SIIA Digital Content and Media Summit - Why Mark Zuckerberg is wrong

deeson-creative.co.uk

What can we learn from a bunch of publishers?

Well, Mark Zuckerberg has got it wrong for a start

SIIA Digital Content and Media Summit

Thursday, 26 September 13


We met Parry Malm from Adestra. We talked about beards and email

• Email is not dead and it’s not going anywhere. It’s the only ‘app’ that connects all the platforms

• It will act as a single sign-in primary key - just like your Facebook login

• Your personal data will be scrambled using MD5 hash encryption

• What’s MD5 hash? Google it!



Parry worries email is neglected because it’s not sexy

• Two thirds of people will not see your emailer

• Don’t get hung up on open/click rates• Emailers are inbox branding to stay

top of mind at buying time• Deal with hard bounces• Don’t send out crap content



Parry’s email insights

• Daily and weekly emailers get the most opens• Multiple subject lines perform better than

single topic• ‘Alert’, ‘news’, ‘video’ and ‘update’ get higher

click volumes• Words such as ‘webinar’, ‘report’ and

‘intelligence’ get low response rates• Split test your emailer - it’s trial and error,

baby!



• If you’re losing traction - think about re-engagement

• Ask those who haven’t clicked in the last month, why?

• Ask them smart questions to gain intelligence• Find out about yourself, listen and evolve

Don’t lose the audience. Re-engage



We’re going to see a flood of cheap devicesBenedict Evans, analyst

• Real growth is from smartphones• Significant contraction of manufacturers• Microsoft’s share of device sales has

fallen from 95% to 25%• Blackberry’s 30% share has slumped to

2%• Apple and Samsung account for 2/3 of all

industry revenue• Tablets are accelerating growth



It’s time to get digital and do it wellBenedict Evans, analyst

• The four horsemen of the internet are: Amazon, Facebook, Google and Apple

• They have huge ecosystems• Apple doesn’t make money from content but

provides iTunes and apps to drive the need for hardware

• For Amazon, Facebook and Google - it’s all about the mobile experience



Five years ago, these jobs did not exist in publishing

• Librarian to manage metatags• Information architect• Developer• Product manager• Content team• Social media manager• Community manager



Content is free. It really is.

• Forbes has opened up its publishing• Anyone can submit content• Forbes no longer generates but curates• Brands need to share content • Full reports are free, while executive

summaries and slides are premium



It’s all about Russian doll publishing. Time to chunk your content

• Don’t think in terms of product, such as books, journals or publications

• Think about paragraphs, chapters, charts, diagrams, infographics and data

• Dissect your products into chunks, metatag and make them discoverable

• Put content where your audiences are



Do the rules of the last 50 years apply today?Rob Grainger, Stonewash

• Quarterly publications lose engagement and loyalty is short-lived on digital

• Engagement is highest on weekly magazines

• Weekly magazine revenue potential is higher compared to monthly publications

• Most people read digital publications on Saturday evenings



• $1.2million revenue per month from digital• 250% growth in five years• 75% sales outside UK• Half are paid subs• 60% renewal rates

Digital print brands need hub websitesAndy Rice, Future Music, Auto & Sport



Create Once and Publish Everywhere is a means to an endClementine Vioux, Dennis Media Factory

• Don’t make HTML fit the print layout - think content first

• Don’t develop for one device type - think about all devices

• Don’t ignore your editorial team - think of their processes



Launch is just the beginningClementine Vioux, Dennis Media Factory

• Use a flat content plan for product focus• Simplify• Design mobile first - it’s got the smallest

screen• It doesn’t have to be amazing first time -

keep refining



Digital publishing. Are we turning our editorial teams into data entry monkeys? Michael Kowalski, Contentment

• Designer and developer have different start points transferring print to digital

• Templates limit design - what happened to designing around content?

• Chunk it up using different templates for each section

• Think about the work flow - Dropbox > Padify > HTML5 > Pugpig



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SIIA Digital Content and Media Summit - Why Mark Zuckerberg is wrong