ReformattingThe BusinessModel

Presentedon 17 April 2015 by Chia Ting Ting at 16th ISOJ

Native Advertising

Crowdsourcing

Paywalls

Revenue Diversification

Native Advertisingnoun.Sponsored content that is relevant to the user experience, unintrusive, and looks and feels similar to its editorial environment.

It’s all about…

Influence, Trust, Content, Creativity & Strategy.

NATIVEADVERTISING

ContentDelivery

NATIVE ADVERTISING

ContentSponsored content

Resonates with users

No hard-sell or “buy me now” message

‘Social’ friendly

DeliveryIntegrated into design

& flow naturally

Mirrors the editorial on site

Supports dynamic messaging

HTML5 powered ads (cross channel)

Native Project I // Chinese New Year CampaignPullout Concept : Seasoning topics

PRODUCTION

● Native videos related to CNY● Format:

Media Reporting, Informative & Educational + Brand insertions

DELIVERY

desktop mobile facebook youtube

Malaysiakini (Chinese Site) KiniTV (Chinese Site)

Native Project I // Chinese New Year CampaignSponsored Videos produced by KiniTV

Of Spirits, Sparklers and ShoppingSponsored by Paradigm Shopping Mall

Reunion Dinner: Moment of TogethernessSponsored by Eu Yan Sang

Remembering the underprivilegedSponsored by Gintell

Native Project II // World Sleep DaySponsored Videos produced by KiniTV

PRODUCTION

● Part I : Addressing issue of sleep deprivation via interveiws

● Part II : Facts and stats in Malaysia● Part III : Promote World Sleep Day +

Brand insertion

DELIVERY

mobile facebook youtube

Native Mobile

Play Video

https://www.youtube.com/watch?v=Lv7GuQahvrA

Healthy sleep assures healthy heart and mind

A wake up call on “World Sleep Day” on the importance, benefits and impact of healthy sleep to life.

Native Project III // Social HubPullout Concept : Seasoning topics (E.g. Parents Day)

a. Native Content

b. Delivery

c. Data Collection + (campaign level)

d. Retargeting +

e. Always-On +

a. Native Content• KiniTV to produce a series of

Health Info content focusing on common senior citizen’s diseases / Noncommunicable Diseases (NCDs) - problem recognition

• Topics: High Cholesterol, Osteoarthritis, Eyes Diseases, High Blood Pressure, Hearing Problems

• Video Production: Media Reporting, Informative & Educational

• Content Type: Editorial + Native Sponsored Content + Advertorial

b. Delivery Amplified through native position across screen

Social Board InRead Content

Mobile Native

High visibility for Maximum exposure

Invite users to engage and interact with brand’s marketing widget

Retarget users back to social hub and extend stay time on your site

Capable to showcase various brand contents

Engage+ campaigns can be made available on mobile screens via branded mobile apps

c. Data Collection Engage users & collect insights & data

Social Hub

Demographic Data(Gender, Age Group)

Social Data(Shares, Likes, Rating,Comments, Reviews)

Behavioral Data(Log In Pattern, Actions)

d. Retargeting

Prospecting

Targeting

Retargeting

Cross sell/Upsell

Find Look Alikes

Promote Loyalty

Upper FunnelNew/Incremental Prospects

Middle FunnelWarm Prospects

LowerFunnelBuyers

Customers

e. Always-On

(Based on: IPA - The Long and Short of It: Balancing Short and Long-Term Marketing Strategies)

CrowdsourcingLetters

wrote-in by our readersOpinionssent-in by experts

YourSaycompiled comments & published

Crowdfundingbuilding.malaysiakini.com

Project “Buy a Brick”Goal Build a new home for MalaysiakiniReward Subscription + Advertising Achievement 1,041 SupportersMoney raised MYR 1.65 Million (USD 450,000)

PaywallsSUBSCRIPTIONS

• Malaysiakini introduced subscription service since 2003 (English content), 2011 (Chinese content)

• KiniBiz introduced subscription since 2013

+ Launched Magazine on 14th April 2015

OPPORTUNITY

• Subscribers : 250,000• Unique Visitors : 2,500,000• Opportunity : 10x potentiality

CHALLENGES

• Lot of competitors are offering free content

• we are still at top #1 (comScore: Jan-Feb 2015): household name (1st independence media in Msia) & significant market position

Strategy 2.0 User experience

1. Now everyone can read free & fair news

• Must register: XX free articles a month

• Breaking News: free for first 3 hours → increase visit frequency &

share rate

2. Subscription Auto-debit Plans

3. Microbuying Plans

• Credit Coupon based:1 credit per articlecredit transferable

4. Sign-in Options

• In addition to Username & Password sign-in, we are adding Single Sign-On.

Revenue Diversification

a. NEW AD CHARGING MODEL

b. NEXT-GEN CONTENT STRATEGY

c. NATIVE ADVERTISING Form “Regional Platform Economy”

d. TV DECODER BUSINESS Independence Online Media KiniTV + Video Content Providers in South East Asia

Malaysiakini.com ranks #1in Readers Time Spent amongst

all News sites in Malaysia.(source: comScore 2014 - Feb 2015)

a. NEW AD CHARGING MODEL

➔ CPE(Cost Per Engagement)-launched in July 2014

➔ CPH (Cost Per Hour): Selected ad units at higher time spent fold (going to launched in July’15)

Traffic not matter to small site, but content quality!

Chartbeat CEO, Tony Haile

Time Spent= Attention= Content Quality

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)

➔ What kind of content do we want

➔ Worthwhile content mube be Informative / Useful or Entertaining

➔ Must also:◆ Fit an overall theme (reader

interest & problem recognition)

◆ Be appropriate for appearing on MKini

◆ Bottom line: Be profitable

➔ Evolving Existing Content

➔ Background info / history of hot topics (hudud, GST, sodomy etc)

➔ Cheat sheets

➔ Infographics

➔ Malaysia specific how-to guides. For example,

◆ Renew your passport (sponsored by imigresen depart)

◆ Make delicious nasi lemak (sponsored by Tesco)

◆ Avoid traffic jams (sponsored by Uber)* Infotainment + Sponsorable Content

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)

● Implementation Plan (Content)

i. Pictorial News ii. Poskad @Instagram

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)

● Implementation Plan (Content)

iii. Cheat Sheet iv. Listicle

SUMMARY

➔ Malaysiakini's more unique features is how we have built a strong base of hardcore supporters over the years.

➔ Unique circumstances: when we started, we were basically the only professional news outfit in Malaysia, not in some way owned by the ruling party. ◆ There was a great demand for more independent, objective news.

➔ Over the years, we've ran into a lot of trouble with the authorities, but our readers have

time and time again come to our defense. ◆ Creates a sense among our more loyal readers that we are a community of intent, who

share a set of ideals which we are willing to fight to defend together. ◆ Our relationship with our audience has an element of shared purpose.

➔ Most popular sections, "Yoursay", a daily publication of readers' comments on our articles, making Malaysiakini not just a news site, but a platform for citizen voices to be heard.

➔ Moving forward, we're trying to build upon that rapport with our readers, by hosting more live events or programs at our new premises, by engaging more meaningfully with our readers both online and offline, and by continuously upgrading our services and product range.

Chia Ting Ting