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.com Mobile The Channel

Data the Driver

@LutzFinger

Pho

to b

y: D

rew

Ola

noff/

Twitt

er

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DisclaimerThis presentation is solemnly my

own opinion and does not necessarily represent the opinion of

my employers.

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DataContent

Lost Channel

YouAre

Needed

YouCanWin

Reach

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.comLast 8 years: 2x TIME Spent

Source: KPCB - 2015 Internet Trends Report

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.comBut The Game Has Changed

Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)

1. print media DIED

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The Game Has Changed

Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)

1. print media DIED2. home page DIED

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The Game Has Changed

Photo by Norimutsu Nogami under the Creative Commons (CC BY 2.0)

1. print media DIED2. home page DIED3. apps took OVER

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Size Matters (Religions of This World)

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Size Matters (Proportion by Members*)

* only member - not necessarily ‘active’ members

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Size Matters (Proportion by Members*)

* only member - not necessarily ‘active’ members

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The Impact Of Reach

Aja Dior M.omgg, my aunt tiffany who work for whitney houston just found whitney houston dead in the tub. such ashamed & sad :(

Ask

– M

easu

re –

Lea

rn &

Cou

rtesy

of G

ilad

Lota

n45 min

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AP news

Ask

– M

easu

re –

Lea

rn &

Cou

rtesy

of G

ilad

Lota

n

45 min later!

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.comMonetization Is Happening

* Till 2010 Facebook Revenue is overall revenue - after 2010 it is Ad RevenueSource: numbers from DLD presentation from Scott Galloway

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Mobile Is The Anti Print

Source: KPCB - year 2015 in review

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.comBut: Winner Might Take It All*

Others

* 2015 Revenue Share on Mobile Advertisements

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Platforms Control The Monetization

Source: http://bit.ly/1QHpiOD

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.comBut It’s Not Game Over Yet

Dead vs. Alive

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Fashion and Design Over Time

Data taken from a Study done by L2 Inc.

2013 2014 2015

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Should You Enter The App Business?

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Should You Enter The App Business?

Source: The 2014 U.S. Mobile Apps Report-comScore MobiLens

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Text The New UX

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But Also Apps Might Be Failing

From the Facebook PR From Wired Magazine

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Who Knows What’s Next?

Forget the Channel - Focus On The Core

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Broadcasting ≠ Intention

Awareness ≠ Influence

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DataContent

Lost Channel

YouAre

Needed

YouCanWin

Reach

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Explosion of Content

http://www.kpcb.com/internet-trends

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Content By Everyone

Source: http://nbcnews.to/1PYGUDv

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Varying Quality

Crowd Project to sing Daisy

Bell

Source: http://www.bicyclebuiltfortwothousand.com/

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Content By Businesses.

by Tactic- http://bit.ly/1pgNfyB

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.comHow To Get Organized?

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Right Content - Right Time

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Fake Stories That Spread

Source: http://www.cision.com/us/2012/11/prweb-icoa/

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Influence The News

Source: Ask Measure Learn - Book by Lutz Finger and Soumitra Dutta

55%

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Trusted Brand

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Understand Content

Project Lightning

Axel Springer’s UpDay

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.comSelection Is A Statement

Michelle Obama

Anders Breivik

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DataContent

Lost Channel

YouAre

Needed

YouCanWin

Reach

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Content = DataPublishers Need To Understand Usage Data

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ASK the right Questions.

MEASURE the right data – even if it is not Big data.

Take Actions and LEARN from them.

?

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To create economic opportunity for every professional in the world.

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You At LinkedIn

Sou

rce:

Lin

kedI

n

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Actionable Insights

ASK is often the hardest Part

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ASK the right Questions.

MEASURE the right data – even if it is not Big data.

Take Actions and LEARN from them.

?

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.com Data by itself

isUSELESS

Information by itselfis

USELESS

Only Action Counts!

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.comMost Common Questions

• Better Content• Placement Of Advertisement• Channel Control (where & when)

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There Is Not ONE Metrics

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Engagement might not mean Performance

Neither doesClick Rate.

Sou

rce:

Upw

orth

y &

The

Ver

ge

And Some Might Be Misleading

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Example Content Metrics:

• Other News• Trending Content • Sentiment• Emotionality• Time• Weather• Promotion Pressure• Reader Demographics• …

Data Is Needed

Awe

Anger

Sadness

Anxiety

Sou

rce:

Jon

ah B

erge

r et.

al. –

likel

ihoo

d to

get

ont

o N

Y N

ewsl

ette

r

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• Other News• Trending Content • Sentiment• Emotionality• Time• Weather• Promotion Pressure• Reader Demographics• Audience Behavior• …

Trending Is Important

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Linkedin’s Publishing Platform

● Short Form - to create Trust● Long Form (background Story)● Data Analytics

Sou

rce:

Lin

kedI

n

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Sou

rce:

Lin

kedI

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• Other News• Trending Content • Sentiment• Emotionality• Time• Weather• Promotion Pressure• Reader Demographics• Audience Behavior• …

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Reach

Data

XX

Content

Trust / Brand

X

http://j.mp/thxlutz