POMP Forum 2011: Wayne Holder

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POMP Forum 2011: a lecture by Mr. Wayne Holder

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POMP Forum 2011: Wayne Holder

  1. 1. DIGITAL MAGAZINESDESIGN for SuccESS
  2. 2. ‘coNSuMErS ArELookING for oNLINEMEDIA proDucTSThAT MorE cLoSELyrESEMbLE TVAND MAGAZINES’Nick Denton, Founder of Gawker Media and internet entrepreneur
  3. 3. ‘coNSuMErSDoN’T rEALLy wANTTo rEAD TExT,ThEy wANT VIDEoS,ThEy wANT IMAGES,bIGGEr, MorE LAVISh’Nick Denton, Founder of Gawker Media and internet entrepreneur
  4. 4. ‘wE’rE INcrEASINGLyMoVING INTo A worLDwhErE pEopLEwANT ENTErTAINMENTAND EMoTIoNALENGAGEMENTfroM brANDS’John Hegarty, co-founder and worldwide creative officer, BBH
  5. 5. whAT IS ADIGITAL MAGAZINE?
  6. 6. • Magazine websites
  7. 7. • E-zines
  8. 8. • Magazine apps
  9. 9. why pubLISh ADIGITAL MAGAZINE?
  10. 10. • Harnesses interactivity of the web with the engagement of a magazine
  11. 11. • Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation
  12. 12. • Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation• Measurable, improvements in brand awareness, loyalty and sales
  13. 13. • Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation• Measurable, improvements in brand awareness, loyalty and sales• Multiple access points driven by superb content
  14. 14. Multiple access points eMaiL FACEBOOK EMAIL TO A FRIEND BLOGS virGiNMeDia.coM TWiTTer
  15. 15. DESIGN TIpSfor SuccESS
  16. 16. • The right design for the right medium
  17. 17. • The right design for the right medium
  18. 18. • The right design for the right medium
  19. 19. • Give your audience content they can’t get in print Toy STory 3
  20. 20. • Use rich media to add value and encourage engagement
  21. 21. • Open a two way conversation
  22. 22. • Think brand not medium PriNT SOCIAL MEDIA brAND ASSETS oNLiNe MOBILE
  23. 23. IMMErSIVE, coNNEcTEDExpErIENcES AcroSSALL chANNELS: DIGITAL,phySIcAL, MobILE, SocIAL
  24. 24. • Delivery is key. Understand and respect the technology “ SUPERB. “ Major bugs. The first electronic Magazine will notformat magazine that download. Give me has convinced me my money back. “ this is the future. “   “ Avoid this rubbish“ The future of print. like the plague.Without a doubt the Won’t download -best magazine app it’s the last time I’ll on the iPad... “ buy this mag “
  25. 25. • Understand your audience. Measure its behaviour
  26. 26. cASE STuDy
  27. 27. Electric! e-zine was an obvious development forthe Virgin Media brand, offering sensitivity to the environment as well as unparalleled potential for interacting with our customer base. Since its launch it hasn’t disappointed with 28% of the readers directed to the Virgin website in everyissue, with 7% going to a sales page. The unique way we have translated into a digital magazinemakes the overall solution even more compelling from a Virgin Media perspective, and a truly entertaining communication for our customers Christopher Bibby Direct Marketing Director
  28. 28. EffEcTIVENESS
  29. 29. VIrGIN MEDIA E-zInE SURVEy• 1,300 respondents• Spent 10 minutes reading!!• 1 in 3 click through to the Virgin site• 4% upgraded their Virgin Media package
  30. 30. said they would like to92% receive the e-zine in the future agreed95% the contents were relevant rated the e-zine as82% ‘excellent’ or ‘very good’
  31. 31. had a positive online85% experience reading electric! found the content82% of the magazine relevant
  32. 32. bE AGILE, opENTo chANGE
  33. 33. INNoVATE, EVoLVE
  34. 34. ENJoy

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