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About us

Melbourne IT DBS helps organizations manage, protect and optimize their brands online to maximize the value of their online assets

• #1 provider of digital brand management solutions• 3,500 clients, 602,000+ domains under management• Global scope – 15 offices in 10 countries, 220+ staff,

3500 clients• Successfully established the .biz domain via JV with

Neustar• Long-established partnerships with industry leaders

Representative Clients:AB InBevCoca – ColaDeloitteGlaxoSmithKlineGeorgia PacificKimberly-ClarkLegoLufthansa SystemsOracleRBSSociete GeneraleStarbucksVolvo

Internet naming is changing too

Top Level Domains.com .net .biz .info

Country Code Domains.fr .de .co.uk .com.au

Brand owners apply for and manage a portfolio of URLs in diverse TLDs

Top Level Domains.bank .music .shop .hotel .city .brand .anything

Marketers can own, manage and control their unique name space

Today

With New TLDs

Logical organization

.canon .hitachi

.berlin.nyc

.deloitte

.london

brand:

place:

category: .bank .jewellers .sport

.film .shop

community: .scot .mls .gay .bank

Extensive new gTLD naming possibility

…with restrictions − Country names and all 2 letter

combinations− 3 letter country abbreviations − No numerals allowed− Words deemed offensive

Nearly unlimited URLs for exclusive use

Name possibility

Reclaiming brand position on the web

Bentley.com

One of the most famous luxury car brands in the world

Established 1919

Developer of 3D CAD design software

Established 1984

.bentley ?

Names you can trust

.deloitte

.delloite.deloite.deloittr

Not allowed

IP protection Improved marketing effectiveness− Offline/online connection− Search engine optimization

Brand positioning Security New applications

The five reasons to get your own TLD

8

First the caveats− Subtle and elusive− Not immediate− Disconnection between actions and results− Results will vary

And one more− None of this stuff exists yet

Search engine optimization

9

Improved performance for entire TLD on key terms− Authenticity− Focus− Happens today

Better user of existing SEO techniques, such as− Keyword density in URLs− Second level domain optimization− Long tail optimization

Increased click rates in same position− Friendly URLs more clearly indicate content of page, fit entirely into display area,

and can be more inviting− Tantamount to rising in search position

Search engine optimization

10

World Federation of Advertisers− July 2011 member company survey− 45% of members intend to apply for one or more gTLDs

Melbourne IT conversations− More than 300 companies engaged

Verisign estimates− Up to 1500 applications− 2/3 will be brand names

Adoption

11

Brand engagement

• 2/3 of online searches are driven by exposure to some form of off-line advertising and/or promotion.

.brand URLs will create the bridge between off- and online media and simplify the search process with meaningful URLs

INFLUENCERS

BUYERS

PARTNERS

Desirability of short URLs− Ease of entry− Memorable− Meaningful− Simplifies search

Brand engagement

news.cnn

http//www.news.cnn

It’s estimated ~ 40% of Internet users access the web via a handheld device

Marketing challenges continuously evolve.Yet a company’s brand will always remain the constant foundation and an equity driver for the business

.brand can create the digital anchor for brands

Anchoring customer connections and relationship for the brand across the engagement process

ATTRACT ENGAGE ACTIVATE ADVOCATE

Creating a digital anchor

Slide 15

ATTRACT

INFLUENCERS

ALLIANCES

Brand Advocate

FIELD SALES

ACTIVATE

ENGAGE

PARTNERS

BUYERS

Using .brand to connect audiences

Slide 16

ATTRACT ADVOCATEACTIVATEENGAGE

•B2C

•B2B

•Family/Friends•Support Groups

•Associations

•Organizations

•Channel

• Marketing•Sales

•Brand Alliance

BUYERS

INFLUENCERS

ALLIANCES

PARTNERS

FIELD

Generate Interest and

Supports Decision Making

Introduces Brand,

Products, Services and

Create Familiarity

Provide Demonstration and Motivate

PurchaseStimulate,

Influence and Promote Advocacy

Using .brand to connect audiences

Slide 17

Brand URLS to engage with customers

Better: heroes.bud

Actual: www.budweiser.com/en/world-of-budweiser/mlb/default.aspx

ATTRACT ENGAGE ACTIVATE ADVOCATE

Timeline

Review strategy and make decision

Prepare application(90 page document)

Submit application

Monitor and respond to other applications

RECO

MM

END

ED A

CTIO

NS

Update domain name and brand protection strategy

Jun 2011

Jan 2012

Apr 2012

Nov 2012

ICANN Communication Period

ApplicationPeriod

Evaluation Delegation

2013 2014 2015 2016

Unlikely to allow new applications

Next chance to apply

Applications Public

Determine the strategy that’s right for your organizationSelect partnersGet the application rightAdjust brand strategy – online & offlineWhy Melbourne IT DBS and Partners:

New gTLD imperatives

Global presence and capabilitiesIndustry affiliations and accreditations

Domain industry track recordDigital brand management experience

Sarah Langstone – Director of Strategic Partnerships, Verisign Jake Osborne – VP & Engagement Director, McCann WorldGroup Dr. Bruce Tonkin – co-chair, ICANN

Today’s panel

Verisign - The Premier Registry Service for .brand

Verisign is the premiere category leading choice to manage the back-end registry services for .brand gTLD extension

Proven expertise as the largest registry in the world – managing .com and .net without fail for over a decade…

Connecting the sites that shape the world− Experience and tools connecting over 100 million url addresses − Managed the infrastructure for .com and .net at 100% availability for more than a decade.− We enable the promise of the Internet because these domains deliver all the Internet has to

offer.

Verisign

McCann’s Approach

Custom .brand TLD Strategy1. Discovery – Brand Ambition

Business GoalsCorporate Brand Strategy

2. Brand Insight – “5 C’s”Key Audience SegmentsKey Insights: Category, Company, Customer, Culture & Connections

3. Assessment – What are the opportunities for using a .brand TLD?

4. Recommendation – How will the .brand TLD be applied across the engagement cycle?

ATTRACT

ENGAGE

ACTIVATE

ADVOCATE