2017 - world association of newspapers and news...
TRANSCRIPT
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2017
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2017
A MULTI-PLATFORM DIGITAL MEDIA company
for MILLENNIALS and Gen Z in INDONESIA
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News & Entertainment Portal- News - Hype - Business - Travel- Sport - Health- Food- Community
Female-focused Portal- Fashion- Beauty- Career- Relationship
Creator Marketing Agency- Fashion - Beauty - Music - Comedy- Lifestyle - Food- Travel - Parenthood
Event Agency- BeautyFest Asia- IDN CreativeFest- IDN Soundscape- Yummy Culinary Festival- Custom Event
Digital Agency- Portal Management- Online Activation (Competition)- Content Creation- Social Media Management
Video Production House- Short-form News Video- Food Tutorial- Social Experiment- Custom Video
Food-focused Portal- Recipe- Cooking Tutorial- Culinary Exploration
An ever-expandingA network of digital channels built aroundMillennials and Gen-Z passions. IDN Mediaorganizes these interests into categories,
anchored by the IDN Media verticals.
60s News Video Channel- Breaking News- Unique News
Millennial Mom Portal- Pregnancy- Baby- Toddler- Parenting- Lifestyle
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THE VOICE OF MILLENNIALS AND GEN-Z Made for and by
Millennials and Gen-Z
45Monthly unique audience across all IDN Media operated channels
million
30Monthly contentshares/engagement
million
900Monthly content views across all IDN Media operated channels
million
55Monthly video views for IDN TV
million37k
IDN Times Communitymembers/writers
125Monthly website pageviews for IDN Timesand Popbela.com
million
5%27%
15%
53%
12 - 17 y.o
18 - 24 y.o
25 - 34 y.o
35+ y.o
Age
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OUR JOURNEYThe Future of Media
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Mobile-only
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2. Multi platform
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3. Interactive
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“A viral content is a combination between art and science”
2017
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Content
Pre-Writing Writing Post-Writing
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Content
Understand Audience Behavior
Choose the Right Topic
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Content
Understand Audience Behavior
ENTERTAINMENT USEFULNESS INVOLVEMENT
PERSONAL BRANDING
IDENTITY (IT’S SO ME!)
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Content
Understand Audience Behavior
ENTERTAINMENT USEFULNESS INVOLVEMENT
PERSONAL BRANDING
IDENTITY (IT’S SO ME!)
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Content
Understand Audience Behavior
● Social Currency● Trigger● Emotion● Public● Practical Values● Story
Source: Jonah Berger “Contagious” via NewsCred
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Content
Understand Audience Behavior
● Social Currency - Will this make me look good?
● Trigger - Is it relevant to me?
● Emotion - Why should I care?
● Public - Are others sharing as well? (Conformity)
● Practical Values - Will it be useful to others?
● Story - Is the content interesting enough to share?
Source: Jonah Berger “Contagious” via NewsCred
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Content
Understand Audience Behavior
● Age group● Gender● Location● Education● Interest● Social status● Behavior● Income● Occupation
Choose the right topic
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“Never say thatyou are writing for everyone.
Always pick a specific audience”
2017
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Content
Understand Audience Behavior
Choose the Right Topic
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Content
Headlines Pictures
Content
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What makes a viral headline?
2017
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Content
Headlines
- Amusing- Surprising- Heartwarming- Inspiring- Shocking- Warning
- List post- Quiz- Story- Curated- Research Report
- How to.. - “Complete Guide To”- Practical Tips- Improve Your
- Trending Topic- Health- Animals- Love- Babies- Health
FORMATEMOTION TOPICPROMISE
90% Rule
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Content
Headlines Pictures
Content
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Content
Choose the right
distribution channel
Analyze and adjust
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Content
Every distribution channel is different, and should be treated differently
● Website● Apps● Facebook● Messaging Apps (LINE, Whatsapp)● Email● SEO● News Aggregator● Instagram
Distribution Channel
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“There is no single formula for a viral article. What works for us may not
work for you, and otherwise.”
2017
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“Never stop testing,never stop experimenting, and never stop learning.”
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THANK YOU