msnbc’s big picture
Post on 16-Jan-2016
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MSNBC’s Big Picture
Michael SilbermanDeputy Editor, East Coast
Why Big Picture?
Immersive, narrative-based, interactive story-telling
Engage the user
Create new story-telling forms
Encourage internal creative thinking
An evolution from earlier narrative forms
Key Attributes
Control
Depth
Introspection/Interaction
Community
Comprehension
ControlClear, exposed navigation divides the content into smaller topics
Viewers can skip to portions of interest and/or replay parts
Tips• Use as a standard feature of any interactive story• Try text that looks clickable (underlined)• Add recognizable visual cues; some people remember icons or images
better than words
Examples
Big Picture left-side rundown: http://www.msnbc.com/modules/bigpicture/iraq/
Driving vacations: http://www.msnbc.com/modules/summer_driving/decades/
Darkest Day: http://www.msnbc.com/modules/wtc_terror_experience/
DepthSaves presentation space
Puts context directly where it is most relevant
TipsOpt-out – where the presentation stops until the user makes a choice
• Exposes additional information• Disrupts story line
Opt-in – asking follow-up questions or pausing to launch a slideshow• Provides a smooth transition to more information• Easily missed
Supplemental – such as factoids appearing in sequence with video• Provides clarification• Can be distracting
Examples:
Big Picture: http://www.msnbc.com/modules/bigpicture/iraq/
Driving vacations: http://www.msnbc.com/modules/summer_driving/decades/
IntrospectionDirectly challenge the audience to think about an issue
Voting/polling prompts people to express themselves
TipsPlacement driven by purpose
• Consider the facts first? Put it at the end.• Disprove the viewer’s notions? Put it at the beginning.• Taking the audience’s pulse? It becomes the segment.
Dissect an issue into many smaller points requiring ‘yes’, ‘no’, and ‘unsure’• Broad vote topics elicit more gut reaction
Decide whether to show the results before, during or after a vote• Consider the impact results will have on the viewer
ExamplesBig Picture: Iraq http://www.msnbc.com/modules/bigpicture/iraq/
Big Picture: Election http://www.msnbc.com/modules/bigpicture/elex/
CommunityConnects viewers with the story
Audience is part of the presentation by leaving their mark or interacting with each other
Tips• Include a ‘write-us’ and ‘e-mail this’ button somewhere that’s clearly
visible during the entire presentation• Read viewer e-mail• Consider soliciting viewer opinions and then using them in the piece
Examples
Big Picture: Iraq http://www.msnbc.com/modules/bigpicture/iraq/
StrikeOut! http://www.msnbc.com/modules/sports/pitchinggame/
ComprehensionThe active, involved viewer is more likely to retain information than the passive
viewer
Active = listening, reading and making connections
Tips• With complicated issues, emphasize key phrases with text in synch
with audio• Add third-party analysis where appropriate to give the viewer
perspective• Break up audio tracks with short pauses, sound bites or sound effects• Ask viewers to perform tasks that teach
ExamplesEnron 101: http://www.msnbc.com/modules/enron/
Conflict with Iraq: http://www.msnbc.com/modules/iraqmain/
Baggage screener: http://www.msnbc.com/modules/airport_security/screener/
Our Latest Effort – Oscars v2
Intro on the launch page
Multiple entry points
Larger window size
Re-order playlist
Related info box (persistent vs. transient)
Hide option
Eliminated “save for later”
User Engagement – time spent
< 1 min, 30%
1-4 min, 32%
5-9 min, 22%
10-14 min, 6%
15+ min, 10%
User Engagement: segments viewed
1 Segment, 52%
2 Segments, 21%
3-8 Segments,
21%
All Segments,
6%
48% stayed through the ad
User Engagement: time in segment
1-20%, 30%
21-99%, 36%
100%, 34%
Entry points
52%
11%
29%
8%
143257698
0%10%11%20%9%8%4%5%11%
Segment popularity
Popularity Interaction
Used playlist: 52%Changed order: 15%
Sentcomment: < 1%
Used related info: 14%
Used hidefor guide: 24%
Try it out yourself
http://bigpicture.msnbc.com
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