The Membership promise What content and tech did next John O’Donovan @jodbod
The Membership Promise: What Content & Tech Did Next @ DPS Europe, 2/6/15
Jul 16, 2015
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The Membership promiseWhat content and tech did next
John O’Donovan @jodbod
What’s so good about Membership?
A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Print circ
A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q12014
Q22014
Print circ
Digital subs
A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q12014
Q22014
Print circ
Digital subs
Now over 700,000 subscribers
Digital Subs are 2/3 of the total
A more stable commercial model
Mobile drives 50% of traffic, 20% of subs
But analyse your stats…different stories emerge…
We quickly came to realise that actually, the real
power of the subscription relationship …comes
from the data
John Ridding, CEO, Financial Times
Learning to listen…
Mature + successful
data driven CRM
programme
Optimisation embedded
across digital business
Measure cross-
platform effectivenessShapes our strategy
Powers on and off-site marketing
Provides insight into customer
content preferences
Channel 4 just asked nicely…
10 million unique registered viewers
Half of all 16-24 year olds in the UK
Data-driven targeted ads have
grown Channel 4’s digital revenues
Membership is great – but now what?
Make your services more valuable
Extensive A/B Testing…
Support goals with data…
Subscription optimisation
Registration optimisation
Results…
Recommendations
Contextual Similarity
Contextual Similarity
Behaviour
Context
Make your advertising more valuable
Firstly…
It’s about time…
It’s about time…
It’s about time…
It’s about time…
It’s about time…
Which leads to cost per hour…
High value advertising
Membership keeps people in, bots out
Focus and target
Make your platforms more valuable
Platforms…
Universal Publishing DataMembership
APIs
ProductsUniversal Publishing is our strategy…
…to be everywhere we want to be
The Platform Curve
Fea
ture
s
Platform Investment
If you don’t spend enough resource on
platforms then you are not going to survive
And you need to spend more than you are…
And platforms keep changing…
And platforms keep changing…
All of which makes your content more valuable
Engagement…
Your audience is more engaged
And you can monetize better
With better platforms to expand
Which will make you happy…
John O’Donovan
@jodbod
www.ft.com
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