digital news publishing: increasing content consumption and distribution on social platforms
TRANSCRIPT
![Page 1: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/1.jpg)
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
![Page 2: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/2.jpg)
MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!
![Page 3: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/3.jpg)
MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!
12M page views1M readers (Balkans)
![Page 4: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/4.jpg)
Deep.BI helps Vijesti better understandcontent consumption and distribution
by deepening knowledge about their audience
![Page 5: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/5.jpg)
The problemBring new readers
from social platforms
![Page 6: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/6.jpg)
Get to know how your audience is consuming content
![Page 7: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/7.jpg)
Different kind of content needs way different metrics
![Page 8: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/8.jpg)
Key metrics we have chosen
Attention Time Spent per Reader
Virality
Engagement ScoreCombined and weighted:
Virality, ATS and Commentability
![Page 9: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/9.jpg)
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
![Page 10: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/10.jpg)
For news time is crucial - we want to spread the most viral news as soon as possible
![Page 11: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/11.jpg)
TOP 5 sections:Attention Time per Reader
News 313sSociety 294sPolitics 283sEconomy 280sScience 280s
![Page 12: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/12.jpg)
TOP 5 sections:Virality
Coffee 79Sport 59TV 49Life 43Technology 43
![Page 13: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/13.jpg)
TOP 5 sections:Engagement Score
Forum 2,054TV 784News 762Sport 614Caffee 614
![Page 14: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/14.jpg)
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
![Page 15: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/15.jpg)
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
![Page 16: Digital news publishing: Increasing content consumption and distribution on social platforms](https://reader031.vdocuments.us/reader031/viewer/2022022203/5877653d1a28ab4e4f8b7a11/html5/thumbnails/16.jpg)
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