HKAIM CNNGo Presentation - Don Anderson
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Transcript of HKAIM CNNGo Presentation - Don Anderson
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Media Transformation in the age of social
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Overview Looking backward The Geosocial Universe Can traditional media be social? Relevance of trusted content to brands Looking beyond 2011
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Industry performance
US$275, Week of 6 Dec 1999
Dot Com Bubble: 20 Mar 2000
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Industry performance
Google shares +438% since Aug 2004
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Web 1.0: Creating a footprint Traditional media (1998-2005)
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75% of TV will be online
“People don’t think of TV anymore, they just think of video.” -Comcast Interactive Media VP Matt Strauss
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Sohaib Athar, IT Consultant, documented in real time the Bin Laden compound raid.
Keith Urbahn, former aid to Donald Rumsfeld, announces Bin Laden’s death on Twitter, one hour before President Obama delivered his address to the nation of the news.
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36M ‘Likes’
29M
26M
23M
23M Source: Socialbakers.com, Facebook.com 13 Nov 2011
Brands
6.0M ‘Likes’
3.1M
2.3M
1.4M
1.7M
Broadcast Media
Brand/Media Communities The Geosocial Universe
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Is your brand conversational?
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UGC / Citizen Journalism: Traditional media (2006-2011)
• Launched 2 Aug 2006
• Inspired by CNN Fan Zone
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The new iReport
makes a promise:
Be part of the stories that
matter to you right now.
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The new iReport
is three things: 1. The center of participation at CNN
2. The gold standard of citizen journalism
3. A social network for news
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‘Open Sourcing’ a media brand Traditional media (2006-2011)
• 360° initiative – online, on the ground, onair • Ran for 2 years (2009, 2010)
• Focus on creativity and sharing • Edugaming
• 341 schools involved • Social media • Bespoke app development
• 37,511 entries
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CNNGo.com is Asia-Pacific’s ultimate insider guide to the region’s top travel and lifestyle experiences.
• Eight key cities • 4 languages • Over 750 freelancers • Audience: 24-46 years • Business travelers, holiday planners, backpackers, locals
‘Socialization’ of media Traditional media (2006-2011)
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CNNGo’s social arc
Content + SEO
Content Partnerships
Social Networks/Seeding/Outreach
Mobile
Travel Industry Partnerships
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• Mon-Fri: 4-5 daily wall posts, every 4 hrs • Weekend: 3-4 daily wall posts
• Co-branded reader competitions • “Gamified” posts – travel and food trivia
• Photo galleries • Video segments (“The Streets of Hong
Kong / Singapore, etc”)
• Editorial live wall chats • Constant experimentation
CNNGo social: the ‘watercooler’ approach
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Facebook growth (Jan – Nov 2011)
2,700 Likes GoSydneyGo Launch (June)
130,000 Likes
As of 21 Nov 2011
AddiMon of polls, photo galleries
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Korean Air • 12-month exclusive deal, 2nd year
• Exclusive sponsor of CNNGo TV (onair + web + mobile)
• 30-minute show providing a unique take on global destinations with insider views of Asia cities and beyond
• Dedicated TV page on CNNGo.com
• Social media awareness
• New episodes each month starting 2nd Wed of each month
Integrated content sponsorship: CNNGo TV Traditional media (2006-2011)
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Video -‐ CNNGO
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Content partnership: Traditional media (2006-2011)
“Cha-Ching Money-Smart Kids” • Multi-country, multi-platform
• Focus on financial literacy for children – ‘edutainment’
• Bespoke animated musical cartoons • Website + Flash games
• Mobile applications • On the ground activations
• School/educator tie-ups
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Looking beyond 2011
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Content Everywhere
TV Everywhere – 70 MM US homes have access to
Turner content • PC, Connected TV, Tablet,
Smartphone – Working with major carriers and
distribution partners to extend this reach • Verizon, Comcast, AT&T
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Content Everywhere
Connected Device applications – Casual gaming based on our popular
characters, titles and shows • Ben 10 • Adult Swim
– CNN products • News • Travel and Lifestyle (CNNGo)
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Summary • Traditional media is transforming
• Engage/reward consumers for creating content
• Provide relevant, conversational content
• Make your content accessible across all platforms – online, mobile, social, etc.
• Brands ‘Like’ trusted publishers/broadcasters
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Thank You
twi1er.com/CNNGO
facebook.com/CNNGo.Asia