WoodWing Datagraf Communications Presentation June 17 2014

MULTICHANNEL PUBLISHING Implementing

Anders Frey Birkmose Digital Director Datagraf Communications

Datagraf Communications

Norway, Sweden & Denmark 140 employees 100+ publications Concept, Design, Editorial, Ad sales, Effect

WoodWing advantages

§  Planning and structure §  Automate tasks – avoid errors §  Multichannel publishing §  Access everywhere

Persons involved

Editor Designers Proof readers Journalists Photographers

Identifying changes in the organisation

§  Who is going to work differently? §  Habits are hard to change §  Training, training, training

Habit loop

Cue

Routine

Reward

Habit loop

Cue

Routine

Reward

new

Changing habits

§  Drawing the big picture together §  Training §  Rehearsal before launch §  Building confidence

Holding on

§  Reviews after each publication §  Optimise processes §  Optimise templates §  Building confidence

…And on

§  Keep working on those old habits §  Meet and talk about how to improve

Plan for initial launch

Publishing Publishing

Plan for initial launch

Publishing

Rehearsal

Training

The big picture

Optimisation

Rehearsal

Publishing

Review

Phases

1.  Initial launch in one media channel 2.  Overall review and customisation 3.  Adding another channel

WHY? Multichannel publishing

Media usage in minutes by age

0

20

40

60

80

100

120

140

15 - 29 30 - 49 50 - 64 65 +

Print Internet

Media usage 1900 - 2020

Social media 2006 - 2013

Understand the media gears

PRINT SOCIAL

Print

Stories travel between media channels

Nyhed

Case

Profil

Kritisk nyhed

Case-testemonials

Case-citatspor

Forskningsartikel

Nyhed med politiker

Medlemspanel

Reportage m/nyhedskrog

Case/modcase

Profil – interview m/helt

Ny viden

Interview – forskning

Bag om ordet

Medlemspanel

Billedmosaik

Tidslinje/infografik

Case fra kursus

1 2 3 4 5 6 7 8 9 10 11 uge 13 uge 14 uge 15

TTA – Tilbage Til Arbejde

Lejre – smertebehandling

Ny viden – Velfærdsteknologi

Bag om ordet

Medlemspanel

Kampagne

Fokusområder – fast tidslinje

Forskningsinterview

Arrangementer/kurser

Nyhed

ONLINE

PRINT

GENRE

Print Print

Example

Take aways

§  Woodwing Content Station is a great IT solution §  People make it work §  New routines demand new habits §  Make a plan for the implementation (training, rehearsal and

reviews) §  Understand how you can utilise the media channels to drive the

audience your way §  Create a plan for your stories across multiple media channels

Anders Frey Birkmose Datagraf Communications Anders.birkmose@datagraf.dk @andersbirkmose