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

Global pricing in apps store

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.

FBML for calls to action!

Global tweeting

news via video

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