Going Digital: Extending print-based brands online Shannon Emmerson Director of Digital Media, Canada Wide Media Limited M...
<ul><li>A little about me </li></ul><ul><li>About the digital division </li></ul><ul><li>Our work </li></ul><ul><li>Lesson...
About me <ul><li>Joined Canada Wide in Jan ‘07 </li></ul><ul><li>Capricorn, fond of travel, wine, words, music </li></ul><...
About the  digital media division <ul><li>In-house editorial, design, development, sales and digital marketing team </li><...
Why digital media? <ul><li>Significant advertiser demand </li></ul><ul><li>Dot-com bubble burst; open source offered econo...
Overall Strategy <ul><li>Extend brands into digital environment </li></ul><ul><li>Hire smart consultants </li></ul><ul><li...
Site Strategy <ul><li>Give advertisers an online platform </li></ul><ul><li>Make the most of our content  & make it findab...
Year one:  Build it and they will come … Our Work
Our Work
Year two:  Refine and grow Our Work
Our Work
Year three:  Get creative Our Work
Lessons Learned <ul><li>Search, design and copyright  </li></ul><ul><li>Focus on great  web  content </li></ul><ul><li>Cul...
Search: make yourself findable <ul><li>You’re competing with everyone else in the world on Google. </li></ul><ul><li>The r...
Design to keep readers. <ul><li>Consider user context. </li></ul><ul><li>Know the competition-- and steal shamelessly. </l...
Lessons Learned
Get copyright. <ul><li>Secure clear copyright permissions on  anything & everything  you post online. </li></ul><ul><li>Do...
Focus on great  web  content. <ul><li>Digital content requires work to ensure that it’s working for you.  </li></ul><ul><l...
Lessons Learned
Imagine (or remember) the conversation  about what it takes to manage a website.  Lessons Learned
Lessons Learned
Cultivate digital skill.  <ul><li>Hire rock stars. </li></ul><ul><li>You need people who are very comfortable with chaos. ...
<ul><li>“ Digital Editors” are now producers, multimedia artists, developers, designers, marketers, sales reps, analytics ...
<ul><li>Offline </li></ul><ul><li>Magazines, Books, Print Newsletters, Calendars, Guides </li></ul><ul><li>Online </li></u...
Lessons Learned
<ul><li>Example:   </li></ul><ul><li>Backyard chickens - Granville </li></ul><ul><li>An idea about covering the backyard c...
Lessons Learned
Example:  GardenWise Ask the Pros Born of a nurtured  community of gardening pros and Master Gardeners Questions and answe...
<ul><li>Provide value that suits your medium.  </li></ul><ul><li>Consider ways to monetize it. </li></ul><ul><li>Meet the ...
Example:  BCBusiness Top 100 <ul><li>In Person:  Luncheon, speech, networking </li></ul><ul><li>Offline:  Special mag issu...
Example: Innovation Package Lessons Learned
Community matters. <ul><li>Give your readers a voice. </li></ul><ul><li>Engage. </li></ul><ul><li>Use a variety of tools. ...
Flipping the funnel: <ul><li>Marketing guru Seth Godin uses this term to describe the phenomenon of individuals using soci...
Guest blog Lessons Learned
Lessons Learned
Observe, analyze, adjust <ul><li>Hire/develop smart people who understand metrics. </li></ul><ul><li>Use the results.  </l...
 
 
Lessons Learned
Start small.  <ul><li>Test your ideas in low-cost ways: eNewsletters work well. </li></ul><ul><li>Pay attention to how peo...
Experiment. <ul><li>Technology changes every day. </li></ul><ul><li>Nobody has all the answers yet. </li></ul><ul><li>Have...
<ul><li>Areas we’re working on:  </li></ul><ul><ul><li>Mobile/WAP sites </li></ul></ul><ul><ul><li>Text campaigns </li></u...
<ul><li>In many ways, it’s still like the wild west out there.  </li></ul>Winding Up
<ul><li>But guess who knows the west?  </li></ul>Winding Up
Questions & comments  are most welcome. Shannon Emmerson [email_address] .com http://www. canadawide .com Questions?
Upcoming SlideShare
Loading in …5
×

Canada Wide Digital - for CAA/Westword - May 22, 2009

560 views

Published on

Shared successes and lessons from setting up a digital media business within a print publishing company.

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

No Downloads
Views
Total views
560
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Good morning, thanks for having me. Spend a little time today talking about how we at Canada Wide approached the challenge of developing a digital business -- taking some of our best-known print brands and extending them into the online space. Slightly different challenges than working with a specific brand -- but hopefully some of the things we’ve learned could help your products as well
  • Canada Wide Digital - for CAA/Westword - May 22, 2009

    1. 1. Going Digital: Extending print-based brands online Shannon Emmerson Director of Digital Media, Canada Wide Media Limited May 22, 2009
    2. 2. <ul><li>A little about me </li></ul><ul><li>About the digital division </li></ul><ul><li>Our work </li></ul><ul><li>Lessons learned </li></ul><ul><li>Questions and discussion </li></ul>Outline
    3. 3. About me <ul><li>Joined Canada Wide in Jan ‘07 </li></ul><ul><li>Capricorn, fond of travel, wine, words, music </li></ul><ul><li>Background in journalism, writing & editing, knowledge management, interactive entertainment (games) web development, technical writing, yacht stewardessing </li></ul>Mild Twitterholic (@semmerson) About me
    4. 4. About the digital media division <ul><li>In-house editorial, design, development, sales and digital marketing team </li></ul><ul><li>Manage and maintain seven sites, nine enewsletters </li></ul><ul><li>First design award ! </li></ul>About the DMD
    5. 5. Why digital media? <ul><li>Significant advertiser demand </li></ul><ul><li>Dot-com bubble burst; open source offered economy </li></ul><ul><li>Good digital models </li></ul><ul><li>Recognition and opportunity </li></ul><ul><li>Publishing industry showing signs of change </li></ul>About the DMD
    6. 6. Overall Strategy <ul><li>Extend brands into digital environment </li></ul><ul><li>Hire smart consultants </li></ul><ul><li>Contract developers </li></ul><ul><li>Build initial sites externally </li></ul><ul><li>Grow an in-house team to take over </li></ul>About the DMD
    7. 7. Site Strategy <ul><li>Give advertisers an online platform </li></ul><ul><li>Make the most of our content & make it findable online </li></ul><ul><li>Create sites that honour their respective brands </li></ul><ul><li>Grow communities </li></ul>Our Work
    8. 8. Year one: Build it and they will come … Our Work
    9. 9. Our Work
    10. 10. Year two: Refine and grow Our Work
    11. 11. Our Work
    12. 12. Year three: Get creative Our Work
    13. 13. Lessons Learned <ul><li>Search, design and copyright </li></ul><ul><li>Focus on great web content </li></ul><ul><li>Cultivate digital skill </li></ul><ul><li>Think multi-platform </li></ul><ul><li>Consider new models </li></ul><ul><li>Community matters </li></ul><ul><li>Observe, analyze, adjust </li></ul><ul><li>Start small </li></ul><ul><li>Experiment </li></ul>Lessons Learned
    14. 14. Search: make yourself findable <ul><li>You’re competing with everyone else in the world on Google. </li></ul><ul><li>The rules (& players) seem to change every day. </li></ul><ul><li>Know who you want to find your content, and know your business goals. </li></ul><ul><li>Optimize for search--from code to design to editorial. </li></ul>Lessons Learned
    15. 15. Design to keep readers. <ul><li>Consider user context. </li></ul><ul><li>Know the competition-- and steal shamelessly. </li></ul><ul><li>Test design: youthink.ca. </li></ul>Lessons Learned
    16. 16. Lessons Learned
    17. 17. Get copyright. <ul><li>Secure clear copyright permissions on anything & everything you post online. </li></ul><ul><li>Do it now. </li></ul><ul><li>Get agreements in writing. </li></ul>Lessons Learned
    18. 18. Focus on great web content. <ul><li>Digital content requires work to ensure that it’s working for you. </li></ul><ul><li>Very specific, always evolving knowledge is required. </li></ul>Lessons Learned
    19. 19. Lessons Learned
    20. 20. Imagine (or remember) the conversation about what it takes to manage a website. Lessons Learned
    21. 21. Lessons Learned
    22. 22. Cultivate digital skill. <ul><li>Hire rock stars. </li></ul><ul><li>You need people who are very comfortable with chaos. </li></ul><ul><li>Organizers. Good time managers. Bright personalities. </li></ul><ul><li>Anthropologists. Storytellers. Experimenters. Hurdlers. </li></ul>Lessons Learned
    23. 23. <ul><li>“ Digital Editors” are now producers, multimedia artists, developers, designers, marketers, sales reps, analytics evaluators and SEO specialists. </li></ul><ul><li>Start training your staff now to understand the digital universe. </li></ul>Lessons Learned
    24. 24. <ul><li>Offline </li></ul><ul><li>Magazines, Books, Print Newsletters, Calendars, Guides </li></ul><ul><li>Online </li></ul><ul><li>Web, eNewsletter, Audio, Video, Social Media </li></ul><ul><li>In Person </li></ul><ul><li>Events, Workshops, Conferences </li></ul>Think multiplatform. From the start. Lessons Learned
    25. 25. Lessons Learned
    26. 26. <ul><li>Example: </li></ul><ul><li>Backyard chickens - Granville </li></ul><ul><li>An idea about covering the backyard chicken debate in Vancouver became: </li></ul><ul><ul><li>a mag article </li></ul></ul><ul><ul><li>a web article (repurposed) </li></ul></ul><ul><ul><li>3 blog posts </li></ul></ul><ul><ul><li>a resource page including a podcast & 4 repurposed articles </li></ul></ul><ul><ul><li>A Twitter stream pushing users to latest articles and comments </li></ul></ul>Lessons Learned
    27. 27. Lessons Learned
    28. 28. Example: GardenWise Ask the Pros Born of a nurtured community of gardening pros and Master Gardeners Questions and answers are printed in the magazine Users invited to submit online All Q&As are searchable in online resource Lessons Learned
    29. 29. <ul><li>Provide value that suits your medium. </li></ul><ul><li>Consider ways to monetize it. </li></ul><ul><li>Meet the needs of your advertisers -- and your readers. </li></ul>Consider new models Lessons Learned
    30. 30. Example: BCBusiness Top 100 <ul><li>In Person: Luncheon, speech, networking </li></ul><ul><li>Offline: Special mag issue with listings </li></ul><ul><li>Online: Sponsored landing page, searchable listings, video of event, winner interviews, eNewsletter </li></ul>Lessons Learned
    31. 31. Example: Innovation Package Lessons Learned
    32. 32. Community matters. <ul><li>Give your readers a voice. </li></ul><ul><li>Engage. </li></ul><ul><li>Use a variety of tools. </li></ul><ul><li>“ Flip the funnel.” </li></ul>Lessons Learned
    33. 33. Flipping the funnel: <ul><li>Marketing guru Seth Godin uses this term to describe the phenomenon of individuals using social media tools to broadcast their messages. They’ve got the megaphone now. </li></ul><ul><li>Listen. They’re the people you’re trying to reach. </li></ul>Lessons Learned
    34. 34. Guest blog Lessons Learned
    35. 35. Lessons Learned
    36. 36. Observe, analyze, adjust <ul><li>Hire/develop smart people who understand metrics. </li></ul><ul><li>Use the results. </li></ul><ul><li>Metrics tell you about: </li></ul><ul><ul><li>hot and not content </li></ul></ul><ul><ul><li>audience </li></ul></ul><ul><ul><li>peak times </li></ul></ul><ul><ul><li>related sites </li></ul></ul><ul><ul><li>reader habits </li></ul></ul><ul><ul><li>reader location </li></ul></ul><ul><ul><li>… </li></ul></ul>Lessons Learned
    37. 39. Lessons Learned
    38. 40. Start small. <ul><li>Test your ideas in low-cost ways: eNewsletters work well. </li></ul><ul><li>Pay attention to how people respond – audiences and advertisers. </li></ul><ul><li>Try to sell before building. </li></ul>Lessons Learned
    39. 41. Experiment. <ul><li>Technology changes every day. </li></ul><ul><li>Nobody has all the answers yet. </li></ul><ul><li>Have some fun! </li></ul>Lessons Learned
    40. 42. <ul><li>Areas we’re working on: </li></ul><ul><ul><li>Mobile/WAP sites </li></ul></ul><ul><ul><li>Text campaigns </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Alternative revenue models </li></ul></ul><ul><ul><li>Brand-based partnerships </li></ul></ul>Lessons Learned
    41. 43. <ul><li>In many ways, it’s still like the wild west out there. </li></ul>Winding Up
    42. 44. <ul><li>But guess who knows the west? </li></ul>Winding Up
    43. 45. Questions & comments are most welcome. Shannon Emmerson [email_address] .com http://www. canadawide .com Questions?

    ×