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Publishing Expo 2008 Presentation

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Fernando Samaniego's Presentation at Publishing Expo 2008 in Moscow: Vocento Online - From Player To Market Leader. Fernando Samaniego is an International New Media Consultant.

Fernando Samaniego's Presentation at Publishing Expo 2008 in Moscow: Vocento Online - From Player To Market Leader. Fernando Samaniego is an International New Media Consultant.

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  • OPENING First I would like to thank Publishing Expo for having invited me to address this audience. I will concentrate on explaining how to build a national leading position in internet starting from a week local network of local portals. I will use the Vocento group experience to illustrate it. Vocento is a1 billion euro Media Company from Spain and I managed all new media operations from 2004 until end of 2007.

Transcript

  • 1. Vocento Online: From Player To Market Leader Moscow, July 03 Publishing Expo 2008 [email_address] fernandosamaniego.com International New Media Consulting S.L.
  • 2. Spain and Russia
    • 504.645 km²
    • 45M
    • US$ 1.438.959 M
    • U$D 32.066
    • 21M
    SPAIN
    • 17.075.400 km 2
    • 142M
    • US$ 1.289.582 M
    • U$D 9.075
    • 29M
    RUSSIA Surface Population Gross domestic product Per capita income Internet users ‘07
  • 3. Situation in 2000 2000
    • Leader in regional press
    • 10 dailies
    • 500.000 copies per day
    • 2,2 million readers
    Local TV Radio Free Press Internet
  • 4. Threats To Local Press Readership declines Classifieds going online Smaller advertisers?
  • 5. Adaptation Of Commercial Organization
    • Early difficulties in commercializing new support:
    POSITIVE : Vocento had access to new advertisers Reps were not getting expected results Creation of regional commercial offices (CMs) Recycling of reps New reps hired
  • 6.
    • Newspapers, flourished in the XIX, boomed in the XX In the XXI they will play significantly different roles and will be smaller businesses.
    Papers performance follows the general PRODUCT CURVE Newspaper as Consumer Product Sales Volume Time Development Introduction Growth Maturity Decline
  • 7. Audience Evolution…
    • Readers did not have an only reason for dropping papers
    • When leaving newspapers they didn’t find a single substitute
    Newspaper reader leaves for
    • Therefore:
      • Papers will have to fight abandon with more than one single weapon . No silver bullet, but series of answers.
    Solution A Solution B Solution C … etc Solution D
  • 8. Audience Solutions AUDIENCE EVOLUTION AUDIENCE SOLUTION
    • CORE: maintain, increase if possible
    • MAINTAIN MASS MEDIA POSITION:
      • More relevant to community
      • More relevant to advertisers
    PROBLEMS OPPORTUNITIES … etc Newspaper consumer leaves for Solution A
    • Project A
    Solut. D
    • Project D
    Existing consumer New Consumer
    • Project B
    Solut. B
    • Project C
    Solut. C
  • 9. Competitive landscape in 2004: Big National Portals Large horizontal portals (generalist) OUR COMPETITORS One classifieds leader All large/strong projects were NATIONAL
  • 10. All large/strong projects were NATIONAL Competitive landscape in 2004 (cont.): Big National Portals Large Horizontal Portals (generalist) OUR COMPETITORS OUR STRATEGY Clear Classifieds Leader Local Portals Network Vertical Portals
    • +user oriented: JOBS
    • +statistics, infos: HOUSING
    • full car site:cont./used/new
    From LOCAL projects to NATIONAL brands
  • 11. 2004 : Strategic Vision FUNCTION CPM QUALITY AUDIENCE Traffic Generators Directioning of Segmented Traffic Directioning towards Transaction
    • Horizontal Portals:
    • News
    • Videos
    • Vertical Portals:
    • Thematic Sites
    • Virtual Communities
    Specialized Sites Classifieds E-COMMERCE - +
  • 12. Breaking News (loc. nat. internat.), TV Site(s), Vertical Contents, Soft + Hard Data Projects Technological Platforms Required Search E-commerce Mobile AdServer Editorial (CMS) Social Networks TV Platform B2C and C2C video Agenda Events, leisure
  • 13. First Dailies Online
    • Up to 2004 :
      • Offline culture was dominant
      • Little content update
      • Text dominated sites, little visuals
    • BEFORE:
  • 14. New Local Portals...
    • Portals should be leaders in their markets...
    • Centered on all things local
    • More interactive
    • More multimedia
    • Profitable!!
  • 15. New Local Portal
    • Examples of local interactivity:
      • Blogs
      • Forums
      • Local TV content
      • Surveys
      • Citizen journalism:
        • Information
        • Videos
        • Photos
      • Photo expose
  • 16. LOCAL NEWS JOBS CARS HOUSES WEATHER RESTAURANTS COMMUNITY GUIDES YELLOW PAGES EVENTS POLITICS GOSSIP CAR TRAFFIC…….. SELF MANAGED ONLINE COMMUNITIES
    • USERS’:
      • COMMENTS
      • THOUGHTS
      • OPINIONS
      • PHOTOS
      • VIDEOS…
  • 17. Thematic Portals
    • Dailies’ content is linked to thematic portals
  • 18.
    • Real Case in Spain
    • Power Ratio : establishes a relationship between a media audience and its income. For non leaders the ability to translate audience into money is low
    TOP TEN players: In Spain get 84% of advertising revenue
    • Leader in Finance: 0,3€ per monthly UU
    • Eighth player: 0,05€ per monthly UU
    Thematic Portals: Power Ratio
  • 19. Classifieds
    • Succeeding in classifieds in spite of late entry
    CLASSIFIEDS Specialized Traffic Segmented Ads Transactions
    • Acquisition of companies with strong potential:
      • NOW SECOND IN MARKET
      • FIGHTING FOR 2nd PLACE
      • QUICK INCREASE TRAFFIC & INCOME
  • 20. Increasing Profitability of Offline Classifieds + DAILY GENERALIST CLASSIFIEDS PORTAL THE GENERALIST PORTAL HELPS PAPERS AND VERTICAL CLASSIFIEDS SITES (CARS, EMPLOYMENT, HOUSING)
  • 21. Unique Users Growth, Nov. 04 - Dec. 07 342% Fuente Nielsen / NetRatings Netview Enlargement of sampling 152% EL MUNDO PRISA MARKET VOCENTO 461% 749% VOCENTO
  • 22. Revenues & Ebitda REVENUES (MM €) EBITDA (MM €) Source: Deloitte
  • 23. National Advertising
    • Ad server managed by Internet team
    • SME: separate sales teams
    National Advertising AGENCE
    • Direct Sales team
    • Sales marketing done for each sale
  • 24. Creation of a High Performance Team
    • Clear Mission , clear deadlines
    • Leader with previous experience and freedom to create team
    • Multidisciplinary team sharing vision Able to design strategy and implement
    • A certain margin of freedom for the team to develop own code
    How was Vocento able to grow so much on the internet?
  • 25. High Performance Team
    • Highly professional members
    • Belief in the importance of mission
    • “ Autonomy ” of team and individuals
    • Optimistic about results
    • Shared destiny and glory
    Example in cinema:
  • 26. Things Vocento did Well
    • Ackowledgment that Vocento wasn’t keeping up
    • Acceptance of creation of high performance team
    • Allocate resources for acquisition of classifieds companies
    • Modification of some commercial, technological and organizational aspects in spite of cultural changes implied
    Things Well Done
  • 27. Things We Would Do Differently
    • Give autonomy to the technical organisation in internet quicker
    • Improve internal communication
    • Etc...
    • Allow internet projects to organize commercially as competitors from start
    Things Learned
  • 28. Except for marketing, many cross media synergies are an illusion. Start-ups should not bother with them unless they consider them convenient. On Synergie s
  • 29.
    • Dream team:
      • Luis Andreu, Management
      • Juan Luis Moreno, Marketing
      • Miguel A. D. Ferreira/David Moreno, Thematic sites
      • Francisco Rubira, Classifieds
      • Roberto de Celis, Local Portals 
      • Carlos Ezquerro, Technology
  • 30. fs@fernandosamaniego.com