About Ben Elowitz
About Ben Elowitz Ben Elowitz is co-founder and CEO of Wetpaint, a next-generation media platform company that is reinventing the media model on the social web. The company platforms attract more than 16 million unique visitors monthly. In addition to Digital Quarters, he writes Media Success, a bold and forthright newsletter for digital media thought leaders. His work has been featured in FORTUNE, TechCrunch, All Things D, The Huffington Post, Forbes, TIME, CNNMoney, paidContent, and CNBC.com, among others. Prior to Wetpaint, Ben co-founded Blue Nile (NILE), the largest online retailer of luxury goods. Ben was also an early employee at Fatbrain.com (FATB), an ecommerce company that went public in 1998 and was sold to Barnes & Noble in 1999. Ben holds a B.S. in Electrical Engineering/Computer Science and a B.A. in Applied Mathematics from the University of California, Berkeley. He is an angel investor in a number of media and ecommerce companies, and is a frequent conference speaker on digital media, social content, and entrepreneurship.
Posts Tagged ‘Facebook’
by Ben Elowitz
It’s time again to check our horses and see who’s pulling ahead in the social publishing race! And the race is definitely on – 85% of the top 50 publishers increased their social traffic this month.
No looking back now
Until I started charting the incredible growth of social and its impact on the rest of the web, I wondered if it might be more hype than actual paradigm shift. But the evidence is mounting beyond reasonable doubt, and this month’s results point to the continuation of rapid growth.
Facebook traffic to the Top 50 grew 9% in January (after growing 17% in December). Not only that, but Facebook is closing the gap with Google: The gap between how much traffic Google sends and Facebook sends to the 50 largest publishers is down to just 30%, from 55% in November. At this rate, I expect Facebook to surpass Google traffic to publishers some time this year.
Favorites hold their lead
At the wire it’s Wetpaint Entertainment (with 22.2% of traffic coming from social) followed by People, followed by Us Magazine. Coming on strong on the outside is CBS, pulling ahead of NBC for 4th place by drawing 14.4% of their traffic from social (up from 11.7% in December).
Wetpaint Entertainment increased its lead this month, adding 1.4% to its social traffic and widening the gap with #2 People by an additional 0.5%. People and Us Magazine increased their social traffic composition by 0.8% and 0.6%, respectively – just slightly more than the Top 50 average of 0.5%. CBS was the biggest mover by far, adding 2.7% to its social traffic.
Ladies and gentleman, place your bets. It’s still anyone’s race, but one thing is for sure: if you’re spending all of your time on SEO and SEM, you’re backing the wrong horse.
by Ben Elowitz
If you’re Buzzfeed and your raison d’etre is to find and distribute viral content, then it’s fair to assume that you should be getting the majority of your traffic from social (and indeed, they do). But what if you’re Parenting Magazine? Or Consumer Reports?
While we know that social traffic is increasing as a referral source for publishers, it stands to reason that social traffic would be more relevant to some publishers and less to others. When I search “how to get rid of a purple rash,” I may find an extremely useful article on WebMD (and I may even forward it to a friend with a similar problem). But am I going to post it to my Facebook wall? Doubtful.
If you’re a publisher, you know how much social traffic you are drawing right now. But how much should you be drawing, relative to your competitors? To know this, we need to understand what types of content are highly shareable (and which are less so).
Pew Research studied the distribution of topics on Twitter and compared them with the distribution in traditional news sources. To add one more dimension, I broke down the Most Shared Articles on Facebook in 2011 by topic and threw those into the mix.
The conclusions are striking:
- Facebook users Like pop culture, parenting and weirdness.
- Twitter hearts tech.
- Traditional news content lines up barely at all with social sharing.
None of this is to say that traditional news isn’t getting social traffic; in fact, 53% of Facebook’s Top 40 came from four very traditional news sources: CNN, New York Times, The Washington Post and The Wall Street Journal. But while much of the most shareable content comes from newspapers, the average story ends up pretty lonely.
As for the most-shared topics, if you’re a publisher on the subject of parenting, you should be rolling in Facebook traffic. SEVEN of the top 40 shared articles on Facebook are about parenting (e.g. “How to Talk to Little Girls” and “Dads, Wake the Hell Up!”) If you’re a tech news publisher, well, Twitter wants to take you out for a lobster dinner and introduce you to his parents.
The wheels are greased, but are these publishers living up to their social potential?
Let’s just say there’s room for improvement.
GigaOM gets a shockingly small amount of social traffic for a specialty publisher directly aligned with the interests of social users. Parents.com fares better and beats traditional news, but lags far behind People (even though parenting as a topic is 2x more shareable on Facebook than celebrity news).
I would venture to say, of course, that ALL of these publishers should be getting more social traffic than they are right now (traditional news and celebrity gossip included). But if you’re lagging behind other publishers with less shareable content, you especially need to get smarter about using distribution channels like Facebook and Twitter. The social networks are ready for you – are you ready for them?
At Wetpaint, we’ve been rapidly ramping up our social traffic (from 14% to well over 20% in the last two months) by constantly refining our social distribution system. Having content that lines up with what people like to share is only half the battle; you need to be savvy about packaging and delivering that content into the social feed. That takes not only a great editorial savvy to understand your audience, but a tech mindset to help get it into the social groove.
Now that’s good news for GigaOM, Parents.com, and everyone else as well: Your content is highly shareable. Don’t let it go to waste.
by Anthony Soohoo
This piece from Anthony Soohoo is the ninth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.
Q: How does the rise of Facebook change the relationship between media and its audience?
What’s changed is how we reach users at a global level. In essence, Facebook has created an important layer of intelligent recommendations adding more relevancy than previously possible in a broadcast world. In the process, this will change how the media companies deliver their content. The downside, however, is that there’s less discovery of content going on. But the media has a real chance to build deeper relationships with users now; consumers just aren’t anonymous anymore. They – and we – know what they like, and don’t like.
So, the delicate balance is this: Facebook makes discovery more challenging, but it affords us an opportunity for infinitely more personalization. And that means engagement is a lot more effective.
Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
When they put content together, publishers have to determine who their influencers are. Who do they resonate most with? Then, they have to get to that group first, and build a groundswell with that audience. In the past, publishing was a broadcast type of model. Think of a bullhorn. It’s completely changed with the social Web. The key, as I’ve said, is to reach the influencers first, and then have them add to the story. That’s how you really engage an audience.
Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?
That’s a great question. First of all, I’d say we’re going to see more personalized search results. In other words, search based upon what someone’s interests are, and what a person’s friends like. It’s putting a personalized interest graph on top of search results. And the efficiency and effectiveness will improve; instead of getting 43 million results, many of which are irrelevant, you’ll get the top 20, and they’ll be of considerable interest. So, in this way, the social Web will add more meaning. The people-powered-Web will be the big driver of innovation over the next five to 10 years.
Q: How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?
It seems to me that you have to recruit and engage your influencers. And you have to make certain you’re hitting the right audience. Finally, you have to layer content down in a very social and personalized manner. Blasting content out like a billboard takes the uniqueness out of the social Web. I believe the stories of the future will actually integrate tidbits from influencers, and they’ll also be more rhetorical and open-ended. Publishing will become more Wiki- like. People can – and will – contribute. And those contributions will matter as much as the stories themselves. The role of the editor will be to get the fire started by determining which channels and influencers are necessary to ignite the story. The editor will bring up worthy discussions across the Web and highlight them, too. This is how the stages of conversation will unfold. At first, it will be unfiltered and like the Wild West, however. Then it will get reined in, and most stories will go through a filtered version via friends or an editor. This filtering process will allow content to live a longer and richer life on the Web.
Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?
Facebook could be a winner. And the two guys in the garage that we don’t know about will be winners. There are five to 10 big winners that we don’t know about yet. But the critical success factors are clear: know your audience; serve users and delight them; and then go beyond this. Content will change over time; and these changes will change because of the social Web’s profound influence. What we’re really talking about here is content plus one.
Anthony Soohoo is the Co-Founder & CEO of Rumpus and former SVP & GM of Entertainment at CBS Interactive. Soohoo joined CBS in 2007, when it acquired Dotspotter, a fast-growing community-powered entertainment property where he served as Co-founder & CEO. Prior to Dotspotter, Soohoo was Vice President at Yahoo!, where he was responsible for the strategy, management, development and financial performance of various business units.
To download the complete report, please click here: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web
by Alex Weinstein
Alex Weinstein (@alexweinstein) is the Director of Product at Wetpaint and the author of the Technology + Entrepreneurship blog where he explores data-driven decision making in the face of uncertainty. Prior to Wetpaint, Weinstein led technology initiatives in Microsoft Live Labs.
Every day, we go to our favorite news outlets and get our fix. We land on the same familiar sites. We seek out the kind of news that fits our fancy. We casually share the most interesting news with our friends – over dinner or online. And, tomorrow, it starts all over again.
Why? What motivates us to watch the daily news, read an opinion in a magazine, and come back to a favorite TV show? For content creators and distributors, it’s easy to think that it’s all about the content. This view is based on the notion that people desire the intrinsic value of content, such as the knowledge hidden in a report, or the laugh they experience from a comedy sketch. But this idea is too flat, and it ignores a more powerful force that’s at work, and that drives the tremendous confluence among target populations when it comes to what they read.
Indeed, in many cases, a deeply human driver is far more valuable than the information itself. And that driver is the desire to be a valuable, appreciated member of a group.
As the graphic below shows, this desire maps directly to Maslow’s pyramid of human needs – the need for esteem.
(diagram from NYTimes – http://ideas.blogs.nytimes.com/2010/07/16/revising-maslows-pyramid/)
After taking this pyramid or hierarchy of needs in, it becomes clear that, as publishers, we must pay attention to the amount of influence, respect, and social value that audiences are able to earn from their friends after consuming content.
Let’s look at a few examples.
For World of Warcraft geeks, a news article on a long-tail site that covers the latest artifacts is true gold – because it will help them be the most informed in the eyes of their guild.
For fans of Bachelorette, watching the latest episode is very much about having a water cooler conversation about it next day – and the potential social connection that brings.
For Politico readers, it’s about exerting influence on their Facebook friends after they share a controversial editorial.
And, for Lolcats readers, it’s about making their friends laugh for the umpteenth time with a new, undiscovered photo.
Each of these examples is about social influence and social esteem.
Here’s the take-away for publishers in all of this: a key component of the value of the 21st century media company is about helping audiences gain the attention of their social circles.
This represents a radical shift from what we’ve seen over the past decades.
Instead of trying to capture and direct the reader’s attention (“Look at my 100-year-old brand! I curate the world and know best what you should look at!”), the publisher becomes a back-stage prompter, helping readers utter the words that will make them the center of attention among those they care about. The reader can then become an even stronger influencer, or taste-maker.
Every time a friend consumes something that you’ve read, you’ve successfully directed their attention. Your social bank account just became more valuable. And every time publishers help make this transaction seamless and smooth, they are helping you earn some social gold.
This is why Washington Post Social Reader and Yahoo Social are such smashing hits.
Readers want to consume content within these apps, because of the feedback loop from their friends. (“Hey, I saw you read this article, and I read it, too.”) This is a self-reinforcing pattern that creates social value for all the participants. These publishers, and Facebook’s timeline apps, put audiences first; and, in the process, they generate an ever-increasing amount of social value for readers.
Note that curation and brand very much play into this the social value generation; nobody wants their friends to be misinformed or displeased by media that they endorsed. Content is still king.
If, say, the Washington Post wanted to take this experience to the next level, it could make curation even more personalized. Instead of telling readers that they must care about the Russian presidential election via a big front-page photo – completely ignoring the fact that sharing this knowledge will drive zero social value to its readers – the Post could cater to the unique values of each reader. To do so, it could measure the social response from the reader’s audience – and then personalize the content based upon this response. It’s essential to point out, however, that the reader’s interest – and the response of his or her audience – are not mutually exclusive; a smart personalization algorithm will take both of these factors into account.
That said, in the end, publishers must awaken to the fact that social influence and social esteem are key matters for their audiences today.
by Theresia Gouw Ranzetta
This piece from Theresia Gouw Ranzetta is the eighth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.
Q: How does the rise of Facebook change the relationship between media and its audience?
Facebook becomes the jumping off point for many browsers who count on their friends to curate interesting media for them. How news gets “found” becomes less about searching Google news, and more about checking your Facebook newsfeed.
Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
Publishers need to understand the “start” point for their digital users. It used to be a portal, so you cut a deal with one of them. Then, it was a search box, so you SEO-optimized your content. Now, it is a social media platform (Facebook or Twitter), and publishers need to understand how to optimize their content for maximum social sharing and social media amplifications. Don’t get me wrong: in each phase, it has always been about great content. But that is just the necessary first building block. Then you need to figure out the distribution to get maximum audience engagement.
Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?
Reference or informational search will remain relatively unchanged (for example, “What is the capital of Iowa?”). But “search,” where you are looking for guidance or information that has a subjective or has a taste aspect to it, will be completely transformed by social. Instead of typing in “Best sushi restaurant in Palo Alto,” you will ask your friends, or go to a site with a like-minded social groups (foodies, vegans, etc.).
I think we are still in the early days of SMO. Many large publishers have not yet even thought about this, nor are they aware that they should be. As with SEO, they will need to upgrade their content management / publishing systems and processes. Many will turn to start ups, like Wetpaint, to help with this.
But SMO can be even more. Unlike in the search world, where a supposed Chinese wall existed between SEO and SEM, leading platforms can now encourage their advertisers to also invest in SMO as well. So a very savvy company can leverage and get synergies from their investments and learnings from SMO + SMM (Social Media Marketing) in a collaborative way.
As with the early days of the portal and search platform eras, the ecommerce players were the first to experiment, invest and learn about the power of the new platforms to get broader distribution / audience. This is understandable, given that their business models more easily lend themselves to direct data gathering and learning for marketing spend. Once again, in social, I see the ecommerce players blazing a trail for publishers: the GroupOns, Zyngas, ModCloths, and Birchboxes of the world are good places to start.
In parallel to social, I think we are also seeing a platform shift – from PCs to mobile Internet devices. So, clearly the rise of iOS and Android are important platforms for publishers to understand and adapt to, both in terms of the technology and the distribution nuances.
Q: How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?
You need to learn how to build your brand following on social media and realize that, no matter how strong your brand is in other channels, this is a whole other effort. It is not just an add-on and thinking of how to get “Likes.” The “packaging” of your content needs to be social media optimized for sharing and tie to your social media presence on your Facebook page and Twitter. It is an interconnected ecosystem that cannot be thought of as separate pieces.
Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?
Understand that we are in a new era. Social media distribution, branding and user-driven pull – not your push distribution – will win. Also, understand how your mobile approach is intertwined with what you need to do. The winners today will be the companies that have created these new social and mobile platforms (Facebook, Twitter, Apple iOS and Google Android), as well as the market leaders who have successfully built the first leading companies on top of these platforms (Zynga, Groupon etc.). As for the winners in 2020: I’m in the business of funding start up innovation, so I would say it’s the companies that may not even yet be formed – but they will be, in the next year or two.
Theresia Gouw Ranzetta joined Accel Partners in 1999. She is an investment Partner in Accel’s Palo Alto & New York offices and focuses on companies in the social commerce, vertical media, consumer mobile applications and privacy/security markets.
To download the complete report, please click here: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web
by Ben Elowitz
This article was published as a guest post at PaidContent, and is republished here for Digital Quarters readers.
Last year, it became clear that Facebook is well on its way to becoming a social operating system underlying our digital lives. And the enhanced Facebook Open Graph makes that vision a reality.
My company, Wetpaint, was fortunate to participate in a beta phase with Facebook and be a launch partner with The Washington Post (NYSE: WPO) social reader project; in the process, we have gotten a glimpse of how to build media for a fully social web, and it’s had a dramatic impact on our business.
We have learned that without question, there is a ton to be gained in audience acquisition, branding, and retention by integrating into the Open Graph. And, based on the few months’ head start we’ve had, I wanted to provide a brief guide to what has worked, and explain how to take full advantage of the Open Graph.
Here, then, are the four most important elements:
1. Determine what’s inherently social in what you do for your audience – This is the most important part, and it’s not easy, because people don’t want to share everything they read online. Rather, they share the things that are helpful to others, or contribute to their public identity.
Don’t fight it. Work with it, instead. Provide content your audiences will use to define themselves and enhance their reputations as a curator. With your content, what specifically can they share, and what can it say about them?
I especially like this item from a cousin who recently posted this recipe for fried Coke (what? oh yes!). If you think it means she’s a southern gourmet, you’d be right: she makes the best fried chicken I’ve ever had. And posting recipes like this makes sure we all know about her decadent down-home style.
People also respond to things that make them smile. Who wouldn’t like a picture of a cat laughing with a dinosaur? Sharing it makes a statement about what gems you can find, what loops you’re in, what makes you chuckle, and that you like brightening your friends’ day.
We are thumbs-up with things that back our opinions, or show we are in the know about things that are important to how we want to be perceived. For a news site, this means interests and causes that we want to support; and, for a sports site, it’s our tribal badging and admiration of teams and players.
And for games, movies, and events, it’s more about sharing something special together. Whether a concert or a conference, convening with others turns content into an experience. The phenomenon of Social TV that we see at Wetpaint, and throughout all TV programming, is proof positive that media events are made to be shared.
2. Start thinking in verbs – other than “Like” – To date, publishers have been focused on the page. Now it’s time to think about the interaction – not just with the page, but with the content. Think in verbs. Facebook has suggested a handful of obvious ones. Your audience should “watch” videos; “listen to” songs; and “read” articles. But beyond that, you can also add your own creative alternatives: “view” photo galleries, “lust for” celebrities, “OMG” scenes on TV, “vote for” reality TV contestants. All of these help define a relationship between your audience and what they love. And as a publisher, you get to take credit for that introduction and its viral distribution among a user’s circle.
3. Own objects, not just content – In the now-more-open Open Graph world, the objects of our affections are no longer just dumb pages. Rather, you can define objects in the real-world – with the promise of improving Facebook’s and your audience’s connections to them, and to you. As with the examples above, the limit of what you can define is constrained only by your creativity; however, the focus should be on objects that are natural social extensions of your consumer experience. Don’t try to socialize objects that no one wants to share – I don’t want to circulate that I “zero balanced” my “bank account.”
4. Live in Facebook’s world – It’s not really just Zuckerberg’s world … it’s your users’ world, too. 500 million Facebook users are logging in every day, and spend seven hours per month (on average) on Facebook. That’s why it’s important to create an experience that blends with the social world; and that experience needs to be connected, and in real-time. The more you integrate into Facebook’s clearing house, the more you can benefit from seamless transitions, access to connected user data, and user expectations of implicit sharing. Facebook Connect is critical; as is earning the Likes to be in a relationship with your audience. When you do that, you can program your users’ news feeds. At Wetpaint, we average 30 impressions per fan per month. I’ve never had that much communication in any of my relationships with friends or family (much to my mother’s dismay, which she reminds me of all the time), yet our consumers have it with us all year long. And, beyond the news feed, creating a Facebook canvas app (we’re working on a new one now) means you can truly be everywhere your audience wants you to be – both in Facebook and on the Web.
With the new Open Graph features, a short-term way of thinking about the opportunity is that you are integrating into Facebook’s technical architecture. But a far more meaningful – and, ultimately, more beneficial – way of thinking about it for both your users and your business is that you are integrating into your users’ lives.
I overheard someone at last year’s F8 event say that Facebook is no longer “Face”-book, it’s really becoming “Life”-book. It’s that level of integration with real life that can create the most powerful opportunities for the next era of the Web.
by Wenda Harris Millard
This piece from Wenda Harris Millard is the seventh in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.
Q: How does the rise of Facebook change the relationship between media and its audience?
I’m not sure that Facebook is media. But Facebook has changed everything. I see it as a platform for connection. The challenge for marketers is in connecting effectively with audiences in these kinds of social environments. I think advertising by its very nature is often intrusive, but it tends currently to cross the line and be disruptive in social media. It may violate trust with audiences. So, how are advertisers going to reach people most efficiently and effectively in a social environment? Advertising or commercial messaging is going to be like nothing we know today.
Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
If you’re a brand marketer, you can no longer interrupt the discussion. You have to be part of the discussion. This has a lot of implications. And you have to ask yourself whether people come to you, or do you look at social platforms as a way to build and distribute content and your own messaging. The economic models have changed. In the past, in a siloed world, you had your own site, and you went about the business of attracting an audience and monetizing that site. That’s a simple formula, and it’s not nearly as relevant anymore. We are now living in a world where you have to find your audience where it aggregates. You have to find the audience on someone else’s platform, and then figure out how to make money. This throws everything we’ve known in traditional marketing on its head.
Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?
We’ve learned so much about the value of recommendations from friends and colleagues. Now, with the continued advance of the Web as a social environment, what’s going to happen is that, instead of typing certain things into the search box, there will be an increasing tendency to go to your social circle for input. If you need an address, you’ll go to the search engine; but if you need a great back doctor, you’ll ask friends or colleagues. This is the personal recommendation engine, and it will be part of our lives. Think of it as personal optimizations – how do you get the best information from your social circle?
Q: How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?
Publishers are worried about the abundance of user-generated content in the whole social media experience right now. The plethora of choice for consumers is almost overwhelming. Yet I believe that consumers are still looking for a trustmark. Of course, you’ll be able to read your friends’ recommendations, and you’ll share on whatever platform you’re using, but when you’re looking for information, I still believe that brands represent a level of trust or a Good Housekeeping Seal of Approval. That said, when you’re growing a brand today, you can no longer just build it and expect that they will come. Building and enhancing your brand as a .com online is only one element in all this. You need to be where people are – that’s the Facebook phenomenon.
Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?
New media, digital media and social media – it will all be called media. And the winners will be those who find a way not to define themselves by their tried-and-true or historical practices, or by their distribution channels. You can’t define yourself as a magazine publisher; you’re a content provider. You need to step out of the channel you live in and understand how each of the pieces fits together. How does TV fit with Facebook, for example? Or search engines or print with anything in social media? The key is knowing where commerce is – online and offline. What is the relationship among all media channels? The winners will grasp these interrelationships.
Wenda Harris Millard is President & COO of Media Link LLC, a leading advisory firm that provides critical counsel to clients in the marketing, media, entertainment, and technology industries. Prior to this, Millard was Co-Chief Executive Officer and President of Media, Martha Stewart Living Omnimedia, and Chief Sales Officer of Yahoo. She has also served as the Chief Internet Officer at Ziff Davis Media, President at Ziff Davis Internet, and Executive Vice President at DoubleClick.
To download the complete report, please click here: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web
by Jason Hirschhorn
This piece from Jason Hirschhorn is the sixth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.
Q: How does the rise of Facebook change the relationship between media and its audience?
Facebook is obviously a transformative platform. It’s a disruption in the distribution of content. The social endorsement in “sharing” or “liking” a piece of content on a platform like Facebook is almost as important as the content itself. And while they like the digital “word of mouth” I think this scares the film, TV and publishing industries. Why? Because, unlike in the past, they are not controlling the distribution and conversation the way they used to. The “feed” is taking on search, too, because users are ultimately using it as a discovery platform. You may go to Google to find what you already knew you wanted but now the content streams deliver you content you had no idea you wanted, and with an endorsement from someone you know or follow. This social endorsement changes the way you discover and consume content.
Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
It’s clear that media is becoming unbundled. It’s also multi-platform as the access points are fragmented. It’s real time or archived and it’s on-demand. This sets the trend for what and where people consume. In today’s new and evolving social environment, the packaging and distribution are under less control. Again, the social endorsement of content is just as important as who created the content or what it’s about. Our interests widen on Facebook or Twitter, and we’re able to see the tastes and interests of people we respect or know. We used to turn to TV, radio and print for all our cues, but we’re now going to Facebook or Twitter or Tumblr… to our friends and the people we follow. Traditional media seems slightly hindered because it holds on to its traditional standards. Whether it is scheduling in television, definitions of journalism, and creators as curators or controlling the entirety of your brand. But things are slowly changing. New forms of media bring spontaneity, serendipity and personalization. There are always surprises within your content stream. I realize now I only know a little about the things I like. The fun is in discovering those things you never knew you’d be interested in. That’s what I like about it.
Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?
My personal view is that search is falling down. People are now using it more for navigation than discovery. “Where is the thing that I want?” Maybe search isn’t about real discovery. I use search less today because of Facebook and Twitter, which are becoming significant parts of my content decision-making process. I’m interested in seeing the news that my friends are reading today. That would keep me on Facebook even longer, and add to the discovery element. Despite its huge impact, though, Facebook and Twitter haven’t even begun to really take advantage of content discovery experiences. They will. It’s going to be a great evolution to watch and positively disruptive.
Those changes will be a perfect match between gathering or discovery technologies and a truly human filter. Ultimately, content discovery needs to have human layers. Without them, it has no “life”, no context. This is where Google has fallen down as a product company. Algorithms vs. Humans. When it comes to content, which always has an emotional bent, humans always beat the computer. Clearly Google+ is trying to address some of that, but they have a ways to go.
Going forward, I believe we need to see more influencer targeting and noise-level targeting. How do you help people or companies find those who are moving the social media mountain? How do you find these influencers and deliver highly relevant and personalized content without infringing on their privacy or conversation and then let them run with it? That will be a key part of the new optimization. These changes will revolutionize advertising and make media spends way more efficient. What it takes to get “lift” will be far different and mediums like television will need to fall in line and adapt.
Q: How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?
From my point of view, curation is the next great layer of value on the Internet. In a world where everything is available, Curating content helps users sift through everything. Trusted sources are coming back. The New York Times is curating when it decides what it will cover. But they don’t seem to curate other’s work. And yet the journalists at The Times pass around links and stories on Twitter that are written by other sources. Those journalists are trusted sources and now curators. I think publications should be establishing relationships with curators; and then they can re-package and re- bundle content into new and important layers. You can build big and important brands with curation today. I know I’m going to try.
Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?
There are five areas I’d touch on here:
1. Curation, for the reasons I’ve explained above.
2. Form factors. Content should be allowed to shape shift.
3. How you distribute. Your site to RSS to email to Flipboard to Twitter and beyond.
4. How you allow social media inside your content.
5. How smart your paywall strategy is. The New York Times has done the best in this area.
Allowing for social media linkages while continuing to build a pay-model.
Jason Hirschhorn, a media and technology entrepreneur, is the curator of Media ReDEFined (@MediaReDEF), a free daily news feed covering the changing world of media, communications, entertainment, marketing and technology. The former President of MySpace, Hirschhorn has also served as President of Sling Media, Chief Digital Officer at MTV Networks and is on the Board of Directors of MGM Studios.
To download the complete report, please click here: “Rebooting Media: The Digital Publishing Revolution for a Fully Social Web”
by Erik Flannigan
This piece from Erik Flannigan is the fifth in a series of 10 posts about the future of the media industry contained in a report titled: Rebooting Media: The Digital Publishing Revolution for a Fully Social Web.
Q: How does the rise of Facebook change the relationship between media and its audience?
Facebook is a platform, not just a Web site, and it has created a public sentiment meter. In fact, sometimes there seems to be wild over-reactions to the sentiment expressed by the “Like” button. And many people might suggest that “Like” has created a currency of some kind. Whether it’s actually worth something or not remains to be seen, however. It may end up being the lowest possible of all audience benchmarks of interest. We don’t know yet. Some of our properties get modest traffic through Facebook; others get 75-80 percent of their traffic through Facebook. From my perspective, though, it offers a measure of sentiment, a measure of what is most socially relevant.
Q: What’s changed fundamentally about media with the rise of the social Web, and what do publishers need to do to adapt?
On some level, the social Web breaks down the walls for those who want to go there. Real people tell us how they feel in an unvarnished way, in an unfiltered way. There is a fan base that’s active on social media platforms that wants more, and that is looking for relationships with shows and personalities. That means we have to create more and more digital content, and it has to be content that can stand alone. If you want to build a fan base, you have to do this with content. And this has probably made us at MTV think more about marketing our shows all year long, not just at premiere.
Q: We’ve gone from SEO (Search Engine Optimization) to SMO (Social Media Optimization), so how will search change as the Web becomes more social?
Search is like fixing your tire. There are times when you have to do it. So, it will continue. That said, the idea that search is the end all and be all is definitely changing. We saw this in focus groups we did with young men. They said if something is important enough, it will find me. All I need is Twitter and a newsfeed. Also, I think more and more people understand that search is a game, that the search system is gamed. And so, search has become less satisfying, and consumers are moving away from their reliance on search. Social filters are better and more timely, especially because you can run out of things to search for. We’re moving to a future where we’ll have some version of tracking, managing and increasing prominence of the super-influencers. And I believe that parsing out the most influential of your social followers will become big, and become a business.
Q: How do you build a brand in publishing when, with greater frequency, media is distributed through social channels?
It’s tough. And it’s easy to disassociate brands and content. That’s why we need to do more when it comes to thinking things through to the end experience. This is important, and you can see that consumers are giving publishers credit when there’s an open dialogue. Instagram is a good example here. They have thought about the end-to-end experience. It’s much more than a name. Its identity is tied to an experience, to sharing. And they didn’t allow themselves to just be a platform. They are aspiring to become a noun, not just a brand.
Q: What are the critical success factors in publishing as we look to 2020; and who will be the winners?
We must fix the issue of monetization in digital space. There is a horrible battle brewing between the growth of the audience and the lack of currency to monetize. And there’s nothing – no real answers – on the horizon. TV has been online for five years, for example, and the problem hasn’t been solved. There’s big growth and big innovation, and yet we haven’t figured this out.
Erik Flannigan joined MTV Networks from AOL, where he was vice president of programming. Before that, he was at Buena Vista Datacasting / The Walt Disney Company as vice president of programming. And prior to that, he served as vice president of music services and programming at RealNetworks. Earlier, Flannigan was senior vice president, Entertainment Verticals, for the Walt Disney Internet Group.
To download the complete report, please click here: “Rebooting Media: The Digital Publishing Revolution for a Fully Social Web”