Masterclass ciw rug_15_04_2013

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This presentation is about the largest digital news platform in the Netherlands and was given at the University of Groningen. Main topics were: History of NU.nl, News Landscape, Media Trends, Advertising and the rise of Content marketing

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Masterclass ciw rug_15_04_2013

  1. 1. Video  (NOS  journaal)  
  2. 2. Part 1: History of NU.nl & Trends
  3. 3. ‘If  I  wanted  a  clown  on  the  homepage,  then  the  clown  was  put  on  the  homepage.  So  to  speak,  because  we  really  wanted  to  make  serious  journalism’    (Kees  Zeegers  –  Founder  NU.nl  in  de  Volkskrant  2012)    
  4. 4. NU.nl – 1999… 4  
  5. 5. Timeline 5  
  6. 6. NU.nl – #1 news website the Netherlands NU.nl: Telegraaf: 37,2% bereik 26,6% bereik Unique visitors: 5.178.984 Unique visitors: 3.703.252 AD.nl: NOS.nl: 21,6% bereik 32,5% bereik Unique visitors: 3.007.152 Unique visitors: 4.524.650 6  
  7. 7. NU.nl – #1 Media Brand in the Netherlands 7  
  8. 8. Proces 8  
  9. 9. NU.nl Business Model? Advertising 9  
  10. 10. 1. NU.nl – period 1999/2009: speed & overview 10  
  11. 11. 2. NU.nl – period 2009/2012: on every screen 11  
  12. 12. 3. NU.nl – period 2013 : relevance 12  
  13. 13. Crazy stats about mobile NU.nl  presentaMe  2012   13  
  14. 14. Pageviews Mobile vs Online 34%   Online   Mobile   66%   14  
  15. 15. Mobile traffic as addition to web traffic Pageviews  per  pla1orm  900.000.000  800.000.000  700.000.000  600.000.000  500.000.000   android  app   iphone  app  400.000.000   mobiele  site   Web  300.000.000  200.000.000  100.000.000   0   15  
  16. 16. Use of devices during the day Rela5ve  use  of  devices  during  24  hours  9%  8%  7%  6%   iPhone  5%   iPad   Android  4%   m.nu.nl  3%   Web  2%  1%  0%   12am  1am   2am   3am   4am   5am   6am   7am   8am   9am  10am   11am   12pm  1pm   2pm   3pm   4pm   5pm   6pm   7pm   8pm   9pm  10pm   11pm   16  
  17. 17. Breaking News2.000.000 17  
  18. 18. I told you it was crazy! NU.nl  presentaMe  2012   18  
  19. 19. NU.nl  presentaMe  2012   19  
  20. 20. NU.nl  presentaMe  2012   20  
  21. 21. NU.nl  presentaMe  2012   21  
  22. 22. 6TRENDS
  23. 23. 1 SCREENS … Always and everywhere
  24. 24. … And everyone 24
  25. 25. PEOPLE ARE CONNECTED… Experiences and opinions are shared directly 2
  26. 26. 26
  27. 27. … Experiences and opinions are shared 27
  28. 28. … Word of Mouth on Steroids 28 .  
  29. 29. …Naked worlds 29 .  
  30. 30. The consumer is DISTRACTED… Information overload… a short attention span 3
  31. 31. … Information overload. 31
  32. 32. 3… no time and a short attention span. 32
  33. 33. The consumer demands SIMPLICITY… Demands simple design and clarity… Efficiency of time and money 4
  34. 34. 434
  35. 35. 4 35
  36. 36. The consumer is an INDIVIDUAL… A unique and personal user experience… Wants to determine and create 5
  37. 37. … a unique and personal experience 5 37
  38. 38. 5  … Wants to determine and create 38
  39. 39. NO BARRIERS 6
  40. 40. Disruption of knowledge can give power 6 40
  41. 41. Disruption of knowledge can give power 6 41
  42. 42. What are the implications for news and NU.nl? NU.nl  presentaMe  2012   42  
  43. 43. Mobile devices changed the world 43  
  44. 44. NU.nl  presentaMe  2012   45  
  45. 45. Hoe mobiel de wereld heeft veranderd
  46. 46. Nieuwsberichten Factsheet  2012   47  
  47. 47. Nieuwsberichten Factsheet  2012   48  
  48. 48. The Rise Customer Data: BIG DATA NU.nl  presentaMe  2012   49  
  49. 49. NU.nl  presentaMe  2012   50  
  50. 50. NU.nl  presentaMe  2012   51  
  51. 51. NU.nl  presentaMe  2012   52  
  52. 52. Social Media53 15-04-13 © Sanoma Media
  53. 53. Digital revolution NU.nl  presentaMe  2012   54  
  54. 54. “ There is not something like an ”information overload, it’s filter failure (Clay Shirkey, 2010)
  55. 55. We are a filter in the cluttered world for our readers
  56. 56. Nieuwsberichten Factsheet  2012   57  
  57. 57. How is a news article or story being created? 60  
  58. 58. Big news is important 62  
  59. 59. 64   15-­‐04-­‐13          ©  Sanoma  Media  
  60. 60. Questions?65   15-­‐04-­‐13          ©  Sanoma  Media  
  61. 61. Thank you for your attention! jurriaan@nu.nl @jurriaanbernson 66  
  62. 62. Part 2: Advertising & Media 67  
  63. 63. What we can learn from theory? 68  
  64. 64. 70 15-04-13 © Sanoma Media
  65. 65. …Times are changing 71  
  66. 66. Use of devices during the day Rela5ve  use  of  devices  during  24  hours  9%  8%  7%  6%   iPhone  5%   iPad   Android  4%   m.nu.nl  3%   Web  2%  1%  0%   12am  1am   2am   3am   4am   5am   6am   7am   8am   9am  10am   11am   12pm  1pm   2pm   3pm   4pm   5pm   6pm   7pm   8pm   9pm  10pm   11pm   72  
  67. 67. Advertising spending vs time spent NU.nl  presentaMe  2012   73  
  68. 68. QuizHYPOTHESE 1:Een bezoek aan NU.nl duurt het langst op tablet in de middagAANVAARDENHYPOTHESE 2:Tijdens een bezoek aan NU.nl op mobiel in de ochtend is men vooral gehaastVERWERPENHYPOTHESE 3:Artikelen van NU.nl worden het meest met anderen gedeeld via tabletAANVAARDENHYPOTHESE 4:De meerderheid van de NU.nl bezoekers bekijkt de homepage helemaalAANVAARDEN 74  
  69. 69. Keith Weed, Unilever ‘mobile marketing’ en ‘content’. Dat zijn de hoofdzaken waarmee Weed de Unilever-merken de komende vijf jaar wil laten komen tot meer ‘consumer engagement’. 75  
  70. 70. NU.nl  presentaMe  2012   76  
  71. 71. Storytelling according to Coca Cola 77  
  72. 72. NIKE78
  73. 73. Creative examples NU.nl
  74. 74. Examples of cross platform promotion (mobile)
  75. 75. Examples of cross platform promotion (Tablet)
  76. 76. Examples of cross platform promotion (Desktop)
  77. 77. Radical: Reach, Impact and Branding
  78. 78. Radical: Reach, Impact and Branding
  79. 79. Skybox: Reach, Impact and Branding
  80. 80. Radical: Reach, Impact and Branding
  81. 81. Non-spot: Information and service
  82. 82. Branded Content•  Be relevant, informative & up-to-date•  News value is important•  Presentation should be clear •  Get tips and advice•  Not too commercial •  Since intensive reading habits people tend•  To optimize the brand recognition it be susceptibel for more information •  Headline should be a trigger due to lower mention the brand in the first paragraph frequency of visits•  Succinctly •  Use rich content (e.g. video, games)•  To the point: "whats in it for me" •  User interaction is important•  News value relatively important   •  Make the message personally relevant
  83. 83. Questions and feedback Jurriaan@nu.nl @jurriaanbernson 91  

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