driving engagement and value: roundtable 2014 laura inman
DESCRIPTION
Laura Inman's presentation as part of the Advanced Strategies in Audience Monetization panel at The 2014 ROUNDTABLE.TRANSCRIPT
![Page 1: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/1.jpg)
![Page 2: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/2.jpg)
DRIVING ENGAGEMENT & VALUE
Laura Inman, Director of Audience, The Atlanta Journal-Constitution Engagement Group Lead CMG
![Page 3: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/3.jpg)
More Data Viz &
Interactives Creating Value
New Products &
Content Features
Digital Adoption
Subscription Flow:
Print & Digital
Increase Content
Reliance & Value
Increased Relevance
& Frequency
Communicating
Value
Integrated Channel
Messaging
Renewal: Drive Rate
Yield
Transparent
Style & Tone
![Page 4: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/4.jpg)
2X
Retention among registered subs
nearly doubles when compared to
non-registered subs.
170 day period
![Page 5: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/5.jpg)
Retention among registered users- All Markets
![Page 6: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/6.jpg)
Where We Stand
Week ending 8/18/14 % Registered % Actively Engaged
Atlanta Journal-Constitution 51.0% 24.7%
Austin American-Statesman 56.7% 29.5%
Dayton Daily News 38.9% 17.1%
The Palm Beach Post 35.5% 15.3%
The goal for 2014 is to be at 60% of subscribers registered for
digital access and 30% actively engaging with the paid products.
![Page 7: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/7.jpg)
![Page 8: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/8.jpg)
![Page 9: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/9.jpg)
Been Introduced
Anonymous digital
footprint
Acquaintance
Observed behaviors &
subscription relationship
Friendly
Known via transactions,
registration, social sign on
Relationship
Identity sync’d across platforms
Consumer Data Footprint
![Page 10: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/10.jpg)
Capitalizing on Data
Joint
Marketing
MAAX
ijento
Site
Catalyst
Enterprise Information Management
DTI Strong
View Janrain MG2
DFP
Consumer Insights
Nielsen
Prizm
EIM
![Page 11: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/11.jpg)
New Subscriber Onboarding – Live 6/24
![Page 12: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/12.jpg)
![Page 13: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/13.jpg)
Introduction of the Afternoon Email 7/1/14
![Page 14: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/14.jpg)
New Content and Bonus Coverage – Live 7/21
![Page 15: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/15.jpg)
![Page 16: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/16.jpg)
Creating Subscriber Experiences- 1864 in 3D
![Page 17: Driving Engagement and Value: Roundtable 2014 Laura Inman](https://reader033.vdocuments.us/reader033/viewer/2022051013/5485603fb47959e20c8b4e2c/html5/thumbnails/17.jpg)
2015 Optimize Email
Mine Social Referral & Advocacy
Create Engagement Experiences
Leverage Events
Build Content Recommendation Platform & Strategy
Engagement Momentum