Community Activation Strategy

Agenda
Objective Widget Overview Design Breakdown Functional Features Hosting and Platform options Activation Overview Owned Media Strategy Bought Media Strategy Earned Media Strategy Artist Promotions YouCast Activation Capabilities Social network application integration Promotional Launch Timeline 3 4 -8 9 10

11-14 15 16,17 21 22 23

Objective
Create viral, interactive media that connects offline and online content elements and activates the NYPOST readership community.

This media delivers: Increased traffic to NYPOST.com and affiliated properties In Widget Advertising Additional sponsorship opportunities  Integration into the social graph

Widget Overview
Design Breakdown
Much like the print and online publication, this syndicated widget is broken down into distinct sections that are meant mimic the experience of reading the morning paper, every time a user logs on to their social networking pages.

News

Sports

Business

Video

Gossip

Blogs

Promo
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Design Breakdown
News/Front page

Widget Overview
View the active widget: http://www.mixercast.com/apps/custom/nypost1/deploy.html

Sports Section Features:

Video Sports News Breaking News Gossip News

Features:
Sports Stories Sports Blogs

Design Breakdown
Business Section

Widget Overview
View the active widget : http://www.mixercast.com/apps/custom/nypost1/deploy.html

Gossip Section

Features:
MarketWatch Chart Featured Columnists Business Stories

Features:
Page Six Columns Celebrity Photos Gossip Stories Horoscope

Design Breakdown
Blog Section

Widget Overview
View the active widget: http://www.mixercast.com/apps/custom/nypost1/deploy.html

Video Section

Features:
Featured Blogs Blog of the Day Feed

Features:
Up to the minute video feed Navigation bar to view past videos

Design Breakdown

Widget Overview
Promotions Section - Consists of 4 monthly promotions aimed at increasing connectivity with widget users, driving distribution, and building the NYPOST Brand. (NYPOST Promotion #1)

(Custom Branded Header)

(YouCast Promotion #1)

(NYPOST Promotion #2)

(YouCast Promotion #2) (Custom Branded Footer)

Functional Elements
Functionality includes: Grab button to make posting the widget second nature

Widget Overview
The widget is equipped with functional elements that increase viral distribution and provide a more natural user experience. (Video rollover)

Email button for friends to send the widget to one another's email  Rollover video/Photo functionality Link out functionality (Link out text) (Grab/email features)
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Hosting and Platform Options

Hosting issues MixerCast

Widget Overview
YouCast
Who owns the code?
MixerCast owns the source code, NYPost owns the content Bound to MixerCast to make changes NYPost fully owns the code also

Who updates?

Most content set up to be dynamic (NYPost can update in xml feed). YouCast can maintain as needed Flexibility to serve ads in. Code is also more flexible to allow future integration NYPost can host it independently N/A

Ad serving

Not easy to swap assets or implement ads MixerCast necessarily involved in hosting Can't move away from MixerCast down the road without losing embeds

Hosting Losing Embeds

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Activation Strategy Owned Media

To engage the current NYPOST print readership and ignite interactivity between the NYPOSTs online communities, YouCasts strategy involves utilizing properties owned by the NYPOST Key NYPOST Communities: NYPOST Print Paper  NYPOST.com NYPost Newsletter Affiliated NYPOST Blogs

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Activation Strategy Owned Media

On NYPost.com: Placement on Homepage (can replace current widget in the upper right hand) Prominent placement on the Widgets landing page http://www.nypost.com/widgets/ Inclusion of the widget link in the top and bottom navigation bar House ads directing users to the widget landing page

(Example: Top Navigation)

(Example: Homepage Placement )

(Example: (Example: Bottom House Ad) Navigation)

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Activation Strategy Owned Media

In NYPOST Print Edition: House ads around initial widget launch Ads around the specific promotions Ex: Promotions directing users to the widget online Featured Blog placement New this month in the NYPOST interactive ad listing all the new promotions found in the widget each month

(Examples: Print House Ads)

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Activation Strategy Owned Media

On Affiliated blogs: Blog Post Banner Ad Integration above the blog feed Placement in Newsletter : Html Widget in body text copy - Feature Link included to the widget in all subsequent Newsletters Link included in newsletter sign up

(Example: Affiliated blogBanner ad) (Example: Newsletter sign up)

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Activation Strategy Bought Media

To reach the maximum audience online, YouCast plans and facilitates targeted media buys. Initial recommendations include the following groups.
Start Pages Integrate into homepage customization sites such as igoogle, Yahoo, Netvibes, and Pageflake Social Networks CPI or Cost-Per-Install campaigns in Facebook as well as open social platforms. Blog Networks Build grassroots awareness through ads and featured placement across blogger networks like Glam and Blogher. Portals and Ad Networks Online display advertising on portals (EX: Yahoo, Google) and ad networks (EX:________)

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Activation Strategy Earned Media

Artist Promotions: Partnering with Major artists for promotion leverages that artists power of referral, reaches into their community of fans, and drives distribution through a variety of platforms.
Including:  Artist page placement Artist profiles Facebook MySpace Other Social networking sites Inclusion in Artist bulletins and mailing lists Artist messaging to Grab and embed the NYPOST on your page To stay updated

(Example: Artist bulletin)

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(Example: Artist page placement)

Activation Strategy Earned Media

Artist Promotions Concepts: During the initial launch, artist promotions consist primarily of distributing free mp3s. Promotions can evolve into exclusive widget video premiers, interviews, backstage footage, etc. Current Target Artists
Fergie Kanye West The Veronicas Chris Cornell Common Darius Rucker Jessica Simpson Lisa Loeb Colbie Caillat Natasha Bedingfield Madonna Busta Rhymes Keyshia Cole Matt White Michael Cavanaugh Shontelle Ashanti Vanessa Carlton John Legend Dylan Connor Ben Folds Mark Bryan Bon Jovi Amerie Kid Rock Jason Mraz

(Example: Artist Promotion Wrapper)

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Activation Strategy Earned Media

Blogs and Forums: YouCast brings the power of blogs and forums to the NYPOST through custom targeting, outreach, and placement to engage relevant online communities in interacting with and posting the widget virally.

Social Networks & Applications 40+ consumer-facing online

communities. 200MM+ Registered Users.

Influencer Media Network

2,000+ blogs, forums, communities 25MM+ fans of pop culture, music and

lifestyle
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Target Blog Communities: NYC centric Music Sports Pop Culture Celebrity Fashion Urban Artist Nightlife Entertainment Political Tastemakers

BLOGS Blogs Sample Target

Site Name EXPN MMA Junkie Straight to the Bar Surfers Village Basketbawful Sportable Foul Balls Buzz Grinder Absolute Punk Idolator The Neu Black Fashion Beans She Knows Best Overthinking It High Snobiety Freshness Josh Spear CtotheJL Need Coffee Mike's Blender Play Feed Digital Battle 4 Color Rebellion Loot Ninja Holy Taco Hipster Runoff Zatz Not Funny! Belch Speak Healthbolt Male Pattern fitness URL http://expn.go.com/expn/index http://mmajunkie.com http://www.straighttothebar.com http://www.surfersvillage.com http://basketbawful.blogspot.com http://www.sportable.com http://www.foulballs.net http://www.buzzgrinder.com http://www.absolutepunk.net/index.php http://idolator.com http://www.neublack.com http://www.fashionbeans.com http://www.sheknowsbest.com http://www.overthinkingit.com http://www.highsnobiety.com http://www.freshnessmag.com/v4 http://joshspear.com http://ctothejl.com http://www.needcoffee.com http://www.mikesblender.com http://games.gearlive.com http://www.digitalbattle.com http://www.4colorrebellion.com http://loot-ninja.com http://www.holytaco.com http://www.hipsterrunoff.com http://www.zatznotfunny.com http://www.belch.com/blog http://www.healthbolt.net http://www.malepatternfitness.com Reach 37,344 387,800 11,700 21,100 2,200 19,700 8,600 11,000 128,700 105,300 22,000 2,000 44,600 16,500 37,100 21,500 24,800 31,800 19,100 3,000 16,000 44,000 12,600 36,100 283,600 62,400 9,300 6,500 25,400 4,000 Demographic Mixed; 12-34 years Males; 18-34 years Males; 18-49 years Males; 18-49 years Males; 18-34 years Males; 12-49 years Males; 18-49 years Mixed; 12-34 years Mixed; 12-34 years Mixed; 18-34 years Mixed; 18-49 years Males; 18-34 years Males; 18-49 years Males; Males; 18-34 years Males; 12-34 years Mixed; 18-34 years Males; 12-34 years Mixed; 18-49 years Males; Males; 12-34 years Males; 12-34 years Mixed; 12-34 years Males; 12-34 years Males; 18-34 years Males; 18-34 years Males; 18-49 years Males; 12-49 years Mixed; 18-49 years Site Category Sports Sports Sports Sports Sports Sports Sports Music Music Music Art Fashion Fashion Pop Culture Pop Culture Pop Culture Lifestyle Lifestyle Lifestyle Lifestyle Games Games Games Games Humor Humor Humor Humor Health Health

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ForumsForums Sample Target

Site Name eBaum's World Cracked The Game Josh 3D Game Forum Game Hourz Sports in a Can Boarding Scene Skull and Bones Skateboards Sneaker Files Football Boards Bombing Science: Graffiti Forums Graffiti Spot Style Forum Autopia NASIOC URL http://forum.ebaumsworld.com http://www.cracked.com/forums http://www.thegameforum.com http://www.josh3d.com/gh/forum http://www.gameforum.net http://www.gamehourz.com http://www.sportsinacan.com http://www.boardingscene.com http://www.skullandbonesskateboards.com/forums http://www.sneakerfiles.com/forum/skate-shop http://www.footballboards.com http://www.bombingscience.com/graffitiforum http://www.graffitispot.com/forum http://www.styleforum.net http://www.autopia.org http://forums.nasioc.com Reach 170300 50000 49000 2000 2000 9700 2000 6000 2900 269000 3000 40000 9000 40500 82800 47300 Demographic Males; 18-34 years Males; 18-34 years Males; 12-34 years Males; 18-34 years Males; 12-34 years Males; 12-34 years Males; 18-34 years Males; 18-34 years Males; 18-34 years Mixed; 12-34 years Males; 12-34 years Males; 18-34 years Males; 18-34 years Males; 18-34 years Males; 18-49 years Males; 18-34 years Site Category Humor Humor Games Games Games Games Sports Sports Sports Sports Sports Art Art Fashion Cars Cars Board Sports Skating Skating Football Graffiti Graffiti Mens Fashion Subaru All Video Games Guitar Hero / Rock Band All Video Games All Video Games Site Sub-Category

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Activation Strategy Earned Media

NY Post as a Social Network Application: The NYPOST widget is an application on Facebook and open social networks which maximizes the viral spread.

News Feed: Each time a user installs the New York Post application, the message X has installed the NYPOST application is broadcast in that users news feed.

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Promotional Launch Timeline

January
1/2 - Final design goes into development 1/2 - Real estate in NY post and NYPost.com finalized 1/6 - Artist one-sheet submitted 1/8 - Artist one sheet finalized 1/14 Media Plan Submitted (Bought Media) 1/16 Feb. artist promos secured 1/19 - Blog co-promotion finalized 1/20 Media Plan Approved (Bought Media) 1/21- Influencer outreach target list provided for review 1/23 - Blog messaging submitted 1/28 - Blog messaging approved

Activation Strategy
February
2/2 Launch 2/16 - March artist promos secured 2/19 March blog co-promotion finalized

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