The document discusses strategies for audience management and monetization. It addresses identifying passionate and event-triggered communities, creating engaging multi-platform experiences, and understanding audience aspirations in order to deliver relevant content and surpass expectations. The goal is to establish profitable relationships through advocacy and loyalty by empowering audiences.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Copyright
2014
Rafael
Bonnelly
Ricart
Transforming
Publishers
into
Technology
Driven
Services
Businesses
info@cliclogix.com
Tel.
+1.786.352.8300
www.cliclogix.com