The document summarizes insights from a digital content and media summit. It discusses how email is still an important platform, best practices for email marketing, and trends in digital publishing and devices. Key speakers addressed challenges in transitioning print content to digital, the importance of engaging audiences, and how the rules of publishing have changed in recent years.

1. deeson-creative.co.uk
What can we learn from
a bunch of publishers?
Well, Mark Zuckerberg
has got it wrong for a start
SIIA Digital Content and Media Summit
Thursday, 26 September 13

2. deeson-creative.co.uk
We met Parry Malm from Adestra.
We talked about beards and email
• Email is not dead and it’s not going
anywhere. It’s the only ‘app’ that connects
all the platforms
• It will act as a single sign-in primary key -
just like your Facebook login
• Your personal data will be scrambled using
MD5 hash encryption
• What’s MD5 hash? Google it!
Thursday, 26 September 13

3. deeson-creative.co.uk
Parry worries email is neglected
because it’s not sexy
• Two thirds of people will not see your
emailer
• Don’t get hung up on open/click rates
• Emailers are inbox branding to stay
top of mind at buying time
• Deal with hard bounces
• Don’t send out crap content
Thursday, 26 September 13

4. deeson-creative.co.uk
Parry’s email insights
• Daily and weekly emailers get the most opens
• Multiple subject lines perform better than
single topic
• ‘Alert’, ‘news’, ‘video’ and ‘update’ get higher
click volumes
• Words such as ‘webinar’, ‘report’ and
‘intelligence’ get low response rates
• Split test your emailer - it’s trial and error,
baby!
Thursday, 26 September 13

5. deeson-creative.co.uk
• If you’re losing traction - think about re-
engagement
• Ask those who haven’t clicked in the last
month, why?
• Ask them smart questions to gain intelligence
• Find out about yourself, listen and evolve
Don’t lose the audience.
Re-engage
Thursday, 26 September 13

6. deeson-creative.co.uk
We’re going to see a flood
of cheap devices
Benedict Evans, analyst
• Real growth is from smartphones
• Significant contraction of manufacturers
• Microsoft’s share of device sales has
fallen from 95% to 25%
• Blackberry’s 30% share has slumped to
2%
• Apple and Samsung account for 2/3 of all
industry revenue
• Tablets are accelerating growth
Thursday, 26 September 13

7. deeson-creative.co.uk
It’s time to get digital and do it well
Benedict Evans, analyst
• The four horsemen of the internet are: Amazon,
Facebook, Google and Apple
• They have huge ecosystems
• Apple doesn’t make money from content but
provides iTunes and apps to drive the need for
hardware
• For Amazon, Facebook and Google - it’s all about
the mobile experience
Thursday, 26 September 13

8. deeson-creative.co.uk
Five years ago, these jobs
did not exist in publishing
• Librarian to manage metatags
• Information architect
• Developer
• Product manager
• Content team
• Social media manager
• Community manager
Thursday, 26 September 13

9. deeson-creative.co.uk
Content is free. It really is.
• Forbes has opened up its publishing
• Anyone can submit content
• Forbes no longer generates but curates
• Brands need to share content
• Full reports are free, while executive
summaries and slides are premium
Thursday, 26 September 13

10. deeson-creative.co.uk
It’s all about Russian doll publishing.
Time to chunk your content
• Don’t think in terms of product, such as
books, journals or publications
• Think about paragraphs, chapters, charts,
diagrams, infographics and data
• Dissect your products into chunks, metatag
and make them discoverable
• Put content where your audiences are
Thursday, 26 September 13

11. deeson-creative.co.uk
Do the rules of the last 50 years
apply today?
Rob Grainger, Stonewash
• Quarterly publications lose engagement
and loyalty is short-lived on digital
• Engagement is highest on weekly
magazines
• Weekly magazine revenue potential is
higher compared to monthly publications
• Most people read digital publications on
Saturday evenings
Thursday, 26 September 13

12. deeson-creative.co.uk
• $1.2million revenue per month from digital
• 250% growth in five years
• 75% sales outside UK
• Half are paid subs
• 60% renewal rates
Digital print brands need hub websites
Andy Rice, Future Music, Auto & Sport
Thursday, 26 September 13

13. deeson-creative.co.uk
Create Once and Publish Everywhere
is a means to an end
Clementine Vioux, Dennis Media Factory
• Don’t make HTML fit the print layout -
think content first
• Don’t develop for one device type - think
about all devices
• Don’t ignore your editorial team - think of
their processes
Thursday, 26 September 13

14. deeson-creative.co.uk
Launch is just the beginning
Clementine Vioux, Dennis Media Factory
• Use a flat content plan for product focus
• Simplify
• Design mobile first - it’s got the smallest
screen
• It doesn’t have to be amazing first time -
keep refining
Thursday, 26 September 13

15. deeson-creative.co.uk
Digital publishing. Are we turning our
editorial teams into data entry monkeys?
Michael Kowalski, Contentment
• Designer and developer have different start
points transferring print to digital
• Templates limit design - what happened to
designing around content?
• Chunk it up using different templates for each
section
• Think about the work flow - Dropbox > Padify >
HTML5 > Pugpig
Thursday, 26 September 13

16. deeson-creative.co.uk
Stay connected
@deesoncreative
Thursday, 26 September 13