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Local Content & Monetisation – A View from Europe The local media landscape in Europe is unique in many ways and in particular is different to the US market. However, Google still dominates on the search side (both in terms of advertising and traffic volumes) in many European markets and is particularly strong in the UK. Yet Google is also a great source of traffic and revenue for many local publishers. In this panel we examine what makes local media different in Europe. We will explore how media owners are attracting users and growing traffic. Will look at innovative partnerships and business models. In addition we will discuss what strategies are working for attracting local advertising revenue and look at where growth is coming from 2010 and beyond. Moderator: Ben Barney, Akesios Panel: * Simon Greenman, MD – Online, European Directories * James Thornett, Development Manager Location Services, Mapping, BBC Local * Joachim Helfer, Müller Medien * Roland Bryan, Associated Northcliffe Digital
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Local Social Summit 2009
Local Content & Monetisation The View from Europe
Ben Barney [email protected]
#lss09
Google’s dominance
• Google has 70% market share in US
• In most European countries this rises to over 90%
• Google is a threat from a content perspective eg. News aggregation, 10 (7) pack of local businesses
• Publishers response is to resell AdWords or build their own competing pay per click platforms
*The Sunday Times, Hitwise
Social – Big Opportunity
Skype Facebook LinkedIn Twitter Yelp Qype
0
50
100
150
200
250
300
350
400
450
500481
300
5047
2510*
Total Active Users (m)
*Estimate – based on 0.8% Qype share in UK, and qype.co.uk received 80k uniques per month
Tapping into Usage
Source: http://www.informationisbeautiful.net/
• 75% of Tweets come from 5% of people
Tapping into Usage
Source: http://www.informationisbeautiful.net/
• Only 8% of Tweets are deemed “Good” and RT – worthy.
Tapping into usage
• Local social activity still focused on major conurbations
• No critical mass outside of these areas to create a useful service
Source: Qype Blog 12/10/09
Tapping into Usage
• Local social activity still focused on limited number of verticals
• No critical mass outside of these areas to create a useful service
Source: Yelp Metrics as of June 2009
Effectiveness
10% conversion rate from visits originating from
Facebook Ads (StoreQuest Self Storage)
Average campaigns result in CTR of 8 - 12%. Facebook Ads resulted in a 25% CTR.
(All Nippon Airways)
Over 12 months we generated nearly $40,000 in revenue directly from a
$600 advertising investment on Facebook.
(CM Photographics)
Akesios PlatformThe Akesios Platform – Making
Implementing New Products Easy for Publishers
Summarizing the Opportunity
• Google loves Social!– Factors to improve organic ranking for a local merchant
• Citations from major data providers eg. Yelp & Twitter etc• Ratings & Reviews; Google and 3rd Party• Video & Photos
• Enabling local merchants for social advertising– Opportunities for publishers to sell more 3rd party products to
tap into sites who are engaging with the local audience in innovative ways
• Publisher and social network content partnerships– Utilise their sales forces to increase content for each merchant.
Panelists
• Roland Bryan, Associated Northcliffe Digital• Simon Greenman, European Directories• Joachim Helfer, Müller Medien• James Thornett, BBC Local
Local Summit2 November 2009
Roland Bryan
Managing Director, Localpeople
Tel: 020 7 752 8466
Email: [email protected]
T: www.twitter.com/rolyb77
What is Localpeople?
Local, issue-based community sites
Users as the primary content creators
Targeted advertising products for local SMEs
Localpeople aims to address a consumer demand for local content in small communities …
Q: What Type of Area are you most interested in receiving local news and information about?
Q: How many people do you think of as living in this local community?
Q: Is there a single website that you feel provides you with all the local news & information you require?
Over 100,00050,000 and 100,000
30,000 and 50,00020,000 and 30,000
5,000 and 20,000Less than 5,000
My region 14%My county 9%
My city 18%
My town/suburb 36%
My village 10%
My ward/parish 9%
My street 5%
10%20,000 and 30,000
7%30,000 and 50,000
9%50,000 and 100,000
7%Over 100,000
5,000 and 20,000 33%
Less than 5,000 34%
Yes
No
Consumer appetite for local online propositions …
… allowing local people to debate / discuss issues that matter locally
Poorly served by news media today
… and a small business need for cost effective, targeted advertising space
2.6m small business advertisers in the UK
Average spend of £2k per year – giving a market opportunity of £5.2bn
Only 7% of spend currently online -- want to be online but do not know where or how
Most of these businesses want local advertising opportunities with low wastage
Few happy with range of local marketing opportunities available today
Localpeople wants to address this opportunity: online, low cost, response focused, low wastage
So how do SMEs currently spend their marketing budgets?
55
24
15
6
100
Total MediaSpend
Classifieds Non-SMEspend
Non-LocalSpend
Local SMESpend
Marketing Spend Mix in a Typical 20k Town100 = Total Spend in Town
Split of Local Spend, by Media Channel%
40%
24%
17%
10%
6%
3%YP / IYP
Press
Local Events / Sponsorships
Direct Mail
Online
Other
What do we need to do to increase local spend online?
Brand Awareness
Competitive Differentiation
Search / Find
Volume Drivers
Local Advertiser Objectives? Importance?Media
Supply?
Low
Med
High
High
High
Low
High
Low
Str
ateg
icTa
ctic
al
Examples
Door-drop
Local sponsorship
Door-drop
YP / IYP
2.0 Directories
Mobile??
Contact Details
Roland Bryan
Managing Director, Localpeople
Tel: 020 7 752 8466
Email: [email protected]
T: www.twitter.com/rolyb77
Moving into New Business Models
Simon Greenman, MD Online
European Directories
+44 208 987 8137
s.greenman @ europeandirectories . com
Introduction
Simon Greenman – MD Online, European Directories
European Directories: 2008 €800M local search and lead generation company
Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland
Have over 700,000 SMB customers serviced by over 2,500 sales representatives
Majority owned by Macquarie.
20Commercial in Confidence
Changing Search Behaviour Consumers
Internet and mobile usage are growing (location based)
Google is main entry to the web
Physical products: looking for a company Vs. looking for a product or service
Services: looking for a solution Vs. looking for a company
Search via verticals and social networks
Content needs to be rich, complete, and comparative
Strategy: generate local commercial search usage from multiple products and in multiple media to sell leads to our advertising customers:
yellow pages, white pages, verticals, IYP, search, SEM, social local… are the products and
print, online, mobile, satnav… are the media – not the business.
Skype – European Directories Strategic Partnership
Announced October 6th partnership with Skype
Objective is to help turn online search for businesses into calls to businesses
The new offering for Skype users: Skype has 480 million users globally
Those users can now call from Skype directly to participating European Directories advertisers
Using existing Skype Phone Number Recognition (PNR), Skype can recognise specific advertiser numbers on any web page and turn them into free business click-to-call buttons
Users do not need to have “Skype Out” credit to call
For advertisers: Get access to a huge Skype user base, without changing their telephone numbers
Have an opportunity to differentiate themselves from their competitors to generate greater call volumes.
22Commercial in Confidence
Skype – European Directories Strategic Partnership
23Commercial in Confidence
New Products - Werkspot.nl - RFP/RFQ Vertical
24Commercial in Confidence
• Market place for handymen - Projects ‘in and around the house’
• Number one in Netherlands
• App 4000 subscribers pay monthly fee
• Free for consumers
• 30,000 consumer projects in 2008
• Revenue growth - over 100% in 2009
• 25% EBITDA margin already in growth stage
• Plan to roll out into other markets
project request via email / sms
handymen bidding processaccept Y/N
New Social Local Products – Tupalo.com
25Commercial in Confidence
• Social local directory sites with large numbers of user ratings and reviews of businesses
• Launched in Austria and Netherlands with over 200,000 monthly unique visitors
• Will rollout out to other operating countries in Q4
• Made a small investment in Tupalo.com to bring more innovation into the European Directories “family.”
Summary
26Commercial in Confidence
Our business is Local Commercial Search and Lead Generation – not print or online
Consumer usage behaviour is changing – mobile, search, verticals, social local, content…
European Directories will offer new products on new media to stay relevant to the consumer
Our salesforces and customer relationships are our key competitive advantage. We can monetise both:
Our core products and usage
New products and even 3rd party usage and…
Superior execution of strategy and operations creates the opportunity for future revenue and profit growth.
27Local Social Summit – Museum of Contemporary Arts, London, November 3rd
Local Content & Monetisation – A View from a directory publisher
Joachim Helfer – Business Development Online – Müller Medien
28
The local aspect in the growing search business is getting more and more important
This market is dominated by performance-based business models
Global players such as Google, Yahoo and Microsoft rule the market
In the local area they are a threat to media companies, newspaper and directory publishersas well as TV and radio stations
Through a pure integration of 3rd party ad feeds we loose the
direct customer connection
Therefore the directory publishers decided to invest in the future:
Own entity
Own local search engine
Own search technology and index
Own PPC-based ad-platform
Own network of local websites
Own new performance-based products and teams
Strategic decision of the directory publishers in Germany
29
The three pillars of success
SA
LES
TEC
H
NETW
OR
KS
30
Local sales people with regular customer contact
Integration into traditional sales cycles, infrastructure
Backup by special sales force
Product Concepts
Click packages like flat fee models
Budget based campaigns as the next level
Online Presence with Profile pages
Combined with online directory offerings
Tracking & Reporting
Training the sales force to
Think online, Live online, Work and sell online
Customer Retention with online marketing seminars
Success Factor Sales
31
Success Factor: Networks Nucleus is high quality local search index + map
Combined content and monetization distribution
Online directories, local search, classifieds, etc.
Sub-networks of local publishers
Additional network of profile pages
Network reach currently 40 MM searches
Customer Base approx. 6,000+
32
Success Factor Technology Controlling of own auction-based ad platforms
License of Fast AdMomentum/ Microsoft
Development of specific widgets
Blending of ad feeds
Configuration wizard
Geo-coding for mobile navigation
Market place for exchange
Status as „Beta customer“
Co-Founder of local search group
Exchange and support of new developments
Official X10partnership for AdMomentum in the
D-A-CH region
33
Examples of our social marketing platforms
34
TrustYou.com
35
123people
36
Dealhamster.com
37
Billiger.de
38Local Social Summit – Museum of Contemporary Arts, London, November 3rd
Thank you for your attention! mailto: [email protected]
Future Media & Technology BBC MMIX
James ThornettExecutive Product Manager, Local & Location ServicesBBC Future Media & Technology
Future Media & Technology BBC MMIX
Future Media & Technology BBC MMIX
Future Media & Technology BBC MMIX
Future Media & Technology BBC MMIX
Engaging local audiences
Future Media & Technology BBC MMIX
“Please enter your postcode”
Q&A
2010 Predictions
• Roland Bryan, Associated Northcliffe Digital• Simon Greenman, European Directories• Joachim Helfer, Müller Medien• James Thornett, BBC Local
Thank You