The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma.

The Transformation JourneyBladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma

We are the leading

Dutch Media Powerhouse

70+ consumer magazines

100+ websites

70+ apps (smartphone and tablet)

customer media

e-commerce

5 leading consumer events

3 FTA TV channels

reaching almost entire Dutch population 13 +

Dutch net sales

media

2012 circa € 800m

# 1 in magazines

# 2 in digital

# 3 in TV

Content

1.Transformation: what and why

2.Strategy

3.Sanoma examples

4.Wrap up

Sanoma’s Transformation Journey


http://www.google.nl/url?sa=i&rct=j&q=mini+ipad+hd&source=images&cd=&cad=rja&docid=N_5dc77-VhKDYM&tbnid=UwaOOvyo1rT2IM:&ved=0CAUQjRw&url=http://www.istockanalyst.com/business/news/6103702/apple-introduces-ipad-mini&ei=9F84UazYHsbE0QXZwYCICA&bvm=bv.43287494,d.ZWU&psig=AFQjCNEIH_7ctTmvv2RJLvopV3o-HzdCqQ&ust=1362735409400393

http://www.google.nl/url?sa=i&rct=j&q=samsung+galaxy+smartphone&source=images&cd=&cad=rja&docid=GlcmzFD1cAcdaM&tbnid=fxgTxeU6FMicLM:&ved=0CAUQjRw&url=http://www.designboom.com/weblog/cat/16/view/23346/samsung-galaxy-note-ii-smartphone.html&ei=UmM4UcTtIMKb0QX_6IDACA&bvm=bv.43287494,d.ZWU&psig=AFQjCNGPAXUbmoX6YThNgngQOWuxJ3DyTQ&ust=1362736299048071

http://www.google.nl/url?sa=i&rct=j&q=laptop+hd&source=images&cd=&cad=rja&docid=eCHgYti1HxFe5M&tbnid=w2WVlO3327NhtM:&ved=0CAUQjRw&url=http://www.minilaptops.org/new-acer-aspire-5742-laptop-hd-display-core-i3-or-i5.html&ei=DmE4UfHoEcOd0QXKz4D4Bw&bvm=bv.43287494,d.ZWU&psig=AFQjCNFfX-0zbtYc7buHGpOHKci27ewxkw&ust=1362735719531750

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Y39GXHqV3R6DqM&tbnid=9VYEIJiUA-xrDM:&ved=0CAUQjRw&url=http://odins-gift.com/wichtig/links.htm&ei=aAwaUaufJYuq0AXwyoBI&bvm=bv.42261806,d.d2k&psig=AFQjCNGKAaXO00Dv2XlSQN5C5ViC-5g8og&ust=1360747994356563

http://www.google.nl/url?sa=i&rct=j&q=tv&source=images&cd=&cad=rja&docid=afRcoVIB6suMnM&tbnid=vGRiDBchcou6wM:&ved=0CAUQjRw&url=http://softtonix.net/hamobuy/product/product-details.php?webPageName=samsung-ua60d8000yr-46-full-hd-led-tv-1&ei=PRqKUYaHNcqd0AWU6YCYBQ&bvm=bv.46226182,d.d2k&psig=AFQjCNGpbGr6x7Uibjcxo9wa7cEmMT222g&ust=1368091536619827

http://www.google.nl/url?sa=i&rct=j&q=event+icon&source=images&cd=&cad=rja&docid=2vdUI6_r6DTICM&tbnid=NCkuHc7pHcTIGM:&ved=0CAUQjRw&url=http://www.oise.utoronto.ca/oise/Home/Events/&ei=WRuKUYGXMs6M0wXEyIDQDQ&psig=AFQjCNEkE6fJqxw9MYFONBdyA3Z--eQdAA&ust=1368091813499855

1. Technology

Things change outside

Magazines squeezed2. Consumption

3. Competition

90%

Make magazine content screen based

Source: Google 2012

Media consumption changing

Mags consumption small and declining

Index 230 50100

(2006=100)

2012, NL

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2cf1JEZr__-UdM&tbnid=spcH7WI2V8mBhM:&ved=0CAUQjRw&url=http://www.colcomp.nl/cms/internet-storingen&ei=OAoaUauPIoaX0QW-iYHoCQ&bvm=bv.42261806,d.d2k&psig=AFQjCNFmDbRoL-rNHRFAZK63qTAIwuoEFA&ust=1360747034323332

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zDsmRdqG4KLRWM&tbnid=lPoIMjidGIC91M:&ved=0CAUQjRw&url=http://www.did.ie/22-blue-diamond-led-combi-tv-bd22ledvs&ei=BwsaUa60Nc2M0wXkhoGwDA&bvm=bv.42261806,d.d2k&psig=AFQjCNE8agnDHvoq_iM-pv4HVTmGiG0yag&ust=1360747616516873

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Y39GXHqV3R6DqM&tbnid=9VYEIJiUA-xrDM:&ved=0CAUQjRw&url=http://odins-gift.com/wichtig/links.htm&ei=aAwaUaufJYuq0AXwyoBI&bvm=bv.42261806,d.d2k&psig=AFQjCNGKAaXO00Dv2XlSQN5C5ViC-5g8og&ust=1360747994356563

Shift from Paid to Owned and Earned Media

BAUMGARTNER STRATOS

FACTS

1) 16 mio viewers in 24h

2) 50% of global trending topics

3) In 40sec > 216K likes,

29K shares, 10K comments

SECRET: Liquid content

Consumers pay for digital content

0110 1010 1110 0110 1001 0110

0101 1110 0110

1001

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=N03BfrFeB0ZBKM&tbnid=3Ryn3GfpnVmBcM:&ved=0CAUQjRw&url=http://technorati.com/social-media/article/steve-jobs-day-is-october-16/&ei=4N1FUbvrKKOA0AWGk4DwAQ&psig=AFQjCNEpWqVU9UXxDoqRQq_V1tv487OvMw&ust=1363619626889377

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-ZCpNfmpNMOczM&tbnid=SbY9u27tmKiDSM:&ved=0CAUQjRw&url=http://www.techradar.com/news/software/applications/spotify-radio-brings-thumbs-up-thumbs-down-to-desktop-app-1091913&ei=0N5FUfLWKoqx0AXmpYFA&psig=AFQjCNFl9i7goRX9erApwBBH2L1-D8kknA&ust=1363619772082044

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-ikxafZqPY4BpM&tbnid=AYNwHM-ygNM__M:&ved=0CAUQjRw&url=http://www.sophiegrace.se/englishmeditations.html&ei=D-FFUdWPM6qa1AXfrYHwAw&psig=AFQjCNGZfzHv6Voz20M6Hed8_0dWLKF-gw&ust=1363620222232960

Content


2.Strategy

3.Sanoma examples

4.Wrap up


Magazine brands

Sanoma’s strategy

New brands/ markets

Defend & grow

• Defending the base• 360°s• Digitalize production, marketing and

delivery

Expand & grow

• Digital pure plays• Different ad models next to display• E-commerce• Television

http://www.google.nl/url?sa=i&rct=j&q=defend&source=images&cd=&cad=rja&docid=bn5luLxd3MRqXM&tbnid=4m3riODzaWaBcM:&ved=0CAUQjRw&url=http://timemanagementninja.com/2010/03/the-5-best-ways-to-defend-your-time/&ei=AWs4UbaQBMjL0AWkn4HYCA&psig=AFQjCNHjRWbpOpOiwwCp6gxOYz22_o79JQ&ust=1362738192270215

http://www.google.nl/url?sa=i&rct=j&q=expand&source=images&cd=&cad=rja&docid=Y5znc_cyRG02sM&tbnid=F6pNv6HSjeN3JM:&ved=0CAUQjRw&url=http://www.engadget.com/2012/12/11/engadget-expand-live-event-conference/&ei=4ms4UemZIYOc0QX674GYCA&psig=AFQjCNFyi2csF6s0ejRA_t6wRP1PsWVHXA&ust=1362738507175313

The ‘three-tier content business model’:differentiate brand proposition for users, fans and vips

FANS (social)

USERS (mass)

VIPS (personal)

AR

PU

RE

AC

H

Commerce

Free content

Permission-based & paid

products

(Fantastic) subscription

services

Low involvement

High involvement

Content business model

Content


2.Strategy

3.Sanoma examples

4.Wrap up


DIGITALOnline, Social, Smartphone, Tablet

AUDIOVISUALVideo, TV, Radio

PRINT

EVENTS

AutoWeek omnipresence

SERVICES

Go for channel dominance

#1 in inspiration +#1 in information +#1 trade platform +

= #1 automotive platform

Follow the money

Inspiration Information Transaction

Instant creative advice and tools

Leading event including workshops

New

StockRisk management

DeliveryBusiness models

+ +

magazines digital, experiences e-Commerce

Bran

d shops: 1 brand

, many p

roducts

Shops based on article (with many brands)

More buy than make

Set up digital distribution: Tijdschrift.nl

From Rate base to Subscription base

Next steps

Subscription models• Bundling• Activate• AYCR• Ecommerce

More outlets + improve user experience

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=6HyJloIFbmOMjM&tbnid=7gPwedd5bjimOM:&ved=0CAUQjRw&url=http://www.technologytell.com/gadgets/100888/flipboard-for-android-has-been-updated-brings-improved-navigation-performance-bug-fixes-and-more/&ei=OIpMUYqwDObO0QWAx4DABA&bvm=bv.44158598,d.d2k&psig=AFQjCNEs9eVg2nnF_Qf1YlVCdXOBkdL6KA&ust=1364057000795549

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=NisU74HP2-h54M&tbnid=CwWAJnTR5EMasM:&ved=0CAUQjRw&url=http://www.fastcompany.com/1736533/personalized-ipad-magazine-zite-learns-you-read-challenges-flipboard&ei=cYpMUfLbPMak0QXZ-YHgCQ&bvm=bv.44158598,d.d2k&psig=AFQjCNFX5DTSCfJ8SLQCYu1OSx_WK1qOlg&ust=1364057066994186

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CI6SQcWIxfObtM&tbnid=8oxnG9AUh1_D3M:&ved=0CAUQjRw&url=http://tentblogger.com/google-currents/&ei=BotMUc2cE5DL0AWRnoH4Dg&bvm=bv.44158598,d.d2k&psig=AFQjCNHYgMdNGY_DdYLz5Y4HQrfqhmo67Q&ust=1364057172988105

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=81UgjU5r3LVABM&tbnid=Wj5L9JV8ywlOvM:&ved=0CAUQjRw&url=http://www.interactiveaccounting.com.au/_blog/Interaction/post/Google_Currents/&ei=TYtMUYDTEMHs0gX8rYGgCw&bvm=bv.44158598,d.d2k&psig=AFQjCNHYgMdNGY_DdYLz5Y4HQrfqhmo67Q&ust=1364057172988105

• Powerful search engine

• Aggregate: from print to web, from photos to videos

• Digital content directly available for reuse on whatever platform

• No content tagging: recognition

• Friendly user interface

Create Content

Content Library

Distribute Content

Archive Content

Reuse Content

Create Content Library

The editorial interface

Search through all available content of Sanoma Media: print and web (video in the next phase). Results aggregate print and online content, as shown here.

Generic search results

Advanced search results

Reuse is easy

Concentrate on themes, not titles

Pick your styleBuy access Make magazine

Article app to increase ARPU

Sanoma and Mobile operator

Get your act together

• Rights

• Archive

• Skills

• Mindset

Transformation Challenges

Ben jij al Future proof?

HEB JIJ…1. wel eens een digitale editie gekocht?2. gepubliceerd op je eigen site?3. commentaar op je site teruggelezen

en erop gereageerd?4. een tweet geplaatst?5. een post geplaatst op de Facebook

wall van een merk?6. een blog opgezet en de conversatie

gestart?7. een Tumblr account geopend en

posts van anderen doorgezet?8. uitgezocht hoe je een feed opzet om

je favoriete blogs te lezen? (bloglovin’)

9. uitgezocht hoe je social sharing modules gebruikt op 3rd party sites?

10. een Instagram account in gebruik?

Redacteur anno 2013

Social marketing: Grazia fashion train

Measuring social media impact

Content


2.Strategy

3.Sanoma examples

4.Wrap up


Foster key brands + Transform

Biggest challenge for our industry

Reading magazines (content) on tablets

Print Digital

From Print Publisher to Full Service Media House

Defend and GrowExpand and Grow


[email protected]

@HenkScheenstra

Thank you

The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma.

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Transcript of The Transformation Journey Bladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma.