nline interest.
THE INDEPENDENT
SLIDE 29
LESSON
Instead, own your core issues with a constellation of content.
@Atlantic57
SLIDE 30
SLIDE 31
SLIDE 32
SLIDE 33
SLIDE 34
SLIDE 35
Craft distinct points
- f entry with the
needs of specific audiences in mind.
SLIDE 36
Craft distinct points
- f entry with the
needs of specific audiences in mind.
SLIDE 37
Craft distinct points
- f entry with the
needs of specific audiences in mind.
SLIDE 38
03
Do not “go big or go home.”
@Atlantic57
SLIDE 39
flip-the-switch approach
| ˈflip ‘thē ˈswich ə-ˈprōch | noun
: the act of launching all changes and ideas at once, without strategy or testing
@Atlantic57
SLIDE 40
Source: BlendPRESENTS @Atlantic57
Part of the problem comes with the attitude of having a single moment when you’ll launch the new thing. Suddenly that launch moment becomes everyone’s focus. Nobody wants to have their new feature or capability left out.
Jared Spool User Interface Engineering
SLIDE 41
Source: News Cult
SLIDE 42
MARCH 2017
3 million daily users left Snapchat.
AUGUST 2017 OCTOBER 2017
Snapchat’s first major app redesign
12M 11M 10M 9M
SLIDE 43
LESSON
Instead, launch and learn.
@Atlantic57
SLIDE 44
@Atlantic57
SLIDE 45
@Atlantic57
SLIDE 46
@Atlantic57
1. Improved readability 2. Faster load time 3. Brand cohesion 4. Deeper exploration 5. Customer loyalty
SLIDE 47
15% 66% 42%
@Atlantic57
Improvement in engaged time Increase in signups for loyalty products Decrease in load time from previous design
Source: Internal Atlantic Media data
SLIDE 48
@Atlantic57
Create a constellation
- f content
Do not try to enter every conversation.
Let your loyalists guide you
Do not chase the viral lottery ticket.
Launch & learn
Do not “go big
- r go home.”
SLIDE 49
Atlantic 57 is the consulting and creative division of The Atlantic. We help organizations own their big ideas and evolve for a modern world.
SLIDE 50
Thank you!
Jason Tomassini Director, Editorial jtomassini@atlantic57.com