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Kristoffer Okkels, Senior Digital Business Consultant Morten Barkholt, User Experience Consultant From offline to online How to digitize your printed content with success
Kristoffer Okkels, Senior Digital Business ConsultantMorten Barkholt, User Experience Consultant
From offline to onlineHow to digitize your printed content with success
…than content strategy
Today’s focus is different…
© Creuna
…and content distribution
http://www.creuna.dk/events/praesentationer/create-once-publish-everywhere/
http://www.creuna.dk/events/praesentationer/fra-indholdssystemer-til-indholdsstrategier/
Today is all about the potentials and pitfalls of bringing offline content into an online world.
© Creuna
More time is spent on digital media than on sleeping
© CreunaSource: http://www.bbc.com/news/technology-28677674
2010 2011 2012 2013 2014
Digital 29,6% 33,8% 38,5% 43,4% 47,1%
TV 40,9% 40,4% 39,2% 37,5% 36,5%
Radio 14,9% 13,9% 13,0% 11,9% 10,9%
Print 7,7% 6,5% 5,4% 4,4% 3,5%
Other 7,0% 5,5% 4,0% 2,8% 1,9%
Total (hrs:mins) 10:46 11:18 11:49 12:03 12:14
Print continues to decline
© CreunaSource: http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782
Share of time spent per day by US adults
Content as the cornerstone
© CreunaSource: Contently
”Content marketing is the atomic particle of all the rest of a brand’s marketing campaigns.Rebecca Lieb, Altimeter Group
If this is the starting point…
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…this is rarely the solution
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Mike Straus, UX Booth
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The user-centered design thinking behind print magazines is just as relevant in today’s digital era as it was 350 years ago.
Source: http://www.uxbooth.com/articles/what-ux-can-learn-from-print/
”
Keeping the best from print…
© Creuna
…but challenging offline attributes
Completed editions
Time and frequency
Editorial processes
Name & brand identity
Recognizable elements
Editorial guidance
engage & interact+personalize experiences
+aggregate content sources+continuously test & optimize+enhance business potentials
Remember digital’s ability to…
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We need a different
starting point© Creuna
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Our framework
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
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Finding the digital sweet spot
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
The digital sweet spot
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Brand & businessWhat is our DNA, our objectives, and what stories are we able to tell?
Customers & marketWhat do customers
desire are where are their needs not yet met?
authenticity +
relevance
Two recent cases
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”Vi har i mange år talt om, at vi er inspireret af børn i den måde vi arbejder på, fx når vi udvikler og designer nye produkter. Men vi har aldrig brugt det i vores eksterne kommunikation.”Helle Schmidt Hansen, Marketing Manager, name it
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1. What are people searching for?2. What are people talking about?3. How is the competition?
Validated through insights
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Brand & BusinessWe’re inspired by kids’ creativity and imagination in all that we do. It’s in our soul and DNA.
Customers & MarketWe’re always on the look-out for creative ways of spending
time with our kids.
name it’s digital sweet spot
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We have a clear mission:
We want to create”god arbejdslyst”.
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How do we communicate ’arbejdslyst’ in a way that engages people digitally?
Our assumptionPeople relate to specific topics. With editorial themes we can enhance user engagement
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User test focusing on…1. The concept2. The thematics3. The content
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Brand & BusinessIt’s our mission to create more ‘arbejdslyst’ in the Danish society, and we’ve got lots of stories to tell.
Customers & MarketIt makes sense for Krifa to take this position and the
content is relevant, appealing and newsworthy.
Krifa’s digital sweet spot
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Defining what and how to measure
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
© Creuna
brand awareness
# of leadstrust and affinity
seo power
engagementWhat to measure?
Regardless of purpose, measuring success in digital is a whole other ballgame than on print.
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A digital KPI framework
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We want to be a natural part of the scuba diving community by providinginspiring content and relevant services across all digital channels
Increase brand awareness
Become a source of inspiration
Meet customers on all relevant channels
Provide a positive customer experience
KPIs
Goals
Values
Vision
MWBs
Story sharing on social channels
Omni-channel
traffic to site
Increase in quality traffic*
Page 1 for each KW
20%share of
traffic
50/100 60/100 35/100
150%
40/100
Newsletter signups
Ranking of 10 non-branded
keywords
Positive paid media ROI
(media agency)
X* shares monthly
X* users monthly
75/100
15%
50/100
Positive brand
sentiment on social
+50%
40/100
70%
75/100
User voice/NPS
*Bounce rate below 50%, time on site above one minute, page depth over 2 pages
© Creuna
We want to be a natural part of the scuba diving community by providinginspiring content and relevant services across all digital channels
Increase brand awareness
Become a source of inspiration
Meet customers on all relevant channels
Provide a positive customer experience
KPIs
Goals
Values
Vision
MWBs
Story sharing on social channels
Omni-channel
traffic to site
Increase in quality traffic*
Page 1 for each KW
20%share of
traffic
50/100 60/100 35/100
150%
40/100
Newsletter signups
Ranking of 10 non-branded
keywords
Positive paid media ROI
(media agency)
X* shares monthly
X* users monthly
75/100
15%
50/100
Positive brand
sentiment on social
+50%
40/100
70%
75/100
User voice/NPS
*Bounce rate below 50%, time on site above one minute, page depth over 2 pages http://www.creuna.dk/events/praesentationer/tag-pulsen-pa-din-digitale-succes/
© Creuna
Shaping the experience
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
Bridging strategic intentions with design decisions
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Interaction criteria
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Facts and infoIn-depth
One-offAlways updating
Corporate lingoWhat up, homie
Effective and easyExploring the unknown
Reading
Volume & frequency
Personality
Navigation
Alone on an islandSharing is caring
Social presence
Three content experiences
© Creuna
© Creuna
KLM iFly Magazine
www.iflymagazine.com
One-offDaily updates
Volume & frequency
Corporate lingoWhat up, homie
Personality
Navigation
Effective and easyExploring the unknown
Alone on an islandSharing is caring
Social Presence
Facts and infoIn-depth
Reading
MaineQuarterly
www.mainequarterly.com
One-offDaily updates
Volume & frequency
Corporate lingoWhat up, homie
Personality
Navigation
Effective and easyExploring the unknown
Alone on an islandSharing is caring
Social Presence
Facts and infoIn-depth
Reading
Medium
One-offDaily updates
Volume & frequency
Corporate lingoWhat up, homie
Personality
Navigation
Effective and easyExploring the unknown
Alone on an islandSharing is caring
Social Presence
Facts and infoIn-depth
Reading
www.medium.com
© Creuna
Putting content in the ecosystem
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
StrategicTo create a strong and coherent customer experience
TacticalTo drive traffic (and thus €) between touch points
Distribution has a dual purpose
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© CreunaSource: http://www.mondaynote.com/2014/10/19/how-facebook-and-google-now-dominate-media-distribution
The value of visitors
Direct Access 5 to 6 page views
Google Search 2 to 3 page views
E-mail ~2 page views
Google News ~1 page views
Social ~1 page
Content and eCommerce
© Creuna
© Creuna
Simple product links
© CreunaSource: www.houzz.com
Seamless product integration
© CreunaSource: www.houzz.com
Seamless product integration
© CreunaSource: www.houzz.com
Seamless product integration
© CreunaSource: www.engoddagstarterher.no
The merge of storytelling and ecommerce
Click here on the image placeholder/Choose Insert/Choose Picture
Recap and recommendations
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Digitization is a dynamic process
Finding the digital sweet spot Defining what and
how to measurePutting content in the ecosystem
1Shaping the experience
2 3 4
2
3
4
5
1 Reconsider the purpose and sweet spot
Test and validate strategic assumptions
Tie goals and KPIs together with tactical measures…
…and develop the reading experience accordingly
Use content to boost the ecosystem
When digitizing your content…
© Creuna
Kristoffer Okkels, Senior Digital Business ConsultantMorten Barkholt, User Experience Consultant
creuna.dk [email protected]
[email protected]+45 70200042
thanks!
