engagement: new approaches for connecting with your users
DESCRIPTION
Social Media and Networking in PSP 3.0 11 October 2012 Presented by Kevin CohnTRANSCRIPT
Kevin CohnVice President of Operations
@AtyponPSP Seminar, New York11 October 2012
New Approaches for Connecting with Your Users
Engagement
• Content delivery and monetization solutions for publishers
• 13 million journal articles being hosted by Literatum
About Atypon
2 Engagement: New Approaches for Connecting with Your Users
Selected Clients3 Engagement: New Approaches for Connecting with Your Users
Engagement
4 Engagement: New Approaches for Connecting with Your Users
• Know who the user is
• Know what the user is interested in
• Use this knowledge to target content to each user
What Does It Mean?
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A Lack of Targeting
Paid Content User Targeting
Scientific &Scholarly
Yes No
Consumer &Trade
No Yes
6 Engagement: New Approaches for Connecting with Your Users
Today: < 1%
7 Engagement: New Approaches for Connecting with Your Users
Goal: 25%
8 Engagement: New Approaches for Connecting with Your Users
• Incentivize users to register
• Lower the registration barrier
• Keep users logged in
• Target content to users
Engagement in 4 Steps
9 Engagement: New Approaches for Connecting with Your Users
• Free to registered users only
• Require registration to access enhanced content
• Metered model
Incentivize Users to Register
10 Engagement: New Approaches for Connecting with Your Users
51M denials in 2011
Atypon-Hosted Publishers
11 Engagement: New Approaches for Connecting with Your Users
12 Engagement: New Approaches for Connecting with Your Users
13 Engagement: New Approaches for Connecting with Your Users
• 1Q10: Launched
The New York Times
• 2Q11: 224,000 paid digital subs
• 2Q12: 509,000 paid digital subs
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15 Engagement: New Approaches for Connecting with Your Users
16 Engagement: New Approaches for Connecting with Your Users
• Ask for less information on your registration form
• Allow users to register using social network accounts
Lower the Registration Barrier
17 Engagement: New Approaches for Connecting with Your Users
18 Engagement: New Approaches for Connecting with Your Users
• “Remember me”
• Social network accounts are “always on”
• “Secure key” authentication
Keep Users Logged In
19 Engagement: New Approaches for Connecting with Your Users
• You’ve created reasons to register
• You’ve made it easier to register
• Users are registering
• You’re keeping users logged in
Engagement in 4 Steps
20 Engagement: New Approaches for Connecting with Your Users
Target Content
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Engagement: New Approaches for Connecting with Your Users22
• Binary: a document is either about a topic (100%) or it is not (0%)
• Hierarchical: a document is about a topic and all of its parents
Taxonomies
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Engagement: New Approaches for Connecting with Your Users24
• Better related search and content-based recommendations
• Search results clustering (“more results like this”)
Applications
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Engagement: New Approaches for Connecting with Your Users26
Engagement: New Approaches for Connecting with Your Users27
• Better networking and user-based recommendations
• Search results ordered by relevancy to each user
Applications
28 Engagement: New Approaches for Connecting with Your Users
• “Research Intent”
• Apply different weightings to different rolling periods
Tuning
29 Engagement: New Approaches for Connecting with Your Users
• Know who the user is and what the user is interested in
• Use probabilistic enrichment to target content to each user
Summary
30 Engagement: New Approaches for Connecting with Your Users
