Post on 15-Apr-2017
WHAT ISEDITOR?
by hajime okazawa
ALWAYS BE INSPIRATIONAL
Prologue
WHO AM I?
Hi, I am Hajime OkazawaI am an editor
I have been 15 different editor
1.Magazine Editor2.Mobile site Editor3.Editor for magazine website4.Blogger5.Social Media PR/CR6.e-magazine Editor7.China Syndication Editor8.Ecommerce Editor
9. Localization Editor10.Media Solution Editor11. Content Curation Editor12. Web Magazine Editor13. Social Media Editor14. Editorial Coordinator15. Digital Marketing Editor
WHAT’S EDITOR?
Today I will talk about
How it’s changed in 10years
Magazines are dying
Is “Editor” dying?
Why? I wanted to be an editor?
2000
SEA2000
a book inspired me1997
Mid Century Modern Chairs & Cafe
2001
“relax” magazine inspired me
2001
Magazines and books always inspired me
I wanted to be an “inspiration ” maker
I became a “Magazine Editor”
2003
INDEX
1.Magazine Editor2.Mobile site Editor
3.Editor for magazine website4.Blogger
5.Social Media PR/CR6.e-magazine Editor
7.China Syndication Editor8.Ecommerce Editor9. Localization Editor
10.Media Solution Editor11. Content Curation Editor
12. Web Magazine Editor13. Social Media Editor
14. Editorial Coordinator15. Digital Marketing Editor
Chapter.1
Magazine Editorat JJ/Gainer
What’s Magazine Editor?
What’s “Magazine Editor”?1. find new stories, ideas, info
What’s “Magazine Editor” ?2. Planning/Editorial Angle
What’s “Magazine Editor” ?3.Editorial Meeting
What’s “Magazine Editor” ?
4. Composition/Thumbnail Sketching
What’s “Magazine Editor” ?5.Meeting with Editor in Chief
What’s “Magazine Editor” ?
Photographer
Stylist
Location
Models
Writer
Hair & Make-Up
6. Casting
What’s “Magazine Editor” ?
7.Shooting/interviews
What’ss “Magazine Editor”?8.Editorial Design / Direction
BTW in 2003 Manual Editorial Design
What’s “Magazine Editor” ?9.Writing Direction/ Writing
What’s “Magazine Editor”?10. Proofreading , fact checking,
What’s “Magazine Editor”?11.Color Proof check
Magazine Editor
12003
Mobile novel ケータイ小説2002-2009
Mobile siteEditor
20052
Magazine Editor at Gainer
2008
Editor formagazine website
2008
3
Blogging2004
blogging2008
4
mixi Daily average active time
3h 29mins
2006
Social Media Rises20082006
founded2004
founded
BTWIKKO First celebrity twitter account 2008
800Million usersThe world’s largest social media
(as of 2008)
2008
Social Media Magazine Promotion
Customer Relation
2008 5
Bankruptcy of LEHMAN Brothers
Layoff of Editors
2008-2009
Dawn of e-books2008 July 11
iPhone2010 May 28
iPad 2007 Nov 19
kindle2010 Jan 18
Kindle2
2010
e-magazine Editor6 2010
Chinaversion
syndicationEditor7
2010
Ecommerce grew in 10 years2010
founded in 1997
founded in 2000
founded in 1998 founded in 2000
Ecommerce Editor
82010
Chapter.2
Web Editor @ Microsoft
Editor for MSN 2013
The 2nd Biggest News portalWebsite in Japan
Content Localization Editor2013
9
BTW
MSN US ver. MSN JAPAN ver.
Image oriented Information Density
Click image? Or text?
Display Advertising
Media Solution
Ad network/Ad Exchange/Ad Tech
Adverticle =Ad + article ,Native Ads
How website makes money?
Media Solution Editor10
Win App Content Curation Editor
2013 11
BTWWhen was “WWW”
born?
World’s First Website August 6th
1991
First Website in Japan Sep 30th
1992
Yahoo! 1994
MSN –Microsoft Network1995
Internet at home
was just information
1995
Blackberry
1999 2008iPhone3
Smartphones
Internet is out of home 2008
Information >> task completion 2008
Is for task completion
search
book
health Map/GPS compare
studyFX/moneymessageshopping
What’s Content Curation Editor?
Find Operation Share
AmplifyCurate WeatherSeason
Chapter3.
Web Magazine Editor@GQ JAPAN
Web Magazine Editor2014
12
E-Magazine ≠ Web Magazine
Digital version of Printed Magazine
Original contentComes out daily
Why? Magazine ---> Web Magazine
Printed Magazine Web Magazine
Sales Ads
Sales Ads Ads Native Ads
Ads
Ads
profit profit
What’s Web Magazine Editor?
The differenceWeb Mag vs. Print Mag
Publish articles Daily vs. Monthly
# of Article/month200 vs. 30
Budget for 1 article
3000yen vs. 100,000 yen
What’s Web Magazine Editor?
PDCA (Plan –Do-Check-Act ) Everyday Google Analysis
・ Page View・ Visit・ PV/Visit・ Dwell Time
Facebook Insight・ Reach・ Like・ Comment・ share・ Engagement
Heat Map
・ measure CTR・ Improve UI
Social Media Analysis
・ Competitor Analysis・ algorithm update・ Optimizetion
What’s Web Magazine Editor?
What’s different is the Commitment to Ad clients
AD
Ie)・ Circulation 1M・ Actual Sales 10K・ Impression guaranteed 1M ・ Actual Impression 1M
What’s Web Magazine Editor?
How do we Generates Traffic /Page Views?
Device Ratio
Mobile70-90%
How do we generates Traffic?
Tablet5-10%
Direct/bookmark Social
Media
Organicsearch
SyndicationLinks
PC10-30%
Traffic Source
Social Media
Syndication
How Do We Generate Traffic?
NewsSyndication
Curation App
Social Media
When an article goes live
Timeline is a “new” news portal
Timeline is a news portalNews Portal website
is a key driver
How do we generate Traffic?
Social Media Editor2014 13
Increase “Reach” & “Engagement” ?
What’s “Social Media Editor”?
Best Timing Sun 0:00 1:00 2:00 Monday 7:00 7:30 8:00Mon 8:30 9:00 9:30 10:00 11:00 12:00 Tue 12:30 13:00 13:30 14:00 15:00 16:00Wed17:30 18:00 19:00 20:00 20:30 21:00 Thu21:30 22:00 22:30 23:00 23:30Fri21:30 22:00 22:30 23:00 23:30 Sat21:30 22:00 22:30 23:00 23:30Sun 1:30 22:00 22:30 23:00 23:30
What’s “Social Media Editor”?
Timing Analysis
What time? What day of the week? ACTIVE time ENGAGING time
What’s “Social Media Editor”?
11 hashtags generates 79.5% more interaction
How many # is the best?Hashtag tracking
What’s “Social Media Editor”?
1.Article title祝 ! 来日記念 ミランダ・カーがお手本、秋冬ミニワンピース & フレアスカート着こなし術
ミランダ・カーの秋冬ミニワンピ & フレアスカートのコーディネート
2.SEO title
Create 3 titles for 1 article
ミランダ・カー
ミニワンピースOR
ミニワンピ
着こなしOR
コーディネート
What’s “Social Media Editor”?
祝 ! 来日記念 ミランダ・カーがお手本、秋冬ミニワンピース & フレアスカート着こなし術必見 ! ミランダ・カー がお手本、今すぐ使える秋冬ミニワンピ & フレアスカート着こなし術♡
1.Article title 3.Social Media title
What’s “Social Media Editor”?
10 tips to write an good title to get clicked1. 文字数は 31 文字程度 Within 31 words
2. 前半にターケット、後半にキーワートTargeting word ,Key word ie) 日本の全エンシニアに捧ぐ ! 現在公開されているAPI 一覧【 2013 年版】 3. 前半に感情表現、後半にキーワート Emotional word, Key word ie) あっという間に取れる ! ワイシャツの黄はみを真っ白にする 2 つの裏技 4. 内容ではなく、読後の未来を伝えるTell the future you will get not the content - 記事の内容を一瞬て伝え、なおかつ未来を想像させられるのが秀逸なタイトル。 5. 役に立つ!と伝えるTell it’s useful! “XX ways to…. - 「 ~ の方法」「 ~ のヒント」「 ~ のテクニック」「 ~ のルール」なと
6. 具体的な数字を使う Use specific numbers
7. インハクト!引きのある文言 Make it Impactful! Ie )ICYMI, Must have - 「知らなきゃマスい」「要注意 ! 」「流行の」「納得」「効率化」「誰ても」なと 8. 自分ゴト化 Feel personalize - → フロクを読んてほしい人をより明確に想像する- → 「お腹周りが気になる 30 代の方へ」なとターケットを明記する 9. 損得の強調Tell you are missing something( これがないと○○の損 )
10. いかに有意義かを明示 Tell how it’s worth knowingie) 朝と晩につふやくたけて OK!? 脳をたまして疲れ知らすになる 2 つの言葉
Rainy Day
Snowy day
Morning Time
Lunch Time
Night Time
Content Marketing Digital Promotion
Coordinator
Editorial Coordinator2014 14Ad
Clients
PromoteAttract
Gather
InteractionEngagement
Conversion
Advocate
2014What’s Editorial Coordinator ?
Chapter4.
Digital Marketing Editor@L’oreal
Digital Marketing Editor2015 15
What’s Digital Marketing Editor?
Designing “Digital Customer Journey”
Digital is not an appendixIt’s restructuring of business
The World has changed
5.Social Media PR/CR6.e-magazine Editor7.China Syndication Editor8.Ecommerce Editor
13. Social Media Editor14. Editorial Coordinator15. Digital Marketing Editor
“Editor” has changed in 12 years
1.Magazine Editor2.Mobile site Editor3.Editor for magazine website4.Blogger
9. Localization Editor10.Media Solution Editor11. Content Curation Editor12. Web Magazine Editor
I am still “creating an inspiration” through media
Editor’s Note
What do you want to be in 10 years?
What do you want to be
in 10 years?
Planned Happenstance
Theory計画的偶発性理論
Planned Happenstance Theory計画的偶発性理論There is a belief entrenched in American culture that career planning Is a logical and linear activity...
We do not always need a plan to create a career.Instead, we need a plan to act on happenstance—to transform unplanned events into career opportunity.
If you’ve ever had difficulty with choosing or changing a career, or moving your business forward, it might mean you are trying to rely too much on figuring it all out instead of preparing for happenstance.
Planned Happenstance is both attitude that you gain and actions you take.It is the view that you can create opportunities by taking action on your curiosity and on chance events.
Planned Happenstance is not just luck or being in the right place at the right time.It is a conscious, purposeful, and on-going processthat will help you to build a more satisfying and fulfilling career.
5 traits to be developed1. 好奇心 [Curiosity]2. 持続 [Persistence]3. 柔軟性 [Flexibility]4. 楽観性 [Optimism]5. 冒険心 [Risk Taking]
Planned Happenstance
Theory計画的偶発性理論