lessons learned from the front lines of mission-driven media

We Can Do It!

Lessons from the front lines of mission-

driven media.

attention

WAR

The landscape is shifting.

The landscape is shifting.

There’s a new frontpage

What does it take to get someone to see, click, read and share?

Source: Stratechery “Five-Thirty-Eight End Average”

Articles Consumed

Low QualityHigh Quality

Source: Stratechery “Five-Thirty-Eight End Average”

Articles Consumed

Low QualityHigh Quality

120 articles

2,900 websites

4 months of video

In 30 minutes…

(sources: Youtube, Netcraft, Chartbeat)

Purpose is a powerful motivator.

Lesson 1

Income Inequality

Human Rights

Climate Change

40000

Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy

40000

Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy

42x

Top 50 avgTop 50 Avg is 742

“to draw attention to something important.”

(sources: Newswhip February)

A Gorgeous Woman Shakes Her Body On Stage… And The Crowd Goes Wild

Never Before Have I Laughed So Hard At One Guy’s Non-Attempt To Save The Planet

Oscar Winner Lupita Nyongo’s Speech On beauty That Left An Entire Audience Speechless

(sources: Newswhip March)

Link to Video!http://www.upworthy.com/nailed-it-this-ad-calls-out-5-ridiculous-double-standards-women-face-in-less-than-60-seconds-2

2.8 Million

What is impact for Upworthy? ex: Pantene Double Standards

Watch/Read !

Like/Share !

Comment !

Awareness Actions !

Peop

le

2%56kTens of Millions 3.4M 315k ?

We use Attention Minutes to measure the overall impact. Actions are great when they happen, but our mission is attention.

Quality is more important than ever.

Lesson 2

Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy

4%

We do this with a modest volume of content

(Newswhip February)

Top 50 Avg is 7,145

(sources: Newswhip February)

Attention Minutes Tell A Bigger Truth About Quality

Interest Consumption Sharing

Link to Video!http://www.upworthy.com/a-gorgeous-woman-shakes-her-body-on-stage-and-the-crowd-goes-wild

Link to Video!http://www.upworthy.com/never-before-have-i-laughed-so-hard-at-one-guys-non-attempt-to-save-the-planet

Link to Video!http://www.upworthy.com/a-french-film-showing-men-what-being-a-woman-feels-like-kinda

French Documentary

Disabled Comedian

Sustainability Commercial

Color on Campus

Bully Poetry

A new barometer for content.Re

ader

s

Attention Minutes(sources: internal data)

A new barometer for content.Re

ader

s

Attention Minutes

12 minute French documentary on gender

roles with English sub-titles

7 minute cartoon on bullying with a slam

poetry voice-over

(sources: internal data)

You want to be people are.

Lesson 3

% timewith

(source: Mashable)

Tipping Point

Referral Traffic 2012 - 2013

Reach 200M

(source: Buzzfeed)

Visitors

New insights on distribution .

(source: internal data)

Attention Minutes

New insights on distribution .

(source: internal data)

80% Reach to Social Web

78%50M Total Readership

50M+

Big, rising groupof people who haven't given up on the world

7M Core Community

8M

27% loyalty

Embrace technologystay

Lesson 4

Headlines are this part

Curation is a Craft

Distribution is a Science

+3%

This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

!Zach died today. This is his beautiful story.

`Optimize everything.

+28%

This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

!Zach died today. This is his beautiful story.

This Kid Just Died. What he Left Behind Is Wonderful.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

`Optimize everything.

+69%

This Kid Just Died. What he Left Behind Is Amazing.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

!Zach died today. This is his beautiful story.

This Kid Just Died. What he Left Behind Is Wonderful.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

This Kid Just Died. What he Left Behind Is Wondtacular.!If you know you are gonna die before you turn 19, you might as well do this. RIP, Zach.

Early May Late May Sept Dec

Fox News

Upworthy

People

`Optimize everything.

The most memorable marketing is mission-driven.

Lesson 5

To buy products they have to connect to brands’ social values

80% Reach to Social Web

78%50M Total Readership

50M+7M Core Community

8M

O45% Entire Web

47%74% Total Readership

69%To buy products they have to connect to brands’ social values

77% Core Community

98%

1

a little

a lot

not at all

93%

Brand values make me care.

1

a little

a lot

not at all

98%

Brand values make me buy.

I will only recommend if brands’ values

reflect mine.

85%

(source: Google Consumer Surveys)

Skype delivered a message of connectedness and some serious owned & earned.

10k Likes

7.3k Shares

2.3 k Comm

30000

DuringAfter

247k Views

300000

+30%

+130%

+150%

+200%

(source: internal data)

Curation delivers the reach of healthy-sized website and fast learnings.18M

Unique Visitors

100M Social Reach

Millions of Attention Minutes

(source: internal data)

1. Purpose is a powerful motivator.

2. Quality is more important than ever.

3. You want to be where the people are.

4. Embrace technology, stay human.

5. The most memorable marketing is mission-driven.

You Can Do It!If you want to

stand out you

have to stand for something.