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Similar a Digital Publishing : More Than Your Expectation (20)
Digital Publishing : More Than Your Expectation
- 1. © 2013 Kajorn Bhirakit All Rights Reserved.
BANGKOK INDESIGN USER GROUP MEETING
Digital Publishing
More Than Your Expectation
17 August 2013
#CREATENOW
- 2. © 2013 Supree Thongpetch All Rights Reserved.
#createnow #bkkidug
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Supree Thongpetch
ISO Expert, ISO TC130
Chapter Representative, Bangkok Indesign User Group
Adobe Digital Publishing Suite (DPS) Specialist
New Media Group Member, Idealliance (G7)
Cross Media Group Member, GWG
- 5. © 2013 Supree Thongpetch All Rights Reserved.
Make a thing right
- 6. © 2013 Supree Thongpetch All Rights Reserved.
Misunderstood of the
“Publication App”
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Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
MagazineRadio
- 8. © 2013 Supree Thongpetch All Rights Reserved.
Magazine
TV
Newspaper
Youtube
Facebook
Twitter
Instagram
Google+
Digital
Magazine
Radio
- 9. © 2013 Supree Thongpetch All Rights Reserved.
Engagement
Magazine
Instagram
Youtube
Facebook
Twitter
Google+
Newspap
er
TV
Radio
Digital
Magazine
- 10. © 2013 Supree Thongpetch All Rights Reserved.
Communication is not
Enough,
Action is important
- 11. © 2013 Supree Thongpetch All Rights Reserved.
Storytelling
No serial storytelling anymore
All is about “Complex Storytelling”
- 12. © 2013 Supree Thongpetch All Rights Reserved.
Story
Book
Reading
Blog
Reading
Watching
TV
Watching
Youtube
Watching
Comment
Vimeo
Watching
Comment
Twitter
Comment
Re-tweet
FacebookComment
Share
Like
Google+
Comment
Share
Instagram
Comment
Like
Wiki
Reading
Share
- 13. © 2013 Supree Thongpetch All Rights Reserved.
Story can drive Action
- 15. © 2013 Supree Thongpetch All Rights Reserved.
Customers are
motivated to engage
with the story
- 16. © 2013 Supree Thongpetch All Rights Reserved.
“More Than” Concept
More Than A Reading Experience, Kajorn Bhirakit
More than Interface Design, Chaiyarat Soontornprapee
More Than an E-Publishing, Supree Thongpetch
The Reaction of Content, Methus Bhirakit
More Than Your Assets, Bundit Wangwiwatsilp
- 17. © 2013 Supree Thongpetch All Rights Reserved.
Kajorn Bhirakit
Adobe Community Professional
Chapter Representative, Bangkok InDesign User Group
Thai Adobe User Group Manager
- 18. © 2013 Supree Thongpetch All Rights Reserved.
Chaiyarat Soontornprapee
Adobe Influencer
Adobe Certified Associate certifications
Independent Graphic and Web Designer
Design Consultant
- 19. © 2013 Supree Thongpetch All Rights Reserved.
Methus Bhirakit
Co-Manager, Thai Adobe Flash Platform
Software Developer and Data Analyzer, Sirimedia Co.,Ltd.
- 20. © 2013 Supree Thongpetch All Rights Reserved.
Bundit Wangwiwatsilp
Adobe Digital Publishing Suite (DPS) Specialist
Adobe Creative Cloud Certified Partner
Elvis Platinum Partner
General Manager, Colour Doctor Co.,Ltd.
- 21. © 2013 Supree Thongpetch All Rights Reserved.
More Than an
E-Publishing
Supree Thongpetch
Methus Bhirakit
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The road ahead
Creativity
v
Data Analysis
v
Personalization
- 23. © 2013 Supree Thongpetch All Rights Reserved.
Data to Information
To improve our content
To improve our design
...
Match what readers want
- 24. © 2013 Supree Thongpetch All Rights Reserved.
Question about Analytic
Download number didn’t tell us anything
On Facebook - Like and Talking about this
Many marketers believe in and have high
expectation in Digital Marketing but only 6%
execute
- 25. © 2013 Supree Thongpetch All Rights Reserved.
Measuring Method
The missing piece
- 26. © 2013 Supree Thongpetch All Rights Reserved.
Measure What they thought
Notice
Remember
Understand
Believe
- 27. © 2013 Supree Thongpetch All Rights Reserved.
Measure What they did
Ask for more
Subscribing
Purchasing
Referring a friend
- 28. © 2013 Supree Thongpetch All Rights Reserved.
Print Media
Compare media based on audience and cost
Cost of 1 ad x 1000
Circulation
CPM =
- 29. © 2013 Supree Thongpetch All Rights Reserved.
Broadcast Media
Cost of 1 unit of time (commercial) x 1000
Number of prospects reached by a given
program or time period
CPM =
- 30. © 2013 Supree Thongpetch All Rights Reserved.
Internet Ads
Measure by “Click”
Cost
Click
CPC =
- 31. © 2013 Supree Thongpetch All Rights Reserved.
Digital Publishing
We don’t have it yet!
- 32. © 2013 Supree Thongpetch All Rights Reserved.
New Media with New Idea
Keeping the traditional way of measure (CPM)
Integrated a digital measuring (CPC)
Add up a new measuring function
- 33. © 2013 Supree Thongpetch All Rights Reserved.
Cost Per Action*
CPA = Cost Per Action
[{x*(CPC*Click)}+{y*(CPM*Page View)}]
{(x*Click)+(y*Page View)}*avg.Time
spending
**x:y = Ratio between page view and interaction
CPA =
- 34. © 2013 Supree Thongpetch All Rights Reserved.
Why do we need CPA?
Measuring method for Digital Advertising
This is a first time that Media price is related to
Design, Normally used circulation
Design for data capturing is more powerful than
the eye catching
“Time Spending” is a Key factor, and it is depend
on the creative skill
- 35. © 2013 Supree Thongpetch All Rights Reserved.
Control Center
Digital
Publishing
Action State
Activities
Location
Country
City
Time
Spending
Interaction
Playing Reading
Ask
E-mail
Subscribe
Register
Purchase
E-Commerce
Refer
Social
Network
Mental State
Notice Remember Understand Believe
- 36. © 2013 Supree Thongpetch All Rights Reserved.
Creative Skill?
Interactive design
User Experience
User Interface
[Making an App not Magazine]
- 37. © 2013 Supree Thongpetch All Rights Reserved.
Relational Method
User action is an important
User interesting then interact
Design for Interaction
More interaction is more time spending
More time spending using more design skill
- 38. © 2013 Supree Thongpetch All Rights Reserved.
Measuring tool
Omniture
Google Analytic
Custom made
- 39. © 2013 Supree Thongpetch All Rights Reserved.
Combination of Success
Design + Analytic functionality
- 40. © 2013 Supree Thongpetch All Rights Reserved.
When we start
measuring
Methus Bhirakit
- 41. © 2013 Supree Thongpetch All Rights Reserved.
Measurement
Reader (Number, Location, Behavior)
Download
Subscriber
- 42. © 2013 Supree Thongpetch All Rights Reserved.
Build the analytic system
Metadata approach
Custom tag approach
- 43. © 2013 Supree Thongpetch All Rights Reserved.
Custom tag approach
Embed custom script into Folio
Can access all data
Limitation
Real-Time analytics
- 44. © 2013 Supree Thongpetch All Rights Reserved.
Problem
The understanding of metadata
Unclear tag
Different between Adobe and PHP session
Adobe session can be resume
Inaccurate reading time duration
- 45. © 2013 Supree Thongpetch All Rights Reserved.
Data Collection
Application
Time
Duration
Location Issue
Time
Duration
Location Page
Time
Duration
Location Element
Time
Duration
Event
Event
- 46. © 2013 Supree Thongpetch All Rights Reserved.
Sourcing
Apple
App/In-app Download
API Provided (autoingestion)
Adobe
Issue Download
No API
- 47. © 2013 Supree Thongpetch All Rights Reserved.
Sourcing
Google
Pageviews, Location, Time Duration etc.
API Provided (Limit I/O Request)
Custom
Everything that can be tagged
- 48. © 2013 Supree Thongpetch All Rights Reserved.
Data visualization
Google
- 49. © 2013 Supree Thongpetch All Rights Reserved.
Data visualization
Kendo UI