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The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma.

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Presentation on theme: "The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma."— Presentation transcript:

1 The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma

2 We are the leading Dutch Media Powerhouse 70+ consumer magazines 100+ websites 70+ apps (smartphone and tablet) customer media e-commerce 5 leading consumer events 3 FTA TV channels reaching almost entire Dutch population 13 + Dutch net sales media 2012 circa € 800m # 1 in magazines # 2 in digital # 3 in TV

3 Content 1.Transformation: what and why 2.Strategy 3.Sanoma examples 4.Wrap up Sanoma’s Transformation Journey

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5 1. Technology Things change outside Magazines squeezed 2. Consumption 3. Competition 90%

6 Make magazine content screen based Source: Google 2012

7 Media consumption changing Mags consumption small and declining Index (2006=100) 2012, NL

8 Shift from Paid to Owned and Earned Media BAUMGARTNER STRATOS FACTS 1) 16 mio viewers in 24h 2) 50% of global trending topics 3) In 40sec > 216K likes, 29K shares, 10K comments SECRET: Liquid content

9 Consumers pay for digital content

10 Content 1.Transformation: what and why 2.Strategy 3.Sanoma examples 4.Wrap up Sanoma’s Transformation Journey

11 Magazine brands Sanoma’s strategy New brands/ markets Defend & grow •Defending the base •360°s •Digitalize production, marketing and delivery Expand & grow •Digital pure plays •Different ad models next to display •E-commerce •Television

12 The ‘three-tier content business model’: differentiate brand proposition for users, fans and vips FANS (social) USERS (mass) VIPS (personal) ARPU REACH Commerce Free content Permission- based & paid products (Fantastic) subscription services Low involvement High involvement Content business model

13 Content 1.Transformation: what and why 2.Strategy 3.Sanoma examples 4.Wrap up Sanoma’s Transformation Journey

14 DIGITAL Online, Social, Smartphone, Tablet AUDIOVISUAL Video, TV, Radio PRINT EVENTS AutoWeek omnipresence SERVICES

15 Go for channel dominance #1 in inspiration+ #1 in information+ #1 trade platform+ = #1 automotive platform

16 Follow the money Inspiration Information Transaction Instant creative advice and tools Leading event including workshops New Stock Risk management Delivery Business models + + magazines digital, experiencese-Commerce

17 Brand shops: 1 brand, many products Shops based on article (with many brands) More buy than make

18 Set up digital distribution: Tijdschrift.nl

19 From Rate base to Subscription base Next steps Subscription models • Bundling • Activate • AYCR • Ecommerce

20 More outlets + improve user experience

21 •Powerful search engine •Aggregate: from print to web, from photos to videos •Digital content directly available for reuse on whatever platform •No content tagging: recognition •Friendly user interface Create Content Content Library Distribute Content Archive Content Reuse Content Create Content Library

22 The editorial interface Search through all available content of Sanoma Media: print and web (video in the next phase). Results aggregate print and online content, as shown here. Generic search results Advanced search results Reuse is easy

23 Concentrate on themes, not titles Pick your style Buy access Make magazine

24 Article app to increase ARPU Sanoma and Mobile operator

25 Get your act together • Rights • Archive • Skills • Mindset Transformation Challenges

26 Ben jij al Future proof? HEB JIJ… 1.wel eens een digitale editie gekocht? 2.gepubliceerd op je eigen site? 3.commentaar op je site teruggelezen en erop gereageerd? 4.een tweet geplaatst? 5.een post geplaatst op de Facebook wall van een merk? 6.een blog opgezet en de conversatie gestart? 7.een Tumblr account geopend en posts van anderen doorgezet? 8.uitgezocht hoe je een feed opzet om je favoriete blogs te lezen? (bloglovin’) 9.uitgezocht hoe je social sharing modules gebruikt op 3rd party sites? 10.een Instagram account in gebruik?

27 Redacteur anno 2013

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29 Social marketing: Grazia fashion train

30 Measuring social media impact

31 Content 1.Transformation: what and why 2.Strategy 3.Sanoma examples 4.Wrap up Sanoma’s Transformation Journey

32 Foster key brands + Transform

33 Biggest challenge for our industry Reading magazines (content) on tablets

34 Print Digital From Print Publisher to Full Service Media House Defend and Grow Expand and Grow Sanoma’s Transformation Journey

35 @HenkScheenstra Thank you


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