How ideas take hold How ideas take hold Exploring trends and - - PowerPoint PPT Presentation

How ideas take hold How ideas take hold

Exploring trends and tactics at play in 2017

WHO WE ARE WHO WE ARE

Atlantic Media Strategies is the creative and consulting division of The Atlantic.

@amstrategy amstrategy

Atlantic Media Strategies is the creative and consulting division of The Atlantic. We help our clients advance the ideas and issues that move our world.

WHO WE ARE WHO WE ARE

@amstrategy amstrategy

WHO WE ARE WHO WE ARE

Atlantic Media Strategies is the creative and consulting division of The Atlantic. We help our clients advance the ideas and issues that move our world. We align organizations with the modern media experience.

@amstrategy amstrategy

The state of content play The state of content play

(Or: things keeping us awake at night)

@amstrategy amstrategy

0% 20% 40% 60% 80% 100%

Page Views (Percent)

Social and mobile technologies have Social and mobile technologies have transformed the media ecosystem. transformed the media ecosystem.

TheAtlantic.com Traffic Sources Global Web Traffic

0% 10% 20% 30% 40% 50% 60% 70%

Visits (Percent)

Source: Adobe Analytics, Internal Atlantic Media Source: Statcounter Global Stats

SEARCH SEARCH SOCIAL SOCIAL REFERRAL REFERRAL DIRECT DIRECT MOBILE MOBILE DESKTOP DESKTOP

Q1 2011 Q1 2017 AUG 2009 MAR 2017

@amstrategy amstrategy

Today’s news cycle looks like this. Today’s news cycle looks like this.

Source: Frederic Filloux of The Monday Note

@amstrategy amstrategy

Scenario 1 Scenario 1

Your story

Source: Frederic Filloux of The Monday Note

@amstrategy amstrategy

Your story Your story

Source: Frederic Filloux of The Monday Note

Scenario 2 Scenario 2

@amstrategy amstrategy

In 2015, In 2015, social content social content posted by brands posted by brands increased by 35% increased by 35%

Source: TrackMaven

@amstrategy amstrategy

In 2015, In 2015, social content social content posted by brands posted by brands increased by 35% increased by 35%

Source: TrackMaven

And audience And audience engagement engagement decreased decreased by 17% by 17%

@amstrategy amstrategy

The powerhouses of today The powerhouses of today (and tomorrow) approach (and tomorrow) approach content in a fundamentally content in a fundamentally di diffferent way. erent way.

3 ways to evolve for a 3 ways to evolve for a fast and frenzied world fast and frenzied world

“ “

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 online interest.

– The Independent

@amstrategy amstrategy

Tizon’s attempt to work through his experience on the page has

ignited an international ignited an international conversation conversation about servitude

and modern definitions of ‘slavery.’

– Slate, 2017

“ “

Jeffrey Goldberg’s analysis … is required is required reading for those reading for those looking at the big picture looking at the big picture

• n U.S. national security.

– Wall Street Journal, 2016

“ “

This article availed itself of availed itself of almost every conceivable almost every conceivable audience-building opportunity audience-building opportunity— beginning with a carefully- executed launch, and then social and publicity strategies to bring sustained attention to the piece.

– Chartbeat, 2015

“ “

Own your ideas with Own your ideas with a constellation of content. a constellation of content.

01 01

@amstrategy amstrategy

@amstrategy amstrategy

@amstrategy amstrategy

@amstrategy amstrategy

@amstrategy amstrategy

@amstrategy amstrategy

@amstrategy amstrategy

Craft distinct Craft distinct points of entry points of entry with the needs of with the needs of specific audiences specific audiences in mind. in mind.

Case Study: American Cancer Society Case Study: American Cancer Society

@amstrategy amstrategy

Match the moment with Match the moment with smart resurfacing. smart resurfacing.

02 02

@amstrategy amstrategy

Resurface your best stories when Resurface your best stories when your audience needs them most. your audience needs them most.

Case Study: “What ISIS Really Wants” Case Study: “What ISIS Really Wants”

Page Views

6.5MM unique visitors 4MM unique visitors

2M

Feb 2015 Nov 2015

4M 6M

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

63% 63% 68% 68% 84% 84%

Stories can earn high reader attention Stories can earn high reader attention months after their initial publish date. months after their initial publish date.

Percent of visitors to each story after month one Percent of visitors to each story after month one

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

47% 47% of The Atlantic’s tra

• f The Atlantic’s traffi

ffic c in a given month comes to articles in a given month comes to articles not posted that month. not posted that month.

Source: Adobe Analytics, Internal Atlantic Media, 2016-2017 average

@amstrategy amstrategy

The lesson: The lesson:

Timeliness matters. Timeliness matters. Timestamp doesn’t. Timestamp doesn’t.

@amstrategy amstrategy

This lesson has major implications for the structure of content teams.

Evolution of Atlantic Media Team Focus Evolution of Atlantic Media Team Focus Traditional Media Team New Media Team

Illustrative Representation

@amstrategy amstrategy

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

Click through rate Click through rate The State of Trump’s State Department 1.1%

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

Click through rate Click through rate The State of Trump’s State Department 1.1%

How to Neuter a Bureaucracy 1.2%

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

Click through rate Click through rate The State of Trump’s State Department 1.1%

How to Neuter a Bureaucracy 1.2%

The Anxious Boredom of the Bureaucrats Under Trump 1.7%

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

Click through rate Click through rate The State of Trump’s State Department 1.1%

How to Neuter a Bureaucracy 1.2%

The Anxious Boredom of the Bureaucrats Under Trump 1.7%

‘The Sun Does Set on Your Empire’: Scenes from Trump’s State Dept 1.9%

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

Click through rate Click through rate The State of Trump’s State Department 1.1%

How to Neuter a Bureaucracy 1.2%

The Anxious Boredom of the Bureaucrats Under Trump 1.7%

‘The Sun Does Set on Your Empire’: Scenes from Trump’s State Dept 1.9%

‘They Really Want to Blow ‘They Really Want to Blow this Place Up’: Scenes from this Place Up’: Scenes from Trump’s State Dept Trump’s State Dept 2.4% 2.4%

Source: Adobe Analytics, Internal Atlantic Media

@amstrategy amstrategy

03 03 Remix for emotional

Remix for emotional resonance. resonance.

@amstrategy amstrategy

As a , I feel .

@amstrategy amstrategy

As a , I feel . liberal liberal

• utraged
• utraged

@amstrategy amstrategy

As a , I feel . Trump supporter Trump supporter triumphant triumphant

@amstrategy amstrategy

liberal liberal Trump supporter Trump supporter classic conservative classic conservative government employee government employee

• utraged
• utraged

triumphant triumphant anxious anxious fearful fearful As a , I feel .

@amstrategy amstrategy

The lesson: The lesson:

Speak to the intersection Speak to the intersection

• f identity and emotion.
• f identity and emotion.

@amstrategy amstrategy

Own your ideas with constellations of content. Own your ideas with constellations of content. Match the moment with smart resurfacing. Match the moment with smart resurfacing. Remix for emotional resonance. Remix for emotional resonance.

01 01 02 02 03 03

@amstrategy amstrategy

Thank you.

Jean Ellen Cowgill, President jcowgill@atlanticmedia.com @jecowgill | @amstrategy Jason Tomassini, Associate Director jtomassini@atlanticmedia.com @jtomassini | @amstrategy