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Overview of CBSi business & technology network (with websites such as ZDNET, BNET and Tech Republic), Direct Marketing solutions, Events & Market Research offering.
Citation preview
February 2011
Mark van den Haak
Business Marketing Solutions Introduction
» CBS Interactive Portfolio
» The CNET Direct Database
» Our Services & Solutions● Email Marketing● Teleservices● Interactive solutions
Agenda
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● Interactive solutions● Integrated Lead Generation Packages
» Events & Market Research
#1 ONLINECONTENT NETWORK202M
CBS Interactive Media Overview
3
MONTHLY UNIQUE VISITORS
A TOP 10GLOBAL MEDIA
PROPERTY
202M
CBSi Business Global and local community resources
GLOBAL ZDNET - 12 MILLION MONTHLY UNIQUE BROWSERS*
China
GLOBAL TECH REPUBLIC - 3 MILLION MONTHLY UNIQUE BROWSERS*
Japan
Korea
.nl
.de
4Source: * ZDNet Internal site data 2010
Source: **Market Intelligence March 2010
Taiwan
GLOBAL BNET - 8 MILLION MONTHLY UNIQUE BROWSERS*
SportsGames, Music
& LifestylePersonal Tech EntertainmentBusiness
& Biz Tech
Premium Content Experiences People CraveOnline Media Portfolio
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CBS Business & Biz Tech for business professionals who are passionateabout keeping informed, building knowledge and sharing insights
ZDNet has the largest online audience of business technology decision makers and influencers locally, regionally and globally.
ZDNet delivers unparalleled access to global and local business technology content that is dynamically driven by the needs and interests of our
Where technology means business
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the needs and interests of our audience.
ZDNet leads the way in creating market first programs to achieve outstanding results for our clients.
77% of the ZDNET audience are
involved in purchasing decisions (set budget/strategy, recommend, approve/make)
Gives marketers access to an engaged IT audience actively seeking solutions to technology or business problems.
Offers an ideal setting for marketers to align themselves with informative content on current technology topics.
Real world. Real IT.
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Time saving content for IT managers including presentations to educate end users, ready-to-use policies to enforce IT security, customizable forms, and checklist for work management.
83% of the TechRepublic audience
are involved in purchasing decisions (set budget/strategy, recommend, approve/make)
The go-to-place for management
BNET is the country’s largest online destination for practical, actionable management advice to drive business success and professional growth.
BNET reaches action-oriented business leaders who proactively seek ideas and solutions – from the corporate executive to the small business owner.
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77% of the BNET audience are
involved in purchasing decisions (set budget/strategy, recommend, approve/make)
executive to the small business owner.
BNET delivers results through custom programs matched to your specific target audience across any company size, job function and industry vertical.
,
CBSi Business Network: key local statistics
• 1.26m page views per month1
• 399,000 Australian monthly unique visitors3
• 15,000 video streams a month
• 663,000 page views per month1
• 200,000 Australian monthly unique visitors3
• Average time spent per
• 840,000 page views per month1
• 370,000 Australian unique visitors per month1
• 17,000 registered
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month2
• Over 4,500 talkbacks per month2
• Over 60,000 whitepapers viewed and 3,000downloaded each month2
• Over 700,000 search engine referrals every month2
• Average time spent per visit: 3 minutes1
• Average time spent per visit: 2 ½ minutes1
• Over 120,000Downloadable assets
• Over 350,000 video streams a month
• The world’s largest technology whitepaper directory with over 55,000 assets and 500,000 downloads per month
• 17,000 registered newsletter subscribers2
• Over 400,000 search engine referrals each month2
• Over 3,000 subscribers to BTalk podcast2
• 12 industry news and insights channels
• Average time spent per visit: 3 minutes1
CNET Direct: Overview of Direct Marketing
solutions
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The Database
Search & Social Networks
Local CBSSite Members
Global CBSSite Members
Telephone Acquisition
» 100% third party opt-in email
» Real-time unsubscribes and purging of non-respondents
» Frequency capping, refresh and enrichment
» Creative optimised for all site users, email clients and smartphones
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Networksemail clients and smartphones
» Target by job function, industry, company size and state
» Mining of interest categories and behaviors
162k ANZ Contacts
1.7m APAC Contacts
6.5m Global Contacts
Target Audience ANZ
Relevant roles across all IndustriesSmall
Business <49 emp
Mid Market 50-499
Large Enterprise 500> emp
TOTAL
Senior IT/IS Execs, (CIO, CTO, CSO, MIS) IT Director, Head of IT & IT Managers 6,434 3,740 4,653 14,827
IT Infrastructure, Network, Security, Datacenter, Voice, Database & eBusiness Managers, Architects, Analysts, Specialists & Administrators
2,827 2,403 2,796 8,026
IT Service, Systems, Desktop, Hardware, Helpdesk & Technical Support Managers, Supervisors & Engineers
3,177 1,779 2,416 7,372
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Supervisors & Engineers
Development, Application, Software & Web Managers, Architects, Developers & Testers 4,289 1,929 2,511 8,729
Senior Corporate Execs, (Owner, Partner, CEO, CFO, COO, CMO, SVP, VP, MD, GM & Directors) 3,752 1,174 1,248 6,174
Line of Business Managers, Finance, Sales, Marketing, Service, HR, Legal & Operations 7,240 3,033 3,650 13,923
Other Business & IT Roles (inc Consulting, Reseller, Education, Medical & Government Titles) 8,720 4,745 4,498 17,963
TOTAL BUSINESS CONTACTS 36,439 18,803 21,772 77,014
Consumers, Home Office & Prosumers 85,699 85,699
Target Audience APACRelevant IT & Biz roles across
all co sizes and industriesINDIA SG MY TH PH INDO VT HK CH TW KR
Senior IT/IS Execs, (CIO, CTO, CSO, MIS) IT Director, Head of IT & IT Managers
29,709 8,954 7,367 3,133 5,169 4,938 1,212 3,918 16,490 6,851 8,560
IT Infrastructure, Network, Security, Datacentre, Voice, Data & eBusiness Managers, AnalystsArchitects, Specialists & Admin
28,621 4,961 4,581 2,115 5,417 4,267 1,217 2,072 18,321 5,295 8,422
IT Service, Systems, Desktop, Helpdesk & Technical Support Managers, Supervisors & Admin
15,272 4,647 4,230 1,483 5,461 2,675 652 1,397 13,639 5,443 20,630
Development, Application,
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Development, Application, Software & Web Managers, Architects, Developers &Testers
36,576 5,734 4,943 2,135 5,066 3,741 1,091 2,212 15,163 4,839 5,817
Senior Corporate Execs (Owner, Partner, CEO, CFO, COO, CMO, SVP, VP, MD, GM & Directors)
9,117 5,710 3,794 1,352 2,523 1,786 453 1,903 15,688 9,208 4,555
Line of Business Managers,Finance, Sales, Marketing, Service, HR, Legal, Purchasing & Operations
21,738 7,904 6,037 1,986 4,598 2,797 1,143 2,590 50,408 6,469 2,553
Other Business & IT Roles (inc Consulting, Reseller, Education, Medical & Government Titles)
19,647 3,250 4,076 1,848 3,388 2,483 1,342 1,721 46,542 6,144 7,550
TOTAL CONTACTS 160,680 41,160 35,028 14,052 31,622 22,687 7,110 15,813 176,251 44,249 58,087
Consumers & Home Office 212,604 42,823 75,959 41,574 92,327 56,197 42,747 20,996 84,778 30,399 62,311
Premium Content Experiences People CraveServices & Solutions
» Lead Generation, Qualification and Management
» Online Community Engagement and Development
» Branding, Education and Product Launch
» Event Audience GenerationCampaignReporting
List Rental & Email Delivery
IntegratedTelemarketing
CampaignDesign
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» Event Audience Generation
» Customer Profiling and Opt-in Acquisition
» Market Research and Analysis
» Video, Podcast and Whitepaper Production
ReportingDesign
InteractiveProduction
CampaignManagement
Email Marketing
» Analyst Reports and Whitepapers
» eBooks & eSurveys
» Business and Best Practice Guides
» Resource Centers and Toolkits
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Toolkits
» Video, Podcasts and Webcasts
» Events, Demos and Trials
» Offers, Games and Competitions
Teleservices
» 250 seats across 8 key APAC and EMEA locations
» 100% dedicated to the IT industry with professional tech savvy operators
» Comprehensive scripts, FAQ’s and training by dedicated campaign managers
» Latest call technology, tracking and management systems
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» Latest call technology, tracking and management systems
» Delivery of high volume engagements to high end leads
» Leverage incremental response from primed email contacts
» Generate highly qualified and nurtured sales leads
» Event audience generation
» Database refresh and contact acquisition
Interactive Solutions
eSurveysResource & Community Sites
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Video & WebcastseBooks
Integrated Lead Generation
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Campaign Workflow
CNETDatabase
eDMCampaign
RegistrationMicrosite
ResourceMicrosite
List Washing
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TelemarketingTo non email respondentsto generate registrations
& qualified leads
TelemarketingTo verify registrants and
further qualify leadsQC & Data Transfer
Email and Telemarketingregistration data qualitychecked, leads gradedand data transferredto client or partners
for follow up
Follow up EmailTo telemarketing
respondents with link toresources
ClientDatabase Tracking
To monitor the resourcesregistrants viewed
Lead Types
Qualified Lead CPLBANT (Budget, Authority, Need & Timeframe) or Screened Leads (POR)
Nurtured Opportunity CPOA nurtured sales opportunity or appointment scheduled (POR & Pilot)
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Basic Engagement CPE Standard contact details data capture, co size or industry & opt-in/out
Profiled Engagement CPPIncludes 2 to 4 questions to uncover projects, challenges and needs
Premium Content Experiences People CraveLead Data Capture
Basic engagements (contact details only):
» Full name, job title, company name, full address, telephone number and email address
» No of employees or industry vertical
» Opt-in or opt out for further client emails
Profiled engagements (max 3-4 questions):
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» Number of network users, PCs, servers, branches, mobile workers or volume of data
» Name, vendor or type of current infrastructure or solution
» Timeframe to upgrade, replace, purchase, project or evaluate
» Current challenges, pain points, issues, priorities, areas of interest or objectives
» Role in the decision making, influence, purchase, evaluation or implementation
Extended Campaign Workflow
CNETDatabase
ClientDatabase
Registration
Telemarketing to primed non
Viral Resource Site
Interactive
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to primed non respondents
Online Newsletter
placement and targeted ads
Search & Social Opportunities to
leverage campaign
Follow up
Emails
QC, Reports & Data
Transfer
Events & Market Research opportunities
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» ZDNet Australia delivered a live broadcast panel event called TechLines, which revolved around the theme "Email is Dead".
» Bring events online and extend events shelf life and reach under your target audience.
» Peak live audience of 2,000 , 7,000+
Event programs such as TechLinesEvent programs such as Techlines
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» Peak live audience of 2,000 , 7,000+ total views with an average stream length of 31 minutes.
» Strong social media integration: Over 750 tweets from the #tlineshash tag on event day
» 342% increase in unique visitors to sponsor website
» Event coverage in IT Journo, mUmBRELLA, Stilgherrian, Mediaweek, 4 screenings on CNBC,
IT Priorities 2010
» The largest survey of business technology decision makers in 2010
» 1310 respondents, nearly half of which influence IT purchases (58.1%) and over a third are the final IT decision makers (33.9%)
» Nearly half (45.4%) of respondents say that their IT budget has increased
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say that their IT budget has increasedover the last year.
» The lowest priority for 2010 was Green initiatives with the highest priority being Meeting Customer/Partner Expectations.
» Top IT challenges for 2010:
● Protecting and securing the network
● Business continuity
● Improving service responsiveness
Thank you!
Mark van den HaakSenior Account Manager02-8514 9930mark.vandenhaak@cbsinteractive.com
26Copyright © 2009 CBS Interactive, All Rights Reserved
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