WHAT'S EDITOR? How Editor has changed in 10 years by digitalization of media

WHAT ISEDITOR?

by hajime okazawa

ALWAYS BE INSPIRATIONAL

Prologue

WHO AM I?

Hi, I am Hajime OkazawaI am an editor

I have been 15 different editor

1.Magazine Editor2.Mobile site Editor3.Editor for magazine website4.Blogger5.Social Media PR/CR6.e-magazine Editor7.China Syndication Editor8.Ecommerce Editor

9. Localization Editor10.Media Solution Editor11. Content Curation Editor12. Web Magazine Editor13. Social Media Editor14. Editorial Coordinator15. Digital Marketing Editor

WHAT’S EDITOR?

Today I will talk about

How it’s changed in 10years

Magazines are dying

Is “Editor” dying?

Why? I wanted to be an editor?

2000

SEA2000

a book inspired me1997

Mid Century Modern Chairs & Cafe

2001

“relax” magazine inspired me

2001

Magazines and books always inspired me

I wanted to be an “inspiration ” maker

I became a “Magazine Editor”

2003

INDEX

1.Magazine Editor2.Mobile site Editor

3.Editor for magazine website4.Blogger

5.Social Media PR/CR6.e-magazine Editor

7.China Syndication Editor8.Ecommerce Editor9. Localization Editor

10.Media Solution Editor11. Content Curation Editor

12. Web Magazine Editor13. Social Media Editor

14. Editorial Coordinator15. Digital Marketing Editor

Chapter.1

Magazine Editorat JJ/Gainer

What’s Magazine Editor?

What’s “Magazine Editor”?1. find new stories, ideas, info

What’s “Magazine Editor” ?2. Planning/Editorial Angle

What’s “Magazine Editor” ?3.Editorial Meeting

What’s “Magazine Editor” ?

4. Composition/Thumbnail Sketching

What’s “Magazine Editor” ?5.Meeting with Editor in Chief

What’s “Magazine Editor” ?

Photographer

Stylist

Location

Models

Writer

Hair & Make-Up

6. Casting

What’s “Magazine Editor” ?

7.Shooting/interviews

What’ss “Magazine Editor”?8.Editorial Design / Direction

BTW in 2003 Manual Editorial Design

What’s “Magazine Editor” ?9.Writing Direction/ Writing

What’s “Magazine Editor”?10. Proofreading , fact checking,

What’s “Magazine Editor”?11.Color Proof check

Magazine Editor

12003

Mobile novel ケータイ小説2002-2009

Mobile siteEditor

20052

Magazine Editor at Gainer

2008

Editor formagazine website

2008

3

Blogging2004

blogging2008

4

mixi Daily average active time

3h 29mins

2006

Social Media Rises20082006

founded2004

founded

BTWIKKO First celebrity twitter account 2008

800Million usersThe world’s largest social media

(as of 2008)

2008

Social Media Magazine Promotion

Customer Relation

2008 5

Bankruptcy of LEHMAN Brothers

Layoff of Editors

2008-2009

Dawn of e-books2008 July 11

iPhone2010 May 28

iPad 2007 Nov 19

kindle2010 Jan 18

Kindle2

2010

e-magazine Editor6 2010

Chinaversion

syndicationEditor7

2010

Ecommerce grew in 10 years2010

founded in 1997

founded in 2000

founded in 1998 founded in 2000

Ecommerce Editor

82010

Chapter.2

Web Editor @ Microsoft

Editor for MSN 2013

The 2nd Biggest News portalWebsite in Japan

Content Localization Editor2013

9

BTW

MSN US ver. MSN JAPAN ver.

Image oriented Information Density

Click image? Or text?

Display Advertising

Media Solution

Ad network/Ad Exchange/Ad Tech

Adverticle =Ad + article ,Native Ads

How website makes money?

Media Solution Editor10

Win App Content Curation Editor

2013 11

BTWWhen was “WWW”

born?

World’s First Website August 6th

1991

First Website in Japan Sep 30th

1992

Yahoo! 1994

MSN –Microsoft Network1995

Internet at home

was just information

1995

Blackberry

1999 2008iPhone3

Smartphones

Internet is out of home 2008

Information >> task completion 2008

Is for task completion

search

book

health Map/GPS compare

studyFX/moneymessageshopping

What’s Content Curation Editor?

Find Operation Share

AmplifyCurate WeatherSeason

Chapter3.

Web Magazine Editor@GQ JAPAN

Web Magazine Editor2014

12

E-Magazine ≠ Web Magazine

Digital version of Printed Magazine

Original contentComes out daily

Why? Magazine ---> Web Magazine

Printed Magazine Web Magazine

Sales Ads

Sales Ads Ads Native Ads

Ads

Ads

profit profit

What’s Web Magazine Editor?

The differenceWeb Mag vs. Print Mag

Publish articles Daily vs. Monthly

# of Article/month200 vs. 30

Budget for 1 article

3000yen vs. 100,000 yen 　

What’s Web Magazine Editor?

PDCA (Plan –Do-Check-Act ) Everyday Google Analysis

・ Page View・ Visit・ PV/Visit・ Dwell Time

Facebook Insight・ Reach・ Like・ Comment・ share・ Engagement

Heat Map

・ measure CTR・ Improve UI

Social Media Analysis

・ Competitor Analysis・ algorithm update・ Optimizetion

What’s Web Magazine Editor?

What’s different is the Commitment to Ad clients

AD

Ie)・ Circulation 　 1M・ Actual Sales 10K・ Impression guaranteed 1M ・ Actual Impression 1M

What’s Web Magazine Editor?

How do we Generates Traffic /Page Views?

Device Ratio

Mobile70-90%

How do we generates Traffic?

Tablet5-10%

Direct/bookmark Social

Media

Organicsearch

SyndicationLinks

Mail

PC10-30%

Traffic Source

Social Media

Syndication

How Do We Generate Traffic?

NewsSyndication

Curation App

Social Media

When an article goes live

Timeline is a “new” news portal

Timeline is a news portalNews Portal website

is a key driver

How do we generate Traffic?

Social Media Editor2014 13

Increase “Reach” & “Engagement” ?

What’s “Social Media Editor”?

Best Timing Sun 0:00 1:00 2:00 Monday 7:00 7:30 8:00Mon 8:30 9:00 9:30 10:00 11:00 12:00 　　　 Tue 12:30 13:00 13:30 14:00 15:00 16:00Wed17:30 18:00 19:00 20:00 20:30 21:00 　　 Thu21:30 22:00 22:30 23:00 23:30Fri21:30 22:00 22:30 23:00 23:30 　　　　 Sat21:30 22:00 22:30 23:00 23:30Sun 1:30 22:00 22:30 23:00 23:30

What’s “Social Media Editor”?

Timing Analysis

What time? What day of the week? ACTIVE time ENGAGING time

What’s “Social Media Editor”?

11 hashtags generates 79.5% more interaction

How many # is the best?Hashtag tracking

What’s “Social Media Editor”?

1.Article title祝 ! 来日記念　ミランダ・カーがお手本、秋冬ミニワンピース & フレアスカート着こなし術

ミランダ・カーの秋冬ミニワンピ & フレアスカートのコーディネート

2.SEO title

Create 3 titles for 1 article

ミランダ・カー

ミニワンピースOR 　

ミニワンピ

着こなしOR

コーディネート

What’s “Social Media Editor”?

祝 ! 来日記念　ミランダ・カーがお手本、秋冬ミニワンピース & フレアスカート着こなし術必見 ! ミランダ・カー がお手本、今すぐ使える秋冬ミニワンピ & フレアスカート着こなし術♡

1.Article title 3.Social Media title

What’s “Social Media Editor”?

10 tips to write an good title to get clicked1. 文字数は 31 文字程度 Within 31 words

2. 前半にターケット、後半にキーワートTargeting word ,Key word 　 ie) 日本の全エンシニアに捧ぐ ! 現在公開されているAPI 一覧【 2013 年版】 3. 前半に感情表現、後半にキーワート Emotional word, Key word ie) あっという間に取れる ! ワイシャツの黄はみを真っ白にする 2 つの裏技 4. 内容ではなく、読後の未来を伝えるTell the future you will get not the content - 記事の内容を一瞬て伝え、なおかつ未来を想像させられるのが秀逸なタイトル。 5. 役に立つ！と伝えるTell it’s useful! “XX ways to…. - 「 ~ の方法」「 ~ のヒント」「 ~ のテクニック」「 ~ のルール」なと

6. 具体的な数字を使う Use specific numbers

7. インハクト！引きのある文言 Make it Impactful! Ie )ICYMI, Must have - 「知らなきゃマスい」「要注意 ! 」「流行の」「納得」「効率化」「誰ても」なと 8. 自分ゴト化 Feel personalize - → フロクを読んてほしい人をより明確に想像する- → 「お腹周りが気になる 30 代の方へ」なとターケットを明記する 9. 損得の強調Tell you are missing something( これがないと○○の損 )

10. いかに有意義かを明示 Tell how it’s worth knowingie) 朝と晩につふやくたけて OK!? 脳をたまして疲れ知らすになる 2 つの言葉

Rainy Day

Snowy day

Morning Time

Lunch Time

Night Time

Content Marketing Digital Promotion

Coordinator

Editorial Coordinator2014 14Ad

Clients

PromoteAttract

Gather

InteractionEngagement

Conversion

Advocate

2014What’s Editorial Coordinator ?

Chapter4.

Digital Marketing Editor@L’oreal

Digital Marketing Editor2015 15

What’s Digital Marketing Editor?

Designing “Digital Customer Journey”

Digital is not an appendixIt’s restructuring of business

The World has changed

5.Social Media PR/CR6.e-magazine Editor7.China Syndication Editor8.Ecommerce Editor

13. Social Media Editor14. Editorial Coordinator15. Digital Marketing Editor

“Editor” has changed in 12 years

1.Magazine Editor2.Mobile site Editor3.Editor for magazine website4.Blogger

9. Localization Editor10.Media Solution Editor11. Content Curation Editor12. Web Magazine Editor

I am still “creating an inspiration” through media

Editor’s Note

What do you want to be in 10 years?

What do you want to be

in 10 years?

Planned Happenstance

Theory計画的偶発性理論

Planned Happenstance Theory計画的偶発性理論There is a belief entrenched in American culture that career planning Is a logical and linear activity...

We do not always need a plan to create a career.Instead, we need a plan to act on happenstance—to transform unplanned events into career opportunity.

If you’ve ever had difficulty with choosing or changing a career, or moving your business forward, it might mean you are trying to rely too much on figuring it all out instead of preparing for happenstance.

Planned Happenstance is both attitude that you gain and actions you take.It is the view that you can create opportunities by taking action on your curiosity and on chance events.

Planned Happenstance is not just luck or being in the right place at the right time.It is a conscious, purposeful, and on-going processthat will help you to build a more satisfying and fulfilling career.

5 traits to be developed1. 好奇心 [Curiosity]2. 持続 [Persistence]3. 柔軟性 [Flexibility]4. 楽観性 [Optimism]5. 冒険心 [Risk Taking]

Planned Happenstance

Theory計画的偶発性理論