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Adriaan Bloem talks about how MBC group tackle the many challenges shifting from a page-centric view to a people-centric view, and the systems being tied together to do it.
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from Pages to PeopleAdriaan Bloem, Senior Manager Online Platforms!
MBC Group
1. Introduction
working in online for ~20 years
from The Netherlands
moved to Dubai
Dubai is known for tall buildings
and of course, we can ski in the desert
2. Pagesthe Curious Case of the Tipping Penguins
none of this is true.“The Tipping Point” is not about penguins. Also,…
3. Pages to Platformsthe tools from funnel to journey
not so clean-cut…
• Amount of tools/systems/platforms!
• Amount of integration points!
• Risk of loss of coherence!
• It’s hard to keep making sense of it
4. Peopleknowing them, liking them, and having them like you back
"I#work#hard#to#stay#ahead#of#the#crowd.#I#am#always#reading#new#ar/cles,#watching#TV#shows#and#seeing#what#people#say#online.#My#phone#and#my#computer#are#two#things#I#can't#live#without."
*"Lou'ai"comes"to"the"site"to"get"programme"specific"content"and"to"access"the"
catch"up"service.
*"To"be"able"to"access"content"any-me"and"anywhere"and"for"the"experience"to"be"
consistent"across"different"plaUorms.
*"To"see"what"the"latest"shows"are"on"catch"up"TV.
*"To"share"any"interes-ng"content"finds"with"friends"via"his"social"networks.
*"Feel"like"the"site"has"a"lot"of"interes-ng"content"and"features"that"he"wants"to"
engage"with"and"share"with"his"friends.
*"To"be"able"to"find"what"he"is"looking"for"quickly.
*"To"feel"like"MBC"is"a"reliable"and"well"designed"site"that"provides"a"great"
experience"on"both"mobile"and"desktop.
Lou'ai,&26,&Post&Graduate&StudentLou'ai"is"a"selfFconfessed"tech"geek."He"never"goes"
anywhere"without"his"smartphone"and"is"permanently"
affixed"to"his"laptop"when"at"home."He"surfs"constantly"and"
shares"anything"cool"with"his"friends"on"social"networking"
sites."It"could"be"anything"from"a"funny"story"to"an"ar-cle"
about"cars."Whatever"the"case"he"likes"to"be"the"one"
sharing"it"first."He"likes"that"feeling"of"kudos.
MBC.net"is"a"site"that"he"visits"regularly."He"loves"the"catch"
up"service"which"is"accesses"on"his"laptop"F"it's"great"for"lazy"
days"in."He"and"his"friends"also"get"quite"involved"in"the"
talent"shows,"avidly"watching"each"week,"looking"up"the"
contestants"and"following"the"ac-on"on"Facebook"and"
TwiMer"on"their"mobile"devices.
*"A"heavy"mobile"user"who"expects"websites"to"be"
accessible"and"usable"on"this"device.
*"Intolerant"of"badly"designed"sites.
*"A"procras-nator"by"nature"F"he"is"easily"persuaded"
to"stay"online"for"longer,"provided"that"the"content"
he"likes"is"there."
*"Socially"ac-ve,"both"on"and"offline,"and"a"keen"
sharer"on"Facebook"and"TwiMer."
*"EntertainmentFcontent"led"as"opposed"to"news"
story"led."
Most important sources Other sources used
Low High
VOD/catch&up&
TV&grid/schedule
Social&sharing
Gaming
Website on
laptop
Digital
Social networking
sites
TV promotion
Digital
Real world
Lou-ai
Motivation...
Experience goals...
We want him to...
Attitudes towards site features...Characteristics... Touchpoints/Influencers...
Influencers...Touchpoints...
Lou'ai The"TrendseMer
Friends
Other websites linking to
mbc
CompeEEons
News&content
Lifestyle&content
Online&shopping
Mobile device
Disclaimer: IANALI am not a layer, but…
Go with the Flow
There isn’t one simple solution you can buy to magically fix this for you.
Questions?@adriaanbloem!