Maven 1.0 Platform Launch - The Data is In
Hundreds of publishers watch Maven Founders Summit as James Heckman, Ross Levinsohn and Josh Jacobs present in May.
The data is in and results are encouraging. In late September, Maven launched its platform out of beta. Twenty-five channel partners are now live, millions of users are migrating and engagement is increasing materially. Fifty more “Mavens” are at various stages of integration on the road to the long-term goal of 1,000 professional channels and communities across 20 content verticals. Maven’s comprehensive platform is offered by invitation only to an elite coalition of independent publishers.
[UPDATE: Maven has acquired HubPages and Say Media and now serves over 90 million unique visitors]
Engagement uplift. After migrating to the Maven platform, consumer engagement uplift is significant -- a 71% increase within 30 days, with results tested against 2.5 million users. “Over time, we aim to increase engagement to three minutes per visit and early results indicate we’re headed that way. We believe the only way to measure product satisfaction is ‘engagement per visit,’ as other metrics like visit frequency and total time per month can be artificially inflated by remarketing cookies and buying traffic,” said Maven CEO James Heckman. High engagement numbers are coveted by major advertising brands.
Said KidsActivities.com founder Holly Homer: “Time spent on our channel has increased significantly since converting to Maven, up 33 percent on mobile and 100 percent on desktop. Maven’s community tools are the key -- our readers can write, contribute videos and photos, and respond in real time. It’s incredible to hear and see what’s on their minds.
“Since we migrated to Maven our average user session duration has doubled,” said Travis Maurer, CEO of The Weed Blog.
These engagement results are driven by Maven’s technology. Maven 1.0 includes:
- Professional content management tools
- Video platform, enabling instant publishing
- Social platform, including social syndication
- Dynamic RSS engine
- Integrated membership/subscription platform
- Native app for iOS, with channel-specific UX
- Sophisticated advertising architecture
- Direct messaging for users/editors
- Single proprietary platform with no plug-ins means higher performance
Other platform benefits. Maven architected the platform specifically for professionals. It’s not an open social platform, but focuses instead on expert-led community and professional content -- no external feeds. This pure environment also offers social engagement tools, within an undistracted, controlled environment for like-minded groups -- including a paid membership option. So far, Mavens love offering the best of both worlds to their followers:
“Maven replaced my ‘old school’ system of one-way communication and we’re now building a true ‘investor community,’” said Sean Hyman, founder of The Logical Investor. “I’m able to share written and video content, virtually in real time, while interacting seamlessly with members - which helped me sell $30,000 in memberships within 3 weeks of launch.”
Yossarian Johnson, founder of The Intellectualist, said, “The platform really is as good as advertised, very powerful, and Maven did all the heavy lifting to migrate. It's intuitive, easy to use for our members, and helps us by suggesting content to our followers. We found the Maven team highly responsive and professional which makes our jobs as publishers much easier.”
Audience is scaling. Maven’s monthly unique visitors are growing rapidly, now more than 2.5 million and without paid marketing or traffic acquisition -- 100 percent organic.
[UPDATE: Maven reported 3.6 million monthly unique visitors for October full month, quadrupling its traffic over September, and expects to reach 6 million in November]