“La muerte de la Home: el desafío de los medios de comunicación frente a Facebook y Twitter”
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Transcript of “La muerte de la Home: el desafío de los medios de comunicación frente a Facebook y Twitter”
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ADRIAN BONO
Nuevo desafío para los medios:La Muerte del Homepage
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#SMdayBAAdrian Bono
NEW POWER PLAYERS IN A NEW AGE
MEDIA MILLENNIALS SOCIAL MEDIA
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#SMdayBAAdrian Bono
RISE OF THE MILLENNIALS• 18 to 35 years old• Highly connected• Do not trust advertising,
traditional media or claims of objectivity
• Don’t watch TV news• More socially progressive• Still eager to be informed• Very active on social
media• Prefer shorter,
explanatory articles and customized news
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#SMdayBAAdrian Bono
• HOMEPAGE ERA: We started in a world where people navigated to a homepage, clicked on links and found stories.
• SEO ERA: Then we moved to an SEO-driven world, where traffic started coming through side-door or from the side via search.
• SOCIAL MEDIA ERA: Word of mouth recommendation via Facebook and Twitter is a massive traffic driver.
NEWS IN THE DIGITAL AGE
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SLOW DECLINE OF THE HOMEPAGE
• Between 2011 and 2013 the NYT lost 80 million homepage visitors. • People no longer go to the the homepage of a site. • Homepages reflect the values of the institution, while Facebook and Twitter
reflect the interests of individual readers. • You used to go to the news, now thanks to social media the news come to you. • Same phenomenon happening with apps (HP replica).
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#SMdayBAAdrian Bono
Source: Reuters Institute for the Study of Journalism
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#SMdayBAAdrian Bono
• ON AVERAGE, 41% USE FACEBOOK FOR NEWS EACH WEEK• FACEBOOK REFERRALS TO TOP NEWS SITES HAVE GROWN 42% IN A YEAR.
Source: Reuters Institute for the Study of Journalism
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LONG LIVE THE REFERRALS
This is why BuzzFeed never really cared about its homepage and why it’s considered areal competitor by the New York Times.
For BuzzFeed, social media was a godsend. Between 03/12 and 03/14 FB referrals went from60M to 240M. On TW, on the same period, they went from 16M to 32M.
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#SMdayBAAdrian Bono
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PULL MEDIA VS. PUSH MEDIA
PULL MEDIA:• Homepages, section fronts and apps• Rely on readers actively requesting them
PUSH MEDIA:• Status updates and news articles on your timeline• They come to you and find you.• Media outlets that don’t do this are hardly found at all.
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PULL MEDIA vs. PUSH MEDIA
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#SMdayBAAdrian Bono
NEW CHALLENGES FOR THE HOMEPAGE
• New platforms: Facebook Instant Articles, Apple News, Snapchat Discover, Whatsapp.
• Ad Blockers on desktop and mobile (iOS and Android)
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INCREASING COMPLEXITY OF MEDIA ECOSYSTEM
Source: Reuters Institute for the Study of Journalism
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#SMdayBAAdrian Bono
INCREASING COMPLEXITY OF MEDIA ECOSYSTEM
Source: Reuters Institute for the Study of Journalism
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#SMdayBAAdrian Bono
• Individual news apps and individual news brands aren’t the primary point of contacts with news anymore.
• They are raw material. The homepage is becoming how power users find the content to share with your casual users.
• The potential benefits remain mostly undiscovered.
SO… IS THE HOMEPAGE DEAD?
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#SMdayBAAdrian Bono
NOW IS THE TIME FOR EXPERIMENTATION
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“IT’S NOT DEAD, IT’S JUST RESTING. IT WOULD BE CRAZY TO LET IT DIE”- Ezra Klein, Editor in Chief of Vox
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THE END