Revenue 2.0An effort to point toward solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020 Eight drivers of change
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020 Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020 Eight drivers of change
1. Digital growth accelerates with a permanent increase in:• Fragmentation
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020 Eight drivers of change
1. Digital growth accelerates with a permanent increase in:• Fragmentation• Choice
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020 Eight drivers of change
1. Digital growth accelerates with a permanent increase in:• Fragmentation• Choice • Competition
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate• Converged
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate• Converged
3. Must find + develop valued, differentiated content that engages the audience
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate• Converged
3. Must find + develop valued, differentiated content that engages the audience• Story forms are important as never before
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate• Converged
3. Must find + develop valued, differentiated content that engages the audience• Story forms are important as never before
4. Context matters
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional• Separate• Converged
3. Must find + develop valued, differentiated content that engages the audience• Story forms are important as never before
4. Context matters• Provide content when, where and how the audience wants it
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level- Old metrics don’t cut it
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level- Old metrics don’t cut it
6. Audience experiences count as much as content
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level- Old metrics don’t cut it
6. Audience experiences count as much as content
• People’s experiences that inhibit or engage them with the content matter as much as content itself
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level- Old metrics don’t cut it
6. Audience experiences count as much as content
• People’s experiences that inhibit or engage them with the content matter as much as content itself
7. Technology shapes everything and must be understood
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding must move to a new level- Old metrics don’t cut it
6. Audience experiences count as much as content
• People’s experiences that inhibit or engage them with the content matter as much as content itself
7. Technology shapes everything and must be understood • There are enormous new audiences because of it
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
8. Sustainable economic viability is essential
That whole revenue problemWhat can we do to help?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
revenuetwopointzero.com
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
• Wikis
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
• Wikis• Feedback
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
• Wikis• Feedback– Cross-navigate
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
• Wikis• Feedback– Cross-navigate
• Experiences
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models• Intelligent search• Better aggregators • One: Many• Many: Many• Data mining– Twitter, Facebook, LinkedIn, My Space, YouTube– EveryBlock.com
• Wikis• Feedback– Cross-navigate
• Experiences• Co-operatives, even among competitors
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutionsClassified solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutionsClassified solutionsSmall business solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutionsClassified solutionsSmall business solutionsMobile solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Mobile (iPhone)solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Elastic mobile appsGraceful degradation + enhancement based on free vs. paidEnable “info-snacking”Build apps with a half-life
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Enable impulse buys
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Think like a userMobile users may not be willing to pay for contentBut they are buying apps that customize contentCan we enhance the experience of content consumption?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Off-line readingDownload content that’s normally online-onlyfor use when you don’t have access to Web serviceAllows you to take content on a plane or subway
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Geo-taggingWhat’s near me now and how to connectLinked with news + advertisers as you move through the worldWeather, traffic, events + hyperlocal sales or discounts
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Archive|ExportSave + share data or permalinksLink mobile + other screen experiencesEasily share files + data with friends (social aspect)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
CustomizationOrganize the news the way you want to read it Eliminate any part of the information experienceEmphasize only what’s important to you (curate quickly)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Text-to-speechCreate an immediate audio experienceEnable location-based journalism or on-the-go informationFills the busy life need by transforming text (no sight line)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Small biz (beyond the click)solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
The dealWhat’s the special offer, incentive, promotionor value proposition that brings customers in the doorthis day, this week, this month?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
The dealShould be the next thing beyond the clickA way to aggregate, browse, search + promote the best deals from the businesses in a newspaper.com’s community
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Reputation managementEvolving services for small/medium businessesto include reputation management – showing business owners what people say about them all over the Web, whether they have a site of their own or not
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
High-level sitemap03.21.08 | Revenue 2.0
Contact: Mary Specht | [email protected]
End user Publisher userBusiness user
Dashboard
Home
Business
page
Deal
page
Dashboard
Search
results
Filter sort
Category
Add/edit
deal
Add/edit
biz info
Add/edit
deal
Add/edit
biz info
Add/edit
business
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Sellingthe howHow this works underneath banner ad servers,targeting techniques, even ad networks — because the focusis on services for small businesses beyond the introductory message couched in a banner
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Classified(taking on CraigsList)solutions
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Make it easy to useCraigsList is free, but that’s not it’s only advantageIt’s pretty darn simple to use (despite a clunky interface)Design a simpler execution based on needs
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Make money
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Sell context-sensitive, behaviorally targeted display ads adjacent to free listings
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Sell ads on to the category-specific search pages, to get the attention of buyers even before they begin to search
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Provide “premium” listings above the free listings in search results, as Google does now
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Serve up links to “premium” listings at the bottom of any page that provides the details of a free listing
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Rethinkingthe homepage
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
More traffic than any other single page on a news site
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Depending on SEO, 15 to 35 percent of users enter here, then exit
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Print design is about control Web design is about behavior
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Could homepagedesign ideas offer help?Can we help the industryfind new best practices?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
SPORTS
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THURSDAY’S DEALDillards 30% off clearance mens suits LIKE THIS DEAL?
FRIDAY’S DEALRegal Cinemas $3 tickets for any show before 6 p.m. LIKE THIS DEAL?
YESTERDAY’S DEALDenny’s 20% off any breakfast LIKE THIS DEAL?
WEDNESDAY’S DEALFootlocker Buy 2 pairs of shoes, get one free LIKE THIS DEAL?
TEMP: 37, some rain. Today’s high 38, low 30
TODAY’S DEAL OF THE DAY
H-Jack’s Plumbing $20 off any service call LIKE THIS DEAL?
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MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
LocalJournal.comCavs clinch playoff home court with 91-87 over Blazers
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Published in: Sports, Cavs, Playoffs, LebronJames Discuss 18 comments
POSTED: 08:02 p.m. EDT, Mar 21, 2009
By Jane Writer | Local Journal sports writer
Usually the role of the players on the bench is to offer encouragement, especially at the start of timeouts as their teammates come off the floor.
In the midst of a strong first-quarter rally Saturday, though, it was Cavaliers coach Mike Brown who was first off the bench to meet his team and extend his hand.
What got Brown all the way out to midcourt was another dose of solid defense from his team, and that directly kept the Cavs on their hot streak.
The team finished off a 4-0 homestand at The Q with an impressive victory over the Atlanta
Hawks, 102-96. It ended the Hawks’ seven-game win streak and ran the run for the Cavs (56-13) to eight consecutive victories.
Ignore the final spread somewhat. The Hawks (41-29) shaved 10 points off the lead in the garbage time. It was the strongest all-around effort the Cavs have given in sev-eral weeks. No doubt it was highlighted by the defense, which continued its positive momentum that started on the homestand.
After holding the Hawks to 43 percent shooting -- Atlanta managed just 33 percetand 35 points in the first half -- the Cavs have held their past four opponents to 93.5 points and 42 percent shooting. It was exactly the kind of answer Brown was looking for after his team returned from the West Coast leaking oil at the defensive end.
It became the cornerstone of three quality victories over the Magic, Trail Blazers and now the Hawks, who may be the Cavs’ playoff opponent.
“Some of the technical stuff, it was very pretty, and that was fun to watch,” Brown said. “Some of the things they did out there, the effort, communicating with one another and following our principles to a ‘T,’ for me I can take a lot of stuff in”
CONTINUE
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Why homepages?Need to know if an online-only model can support journalism,especially the kind we all want to see into the future of news
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Why homepages?No one has really developed best practices for what worksDespite EyeTrack studies, we don’t yet understand behaviorsWhat creates an immersive experience?A need to take this to best practice customization
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Remember customizationOrganize the news the way you want to read it Eliminate any part of the information experienceEmphasize only what’s important to you (curate quickly)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
What’s next?Identify news organizations that will let us testFind at least three different kinds of media experiencesServe up current + prototype versions (A/B experiences)
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
What next?Track + measure usage, attentiveness + clicks throughEngage the audience in the co-creation of the homepageDeliver metrics for advertising community
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Possible testingThe Beachwood ReporterThe Washington Post (sub-site)?Gannett/Tribune/Hearst player to be named?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Questions?
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Now it’s your turn
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