Layar March 5th Webinar - Get More Out of Interactive Print

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Information about Layar March 5th Webinar - Get More Out of Interactive Print
Technology

Published on March 6, 2014

Author: layarmobile

Source: slideshare.net

Description

Layar March 5th Webinar - Get More Out of Interactive Print

Webinar Georgia Diaconescu! Interactive Print Consultant

BEST PRACTICES WEBINAR WELCOME TO LAYAR BEST PRACTICES WEBINAR

KEY CHALLENGES

THE WORLD IS CHANGING....! Media consumption ! Mobile commerce ! Wearable devices ! Instant & real-time information !

24 uur reclame - Sanoma Lab NOW WHAT? © 2013, Layar B.V. STRICTLY Confidential and

Start with print.

broken user experience with print content

WE BELIEVE connect the offline and online world... ... and give consumers & businesses a meaningful experience

© 2013, Layar B.V. STRICTLY Confidential and

© 2013, Layar B.V. STRICTLY Confidential and

BEST PRACTICES WEBINAR GETTING STARTED

LAYAR CREATOR 2.0 UPLOAD CREATE PUBLISH!

BEST PRACTICES WEBINAR 1 Campaign concept creation 2 Prepare pages according to best practices 3 Create clear “How-to” instructions 4 Create a call-to-action 5 Create custom buttons 6 Finalize & publish the campaign

BEST PRACTICES WEBINAR 1 CAMPAIGN CONCEPT CREATION

BEST PRACTICES WEBINAR ! In order to make a lasting impression on your readers, there are a few principles you need to keep in mind when creating your campaign concept. ! SO BEFORE DIVING IN ... Georgia Diaconescu Interactive Print Consultant

BEST PRACTICES WEBINAR ! The campaign should reflect and focus on your MAIN OBJECTIVES!! ! Always focus on the TARGET USER GROUP & keep in mind what they LIKE. ! Focus on providing an OUTSTANDING USER EXPERIENCE.

BEST PRACTICES WEBINAR ! Keep a good balance between EDITORIAL and COMMERCIAL CONTENT. !

BEST PRACTICES WEBINAR ! Keep a good balance between QUALITY and QUANTITY OF CONTENT. !

BEST PRACTICES WEBINAR DO A few pages with really great, interactive digital content DON’T dull, repetitive content on each page

BEST PRACTICES WEBINAR WHAT KIND OF DIGITAL CONTENT?

BEST PRACTICES WEBINAR RELEVANT Relevant content for your target audience INFORMATIVE Offer extra information! ENTERTAINING Let people interact with content EXCLUSIVE Behind-the-scenes information INTERACTIVE Present information in an entertaining way

BEST PRACTICES WEBINAR INTERACTIVE PRINT CONCEPTS

BEST PRACTICES WEBINAR HIDDEN or INCOMPLETE REALITY

BEST PRACTICES WEBINAR REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar

BEST PRACTICES WEBINAR REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar

BEST PRACTICES WEBINAR REVEAL A SECRET CHARACTER Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR BUY PRODUCTS Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR SHOPPING EXPERIENCE

BEST PRACTICES WEBINAR SHOPPING BEHAVIOR Research (IPSOS, Google) shows that smartphones lead to purchases across channels

BEST PRACTICES WEBINAR + Workshop Georgia Diaconescu Interactive Print Consultant

BEST PRACTICES WEBINAR DWELL AHALIFE Workshop Georgia Diaconescu Interactive Print Consultant

BEST PRACTICES WEBINAR DWELL AHALIFE Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR ENABLE READERS TO BUY What you see with Layar

BEST PRACTICES WEBINAR ENABLE READERS TO BUY What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS

BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS Workshop Actual Print Georgia Diaconescu What you see with Layar Interactive Print Consultant

BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see

BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE ADVERTISEMENTS Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR CONTESTS, SWEEPSTAKES, QUIZZES

BEST PRACTICES WEBINAR CONTESTS Workshop Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see

BEST PRACTICES WEBINAR CONTESTS CLICK & WIN! Actual Print What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES

BEST PRACTICES WEBINAR COVER PAGES COME TO LIFE Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES Actual Print What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE COVER PAGES Actual Print What you see with Layar

BEST PRACTICES WEBINAR ENGAGE READERS VIA SOCIAL MEDIA

BEST PRACTICES WEBINAR INTERACT VIA SOCIAL MEDIA Workshop Actual Print Georgia Diaconescu Interactive see with Layar Print Consultant What you

BEST PRACTICES WEBINAR LOCATION RELEVANT CONTENT Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR PODCASTS & VIDEO LECTURES Workshop Actual Print Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR INTERACTIVE WORLD MAPS Workshop Georgia Diaconescu Interactive Print Consultant

BEST PRACTICES WEBINAR HOW-TO VIDEOS Workshop Actual Print Georgia Diaconescu Interactive Printwith Layar Consultant What you see

BEST PRACTICES WEBINAR ENRICH EDITORIALS Actual Print Workshop Georgia Diaconescu Interactive Print Consultant What you see with Layar

BEST PRACTICES WEBINAR 2 PREPARING PAGES

BEST PRACTICES WEBINAR PREPARING PAGES • Flat surface (magazine page) • High resolution, low size page (5MB) • Sufficient size & image detail • No borders or clutter • Avoid glossy paper

BEST PRACTICES WEBINAR THE PAGE SHOULD NOT CONTAIN ! • Large portion of blank area • Mainly body text or only text • Graphics that look the same in any orientation (circles,hexagons, etc.) • plain text similar images Graphics with patterns • insufficient details Look too similar to other pages in the same campaign the same in any orientation pattern

BEST PRACTICES WEBINAR If you are not sure whether the pages are optimal for the Layar Creator .. ! STEP 1 - Create a campaign in the Creator STEP 2 - Upload the pages in the campaign (Layar will provide some initial feedback on Page quality) STEP 3 - Place some dummy buttons on each page STEP 4 - Scan each page to see if buttons are displayed correctly ! DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!

BEST PRACTICES WEBINAR IMPORTANT!! ! TEST PAGES BEFORE PRINTING OUT ! THE FINAL PUBLICATION!!

BEST PRACTICES WEBINAR 3 HOW-TO INSTRUCTIONS

BEST PRACTICES WEBINAR RESERVE SPACE for instructions, preferably one dedicated page. ! EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What is Interactive Print ? ! Make people curious about it & give them a reason to engage! ! !

BEST PRACTICES WEBINAR ! ! INSTRUCT HOW TO DISCOVER DIGITAL CONTENT! ! • How should readers scan the page? • What should they look for? (Call-to-action) • Where on the page? (e.g.: upper corner) ! Mention the app is available on Android and iPhone.

BEST PRACTICES WEBINAR HOW-TO INSTRUCTIONS ! • CLEAR STEPS ! • CUSTOMIZE IT ! • make sure it ATTRACTS ATTENTION. ! • Place it RIGHT BEFORE the editorial content. Preferably on the right side.

BEST PRACTICES WEBINAR HOW-TO INSTRUCTIONS Here are some other options you can consider : We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.

BEST PRACTICES WEBINAR 4 CALL-TO-ACTION

BEST PRACTICES WEBINAR LAYAR STYLEGUIDE

BEST PRACTICES WEBINAR LAYAR STYLEGUIDE • VISIBLE & INFORMATIVE ! • SPECIFIC about what type of content users can expect. ! • Highlights the KEY MESSAGE revealed by the digital content, using VERBS * *e.g.: Watch the trailer with Layar, Listen to XX with Layar, etc.

BEST PRACTICES WEBINAR LAYAR STYLEGUIDE ! • AVOID unclear calls-to-action like “View with Layar”; they will most likely not attract readers. ! • Include a note on WHERE they can find the "How to use Layar” instructions. ! • Place calls-to-action on EVERY SINGLE PAGE that contains digital content.

BEST PRACTICES WEBINAR CALL-TO-ACTION EXAMPLES

BEST PRACTICES WEBINAR CALL-TO-ACTION EXAMPLES

BEST PRACTICES WEBINAR CALL-TO-ACTION POSITIONING

BEST PRACTICES WEBINAR CALL-TO-ACTION POSITIONING

BEST PRACTICES WEBINAR 5 CUSTOM BUTTONS

BEST PRACTICES WEBINAR CUSTOM BUTTONS STANDARD BUTTONS CUSTOM BUTTONS

BEST PRACTICES WEBINAR CUSTOM BUTTONS Make use of the print content. ! Button should clearly indicates what users can do. Actual Print What you see with Layar For instance, a play icon for a video button image

BEST PRACTICES WEBINAR CUSTOM BUTTONS Actual Print Custom buttons with semi-transparent background

BEST PRACTICES WEBINAR CUSTOM BUTTONS

BEST PRACTICES WEBINAR CUSTOM BUTTONS Balancing digital content: EDITORIAL vs ADVERTISING More of an AESTHETIC CHOICE Place buttons where it makes the most sense! ! Should look NATURAL in context with the print content Better ON THE VISUALLY BUSY PART of the page and NOT on blank spaces

BEST PRACTICES WEBINAR 6 TEST & FINALIZE CAMPAIGN

BEST PRACTICES WEBINAR TEST & FINALIZE CAMPAIGN Thorough CAMPAIGN TESTING is critical. GREAT USER EXPERIENCE is THE key to success ! ! WHAT TO DO? ! • • • • • ! ! Check both technical and aesthetic aspects. Test your campaign as much as possible. Check campaign with iPhone and Android devices. Use the latest Layar App version. Test your campaign using printed pages!

BEST PRACTICES WEBINAR ! ! TIP! ! If possible, DO A TEST with a small group of colleagues, who were not involved in the project!

BEST PRACTICES WEBINAR HOW TO TEST? ! DOUBLE CHECK THE QUALITY OF THE PAGES ! • Are user instructions in your publication clear enough ? • Are Interactive Print buttons placed at the right place ? • Are the buttons correctly displayed? • Does each button function correctly? Are links functional? • Do videos play as expected? • Does the campaign offer good user experience?

BEST PRACTICES WEBINAR RAISE AWARENESS!

BEST PRACTICES WEBINAR PRIOR COMMUNICATION ! ! BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in mind that you need to communicate to your readers the fact that your publication has been augmented with digital content. ! RAISING READERS’ AWARENESS via PR, promotions, social media before hand makes a tremendous difference!

BEST PRACTICES WEBINAR MEASURE YOUR RESULTS

BEST PRACTICES WEBINAR !STATISTICS OVERVIEW ! The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour): ! Campaign statistics Total page views Page statistics Total interactions Button statistics Total unique users ! These numbers are also displayed on TIMELINES, to give you a better overview on the PEAK DAYS of your campaign, READING HABITS of your readers, as well as WHERE ARE THEY FROM. !

BEST PRACTICES WEBINAR

WEBINAR OVERVIEW QUESTIONS & ANSWERS

BEST PRACTICES WEBINAR NEED HELP? Visit: help.layar.com

BEST PRACTICES WEBINAR INTERACTIVE PRINT SERVICES

BEST PRACTICES WEBINAR THANK YOU!

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