Koen.denolf

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presentatie op het DM update seminar van het Erik Van Vooren DM Institute

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  • Voorstelling van CUSTMZ, een tool waarmee je niet alleen makkelijkdigitale magazines zal kunnen maken maar waarmee je een belangrijke added value aan je klanten zal kunnen bieden, nl het feit dat alles wordt getrackt (niet alleen de typische Google Analytics maar ook persoonlijke info van elke lezer) en je dus een ongekende verrijking van hun bestaande CRM database kan verzekeren. Creating a customized digital magazine that will get you noticed, shared and liked while simultaneously enriching your customer knowledge thanks to an easy-to-use tool? With CUSTMZ, a brand new revolutionary platform for digital publications with integrated Social CRM for marketing purposes, you can now easily create and manage digital magazines that enable you to segment to specific groups, track what they do with your magazine and bind them to your brand. Eerst even snel de definitie en verschillende types doorlopen om vervolgens even dieper in te gaan op de veranderende omstandigheden die het noodzakelijk maken om aan de vraag naar digitale magazines tegemoet te kunnen komen. Dan stel ik jullie uitgebreid de mogelijkheden van CUSTMZ voor om vervolgens af te sluiten met het meer praktische luik, ttz wat gebeurt er zodra je een digitaal magazine hebt gecreërd, welke profielen je nodig hebt, hoe lang het zal of kan duren voor je je eerste digitale magazine kan uitrollen en wat de prijs is (FYI: omdat we nog min of meer in betafase zijn, bijzonder interessant voorstel te doen).
  • Hier gaan we snel doorgaan, want voor jullie al bekend terrein, natuurlijk. Wat wel ‘nieuw’ is, is dat er voor CUSTMZ een groot verschil is tussen de zgn. print-based en de web-based magazines en dat dat verschil erg belangrijk is voor de ontwikkeling van een specifiek digitaal magazine.
  • The Audit Bureau of Circulations (ABC) is a forum of the magazine and newspaper publishers, advertisers and advertising agencies that audits circulation, readership, and audience information for the magazines, newspapers, and other publications produced by their members. ABC provides credible, verified information critical to the media buying and selling process by conducting independent, third-party audits of print circulation, readership and Web site activity. Source: http://www.accessabc.com/ The best digital magazines combine the advantages of print (content, relationship) with the best of online (rich media, interaction, measurability ).
  • EXAMPLES . Page-flip: . Print-inspired digimag: ajax-imag.nl . Web-inspired, homepage: allerhande.nl . Web-inspired, blog structure: mb.mercedes-benz.com Also notable: . Vodafone Clear magazine . nalden.net ??? iPad magazines
  • EXAMPLES . Page-flip: . Print-inspired digimag: ajax-imag.nl . Web-inspired, homepage: allerhande.nl . Web-inspired, blog structure: mb.mercedes-benz.com Also notable: . Vodafone Clear magazine . nalden.net ??? iPad magazines
  • EXAMPLES . Page-flip: . Print-inspired digimag: ajax-imag.nl . Web-inspired, homepage: allerhande.nl . Web-inspired, blog structure: mb.mercedes-benz.com Also notable: . Vodafone Clear magazine . nalden.net ??? iPad magazines
  • EXAMPLES . Page-flip: . Print-inspired digimag: ajax-imag.nl . Web-inspired, homepage: allerhande.nl . Web-inspired, blog structure: mb.mercedes-benz.com Also notable: . Vodafone Clear magazine . nalden.net ??? iPad magazines
  • Marketing and communication are undergoing major changes, driven by 5 key drivers : DIGITAL becomes leading SOCIAL MEDIA is everywhere CONTENT MARKETING replaces traditional marketing TRACKING becomes key SOCIAL CRM is a game changer
  • Internet penetration Europe: 58,3% Belgium: 77,8% Rise of the tablet June 2011 Netherlands: 8% of the households has a tablet Belgium: 4% of the households 2012 : research shows that of the current 79% desk- or laptop users, 19% reckon they will shift to tablets , 18% to other mobile devices
  • Impressive numbers Facebook : 750.000.000 Twitter : 300.000.000 LinkedIn : 79.000.000 Just mere presence is not enough “ Social media is not only participating in conversations. It’s as much about giving participants something to converse about .” Helge Tennø, planner at Scandinavian Design Group ( http://sdg.no/ ) Make your ‘owned medium’ (= your magazine) relevant enough to ‘earn’ attention and likes Get noticed and liked/shared by providing content that is relevant (= useful and/or entertaining) to the reader
  • “ Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action .” (Junta 44) Paradigm shift: content, relevance and experience become key to make sure your message is read, seen and/or heard to increase loyalty and/or boost sales From CRM (Customer Relationship Management) to CXM - Customer Experience Management
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Measurability : the importance of ROI Behavioural analytics (page views, clickthroughs, time spent, etc.) help you measure and improve your ROI Analyze results and improve your targeting & segmentation Easily track what happens with your medium Segmentation and personalisation are key to make your content relevant
  • Enrich transactional data from your CRM database with lifestyle data from readers’ profile info on social media platforms
  • CUSTMZ comes with a unique range of features offering significant time and cost savings and complete control of the production process CUSTMZ is also a powerful marketing tool, enabling you to segment specific groups , track what they do with your magazine and bind them around your brand
  • CUSTMZ enables you to create segments in your readers’ community , e.g. consumers, agencies, distributors, partners etc.  For each of these segments, you can create a custom or alternative version that triggers the specific interests of the segment Different versions can include different page order, different cover, different calls to action, different pictures … You can easily create multilingual action- and brand-driven consumer magazines You can create different versions that focus on different matters You can develop and extend loyalty programs (call-to-action, contest, etc.) to specific segments to increase retention You can create very targeted (promotional) content
  • cijfers tablets markt + info over native apps vs online CUSTMZ includes functionality for creating and delivering digital publications across multiple platforms PC, laptop, iPad and other tablets  Your publications are optimized for search engines ensuring good Internet visibility You can easily publish, segment, track and analyze all platforms from the same CMS Content is added and edited only once You increase your presence online tremendously
  • Oliver Blanchard concludes with in that blog post: [Social] CRM is a business function supported by a system and technologies whose aims are to improve a company’s ability to derive insights into customer needs and behaviours by adding to their transaction data the lifestyle data they share online. Fully embedding with social media sharing tools , CUSTMZ enables you to touch audiences you were not able to reach before Access each reader’s individual profile info available in social media to increase your Social CRM Your content can be shared on Facebook and other social media, creating viral spread of your content You create a group of fan readers around your magazine on social media You learn more about your reader by insights into customer needs and behaviours by adding the lifestyle data they share online to their transaction data
  • Optimize marketing ROI Collect and act on behavioral data Improving your audience’s experience Make your future publications more relevant
  • Optimize marketing ROI Collect and act on behavioral data Improving your audience’s experience Make your future publications more relevant
  • Optimize marketing ROI Collect and act on behavioral data Improving your audience’s experience Make your future publications more relevant
  • Optimize marketing ROI Collect and act on behavioral data Improving your audience’s experience Make your future publications more relevant
  • Gather & create content (text, video, visuals, etc.) Design pages (‘what comes where’) with components Use existing components/building blocks, such as text-block, video, photo slideshow, hotspot, poll, etc. + possibility to create custom-made components Components will be updated regularly, according to demands from users Best to design directly in Flash, but design can also be created in InDesign or Illustrator and then imported into Flash Pour content into CUSTMZ CMS One master version that can easily be adapted for different segments Import CRM database CRM database needs to be imported manually into the CMS, in CSV-format Publish Notify by e-mail E-mail is sent out with personal link to each contact for tracking purposes (via CRM-system client) All individual behavior is registered and enriched with additional data such as clickthroughs and interactions and social media data (Facebook, Twitter, LinkedIn) This info is then poured back into the CRM database to enhance profile information This additional info allows for an even better segmentation and more relevance This flow can be repeated ad infinitum
  • Comparison print Less = print & distribution More = price per page (video, animations, audio) BUT less pages that ‘go deeper’ Enhanced CRM database Digital magazine is an investment, not a cost!
  • Koen.denolf

    1. 1. + What can CUSTMZ offer you? Your digital magazine? Produce + provide content for # media [email_address] www.het-salon.be
    2. 2. + What can CUSTMZ offer you? ...
    3. 3. + What can CUSTMZ offer you? Your digital magazine? Digital magazines How to and not
    4. 4. + What can CUSTMZ offer you? Your digital magazine? Digital magazines Why would you need one? Tools What are digital magazines? FLow
    5. 5. +
    6. 6. + Why do you need a digital magazine? What can CUSTMZ offer you? Your digital magazine Definition & types What are digital magazines? Definition & types What are digital magazines?
    7. 7. Definition <ul><li>Audit Bureau of Circulations (*) : </li></ul><ul><ul><li>“ The label ‘Digital Edition’ will be used to describe distribution of a magazine's content via electronic means. ” </li></ul></ul><ul><li>A digital magazine it is a mixture between the linear experience of a printed magazine and the associative way of browsing through a website </li></ul>+ (*) Audit Bureau of Circulations http://www.accessabc.com/
    8. 8. Types <ul><li>Online pdf, aka page-flip </li></ul>+
    9. 9. Types <ul><li>Online pdf, aka page-flip </li></ul>+ <ul><li>Replica of the print magazine, made digital, with very few extra features </li></ul><ul><li>Leaf-through </li></ul><ul><li>Linear with a ‘forced’ page-order </li></ul><ul><li>Still a very common format (easy & cheap), but a far cry from a true digital publication that takes full advantage of the web </li></ul>
    10. 10. Types <ul><li>Print-inspired digital magazine </li></ul>+
    11. 11. Types <ul><li>Print-inspired digital magazine </li></ul>+ <ul><li>A digital magazine that takes advantage of web features </li></ul><ul><li>Still close to the print-feeling , with a front- and back cover, a table of contents </li></ul><ul><li>Quite linear experience, although topics can be chosen at random </li></ul><ul><li>Text-driven: reading is more important than clicking </li></ul><ul><li>Lean backward -experience </li></ul>
    12. 12. Types <ul><li>Web-inspired digital magazine </li></ul>+
    13. 13. Types <ul><li>Web-inspired digital magazine </li></ul>+ <ul><li>Web-inspired digital magazine </li></ul><ul><li>True digital magazines that are closer to homepages and/or blogs </li></ul><ul><li>Less print magazine-feeling but more web-intuitive for user </li></ul><ul><li>Non-linear experience </li></ul><ul><li>Interaction-driven: click to get more info, share, comment, discover, etc. </li></ul><ul><ul><li>Key for tracking! -> the click behavior will tell you more about your reader’s interests </li></ul></ul><ul><li>Lean-forward experience </li></ul>
    14. 14. Why not use your own site? <ul><li>Other mindset </li></ul><ul><ul><li>information vs inspiration </li></ul></ul><ul><li>Different content </li></ul><ul><ul><li>rational versus more entertaining </li></ul></ul><ul><li>Lean-forward medium </li></ul><ul><ul><li>active/engaging versus passive </li></ul></ul><ul><li>Push/pull </li></ul><ul><ul><li>Push invite to next issue versus spontaneous </li></ul></ul><ul><li>Create relevance </li></ul><ul><ul><li>different versions versus one generic site </li></ul></ul>+
    15. 15. + What are digital magazines What can CUSTMZ offer you? Your digital magazine A new medium for a changing marketing and communication environment Why do you need a digital magazine? A new medium for a changing marketing and communication environment Why would you need one?
    16. 16. Digital becomes leading <ul><li>> ¾ population online </li></ul><ul><li>Rise of the tablet (6 -> 30%) </li></ul><ul><li>Mobile </li></ul>+
    17. 17. Social media rule <ul><li>750 million on Facebook, 300 million on Twitter, 79 million on LinkedIn </li></ul><ul><li>Mere presence is not enough </li></ul>+
    18. 18. New Marketing Rules <ul><li>Content marketing replaces traditional marketing </li></ul><ul><ul><li>More relevance </li></ul></ul><ul><ul><li>Truthful </li></ul></ul><ul><ul><li>Like/share </li></ul></ul>+
    19. 19. Tracking is crucial <ul><li>Measure and improve your ROI </li></ul><ul><li>Learn about your audience </li></ul><ul><li>Improve targeting </li></ul><ul><ul><li>Segmentation and personalisation </li></ul></ul>+
    20. 20. Create a display window to your ‘shop’ to your ‘shop’ <ul><li>Create loyalty </li></ul><ul><li>Attract people to click through to corporate website </li></ul>+
    21. 21. Create a channel for people to react to react <ul><li>Gather feedback </li></ul><ul><li>Create engagement </li></ul>+
    22. 22. To help your customers <ul><li>With relevant ‘one to one’ content </li></ul><ul><li>Thus increasing reading habbits </li></ul>+
    23. 23. As an extra to the paper magazine to the paper magazine <ul><li>With content suited for online </li></ul><ul><li>With other objectives </li></ul>+
    24. 24. To increase your contact frequency your contact frequency <ul><li>Create loyalty </li></ul><ul><li>And TOM awareness </li></ul>+
    25. 25. To claim an (emotional) domaine an (emotional) domaine <ul><li>Create loyalty </li></ul><ul><li>And TOM awareness </li></ul>+
    26. 26. To reach difficult to reach people difficult to reach people <ul><li>Budget issues </li></ul><ul><li>Database issues </li></ul>+
    27. 27. To make content shareable <ul><li>In different channels </li></ul><ul><li>On different levels </li></ul>+
    28. 28. Boost (online) sales <ul><li>Direct links to the corporate website </li></ul>+
    29. 29. CRM becomes social <ul><li>Lifestyle data enhances your CRM’s transactional data </li></ul><ul><li>From managing the client to managing the dialog </li></ul>+ What does he/she like? Who are his friends? What does he/she share? What does he/she search for? Where does he/she go? What does he/she do? Etc. SOCIAL CRM
    30. 30. + What are digital magazines Why do you need a digital magazine? Your digital magazine CUSTMZ – publishing needs meet marketing needs What can CUSTMZ offer you? Build and manage Digital magazines Tools
    31. 31. CUSTMZ <ul><li>CUSTMZ = CUST omize your M aga Z ine </li></ul><ul><li>CUSTMZ , an easy-to-use platform for digital publications with integrated Social CRM tools </li></ul>+
    32. 32. CUSTMZ features + BUILD Create & Manage TARGET Segment & Personalize PUBLISH All Platforms & Devices TRACK Measure & Analyze SOCIAL Share & Learn BIND Increase Loyalty & Boost Sales TECHNOLOGY Future-proof & Cost-efficient
    33. 33. <ul><li>Create different versions that trigger the specific interests of the segment </li></ul>TARGET Segment & Personalize + <ul><li>Multilingual versions or alternative versions for specific segments </li></ul><ul><li>Targeted content </li></ul><ul><li>Different call to actions </li></ul><ul><li>... </li></ul>
    34. 34. <ul><li>Deliver digital publications across multiple platforms & optimised for search engines </li></ul>PUBLISH All Platforms & Devices + <ul><li>Easily publish, segment, track and analyze to all platforms and devices - including iPad - from the same CMS </li></ul><ul><li>Increased online presence </li></ul>
    35. 35. <ul><li>Share via social media & access individual social media profile info </li></ul>SOCIAL Share & Learn + <ul><li>Viral spread of your content </li></ul><ul><li>Insights into customer needs and behaviours by adding the lifestyle data they share online, to their behavioral data </li></ul>
    36. 36. TRACK Measure & Analyze +
    37. 37. TRACK Measure & Analyze +
    38. 38. TRACK Measure & Analyze +
    39. 39. TRACK Measure & Analyze +
    40. 40. + What are digital magazines Why do you need a digital magazine? What can CUSTMZ offer you? CUSTMZ is an easy-to-use tool to create & manage digital magazines Your digital magazine? Digital Magazines FLow
    41. 41. digital magazine flow <ul><li>DESIGN </li></ul><ul><li>Determine the look with the built-in components </li></ul><ul><li>CONTENT </li></ul><ul><li>Gather & create text, video, photos, animations </li></ul><ul><li>ADD TRACKING CRITERIA </li></ul><ul><li>Segmentations </li></ul><ul><li>Google analytics </li></ul><ul><li>Social media sharing tools </li></ul><ul><li>Selection of components tracking </li></ul><ul><li>PUBLISH </li></ul><ul><li>Pour all available info (design, content, tracking info) in the CUSTMZ d-base & publish </li></ul>NOTIFY BY E-MAIL/social media,... Mag v1 Mag v2 Mag v3 Mag v4 <ul><li>TRACK & ANALYZE </li></ul><ul><li>Statistics </li></ul><ul><li>Reactions & interactions </li></ul><ul><li>Clickthroughs </li></ul><ul><li>Likes/shares </li></ul><ul><li>Social media profile info </li></ul><ul><li>ADD INFO TO CRM </li></ul><ul><li>Magazine info: time spent, pages read, clickthroughs, etc. </li></ul><ul><li>Personal info: interests, education, resume, etc. </li></ul>
    42. 42. Pricing <ul><li>Comparison print vs. digital magazine </li></ul>+
    43. 43. Pricing <ul><li>Comparison print vs. digital magazine </li></ul>+
    44. 44. + What can CUSTMZ offer you? Your digital magazine? KPI’s
    45. 45. + What can CUSTMZ offer you? Your digital magazine? KPI’s digital magazines <ul><li>Reach </li></ul><ul><li>Consistent with image + information transfer </li></ul><ul><li>WOM/MGM </li></ul><ul><li>Loyalty/growth </li></ul><ul><li>Transactional </li></ul><ul><li>Internal effect </li></ul>
    46. 46. + What can CUSTMZ offer you? Your digital magazine? Example
    47. 47. + Meet Bruce http://www.bruce.be /
    48. 48. Questions? <ul><li>[email_address] </li></ul>+

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