The document discusses strategies for audience management and monetization. It addresses identifying passionate and event-triggered communities, creating engaging multi-platform experiences, and understanding audience aspirations in order to deliver relevant content and surpass expectations. The goal is to establish profitable relationships through advocacy and loyalty by empowering audiences.
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Audience Management and Monetization Strategy
1. Audience
Management
and
Mone/za/on
Strategy
How
to
become
the
engagement
engine
in
your
market
By
Rafael
Bonnelly
Ricart
CEO
clicLogix
Americas
inc.
July
2014
2. Copyright
2014
Rafael
Bonnelly
Ricart
Audiences
&
Mone/za/on
Trends
Mobile
SmartTV
Tablets
Web
Print
Media
have
great
audience
growth
opportuni/es
in
digital
plaPorms
Premium
Audience
Contextual
RTB/Programa/c
+10
Digital
adver/sing
is
being
automated
and
highly
segmented
Na/onal
65%
Interna/onal
35%
Interna/onal
audiences
also
represent
strong
growth
poten/al
New
business
models
evolving
around
audience
engagement
and
loyalty
Average
foreign
audience
in
La/n
American
media
companies
3. Copyright
2014
Rafael
Bonnelly
Ricart
The
LatAm
Digital
Ad
Market
Publishers
are
star/ng
to
see
decline
in
their
print
businesses
and
are
now
paying
serious
aYen/on
to
digital
publishing
and
digital
businesses.
An
Audience
Management
and
Mone/za/on
Strategy
is
a
cri/cal
need
in
all
media
companies.
Large
Unsold
Inventories
in
Media
Highest
Growth
Internet
Market
Low
eCPM’s,
No
Segmenta/on
Digital
Ad
Sales
Growing
4. Copyright
2014
Rafael
Bonnelly
Ricart
How
much
is
your
audience
worth?
Total
Monthly
Visits
(Visits)
Monthly
unique
users
(MUU)
Registered
MUUs
PV’s
per
visit
Ra/o
of
MUUs/RMUUs
Digital
Revenues
Average
Revenue
per
User
(ARPU)
f
01
Unknown
user
=
1x
01
Registered
user
=
3x
Its
very
hard
to
establish,
but,
we
do
know
that…
An
unknown
user
is
hard
to
mone/ze,
but
a
registered
user
can
yield
lots
of
value
KPI’s
5. Copyright
2014
Rafael
Bonnelly
Ricart
Enabling
the
rela/onship
economy
People
Iden/fy
and
serve
the
passion
and
trigger
driven
communi/es
Experiences
Mul/media,
mul/plaPorm,
entertaining,
engaging
Aspira/ons
Know
what
consumers
want
and
surpass
their
expecta/ons
Profitability
Create
a
profitable
ecosystem
and
remunerate
advocacy
&
loyalty
Loyalty
Establish
a
rela/onship
of
mutual
trust
and
joint
value
crea/on
Advocacy
Empower
your
audiences
to
engage
and
influence
issues
that
maYer
to
them
6. Copyright
2014
Rafael
Bonnelly
Ricart
People
Iden/fy
and
serve
event
triggered
and
passion
driven
communi/es
Passion
Driven:
Internally
driven,
move
between
passion
levels
with
permanent
communi/es
and
stable
memberships.
Event
Triggered:
Externally
and
internally
driven
by
lifestyle
changes
or
specific
events.
Members
tend
to
be
more
temporary.
What
to
do:
Choose
your
baYles
and
iden/fy
your
target
communi/es
and
their
leaders.
What
to
do:
Serve
the
community
with
archival
and
curated
content
to
sa/sfy
the
need
to
be
informed.
Enable
engagement
via
advocacy.
Event
Triggered
commnity
On
a
mission
Looking
for
exper/se
Want
to
engage
How
to
do
it:
• Keep
the
content
fresh
• Involve
membership
• Crowdsource
• Crowdfund
• Innovate
• Make
it
fun
and
interes/ng
How
to
do
it:
• Coordinate
content
effort
with
event
/meline
• Mine
archives
for
easily
accessible
content
• Curate
and
aggregate
event
related
content
• Understand
the
community
lifecycle
&
support
it
7. Copyright
2014
Rafael
Bonnelly
Ricart
Experiences
Create
mul/media,
mul/plaPorm,
contextual,
entertaining,
engaging
experiences
Mul/media:
The
type
of
produc/on
used
to
tell
a
story
(text,
audio,
photos,
video,
graphics,
applica/ons)
Mul/plaPorm:
The
contents
des/na/on
(web
browser,
mobile,
print,
tablet,
social
media,
smartTVs,
outdoor…)
each
one
of
them
demands
different
forms
of
storytelling
Contextual:
Well
supported
stories
with
archival
and
3rd
party
content
cura/on
and
aggrega/on
that
enhances
the
user
experience
and
sa/sfies
the
need
for
informa/on.
Entertaining:
Life
is
hard
enough,
make
it
easier
for
your
audience,
by
mixing
short
and
long
form
content
that
informs
and
entertains.
Engaging:
Understand
the
needs
of
your
audience
using
Maslow’s
Hierarchy
of
Needs
and
empower
their
fulfillment
by
providing
constant
interac/on
opportuni/es
and
encouraging
par/cipa/on
through
rewards.
Wikipedia:
Maslow's
hierarchy
of
needs
is
a
theory
in
psychology
proposed
by
Abraham
Maslow
in
his
1943
paper
"A
Theory
of
Human
Mo/va/on"
in
Psychological
Review.
8. Copyright
2014
Rafael
Bonnelly
Ricart
Aspira/ons
Know
what
consumers
want
and
surpass
their
expecta/ons
Understand
your
audience:
Through
the
analysis
of
First
Party
Data
publishers
can
understand
the
trends
and
interests
of
their
audiences
to
create
marketable
segments.
Predic've
analy'cs
Well
described
&
segmented
audiences
Big
Data
Hub
Your
content
Your
audiences
(unknown)
Your
audiences
(known)
Use
your
knowledge:
Deliver
relevant
and
/mely
content
to
every
user
on
every
visit,
to
enhance
your
editorial
and
commercial
offerings.
Personalize
the
experience:
Establish
relevancy
of
your
users
interest
and
automa/cally
personalize
every
experience
with
your
content.
Deliver
value
to
everyone:
Predict
with
high
level
of
accuracy
what
stage
in
the
buying
process
each
user
is
on
your
network,
and
offer
value
to
both
users
and
adver/sers
by
making
the
right
connec/on
at
the
right
/me.
Awareness
Considera/on
Purchase
Advocacy
9. Copyright
2014
Rafael
Bonnelly
Ricart
Advocacy
Empower
your
audiences
to
engage
and
influence
issues
that
maYer
to
them
Understand
their
mission:
Diagnose
the
challenge
faced
by
the
community
you
are
addressing.
Define
how
you
can
help
with
the
challenge.
Engage
the
community:
Offer
the
possibility
to
influence
through
crowdsourcing
and
crowdfunding
challenges
that
impact
public
opinion
and
help
achieve
the
community’s
goals.
Were
do
communi/es
live?
The
social
networks
are
many,
and
they
serve
different
communi/es.
Find
your
communi/es
were
they
live,
and
join
them.
Recognize
leadership:
Iden/fy
and
recognize
the
thought
leaders
on
your
network,
and
empower
them
to
help
them
achieve
their
goals
and
become
your
loyal
advocates.
10. Copyright
2014
Rafael
Bonnelly
Ricart
Loyalty
Establish
a
rela/onship
of
mutual
trust
and
joint
value
crea/on
Establish
the
terms
of
your
rela/onship:
We
want
to
know
our
users
so
we
can
serve
them
beYer,
thus
we
need
informa/on
in
order
to
provide
them
with
the
best
possible
service.
Tell
your
users
you
need
this
informa/on
and
promise
to
use
it
only
to
provide
them
more
value.
Lets
users
manage
their
informa/on:
Give
users
complete
control
over
their
informa/on,
and
how
much
or
liYle
they
share
with
you
and
any
third
party
at
any
given
/me.
Assign
a
value
to
informa/on:
Buy
the
informa/on
from
your
users,
by
rewarding
them,
through
different
loyalty
schemes,
in
order
to
keep
your
informa/on
fresh.
Manage
a
profitable
ecosystem:
Since
informa/on
has
value
for
you
and
for
everyone
else
in
the
ecosystem,
empower
all
par/cipants
and
generate
profitable
rela/onships.
11. Copyright
2014
Rafael
Bonnelly
Ricart
Profitability
Create
a
profitable
ecosystem
and
remunerate
advocacy
and
loyalty
Broaden
your
rewards
program:
Publishers
have
loyalty
programs
for
their
print
subscribers,
which
now
need
to
be
extended
and
enhanced
to
accommodate
an
online
and
mul/na/onal
audience.
Leverage
current
rela/onships:
Offer
real
value
to
your
users
and
adver/sers,
by
making
connec/ons
through
rewards
programs
that
can
be
exchanged
for
goods
and
services
provided
by
your
adver/sers.
Unleash
your
Audience:
Make
sure
every
interac/on
is
an
opportunity
for
an
user
to
become
an
Advocate,
and
use
social
media
to
get
the
word
out
of
your
own
network.
Create
flexible
pricing
plans:
Provide
your
users
with
the
right
product
at
the
right
/me
and
the
right
price
and
reward
loyalty
and
long
term
commitments.
12. Copyright
2014
Rafael
Bonnelly
Ricart
The
Audience
Management
and
Mone/za/on
Toolbox
People
Experiences
Aspira/ons
Advocacy
Loyalty
Profitability
Content
Management
Systems
(CMS)
Digital
Rights
Management
(DRM)
Graphics
&
Design
Applica/ons
Video
Edi/ng
&
Encoding
Content
Distribu/on
Networks
(CDN)
Mobile
Apps
Dev.
Audience
Data
Management
PlaPorms
(ADMP)
Social
Media
Management
&
Metrics
(SMM)
Search
Engine
Op/miza/on
(SEO)
Search
Engine
Marke/ng
(SEM)
User
Panel
Browser
extensions
Open
Innova/on
Technologies
Surveys
Advocacy
campaigns
Content
Management
Systems
(CMS)
Digital
Rights
Management
(DRM)
Influencer
engines
Customer
Rela/onship
Management
(CRM)
Loyalty
plaPorms
SignWalls
Single
SignOn
User
panels
Paywalls
AdServers
Ecommerce
plaPorms
Payment
Solu/ons
Video
AdServers
Mobile
AdServer
Supply-‐Side
PlaPorms
Email
Mkts
PlaPorms
Call
Center
13. Copyright
2014
Rafael
Bonnelly
Ricart
Transforming
Publishers
into
Technology
Driven
Services
Businesses
info@cliclogix.com
Tel.
+1.786.352.8300
www.cliclogix.com