The key to Huffington Post's success

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Presentation of 3 Master in Management students about Huffington Post and the key to their success.

Presentation of 3 Master in Management students about Huffington Post and the key to their success.

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  • 1. PART 3
    WHEN A BLOG BECAME A NEWSPAPER
    Presentedby: AisteSlenyte Fátima Antelo Luz Parrondo
  • 2. PART 1: INTRODUCTION
  • 3. The Huffington Post - Breaking News and Opinion
    An American news website and content aggregating blog; a sophisticated system of aggregating content of its own and other sources
    Founded on May 9, 2005 by Arianna Huffington, Kenneth Lerer, and Jonah Peretti (left early on to work at BuzzFeed)
    After the first year, Huff Post began to branch out into areas beyond politics, as well as into media and entertainment
    Its first local version - HuffPost Chicago in 2008
    HuffPost New York in June, 2009
    HuffPost Denver in September, 2009
    HuffPost Los Angelesin December, 2009
    Features various news sources and columnists
    Uses social media devices/strategies
  • 4. Key Factors of Success
    Technological
    Advantage
    Kenneth Lerer:
    Idea to build a business around blogging community
    Old media ways were not meeting people’s need to connect  change of media landscape
    Sophisticated system of aggregating content (breaking news, comments);
    low-cost content (opinion); links
    Technology to get their work/site “out there in front of people”:
    Search optimization (SEO Strategies) &
    Headlining Content
    Careful Brand Management
    Arianna Huffington:
    Big personality
    Outsize public figure
    Connections, endless networking (adaptive to Web endeavors)
    Liberal version of Drudge Report (to fill a news webpage gap as liberal media; comparisons)
    Targeting people’s need to connect – blogging & community of comment (blogosphere w/ interesting voices)
    Social Networking (recommendations, internet marketing)
  • 5. “Triumph Of Packaging and Sensibility” (New York Times, Feb 2011)
    …turned out to be not just one thing, but a combination of features that together became
    a killer application
     “a mixture of advocacy and investigative in-your-face journalism”, Ken Lerer, 2009
    …built technology company as well as media company, the one that produced a profit in 2010!
    5 years
    Approx. $50 million in costs
  • 6. Connections
    Walter Leland Cronkite, Jr.was an American broadcast journalist, best known as anchorman for the CBS Evening News for 19 years.
    Ellen Degeneres,a stand-up comedienne, television host and actress.
    Nora Ephron, an American film director, producer, screenwriter, novelist, journalist, author, and blogger. She was invited by Arianna Huffington to write about the experience in the Huffington Post and now regularly blogs for the site.
  • 7.
  • 8. Current Situation
    Over 30 million visits a month
    On February 7, 2011, AOL acquired The Huffington Post for $351 million making Arianna Huffington editor-in-chief of The Huffington Post Media Group
    And last week(May 26, 2011):
  • 9.
  • 10. PART 1
    PART 3
    PART 2
    PART 2: SEO STRATEGY
  • 11. Search Engine Optimization (S.E.O.)
    Is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.
  • 12. Providevalue
    Use keywords – withinreason
    Catchy and descriptiveheadlinestogetattention
    Letreaders share links on social media
    Tagit!
    Link, link, link
    Picture it
    Polling
    Huff Po’s
    S.E.O.
    Strategy
    Source: http://solutionmarketingblog.com/2011/02/17/huffpost-solution-marketing-seo/
  • 13. PART 1
    PART 3
    Huff Po’s
    S.E.O.
    Strategy
    Source: http://www.nytimes.com/imagepages/2011/02/11/business/11search_graphic.html?ref=media
  • 14. 1
    2
    3
    4
  • 15. 6
    5
  • 16. 7
    Source: http://www.nytimes.com/imagepages/2011/02/11/business/11search_graphic.html?ref=media
  • 17. SEO in NUMBERS: We want to…
    Capture
    Source: http://stateofthemedia.org/2011/overview-2/key-findings/
  • 18. Be
    CTR
    Top Google Result
    Source: Search Engine Watch
  • 19. + ASPECTS:
    Impact upon driving traffic to news websites
    Source: http://weblogs.hitwise.com/heather-dougherty/2009/04/online_news_aggregators_friend.html
  • 20. PROBLEMS: Google
    Search Engine
    Market Share
    Source: http://searchenginewatch.com/author/1970/Danny_Goodwin
  • 21. PROBLEMS: Google
    SEO won’tworkforever
    Searchengines’ algorithm are gettingbetter
    Google’sownactions:
    • alteratingitsalgorithm, aiming a specificgoal:
    • 22. tokeeplow-qualitycontentfromcluttering up searchresults
  • PROBLEMS: Google
    Week-to-week pattern of referrals
    No sustained dropoff
    Why it might be?
  • 23. PROBLEMS: Bloggers
    $105m. Demand
    • 9,000 bloggers
    • 24. Blog’s Real Value?
    • 25. Overstimatingrevenuethatblogs’contentgenerates in terms of ad sales
    • 26. However, theybringvaluebyinfluencinghowmuchtraffic Google sendstotheotherparts of thesite
    • 27. Key role ensuring SEO drivenstrategydoesn’tbackfire
  • STRATEGY SWITCH
  • 28. STRATEGY SWITCH
    Loyal readers
    or followers
    On social networking sites
    Social
    Media
    Optimization
    (SMO)
  • 29. PART 1
    PART 3
    PART 2
    PART 3
    PART 3: SMO STRATEGY
  • 30.
  • 31. +
    OpenID
    OAuth Authorization Model
    Share your private resources stored on other site without having to reveal your user name and password
    Logging is one click ahead!
    Use an existing user name and password to log in
  • 32.
  • 33.
  • 34. Top 10
    Social Networks
    Source: Hitwise.com (visited 30/05/2011)
    http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
  • 35. Social Recommender Systems
    Brings together the opinions of large interconnected communities
    Supports filtering of large quantities of data
  • 36. Recommendation Approaches
    Content-based Filtering
    Keywords in article User’s taste
    Collaborative Filtering
    Other’s liking pattern User’s liking pattern
    Hybrid methods
  • 37. Recommendation Systems
    Create value-added relationship between the site and the customer
    Sites invest in learning about their users
    Custom interfaces that match customer needs
    Improve loyalty
    Improve trust
  • 38. Social Recommender Systems
    Social Media + Recommender Systems:
    • Social media introduces new types of public data and metadata:
    tags, ratings, comments, and explicit people relationships
    • Recommender Systems help to alleviate information overload by presenting the most attractive and relevant content
  • Recommendation Techniques (social media)
    • Entity Recommendation
    – Content recommendation
    – Tag recommendation
    – People recommendation
    – Community recommendation
    • Target audience
    – Recommendations for individuals
    – Recommendations for Groups or communities
    – Recommendations for everyone
  • 39. WHY 300 Million?
    A different concept of NEWS 
    A Social Newspaper:
    • Each reader has its own account
    • 40. You can have friends and check their activities
    • 41. You can keep track of your friends and followers comments
    • 42. You get badges depending on your level of activity inside the network
  • What are HuffPost Badges?
    To empower HuffPost readers and users
    they focus on three key areas:
    Connecting with others
    Engaging with our content
    Moderating our comments
  • 43.
  • 44.
    • They relied on user’s collaboration (Wikipedia)
    • 45. To ensure good content, they also hired their own staff
    A GREAT BALANCE to get news updated on regular basis
  • 46. WHEN A BLOG BECAME A NEWSPAPER
    Presented by:
    Aiste Slenyte
    Fátima Antelo
    Luz Parrondo
    THANK YOU
    FOR YOUR ATTENTION!!