How Conde Nast Traveler Capitalized on a New Platform Strategy at DPS, 9/19/14
•
0 likes•1,188 views
Pilar Guzman from Conde Nast Traveler's presentation from Digiday Publishing Summit on September 19, 2014.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (10)
Similar to How Conde Nast Traveler Capitalized on a New Platform Strategy at DPS, 9/19/14
Similar to How Conde Nast Traveler Capitalized on a New Platform Strategy at DPS, 9/19/14 (20)
More from Digiday
More from Digiday (20)
Recently uploaded
Recently uploaded (20)
How Conde Nast Traveler Capitalized on a New Platform Strategy at DPS, 9/19/14
- 2. Content is still king
- 3. We are all just competing for eyeballs, clicks, likes, emoticons… and the way to people’s hearts changes depending on what device their on, what mood their in, how much time they have, whether they are dreaming or doing
- 4. Social media has turned editorial conventions on their head
- 7. Capturing the Authentic vs. Staged Approximation and elevating it...
- 12. Get them to look twice, click by changing the lens
- 19. NARROW THE UNIVERSE THE NEW CNTRAVELER.COM
- 20. ORGANIZED BY PASSION POINTS
- 21. THE NEW GLOBAL IS THE HYPER-LOCAL
- 22. Ultimate Badge of Honor is Cultural Fluency CNTRAVELER.COM: AT HOME IN THE WORLD
- 23. Launched Large-Scale Influencer Platform
- 24. Build Scale with Contributors who have developed their own audience, platform and following, but also share our sensibility Total CNTraveler Contributor Network Reach: 8.4 Million+
- 25. Total CNTraveler Contributor Network Reach: 8.4 Million+
- 26. In the past year, CNT’s Social Platforms have experienced EXPONENTIAL GROWTH
- 27. Headline Goes Here CNT AND BLOGGERS WORK TOGETHER TO GENERATE CONTENT ON TRAVELER BLOGGERS PROMOTE CNT CONTENT ON THEIR OWN SITES SOCIAL DRIVES TRAFFIC BACK TO CNT, INSPIRES IDEAS TRAFFIC TO BLOGGERS’ OWN SITES GROWS FROM CNT AND SOCIAL LINKS BLOGGERS PROMOTE CNT CONTENT ACROSS THEIR SOCIAL CHANNELS
- 28. Traffic Sources Breakdown CURRENT PROJECTED Social Search Direct / Newsletter /Partnerships Other 6% 40% 25% 29% Social Search Newsletter Direct / Other Partnerships 50% 20% 12% 10% 8%
- 29. Edit Sales Tech Analy2cs Social media opCmizaCon Ad producCon (naCve, social, concept development) UI opCmizaCon, personalizaCon etc. Ad product innovaCon Evolved Culture
- 30. Evolved Strategy Social Search Newsletter Direct / Other Partnerships 50% 20% 12% 10% 8% - ! 1,000,000 ! 2,000,000 ! 3,000,000 ! 4,000,000 ! 5,000,000 ! 6,000,000 ! 7,000,000 ! 8,000,000 ! 9,000,000 ! 10,000,000 ! 11,000,000 ! 12,000,000 ! 13,000,000 ! 14,000,000 ! 15,000,000 ! Feb-12! Apr-12! Jun-12! Aug-12! Oct-12! Dec-12! Feb-13! Apr-13! Jun-13! Aug-13! Oct-13! Dec-13! Feb-14! Apr-14! Jun-14! Aug-14! Oct-14! Dec-14! Feb-15! Apr-15! Jun-15! Aug-15! Oct-15! Dec-15! Feb-16! Apr-16! Uniques Pageviews - ! 20,000,000 ! 40,000,000 ! 60,000,000 ! 80,000,000 ! 100,000,000 ! 120,000,000 ! Feb-12! Apr-12! Jun-12! Aug-12! Oct-12! Dec-12! Feb-13! Apr-13! Jun-13! Aug-13! Oct-13! Dec-13! Feb-14! Apr-14! Jun-14! Aug-14! Oct-14! Dec-14! Feb-15! Apr-15! Jun-15! Aug-15! Oct-15! Dec-15!
- 31. KEY TAKEAWAYS • Build a network of like-minded influencers. Don’t just go for biggest social audiences. • Let the analytics figure prominently into editorial vision • Evolve your visual language long before its expiration date