I Had No Idea My Phone Could Do That! Presentation

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Presented at the 2008 O'Reilly Tools of Change for Publishing Conference (www.toccon.com)

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I Had No Idea My Phone Could Do That! Presentation

  1. 1. I had no idea my phone could do that! delightful solutions on-the-go from Hearst (mobile)
  2. 2. our brand new digital network <ul><li>Hearst digital media, part of Hearst Magazines: </li></ul><ul><li>16 new brand dotcom sites </li></ul><ul><li>3 new shopper properties </li></ul><ul><li>3 acquisitions </li></ul><ul><li>9 mobile sites </li></ul><ul><li>8 text clubs </li></ul>
  3. 3. <ul><li>largest magazine publisher in: </li></ul><ul><ul><li>content </li></ul></ul><ul><ul><ul><li>9 mobile sites </li></ul></ul></ul><ul><ul><ul><li>8 text clubs </li></ul></ul></ul><ul><ul><li>traffic </li></ul></ul><ul><ul><ul><li>4 MM page views </li></ul></ul></ul><ul><ul><li>& distribution </li></ul></ul><ul><ul><ul><li>off-deck </li></ul></ul></ul><ul><ul><ul><li>& across all Tier-1 carriers: Verizon, Sprint, at&t </li></ul></ul></ul>mobile at Hearst
  4. 4. multiple mobile revenue streams: <ul><ul><li>mobile advertising (banners) </li></ul></ul><ul><ul><li>mobile advertising (SMS/text) </li></ul></ul><ul><ul><li>application sales </li></ul></ul><ul><ul><li>wallpapers </li></ul></ul><ul><ul><li>fake calls </li></ul></ul>wallpapers: vintage covers & Varga Girls
  5. 5. mobile market overview <ul><li>237 M wireless subscribers in the USA </li></ul><ul><li>1 billion text messages sent a day (up 130% YOY) </li></ul><ul><li>wireless data revenues = $10.5 billion (up 63% YOY) CTIA Jun 07 </li></ul><ul><li>32 M are “active mobile internet users” Nielsen Mobile Oct 07 </li></ul><ul><li>email/IM/text then information-gathering and sharing M Metrics 2006 </li></ul>advertisers will spend more than $11 billion by 2011 on mobile marketing Informa Telecoms & Media
  6. 6. Hearst Women’s Network mobile market research <ul><ul><li>4 out of 5 own a mobile phone </li></ul></ul><ul><ul><li>VZW (24%), at&t (22%), Sprint (10%) </li></ul></ul><ul><ul><li>1 in 5 sent a text message yesterday </li></ul></ul><ul><ul><li>22% downloaded mobile content in last 30 days </li></ul></ul><ul><ul><li>10% subscribed to an alert in last 30 days </li></ul></ul>Nielsen@Plan Winter 07-08: survey of 36,000 online adults/HWN
  7. 7. <ul><li>meet un-met needs: location-based, timely tips </li></ul><ul><li>be simple: deliver bite-size/bijou content pieces </li></ul><ul><li>reach many: distribution/off-deck & across-carriers </li></ul><ul><li>any device : make your mobile content device agnostic </li></ul><ul><li>discover: learn the new rules of search </li></ul><ul><li>layer digital to RL: user-generated tags & more </li></ul><ul><li>be engaging, comforting & delightful </li></ul>7 suggestions: what works in mobile?
  8. 8. <ul><li>practical solutions: dude decoder, cocktail recipes </li></ul><ul><li>decision-makers: Cosmo fake calls, quizzes </li></ul><ul><li>location-based info: hot cities guide </li></ul><ul><li>timely tips: bedside astrologer </li></ul><ul><li>stories to engage: bedroom blog </li></ul><ul><li>+ </li></ul><ul><li>voting/polls </li></ul><ul><li>talk to us & send to a friend </li></ul><ul><li>user-generated content: tell us about YOUR Hot City! </li></ul>Cosmo Mobile
  9. 9. <ul><li>practical solutions: the information (how to) </li></ul><ul><li>decision-makers: laws of fashion </li></ul><ul><li>location-based info: best bars </li></ul><ul><li>timely tips: drinks database </li></ul><ul><li>stories to engage: funny joke from a beautiful woman </li></ul><ul><li>+ </li></ul><ul><li>voting/polls </li></ul><ul><li>talk to us & send to a friend </li></ul><ul><li>user-generated content: know any great bars? </li></ul>Esquire
  10. 10. <ul><li>practical solutions: stainbuster, product safety alerts </li></ul><ul><li>decision-makers: recipe of the day, tipping </li></ul><ul><li>location-based info: Good Housekeeping Seal </li></ul><ul><li>timely tips: expert advice, diet & beauty, house/home </li></ul><ul><li>stories to engage: good grief, constant dieter </li></ul><ul><li>+ </li></ul><ul><li>voting/polls </li></ul><ul><li>talk to us & send to a friend </li></ul><ul><li>user-generated content: your recipes, your tips </li></ul>Good Housekeeping
  11. 11. <ul><li>wide range of SMS ad programs </li></ul><ul><ul><li>text blasts </li></ul></ul><ul><ul><li>text quiz </li></ul></ul><ul><ul><li>text2win </li></ul></ul><ul><ul><li>text2sample (& buy) </li></ul></ul><ul><ul><li>text sweeps </li></ul></ul><ul><ul><li>text coupons </li></ul></ul><ul><ul><li>store/cinema locator </li></ul></ul><ul><li>mobile web (on/off-deck) sales </li></ul><ul><ul><li>mobile banners </li></ul></ul><ul><ul><li>sponsored sections </li></ul></ul><ul><ul><li>mobile microsites </li></ul></ul>mobile advertising
  12. 12. innovation “ a call-back service that, for 99 cents, lets women escape from a bad date - has to be one of the cleverest brand extensions of the year” Adweek: brand leaders 2007 hot list
  13. 13. industry recognition best mobile sites 2007: Ziff Davis nominated for global mobile awards
  14. 14. in-book promotion
  15. 15. online promotion
  16. 16. 20th Century Fox Home Entertainment: text quiz to drive retail sales advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  17. 17. TRESemme: opt-in to receive 4 x text alerts from hair stylist expert advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  18. 18. <ul><li>text alerts </li></ul><ul><li>sweepstakes </li></ul><ul><li>text2buy </li></ul><ul><li>text2win </li></ul><ul><li>text2sample </li></ul><ul><li>voting & polls </li></ul><ul><li>quizzes </li></ul><ul><li>store locator </li></ul><ul><li>coupons </li></ul><ul><li>and many more! </li></ul>store locator: users see message in-book and send zip code to shortcode advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  19. 19. Walgreens: text2win advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  20. 20. Clinique: testing response (different keywords): in-book & text blast Text blast: 17% response rate! advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  21. 21. at&t: text2win advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
  22. 22. re-cap: largest magazine publisher in content, traffic & distribution: <ul><ul><li>content </li></ul></ul><ul><ul><ul><li>9 mobile sites </li></ul></ul></ul><ul><ul><ul><li>8 text clubs </li></ul></ul></ul><ul><ul><li>traffic </li></ul></ul><ul><ul><ul><li>4 MM page views </li></ul></ul></ul><ul><ul><li>& distribution </li></ul></ul><ul><ul><ul><li>off-deck </li></ul></ul></ul><ul><ul><ul><li>& across all Tier-1: VZW, Sprint, at&t </li></ul></ul></ul>
  23. 23. re-cap: multiple revenue streams: <ul><ul><li>mobile advertising (banners) </li></ul></ul><ul><ul><li>mobile advertising (SMS/text) </li></ul></ul><ul><ul><li>application sales </li></ul></ul><ul><ul><li>wallpapers </li></ul></ul><ul><ul><li>fake calls </li></ul></ul>
  24. 24. contact: sophia stuart director, mobile [email_address]

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