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Here's our takeaways from SIIA's Digital Content and Media Summit in London (23-25 September 2013).
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deeson-creative.co.uk
What can we learn from a bunch of publishers?
Well, Mark Zuckerberg has got it wrong for a start
SIIA Digital Content and Media Summit
Thursday, 26 September 13
deeson-creative.co.uk
We met Parry Malm from Adestra. We talked about beards and email
• Email is not dead and it’s not going anywhere. It’s the only ‘app’ that connects all the platforms
• It will act as a single sign-in primary key - just like your Facebook login
• Your personal data will be scrambled using MD5 hash encryption
• What’s MD5 hash? Google it!
Thursday, 26 September 13
deeson-creative.co.uk
Parry worries email is neglected because it’s not sexy
• Two thirds of people will not see your emailer
• Don’t get hung up on open/click rates• Emailers are inbox branding to stay
top of mind at buying time• Deal with hard bounces• Don’t send out crap content
Thursday, 26 September 13
deeson-creative.co.uk
Parry’s email insights
• Daily and weekly emailers get the most opens• Multiple subject lines perform better than
single topic• ‘Alert’, ‘news’, ‘video’ and ‘update’ get higher
click volumes• Words such as ‘webinar’, ‘report’ and
‘intelligence’ get low response rates• Split test your emailer - it’s trial and error,
baby!
Thursday, 26 September 13
deeson-creative.co.uk
• If you’re losing traction - think about re-engagement
• Ask those who haven’t clicked in the last month, why?
• Ask them smart questions to gain intelligence• Find out about yourself, listen and evolve
Don’t lose the audience. Re-engage
Thursday, 26 September 13
deeson-creative.co.uk
We’re going to see a flood of cheap devicesBenedict Evans, analyst
• Real growth is from smartphones• Significant contraction of manufacturers• Microsoft’s share of device sales has
fallen from 95% to 25%• Blackberry’s 30% share has slumped to
2%• Apple and Samsung account for 2/3 of all
industry revenue• Tablets are accelerating growth
Thursday, 26 September 13
deeson-creative.co.uk
It’s time to get digital and do it wellBenedict Evans, analyst
• The four horsemen of the internet are: Amazon, Facebook, Google and Apple
• They have huge ecosystems• Apple doesn’t make money from content but
provides iTunes and apps to drive the need for hardware
• For Amazon, Facebook and Google - it’s all about the mobile experience
Thursday, 26 September 13
deeson-creative.co.uk
Five years ago, these jobs did not exist in publishing
• Librarian to manage metatags• Information architect• Developer• Product manager• Content team• Social media manager• Community manager
Thursday, 26 September 13
deeson-creative.co.uk
Content is free. It really is.
• Forbes has opened up its publishing• Anyone can submit content• Forbes no longer generates but curates• Brands need to share content • Full reports are free, while executive
summaries and slides are premium
Thursday, 26 September 13
deeson-creative.co.uk
It’s all about Russian doll publishing. Time to chunk your content
• Don’t think in terms of product, such as books, journals or publications
• Think about paragraphs, chapters, charts, diagrams, infographics and data
• Dissect your products into chunks, metatag and make them discoverable
• Put content where your audiences are
Thursday, 26 September 13
deeson-creative.co.uk
Do the rules of the last 50 years apply today?Rob Grainger, Stonewash
• Quarterly publications lose engagement and loyalty is short-lived on digital
• Engagement is highest on weekly magazines
• Weekly magazine revenue potential is higher compared to monthly publications
• Most people read digital publications on Saturday evenings
Thursday, 26 September 13
deeson-creative.co.uk
• $1.2million revenue per month from digital• 250% growth in five years• 75% sales outside UK• Half are paid subs• 60% renewal rates
Digital print brands need hub websitesAndy Rice, Future Music, Auto & Sport
Thursday, 26 September 13
deeson-creative.co.uk
Create Once and Publish Everywhere is a means to an endClementine Vioux, Dennis Media Factory
• Don’t make HTML fit the print layout - think content first
• Don’t develop for one device type - think about all devices
• Don’t ignore your editorial team - think of their processes
Thursday, 26 September 13
deeson-creative.co.uk
Launch is just the beginningClementine Vioux, Dennis Media Factory
• Use a flat content plan for product focus• Simplify• Design mobile first - it’s got the smallest
screen• It doesn’t have to be amazing first time -
keep refining
Thursday, 26 September 13
deeson-creative.co.uk
Digital publishing. Are we turning our editorial teams into data entry monkeys? Michael Kowalski, Contentment
• Designer and developer have different start points transferring print to digital
• Templates limit design - what happened to designing around content?
• Chunk it up using different templates for each section
• Think about the work flow - Dropbox > Padify > HTML5 > Pugpig
Thursday, 26 September 13
deeson-creative.co.uk
Stay connected @deesoncreative
Thursday, 26 September 13