woodwing datagraf communications presentation june 17 2014
DESCRIPTION
Anders Frey Birkmose, Digital Director at Datagraf Communications talk about implementing WoodWing Enterprise in the organization in a change management perspective. The second part of the presentation discusses how publishers can utilize different media channels and drive customers to their main platformsTRANSCRIPT
MULTICHANNEL PUBLISHING Implementing
Anders Frey Birkmose Digital Director Datagraf Communications
Datagraf Communications
Norway, Sweden & Denmark 140 employees 100+ publications Concept, Design, Editorial, Ad sales, Effect
WoodWing advantages
§ Planning and structure § Automate tasks – avoid errors § Multichannel publishing § Access everywhere
Persons involved
Editor Designers Proof readers Journalists Photographers
Identifying changes in the organisation
§ Who is going to work differently? § Habits are hard to change § Training, training, training
Habit loop
Cue
Routine
Reward
Habit loop
Cue
Routine
Reward
new
Changing habits
§ Drawing the big picture together § Training § Rehearsal before launch § Building confidence
Holding on
§ Reviews after each publication § Optimise processes § Optimise templates § Building confidence
…And on
§ Keep working on those old habits § Meet and talk about how to improve
Plan for initial launch
Publishing Publishing
Plan for initial launch
Publishing
Rehearsal
Training
The big picture
Optimisation
Rehearsal
Publishing
Review
Phases
1. Initial launch in one media channel 2. Overall review and customisation 3. Adding another channel
WHY? Multichannel publishing
Media usage in minutes by age
0
20
40
60
80
100
120
140
15 - 29 30 - 49 50 - 64 65 +
Print Internet
Media usage 1900 - 2020
Social media 2006 - 2013
Understand the media gears
PRINT SOCIAL
Stories travel between media channels
Nyhed
Case
Profil
Kritisk nyhed
Case-testemonials
Case-citatspor
Forskningsartikel
Nyhed med politiker
Medlemspanel
Reportage m/nyhedskrog
Case/modcase
Profil – interview m/helt
Ny viden
Interview – forskning
Bag om ordet
Medlemspanel
Billedmosaik
Tidslinje/infografik
Case fra kursus
1 2 3 4 5 6 7 8 9 10 11 uge 13 uge 14 uge 15
TTA – Tilbage Til Arbejde
Lejre – smertebehandling
Ny viden – Velfærdsteknologi
Bag om ordet
Medlemspanel
Kampagne
Fokusområder – fast tidslinje
Forskningsinterview
Arrangementer/kurser
Nyhed
ONLINE
GENRE
Print Print
Example
Take aways
§ Woodwing Content Station is a great IT solution § People make it work § New routines demand new habits § Make a plan for the implementation (training, rehearsal and
reviews) § Understand how you can utilise the media channels to drive the
audience your way § Create a plan for your stories across multiple media channels
Anders Frey Birkmose Datagraf Communications [email protected] @andersbirkmose