The emerging art and science behind engaging and retaining digital subscribers is the focus of the INMA Consumer Engagement Summit in Miami. Over two days, learn best practices on reader engagement, ranging from newsletters to alerts. Learn about best-in-class examples of how to reduce subscriber churn — including propensity modeling on likely churners. Benchmark the algorithms behind your engagement and retention plans, along with the art in executing those plans.
Foyer, George Ballroom, E Level, SLS Brickell
Check in, pick up your badge and agenda, secure your seat, and meet peers before the start of the Consumer Engagement Summit.
George Ballroom, E Level, SLS Brickell
With the emergence of frequency as the No. 1 determinant of a subscription's retention, publishers are shifting efforts to rediscovering the lost art of keeping readers coming back to their content, their services, and their brands. In this presentation, hear the business case for engagement at the center of a subscription strategy and broad trends in the space.
Nicki Purcell
Digital Media Innovator and Summit Moderator
LinkedIn
Twitter
Robert Whitehead
Board Member, McPherson Media Group, and Summit Moderator
LinkedIn
Earl J. Wilkinson
Executive Director and CEO, International News Media Association (INMA)
@earljwilkinson
Earl J. Wilkinson
George Ballroom, E Level, SLS Brickell
In this keynote lecture, Charles Duhigg begins by exploring the science of habit formation, illustrating why we do what we do and how we can change it. Duhigg explains why the most powerful habits have emotional cores, and how tweaking even one habit can have staggering effects. Duhigg draws from a number of current case studies—including the success of Febreze, how Starbucks trains employees in willpower habits, how organizational habits contributed to a tragic subway fire, and others—customizing them to his specific audience.
George Ballroom, E Level, SLS Brickell
Earlier this year, Tom Sawyer, Huckleberry Finn and Becky Thatcher visited some of the best news Web sites in the world. They came directly, from Facebook, and from search. What happened next? (At least, before Facebook banned Tom Sawyer in their fake accounts purge.) Based on an ethnographic study of 45 customer journeys, Greg Piechota of the University of Oxford observed the key moments in establishing relationships of the leading news brands with the unexpected visitors from the Mark Twain's novels, and identified the best practices in nurturing subscribers and demonstrating value.
Grzegorz Piechota
Author, News For Sale: The Guide to Media Subscriptions, Reuters Institute for the Study of Journalism, The University of Oxford
LinkedIn
Twitter
Foyer, George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
The meter-freemium hybrid model has worked wonders for Aftenposten's digital subscription business. The Norway-based Schibsted news company has mastered the art of selling subscriptions, and now the newsroom owns the strategy. Through creating the right culture, the newsroom is leading the way with engagement, selling, and introducing the brand to new customers. With too great a tilt toward acquisition and not enough on deeper relationship with existing subscribers, Aftenposten is re-writing the rules on how to engage — and who does the engagement.
Espen Egil Hansen
CEO and Editor-in-Chief, Aftenposten
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
Dagens Nyheter is leading the way in Sweden in terms of growing digital subscriptions and has managed to lower churn drastically, by working with machine learning and cross-functional teams focused on building digital loyalty through editorial quality and world class storytelling. Data models help to identify readers with a high propensity to pay — and constantly developing engagement models helps the newsroom to identify the key factors towards reader satisfaction.
Martin Jönsson
Head of Editorial Development, Dagens Nyheter
Twitter
George Ballroom, E Level, SLS Brickell
Legacy media company Mittmedia is renewing local relevancy and driving customer retention in the subscription business using ux, machine learning and AI. All Mittmedia digital products are personalised, delivering the right content to the right customer at the right time. In this session, learn more about Mittmedia's insights, research, and results.
Thomas Sundgren
Head of Platforms and Strategic Partnerships, Mittmedia
LinkedIn
Magnus Engstrom
Head of Data Strategy, Mittmedia
LinkedInTwitter
George Ballroom, E Level, SLS Brickell
Foyer, George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
Over the past two years, nearly half of the dozen or so new newsletters introduced by The New York Times had only a limited run. Deliberately so! This session will discuss the pros and cons of limited-run newsletter products, including deep discussion of establishing goals, measuring success and the other steps necessary to determine if this investment of time and tech is worth it.
Elisabeth Goodridge
Editor, Newsletters and Messaging, The New York Times
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
The Financial Times famously describes success as delivering breadth, depth, and frequency. In this presentation, we identify best practitioners of this definition of success and bring it back to subscriber retention.
Gadi Lahav
Head of Product, FT.com, Financial Times
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
Delivering an excellent experience is the foundation for a successful relationship with your customers — from the moment you meet through every interaction. In this session, find out how The Atlantic has built a strategy around treating each customer like an individual and how this supports growth and retention.
Emilie Harkin
Senior Director, Customer Marketing and Growth, The Atlantic
LinkedIn
George Ballroom, E Level, SLS Brickell
Foyer, George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
In this closing session Thursday, participate in a moderated discussion on where Summit participants are. Learn from each other in an interactive environment, and take advantage of the smartest people in the media world together in one room attacking engagement, retention, and churn.
George Ballroom, E Level, SLS Brickell
Altitude Pool Deck, SLS Brickell
Wind down the first day of the Consumer Engagement Summit with a cocktail reception with peers — with drinks and snacks on Chartbeat!
Sponsored by Chartbeat
George Ballroom, E Level, SLS Brickell
Come for the coffee, stay for the inside look at Facebook's efforts to support subscriptions businesses. Facebook’s Peter Elkins-Williams and Varun Shetty will be on hand to go in-depth across the full portfolio of products and tools that can drive starts and retention, and to give an advance look at what’s coming next. They’ll also save some time to answer any questions you may have.
Peter Elkins-Williams
Global Subscriptions Partnerships, Facebook
LinkedIn
Varun Shetty
News Product Marketing, Facebook
LinkedIn
George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
In this joint presentation from the business side and newsroom of the Wall Street Journal, learn more about how measuring engagement has impacted how the Journal thinks about tackling subscriber churn.
Karl Wells
General Manager, WSJ Membership, The Wall Street Journal
LinkedIn
Carla Zanoni
Editor, Audience and Analytics, The Wall Street Journal
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
Newsrooms are improving at audience growth, but many of us stumble when it comes to turning those casual readers into evangelizers who ultimately become direct patrons of our work. Using local newsrooms as a model, the USA Today Network is simultaneously growing mass audience and engaged subscribers. Discover deployable tactics and ideas that will resonate with journalists in your news operation.
Josh Awtry
Senior Director for News Strategy, USA Today Network
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
Over the last year, Star Tribune has run a number of experiments aimed at improving digital subscriber retention, including pricing and billing tests, a custom onboarding series, and tactics to boost engagement. In this session learn about the results of these tests and some plans for the future.
Louis Deering
Senior Digital Marketing Manager, Star Tribune
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
This session will review the customer touchpoints that lead to effective reader engagement and customer retention at the Atlanta Journal-Constitution. This includes the importance of channel mix, relevance, frequency and value. We will also share an early view of the AJC Hub, a digital experience designed to encourage reader loyalty.
Kelli Dakake
Senior Manager, Consumer Revenue, Atlanta Journal-Constitution
LinkedIn
George Ballroom, E Level, SLS Brickell
Foyer, George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
Within News Corp worldwide, the work being done around engagement at The Times in London is considered best-in-class. In this session, learn more about its machine learning project that serves us relevant content based on reading patters and features a “digital butler� named James.
Chris Duncan
Managing Director, Times Newspapers Ltd.
LinkedIn
Twitter
George Ballroom, E Level, SLS Brickell
The Globe and Mail's development of the proprietary Sophi software supports its digital programming decisions around acquisition and retention strategies. Not only has the editorial department embraced the metrics to build out the subscription business, the company has leveraged its membership portal, events model, and newsletter approach to drive engagement.
Zen Habito
Director, Retention & Loyalty, The Globe and Mail
LinkedIn
George Ballroom, E Level, SLS Brickell
Foyer, George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
How can publishers acquire and retain engaged, loyal subscribers for their digital products? The Lenfest Institute's Matt Skibinski will share dozens of benchmarks, case studies and best practices from 500+ news publishers.
Matt Skibinski
Advisor, Lenfest Institute
LinkedIn
George Ballroom, E Level, SLS Brickell
George Ballroom, E Level, SLS Brickell
“People don't want to buy a quarter-inch drill, they want a quarter-inch hole,” taught a legendary Harvard professor Theodore Levitt. Similarly, people don't just visit news sites and apps to get stories and use features but they actually want to achieve something: learn, feel emotions, connect with others, gain status, or just escape the problems. How do we make sure they achieve their objectives? How to measure the success of subscribers? How to monitor health of our relationships? Based on a year-long study of media subscription strategies all over the world, Oxford's Greg Piechota collected the best practices in news subscriber marketing and developed practical frameworks for publishers to plan their value nurturing efforts. In this interactive workshop, participants will work in groups: share their experiences, brain storm new ideas and prototype ways to engage potential and existing customers at every stage of the relationship. Discussed concepts include: demonstrating value, monitoring satisfaction, collecting feedback, providing support, involving into communities, engaging in marketing efforts and growing contracts. The objective of the workshop is to equip the participants with better understanding of customer value nurturing and ready-to-use ideas to grow their business by turning visitors into customers, and customers into advocates, referrers and contributors.
Grzegorz Piechota
Author, News For Sale: The Guide to Media Subscriptions, Reuters Institute for the Study of Journalism, The University of Oxford
LinkedIn
Twitter
