
f74e04b2ad52f71e155b809b76545be6.ppt
- Количество слайдов: 34
Newspapers ‘Alice in Wonderland’
Newspapers, internet and earning Hubert Diemel Market Analyst, Wegener Media. Ventions The Netherlands 2 money
Today's presentation Who we are Earning money with an online newspaper portfolio How did Wegener choose a SEM partner How to SEO a newspaper… 3
http: //images. google. com/images? hl=is&q=Wegener&btn. G=Leita+a%C 3%B 0+myndum&gbv=2 4
Who is ‘Wegener Nieuws. Media’ • Since november 2007 part of Mecom Group plc. • Regional newspaper publisher, the biggest in The Netherlands (circulation 860. 000) 7 online newspaper websites Unique Visitors 1, 6 million and Page 45 million per month Annual turnover € 668 million • Including • (STIR, november 2007) • 5 views
Who is ‘Onetomarket’ • Online marketing firm, since 1999 • Offices in Arnhem (NL), Barcelona (ES), Madrid (ES) and Berlin (DE) • More than 50 online marketing specialists • Speaking 8 languages natively • Services include: SEO, SEM, Link Building, E-Mail marketing, Online advertising, Reputation Management and online marketing consultancy 6
What is Wegener Media. Ventions • Wegener Media. Ventions is a central division responsible for business development, project management and support of the 7 online newspaper activities • We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas 7
Do we earn money ? http: //www. flickr. com/photos/hegarty_david/5 28598100/ 8
Would you buy an electric toothbrush ? http: //www. flickr. com/photos/[email protected] 06/43 9 / 9219823
Would you buy an electric toothbrush ? Supermarket test case, – toothbrushes and wine coolers – during 2 weeks online ads on 1 newspaper website Toothbrush, 50% discount Wine Cooler, x discount NO advertising in print NO prominent position in the Supermarket 10
Supermarket results Investment Supermarket: € Week 1: > 0, = 60 sold wine coolers Week 2: > 600 toothbrushes sold A very satisfied advertiser Contract until the end of 2009, worth € Success = online reach 11 40. 000, =
Cross-media Information campaign 12 http: //www. flickr. com/photos/[email protected] 04/1412 172252/
Cross-media Information campaign • Rebuilding the Deventer Hospital • Inform patients and interested parties – April 2007 / March 2008 • Monthly information page in our newspapers • Online special with up-to-date hospital and newspaper news • Availability of an CMS, for the hospital communications department 13
Cross-media results Investment Wegener € 1. 500 Banners and text links sold > € 12. 000 2 x video reports sold € 2. 000 Click ratio Banners 1% Success = online reach 14
Would you follow the lead ? 15 http: //www. flickr. com/photos/zen/2688 56737/
Would you follow the lead ? Co-ownership of the website Ben. Zeker. nl Comparison website with financial products Products: mortgages, loans, savings, insurances Model is ‘Lead-generation and Continuous newspaper clicks’ 50/50 ad-campaign Online ads on all 7 newspaper websites Start November 2007 16
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Lead-generation results (1 month) Investment Wegener: € 2. 500 total Unique Visitors 8. 000 and 3. 600 paid clicks Car insurance, 40 quotes Mortgages, 16 appointments with a broker We need to fine-tune and give continuous media attention to grow. Success = online reach 18
So, do we earn money with our online newspaper portfolio ? http: //www. flickr. com/photos/hegarty_david/5 28598100/ YES 19 we do
Search engine marketing partner 20 http: //www. flickr. com/photos/christianoneto/16409 57850/
The search for a SEM partner More visitors, more pageviews, more advertisers Better R. O. I. Timetable: 2007, SEO and SEA, optimization 2008, newspaper sites online, aggressive market approach 2009, strong advertisers 21 relationship with visitors and
The search for a SEM partner What is SEM, ask questions Visit experienced SEM users/companies and listen Invite 4 SEM companies for a pitch Why ‘One To Market’ – their Experience – their Motivation – their Price – Our gut feeling 22
What about ‘Alice’ http: //www. flickr. com/photos/kirstiecat/2112154506 23
How to SEO a newspaper… Most newspapers that go online are authorities in and of itself You “just” have to fix some technical 24 issues
How to SEO a newspaper… After that it’s all about awareness and the mindset 25
First: the technical stuff Getting the front page indexed is easy http: //flickr. com/photos/hoder/9365819/ 26
Are your archives dusty? But what about the archives? http: //flickr. com/photos/sigma/37083145/ 27
Links, links… It’s all about (internal) link structure http: //flickr. com/photos/joshsommers/958642299/ 28
Duplicate content While preventing duplicate content http: //www. google. com/search? q=intitle: %22 Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0 29
Be aware of the competition 5. 7 million readers! 30
The hardest part: 31
Make this guy http: //flickr. com/photos/ljesmith/292424850/ 32
Understand this 33 stuff
To rank well The newspaper has to become part of the web And not just an observer 34