PUBLISHING TRENDS. Nick Worth, CMO Selligent

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1 PUBLISHING TRENDS Nick Worth, CMO Selligent

2 HEARST + SELLIGENT Selligent is integrated with Hearst s proprietary CMS, data warehouse and network of sites Over 150 Hearst editors create content through a library of responsively designed personalized templates Automated journeys support resubscription nurturing, current event blasts, newsletters and more.

3 AGE OF PERSONALIZATION Millennials and Gen Z are hard coded to demand more Expect brands to know them not as a segment but as an specific individuals Less concerned about privacy Want brands to provide an individualized experience

4 74% of online consumers are frustrated by content not relevant to their interests.

5 Only 23% of marketers are satisfied with their ability to leverage customer data to deliver relevant content

6 WHY? Legacy systems persist in a time of rapidly advancing technology Organizations remain silo d operationally Data isn t centralized or associated to the individual Resources are impossibly strained

7 PUBLISHING CHALLENGES Digital native producers (Netflix, Hulu, Amazon, Buzzfeed) are investing heavily, gaining market share, challenging norms On-demand content puts the consumer even more in control Fractured distracted audiences Lower budgets to advertise and bring them back

8 OBSERVED TRENDS DATA FOCUS TEMPLATES AND AUTOMATION Growing understanding of need to invest centralizing and analyzing data Lower production times, improve relevance CONTENT MONETIZATION More emphasis on content control and conversion CONFORMING TO THE CONSUMER Changing based on consumer desires, interests and behaviors

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10 People over 15 spend less than 18 minutes per day reading offline

11 Only 68.2% of people over 15 have ever read a newspaper, and more than half of them accessed through a website or app

12 HOW DO YOU ENGAGE WITH THE UNENGAGED?

13 Go to where your target audience spends time social media Young were attracted through digital ads, Facebook and Twitter campaigns Make the news fun through interaction Elaborate online quiz In person live events Team participation through social media Grand finale television contest Big prize Over 40,000 people participated online and 3500 in the live events, resulting in over 14,000 new site subscribers

14 Select content is reserved exclusively for subscribers Clearly indicated with a distinct icon Exclusivity increases perceived value

15 Consumer sees article for 3 seconds and then

16 Pop up either asking for their or password if it s a returning subscriber Initial threshold is easy only More participants get over the hurdle of initial engagement Provides the brand with a wider audience to market and sell to overtime

17 After 5 articles have been consumed the threshold is raised now they ask you to pay The sell happens to more qualified leads Over 200,000 visitors read paid content = a 33% growth in their contact base Conversion rate doubled proving the value of the metered paywall

18 Implemented Selligent Site tags across their entire network of sites within one business day Created a new revenue stream by serving up content blocks across their network and selling the inventory on an ad exchange Instead of booking on a position, advertisers now book a certain user profile Advertising revenue steadily growing since program launch

19 And of course they have a paywall which has resulted in more subscribers and conversions

20 EDUCATIONAL PUBLISHING GETS SMARTER

21 15 M students from nearly 200 countries are given free units of training to inspire them to purchase more units of training 70% of purchases were by users who had consumed more than 90% of the free units But most users had consumed less than 25% If more people consume more free units, it would lead to increased conversions

22 Users who had consumed 0% of the free trial were suppressed to focus on the engaged users who were segmented by activity. Active 15 85% of free units Passive less than 14% of free units Doers Over 86% of free units

23 Dynamic templates and automated journeys nurtured each group to the next level Personalize messages from specific teachers to students about their coursework kept them engaged Dynamically served relevant offers introduced them to new products All messages were optimized for the person s language and time zone 4% increase in revenue per student Reduction in production resources due to automation

24 Many people working in silos resulted in inconsistent creatives and inefficiency. Prezi had a radical organizational mindset shift. Organized data Identified key audiences personas created templates Transformed the user s experience. personalized by job role, license type, payment status, and language preference Average open rates increased 29% 30% increase in renewals

25 LEARN FROM YOUR AUDIENCE

26 Select Stumble Read Rate

27 WHAT THEY LEARNED People wanted fewer more relevant stories delivered to them each day People were logging in more frequently, but spending less time per visit Millennial content interests skewed toward more practical, useful, scientific details

28 WHAT THEY DID Created personalized mashup lists with 5 stories matched to the consumer Developed snackable content for quick short visits Introduced new themes to editorial: o How does your brain react to beer o What s the best sleep position o Parenting today s kids o Healthy fast meal 250,000 new users added every month and usage rates are trending up

29 LESSONS LEARNED Identify your key audience groups, their needs and your conversion goal for them Leverage data for segmentation and personalization Create templates that enable you to improve experience while reducing production investment Design content and programs around the way audiences are behaving and engaging with your content today