© 2013 Kajorn Bhirakit All Rights Reserved.
BANGKOK INDESIGN USER GROUP MEETING
Digital Publishing
More Than Your Expectat...
© 2013 Supree Thongpetch All Rights Reserved.
#createnow #bkkidug
© 2013 Supree Thongpetch All Rights Reserved.
Starting point
© 2013 Supree Thongpetch All Rights Reserved.
Supree Thongpetch
ISO Expert, ISO TC130
Chapter Representative, Bangkok Inde...
© 2013 Supree Thongpetch All Rights Reserved.
Make a thing right
© 2013 Supree Thongpetch All Rights Reserved.
Misunderstood of the
“Publication App”
© 2013 Supree Thongpetch All Rights Reserved.
Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
Mag...
© 2013 Supree Thongpetch All Rights Reserved.
Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
Mag...
© 2013 Supree Thongpetch All Rights Reserved.
Engagement
Magazine
Instagram
Youtube
Facebook
Twitter
Google+
Newspap
er
TV...
© 2013 Supree Thongpetch All Rights Reserved.
Communication is not
Enough,
Action is important
© 2013 Supree Thongpetch All Rights Reserved.
Storytelling
No serial storytelling anymore
All is about “Complex Storytelli...
© 2013 Supree Thongpetch All Rights Reserved.
Story
Book
Reading
Blog
Reading
Watching
TV
Watching
Youtube
Watching
Commen...
© 2013 Supree Thongpetch All Rights Reserved.
Story can drive Action
© 2013 Supree Thongpetch All Rights Reserved.
© 2013 Supree Thongpetch All Rights Reserved.
Customers are
motivated to engage
with the story
© 2013 Supree Thongpetch All Rights Reserved.
“More Than” Concept
More Than A Reading Experience, Kajorn Bhirakit
More tha...
© 2013 Supree Thongpetch All Rights Reserved.
Kajorn Bhirakit
Adobe Community Professional
Chapter Representative, Bangkok...
© 2013 Supree Thongpetch All Rights Reserved.
Chaiyarat Soontornprapee
Adobe Influencer
Adobe Certified Associate certificati...
© 2013 Supree Thongpetch All Rights Reserved.
Methus Bhirakit
Co-Manager, Thai Adobe Flash Platform
Software Developer and...
© 2013 Supree Thongpetch All Rights Reserved.
Bundit Wangwiwatsilp
Adobe Digital Publishing Suite (DPS) Specialist
Adobe C...
© 2013 Supree Thongpetch All Rights Reserved.
More Than an
E-Publishing
Supree Thongpetch
Methus Bhirakit
© 2013 Supree Thongpetch All Rights Reserved.
The road ahead
Creativity
v
Data Analysis
v
Personalization
© 2013 Supree Thongpetch All Rights Reserved.
Data to Information
To improve our content
To improve our design
...
Match w...
© 2013 Supree Thongpetch All Rights Reserved.
Question about Analytic
Download number didn’t tell us anything
On Facebook ...
© 2013 Supree Thongpetch All Rights Reserved.
Measuring Method
The missing piece
© 2013 Supree Thongpetch All Rights Reserved.
Measure What they thought
Notice
Remember
Understand
Believe
© 2013 Supree Thongpetch All Rights Reserved.
Measure What they did
Ask for more
Subscribing
Purchasing
Referring a friend
© 2013 Supree Thongpetch All Rights Reserved.
Print Media
Compare media based on audience and cost
Cost of 1 ad x 1000
Cir...
© 2013 Supree Thongpetch All Rights Reserved.
Broadcast Media
Cost of 1 unit of time (commercial) x 1000
Number of prospec...
© 2013 Supree Thongpetch All Rights Reserved.
Internet Ads
Measure by “Click”
Cost
Click
CPC =
© 2013 Supree Thongpetch All Rights Reserved.
Digital Publishing
We don’t have it yet!
© 2013 Supree Thongpetch All Rights Reserved.
New Media with New Idea
Keeping the traditional way of measure (CPM)
Integra...
© 2013 Supree Thongpetch All Rights Reserved.
Cost Per Action*
CPA = Cost Per Action
 [{x*(CPC*Click)}+{y*(CPM*Page View)}...
© 2013 Supree Thongpetch All Rights Reserved.
Why do we need CPA?
Measuring method for Digital Advertising
This is a first ...
© 2013 Supree Thongpetch All Rights Reserved.
Control Center
Digital
Publishing
Action State
Activities
Location
Country
C...
© 2013 Supree Thongpetch All Rights Reserved.
Creative Skill?
Interactive design
User Experience
User Interface
[Making an...
© 2013 Supree Thongpetch All Rights Reserved.
Relational Method
User action is an important
User interesting then interact...
© 2013 Supree Thongpetch All Rights Reserved.
Measuring tool
Omniture
Google Analytic
Custom made
© 2013 Supree Thongpetch All Rights Reserved.
Combination of Success
Design + Analytic functionality
© 2013 Supree Thongpetch All Rights Reserved.
When we start
measuring
Methus Bhirakit
© 2013 Supree Thongpetch All Rights Reserved.
Measurement
Reader (Number, Location, Behavior)
Download
Subscriber
© 2013 Supree Thongpetch All Rights Reserved.
Build the analytic system
Metadata approach
Custom tag approach
© 2013 Supree Thongpetch All Rights Reserved.
Custom tag approach
Embed custom script into Folio
Can access all data
Limit...
© 2013 Supree Thongpetch All Rights Reserved.
Problem
The understanding of metadata
Unclear tag
Different between Adobe and...
© 2013 Supree Thongpetch All Rights Reserved.
Data Collection
Application
Time
Duration
Location Issue
Time
Duration
Locat...
© 2013 Supree Thongpetch All Rights Reserved.
Sourcing
Apple
App/In-app Download
API Provided (autoingestion)
Adobe
Issue ...
© 2013 Supree Thongpetch All Rights Reserved.
Sourcing
Google
Pageviews, Location, Time Duration etc.
API Provided (Limit ...
© 2013 Supree Thongpetch All Rights Reserved.
Data visualization
Google
© 2013 Supree Thongpetch All Rights Reserved.
Data visualization
Kendo UI
© 2013 Supree Thongpetch All Rights Reserved.
Thank you
Upcoming SlideShare
Loading in …5
×

Digital Publishing : More Than Your Expectation

15,864 views

Published on

Presentation in Bangkok Indesign User Group At Bangkok Center Hotel, Thailand on August 17,2013. Talking about the Design, UX/UI and Analytic system.

Published in: Design, Technology

Digital Publishing : More Than Your Expectation

  1. © 2013 Kajorn Bhirakit All Rights Reserved. BANGKOK INDESIGN USER GROUP MEETING Digital Publishing More Than Your Expectation 17 August 2013 #CREATENOW
  2. © 2013 Supree Thongpetch All Rights Reserved. #createnow #bkkidug
  3. © 2013 Supree Thongpetch All Rights Reserved. Starting point
  4. © 2013 Supree Thongpetch All Rights Reserved. Supree Thongpetch ISO Expert, ISO TC130 Chapter Representative, Bangkok Indesign User Group Adobe Digital Publishing Suite (DPS) Specialist New Media Group Member, Idealliance (G7) Cross Media Group Member, GWG
  5. © 2013 Supree Thongpetch All Rights Reserved. Make a thing right
  6. © 2013 Supree Thongpetch All Rights Reserved. Misunderstood of the “Publication App”
  7. © 2013 Supree Thongpetch All Rights Reserved. Magazine TV Newspaper Youtube Facebook Twitter Instagram Google+ Digital MagazineRadio
  8. © 2013 Supree Thongpetch All Rights Reserved. Magazine TV Newspaper Youtube Facebook Twitter Instagram Google+ Digital Magazine Radio
  9. © 2013 Supree Thongpetch All Rights Reserved. Engagement Magazine Instagram Youtube Facebook Twitter Google+ Newspap er TV Radio Digital Magazine
  10. © 2013 Supree Thongpetch All Rights Reserved. Communication is not Enough, Action is important
  11. © 2013 Supree Thongpetch All Rights Reserved. Storytelling No serial storytelling anymore All is about “Complex Storytelling”
  12. © 2013 Supree Thongpetch All Rights Reserved. Story Book Reading Blog Reading Watching TV Watching Youtube Watching Comment Vimeo Watching Comment Twitter Comment Re-tweet FacebookComment Share Like Google+ Comment Share Instagram Comment Like Wiki Reading Share
  13. © 2013 Supree Thongpetch All Rights Reserved. Story can drive Action
  14. © 2013 Supree Thongpetch All Rights Reserved.
  15. © 2013 Supree Thongpetch All Rights Reserved. Customers are motivated to engage with the story
  16. © 2013 Supree Thongpetch All Rights Reserved. “More Than” Concept More Than A Reading Experience, Kajorn Bhirakit More than Interface Design, Chaiyarat Soontornprapee More Than an E-Publishing, Supree Thongpetch The Reaction of Content, Methus Bhirakit More Than Your Assets, Bundit Wangwiwatsilp
  17. © 2013 Supree Thongpetch All Rights Reserved. Kajorn Bhirakit Adobe Community Professional Chapter Representative, Bangkok InDesign User Group Thai Adobe User Group Manager
  18. © 2013 Supree Thongpetch All Rights Reserved. Chaiyarat Soontornprapee Adobe Influencer Adobe Certified Associate certifications Independent Graphic and Web Designer Design Consultant
  19. © 2013 Supree Thongpetch All Rights Reserved. Methus Bhirakit Co-Manager, Thai Adobe Flash Platform Software Developer and Data Analyzer, Sirimedia Co.,Ltd.
  20. © 2013 Supree Thongpetch All Rights Reserved. Bundit Wangwiwatsilp Adobe Digital Publishing Suite (DPS) Specialist Adobe Creative Cloud Certified Partner Elvis Platinum Partner General Manager, Colour Doctor Co.,Ltd.
  21. © 2013 Supree Thongpetch All Rights Reserved. More Than an E-Publishing Supree Thongpetch Methus Bhirakit
  22. © 2013 Supree Thongpetch All Rights Reserved. The road ahead Creativity v Data Analysis v Personalization
  23. © 2013 Supree Thongpetch All Rights Reserved. Data to Information To improve our content To improve our design ... Match what readers want
  24. © 2013 Supree Thongpetch All Rights Reserved. Question about Analytic Download number didn’t tell us anything On Facebook - Like and Talking about this Many marketers believe in and have high expectation in Digital Marketing but only 6% execute
  25. © 2013 Supree Thongpetch All Rights Reserved. Measuring Method The missing piece
  26. © 2013 Supree Thongpetch All Rights Reserved. Measure What they thought Notice Remember Understand Believe
  27. © 2013 Supree Thongpetch All Rights Reserved. Measure What they did Ask for more Subscribing Purchasing Referring a friend
  28. © 2013 Supree Thongpetch All Rights Reserved. Print Media Compare media based on audience and cost Cost of 1 ad x 1000 Circulation CPM =
  29. © 2013 Supree Thongpetch All Rights Reserved. Broadcast Media Cost of 1 unit of time (commercial) x 1000 Number of prospects reached by a given program or time period CPM =
  30. © 2013 Supree Thongpetch All Rights Reserved. Internet Ads Measure by “Click” Cost Click CPC =
  31. © 2013 Supree Thongpetch All Rights Reserved. Digital Publishing We don’t have it yet!
  32. © 2013 Supree Thongpetch All Rights Reserved. New Media with New Idea Keeping the traditional way of measure (CPM) Integrated a digital measuring (CPC) Add up a new measuring function
  33. © 2013 Supree Thongpetch All Rights Reserved. Cost Per Action* CPA = Cost Per Action  [{x*(CPC*Click)}+{y*(CPM*Page View)}]             {(x*Click)+(y*Page View)}*avg.Time spending **x:y = Ratio between page view and interaction CPA =
  34. © 2013 Supree Thongpetch All Rights Reserved. Why do we need CPA? Measuring method for Digital Advertising This is a first time that Media price is related to Design, Normally used circulation Design for data capturing is more powerful than the eye catching “Time Spending” is a Key factor, and it is depend on the creative skill
  35. © 2013 Supree Thongpetch All Rights Reserved. Control Center Digital Publishing Action State Activities Location Country City Time Spending Interaction Playing Reading Ask E-mail Subscribe Register Purchase E-Commerce Refer Social Network Mental State Notice Remember Understand Believe
  36. © 2013 Supree Thongpetch All Rights Reserved. Creative Skill? Interactive design User Experience User Interface [Making an App not Magazine]
  37. © 2013 Supree Thongpetch All Rights Reserved. Relational Method User action is an important User interesting then interact Design for Interaction More interaction is more time spending More time spending using more design skill
  38. © 2013 Supree Thongpetch All Rights Reserved. Measuring tool Omniture Google Analytic Custom made
  39. © 2013 Supree Thongpetch All Rights Reserved. Combination of Success Design + Analytic functionality
  40. © 2013 Supree Thongpetch All Rights Reserved. When we start measuring Methus Bhirakit
  41. © 2013 Supree Thongpetch All Rights Reserved. Measurement Reader (Number, Location, Behavior) Download Subscriber
  42. © 2013 Supree Thongpetch All Rights Reserved. Build the analytic system Metadata approach Custom tag approach
  43. © 2013 Supree Thongpetch All Rights Reserved. Custom tag approach Embed custom script into Folio Can access all data Limitation Real-Time analytics
  44. © 2013 Supree Thongpetch All Rights Reserved. Problem The understanding of metadata Unclear tag Different between Adobe and PHP session Adobe session can be resume Inaccurate reading time duration
  45. © 2013 Supree Thongpetch All Rights Reserved. Data Collection Application Time Duration Location Issue Time Duration Location Page Time Duration Location Element Time Duration Event Event
  46. © 2013 Supree Thongpetch All Rights Reserved. Sourcing Apple App/In-app Download API Provided (autoingestion) Adobe Issue Download No API
  47. © 2013 Supree Thongpetch All Rights Reserved. Sourcing Google Pageviews, Location, Time Duration etc. API Provided (Limit I/O Request) Custom Everything that can be tagged
  48. © 2013 Supree Thongpetch All Rights Reserved. Data visualization Google
  49. © 2013 Supree Thongpetch All Rights Reserved. Data visualization Kendo UI
  50. © 2013 Supree Thongpetch All Rights Reserved. Thank you

×