The Surgical Home Model: Value Streams for Community Hospitals
Costs, value and streams
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Transcript of Costs, value and streams
Costs, value, streams
Entrepreneurship
Monday, 12 March 2012
The role of costsFinding valueEngagement
What I’ll cover:
Monday, 12 March 2012
Why did Wired give away its photos?
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Where are the costs?
Speed and depth again.
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(corporate machinery)
Analogue costs
10-20%
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(your new networks)
Digital costs
80%
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Editorial - 10-25%Ad salesProduction (layout, ink and paper)MarketingDistribution
Analogue costs
Monday, 12 March 2012
Editorial - 80% (Telegraph)Ad sales - ad networks? (e.g. Google AdSense, Addiply, etc.)Production = CMSMarketing =Distribution = SEO and SMO
Digital costs - web
Monday, 12 March 2012
“Having their photos run on someone else’s website costs Wired exactly zero — and they’ll get some small but real financial benefit out of it.”
Sourcehttp://www.niemanlab.org/2011/11/wired-releases-images-via-creative-commons-but-reopens-a-debate-on-what-noncommercial-means
Monday, 12 March 2012
Editorial - 80% (Telegraph)Ad sales - do you control platform?Production = HTML5, CMS, bespokeMarketing = iTunesDistribution = sales, SEO and SMO(30% cut and data goes to Apple)
Costs - mobile and tablet
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Competition drives pricing downPrint costs become weaknessApps = false security of ‘closed garden’. (Partial barrier)
Barriers to entry
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Case study: Al JazeeraMonday, 12 March 2012
Case study: Birmingham MailMonday, 12 March 2012
Case study: Guardian APIMonday, 12 March 2012
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Where is the value?
Speed and depth again.
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“When hunting and gathering were the main sources of food, few had the luxury to be particular about its quality. But farming carried such an abundance that a greater variety of processing became feasible ... We started thinking about vitamin content.”
SourcePhilip Meyer,
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Content?Copies?Ad space?Audiences?Identity?Community?
What does media sell?
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Monday, 12 March 2012
The Telegraph’s wooden coathangersNME’s tickets and merchandiseMarie Claire’s in-app purchasesTrinity Mirror’s PR servicesFT’s app servicesLauren Luke’s merchandise
Cutting out the middleman
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Monday, 12 March 2012
Magazines: Marie Claire“Marie Claire's Beauty Genius app offers how-to videos shot with leading make-up artists and shows readers how to apply fashionable looks ... The app, which is filmed in IPC's studios, sells at £1.19. Further in-app videos, such as "Flawless Face Fixers", are offered at 59p each to keep the revenue stream flowing. "Having your mobile phone by the mirror with your make-up bag, and watching a video that you can stop and start when trying to get that look, it makes sense really – rather than watching on a PC"
http://www.independent.co.uk/news/media/online/horse-amp-hound-hotter-than-the-sun-2261211.htmlMonday, 12 March 2012
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Engagement
Changing economics of supply and demand
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“Repeat monthly users consume more content, making them more valuable to our business and marketers” -
Coates Bateman, Forbes
http://www.forbes.com/sites/lewisdvorkin/2012/01/17/inside-forbes-how-our-94-year-old-brand-engages-and-finds-success-in-a-social-world/
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Monday, 12 March 2012
Search engine results (SERPs) increasingly shaped by social networks‘Banner blind’; compete on metrics: bounce rate, dwell time, interactionsTraffic and engagement from SM
From SEO to SMO
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The Post noticed, for instance, that photo galleries — without sound — get better play during the day (with workplace usage), while video supplements to stories get more used in the evening. Twitter is best at multiplying traffic on big breaking stories, while Facebook referrals will relay the trend stories better.
http://newsonomics.com/the-newsonomics-of-the-washington-posts-reader-dashboard-1-0/
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APIs and linked dataRBI’s platform-neutral content (XML-driven)
The future?
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Guest Q&A: Martin Moore
Media Standards Trust.
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Delicious.com/paulb/cityentDelicious.com/paulb/enterpriseDelicious.com/paulb/BM
Further reading.
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