This document discusses the transformation of traditional media in the age of social media. It outlines how media companies are making their content more social and accessible across multiple platforms by engaging users to generate content, having conversational brand presences, and distributing content everywhere through partnerships and applications. Traditional broadcasters are striving to be more like trusted brands on social media by having large numbers of likes and followers. The future of media involves making high quality content accessible everywhere through various connected devices.

1. Media Transformation
in the age of social

2. Overview
 Looking backward
 The Geosocial Universe
 Can traditional media be social?
 Relevance of trusted content to brands
 Looking beyond 2011

4. Industry performance
US$275,
Week
of
6
Dec
1999
Dot
Com
Bubble:
20
Mar
2000

5. Industry performance
Google
shares
+438%
since
Aug
2004

6. Traditional media (1998-2005)
Web 1.0: Creating a footprint

8. 75% of TV will be
online
“People don’t think of TV anymore, they just
think of video.”
-Comcast Interactive Media VP Matt Strauss

10. Sohaib Athar, IT Consultant, documented in real time the Bin Laden compound raid.
Keith Urbahn, former aid to Donald Rumsfeld, announces Bin Laden’s death on Twitter, one
hour before President Obama delivered his address to the nation of the news.

11. The Geosocial Universe
Brand/Media Communities
Brands ‘Likes’ Broadcast Media ‘Likes’
36M 6.0M
29M 3.1M
26M 2.3M
23M 1.7M
23M 1.4M
Source: Socialbakers.com, Facebook.com 13 Nov 2011

13. Is your brand
conversational?

14. Traditional media (2006-2011)
UGC / Citizen Journalism:
• Launched 2 Aug 2006
• Inspired by CNN Fan Zone

16. The new iReport
makes a promise:
Be part of the stories that
matter to you right now.

17. The new iReport
is three things:
1. The center of participation at CNN
2. The gold standard of citizen journalism
3. A social network for news

18. Traditional media (2006-2011)
‘Open Sourcing’ a media brand
• 360° initiative – online, on the ground, onair
• Ran for 2 years (2009, 2010)
• Focus on creativity and sharing
• Edugaming
• 341 schools involved
• Social media
• Bespoke app development
• 37,511 entries

19. Traditional media (2006-2011)
‘Socialization’ of media
CNNGo.com is Asia-Pacific’s
ultimate insider guide to the
region’s top travel and
lifestyle experiences.
• Eight key cities
• 4 languages
• Over 750 freelancers
• Audience: 24-46 years
• Business travelers, holiday
planners, backpackers, locals

20. CNNGo’s social arc
Travel
Industry
Mobile
Partnerships
Social
Networks/
Seeding/
Content Outreach
Partnerships
Content
+ SEO

21. CNNGo social: the ‘watercooler’ approach
• Mon-Fri: 4-5 daily wall posts, every 4 hrs
• Weekend: 3-4 daily wall posts
• Co-branded reader competitions
• “Gamified” posts – travel and food trivia
• Photo galleries
• Video segments (“The Streets of Hong
Kong / Singapore, etc”)
• Editorial live wall chats
• Constant experimentation

23. Facebook growth (Jan – Nov 2011)
130,000
Likes
AddiMon
of
polls,
photo
GoSydneyGo
2,700
Likes
galleries
Launch
(June)
As of 21 Nov 2011

24. Traditional media (2006-2011)
Integrated content sponsorship: CNNGo TV
Korean Air
• 12-month exclusive deal, 2nd year
• Exclusive sponsor of CNNGo TV
(onair + web + mobile)
• 30-minute show providing a unique
take on global destinations with
insider views of Asia cities and
beyond
• Dedicated TV page on CNNGo.com
• Social media awareness
• New episodes each month starting
2nd Wed of each month

25. Video
-­‐
CNNGO

26. Traditional media (2006-2011)
Content partnership:
“Cha-Ching Money-Smart Kids”
• Multi-country, multi-platform
• Focus on financial literacy for
children – ‘edutainment’
• Bespoke animated musical
cartoons
• Website + Flash games
• Mobile applications
• On the ground activations
• School/educator tie-ups

27. Looking beyond 2011

28. Content Everywhere
TV Everywhere
– 70 MM US homes have access to
Turner content
• PC, Connected TV, Tablet,
Smartphone
– Working with major carriers and
distribution partners to extend this
reach
• Verizon, Comcast, AT&T

29. Content Everywhere
Connected Device applications
– Casual gaming based on our popular
characters, titles and shows
• Ben 10
• Adult Swim
– CNN products
• News
• Travel and Lifestyle (CNNGo)

30. Summary
• Traditional media is transforming
• Engage/reward consumers for creating content
• Provide relevant, conversational content
• Make your content accessible across all
platforms – online, mobile, social, etc.
• Brands ‘Like’ trusted publishers/broadcasters

32. Thank You
twi1er.com/CNNGO
facebook.com/CNNGo.Asia