This document summarizes key points from American Business Media's 2012 annual conference. It discusses the transition of business media from print to digital, the growth of mobile and social media, and a four-pillar strategy of building on data and audience, content and brand, convening power and community, and social and mobile. Business media revenues declined significantly from 2007-2010 but are recovering with a shift to digital. Social media is becoming a true business medium, and establishing social listening, voice and driving conversation are important for social business media.

1. Building
Blocks Focused Future
for a Customer
American Business Media’s
2012 Annual Conference
JACK GRIFFIN | APRIL 29, 2012

2. “ ”
When is everything gonna get back to
normal?
– Roger Sterling, Mad Men
2

3. 3

4. “ A new medium is never
an addition to an old
one, nor does it leave
the old one in peace.
It never ceases to
oppress the older
media until it finds
new shapes and
positions
for them.
– Marshall McLuhan,
”
Understanding Media, 1964
4

5. B2B Roots
5

6. A Business Model Based on B2B
Online Online, viral, Healthcare Mobile International
marketing social media, database
6

7. A 360° Go-to-Market Strategy
7
7

8. A Transformation
2005 2011
VENDOR STRATEGIC PARTNER
Meredith Custom Publishing Meredith Integrated Marketing
Primarily a custom publisher Relationship marketer
Minimal digital capabilities Broad multi-platform capabilities
Vulnerable to margin pressure Defensible margins
Challenging long-term growth Diverse, differentiated offering; prospects
high growth potential
$75M in annual revenues $180M in annual revenues
8
8

9. “ Somewhere in this industry, this has all
happened before.
– Roger Sterling, Mad Men
”
9

10. Source: Intel
10

11. Four Centers of Digital Gravity
Facebook Google
Amazon Apple
Source: CoRise, October 2011 11

12. Four Centers of Digital Gravity
Source: CoRise, October 2011 12

13. It Wasn’t Good...2007-2010
B2C & B2B REVENUE CHANGES
Change 2007 - 2010
-11.2%
-17.4%
-22.6% -0.1%
-5.7%
-11.2%
-17.4% -28.8% -19.2%
-22.6% -30.4%
-30.4% -28.8% -29.8%
Consumer Magazines $ Advertising Consumer Magazines $ Circulation
Consumer Magazines SCS Units B2B $ Trade Shows -45.2%
B2B $ Magazine Advertising
Source: Veronis Suhler Stevenson, October 2011 13

14. The Decline of Print: B2B Leads the Change
ANNUAL HOURS SPENT CONSUMING MEDIA
1%
4% 7% 3% 12%
9% 15%
11% 14%
59%
Share by Type and Source
90%
56%
85% 51%
79%
46% Mobile
32% Online
26%
Off-Line
Source: Veronis Suhler Stevenson/ PQ Media 2011 14

15. B2B Big Picture
Spending Growth Returns Selectively
But with Very Different Mix
B2B SPENDING BY CATEGORY
$34,130
$31,851
$30,166
$28,509
$27,197 $10,522
$10,061
Spending in $ Millions
$9,648
$9,320
$9,053
$3,093
$2,755 $2,915
$2,471 $2,614
$6,952 $7,915
$4,796 $5,377 $6,094
$1,866 $2,006 $2,294 $2,306 $2,666
$1,950 $1,978 $1,995 $2,007 $2,015
$6,300 $6,297 $6,265 $6,243 $6,252
Calendar Year 2010 2011e 2012e 2013e 2014e
Trade Shows Virtual Shows Seminars & Conferences E-Media Custom Publishing B2B Print Paid Circ B2B Print Adv Totals in Bold at Top
15
Source: Veronis Suhler Stevenson Communications Forecast, November 2011; e = estimate 15

16. B2B Big Picture
Digital Driving Growth in B2B Spending
B2B REVENUES 2011
CHANGE in B2B REVENUES Data TOTAL: $26.5 BILLION
BY STREAM Services
$1,940
22.0% 7%
Trade Shows
Print Advertising
Digital Trade
Digital Advertising
Advertising Shows
Data Services
$6,352 $10,502
TOTAL
24% 40%
6.5% 6.9%
2.2% 2.9% Print
Advertising
$7,698
2011 vs 2010 29%
16
Source: American Business Media – BIN CY Totals by Revenue Stream ($ in Millions) 16

17. The Only Constant is Change
17

18. “
” 19

19. “We're quickly moving more and more of our
businesses into digital. We find that the ROI of
the advertising, when the big idea is there, can
be much more efficient.”
—Robert McDonald, CEO, Procter & Gamble
20
20

20. “ Achieving this vision requires some
fundamental shifts in how we operate.
—Marc Pritchard
Global Marketing & Brand Building Officer @ SIGNAL Procter & Gamble, March 2012
”
21

21. 22

22. Building
Blocks Focused Future
for a Customer
1. Data & Audience
2. Content & Brand
3. Convening Power & Community
4. Social & Mobile
23

23. Data & Audience
24

24. Data & Audience
25

25. Financial Times
HTML 5 The Web as “News Database”
The Data Workflow
• Visualizing complex dataset
- Bank debt exposure data
• Monitor site for updates
• CSV source
• Clean in Excel
• Import Mosul database
• Generate SQL query
• Publish XML
• Parse with ActionScript
• Publish with Flash
26

26. Content & Brand
27

27. Content & Brand
28

28. National Geographic
29

29. Convening Power & Community
30

30. Convening Power & Community
31

31. SXSW
32

32. Social & Mobile
33

33. A Connected, Mobile World
7 Billion People
as of November 2011
(and growing!)
77% Connected
by mobile devices
5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int 34

34. Social Intersects with Mobile
35

35. U.S. Smart Mobile Devices Will Top 200 Million in Use in 2013
MORE THAN 250% INCREASE 2010-2015
300.0
253.7
250.0
228.1
201.4
200.0
Millions of Units
167.4 148.6
133.0
150.0
123.8 119.9
SmartPhone
106.7
100.0 Tablet
71.0
90.1
50.0 95.1 105.1
60.2 81.5
60.7
33.7
0.0 10.8
2010 2011 2012 e 2013 e 2014 e 2015 e
U.S. Ownership of Devices by Year
Source: Forrester Research 2-12 for Tablets; eMarketer 12-11 for SmartPhones e = estimate 36

36. iPads in the Cockpit
37

37. Apps for Healthcare Management
38

38. Work Bleeds Into Life
Chief Revenue Officer, Moo.com
39

39. “ Social
media and
mobile
are just
buzzwords
until you
come up
with a
plan.
”
—Anonymous
41

40. 42

41. Source: OnlineSchools.org 43

42. Source: OnlineSchools.org 44

43. Facebook Comes of Age
1.0 2.0 3.0
College Kids Only Mom, Dad, Grandma, A True Business
Grandpa Medium
45

44. B2B Media Has Always Been Social
SOCIAL B2B
requires planning,
organization and
coherence of message SELLER BUYER
= turbochargers
46

45. The Social Cycle
3
SOCIAL B2B
RULES OF
ENGAGEMENT
47

46. The Social Cycle
1.ESTABLISH SOCIAL
LISTENING.
3
SOCIAL B2B
RULES OF
ENGAGEMENT
48

47. The Social Cycle
1.ESTABLISH SOCIAL 2.ESTABLISH SOCIAL
LISTENING. VOICE.
3
SOCIAL B2B
RULES OF
ENGAGEMENT
49

48. The Social Cycle
1.ESTABLISH SOCIAL 2.ESTABLISH SOCIAL
LISTENING. VOICE.
3
SOCIAL B2B
RULES OF
ENGAGEMENT
3.DRIVE THE
CONVERSATION.
50

49. The Social Cycle
1.ESTABLISH SOCIAL 2.ESTABLISH SOCIAL
LISTENING. VOICE.
3
SOCIAL B2B
RULES OF
ENGAGEMENT
3.DRIVE THE
CONVERSATION.
51

50. WHAT’S KEEPING YOU UP AT NIGHT?
52

51. Empirical Questions
1. Culture: Have I established a culture of innovation?
2. Capital: Am I investing enough in the digital future
of my company?
3. Capabilities: Do I have the right people in the right jobs?
4. Costs: Is my cost structure sustainable?
5. Competition: Who is my REAL competition?
EmpiricalMedia.com
53

52. American Business Media’s 2012 Annual Conference
THANK YOU
Text FOLLOW JackGriffinEMA to 40404
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