Post on 31-Oct-2014
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Use of Apps & Social Media to reach international communities
Kim Watson – 1st March 2011www.millivres.co.uk
1. Know your core audience and their communications preferences?
• OutNow Gay consumer survey UK Media consumption statistics
• 31% spend 5-9 hours per week watching TV• 43% spend 1-4 hours per week reading newspapers• 39% spend 1-4 hours per week reading magazines• 30% Spend 10-19 hours per week online via a PC or
mobile devices
LESS time spent on TV & RADIO MORE time on PRINT and ONLINE & digital MEDIA by the gay market in UK as especially the GT, DIVA and PinkPaper sample.
…and their social media usage
• Over 1/3 of GT and DIVA readers in the sample surveyed use Facebook many times per day and 66% a few times per day and Pink Paper 30% & 53%. All showed high daily use across most age brackets( Under 18-54)
• 62% of UK sample Never use Twitter • BUT 38% of GT and almost 30% of DIVA and Pink
Paper samples respectively use Twitter daily!
• 30% use You Tube once every few days
2. What devices are they most likely to own ? Portable Media Device Take-Up
by MPG Media Brands compared to Ofcom UK media report • GT 73% own a Laptop 35% own an iPhone or Blackberry6.2% own an iPad
• DIVA71.5% own a Laptop31% own an iPhone or Blackberry 2% own iPad
• PinkPaper.com70.4% own a Laptop 27 % own an iPhone orBlackberry2.6% own iPad
OFFCOM : 64% of UK population own a computer ( PC or Laptop)
24% own a 3G handset (incl. Blackberry or iPhone)
12% own other handheld PDa/devices (incl. iPad)
3. BUILD YOUR PLAN - quick tips
• Focus on what you/your brands do best
• Make sure content is unique and not available elsewhere
• Never offer/charge for something that can be sourced for free
• The app. Must have a function and reason to revisit regularly
• Get it rated – Apps live and die by user ratings
• If charging for content offer multiple layers or Subs models
• Adult content – expect Apple censorship (Google less stringent)
• A full article appears on http://www.smartinsights.com/digital-marketing-strategy-alerts/how-to-develop-and-launch-iphone-and-ipad-apps/
4. How we delivered our plan?
• Started process of digitising our magazines via Gay Times & DIVA Digital page turner magazines for PCs/Macs launched via Zinio in June 2008.
• December 2009- March 2010 research and options:• Consider options re development costs and revenue
streams. Insource vs Outsource; customer research...
• Our choices skipped development & approval stage.
• Launched via via brand touch-points with Magcloner.com and Zinio in June 2010
Promoting The Global Benefits COMPETITIVE/DYNAMIC PRICING - Low production costs/no print and delivery costs = more territory friendly pricing for single issue and subscriptions.
WIDER DISTRIBUTION - Are available directly to all consumers and not down to store manager, distributor or wholesaler selection.
REACH/PENETRATION - Countries with no other specific LGBT media or of recent legislation changes become instantly accessible digitally
CONVENIENCE– Instantaneous, convenient and interactive content delivery via your preferred device
BRANDING BENEFITS – Your brand becomes a community hub for a whole new audience - example - Gay Times Facebook fans in South America
Use of social, viral and video media ?
• We joined up our social, digital & offline content and communications mix.
• E-marketing newsletters – push content links via social media
• Facebook – redesigned pages & buttons to link touch-points
• Twitter –often link our web and video channels through twitter
• You Tube - behind the scenes e.g GT election special • Pink Sixty 60 second daily video news service • Cross promotion other gay platforms Attitude app
splash page and Grindr dating app.
5. THE POWER OF TRUSTED BRANDS
GT celebrating 400th issue in 8 months time.
DIVA celebrating 200 issues in January 13.
Pink Paper celebrating 25 years in 2012.
• 3 Heritage media brands that are leading through trailblazing change, continued community engagement and relevant audience reach.
What Next @MPG ?
• DIVA my mini girlfriend App to launch in Spring.
• Plus other news, jobs, shopping and ad soultions under R&D!!!
• THANK YOU www.millivres.co.uk