layar january 29th webinar - get more out of interactive print
Post on 09-May-2015
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Webinar
Georgia DiaconescuInteractive Print Consultant
BEST PRACTICES WEBINAR
WELCOME TO LAYARBEST PRACTICES WEBINAR
KEY CHALLENGES
THE WORLD IS CHANGING....
Media consumption
Mobile commerce
Wearable devices
Instant & real-time information
24 uur reclame - Sanoma Lab
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
NOW WHAT?
Start with print.
broken user experiencewith print content
WE BELIEVEconnect the offline and online world...
... and give consumers & businesses
a meaningful experience
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
BEST PRACTICES WEBINAR
GETTING STARTED
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2
Campaign concept creation1
3
4
5
6
Prepare pages according to best practices
Create clear “How-to” instructions
Create a call-to-action
Create custom buttons
Finalize & publish the campaign
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CAMPAIGN CONCEPT CREATION1
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Georgia DiaconescuInteractive Print Consultant
In order to make a lasting impression on your readers, there are a few principles you need to keep in mind
when creating your campaign concept.
SO BEFORE DIVING IN ...
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The campaign should reflect and focus on your MAIN OBJECTIVES!
Always focus on the TARGET USER GROUP & keep in mind what they LIKE.
Focus on providing an OUTSTANDING USER EXPERIENCE.
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Keep a good balance between EDITORIAL and COMMERCIAL CONTENT.
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Keep a good balance between QUALITY and QUANTITY OF CONTENT.
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A few pages with really great, interactive digital content
dull, repetitive content on each page
DO
DON’T
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WHAT KIND OF DIGITAL CONTENT?
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RELEVANT Relevant content
for your target audience
INFORMATIVEOffer extra information
EXCLUSIVE Behind-the-scenes information
INTERACTIVE Present information in an entertaining way
ENTERTAINING Let people interact
with content
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INTERACTIVE PRINT CONCEPTS
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HIDDEN or INCOMPLETE REALITY
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REVEAL A SURPRISE TO YOUR READERS!
Actual Print What you see with Layar
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REVEAL A SURPRISE TO YOUR READERS!
Actual Print What you see with Layar
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Georgia DiaconescuInteractive Print Consultant
REVEAL A SECRET CHARACTER
Actual Print What you see with Layar
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Georgia DiaconescuInteractive Print Consultant
BUY PRODUCTS
Actual Print What you see with Layar
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SHOPPING EXPERIENCE
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SHOPPING BEHAVIOR
Research (IPSOS, Google) shows that smartphones lead to purchases across channels
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Workshop
Georgia DiaconescuInteractive Print Consultant
+
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Workshop
Georgia DiaconescuInteractive Print Consultant
DWELL AHALIFE
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Workshop
Georgia DiaconescuInteractive Print Consultant
DWELL AHALIFE
Actual PrintWhat you see with Layar
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ENABLE READERS TO BUY
What you see with Layar
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ENABLE READERS TO BUY
What you see with Layar
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INTERACTIVE ADVERTISEMENTS
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Workshop
Georgia DiaconescuInteractive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
BEST PRACTICES WEBINAR
Workshop
Georgia DiaconescuInteractive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
BEST PRACTICES WEBINAR
Workshop
Georgia DiaconescuInteractive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
BEST PRACTICES WEBINAR
Workshop
Georgia DiaconescuInteractive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
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CONTESTS, SWEEPSTAKES, QUIZZES
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Workshop
Georgia DiaconescuInteractive Print ConsultantActual Print What you see with Layar
CONTESTS
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CONTESTS
Actual Print What you see with Layar
CLICK & WIN!
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INTERACTIVE COVER PAGES
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Workshop
Georgia DiaconescuInteractive Print Consultant
COVER PAGES COME TO LIFE
Actual Print What you see with Layar
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INTERACTIVE COVER PAGES
Actual Print What you see with Layar
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INTERACTIVE COVER PAGES
Actual Print What you see with Layar
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ENGAGE READERS VIA SOCIAL MEDIA
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Workshop
Georgia DiaconescuInteractive Print Consultant
INTERACT VIA SOCIAL MEDIA
Actual Print What you see with Layar
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Workshop
Georgia DiaconescuInteractive Print Consultant
LOCATION RELEVANT CONTENT
Actual Print What you see with Layar
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Workshop
Georgia DiaconescuInteractive Print Consultant
PODCASTS & VIDEO LECTURES
Actual Print
What you see with Layar
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Workshop
Georgia DiaconescuInteractive Print Consultant
INTERACTIVE WORLD MAPS
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Workshop
Georgia DiaconescuInteractive Print Consultant
HOW-TO VIDEOS
Actual Print What you see with Layar
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Workshop
Georgia DiaconescuInteractive Print Consultant
ENRICH EDITORIALS
Actual Print
What you see with Layar
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PREPARING PAGES2
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PREPARING PAGES
• Flat surface (magazine page)• High resolution, low size page
(5MB)• Sufficient size & image detail• No borders or clutter • Avoid glossy paper
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THE PAGE SHOULD NOT CONTAIN
• Large portion of blank area• Mainly body text or only text• Graphics that look the same
in any orientation (circles,hexagons, etc.)• Graphics with patterns• Look too similar to other
pages in the same campaign
insufficient details similar images plain text
the same in any orientation pattern
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If you are not sure whether the pages are optimal for the Layar Creator ..
STEP 1 - Create a campaign in the Creator
STEP 2 - Upload the pages in the campaign (Layar will provide some initial feedback on Page quality)
STEP 3 - Place some dummy buttons on each page
STEP 4 - Scan each page to see if buttons are displayed correctly
DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!
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IMPORTANT!
TEST PAGES BEFORE PRINTING OUT THE FINAL PUBLICATION!
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HOW-TO INSTRUCTIONS3
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RESERVE SPACE for instructions, preferably one dedicated page.
EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What is Interactive Print ?
Make people curious about it & give them a reason to engage!
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INSTRUCT HOW TO DISCOVER DIGITAL CONTENT
• How should readers scan the page?• What should they look for? (Call-to-action)• Where on the page? (e.g.: upper corner)
Mention the app is available on Android and iPhone.
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• CLEAR STEPS
• CUSTOMIZE IT
• make sure it ATTRACTS ATTENTION.
• Place it RIGHT BEFORE the editorial content. Preferably on the right side.
HOW-TO INSTRUCTIONS
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Here are some other options you can consider :
HOW-TO INSTRUCTIONS
We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.
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CALL-TO-ACTION4
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LAYAR STYLEGUIDE
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• SPECIFIC about what type of content users can expect.
• Highlights the KEY MESSAGE revealed by the digital content, using VERBS *
*e.g.: Watch the trailer with Layar, Listen to XX with Layar, etc.
• VISIBLE & INFORMATIVE
LAYAR STYLEGUIDE
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• AVOID unclear calls-to-action like “View with Layar”; they will most likely not attract readers.
• Include a note on WHERE they can find the "How to use Layar” instructions.
• Place calls-to-action on EVERY SINGLE PAGE that contains digital content.
LAYAR STYLEGUIDE
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CALL-TO-ACTION EXAMPLES
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CALL-TO-ACTION EXAMPLES
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CALL-TO-ACTION POSITIONING
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CALL-TO-ACTION POSITIONING
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CUSTOM BUTTONS5
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CUSTOM BUTTONS
STANDARD BUTTONS CUSTOM BUTTONS
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CUSTOM BUTTONS
Actual Print What you see with Layar
For instance, a play icon for a video button image
Make use of the print content.
Button should clearly indicates what users can do.
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CUSTOM BUTTONS
Actual PrintCustom buttons with
semi-transparent background
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CUSTOM BUTTONS
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CUSTOM BUTTONS
Balancing digital content: EDITORIAL vs ADVERTISINGMore of an AESTHETIC CHOICE Place buttons where it makes the most sense!
Should look NATURAL in context with the print content
Better ON THE VISUALLY BUSY PART of the page and NOT on
blank spaces
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TEST & FINALIZE CAMPAIGN6
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TEST & FINALIZE CAMPAIGN
Thorough CAMPAIGN TESTING is critical. GREAT USER EXPERIENCE is THE key to success !
WHAT TO DO?
• Check both technical and aesthetic aspects.• Test your campaign as much as possible.• Check campaign with iPhone and Android devices.• Use the latest Layar App version.• Test your campaign using printed pages!
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TIP!
If possible, DO A TEST with a small group of colleagues, who were not involved in the project!
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HOW TO TEST?
DOUBLE CHECK THE QUALITY OF THE PAGES
• Are user instructions in your publication clear enough ?
• Are Interactive Print buttons placed at the right place ? • Are the buttons correctly displayed? • Does each button function correctly? Are links functional?• Do videos play as expected?• Does the campaign offer good user experience?
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RAISE AWARENESS!
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PRIOR COMMUNICATION
BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in
mind that you need to communicate to your readers the fact that your publication has been augmented with digital content.
RAISING READERS’ AWARENESS via PR, promotions, social media before hand makes a tremendous difference!
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MEASURE YOUR RESULTS
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STATISTICS OVERVIEW
The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour):
Campaign statisticsPage statisticsButton statistics
These numbers are also displayed on TIMELINES, to give you a better overview on the PEAK DAYS of your campaign, READING HABITS of your readers, as well as WHERE ARE THEY FROM.
Total page views Total interactions
Total unique users
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FIRST CAMPAIGN TIMELINE
Final decision on Print content
PRINT PRODUCTION
TIMELINE
Final version of the pages ready (go to the printer)
Createcampaign concept
Prepare campaign pages,
custom button designs
Create campaign & improve it based
on feedback
Test and finalize the campaign
Test & make final adjustments to
the print version
CAMPAIGNTIMELINE
1-2 weeks half week one week 3-5 days
Public distribution
one week
Gathering ideas for
Draft version of pages ready
Internal distribution
WEBINAR OVERVIEW
QUESTIONS
& ANSWERS
WEBINAR OVERVIEW
THANK YOU!
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