how to boost payed content and subscription …...product development based on target group needs...
TRANSCRIPT
How to boost payed content and subscription initiative
THE PYRAMID Part One
THE MARKET
CHALLENGE
From challenge to results
Market challenge Results
Thenewmarket
WHAT SOCIAL
”
The Game Plan Market
challenge
Thenewmarket
WHAT SOCIAL
Market challenge
The Game Plan
Market challenge
Reader behaviour changed fast…
…the circulation dived steeply…
Den blå tråden
Market challenge
SvD’s management’s task was clearly to…
Boost payed content and subscription initiative and…
SAVE SvD
Market challenge
Market challenge
Rough decisions had to be taken
• Cost reductions
• Product changes
• New organization
• New products
• New business model
First steps
THE MULTICHANNEL
STRATEGY
START 2012
JOURNEY 2013-2015
GOAL 2016-2017
Competitive SvD in all channels Desired position
Journey starts
Market challenge
The strategy emerges First steps
SvD’s strategy – a long-term work Multi channel enables strong internal focus and drive
High risk for deficit
Market challenge
The strategy emerges First steps The linchpins
Strategic linchpins of SvD’s multichannel strategy
Print customers with digital access Digitally active customers
PRINT+
DIGITAL
PRINT+
DIGITAL
Digital&
newspaper
Illogicaljourney–steptoobig
Tradi6onalcustomer Ac6vated Digitallyac6ve Primarilydigitalcustomer
Driveac6va6on Drivedigitalbehaviour Conversion
churn
Market challenge
The strategy emerges First steps
The linchpins BUSINESS
Customers business must be moved – step by step…
Business logic in line with the market changes
Print customers with digital access Digitally active customers
SvD:s new offer captured the Swedish market
SvD All Week • Full digital access website, mobile • eSvD – the paper digitally • Newspaper 7 days
SvD Weekend • Full digital access website, mobile all week • eSvD – the paper digitally all week • Newspaper during weekend, 3 days
SvD Digital • Full digital access website, mobile all week • eSvD – the paper digitally all week
X
Market challenge
The strategy emerges First steps
The linchpins THE BRAND
trovärdigengageradangelägenmodig
reliable
engaged
relevant
brave
Core areas and feature
News
Business Arts
Housing, travel, food
and wine Cars
SvD’s brand values remain the same since 2001
SvD Needs segmentation A way of gaining further understanding of our target group and developing products for its needs
In-depth look at customer needs
Market challenge
The strategy emerges First steps
The linchpins CUSTOMER
NEEDS
The needs segments emerge
Internal workhops
Market challenge The strategy
emerges First steps
The linchpins CUSTOMER
NEEDS
Product development based on target group needs
SvD is the arena where complex connections can be discussed and answers on questions be seeked.
SvD is the deep knowledge source for sharp formulations of own thoughts and opinions.
SvD is t the fuel for participation in interesting conversations and everyday communication.
SvD is the tool for easy accessible information and knowledge – for personal use right now.
Discuss Summerize Present
See the whole picture – 360o
Be updated
SvD is
Experience digital simplicity
Always have the latest news
Sometimes be surprised
Be treated with intelectual respect
Market challenge The strategy
emerges First steps
The linchpins CUSTOMER
NEEDS
Product development based on target group needs
Discuss Tell
360 degrees
Updated
In depth and discuss In depth and tell
Be updated and tell Be updated and discuss
SvD is
Experience digital simplicity
Always have the latest news
Sometimes be surprised
Be treated with intelectual respect
The strategy emerges First steps
The linchpins CUSTOMER
NEEDS
There is a fairly even spread among the segments
Discuss Tell
360 degrees
Updated
SvD is
35% 19%
26% 20%
Experience digital simplicity
Always have the latest news
Sometimes be surprised
Be treated with intelectual respect
The strategy emerges First steps
The linchpins CUSTOMER
NEEDS
Se the whole picture - 360o
Be updated
Discuss Summerize Present
Studying
Checking news feed
Being updated
Checking the business news
Relaxing with reading
A quantitative study of the SvD.se readers The strategy
emerges First steps
The linchpins CUSTOMER
NEEDS
SvD’s position on the market
Workshops with WhatIf in Stockholm and London
Market challenge
The strategy emerges First steps
The linchpins BPS
Workshops with WhatIf in London
Market challenge
The strategy emerges First steps
The linchpins POSITIONING
A position that grew into…
…SvD:s Brand Positioning Statement
. The news and the views for who
you are.
Crucial activities
• Cost savings, staff • Contract with Bring/Bonnier – distribution partnership • Improve the structure of all IT processes • Implementation of new CRM • Meter model introduction • New newspaper with two supplements
Market challenge
The strategy emerges First steps The linchpins Key factors
SvD change management – an internal culture change Market
challenge The strategy
emerges First steps The linchpins Key factors
• Clear strategy, clear objectives developed by the management group without consultants.
• Follow-up on objectives.
• Interdisciplinary teams.
• Joint business development.
• Steering group every Friday for 2-3 hours on crucial projects.
• Many employees involved in workshops.
• Continual executive meetings and conferences.
• Meetings of all staff 5 times a year with follow-up on strategic objectives.
• Parties for all staff twice a year.
• Focus on the present and create results now, while the project rolls on.
How to boost payed content and subscription initiative
End of Part One
To be continued…