About us Representative Clients: AB InBev Coca – Cola Deloitte GlaxoSmithKline Georgia Pacific Kimberly-Clark Lego Lufthansa Systems Oracle RBS SocieteGenerale Starbucks Volvo 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
Internet naming is changing too Today With New TLDs
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 ? Bentley.com One of the most famous luxury car brands in the world Established 1919 Developer of 3D CAD design software Established 1984
Names you can trust .deloitte .delloite Not allowed .deloite .deloittr
IP protection Improved marketing effectiveness
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
2/3 of online searches are driven by exposure to some form of off-line advertising and/or promotion.
INFLUENCERS BUYERS PARTNERS .brand URLs will create the bridge between off- and online media and simplify the search process with meaningful URLs
Desirability of short URLs Ease of entry Memorable Meaningful Simplifies search Brand engagement http//www.news.cnn news.cnn It’s estimated ~ 40% of Internet users access the web via a handheld device
Marketing challenges continuously evolve. Yet acompany’s brand will always remain the constant foundation and an equity driver for the business
Creating a digital anchor ATTRACT ENGAGE ACTIVATE ADVOCATE .brand can create the digital anchor for brands Anchoring customer connections and relationship for the brand across the engagement process Slide 15
Using .brand to connect audiences ATTRACT BUYERS ENGAGE INFLUENCERS ACTIVATE Brand Advocate ALLIANCES FIELD SALES PARTNERS Slide 16
Using .brand to connect audiences ADVOCATE ATTRACT ENGAGE ACTIVATE
Brand URLS to engage with customers ENGAGE ADVOCATE ATTRACT ACTIVATE Actual: www.budweiser.com/en/world-of-budweiser/mlb/default.aspx Better: heroes.bud
Timeline Applications Public Next chance to apply Application Period ICANN Communication Period Evaluation Delegation Jun 2011 2014 2015 2016 2013 Nov 2012 Jan 2012 Apr 2012 Unlikely to allow new applications Review strategy and make decision Prepare application(90 page document) Submit application RECOMMENDED ACTIONS Monitor and respond to other applications Update domain name and brand protection strategy
Courses of action Options Strategic Business Review Apply and withdraw (purely defensive) Don’t Apply (wait and see) Apply and begin using Key Consideration: Regardless of which option is chosen, it will be necessary to review and update your domain name and online brand protection strategy to prepare for the new landscape.
First round - companies with phonetically similar names could apply and could likely be awarded the name of choice. (neither would likely want to file an abjection due to cost) gTLD owner could object to subsequent round applications on the grounds of phonetically confusingly similar. Considerations
.com & others will continue to serve the mass market need .brand will provide an opportunity for market savvy enterprises Consumers will quickly learn and adapt Waiting to see could be costly – weigh business risk with brand equity The time to decide is today Will .brand edge out .com 22
Determine the strategy that’s right for your organization Select partners Get the application right Adjust brand strategy – online & offline Why Melbourne IT DBS and Partners: New gTLD imperatives Digital brand management experience Domain industry track record Industry affiliations and accreditations Global presence and capabilities
Trade names shown in this material are registered marks of their respective owners. . Example illustrations should not be construed to imply intent or interest by the company used as an example to establish a gTLD. Representation of trade names are purely to illustrate possible promotional application. Melbourne IT DBS makes no claims as to the accuracy of the information contained in this material. Material in this presentation has been edited from the live-presentation to protect proprietary information.
Sarah Langstone – Director of Strategic Partnerships, Verisign Jake Osborne – VP & Engagement Director, McCann WorldGroup Dr. Bruce Tonkin – co-chair, ICANN Today’s panel
Verisign 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.
McCann’s Approach Custom .brand TLD Strategy Discovery – Brand Ambition Business Goals Corporate Brand Strategy Brand Insight – “5 C’s” Key Audience Segments Key Insights: Category, Company, Customer, Culture & Connections Assessment – What are the opportunities for using a .brand TLD? Recommendation – How will the .brand TLD be applied across the engagement cycle?