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Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
Audra martin
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Audra martin

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  • 1. #paywalls12Wifi : AV Team or AV Team 2
  • 2. Marketing premium contentWhat’s behind door number one?Audra MartinVice President, Customer engagement & OperationsThe Economist online
  • 3. First things first • Premium content • Trusted brand • Reasonable value exchangeSource: Wassand Hall http://wassand.co.uk
  • 4. Engagement ecosystem Search Brand campaigns Social Metered media pay wall Editor’s Discuss & highlights DebateWeekly issue ofThe Economist
  • 5. Playing by the rules | Search Authority Discovery SerendipitySource: Google images, http://www.peacockmaps.com/
  • 6. Personality | Provocative brand campaignsFebruary 2012 poster brand campaign June 2010 poster brand campaign
  • 7. Trust me | Social sharing113k+ FB likes; 7966 Tweets Facebook & Twitter amplification +20%
  • 8. Trust me | Social sharing Key dimensions of engagement for users 5 Trustworthy Authoritative Unique “Social Media have taken the solid, dependable Community old tortoise—word of mouth—and transformed it Entertaining into countless hares, multiplying like, well hares” Bob Garfield and Doug Levy, Ad Age Key characteristics of advertising behaviour 3 Trust Action Awareness“The new rules of engagement”, AOP Advertising Engagement Study, 3 rd December 2010
  • 9. Trust me | Social sharing“The new rules of engagement”, AOP Advertising Engagement Study, 3 rd December 2010
  • 10. Building habit | Metered pay wallGo ahead, try some
  • 11. Sampling | Editor’s highlightsFree editor’s highlights in the app Weekly e-mail newsletter Alternative touch points
  • 12. Sense of belonging | Participation options Blogs Debates Polls WeeklyComments & Opinion content Sharing cloud Real-time Quiz & editor Contests discussions
  • 13. A set of complementary tools Technique Yield Low-cost audience Search acquisition, authority Brand Awareness, personality campaigns Audience acquisition via Social media trusted connections Metered paywall Customer acquisition (sampling) through habit Touch opportunity for Editor’s highlights lean-back audience On-site discovery, Deeper engagement, participation habit, sense of belonging
  • 14. Thank youAudra MartinVP Customer engagement & Operations, The Economist onlineaudramartin@economist.comTwitter: audranyc

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