How The Breaking News Network supports campaigns for social good
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The Breaking News Network (TBNN.it) and its affiliated networks covering local topical news can amplify campaigns nationally across over 300 city news feeds, and create social engagement that no other national media network can do.
The Breaking News Network (“BNN”), established in 2009, is currently the largest and most comprehensive local news network in the world. From day one, the network has been dedicated to community service and social impact. The network curates over 18,000 community voices: local media, politicians, civic groups, nonprofits, performing arts organizations and community leaders, across 400 cities worldwide. The BNN combines community inclusivity with a no-advertising policy, resulting in local good will that no other ad-based media network has achieved in history.
BNN Networks is building a series of topical / niche local news networks across 100 major cities in the US and Canada covering topics of social and cultural impact not consistently reported within today’s cash strapped local news ecosystem.
ARTS — Local arts news
BLCK — Local African American community news
CHNG — Local news of social impact
CLMT — Local climate change news
FOOD — Local food news
IMMREF — Local immigration reform news
MSLM — Local Muslim community news
POLS — Local political news
RE — Local real estate and housing news
STRT — Local startup and tech news
Introducing BNN Campaigner
A service to spread the word of social good
What do we do?
We massively expose campaigns to millions on social media, across as many as 400 cities worldwide. Our campaign aren’t positioned as advertising. We optimize messaging, often as compelling “breaking news”, for virality in order to achieve engagement. The syndication effect is tantamount to one daily “Thunderclap” that harnesses hundreds of trusted local news feeds, many of which have been followed by local readers for over six years.
Who benefits?
BNN Campaigner is designed for brands, nonprofits, foundations, civic organizations, political movements, social enterprises, and academic institutions to dramatically increase their social media reach as a way to advance social progress. Our clients include major political organizations and foundations, independent publishers and filmmakers, and social entrepreneurs.
Efficacy
The unique feature of the BNN’s localized media campaigns is its ability to drive the message hyperlocally and granularly, where word of mouth can truly happen at the friends and family level.
According to recent research by BuzzFeed’s Jon Steinberg and StumbleUpon’s Jack Krawczyk:
Our data show that online sharing, even at viral scale, takes place through many small groups, not via the single status post or tweet of a few influencers. While influential people may be able to reach a wide audience, their impact is short-lived. Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinary people sharing with their friends.
Media Impact
Our campaigns have documented the following metrics over one month based on one daily post across news networks:
- Social reach: ~24,000,000
- Twitter impressions: ~1,000,000 — 1,200,000
- Engagement rates on Twitter: ~20,000–25,000
- Clickthrough rates on Facebook: ~5,000
Comparison with Twitter / Facebook ads
Twitter and Facebook ads are labeled “Promoted” advertising, while BNN Campaigner messages are organically syndicated from established non-spamming news feeds. According to SalesForce’s Ads Benchmark report in July, 2015, the average cost per engagement (“CPE”) on Twitter is $.45 , and on Facebook, the average cost per clickthrough (“CPC”) in the US is $.39. Extrapolating to the campaign averages above, the total monthly cost is estimated to total $11,000; $9,000 (20,000 Twitter CPEs at $.45) + ~ $2,000 (5,000 Facebook CPCs @ $.39). BNN Campaigner’s pricing consistently hits approximately $ .20 CPE, less than 50% of the Twitter CPE average, without the taint of being a “Promoted” story.
Comparison with Thunderclap
Excerpt: How BNN Funding is cracking the code on crowdfunding marketing
What makes your system more efficient than Thunderclap?
The difference is with Thunderclap, you need to wait a few weeks and badger others to register to participate in the campaign. And badgering others is simply using up social capital. No matter what people say, it’s best to save your social capital for better things. The BNN can unleash a campaign instantly with a social reach of over 600,000, more than the average Thunderclap without expending any personal social capital. And it can do it daily if needed.
Examples of Media Impact
Amplification of one tweet by @RAN, the Rainforest Action Network, by the BNN, and affiliate networks CHNG News, the social impact news network, and CLMT News, the climate change news network, yields over 500 RTs and 100 likes. The total social reach of this amplification is over 600,000.
Our coverage reports detail campaign metrics on a daily basis.
PR and Digital Marketing Agencies
Yes, we collaborate with agencies to develop massive marketing and cause related campaigns. bit.ly/BNNcampaigntf
