Download - Ice dec06-02-christina
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viDeo is mAgic?
Christina LoDeputy Editor in Chief, Appledaily
viDeo iS maGic?
http://bit.ly/2013-inculab-appledaily
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We took this jump 5 years ago...
viDeo iS maGic?
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Discovery of what works best...
★ Video Curation of other news sources
viDeo iS maGic?
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Video homepage
Article homepage
Video enhance audience engagement❖ Increase time spent on site
viDeo iS maGic?
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viDeo iS maGic?Digital traffic regains more than what print has lost
13 Nov 2013
Total Views (Yesterday)
Average Daily Unique Users (Last Month)
Today views (Till 13:10)
Print Circulation
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viDeo iS maGic?
Digital traffic regains more than what print has lost
Android iPhone
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viDeo iS maGic?
Digital traffic regains more than what print has lost❖ Increase traffic enormously
~12M video views daily
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Traffic brings REVENUE
viDeo iS maGic?
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… but we have a very humble start...
viDeo iS maGic?
❖Start Small
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New staff at start:
❖ 6 video editors❖ 1 animation producer
❖Start Small
viDeo iS maGic?
Print staff:❖ 2 - 3 reporters per news department → inhouse writers❖ Photographer = Cameraman
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Repackage print contents to video product
★ Focus on storytelling and Video Editing skills
★ keep video short with add music
viDeo iS maGic?
❖Start Small
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viDeo iS maGic?
❖Start Small
Day 1 … disappointing
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viDeo iS maGic?
❖Start Small
Day 7 … even worse -_-’
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viDeo iS maGic?
★ Exclusive news boosts up traffic enormously!
June 4Top 1 video views:
39,967
Bride-to-be died during slimming surgery
Discovery of what works best...
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viDeo iS maGic?
★ Exclusive news boosts up traffic enormously!
Discovery of what works best...
June 5Top 1 video views:
298,820
7.5 times increase in traffic!
Actress gave birth to Richard Li's first son
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Discovery of what works best...
viDeo iS maGic?
Starbucks using public toilet water to make coffee
★ Exclusive news This still works now!
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Discovery of what works best...
viDeo iS maGic?
★ Positive news
18 men lift up minibus to save woman beneath
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Discovery of what works best...
viDeo iS maGic?
★ Mini feature series
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Discovery of what works best...
viDeo iS maGic?
★ Good showcase for title sponsorship
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viDeo iS maGic?
Discovery of what works best...★ Entertainment & Sports
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Discovery of what works best...
★ Science and Gadgets
viDeo iS maGic?
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Discovery of what works best...
★ Science and Gadgets
viDeo iS maGic?
Top 1 videoOnline only
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Discovery of what works best...
★ Funny and weird news
viDeo iS maGic?
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Drive both traffic & Ads revenue
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Discovery of what works best...
viDeo iS maGic?
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Building Credibility
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Discovery of what works best...
viDeo iS maGic?
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viDeo iS maGic?
Decentralization
increase video
inventory
key digital people to lead instant news expansion in print depts
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from paper Portal
viDeo iS maGic?
paper Portalfrom Story Channels to News
Talkshow LiveGame
★ Content beyond printed newspaper
★ Plan ahead
★ Build showcases
News
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Editorial + BD + IT
viDeo iS maGic?
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Case Study - The Arctic Campaign
● Cross Platforms
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Canon as our gear and title sponsor.
Business Sponsorship
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● 5-day print coverage
● 1-month online campaign>100 video stories
>10M video views>36K fb likes
Case Study - The Arctic Campaign
● Cross Platforms
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Visual creativity to enhance audience experience● 6 Special arctic animal cartoons created and animated to build program identity.
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● Animations are developed into daily weather reports
Visual creativity to enhance audience experience
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This showcase succeeds to bring more sponsored content campaign
Learn more about the arctic project : http://bit.ly/arctic-appledaily
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viDeo iS maGic?
70%
30%
Video Traffic
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Dare to make mistakes
… you will discover best practices on the way :)
P.S. make new mistakes...don’t repeat; could be deadly *_*
Key learning...
viDeo iS maGic?
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miSsion iMpOssiBle
viDeo iS maGic?
Thank you :)
http://bit.ly/2013-inculab-appledaily