Learnsessie advanced 2016
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Transcript of Learnsessie advanced 2016
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LEARNSESSIE ADVANCED
#onlinemagazine
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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• In 2013 officiële oprichting Instant Magazine
met Joost Galama
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INMIDDELS
450+
klanten
5500+ magazines
gepubliceerd
12landen
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RESPONSIVE MAGAZINES
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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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DIRECTE CONVERSIE
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WELK DOEL HEEFT JOUW UITGAVE?
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HET BEGINT MET EEN DOELInformatie geven is geen doel op zich!
• Sales• Leadgeneratie• Inkomsten uit magazine genereren • Branding• Service• Gedrag stimuleren• Data verzamelen
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EEN PAAR VOORBEELDEN
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COPY
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COPY
• Sterke koppen, korte alinea’s• De lezer direct aanspreken• Beeld tekstverhouding 70/30• Gebruik opsommingstekens• Buttons in plaats van links• Horizontaal primaire content, verticaal de
verdieping• Eventueel mobile voorzien van `Lees verder’
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COPY• Creëer content chunks (gelaagd)• A/B testing op content• Varieer in templates en content types• Redactionele formule; vergelijk edities• Geef de verwachte leestijd aan
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TIPS VOOR REDACTIEVERGADERING
• Betrek fotograaf en creatief in de redactievergadering• Neem de statistieken van een voorgaande
uitgave mee• Bedenk tijdens de redactievergadering
welke templates ingezet kunnen worden
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RESPONSIVE FOTOGRAFIE
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ONE SIZE FITS ALL
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TIPS VOOR RESPONSIVE FOTOGRAFIE• Zorg voor voldoende vlees om de foto• Meest voorkomende formaat is landscape• Maak eventueel een staande variant voor mobile• Technische specs:
1400 x 900 pixels72 DPIStreef naar max 150 kb
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FOTOGRAFIE IN INSTANT MAGAZINE
• Maak gebruik van een mobile variant
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• Lock het belangrijkste element op een foto
FOTOGRAFIE IN INSTANT MAGAZINE
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NEW TEMPLATES
• Documentairy• Stackable cover• Index cover• 6 column template
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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 / intranet• Banners / online marketing
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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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DISTRIBUTIE: SOCIAL• Post een aankondiging• Deel een magazine circa 4x• Reageer met pagina’s op vragen• Deel het best gelezen artikel• Retarget op audience
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STATISTIEKEN
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INTERESSANTE STATISTIEKEN
• Gemiddeld aantal pagina’s• Gemiddelde bezoekduur• Aantal terugkerende bezoekers• Desktop users• Tablet users• Smartphone users• Bounce percentage
1000:03:4729%54%16%30%5,83%
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MOBILE VS DESKTOP
Soort gebruiker• Desktop users• Tablet users• Smartphone users
%54%16%30%
# pag10,86108,20
Tijd4:273:482:33
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TIPS STATISTIEKEN
• Definieer heldere doelstellingen, bijv:• Creëer duidelijke conversiepunten• Categoriseer je content en vergelijk edities• Maak automatische rapportages aan• Meet niet te veel (bijv max 6 rapportages)
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BELANGRIJKSTE RAPPORTAGES
• Aantal bezoekers• Inhoud (paginaduur, exits)• Break-down funnel paginaweergaven• Engagement • Conversies• Outbound links• Bezoekduur• Events
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EVENTS
• Outbound • Scrolldiepte• Social shares• Video play/pause• Forms• Etc
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SEGMENTEN
Meet specifieke pagina’s met segmenten
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ADVANCED
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PERSONALISATIE• Persoonlijke content in magazine• Externe content in magazine• Pagina’s uitsluiten op basis van ontvanger
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UITLEG PERSONALISATIE
• Ga naar Tab ‘Advanced’ en vink ‘Use personalization’ aan
• Plaats de personalisatie variabele in het magazine. 2 opties:• Zonder alternatief
{{name}}• Met alternatief
{{#name}}Beste {{name}}{{/name}}{{^name}}Welkom{{/name}}
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WHITEPAPER• Form voor toegang tot magazine• Integratie met Linkedin & FB• Data user wordt opgeslagen
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INTEGRATIE DOUBLECLICK• Banners op basis van tagging• Diverse bannercollecties kunnen aangemaakt worden• A/B testing vanuit Doubleclick• Resultaten in Doubleclick
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RE-MARKETING• Re-target audience vanuit magazine naar site• Re-target audience met een online magazine• Re-target bestaande users met volgende issue
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DEVELOPMENT ROADMAP
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DEVELOPMENT ROADMAP
• WYSIWYG• Floating navigation• Nieuwe templates• Zelf te besturen animaties• Integratie e-mail tool• CRM integratie• Profiling
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VRAGEN?!
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BEELD CREDITS
• Responsive fotografie: A list apart• Shopping cart: Michael Maher Photography• Magazine voorbeelden van Code Magazine, Frizzee, Mediapartners Group,
RAADHUIS.com, Volvo, UMC Utrecht, PWC, KPMG, Zuurstof, Vacance Select, Xtra Digital Agency
• Plantzaadje: AG report 365• Telraam: Beyondprofit• Typemachine:: publishingdashboard.blogspot.nl • Cheat sheet: Wikipedia