Audience	
  Management	
  and	
  
Mone/za/on	
  Strategy	
  
How	
  to	
  become	
  the	
  engagement	
  
engine	
  in	
  ...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Audiences	
  &	
  Mone/za/on	
  Trends	
  
Mobile	
  
SmartTV	
  
Ta...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
The	
  LatAm	
  Digital	
  Ad	
  Market	
  	
  
Publishers	
  are	
 ...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
How	
  much	
  is	
  your	
  audience	
  worth?	
  
Total	
  Monthly...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Enabling	
  the	
  rela/onship	
  economy	
  
People	
  
Iden/fy	
  ...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
People	
   Iden/fy	
  and	
  serve	
  event	
  triggered	
  	
  
and...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Experiences	
   Create	
  mul/media,	
  mul/plaPorm,	
  contextual,	...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Aspira/ons	
   Know	
  what	
  consumers	
  want	
  and	
  
surpass	...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Advocacy	
  
Empower	
  your	
  audiences	
  to	
  engage	
  and	
  ...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Loyalty	
   Establish	
  a	
  rela/onship	
  of	
  mutual	
  trust	
...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
Profitability	
   Create	
  a	
  profitable	
  ecosystem	
  and	
  
re...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
The	
  Audience	
  Management	
  and	
  
Mone/za/on	
  Toolbox	
  
P...
Copyright	
  2014	
  Rafael	
  Bonnelly	
  Ricart	
  
	
  
Transforming	
  Publishers	
  into	
  Technology	
  
Driven	
  ...
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Audience Management and Monetization Strategy

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A detailed plan for media companies to become the engagement engines of their local markets.

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Audience Management and Monetization Strategy

  1. 1. Audience  Management  and   Mone/za/on  Strategy   How  to  become  the  engagement   engine  in  your  market     By  Rafael  Bonnelly  Ricart   CEO  clicLogix  Americas  inc.   July  2014  
  2. 2. Copyright  2014  Rafael  Bonnelly  Ricart   Audiences  &  Mone/za/on  Trends   Mobile   SmartTV   Tablets   Web   Print   Media  have  great  audience  growth   opportuni/es  in  digital  plaPorms   Premium   Audience   Contextual   RTB/Programa/c         +10   Digital  adver/sing  is  being  automated     and  highly  segmented   Na/onal   65%   Interna/onal   35%   Interna/onal  audiences  also  represent   strong  growth  poten/al   New  business  models  evolving  around   audience  engagement  and  loyalty   Average  foreign   audience  in  La/n   American  media   companies  
  3. 3. Copyright  2014  Rafael  Bonnelly  Ricart   The  LatAm  Digital  Ad  Market     Publishers  are  star/ng  to  see  decline  in  their  print  businesses  and  are  now  paying   serious  aYen/on  to  digital  publishing  and  digital  businesses.  An    Audience   Management  and  Mone/za/on  Strategy  is  a  cri/cal  need  in  all  media  companies.   Large  Unsold  Inventories  in  Media  Highest  Growth  Internet  Market   Low  eCPM’s,  No  Segmenta/on   Digital  Ad  Sales  Growing  
  4. 4. Copyright  2014  Rafael  Bonnelly  Ricart   How  much  is  your  audience  worth?   Total  Monthly  Visits  (Visits)   Monthly  unique  users  (MUU)   Registered  MUUs   PV’s  per  visit   Ra/o  of  MUUs/RMUUs   Digital  Revenues   Average  Revenue  per  User  (ARPU)   f   01  Unknown  user  =  1x   01  Registered  user  =  3x   Its  very  hard  to  establish,   but,  we  do  know  that…     An  unknown  user  is  hard  to  mone/ze,  but   a  registered  user  can  yield  lots  of  value   KPI’s  
  5. 5. Copyright  2014  Rafael  Bonnelly  Ricart   Enabling  the  rela/onship  economy   People   Iden/fy  and  serve  the  passion   and  trigger  driven  communi/es   Experiences   Mul/media,  mul/plaPorm,   entertaining,  engaging   Aspira/ons   Know  what  consumers  want   and  surpass  their  expecta/ons   Profitability   Create  a  profitable  ecosystem  and   remunerate  advocacy  &  loyalty   Loyalty   Establish  a  rela/onship  of  mutual   trust  and  joint  value  crea/on   Advocacy   Empower  your  audiences  to  engage  and   influence  issues  that  maYer  to  them  
  6. 6. Copyright  2014  Rafael  Bonnelly  Ricart   People   Iden/fy  and  serve  event  triggered     and  passion  driven  communi/es       Passion  Driven:     Internally  driven,  move   between  passion  levels  with   permanent  communi/es  and   stable  memberships.   Event  Triggered:   Externally  and  internally   driven  by  lifestyle  changes  or   specific  events.  Members   tend  to  be  more  temporary.     What  to  do:   Choose  your  baYles  and   iden/fy  your  target   communi/es  and  their   leaders.   What  to  do:   Serve  the  community  with   archival  and  curated   content  to  sa/sfy  the   need  to  be  informed.   Enable  engagement  via   advocacy.   Event   Triggered   commnity   On  a   mission   Looking   for   exper/se   Want  to   engage   How  to  do  it:   •  Keep  the  content  fresh   •  Involve  membership   •  Crowdsource   •  Crowdfund   •  Innovate   •  Make  it  fun  and  interes/ng   How  to  do  it:   •  Coordinate  content  effort   with  event  /meline   •  Mine  archives  for  easily   accessible  content   •  Curate  and  aggregate  event   related  content   •  Understand  the  community   lifecycle  &  support  it    
  7. 7. Copyright  2014  Rafael  Bonnelly  Ricart   Experiences   Create  mul/media,  mul/plaPorm,  contextual,   entertaining,  engaging  experiences      Mul/media:   The  type  of  produc/on   used  to  tell  a  story  (text,   audio,  photos,  video,   graphics,  applica/ons)   Mul/plaPorm:   The  contents  des/na/on  (web   browser,  mobile,  print,  tablet,   social  media,  smartTVs,   outdoor…)  each  one  of  them   demands  different  forms  of   storytelling   Contextual:   Well  supported  stories  with   archival  and  3rd  party   content  cura/on  and   aggrega/on  that  enhances   the  user  experience  and   sa/sfies  the  need  for   informa/on.   Entertaining:   Life  is  hard  enough,  make  it   easier  for  your  audience,  by   mixing  short  and  long  form   content  that  informs  and   entertains.   Engaging:   Understand  the  needs  of   your  audience  using   Maslow’s  Hierarchy  of   Needs  and  empower  their   fulfillment  by  providing   constant  interac/on   opportuni/es  and   encouraging  par/cipa/on   through  rewards.   Wikipedia:  Maslow's  hierarchy  of  needs  is  a  theory  in   psychology  proposed  by  Abraham  Maslow  in  his  1943  paper   "A  Theory  of  Human  Mo/va/on"  in  Psychological  Review.  
  8. 8. Copyright  2014  Rafael  Bonnelly  Ricart   Aspira/ons   Know  what  consumers  want  and   surpass  their  expecta/ons     Understand   your  audience:   Through  the  analysis  of   First  Party  Data   publishers  can   understand  the  trends   and  interests  of  their   audiences  to  create   marketable  segments.   Predic've  analy'cs   Well  described  &     segmented  audiences   Big  Data   Hub  Your  content   Your  audiences  (unknown)   Your  audiences  (known)   Use  your   knowledge:   Deliver  relevant  and   /mely  content  to  every   user  on  every  visit,  to   enhance  your  editorial   and  commercial   offerings.   Personalize  the   experience:   Establish  relevancy  of   your  users  interest  and   automa/cally   personalize  every   experience  with  your   content.   Deliver  value  to   everyone:   Predict  with  high  level  of   accuracy  what  stage  in  the   buying  process  each  user  is   on  your  network,  and  offer   value  to  both  users  and   adver/sers  by  making  the   right  connec/on  at  the   right    /me.   Awareness   Considera/on   Purchase   Advocacy  
  9. 9. Copyright  2014  Rafael  Bonnelly  Ricart   Advocacy   Empower  your  audiences  to  engage  and   influence  issues  that  maYer  to  them   Understand  their   mission:   Diagnose  the  challenge   faced  by  the  community  you   are  addressing.  Define  how   you  can  help  with  the   challenge.     Engage  the   community:   Offer  the  possibility  to   influence  through   crowdsourcing  and   crowdfunding  challenges   that  impact  public  opinion   and  help  achieve  the   community’s  goals.   Were  do   communi/es  live?   The  social  networks  are   many,  and  they  serve   different  communi/es.  Find   your  communi/es  were  they   live,  and  join  them.     Recognize   leadership:   Iden/fy  and  recognize  the   thought  leaders  on  your   network,  and  empower   them  to  help  them  achieve   their  goals  and  become   your  loyal  advocates.  
  10. 10. Copyright  2014  Rafael  Bonnelly  Ricart   Loyalty   Establish  a  rela/onship  of  mutual  trust   and  joint  value  crea/on   Establish  the  terms   of  your  rela/onship:   We  want  to  know  our  users  so   we  can  serve  them  beYer,  thus   we  need  informa/on  in  order   to  provide  them  with  the  best   possible  service.  Tell  your  users   you  need  this  informa/on  and   promise  to  use  it  only  to   provide  them  more  value.     Lets  users  manage   their  informa/on:   Give  users  complete  control   over  their  informa/on,  and   how  much  or  liYle  they  share   with  you  and  any  third  party   at  any  given  /me.     Assign  a  value  to   informa/on:   Buy  the  informa/on  from   your  users,  by  rewarding   them,  through  different   loyalty  schemes,  in  order  to   keep  your  informa/on  fresh.   Manage  a     profitable  ecosystem:   Since  informa/on  has  value  for   you  and  for  everyone  else  in  the   ecosystem,  empower  all   par/cipants  and  generate   profitable  rela/onships.  
  11. 11. Copyright  2014  Rafael  Bonnelly  Ricart   Profitability   Create  a  profitable  ecosystem  and   remunerate  advocacy  and  loyalty     Broaden  your   rewards  program:   Publishers  have  loyalty   programs  for  their  print   subscribers,  which  now  need   to  be  extended  and  enhanced   to  accommodate  an  online  and   mul/na/onal  audience.         Leverage  current   rela/onships:   Offer  real  value  to  your  users   and  adver/sers,  by  making   connec/ons  through  rewards   programs  that  can  be   exchanged  for  goods  and   services  provided  by  your   adver/sers.         Unleash  your   Audience:   Make  sure  every   interac/on  is  an   opportunity  for  an  user   to  become  an  Advocate,   and  use  social  media  to   get  the  word  out  of  your   own  network.   Create  flexible   pricing  plans:   Provide  your  users  with   the  right  product  at  the   right  /me  and  the  right   price  and  reward  loyalty   and  long  term   commitments.        
  12. 12. Copyright  2014  Rafael  Bonnelly  Ricart   The  Audience  Management  and   Mone/za/on  Toolbox   People   Experiences   Aspira/ons   Advocacy   Loyalty   Profitability   Content   Management   Systems  (CMS)     Digital  Rights   Management   (DRM)     Graphics  &  Design   Applica/ons     Video  Edi/ng  &   Encoding     Content   Distribu/on   Networks  (CDN)     Mobile  Apps  Dev.           Audience  Data   Management   PlaPorms   (ADMP)     Social  Media   Management  &   Metrics  (SMM)     Search  Engine   Op/miza/on   (SEO)     Search  Engine   Marke/ng   (SEM)     User  Panel     Browser   extensions           Open   Innova/on   Technologies     Surveys     Advocacy   campaigns                         Content   Management   Systems  (CMS)     Digital  Rights   Management   (DRM)     Influencer   engines     Customer   Rela/onship   Management   (CRM)           Loyalty  plaPorms     SignWalls     Single  SignOn     User  panels                     Paywalls     AdServers     Ecommerce   plaPorms     Payment   Solu/ons     Video  AdServers     Mobile  AdServer     Supply-­‐Side   PlaPorms     Email  Mkts   PlaPorms     Call  Center          
  13. 13. Copyright  2014  Rafael  Bonnelly  Ricart     Transforming  Publishers  into  Technology   Driven  Services  Businesses     info@cliclogix.com     Tel.  +1.786.352.8300     www.cliclogix.com      

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