MSNBC’s Big Picture

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MSNBC’s Big Picture Michael Silberman Deputy Editor, East Coast

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MSNBC’s Big Picture. Michael Silberman Deputy 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 - PowerPoint PPT Presentation

Transcript of MSNBC’s Big Picture

Page 1: MSNBC’s Big Picture

MSNBC’s Big Picture

Michael SilbermanDeputy Editor, East Coast

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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

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Key Attributes

Control

Depth

Introspection/Interaction

Community

Comprehension

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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/

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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/

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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/

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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/

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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/

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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”

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User Engagement – time spent

< 1 min, 30%

1-4 min, 32%

5-9 min, 22%

10-14 min, 6%

15+ min, 10%

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User Engagement: segments viewed

1 Segment, 52%

2 Segments, 21%

3-8 Segments,

21%

All Segments,

6%

48% stayed through the ad

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User Engagement: time in segment

1-20%, 30%

21-99%, 36%

100%, 34%

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Entry points

52%

11%

29%

8%

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0%10%11%20%9%8%4%5%11%

Segment popularity

Popularity Interaction

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Used playlist: 52%Changed order: 15%

Sentcomment: < 1%

Used related info: 14%

Used hidefor guide: 24%

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Try it out yourself

http://bigpicture.msnbc.com