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Mobile and social media are leading the digital revolution and publishers need to adapt to survive. In this presentation, presented for The Alliance of Area Business Publishers, you'll find mobile trends and learn about digital natives, connected consumers and multi-screen behavior. You'll be presented with a digital content strategy framework (Content T.E.P.P.) as well as case studies to illustrate the key points.
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Mobile - a chance for a digital do-over
Claus Enevoldsen Next Issue Media
@cenevoldsen
linkedin.com/in/clausenevoldsen
What’s the last thing you touch before going to bed? • 91% U.S. residents have a mobile device within reach 24/7
http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/ http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html
• 79% of smartphone owners reach for it within 15 minutes of waking up
• 2/3 of U.S. mobile users have smartphones
• 1/3 of American homes have a tablet
http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html 2
“If you make a bad decision now, you’re just lazy”
3
- Jay Baer
Remember the good old days?
4 Source: Pew, http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html
1991
68%
56%
54%
0%
2012 Under 45
55%
33%
33%
30%
17%
50%
Preferred news source
5
§ Will increase page count by 50%
§ Making editorial changes to reflect an increasing digital industry
§ Upgrading Website
§ Introducing membership program
“The reality is that Ad Age is now a 24-hour news service online, around the world, and so we want to evolve the magazine with content better suited for the print medium.”
Allison Arden, Ad Age Publisher
§ 13% ad page drop year-over-year for B2B magazines
§ Absorbed BtoB Magazine last year
§ Print frequency reduced by 45%, dropping to 25 issues per year
http://www.foliomag.com/2014/ad-age-cuts-frequency-almost-half#.UtLOlGRDv98
§ 9.2% down in ad pages § Down from 42 to 29 issues
a year § Print revamped to include
The Cut, popular online spinoff
§ No layoffs announced
§ Hiring 15 new people on the digital side
§ Nymag.com grew traffic 19% in the last 8 months, 9M monthly uniques
http://blogs.hbr.org/2013/12/publishers-stop-crying-over-spilled-ink/ 6
The dilemma of two audiences, and why there’s no turning back
7
Digital Natives - Grown up in a digital age
(Millenials, Gen X)
- True Connected Consumers; extremely connected
- Media consumption pattern: digital only
- Ccross over from screen to screen seamlessly
- Share everything
- Not as concerned about privacy
- Audience of audiences
Digital Immigrants - Remember the days when TV,
Radio and Print ruled the day
- Learning quickly how to live in the “digital country”
- Learning by the Digital Natives
- Will continue to have an “accent”
- Motivation for being connected is different than the Digital Natives
8
It won’t be easy getting the attention of Connected Consumers
9
Social – what glues Connected Consumers together
10
Social IS mobile
11
Facebook accounts for more mobile minutes in the U.S. than “Youtube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn – combined.”
– Sheryl Sandberg, Facebook COO, 10/30/13
http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/
Social is pervasive
12 http://mashable.com/2013/04/12/social-media-demographic-breakdown/
Used by online adults: • Facebook: 67% • LinkedIn: 20% • Twitter: 16% • Pinterest: 15% • Instagram: 13% • Tumblr: 6%
Which demographic uses social media?
Social media serves as a pathway to news
13
Percent of U.S. adults who use each social networking site & percent of U.S. adult who get news from each social networking site
http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/
So what?
14
Mobile & Social is at the forefront of the Digital Revolution
15
• Both are mobile • Moving at different paces • Different interests & motivations
Digital Immigrants are less connected, less socially active
• Traditional media has a place
Media consumption behaviors have changed Digital Natives and Digital Immigrants
• Digital metabolism is high • Mobile is the 1st screen • Multi-screen world • Social is mobile is social • Everything is shared • Get news from social/mobile
Strategy
16
Leadership
Content T.E.P.P.
Leadership
17
§ You’re a Digital Immigrant - learn the language of the natives
§ Immerse yourself § Embrace change
18
Lead the charge
Case Study: Next Issue Media
19
20
The Situation
Printed Magazines
?
21
Made for consumption
22
“Lean Back”
Mobile Newspaper
Tablet Tablet
TV
Desktop
6:00am 10:00pm
5:00pm 9:00am
The Bet
§ People love the magazine experience…
§ We can make that experience better on tablets…
§ Print readers will migrate to digital…
§ And we will grow a new audience…
§ In fact, we think they will read more…
§ And most importantly, we believe people are willing to pay for it…
23
Incumbents Traditionally Suck At Disruption
24
Disruptors
Music Labels § Napster § Apple § Spotify
Newspapers
§ Huffington Post § Craigslist § LinkedIn § Etc.
Blockbuster § Netflix
Magazines § ??
Physical Era Digital Era Disruptors
25
Where’s the innovation?
26
Highest Value Premium content
§ Go where the readers are, not the long tail § Our 70 titles = 80% of circulation
Flat rate “All you can eat” pricing § High value, high discovery, high consumption proposition
A single, uniform magazine application
§ Reverse paradigm of single title “gated community” apps § Unlocks search, sharing and personalization across titles
Available on demand across all major tablets
§ IOS, Android/Kindle and Win8 (desktop and tablet) § U.S. & Canada
IS THAT ENOUGH?
Is Flipboard changing consumer behaviors?
27
Product Innovation
28
Personalization
Social Sharing
Search
Advertising
Are you ready to disrupt?
29
30
Type Environment
Pace Packaging
Content T.E.P.P.
Your Differentiator = Local Business
Your current audience The C-Suite, Digital Immigrants
You’ve got it covered!
Your new audience Mid-level, Young Professionals, Digital Natives Different place in life-cycle Interests: • Career advice • Leadership & Management • Tech news • Social media news • Entrepreneurship • Beyond local?
Type
31
§ What should be the pace of digital content versus print?
32
§ What situation is the user in when accessing content?
§ Where are they located, what are they trying to achieve?
§ What platform are they on (mobile, tablet, social)?
Pace Environment
33
§ Consider the environment and pace, how should you package the content?
§ What media elements are needed to make it compelling (copy, photo, video)?
§ What Digital Channels are needed to suit the package? - Web
- App
- Social
Packaging
Case Study: Forbes
34
Type Environment Pace Packaging
Digital Content model: More, More, More
35
§ Topic experts build their own individual publishing brand
§ 1,200 expert contributors live side-by-side with full-time staff reporters
§ Contributors can be part of an incentive plan tied to the size of their loyal audience
http://www.forbes.com/sites/lewisdvorkin/2014/01/10/inside-forbes-were-diving-into-the-era-of-news-streams-with-breakthrough-mobile-products/
BrandVoice – branded content
§ Marketers can publish content on Forbes.com through BrandVoice § Their posts are transparently labeled across print and digital
36
Mobile first design
§ Mobile first design: - The Era of News
Streams
§ 30% of total audience is from mobile
§ Tablet and smartphone traffic expected to hit 50% by end of 2014
37
Mobile: Rivers & Swipes, commenting, sharing
38
“Stream”
§ Creating it’s own mini social network” of readers
§ Allowing readers to save, share and discover visual content
§ Users can share to the public-facing Forbes “Stream” or to their own personal stream.
§ Allows readers to continue to share to other social media platforms (Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Evernote, Email)
§ Helps readers discover new content
39
Summary
40
• Targeting affluent business market
• Creating a premium community through quality and unique business content
• Targeting connected people in a multi-screen environment
• Easy to share and comment
• Easy to browse; instant experience
• Content is not compromised
• Optimized for both short and long breaks
• More, more, more
• 24/7
• Content from: • Staff • Bloggers • Brands • Users
(“Stream”)
• Web/Mobile: • Designed for
each screen • Packed with
slide shows and video
• Rivers & Swipes
• Lean-back: • Magazine app
with more interactivity, social “stream”
• Print with deep analysis
Environment Type Pace Packaging
It’s working for Forbes
§ 55% of ad revenue is digital
41 http://www.forbes.com/sites/lewisdvorkin/2013/12/16/inside-forbes-how-we-played-moneyball-in-2013-10-line-drives-and-10-we-fouled-off/
Case Study: Yahoo News Digest
42
Type Environment Pace Packaging
“A definitive summary of all the important, need-to-know news.”
§ Mimics newspapers with a curated, finite experience
§ Morning & Evening Editions
§ Each summary is presented with key information
§ Visually stunning and easy to use
43
“Atoms” “Atoms” based on algorithms and hand curation
44
Gamified Tracks stories read Rewards completion Countdown
45
Rivers and Swipes Wait, there’s more Swipe from story to story
46
Summary
47
• Targeting Connected Consumers with short attention spans
• Summary of all the important need-to-know stories with in-depth “Atoms”
• Content created for mobile only
• Easy to share and comment
• Easy to browse, instant experience
• Content is not compromised
• Optimized for both short and long breaks
• Celebrates scarcity
• Twice a day
• Content from multiple sources – still plenty of content
• iOS App: • Visually stunning • Rivers & Swipes • Packed with
photos, infographics, videos, etc.
Environment Type Pace Packaging
Packaging: A deeper look
48
Responsive Web
Responsive Email
Social
Responsive Web
49
What screens are used to consume news?
50 http://www.parsely.com/authority/2013/12/
12.8% 10.0% 8.5% 6.9% 6.9% 6.5% 5.3%
5.2% 5.0% 3.8% 3.5%
The Q – Responsive design in action
§ “Helps fans keep up with the big stories they care about, in the quick twitch way they want to do it.”
§ Designed specifically for on-the-go consumption
§ Rivers and swipes
51
Laptop Tablet Smartphone
Responsive Email
52
48% of emails are opened on mobile
53 https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
They’re unhappy with your emails
54 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
Mobile magnifies content
55
Social
56
What’s your social media strategy?
57
1/14 – 1/21 Crains NY Silicon Valley Indianapolis Ad Age
FB posts 12 55 0 44
LinkedIn posts
Biz page: 0 (Group for
member posts)
14 0 1
Tweets 75 +100 17 +100
§ How often are you posting? § Does it create engagement?
§ Do you have a plan to grow your social audience?
SF Chronicle: A digital and social boot camp
Goals: § Focus on retraining, not
threatening
§ Remove reporters from a traditional newsroom
§ Get them to think digital first
§ Give them new digital metrics such as engagement time
§ Real-time monitoring of clicks from social media and
58
All reporters will undergo two months of rigorous training
The Biz Publisher’s Playbook
59
1. Become a digital leader
2. Develop a two-pronged digital content strategy for Digital Immigrants and Digital Natives
3. Create a digital, multi-screen content organization with mobile first
4. Embed social in the fabric of your organization 5. Redesign your Website and Emails to be
responsive
60
Remember, money follows eyeballs
61
Thank you