learnsessie publishers 2016
TRANSCRIPT
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LEARNSESSIE PUBLISHERS
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INTRO• Daan Reijnders, 35 jaar • In 1999 eerste internetbedrijf(je): VIDA • In 2006 partner bij communicatiebureau: RAADHUIS • In 2008 gestart met digitale magazines • In 2012 start ontwikkeling Instant Magazine
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AGENDA• Korte intro • Trends • Case WPG • Toepassingen • Case Zoom • Responsive advertising • Distributie & Analytics • Competenties • Hoe start je?
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RESPONSIVE PUBLICATIES
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VEEL BELEVING
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FULLSCREEN BEELD
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ANIMATIES
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(FULLSCREEN) VIDEO
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MAAR OOK• Inzicht in content behoefte • Directe meting resultaat • Eenvoudig te personaliseren • Lage productie- en distributiekosten • Korte productietijd
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INMIDDELS
500+
klanten
3000+ magazines
gepubliceerd
12 landen
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TRENDS
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WAT ZIEN WE?• Uitgeverij wordt content marketeer • Commerciële content wordt meer geaccepteerd • Meer result driven (transparantie & ROI) • Relevantie = key • Frequentie omhoog, omvang naar beneden • Van platform naar campagne management
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CASE WPG MEDIA
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1. VOLLEDIG GEPERSONALISEERD
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(COMMERCIEEL) INTERESSANT
• Bereikt de doelgroep in de kern • Timing is perfect; lopers zijn nog vol euforie • Runner’s World wordt ingehuurd voor het maken van de
content (uren ipv advertenties) • Top of mind bij (potentiële) abonnees • Extra kanaal voor adverteerders • Upsell abonnementen en producten
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ADVERTENTIE OP HET JUISTE MOMENT
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OF EIGEN UP-SELLS
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2. E-CURSUS: ALTIJD BIJ DE HAND
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3. CUSTOM MAGAZINE ASICS
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4. EVENT VERSLAGEN
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NOG MEER TOEPASSINGEN
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BANNER DRIVEN MAGAZINES
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BANNER DRIVEN MAGAZINES
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DATA DRIVEN MAGAZINES
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DATA DRIVEN MAGAZINES
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WELKE DATA KUN JE ACHTERHALEN?
Linkedin • Naam • Bedrijfsnaam • Functie • E-mail • Aantal medewerkers • Omschrijving en skills • Aantal connecties • Branche
Facebook • Naam • E-mail • Merkvoorkeuren • Vrienden
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VERTICAL MAGAZINE
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CONTENT MARKETING
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REMARKETING OBV GEDRAG
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REMARKETING OBV GEDRAG
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CASE ZOOM.NL
Boudewijn Muijser
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RESPONSIVE ADVERTISING
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RESPONSIVE ADVERTISING
• Inspireer met mooie content • Krijg inzicht in relevantie • Meet exacte resultaten • Geef ad-blockers geen kans
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FULLSCREEN ADVERTENTIE
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INTERACTIEVE ADVERTENTIE
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ADVERTORIAL
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BRANDED CONTENT
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VIDEO ADVERTENTIE
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AFFILIATE (EMBEDDEN WEBSHOP)
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OM REKENING MEE TE HOUDEN
• Alle elementen moeten los aangeleverd worden • Denk mee over conversie • Adviseer in meetbaarheid (bijv. UTM codes) • Pas personalisatie toe waar mogelijk • Ga in gesprek met adverteerder over optimalisatie op
basis van data
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DISTRIBUTIE
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HOE VERSPREID JE EEN ONLINE MAGAZINE?
• E-mail marketing• Social media• Verwijzingen vanuit drukwerk• Eigen website• Banners / online marketing• Via eventuele app
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DISTRIBUTIE: E-MAIL
• Gebruik een aantrekkelijke onderwerpregel• Personaliseer • Gebruik meerdere elementen die verwijzen naar je
magazine• Verwijs naar pagina’s in je magazine (highlights)• Optimaliseer je mailing voor mobiel• Verstuur na 1 week nogmaals naar de `non-opens`
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DISTRIBUTIE: SOCIALVerstuur gelaagd
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TIPS DISTRIBUTIE• Plaats de link in je e-mail handtekening• Verstuur je laatste magazine als `auto-responder’ op nieuwe
inschrijvingen op je nieuwsbrief• Plaats een button op je website of intranet• Plaats QR-code of quicklink op brochure of visitekaartje• Een poster met QR-code of quicklink in je wachtruimte• Volledig geïntegreerd met printmedia• Plaats een inschrijvingsformulier in je magazine
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INTERESSANTE DATA
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WAT KUN JE METEN?
• # Unieke bezoekers • # Herhaal bezoekers • # Uitgaande clicks • Leestijd per pagina • Uitstap pagina’s • Video stop & play
• Conversies uit formulieren
• Locatie • Scrolldiepte • Social shares • Etc.
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COMPETENTIES
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HOE ZIET HET TEAM ERUIT?• (Web)Redactie• DTP’er / Vormgever• Fotograaf / video• Marketeer (die ook distributie verzorgd)• Analytics specialist• Sales
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WAAR BEGIN JE?
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1Stel een doel
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2Bepaal de redactionele formule
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3Verzamel content (incl redactieslagen)
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4Opmaak magazine(incl ads / branded content)
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5Publiceer
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6Verspreid(gelaagd en op alle kanalen)
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7Analyseer(en neem deze mee naar de redactievergadering)
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VRAGEN?
Daan Reijnders
www.linkedin.com/in/daanreijnders www.twitter.com/daanreijnders
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BEELD CREDITS
• Video: GoPro • Shopping cart: Michael Maher Photography • Magazine voorbeelden van Code Magazine, MPG, RAADHUIS.com, ReShift,
WPG, Rederij Doeksen, Geen Blad voor de Mond, TimeOut, Xtra Digital agency