packaging and the gone girl with the dragon tattoo on the train | monki gras 2017
TRANSCRIPT
Packaging—and theGone Girl
with the Dragon Tattooon the Train
Claire Giordano | Monki Gras 2017 | London
#monkigras @clairegiordano
• Product Manager
• Product Marketing
• Engineering Manager
•Alum of Brown, Sun, A9, Quantum
• @clairegiordano
About Me
Storage | Operating Systems | SaaS | Developer Tools
#monkigras @clairegiordano
#monkigras @clairegiordano
#monkigras @clairegiordano
www.fivethirtyeight.com/features/the-gone-girl-with-the-dragon-tattoo-on-the-train/ #monkigras @clairegiordano
#monkigras @clairegiordano
How is the packaging
of ideas & information
changing—and what
does that mean for us?
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Production | Creation
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Distribution | Reach
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Access
The George Peabody Library, Johns Hopkins University #monkigras @clairegiordano
www.ted.com/talks/sarah_kay_if_i_should_have_a_daughter #monkigras @clairegiordano
I show up to each
new poem with a
backpack full of
everywhere else
I’ve been.”
—Sarah Kay
“
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Books1
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Do you know how
long it took me to get
new books to read
the summer after
9th grade?
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By Billy Hathorn (Own work) [CC BY-SA 3.0]
Time: 35+60+40=2.25 hrs/wk
Selection
Discovery Carry
Open
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Selection
Discovery
Anywhere
Seconds
Larger
Font Sizes
Democratizes
Publishing…
24x7x365
Small & Light
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The Economist2
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How does a 173-year-old publication
[…] fit on a messaging app
whose unique selling point
is bite-sized, disappearing videos?”
—Lucy Rohr, The Economist
“
Medium | Severe Contest | Oct 7, 2016
www.medium.com/severe-contest/the-economist-launches-on-snapchat-discover-dc1d589b9504# #monkigras @clairegiordano
#monkigras @clairegiordano
#monkigras @clairegiordano
You can’t deny the power of
Snapchat as a content distribution
platform. And you can’t deny the
power of the Snapchat Generation.”
—Lydia Kaldas, SVP of Strategy and Channel Relationships
Folio |Oct 20, 2016 | www.foliomag.com/brief-convo-snapchat/
“
#monkigras @clairegiordano
Millenial audience
New forms of powerful,
satisfying (visual) content
Enables subscriptions model
Experimentation & data
Why Package on Snapchat?
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Serendipity & Story3
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www.twitter.com/mwichary/status/791709895083102209 #monkigras @clairegiordano
#monkigras @clairegiordanowww.twitter.com/mwichary/
#monkigras @clairegiordanowww.twitter.com/mwichary/
www.twitter.com/mwichary/ #monkigras @clairegiordano
Reach audience that
wouldn’t otherwise reach
“Slow reveal”: tell story in
lyrical, serial way
Interaction with readers is
part of magic
www.twitter.com/mwichary/
Packaging a Story on Twitter
#monkigras @clairegiordano
Meanwhile, on Instagram
www.instagram.com/heyharryheymatilda/ #monkigras @clairegiordano
Why
Package
Stories On
Instagram?
Direct from creator to audience
Mix photography & written word
“Slow reveal”: tell in serial way
Interact with readers
Secure audience—then publisher#monkigras @clairegiordano
Creators/Producers
•New forms, mixed media
•Reduced cycle times
•Democratized access
• Increased reach
Consumers/Users
•Massive selection
•Better discovery
•Immediacy
•Anywhere & anytime
•Customize: fonts, zoom
•Delight: forms, serialized
•More & more & more
11WaysPackagingBenefi ts Us #monkigras @clairegiordano
Claire Giordano (Own Work)
CC BY-SA 3.0
The best packaging—
for ideas and
information—enables
convenience.
#monkigras @clairegiordano
Claire Giordano (Own Work)
CC BY-SA 3.0
Convenience kills,
and yet…
Amid all this information
—How to focus ?
—How to choose ?
—How to think ?
#monkigras @clairegiordano
Thank you!Claire Giordano
@clairegiordano
www.linkedin.com/in/claireg#monkigras @clairegiordano