from Pages to PeopleAdriaan Bloem, Senior Manager Online Platforms!

MBC Group

1. Introduction

working in online for ~20 years

from The Netherlands

moved to Dubai

Dubai is known for tall buildings

and of course, we can ski in the desert

2. Pagesthe Curious Case of the Tipping Penguins

none of this is true.“The Tipping Point” is not about penguins. Also,…

3. Pages to Platformsthe tools from funnel to journey

not so clean-cut…

• Amount of tools/systems/platforms!

• Amount of integration points!

• Risk of loss of coherence!

• It’s hard to keep making sense of it

4. Peopleknowing them, liking them, and having them like you back

"I#work#hard#to#stay#ahead#of#the#crowd.#I#am#always#reading#new#ar/cles,#watching#TV#shows#and#seeing#what#people#say#online.#My#phone#and#my#computer#are#two#things#I#can't#live#without."

*"Lou'ai"comes"to"the"site"to"get"programme"specific"content"and"to"access"the"

catch"up"service.

*"To"be"able"to"access"content"any-me"and"anywhere"and"for"the"experience"to"be"

consistent"across"different"plaUorms.

*"To"see"what"the"latest"shows"are"on"catch"up"TV.

*"To"share"any"interes-ng"content"finds"with"friends"via"his"social"networks.

*"Feel"like"the"site"has"a"lot"of"interes-ng"content"and"features"that"he"wants"to"

engage"with"and"share"with"his"friends.

*"To"be"able"to"find"what"he"is"looking"for"quickly.

*"To"feel"like"MBC"is"a"reliable"and"well"designed"site"that"provides"a"great"

experience"on"both"mobile"and"desktop.

Lou'ai,&26,&Post&Graduate&StudentLou'ai"is"a"selfFconfessed"tech"geek."He"never"goes"

anywhere"without"his"smartphone"and"is"permanently"

affixed"to"his"laptop"when"at"home."He"surfs"constantly"and"

shares"anything"cool"with"his"friends"on"social"networking"

sites."It"could"be"anything"from"a"funny"story"to"an"ar-cle"

about"cars."Whatever"the"case"he"likes"to"be"the"one"

sharing"it"first."He"likes"that"feeling"of"kudos.

MBC.net"is"a"site"that"he"visits"regularly."He"loves"the"catch"

up"service"which"is"accesses"on"his"laptop"F"it's"great"for"lazy"

days"in."He"and"his"friends"also"get"quite"involved"in"the"

talent"shows,"avidly"watching"each"week,"looking"up"the"

contestants"and"following"the"ac-on"on"Facebook"and"

TwiMer"on"their"mobile"devices.

*"A"heavy"mobile"user"who"expects"websites"to"be"

accessible"and"usable"on"this"device.

*"Intolerant"of"badly"designed"sites.

*"A"procras-nator"by"nature"F"he"is"easily"persuaded"

to"stay"online"for"longer,"provided"that"the"content"

he"likes"is"there."

*"Socially"ac-ve,"both"on"and"offline,"and"a"keen"

sharer"on"Facebook"and"TwiMer."

*"EntertainmentFcontent"led"as"opposed"to"news"

story"led."

Most important sources Other sources used

Low High

VOD/catch&up&

TV&grid/schedule

Social&sharing

Gaming

Website on

laptop

Digital

Social networking

sites

TV promotion

Digital

Real world

Lou-ai

Motivation...

Experience goals...

We want him to...

Attitudes towards site features...Characteristics... Touchpoints/Influencers...

Influencers...Touchpoints...

Lou'ai The"TrendseMer

Friends

Other websites linking to

mbc

CompeEEons

News&content

Lifestyle&content

Online&shopping

Mobile device

Disclaimer: IANALI am not a layer, but…

Go with the Flow

There isn’t one simple solution you can buy to magically fix this for you.

Questions?@adriaanbloem!

adriaan.bloem@mbc.net