Digital Masterclass. David Gilbey Partner, Wood for Trees Digital. 2 November 2018
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1 Digital Masterclass David Gilbey Partner, Wood for Trees Digital 2 November 2018
2 Rather than long case studies I will share with you 12 lessons of digital best practice
3 1. Forget looking to create a digital business. Everything is now digital!
4 Excuse the statement of obvious Make sure you have figured out what business you are in before worrying about digital execution
5 And remember the value of commercial forecasting and business planning
6 For example Bauer Media now an audio business Europe s leading commercial radio broadcaster 55%+ of listening digital
7 2. Learn the fundamentals of digital
8 Time Inc., in it s heyday, ran the Stanford University Publishing Course It ran a similar program for its staff. (Time at it s peak generated $1 billion profits) Plenty of people who can structure and run a training programme for your team
9 3. You need a few specialists
10 UX / user experience Front end / CSS developer Publishing stack Hosting Systems engineer Analytics PPC Social content Audience extension Digital designer Technical architect QA / testing Data engineer Back end development SEO optimisation Content optimisation Programmatic Display advertising As with print, rare for one person to have deep expertise across many areas of digital
11 4. Do you have an opportunity to create a platform or marketplace?
12 For example Spotlight A directory re-imagining the casting industry A new end-to-end approach to casting actors and actresses previously a manual process
13 5. Focus on what problems your customers want solving (Especially those they can t simply explain)
14 seek out genuine insights Be inquisitive, open-minded, listen
15 Yankelovich annual research study Insight: consumers feeling increasingly frazzled (back in 2000) The idea: Real Simple (8mm+ readers, TV, audio..)
16
17
18 6. Don t rely on digital display ad revenues!
19 7. Multi-channel, multi-revenue
20 Example: Dwell
21
22
23 8. Learn lessons from beyond publishing
24 9. Look for recurring revenue opportunities
25 10. Be brave! Disrupt yourself
26
27
28 11. Have faith in print
29 12) Look for creative alternatives to monetise your expertise
30 Finally, a dozen extra quick tips!
31 1. Focus on SEO High value, low cost volume Requires great content, easily found, useful links Catalyst to getting digital Brilliant insights. Get your SEO to share detailed results!
32 2. Lots of low cost insights and data available. Use them! Google (Premium) SEO details performance metrics
33 2. Lots of low cost insights and data available. Use them Google (Premium) SEO details performance metrics 3. Well planned, effectively executed 1 to 1 communication plan still highly effective
34 2. Lots of low cost insights and data available. Use them Google (Premium) SEO details performance metrics 3. Well planned, effectively executed 1 to 1 communication plan still highly effective 4. Transactional revenue opportunities Start with affiliate partnerships Generate insights (what categories generate the most revenue) Deeper partnerships for key categories & partners
35 5. Many tactics from analogue transferable to digital Referrals., friend get friend Gift Upsell at point of purchase Excellent customer service Regular, well planned, well executed customer communication Proactive, effective sales people
36 5. Many tactics from analogue transferable to digital 6. Don t write off tactical revenue options, including Affiliate marketing Google AdSense Native ad networks (Outbrain, Taboola etc.)
37 5. Many tactics from analogue transferable to digital 6. Don t write off tactical revenue options 7. For some categories, consider paid content models Financial Times due to achieve 1 million subs Micro payment an increasingly accepted behaviour Monetise via brand experiences
38 8. Develop multi-channel, multi-revenue businesses Consumers live multi-channel lives Sell multi-channel advertising solutions (Co-ordinated messaging, creative, timing, analytics )
39 8. Develop multi-channel, multi-revenue businesses 9. Consider You Tube Facebook might generate more video plays but don t write off You Tube yet World s second largest search engine
40 8. Develop multi-channel, multi-revenue businesses 9. Consider You Tube 10. Re-purpose content When creating video content, shoot and edit for multi-formats (Facebook, Instagram, YouTube ) plus stills, behind the scenes. clear all rights likely to need
41 11. Brand matters more than ever Greater volume of content than ever before Role of trusted brand and curators more critical Humans naturally seek out relevance, connections. Great brands do this
42 11. Brand matters more than ever 12. Consider audio Relatively low cost of creation 44% of population listen
43 That s it! Thank you david@wood4trees.com
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