Emerce eDay - Building a successful digital native business - Julian Childs - Business Insider...
70
Digital Native Publishing The Inside Story of 100M readers Julian Childs, Managing Director Business Insider UK & EMEA
-
Upload
emerce -
Category
Presentations & Public Speaking
-
view
247 -
download
1
Transcript of Emerce eDay - Building a successful digital native business - Julian Childs - Business Insider...
Digital Native Publishing
The Inside Story of 100M readers
Julian Childs, Managing Director Business Insider UK & EMEA
2
3 writers in loading dock in New York
~1,000 readers per day
Founded 2007Largest Digital
Business Readership
375+ staff (170+ journalists)
~4 million readers per day
~79 million per month
Reaching the new generation
of business leaders
Source: Google Analytics (September, 2016)
3
We started with a simple theory…
4
New Medium
5
New native storytelling and distribution
6
This…
7
…is different from this.
8
So these…
9
…would be different from this.
10
We focused 100% on digital
11
We did not try to mimic print or TV
12
And
13
-
20
40
60
80
100
Mil
lio
ns
Source: Google Analytics (2016)
It Worked …. 100M+ Readers In Less Than 10 Years
Business Insider Traffic – 0 to 100
2007 2016
14Source: comScore (Feb, 2016)
And it worked again , locally!
#1 UK Business News + Tech Site
0
1,000
2,000
3,000
4,000
5,000
6,000
Business Insider
Forbes.com
FT.com
WSJ.COM
Bloomberg.com
Economist.com
Guardian Business
Quartz.com
15
Not Your Traditional Business Audience
Business Insider Top 5 Business Sites (Median from Bloomberg, Economist, Forbes, FT, WSJ)
% Mobile Traffic
Median Age
38
79%
£49,347
34
51%
£48,153Median HHI
Source: comScore 2016
16
A Younger Mobile Audience
Source: comScore (July, 2016); *Mean of Forbes, WSJ, Financial Times, Bloomberg & The Economist
73%of BI UK unique users
from mobile/tablet
3 in 4UK visitors read BI content on
mobile devices (77% UVs)
2 in 362% UK mobile users are
millennials (A18-34)
Only 29% of BI UK's mobile audience also visit Forbes on mobile in a given month, compared to 8% for WSJ
62%BI Readers are
Millennials or Younger
(A15-34)
44%Readers of Top 5
Business News Sites
(A15-34)*
compared to…
17
The Shift Is Generational
Younger audiences prefer digital to traditional media
Source: Ofcom Adults’ Media Use And Attitudes Report (April 2014) Q: Which of the following media would you miss most?
13
32 34
48
58
68 6947
3626
17
7
23
18
15
2015 14
1113
4
4 8 7 8
122
14
3
9
Aged 16-24 Aged 25-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65-74 Aged 75+
Read newspapers/ magazines
Listen to the radio
Go online via computer/ laptop/ netbook/tablet
Use a smartphone
Watch television
19
The key to our success?
20
Native digital.
21
How?
22
Two key components
1. Storytelling
2. Distribution
23
Storytelling
24
Print & TV formats still work…
25
Articles…
26
Pictures…
27
Interviews…
28
But so do native digital stories…
29
Live-blogs…
30
Links…
31
Picture Stories…
32
Charticles…
33
Texts, Tweets and Messages…
34
Instagrams…
35
Snapchats…
36
GIFs…
37
Vines…
38
Digital videos…
39
Great (digital) stories drive everything.
40
Readers share great stories (social)
41
Search engines send
readers to great stories.
42
Great stories bring readers back.
43
There are no shortcuts.
44
The same is true for storytelling brands…
45
How do you perfect
native digital storytelling?
46
Experiment!
47
I have not failed. I’ve just found
10,000 ways that won’t work. “ ”- Thomas Edison
48
The internet is the publication.
49
Distributed Storytelling Across Social Platforms
50
So why bother with native
on publishers environments?
51
Expertise, Environment, Engagement
52
Technology is critical.
53
Precise real-time readership data about:
• Stories
• Authors
• Sections
• Referral sources
• Sharing and Social Analytics
• Platforms (including screen sizes)
Real-time publishing and distribution system
54
Site Analytics and Trends
55
Homepage Analytics
56
Story Analytics
57
Our Publishing Expertise Allows Us To…
Create better content
Focus our resources
Learn continuously
See what is getting read and shared
Readers tell us what they love and distribute stories for us
58
We learn what content works and
apply to brand content
60
New Medium
61
Generational Shift
62
New Native Brand Engagement
63S
lide
sh
ow
sIn
fog
rap
hic
s
Vid
eo
sS
tori
es
Native Content (BI Studios)
64
Just some of our UK Brand Partners To Date
65
Two key components
1. Storytelling
2. Distribution
66
What’s Next ?
67
Social Storytelling
Insight:
Viewers make the decision to share a video
within the first 2-3 seconds of watching it.
Social-First Video:
Tell compelling stories that get viewers to
lean in and share across social channels.
Best practices:
• Auto-play
• Sound-optional
• Hook shot
• Visually stunning
• Captivating on-screen text
68
Editorial Sponsorship
Native alignment with editorial social videos
around relevant topic for brand advertiser
Product Placement
Native integration of a brand or product
directly within editorial social videos.
Branded Content
Custom branded social videos produced by
BI Studios.
Social Content for Brands (Off Platform)
Thank you
