2010 abm executive forum: six ideas

8/8/2019 2010 ABM Executive Forum: Six Ideas

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Six Ideas in 60

Minutes



What is eMedia Vitals?

± A Web-based community for the magazine and newspaper industries

± The recognized authority on digital media (MPA, ABM,FIPP)

± 100% focused on digital media strategy and tactics

What does eMedia Vitals do?

± Inspiring the rebirth of the publishing industry through anopen exchange of innovative ideas, best practices anddemonstrable successes

± Educating publishing community as to how technology canreinvigorate and transform their business

Improving the health of the media industry



Capturing the Conversation:

The Future of Media



So Many Ideas, Finite Resources



Adapt better to current paradigm shift

Focus on enriching relationship with readers

Attack issue of marketer disintermediation

Cultivate agile environment

Leverage technology without breaking the bank

Six Ideas Focused on Sustainable Growth



1999 to 2009: Search engineswere the disruptive technologyto be reckoned with.

2010 to 2020: Social andmobile will be the changeagents of this decade.

Publishers that fail quickly andcorrect more quickly willsucceed.

2010: Another Paradigm Shift



Fail Quickly



Small teams outperform large ones when dealing with disruptivebusiness forces.

Mix in audience development personnel from retailers and catalogerswith your existing personnel.

Create compensation plans that value engagement metrics andbehavioral data acquisition as much as passing the audit.

Develop a training program« this stuff changes fast. In order to failquickly, you need to institutionalize learning quickly.

Compensation and training go hand-in-hand. Offer training as a

reward for doing a good job. ± I do well -> I make more money -> I get more training -> I do even better -

> I get even more money.

± This is BS. I don¶t want to do it. -> I don¶t do well. -> I don¶t make moremoney. -> I either quit, get fire, or figure it out.

Organizational Challenges and Solutions



Subject matter:

± Online business strategy

± Agile Web development

± Database marketing

± Loyalty marketing

± Social media

Type of training:

± Formalize internal knowledge sharing.

± Send top performers to training instead of conferences.

What Kind of Training Should I Invest In?



1. Social Sign-On w/ Integrated AudienceManagement

2. Mobile Offerings w/ Integrated Audience

Management

3. QR Codes

4. Loyalty Marketing

5. On-site Behavioral Ad Targeting6. Behavioral Ad Network

The New List!



1. Social Sign-on



Google: ubiquitous amongage groups

Facebook: users share more

content LinkedIn: profile data updatedwhen people switch jobs

Twitter : news junkies

Use them all« don¶t limityourself« Gigya and Janrainallow cross-networkintegration.

Each Player Has Strengths

Full disclosure: Gigya is an

eMedia Vitals advertiser.



Data Collection

Provider Basic Profile Extended Profile Contacts

Social

Publishing

AOL Birthday, Country, Email, Gender, Postal

Code, Preferred Username

N/AN/A N/A

Google Country, First and Last Name, Language,

Verified EmailGmail Contacts Yes Yes

Facebook Birthday, Current Location, First and Last

Name, Name, Profile URL, Profile

Photo,Sex, Time Zone, Verified Email

About Me, Books, Friend IDs, Interests,

Meeting For, Movies, Music, Political Views,

Quotes, Relationship Status, Religion,

Status, TV Shows, Work History

Yes Yes

LinkedIn

Birthday, Display Name, First and Last

Name, Location, Photo

Summary, headline, industry, current

status, total number of connections,

current and past work history, education

history, twitter accounts, IM accounts,

interests, associations, specialties, honors

Yes Yes

MySpace

Birthday, Gender, Name, Nickname,

Profile Photo, URLs

About Me, Body Type, Books, Children,

Current Location, Drinker, Ethnicity, Family

Name, Friends, Heroes, Interests, Language

Spoken, Looking For, Movies,Profile Song,

Profile URL, Relationship Status, Religion,Sexual Orientation, Smoker, Status, TV

Shows

Yes Yes

Twitter Display Name, Name, Preferred

Username, Profile Photo, Twitter UrlN/A N/A Yes

Windows

Live

Birthday, Display Name, Email, First And

Last Name, Gender, Profile Photo, Urls

Anniversary, Hotmail/MSN

Addresses,Phone NumbersYes COMING SOON

Yahoo Full Name, Gender, Language, Nickname,

Postal-Code, Profile Photo, Verified EmailYahoo Contacts Yes Yes



Improved lead generation offerings ± Better conversion rates via social sign-on vs. filling out a

form with data you¶ve already given

± Socialized promotion of your lead gen campaigns

Coregistration

Co-socialization: ³recommend´ advertiser Facebookfan pages, Twitter accounts, or LinkedIn Groupswhen users register with one of those accounts.

Improved ad sales: As advertisers shift spends andefforts to social, ad dollars will flow the the moresocially adept publishers.

Revenue Opportunities



IDG Connect: social media for lead generation

Vital Business Media: custom content solutionsincorporate social media offerings

Rapleaf : social media append to email lists

Revenue Examples



2. Mobile Offerings



Mobile Web access to exceed desktop accessby 2013.

4G wireless expected to take mobile content

consumption above 1 GB/month for a singleuser .

iPhone being adopted by enterprise, RIM andMicrosoft responding.

Financial Times generated over $1.5 million iniPad advertising

Economist selling app at $9.99.

Is Mobile that Big a Deal for B2B?



Possible with iOS apps, Android apps, and themobile Web

Bundle offers:

± Premium Web site content

± Premium mobile app content

± Access to digital edition on Tablet / iPad

Store subscriber data, access rights, andcommerce data in single platform, acrossmultiple channels

Tie Mobile Offerings into Audience Management Systems



Use news as the free part of your freemiumstrategy

Use data to build mobile-based tools

± Ag: weed and treatment identification

± Buyers Guides: location-based versions of your buyers guides

Use video and social media to make contentmore interactive

Go Beyond News and Magazine Content



3. QR Codes



Quick Response Code

Turns any mobile phone with a camera into abarcode scanner .

A QR code can be tied to many things«

± A Web page

± Social Media

± A MMS message QR code generators/readers are widely

available and cost effective

What is a QR Code?



Bingo cards 2.0: magazine-based leadgeneration.

New life for print buyer¶s guides issues.

Enable social media sharing of content and ads. Integrate into mobile apps to collect more user

behavioral data.

Tie mobile app usage into audience database for

upsell opportunities, email targeting, leadgeneration offerings and renewal/verificationefforts.

What Do I Use it For?



Hy.pr ± More url based than QR codes

± Specializes in social media sharing of content

Microsoft Tag ± Proprietary technology

± 2 billion tags ³printed´

± 100k magazine editions contained tags since August 2010

Scanlife ± Car & Driver used QR codes in their annual buyer¶s guide

IMS ± Integrated into reporting

Who Can Help Me Get Started?



4. Loyalty Marketing

Ryan Bingham: ³Our business expenseallots forty dollars each for dinner . Iplan on grabbing as many miles as Ican.´

Natalie Keener : Do they throw you a

parade?Ryan Bingham: You get lifetimeexecutive status. You get to meet thechief pilot, Maynard Finch.

Natalie Keener : Wow. Ryan Bingham: And they put your

name on the side of a plane. Natalie Keener : Men [are obsessed

with] their names on things. You guysdon't grow up. It's like you need topee on everything.



We talk about communities, but do we really havethem?

Many B2B publishers are bludgeoning their email

lists to death for whitepaper and webinar campaigns.

Most loyal readers get the most email because theyare the most responsive« do we want to penalize

our brand advocates? Inverse relationship between how we treat our most

loyal readers and how they want to be treated.

Loyalty Marketing:Increased Expense or Revenue Stream?



What if you could reward readers for: ± Commenting ± Sharing content on a social network ± Getting a colleague to subscribe

± Registering for a whitepaper or attending a webinar ± Getting a colleague to register for a whitepaper or attend a

webinar

You could offer them ± Free research

± Discounts on trade shows ± Discounts on advertiser products/services ± Trial subscription to data product ± Lunch with the Executive Editor

Rewarding Loyalty



Look at Foursquare¶s badges¶ impact onpublishing:

± NYT, Huffington Post, Philly.com, Gourmet Live and

many other publications have adopted badges ± Offerings like Badgeville offers publishers a ³social

rewards and analytics platform´

Look at how Digg made its loyal users feel

discarded and its impact on traffic

Make Loyal Readers Feel Valued



Digg¶s Collapse



Editor & Publisher¶s Collapse



5. On-Site Behavioral Targeting



Online advertising is shifting from site targetingto people targeting

Privacy bill less of a threat due to:

± Republican House

± Rep. Boucher¶s election loss

± Industry¶s self-regulation efforts

C

anon already using behavioral ad serving(DoubleClick Boomerang)« saw 49% increase

in click-thru rate

Behavioral Targeting for B2B



Group users based on content affinity (matchesyour site¶s taxonomy)

Serve ads in popular ad categories against

unrelated content but related user interests Improves click-thru¶s

Improves CPM¶s

Utilize more inventory

Benefits



5a. Selling Behavioral Targeting Data



Build behavioral data collection strategy for both endemic advertisers and non-endemicadvertisers

Some non-endemic segments ± Finance content interest (used by banks, corporate

credit cards, etc.)

± Mobile Web users (used by wireless carriers)

Verizon mobile Web users Sprint mobile Web users

AT&T mobile Web users

List Rental for Cookies



HUGE opportunity for B2B publishers

Dramatically changes scale of B2B marketingefforts

FACT: This will create tangible branding impactfor advertisers

Makes small advertisers look big

Makes your publication look smart, innovative Exponentially increases your online inventory

Fantastic margins via CPM arbitrage

6. Behavioral Ad Network



Target your readers on other sites:

± Newspapers

± Blogs

± Social Media (Digg, Slideshare, LinkedIn, etc.)

Segment your readers into interest groups,similar to behavioral targeting on your site.

± You can combine and/or exclude segments, based on

campaign needs.

Need a minimum of 500 users in a segment.

How Does it Work?



eMedia Vitals ran a test case scenario.

GOAL: Improve brand metrics of eMedia Vitals,as seen through return visitors and visits

Method:

± Use branding ads with no call to action (click thru¶swould throw off the ability to measure brand impact).

± Select newspaper sites in top 15 media markets and

blogs that we knew our readers also followed.

± Avoid making any other changes to audiencedevelopment that would impact the study.

Does it work?



96k impressions

55 clicks (.06% CTR)

Sounds bad, right? No!

Outcome: 56% increase in return visits Those visitors more valuable than search visitors

± Time spent is 80% higher

± Page views per visit is 14% more

Launched advertiser offering in lateSeptember« three customers runningcampaigns already.

Did it Work?



eMedia Vitals has become associated with high qualitybrands ± The Wall Street Journal ± The New York Times ± New York Magazine ± Mashable ± The Los Angeles Times ± The Harvard Crimson ± Christian Science Monitor ± VentureBeat

± Harper¶s Magazine ± GigaOm ± USA Today ± more

High Quality Brands



Example Placement



Highly Profitable

Inventory can be bought for between $5 CPMand $20 CPM

This inventory can be sold at $35 CPM to $70

CPM« but only because of your data! Great way to monetize mobile.

± Instead of getting a single mobile sponsor, sellbehavioral mobile ads instead.

± People see their phones as extensions of themselves« opportunity to sell huge premiums toenter that environment in a meaningful way.



1. Use social networks to increase:1. Quantity of registered users to your brand.

2. Quality of behavioral data you have on users.

2. Use loyalty marketing to encourage users to comment,register for white papers, save content, etc., which gives you

more behavioral data.3. Tie in mobile offerings to audience database.

4. Use QR codes to enable print lead generation, adeffectiveness analysis, and gather more information onaudience.

5. Use behavioral advertising to increaseC

TR¶s,C

PM¶s andpercentage of inventory sold.

6. Create a behavioral ad network to bring scale to your onlinebusiness and improve margins.

Putting it all Together

2010 abm executive forum: six ideas

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