The same choice for Media & Marketers

INNOVATE FAST OR

DIE SLOWLY

@jonobean

2003 – 2009

MEDIAOne of UK’s leading media companies

6,000 + employees

Successful Digital Transition

Globalisation

Increasing Revenue & Profit

2009 – Present

SOFTWARENordics leading PR SaaS companies

From 10 to 200 employees

Disruptive Innovation

Startup Challenger to Market Leader

Technology $ for Media Parent

“The question is whether traditional content

companies will win the game because they have

learned how to use technology or whether the

technology companies win because they learn how

to create content. That is the great game today.”Mathias DöpfnerCEO, Axel Springer @jonobean

Apple Apple News

GoogleDNI & AMP

FacebookInstant Articles

Snapchat Snapchat Discover

Twitter Twitter Moments

LinkedIn Linkedin Pulse

@jonobean

“Whoever creates more convenience at the lowest cost creates value.”

Travis KalanickCEO, Uber

@jonobean

THE PROBLEM

@jonobean

MONETISATIONIncreased competition from (media) startups

Lower Ad rates on mobile

Increased usage of Ad blockers

Most Millenials do not want to pay for news

@jonobean

HERE’S THE GOOD NEWS

@jonobean

DEMAND MARKET SIZE

+

X100

PRICES

-

X10

@jonobean

HERE’S THE 10 MEDIA BUSINESS MODELS WHICH

HELP YOU ACHIEVE IT

@jonobean

Advertising

Software

Government Subsidy

Micropayments

Cross Media (TV, Books, Film etc)

Crowd funding

Subscription

Philanthropy

Premium Content

Events

CROWD FUNDING

@jonobean

MICRO PAYMENTSNo paywalls, no ADs, no klickbait

@jonobean

CONTENT

COMMUNITY

COMMERCE

@jonobean

CONTENT COMMUNITY COMMERCE

Inspiration (Photos)

Editorial(Guides / Articles)

Services(Professionals)

Discussions Products

9MWorld’s largest photo

database

20K “Wikipedia” of home

design

1MPortfolios & reviews

2M Pro & homeowner

support / advice

6MDiscover & purchase

HOUZZ – CONTENT (PHOTOS) / COMMUNITY (PROFESSIONALS + CONSUMERS / COMMERCE (PRODUCTS), 4/12 – 4/14

Source: Houzz, Consumer defined as unique monthly users, Active Professional defined as active users of Houzz with a business profile.

1. Expressen installs Tipser

2. Tipser enables tool kit, shopping cart and payment

provider

3. Expressen curates products and creates content with

relevance

4. Readers convert to consumers – still at Expressen.se

5. Tipser manages transactions and customer support

E-Commerce for Media =

@jonobean

COMPETING IN THE ATTENTION ECONOMY

@jonobean

Digital Screen Share (%) Minutes (Video & other web browsing)

Global Media Spend

Source: Zenith Optimedia Advertising Expenditure Forecasts, December 2014

51

21

27

8

30

62

17

29

55

2015 2014 2017

MOBILE

COMPUTER

TV

BUDGETS & ADVERTISER CHOICE MUST CHANGE

CLASSICAL RULES OF

ADVERTISING ACROSS MEDIA

✓INTERACTION COST

✓IMMEDIATE DISCLOSURE

✓INCREASING FOCUS FOR DECREASING SCREEN SIZES

✓INFORMATION SCENT

SUCCESSFULMOBILE-FIRST ADVERTISING

HUMAN COMPUTER INTERACTION ON MOBILE

✓ATTENTION

✓BRANDING

✓COMMUNICATION

✓DELIVERY

@jonobean

APPOINTMENT MEDIA

Create demand by limiting supply

@jonobean

SOCIAL

Facebook 1,500mYoutube 1,000m Instagram 400mTwitter320mLinkedin 100mSlideshare 70m

SEARCH

100 billion month monthly searches

3.5 billion searches per day

EMAIL

2.6 billion email users

sending & receiving 205 billion emails per day

OMNI PUBLISHING

MESSAGING APPS

WhatsApp 800m QQ

860mFB Messenger 800mQzone

653mWechat 650mSnapchat 400m

@jonobean

MESSAGING APPS HAVE SURPASSED SOCIAL NETWORKSMonthly active users for top 4 social networks and messaging apps

Source: Companies, BI Intelligence@jonobean

From 65,000 Mynewsdesk journalists here’s what 2,000 told us…

@jonobean

• Publisher & Journalist Priorities not aligned• Knowledge, Versatility and Creativity are key• Omni-Platform Publishing a reality• Resigned to Sponsored Content• Faith in the Status Quo

@jonobean

1. Time2. Relevance of Stories3. Lack of Images & Video

The pains

@jonobean

“I am not worried about the future of journalists, because the best of them will be making a living being their own brand.

In the old days, a lot of newspapers were funded either by rich people, unions, or political parties. We may return to that way of funding.

A lot of people complain

these days that the algorithms of Facebook and Google to sort out the news we don’t want to hear. But that is exactly they way it was, when we subscribed to our preferred political newspaper”

Geir Terje Ruudindependent editorial developer, self made journalist and former editor of Verends Gang and Ekstra Bladet.

“I can definitely see robots playing a larger role in news journalism in the near future. And I do not think it is bad for journalists or our audience.

Journalists are slow to accept change. And so are media owners.

They have let nostalgia

stand in the way of developing new business models and formats. We have to adapt to this new reality and landscape. Our competitors sure have.”

Martin Schoriauthor Online Only, KIT and Foreign editor at Aftonbladet.

1. Works with content2. Should always aim to be objective3. Is someone who tells a story and has an audience

A journalist today

@jonobean

WINNING IN THE MEDIUM TERMDeploy high-impact marketing programs to deliver strong marketing ROI

• Establish a mobile-first mentality • Build an omnichannel presence • Adopt a marketing mix model • Manage the digital-media mix• Leverage programmatic buying • Create partner loop teams

FUNDING THE JOURNEYLaunch short-term moves to establish momentum and

free up capital to fuel new marketing programs• Optimize the media mix• Decrease production costs• Improve agency-setup efficiencies

BUILDING THE RIGHT TEAM, ORGANIZATION, AND CULTURESet up the right organization for the new marketing world and deploy an agile and innovative culture

Perform a capability assessment Invest in technology Design the organization Develop a forward-thinking culture

DEVELOPING THE STRATEGYDefine the overall marketing strategy and ambition

Define your marketing strategy Develop your data strategy Set your marketing KPIs

Source: BCG and Google analysis

3 INGREDIENTS FOR SUCSESS

@jonobean

TALENT

@jonobean

INNOVATION ENGINE

@jonobean

INNOVATION ENGINE

1BRAINSTORM

2EXPERIMENTS

3ANALYZE

4SYSTEMIZE

1. BRAINSTORM

Brainstorm, generate, rip ideas of tests you want to run for each phase (AARRR).

Best sources are existing customers, campaigns, competitors.

Outline hypothesis on outcome and steps.

2. EXPERIMENTS

Implement experiments in the applicable phase.

Make sure analytics and tracking is in place

Create experiment document that contains all information, how-to’s, etc.

3. ANALYZE

Verify if experiment failed or succeeded.

Track KPIs and most important results.

Update your experiment document with relevant information.

4. SYSTEMIZE

If experiment was a success, then create Playbook and, if applicable, make it a permanent element.

CHANGE

1CREATE

Sense of urgency

2BUILD

Guiding coalition

3FORM

Strategic vision& initiatives

4ENLIST

Volunteer army5ENABLE

Action by removing barriers

6GENERATE Short term wins

7SUSTAIN Acceleration

8INSTITUTE

Change

@jonobean

“Success is the ability to go from one failure to another without the loss of enthusiasm”Winston Churchill

@jonobean

THANK YOU!@jonobean