Digital news publishing: Increasing content consumption and distribution on social platforms
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Digital news publishing: Increasing content consumption and distribution on social platforms Sebastian Zontek & Jarek Gora, INMA Audience Day, Amsterdam, June 2016 Vijesti.me, a digital publisher from Montenegro case study
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Transcript of Digital news publishing: Increasing content consumption and distribution on social platforms
Digital news publishing: Increasing content consumption and
distribution on social platforms
Sebastian Zontek & Jarek Gora, INMA Audience Day, Amsterdam, June 2016
Vijesti.me, a digital publisher from Montenegro case study
MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!
MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!
12M page views1M readers (Balkans)
Deep.BI helps Vijesti better understandcontent consumption and distribution
by deepening knowledge about their audience
The problemBring new readers
from social platforms
Get to know how your audience is consuming content
Different kind of content needs way different metrics
Key metrics we have chosen
Attention Time Spent per Reader
Virality
Engagement ScoreCombined and weighted:
Virality, ATS and Commentability
Highest ATS
Different strategies for different type of content
Highest Virality
Highest Engagement
Put behind paywall
Boost in social media
Heavily promote: homepage, social media
For news time is crucial - we want to spread the most viral news as soon as possible
TOP 5 sections:Attention Time per Reader
News 313sSociety 294sPolitics 283sEconomy 280sScience 280s
TOP 5 sections:Virality
Coffee 79Sport 59TV 49Life 43Technology 43
TOP 5 sections:Engagement Score
Forum 2,054TV 784News 762Sport 614Caffee 614
Social media promotionsof most viral articles
● Looking for articles with highest Virality Score which is relative to total PVs
● Promoting these articles in social media (also by paid campaigns)
● Selling ads on those articles with higher CPM● Mostly, we get positive ROI with money spent on social
platforms
2-3x lower bounce rate
50% higher time spent
2x longer life & 2x more PV
Social media promotions- positive side effects
● Building publisher’s brand awareness on platforms by presenting originally produced quality content
● Expanding audience - acquiring new readers
● Increasing loyalty of current readers
● Higher chance for subscription conversions through quality, targeted traffic
Vijesti & Deep.BIFuture Plans
● Developing audience on social platforms● Creating dedicated content to each platform● Testing new monetization models of social platforms
audience. Example: branded content
