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I had no idea my phone could do that! delightful solutions on-the-go from Hearst (mobile)

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Presented at the 2008 O'Reilly Tools of Change for Publishing Conference (www.toccon.com)

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Page 1: I Had No Idea My Phone Could Do That! Presentation

I had no idea my phone could do that!

delightful solutions on-the-go from Hearst (mobile)

Page 2: I Had No Idea My Phone Could Do That! Presentation

our brand new digital network

Hearst digital media, part of Hearst Magazines:

• 16 new brand dotcom sites• 3 new shopper properties• 3 acquisitions • 9 mobile sites• 8 text clubs

Page 3: I Had No Idea My Phone Could Do That! Presentation

largest magazine publisher in:• content

• 9 mobile sites• 8 text clubs

• traffic • 4 MM page views

• & distribution• off-deck• & across all Tier-1 carriers: Verizon, Sprint, at&t

mobile at Hearst

Page 4: I Had No Idea My Phone Could Do That! Presentation

multiple mobile revenue streams:

1. mobile advertising (banners)

2. mobile advertising (SMS/text)

3. application sales

4. wallpapers

5. fake calls

wallpapers: vintage covers & Varga Girls

Page 5: I Had No Idea My Phone Could Do That! Presentation

mobile market overview

• 237 M wireless subscribers in the USA• 1 billion text messages sent a day (up 130% YOY)• wireless data revenues = $10.5 billion (up 63% YOY)CTIA Jun 07

• 32 M are “active mobile internet users”Nielsen Mobile Oct 07

• email/IM/text then information-gathering and sharingM Metrics 2006

advertisers will spend more than $11 billion by 2011 on mobile marketing Informa Telecoms & Media

0

10

20

30

40

50

60

70

MM

Sent Texts

Retrievednews/information

Purchasedringstones

Used photomessaging

Purchasedwallpaper

Downloadedmobile game

Page 6: I Had No Idea My Phone Could Do That! Presentation

Hearst Women’s Network mobile market research

• 4 out of 5 own a mobile phone

• VZW (24%), at&t (22%), Sprint (10%)

• 1 in 5 sent a text message yesterday

• 22% downloaded mobile content in last 30 days

• 10% subscribed to an alert in last 30 days

Nielsen@Plan Winter 07-08: survey of 36,000 online adults/HWN

Page 7: I Had No Idea My Phone Could Do That! Presentation

1. meet un-met needs: location-based, timely tips

2. be simple: deliver bite-size/bijou content pieces

3. reach many: distribution/off-deck & across-carriers

4. any device: make your mobile content device agnostic

5. discover: learn the new rules of search

6. layer digital to RL: user-generated tags & more

7. be engaging, comforting & delightful

7 suggestions: what works in mobile?

Page 8: I Had No Idea My Phone Could Do That! Presentation

• practical solutions: dude decoder, cocktail recipes• decision-makers: Cosmo fake calls, quizzes• location-based info: hot cities guide • timely tips: bedside astrologer • stories to engage: bedroom blog

+• voting/polls• talk to us & send to a friend• user-generated content: tell us about YOUR Hot City!

Cosmo Mobile

Page 9: I Had No Idea My Phone Could Do That! Presentation

• practical solutions: the information (how to)• decision-makers: laws of fashion• location-based info: best bars • timely tips: drinks database • stories to engage: funny joke from a beautiful woman

+• voting/polls• talk to us & send to a friend• user-generated content: know any great bars?

Esquire

Page 10: I Had No Idea My Phone Could Do That! Presentation

• practical solutions: stainbuster, product safety alerts• decision-makers: recipe of the day, tipping• location-based info: Good Housekeeping Seal • timely tips: expert advice, diet & beauty, house/home• stories to engage: good grief, constant dieter

+• voting/polls• talk to us & send to a friend• user-generated content: your recipes, your tips

Good Housekeeping

Page 11: I Had No Idea My Phone Could Do That! Presentation

• wide range of SMS ad programs• text blasts• text quiz• text2win • text2sample (& buy)• text sweeps • text coupons• store/cinema locator

• mobile web (on/off-deck) sales • mobile banners• sponsored sections• mobile microsites

mobile advertising

Page 12: I Had No Idea My Phone Could Do That! Presentation

innovation

“a call-back service that, for 99 cents, lets women

escape from a bad date - has to be one of the

cleverest brand extensions of the year”

Adweek: brand leaders 2007 hot list

Page 13: I Had No Idea My Phone Could Do That! Presentation

industry recognition

best mobile sites 2007: Ziff Davis nominated for global mobile awards

Page 14: I Had No Idea My Phone Could Do That! Presentation

in-book promotion

Page 15: I Had No Idea My Phone Could Do That! Presentation

online promotion

Page 16: I Had No Idea My Phone Could Do That! Presentation

20th Century Fox Home Entertainment: text quiz to drive retail sales

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 17: I Had No Idea My Phone Could Do That! Presentation

TRESemme: opt-in to receive 4 x text alerts from hair stylist expert

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 18: I Had No Idea My Phone Could Do That! Presentation

• text alerts

• sweepstakes

• text2buy

• text2win

• text2sample

• voting & polls

• quizzes

• store locator

• coupons

• and many more!

store locator: users see message in-book and send zip code to shortcode

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 19: I Had No Idea My Phone Could Do That! Presentation

Walgreens: text2win

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 20: I Had No Idea My Phone Could Do That! Presentation

Clinique: testing response (different keywords): in-book & text blast

Text blast: 17% response rate!

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 21: I Had No Idea My Phone Could Do That! Presentation

at&t: text2win

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Page 22: I Had No Idea My Phone Could Do That! Presentation

re-cap: largest magazine publisher in content, traffic & distribution:

• content• 9 mobile sites• 8 text clubs

• traffic • 4 MM page views

• & distribution• off-deck• & across all Tier-1: VZW, Sprint, at&t

Page 23: I Had No Idea My Phone Could Do That! Presentation

re-cap: multiple revenue streams:

1. mobile advertising (banners)

2. mobile advertising (SMS/text)

3. application sales

4. wallpapers

5. fake calls

Page 24: I Had No Idea My Phone Could Do That! Presentation

contact: sophia stuart

director, [email protected]


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