0
Revenue 2.0
An effort to point toward solutions




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 20...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020
Eight drivers of change




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:




MATT MANSFIELD | SND ORL...
2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
    Fragmentation
•




MATT...
2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
  Fragmentation
•
• Choice

...
2009—2020
Eight drivers of change
1. Digital growth accelerates with a permanent increase in:
  Fragmentation
•
• Choice
•...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
2. Most media are portfolios
• Traditional
• Separate




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL ...
2. Most media are portfolios
• Traditional
• Separate
• Converged




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUM...
2. Most media are portfolios
• Traditional
• Separate
• Converged


3. Must find + develop valued, differentiated content
...
2. Most media are portfolios
• Traditional
• Separate
• Converged


3. Must find + develop valued, differentiated content
...
2. Most media are portfolios
• Traditional
• Separate
• Converged


3. Must find + develop valued, differentiated content
...
2. Most media are portfolios
• Traditional
• Separate
• Converged


3. Must find + develop valued, differentiated content
...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
5. In this digital world, audience understanding
must move to a new level




MATT MANSFIELD | SND ORLANDO | INVENT THE FU...
5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it




MATT MANSFIELD | ...
5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it


6. Audience experie...
5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it


6. Audience experie...
5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it


6. Audience experie...
5. In this digital world, audience understanding
must move to a new level
- Old metrics don’t cut it


6. Audience experie...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
8. Sustainable economic viability is essential




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
That whole
revenue problem
What can we do to help?




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17,...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
revenuetwopointzero.com


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models
    Intelligent search
•




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
News models
    Intelligent search
•
    Better aggregators
•




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT ...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•




MATT MANSFIELD | SND ORLANDO | INVENT TH...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•
    Many: Many
•




MATT MANSFIELD | SND OR...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•
    Many: Many
•
    Data mining
•




MATT ...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•
    Many: Many
•
    Data mining
•
     – Tw...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•
    Many: Many
•
    Data mining
•
     – Tw...
News models
  Intelligent search
•
  Better aggregators
•
  One: Many
•
  Many: Many
•
  Data mining
•
   – Twitter, Faceb...
News models
  Intelligent search
•
  Better aggregators
•
  One: Many
•
  Many: Many
•
  Data mining
•
   – Twitter, Faceb...
News models
  Intelligent search
•
  Better aggregators
•
  One: Many
•
  Many: Many
•
  Data mining
•
   – Twitter, Faceb...
News models
  Intelligent search
•
  Better aggregators
•
  One: Many
•
  Many: Many
•
  Data mining
•
   – Twitter, Faceb...
News models
    Intelligent search
•
    Better aggregators
•
    One: Many
•
    Many: Many
•
    Data mining
•
     – Tw...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutions




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutions
Classified solutions




MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Homepage solutions
Classified solutions
Small business solutions



MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMI...
Homepage solutions
Classified solutions
Small business solutions
Mobile solutions


MATT MANSFIELD | SND ORLANDO | INVENT ...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Mobile
(iPhone)
solutions


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Elastic mobile apps
Graceful degradation + enhancement based on free vs. paid
Enable “info-snacking”
Build apps with a hal...
Enable impulse buys



MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Think like a user
Mobile users may not be willing to pay for content
But they are buying apps that customize content
Can w...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Off-line reading
Download content that’s normally online-only
for use when you don’t have access to Web service
Allows you...
Geo-tagging
What’s near me now and how to connect
Linked with news + advertisers as you move through the world
Weather, tr...
Archive|Export
Save + share data or permalinks
Link mobile + other screen experiences
Easily share files + data with frien...
Customization
Organize the news the way you want to read it
Eliminate any part of the information experience
Emphasize onl...
Text-to-speech
Create an immediate audio experience
Enable location-based journalism or on-the-go information
Fills the bu...
Small biz
(beyond the click)
solutions


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
The deal
What’s the special offer, incentive, promotion
or value proposition that brings customers in the door
this day, t...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
The deal
Should be the next thing beyond the click
A way to aggregate, browse, search + promote the best deals
from the bu...
Reputation
management
Evolving services for small/medium businesses
to include reputation management – showing business ow...
High-level sitemap
     03.21.08 | Revenue 2.0




       Business user                     End user                      ...
Selling
the how
How this works underneath banner ad servers,
targeting techniques, even ad networks — because the focus
is...
Classified
(taking on CraigsList)
solutions


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Make it easy to use
CraigsList is free, but that’s not it’s only advantage
It’s pretty darn simple to use (despite a clunk...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Make money



MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Sell context-sensitive, behaviorally targeted
display ads adjacent to free listings




MATT MANSFIELD | SND ORLANDO | INV...
Sell ads on to the category-specific
search pages, to get the attention
of buyers even before they begin to search




MAT...
Provide “premium” listings above
the free listings in search results,
as Google does now




MATT MANSFIELD | SND ORLANDO ...
Serve up links to “premium” listings
at the bottom of any page that provides
the details of a free listing




MATT MANSFI...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Rethinking
the homepage


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
More traffic than
any other single page
on a news site


MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 1...
Depending on SEO,
15 to 35 percent of users
enter here, then exit

MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Print design
is about control
Web design
is about behavior

MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRI...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Could homepage
design ideas offer help?
Can we help the industry
find new best practices?

MATT MANSFIELD | SND ORLANDO | ...
TEMP: 37, some rain. Today’s high 38, low 30




 LocalJournal com                                         THE ONLINE HOME...
MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
LocalJournal.com                                            Today’s paper | Subscribe | Weather | Search


               ...
Why homepages?
Need to know if an online-only model can support journalism,
especially the kind we all want to see into th...
Why homepages?
No one has really developed best practices for what works
Despite EyeTrack studies, we don’t yet understand...
Remember
customization
Organize the news the way you want to read it
Eliminate any part of the information experience
Emph...
What’s next?
Identify news organizations that will let us test
Find at least three different kinds of media experiences
Se...
What next?
Track + measure usage, attentiveness + clicks through
Engage the audience in the co-creation of the homepage
De...
Possible testing
The Beachwood Reporter
The Washington Post (sub-site)?
Gannett/Tribune/Hearst player to be named?




MAT...
Questions?



MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Now it’s your turn



MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
Revenue 2.0
Revenue 2.0
Revenue 2.0
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Revenue 2.0

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A brief overview of the Revenue 2.0 summit, which began to point toward business model idea for news organizations. A project of the Society for News Design.

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Transcript of "Revenue 2.0"

  1. 1. Revenue 2.0 An effort to point toward solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  2. 2. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  3. 3. 2009—2020 MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  4. 4. 2009—2020 Eight drivers of change MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  5. 5. 2009—2020 Eight drivers of change 1. Digital growth accelerates with a permanent increase in: MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  6. 6. 2009—2020 Eight drivers of change 1. Digital growth accelerates with a permanent increase in: Fragmentation • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  7. 7. 2009—2020 Eight drivers of change 1. Digital growth accelerates with a permanent increase in: Fragmentation • • Choice MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  8. 8. 2009—2020 Eight drivers of change 1. Digital growth accelerates with a permanent increase in: Fragmentation • • Choice • Competition MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  9. 9. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  10. 10. 2. Most media are portfolios MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  11. 11. 2. Most media are portfolios • Traditional MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  12. 12. 2. Most media are portfolios • Traditional • Separate MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  13. 13. 2. Most media are portfolios • Traditional • Separate • Converged MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  14. 14. 2. Most media are portfolios • Traditional • Separate • Converged 3. Must find + develop valued, differentiated content that engages the audience MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  15. 15. 2. Most media are portfolios • Traditional • Separate • Converged 3. Must find + develop valued, differentiated content that engages the audience Story forms are important as never before • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  16. 16. 2. Most media are portfolios • Traditional • Separate • Converged 3. Must find + develop valued, differentiated content that engages the audience Story forms are important as never before • 4. Context matters MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  17. 17. 2. Most media are portfolios • Traditional • Separate • Converged 3. Must find + develop valued, differentiated content that engages the audience Story forms are important as never before • 4. Context matters Provide content when, where and how the audience wants it • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  18. 18. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  19. 19. 5. In this digital world, audience understanding must move to a new level MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  20. 20. 5. In this digital world, audience understanding must move to a new level - Old metrics don’t cut it MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  21. 21. 5. In this digital world, audience understanding must move to a new level - Old metrics don’t cut it 6. Audience experiences count as much as content MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  22. 22. 5. In this digital world, audience understanding must move to a new level - Old metrics don’t cut it 6. Audience experiences count as much as content People’s experiences that inhibit or engage them • with the content matter as much as content itself MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  23. 23. 5. In this digital world, audience understanding must move to a new level - Old metrics don’t cut it 6. Audience experiences count as much as content People’s experiences that inhibit or engage them • with the content matter as much as content itself 7. Technology shapes everything and must be understood MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  24. 24. 5. In this digital world, audience understanding must move to a new level - Old metrics don’t cut it 6. Audience experiences count as much as content People’s experiences that inhibit or engage them • with the content matter as much as content itself 7. Technology shapes everything and must be understood There are enormous new audiences because of it • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  25. 25. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  26. 26. 8. Sustainable economic viability is essential MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  27. 27. That whole revenue problem What can we do to help? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  28. 28. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  29. 29. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  30. 30. revenuetwopointzero.com MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  31. 31. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  32. 32. News models MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  33. 33. News models Intelligent search • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  34. 34. News models Intelligent search • Better aggregators • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  35. 35. News models Intelligent search • Better aggregators • One: Many • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  36. 36. News models Intelligent search • Better aggregators • One: Many • Many: Many • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  37. 37. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  38. 38. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  39. 39. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  40. 40. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com • Wikis MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  41. 41. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com • Wikis • Feedback MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  42. 42. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com • Wikis • Feedback – Cross-navigate MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  43. 43. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com • Wikis • Feedback – Cross-navigate • Experiences MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  44. 44. News models Intelligent search • Better aggregators • One: Many • Many: Many • Data mining • – Twitter, Facebook, LinkedIn, My Space, YouTube – EveryBlock.com Wikis • Feedback • – Cross-navigate Experiences • Co-operatives, even among competitors • MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  45. 45. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  46. 46. Homepage solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  47. 47. Homepage solutions Classified solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  48. 48. Homepage solutions Classified solutions Small business solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  49. 49. Homepage solutions Classified solutions Small business solutions Mobile solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  50. 50. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  51. 51. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  52. 52. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  53. 53. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  54. 54. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  55. 55. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  56. 56. Mobile (iPhone) solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  57. 57. Elastic mobile apps Graceful degradation + enhancement based on free vs. paid Enable “info-snacking” Build apps with a half-life MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  58. 58. Enable impulse buys MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  59. 59. Think like a user Mobile users may not be willing to pay for content But they are buying apps that customize content Can we enhance the experience of content consumption? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  60. 60. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  61. 61. Off-line reading Download content that’s normally online-only for use when you don’t have access to Web service Allows you to take content on a plane or subway MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  62. 62. Geo-tagging What’s near me now and how to connect Linked with news + advertisers as you move through the world Weather, traffic, events + hyperlocal sales or discounts MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  63. 63. Archive|Export Save + share data or permalinks Link mobile + other screen experiences Easily share files + data with friends (social aspect) MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  64. 64. Customization Organize the news the way you want to read it Eliminate any part of the information experience Emphasize only what’s important to you (curate quickly) MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  65. 65. Text-to-speech Create an immediate audio experience Enable location-based journalism or on-the-go information Fills the busy life need by transforming text (no sight line) MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  66. 66. Small biz (beyond the click) solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  67. 67. The deal What’s the special offer, incentive, promotion or value proposition that brings customers in the door this day, this week, this month? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  68. 68. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  69. 69. The deal Should be the next thing beyond the click A way to aggregate, browse, search + promote the best deals from the businesses in a newspaper.com’s community MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  70. 70. Reputation management Evolving services for small/medium businesses to include reputation management – showing business owners wha people say about them all over the Web, whether they have a site of their own or not MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  71. 71. High-level sitemap 03.21.08 | Revenue 2.0 Business user End user Publisher user Home Dashboard Dashboard Search Category results Add/edit Add/edit Add/edit Add/edit deal biz info deal biz info Deal Filter sort page Add/edit business Business page Contact: Mary Specht | mspecht@gannett.con MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  72. 72. Selling the how How this works underneath banner ad servers, targeting techniques, even ad networks — because the focus is on services for small businesses beyond the introductory message couched in a banner MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  73. 73. Classified (taking on CraigsList) solutions MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  74. 74. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  75. 75. Make it easy to use CraigsList is free, but that’s not it’s only advantage It’s pretty darn simple to use (despite a clunky interface) Design a simpler execution based on needs MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  76. 76. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  77. 77. Make money MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  78. 78. Sell context-sensitive, behaviorally targeted display ads adjacent to free listings MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  79. 79. Sell ads on to the category-specific search pages, to get the attention of buyers even before they begin to search MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  80. 80. Provide “premium” listings above the free listings in search results, as Google does now MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  81. 81. Serve up links to “premium” listings at the bottom of any page that provides the details of a free listing MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  82. 82. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  83. 83. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  84. 84. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  85. 85. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  86. 86. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  87. 87. Rethinking the homepage MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  88. 88. More traffic than any other single page on a news site MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  89. 89. Depending on SEO, 15 to 35 percent of users enter here, then exit MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  90. 90. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  91. 91. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  92. 92. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  93. 93. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  94. 94. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  95. 95. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  96. 96. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  97. 97. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  98. 98. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  99. 99. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  100. 100. MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
  101. 101. MATT MANSFIELD | MEDILL | FACULTY COLLOQUIUM | APRIL 8, 2009
  102. 102. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  103. 103. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  104. 104. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  105. 105. Print design is about control Web design is about behavior MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  106. 106. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  107. 107. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  108. 108. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  109. 109. Could homepage design ideas offer help? Can we help the industry find new best practices? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  110. 110. TEMP: 37, some rain. Today’s high 38, low 30 LocalJournal com THE ONLINE HOME OF THE LOCAL JOURNAL TODAY’S PAPER | SUBSCRIBE | WEATHER JUST IN SPORTS LOCAL Head here jldjljdjd Head here jldjljdjd Cavs clinch playoff home court with 91-87 over Blazers Navigation hdkhkhdhkd hdkhkhdhkd Head here jldjljdjd HOME Lorem ipsum dolor sit Head here jldjljdjd hdkhkhdhkd amet, consectetuer LOCAL hdkhkhdhkd NATION Head here jldjljdjd Head here jldjljdjd ARTS WORLD hdkhkhdhkd Head here jldjljdjd hdkhkhdhkd BUSINESS hdkhkhdhkd COMMENTARY SPORTS Head here jldjljdjd Head here jldjljdjd Lorem ipsum dolor sit ARTS hdkhkhdhkd hdkhkhdhkd amet, consectetuer STUFF TO DO MORE SPORTS CLASSIFIED ADVERTISER INDEX BUSINESS Here jldjljdjd Search for any Head here jldjljdjd hdkhkhdhkd LocalJournal.com hdkhkhdhkd advertiser Lorem ipsum dolor sit Head here jldjljdjd amet, consectetuer hdkhkhdhkd ❍ BY BUSINESS NAME ● BY PRODUCT NATION LOCAL VIDEO LOCAL ❍ BY SERVICE Head here jldjljdjd Head here jldjljdjd Head here jdljljldj ljdl jld hdkhkhdhkd hdkhkhdhkd ❍ BY ZIP CODE djljljdljljldjljldjlkjd Lorem ipsum dolor sit Lorem ipsum dolor sit Lorem ipsum dolor sit amet, consectetuer shoes amet, consectetuer amet, consectetuer TODAY’S DEAL OF THE DAY YESTERDAY’S DEAL FRIDAY’S DEAL THURSDAY’S DEAL WEDNESDAY’S DEAL H-Jack’s Plumbing Denny’s Regal Cinemas Dillards Footlocker 20% off any $3 tickets for any 30% off clearance Buy 2 pairs of $20 off any service call breakfast show before 6 p.m. mens suits shoes, get one free LIKE THIS DEAL? LIKE THIS DEAL? LIKE THIS DEAL? LIKE THIS DEAL? LIKE THIS DEAL? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  111. 111. MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  112. 112. LocalJournal.com Today’s paper | Subscribe | Weather | Search Cavs clinch playoff home court HOME with 91-87 over Blazers LOCAL NATION Published in: Sports, Cavs, Playoffs, LebronJames Discuss 18 comments WORLD BUSINESS POSTED: 08:02 p.m. EDT, Mar 21, 2009 SPORTS By Jane Writer | Local Journal sports writer ARTS STUFF TO DO Usually the role of the players on the bench is to offer encouragement, especially at the start of timeouts as their teammates come off the ADVERTISER floor. SEARCH By business In the midst of a strong first-quarter rally By product Saturday, though, it was Cavaliers coach Mike Brown who was first off the bench to meet his By service team and extend his hand. By zip code What got Brown all the way out to midcourt shoes was another dose of solid defense from his team, and that directly kept the Cavs on their hot streak. The team finished off a 4-0 homestand at The Q with an impressive victory over the Atlanta Hawks, 102-96. It ended the Hawks’ seven-game win streak and ran the run for the Cavs (56-13) to eight consecutive victories. Ignore the final spread somewhat. The Hawks (41-29) shaved 10 points off the lead in the garbage time. It was the strongest all-around effort the Cavs have given in sev- eral weeks. No doubt it was highlighted by the defense, which continued its positive momentum that started on the homestand. After holding the Hawks to 43 percent shooting -- Atlanta managed just 33 percetand 35 points in the first half -- the Cavs have held their past four opponents to 93.5 points and 42 percent shooting. It was exactly the kind of answer Brown was looking for after his team returned from the West Coast leaking oil at the defensive end. It became the cornerstone of three quality victories over the Magic, Trail Blazers and now the Hawks, who may be the Cavs’ playoff opponent. “Some of the technical stuff, it was very pretty, and that was fun to watch,” Brown said. “Some of the things they did out there, the effort, communicating with one another and following our principles to a ‘T,’ for me I can take a lot of stuff in” CONTINUE MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  113. 113. Why homepages? Need to know if an online-only model can support journalism, especially the kind we all want to see into the future of news MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  114. 114. Why homepages? No one has really developed best practices for what works Despite EyeTrack studies, we don’t yet understand behaviors What creates an immersive experience? A need to take this to best practice customization MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  115. 115. Remember customization Organize the news the way you want to read it Eliminate any part of the information experience Emphasize only what’s important to you (curate quickly) MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  116. 116. What’s next? Identify news organizations that will let us test Find at least three different kinds of media experiences Serve up current + prototype versions (A/B experiences) MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  117. 117. What next? Track + measure usage, attentiveness + clicks through Engage the audience in the co-creation of the homepage Deliver metrics for advertising community MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  118. 118. Possible testing The Beachwood Reporter The Washington Post (sub-site)? Gannett/Tribune/Hearst player to be named? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  119. 119. Questions? MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
  120. 120. Now it’s your turn MATT MANSFIELD | SND ORLANDO | INVENT THE FUTURE SUMMIT | APRIL 17, 2009
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