richard hall
DESCRIPTION
Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".TRANSCRIPT
![Page 1: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/1.jpg)
Who exactly is your Audience?
![Page 2: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/2.jpg)
Would you pay …
For this …? Rules and Regulations Governing Plumbers
and Gas Fitters 248 CMR 1.00 - 11.00
Or this …?
![Page 3: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/3.jpg)
Why should I pay for content?
“I read it, but it’s not really valuable to me.”
![Page 4: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/4.jpg)
So how do you pay the bills?
![Page 5: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/5.jpg)
News costs money to gather – can you
still afford to give it away?
What will happen to you if your readers
decide your content has no value to them?
What’s your content worth?
![Page 6: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/6.jpg)
Google says:
“The whole secret here is the ads
are worth more if they’re more
targeted, more personal, more
precise.”
Eric Schmidt, CEO, Google
![Page 7: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/7.jpg)
Writing on the wall?
![Page 8: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/8.jpg)
Is content relevant?
Greg Hadfield, former Telegraph Media Group’s head of digital development, says:
“Most crucially, they (newspapers) need
to rethink how they relate to their
communities of readers, subscribers, and
users, when they know next to nothing
about members of their digital audience.
![Page 9: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/9.jpg)
“They need to identify their most loyal
users and then work harder to meet their
individual needs.”
“I don't have as much time as many to
wait for the future. I want to help make it
happen now.”
Source:
http://www.guardian.co.uk/media/organgrinder/2010/jan/19/why-left- telegraph-greg-hadfield
![Page 10: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/10.jpg)
How good is your content?
![Page 11: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/11.jpg)
Handheld for 40 years
The UK’s No1 circulation daily newspaper.
![Page 12: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/12.jpg)
Only your readers
can decide what is of value to them.
Who decides what is relevant?
![Page 13: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/13.jpg)
A personalised newspaper
![Page 14: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/14.jpg)
The value of individuated news
Advertisers eager to reach local
customers.
Ads charged at 5 cents per ad, per
subscriber (higher than online ads).
Readers read what they want to read, and
have the time to read.
![Page 15: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/15.jpg)
People will pay your bills
ONLY if you deliver
relevance.
But first you have to
find out about the
individuals who
make up your
various audiences.
![Page 16: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/16.jpg)
Audiencentricity
Relevance = Value.
You are uniquely able to deliver relevance.
![Page 17: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/17.jpg)
You already know …
An individual’s:
Subscriber history
Reader Offer history
Advertising history
Accounts history
![Page 18: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/18.jpg)
You may also know …
Their mobile and home phone number
Activity on your Website
Some of their social media activity, etc …
“How much does Google know?”
![Page 19: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/19.jpg)
Information is valuable
Google collects what information it can –
and will use information to take even more
revenue from you.
You can collect very much more audience
data than Google, or anyone else.
![Page 20: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/20.jpg)
It pays to deliver value
“Rich audience data enables you
to deliver value
and dominate your community.”
![Page 21: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/21.jpg)
When you’ve got it, use it.
To be rich, use rich audience data.
![Page 22: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/22.jpg)
Tailor your content
“In order to reach and retain profitable
customers you have to understand what
drives their purchasing decisions - and
tailor messages and products to resonate
with them.”
… Nielsen PRIZM
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0
5
10
15
20
25
30
35
Aug-09
Aug-08
Source: Editor & Publisher
Time on-site is your best measure.
![Page 24: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/24.jpg)
You have to connect the dots.
Print Mobile Web Social
Publisher Advertiser
![Page 25: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/25.jpg)
What Google CANNOT do
Know if you are a Subscriber
Know if you respond to Reader Offers
Know your bank account details
Know your home address etc.
![Page 26: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/26.jpg)
What Google CAN do
Deliver a very large audience
Deliver interest-based advertising based
on information about the Web pages
people visit, or searches executed.
Take large amounts of YOUR revenue!
![Page 27: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/27.jpg)
You have to:
Acquire: lots of data, information, lists
Grow: customer spend
Manage: with offers, new products, etc
Re-educate: if their spend declines
Respect privacy – you already do all this
For Profitable Relationships
![Page 28: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/28.jpg)
Do you also create
Value-based opt-in inducements
Membership/loyalty programs
Referrals
Affiliate networks & communities
Microsites, etc.
![Page 29: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/29.jpg)
Small newspaper - Big business
15,000 copies circulation
1,000,000+ individuals in CRM database
$2+ millions added revenue
Burgett Mooney, President News Publishing Company
Rome, GA, USA
Direct marketing business now bigger than his newspaper business
![Page 30: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/30.jpg)
You don’t have to be big
February 01, 20105800 7th Avenue • Kenosha, WI 53140 • (262) 657-1000
Daily paper – 22,000 circulation
Generated more than $200,000 in new
revenue the first year using the targeted
marketing
![Page 31: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/31.jpg)
Hunt for new Audience
![Page 32: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/32.jpg)
Map and measure the response
![Page 33: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/33.jpg)
“Hearst launches e-reader”
Content delivery will be to an increasing
range of digital devices.
These devices are owned by
individuals. iPad Apple iPad
You therefore need to
know who these individuals are,
exactly.
![Page 34: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/34.jpg)
Look behind the mask
Persona literally
means ‘mask’
although usually
refers to the
‘social masks’ all
humans
supposedly wear
http://en.wikipedia.org/wiki/File:Guatemala-Mask.jpg
![Page 35: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/35.jpg)
Audience Touch Points
Web visits
Subscriber database
Newspaper articles
Smart Phone feeds
Social Media Newsletters Other Opt-ins
![Page 36: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/36.jpg)
Audience Touch Points
Web visits
Blogs
Newspaper coupons
SMS, RSS
Social Media Movie Club registration
![Page 37: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/37.jpg)
Only when you know …
Who they are, as individuals, can you
provide the relevance for which they are
prepared to pay.
With delivery to the platform they most
use, when they use it.
![Page 38: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/38.jpg)
Once you know your audience
You can target any content,
ads, direct marketing, etc:
- to any individual,
- to any device,
- to anywhere.
And you can make money.
![Page 39: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/39.jpg)
Would this keep
you engaged? !
![Page 40: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/40.jpg)
Good looking and personal
But what if you had a Website that kept
individuals really engaged?
What if your audience could personalise
your content– just for themselves?
What if you could provide this?
![Page 41: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/41.jpg)
Personalised targeting pays …
It provides real value for your audiences
and your advertisers.
People are willing to pay - for value.
![Page 42: Richard Hall](https://reader033.vdocuments.site/reader033/viewer/2022061117/546829afaf7959a2358b5193/html5/thumbnails/42.jpg)
Not cheap, but worth it! You like it It’s relevant You can afford it
So you are prepared to pay for it.