Audra martin

621 views
578 views

Published on

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
621
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Audra martin

  1. 1. #paywalls12Wifi : AV Team or AV Team 2
  2. 2. Marketing premium contentWhat’s behind door number one?Audra MartinVice President, Customer engagement & OperationsThe Economist online
  3. 3. First things first • Premium content • Trusted brand • Reasonable value exchangeSource: Wassand Hall http://wassand.co.uk
  4. 4. Engagement ecosystem Search Brand campaigns Social Metered media pay wall Editor’s Discuss & highlights DebateWeekly issue ofThe Economist
  5. 5. Playing by the rules | Search Authority Discovery SerendipitySource: Google images, http://www.peacockmaps.com/
  6. 6. Personality | Provocative brand campaignsFebruary 2012 poster brand campaign June 2010 poster brand campaign
  7. 7. Trust me | Social sharing113k+ FB likes; 7966 Tweets Facebook & Twitter amplification +20%
  8. 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. 9. Trust me | Social sharing“The new rules of engagement”, AOP Advertising Engagement Study, 3 rd December 2010
  10. 10. Building habit | Metered pay wallGo ahead, try some
  11. 11. Sampling | Editor’s highlightsFree editor’s highlights in the app Weekly e-mail newsletter Alternative touch points
  12. 12. Sense of belonging | Participation options Blogs Debates Polls WeeklyComments & Opinion content Sharing cloud Real-time Quiz & editor Contests discussions
  13. 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. 14. Thank youAudra MartinVP Customer engagement & Operations, The Economist onlineaudramartin@economist.comTwitter: audranyc

×