Download - Lienekevanden heuvel e_day_160910
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Emerce eDay, 16 september 2010
Lieneke van den Heuvel: Publisher Auto
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Agenda
Positie binnen onze strategie Business case:
Doelgroep Concept Verdienmodel Promotie
Learnings Demo Vragen
Doel: Doel:
meenemen in gemaakte keuzes & learnings delen
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Gek op de iPad, maar soms…
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360º Strategie
Mobile devices: 100.000 downloads
Website: 1,5 mln unique visitors
AutoWeek Brand Extensions
Social Media
Magazine > 100.000
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Inspiring content
Search, find & obtain
Reliable buy
Maintenance
CPM
CPCCPL
CPS
Finance
Maintenance
Aanwezig in elke fase van aankoopproces
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Business Case: eerst denken, dan doen!
Doelgroep Concept: Opzet App + Magazine Verdienmodel
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7
AutoWeek Magazine
Male
Age:15-49
Social class:B1/B2/C
Family Stage:2-person household
Household with young children
AutoWeek Website
Male
Age:15-45
Social class:A/B1/B2
Family Stage:Middle aged 2-person household without children
Household with young children
AutoWeek iPad app
Male
Age:18-40
Social class:A/B1/B2
Family Stage:Young 2-person household without children
Household with young children
Other:Trend watcherGadget loverEarly adopter Potential brand ambassador
Doelgroep: magazinelezers of...?
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Concept App: kiosk of meer?
8
E. My AutoWeek
Kiosk
MultiTests
Filter brand/model
Magazine
Paid Content: in app purchases
News
Tests
Reviews
Free Content: within the app
Specs
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Magazine: 1 op 1 overnemen?
FIRST PHASE:
half the magazine, twice as rich!
SECOND PHASE:
distinctive content, maximum experience!
THIRD PHASE:
in app purchases
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Content App/Magazine: roll out in phases
24-04-10 Planet of the apps | project proposal x 10
News • Sharing: Twitter, Facebook• 360 graden interieur photos• Audio fragments• Tests • Car base (specs)• Reviews • Location based dealer
locator (Google maps)• (dual) Slideshow• Video content• Top 10 lists • Advertising formats (standard
sized + specials)
2010
20112012
FIRST PHASE: half the magazine,
twice as rich!
SECOND PHASE: distinctive content,
maximum experience!
THIRD PHASE:
In app purchases Publication one
day ahead of
AutoWeek magazine
Premium brand
Rich content
Never out of stock
Worldwide access:
anytime, anywhere, any
place
Subscription price
advantage (phaase 2)
Archive of items of interest
Share magazine content by
twitter, Facebook,etc.
Visual experience of
content
USP’s: premium price, premium product
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“Show me the money!”
Business Model
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BtoC: rich content, premium priced
12
App
Paid download : € 2,99 (incl. 1e editie gratis)
Magazine
Editie (wekelijks) : € 2,99
Abonnementsvormen : Fase 2
Others
Archief van eerdere edities
Multi Test Rapport (fase 2)
Filter van alle informatie over specifiek Merk / Model (Fase 3)
Rich content, premium priced
Groei d.m.v.
in app purchases
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B2B: advertising propositions
13
Launching Partners
Regulier adverteren
iAds: fase 2
CPM/Perfomance based: fase 2/3
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Multimediale Lancerings Campagne:print, online, mobiel, NU.nl iPad, social media
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Gek op de iPad, maar…
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Projectteam iPad: blijf communiceren…
Apple Store
Techniek extern
Redactie
Marketing/Sales
Adverteerders
Techniek intern
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Learnings iPad app: organisatorisch
Projectteam inrichten
Verantwoordelijken voor elke discipline (vormgeving, techniek, redactie, sales, marketing)
Maak een blauwdruk van je plannen
Houd iedereen aan die plannen: de (technische) verleidingen om nog meer, nog beter te maken, liggen continu op de loer
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Learnings iPad: maken van het magazine
USP’s medium uitnutten: iPad is beeld, dus foto’s, video’s, animaties!
Wat doe je extra ten opzichte van je website, je huidige papieren magazine?
Dus… iPad-only: maak onderscheidende content, de 360-graden foto
Laat print mindset los: kleuren op papier zijn minder helder dan op de iPad
Navigatie is key, laat de gebruikers niet verdwalen, neem ze bij de hand (anders missen ze de helft).
Testen, testen en nog eens testen
Niet alles wat technisch kan, moet in één nummer: beperk jezelf in creativiteit
Ontwikkel 0-nummer: tijd bijhouden, het duurt langer dan je denkt
Vergeet de workflow op de werkvloer niet!
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We proudly present…
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Demo: AutoWeek iPad app, edition 1
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VRAGEN???