learning session instant magazine
TRANSCRIPT
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LEARNING SESSION
February 18th#onlinemagazine
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AGENDA• Introduction into responsive publishing• How to write content• Tips for responsive photography• Demo of the editor• How to distribute a digital magazine• Learn from the analytics
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INTRO• Daan Reijnders, founder• 2008: started creating digital magazines• 2012: started developing Instant Magazine• 2013: launch Instant Magazine • 2016: opening office in London
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BY NOW
420
Clients
2500+ Published magazines
12Countries
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RESPONSIVE MAGAZINES
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RICH EXPERIENCE
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FULLSCREEN IMAGES
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ANIMATIONS
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(FULLSCREEN) VIDEO
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DIRECT CONVERSION
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SOME EXAMPLES
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PRIMARY APPLICATIONS• Customer magazine• Staff magazine• Annual report• Corporate / productbrochure• Event review• Campaign site / marketing magazine• Report• Newsletter
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COPY
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COPY
• Strong titles, shorter paragraphs• Write directly towards the reader• Image/text balance 70/30• Use bulletpoints• Use buttons instead of text links• Horizontally the primary content, scroll
down for in depth content
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COPY• From text to content > images, text, video,
infographics• Create content chunks (layered)• Make sure that paragraphs can be read individually• Trial & error; which content is most engaging?• Create the right rhythm (content types and templates)
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RESPONSIVE PHOTOGRAPHY
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ONE SIZE FITS ALL
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TIPS FOR RESPONSIVE PHOTOGRAPHY
• Make sure you can crop the photo• Most common format is landscape• Create a portrait version for mobile• Technical specs:
1400 x 900 pixels72 DPICompress to max 150 kb
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PHOTOGRAPHY IN INSTANT MAGAZINE
• Use a different version on mobile
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• Lock the most important element
FOTOGRAFIE IN INSTANT MAGAZINE
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TOOLS FOR PHOTOGRAPHY
• Compressnow.com• Pixlr.com/editor• Fotor.com• Snapseed
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DISTRIBUTION
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HOW TO DISTRIBUTE YOUR ONLINE MAGAZINE?
• E-mail marketing• Social media• Traffic from print• Your website / intranet• Banners / online marketing
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DISTRIBUTIE: E-MAIL
• Use an attractive subject line• Personalize • Use multiple elements that refer to your
magazine• Use highlights that refer directly to specific pages• Optimize for mobile• Resend to `non-opens` after one week
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DISTRIBUTION: SOCIALMultiple posts:
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TIPS DISTRIBUTION• Place a link in your e-mail signature• Send your latest magazine to new subscribers (auto responder)• Place a button or banner on your website or intranet• Put a QR-code or quicklink on your brochure or businesscard• Integrate with printmedia• Embed a subscription form in your magazine
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ANALYTICS
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SOME BENCHMARKS
• Average amount of pagevisits• Average visiting time• Returning visitors• Desktop users• Tablet users• Smartphone users• Bounce percentage
1100:03:4729%54%16%30%5,83%
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MOBILE VS DESKTOP
Type of user• Desktop users• Tablet users• Smartphone users
%54%16%30%
# pag10,86108,20
Time4:273:482:33
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TIPS
• Define clear targets• Categorize content and compare issues• Create automated reports• Use UTM codes
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MOST IMPORTANT REPORTS
• Number of visitors• Pages (page visit duration, exits)• Break-down funnel pages• Conversions (goals)• Outbound links• Total visit time (engagement)• Scroll depth (longreads)
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EVENT TRACKING
• Outbound links• Social shares• Completed forms• Scroll depth• Video play/pauze• Gestures
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FUN STATS
• 34 different browsers• 1197 different screen resolutions• Browsers:
Safari: 32% Internet Explorer: 25% Chrome: 23% Firefox: 7% Blackberry 0,10%
• visitors from 152 countries • 640 different mobile devices
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WHAT YOU SHOULD KNOW
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WHAT YOU SHOULD KNOW
• Determine the role of the digital magazine in your communications strategy
• Invest in qualitative content• The ideal amount of pages: 8 - 12• Build on your e-mail subscription database
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ANY QUESTIONS?