Multi Platform Publishing Strategies - J.Barnes

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  • 1.Multi-platform publishing strategies Desktops tablets and phones Our challenge! Presented by John BarnesNovember 2012Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

2. INCISIVEInformation 2012 BUDGET Online ALLIANCE 2012 Multi-platform publishing strategies Confidential Evolution of Incisive strategy over time19902000 2010 Audience /PlatformBrand CommunityShort-termReach / Platform / BrandUser engagement / Multi-screen / extensions / productsSynchronous useDeep and narrow strategy focusing Focus on reach and extensions of Multi-screen, web-first strategyon vertical communities served with print brands into online, andfocused on engaging communities print publications adjacent markets through multiple media web, print, tablet, mobileEmailsRisk booksRisk MagazineInfinitepublishingLeadRisk.net generation Apps Asia Risk Journals and magazines 18Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 3. Online ALLIANCE 2012 Multi-platform publishing strategies Ops Board April 2012INCISIVEInformation 2012 BUDGET Confidential Strategic Objectives Our vision Strategic ObjectivesValue Our ambition is to change the shape of Incisive whereby the portfolio is 50% publishing revenues and50% event revenues and the majority of our revenues will be derived from digital distribution toCreationmaximise the value of the company for our shareholders.To have over 45% of company revenues derived from digital within 5 years (vs. 23.5% today).To develop our intelligence on user behaviour, consumption and habits across our businesses.CustomersTo own the users inbox.To move away from news led businesses to create new, high value content, services and solutionsContent & through a better understanding of users.DeliveryTo deliver relevant content via the platform of the customers choice.To use technology as an enabler to engage more deeply with our audiences across multiple media web, print tablet, mobile, events.BrandsTo build communities around our marketing leading and trusted brands across all platforms, channelsand all business models. To foster an entrepreneurial environment that encourages innovation and strives to develop the bestPeople &in our people.Skills To be at the forefront of innovation by adopting good ideas from rivals and peers and doing thembetter. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 4. INCISIVEInformation 2012 BUDGET Online ALLIANCE 2012 Multi-platform publishing strategies Confidential Mobile trajectoryIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 5. Online Information 2012 Multi-platform publishing strategies Polymorphic Publishing What to build now?PolyMorphic Publishingl Digital publishing is all about the audience and content, NOT thetechnologyl The challenge facing publishers is the huge explosion in competingdevices, operating systems and digital distribution channelsl Digital consumers are increasing accessing and interacting withcontent on multi screens and in many different combinations, oftenquite unique to theml By concentrating on the technologies we are over complicating theproblem, publishers must think much more about content and whatworks where, and much less about Android vs IoS, or tablet vs web.l The question to pose is How should content be produced for differentscreens and distribution channels, and how can this increase reach andrevenue?l Publishers can play to their strengths, content, audiences and formfactors, and create real value for their businesses by buildingsynchronous product strategies that build audiences by offering varietyand value across screen sizes and devices.5Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 6. INCISIVE ALLIANCE 2012 BUDGETConfidential In the UK 16% of web traffic is frommobile devicesIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 7. INCISIVEInformation 2012 BUDGET Online ALLIANCE 2012 Multi-platform publishing strategies Confidential Mobile consumption -Did you knowl Google is activating 1.3m Android devices a dayl Each new version of the iPhone sells as much asall previous versions combinedl Time spent using mobile (incl internet) has more thandoubled in the last two yearsl Tablet users on average spent 30% more time on-siteand had a 20% higher engagement score than PC usersl Smartphones influence 6% of UK in-store purchasesIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 8. Online ALLIANCE 2012 Multi-platform publishing strategies Ops Board April 2012INCISIVEInformation 2012 BUDGETConfidential Mobile makes internet usage 24/7 Each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer.Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 9. Online ALLIANCE 2012 Multi-platform publishing strategies Ops Board April 2012INCISIVEInformation 2012 BUDGETConfidential Incisive share of internet traffic from non-computer sourcesQ3 2012 now 12% will be 15% by year endIncisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 10. Online Information 2012 Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE 2012 sustainableConfidential Platforms Smart Phone ComputerTablet One handDeskTwo hands Digit Type and PointerGestures Multi functionMulti-taskLinear task On demand Lean forwardLean back CompulsivePracticalityImmersive Always ConnectedProductive & Informed Entertainment Back bone deviceWork/Home Home/Work All have a web browser, mail client, apps and digital issues!10Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 11. Online Information 2012 Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE 2012 sustainableConfidential Platforms Immediate Informative Reflective News the core Information + Analysis + offeringAnalysis core offer Features + Quick reference isVideo is vitalInterviews the core expectedResearch +offering Quick fix is theExploration the userEducation is the mindset mindset mindset A close second forCore for social Serendipity a core Social mediamedia part of the Reference library orexperience archive is expected Creating value is putting the content the audience wants where it needs it11Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 12. Online Information 2012 Multi-platform publishing strategies Polymorphic Publishing What to build now?Mobile is part of a Multiscreen Lifel We are in the midst of a revolution across a variety of screens, withnew input methods, new formats, and new distribution models. Thisrevolution is being fuelled by several fundamental drivers:- processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, the growth of cloud computing, a wide array of screen sizes and device form factors.l This multiscreen revolution represents the growing number, anddiversity of screens in our daily lives PCs, Smartphones, tablets,SmartTVs, as well as our increasing ability to interact with content andapplications across screens, and the interconnections between theml In addition to desktop computers, we now see an increase inprocessing power on Smartphones, SmartTVs, and tablets.- This is driving the mobile computing boom and enabling much richer experiences on these screensl This creates a challenge for anyone building digital experiences, as theywill need to deliver effective experiences across many devices Polymorphic Publishing12 Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 13. Online digital journalism sustainableMakingInformation 2012 Multi-platform publishing strategiesWhat remains true for all publishers: the value of trust For advertisers in this study, each 10 index points of trust in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers.There is a proven Trust Multiplier Effect for online advertising, onoriginal content sites driving traffic to brands sites.Source: AOP/Comscore The Value of Trust, 201113Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 14. Online Information 2012 Multi-platform publishing strategiesMaking digital journalism sustainableTrust and quality are the foundations to build engagement and valuel As analytics has developed, the focus is now on the customer and understanding individualcustomer engagement ie less about reach and volume and more about engagement and quality14 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 15. Making digital journalism sustainableMoving readers from Flybys to Fans is key to building value Fly bysOccasionals Regulars Fans Low EngagementHigh Engagement UnregisteredRegistered ClickLeadUnqualifiedQualified Browsing ResearchingImplicitExplicitLow Value = 1 High Value = 11x15Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 16. Online Information 2012 Multi-platform publishing strategiesMaking digital journalism sustainableB2B Data: April 2012 Gated data breakdown AOP B2B AverageIncisive Media exampleNon-subsSubsNon-subsSubs Bounce Rate-- 70%44%Dwell Time 5.47 mins7.55 mins6.22 mins 10.34 mins Source: AOP B2B website traffic sharing initiative April 201216 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 17. MakingInformation 2012 Multi-platform publishing strategiesOnline digi