Best Practices - Driving Web Traffic & Monetization With Widgets

April 2, 2008

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Agenda

• House Keeping• Introductions• NewsGator Widgets 101• Widget Best Practices • National Geographic Magazine

– Best Practices in Action• Learn More

Housekeeping

• Join the audio portion of this event– U.S. & Canada: 800.773.0519– International: 00+1 212.231.2900– Access Code: 9520114

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• Your lines are muted– Please ask questions via the chat window– We will address questions at the end of the

presentation

• After the webinar– A copy of the presentation slides will be sent to you

Introductions

Rob Covey Managing Editor/Creative Dir National Geographic

Jeff Nolan VP - SaaS NewsGator Technologies, Inc

Walker Fenton General Manager - SaaS NewsGator Technologies, Inc

NewsGator Widgets 101

Dynamic Content

Branded

• Improved Monetization • Increased Page Views• Higher CTRs• Dynamic Content

Social Interaction

Rate

Email

Share

Comment

Viral

Banners vs

Widgets

NewsGator Widgets101

Editorial Control

NewsGator Widgets101

low

high

low highVALUE

FR

EQ

UE

NC

Y

View the widget

Read article (click through)

Share content

Add the widget

Widget Best Practices

1. Cleary Define Your Objectives

Clearly Define Your Objectives

Sample Objectives Key Measurement

• Increase Online Traffic • Page Views• Click Through Rates

• Interact With Customers/Own The Conversation

• Other Interactions• Click Through Rates

• Syndicate Brand & Content To Other Sites/Locations

• Descendants / Placements

• Drive Ad Sponsorships • Ad/Sponsorship Dollars• Impressions• Click Through Rates

Examples…

Widget Best Practices

2. Know Your Audience & Select Relevant Content

Know Your Audience & Select Relevant Content

• Engage users with a variety of content types– Pictures– Video– Text

• Cater to the interests of users

• Encourage interaction• Use dynamic content• Provide localized

content

Widget Best Practices

3. Aggregate Content From Multiple Sources

Aggregate Content From Multiple Sources

• Content universe is larger than what you publish– Combine multiple content sources

• In-house• Syndicated

– Leverage NewsGator’s Discovery tools & Editorial Control• Whitelisted search • Control post level content within each feed

Examples…

Most popular

Search

Personalized

Widget Best Practices

4. Take Advantage Of Social Interaction

Take Advantage Of Social Interaction

• Interact & share content– Rate– Share– Email– Comment– IM– Send to mobile– Other (Digg, Del.icio.us)

Widget Best Practices

5. Use Prominent Site Placement & Broad

Distribution/Promotion

Use Prominent Site Placement & Broad Distribution/Promotion

• Placement– Keep front and center– Add to as many pages

as possible– Add to your navigation

menu– Add to blogs

• Distribution/Promotion– Ad Networks– Distribute to likeminded

sites, affiliates– Allow individuals to take

to start pages, social networks, etc.• Supports OpenSocial

– Promote through other marketing channels (blog, print, email, etc.)

Examples…

Examples…

Widget Best Practices

6. Monetize

Monetize Widgets

• Ad sponsorship– Pre-roll & Post-roll

video– Sponsorships– Ad Server

Integration– Pay per click

• Co-branding

Best Practices Summary

1. Clearly Define Your Objectives

2. Know Your Audience & Select Relevant Content

3. Aggregate Content From Multiple Sources

4. Take Advantage Of Social Interaction

5. Use Prominent Site Placement & Broad Distribution/Promotion

6. Monetize Your Widgets

Best Practices In Action

Audience Knowledge & Content Selection

• Readers value photography

• National Geographic brand tied to photos

• Puzzles are popular• Photo changes daily• Users contribute

photos

On-Site Promotion

• Add widgets to as many pages as possible

• Add navigation menu option on all pages

Co-Brand Promotion

• Increased web footprint– 19 co-branded widgets– Doubled number of

page views

• Drives interactions– Tampa Bay Online has a

5% click through rate(CTR)

Get Started Now

Co-brand YourShot puzzle widget

http://widgets.newsgator.com/cobrand-puzzle.aspx

Question & Answer Session

Submit questions via chat box in ReadyTalk

Learn More

Sign up for free trial

Visit http://widgets.newsgator.com

Thank You

Walker Fenton, General Manager – SaaSwalkerf@newsgator.com, 303.552.2025

Jeff Nolan, Vice President - SaaSjeffn@newsgator.com, 650.430.3947

Rob Covey, Managing Editor/Creative DirectorNational Geographic Magazinercovey@ngs.org, 202.857.7412

About NewsGator Software-as-a-Service

Full personalization

• Drives page views & site time• Increases ad/sponsorship opportunities• Extends reach & brand Mobile

NewsGator Platform

Editor’s Desk

Enrich/enhance content

Viral Syndication