Marketing your brand in the changing internet landscape, Public Interest Registry

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  • In five years, .ORG nearly doubled in size.
  • In five years, .ORG nearly doubled in size.
  • In five
  • In five
  • In five
  • In five
  • In five
  • In five
  • Marketing your brand in the changing internet landscape, Public Interest Registry

    1. 1. u Public Interest Registry .ORG | .NGO | .ONG Marketing Your Brand in the Changing Internet Landscape Brian Cute @bcute17 | @PIRegistry | pir.org
    2. 2. u Public Interest Registry .ORG | .NGO | .ONG What’s changing?
    3. 3. u Public Interest Registry .ORG | .NGO | .ONG 27 years ago… .com .net .org .gov .edu .mil
    4. 4. u Public Interest Registry Today .asia .uk .biz .ar 250+ Million .info .fr Domain Names Registered .jobs .cn .nameOver 2.4 Billion .kr Internet Users .pro .hk .tel .my .xxx .vn .ORG | .NGO | .ONG
    5. 5. u Public Interest Registry .ORG | .NGO | .ONG What is coming in 2014? 1,400+
    6. 6. u Public Interest Registry .ORG | .NGO | .ONG Breaking down the new extensions GEO 71 BRANDS 663 .london, .paris .nike, .bmw, .skype COMMUNITY 84 .ngo, .gay GENERIC 407 IDNs 225 .web, .farm, .fun .佛山,
    7. 7. u Public Interest Registry .ORG | .NGO | .ONG Sounds interesting, but do websites matter anymore? So many ways to communicate today, i.e., social media.
    8. 8. u Public Interest Registry .ORG | .NGO | .ONG Do websites still matter? Question: Rank the following from most trustworthy to least. Trust Most Trust Least 81% chose an organization’s website as the most trustworthy place. 60% of respondents chose Twitter as the least. Caravan Research
    9. 9. u Public Interest Registry .ORG | .NGO | .ONG Major Sporting Event* 2012 vs. 2013 2012 2013 49% 40% 34% 31% 15% 9% Website Twitter 11% 11% Facebook www.marketingmag.com.au study during *Super Bowl 2013 None/Other
    10. 10. u Public Interest Registry .ORG | .NGO | .ONG WWW vs. Social Media Website for controlled brand experience Social media for starting an online conversations
    11. 11. u Public Interest Registry .ORG | .NGO | .ONG Three things you need to know 1. Domain extensions are either restricted (closed) or unrestricted (open) 2. New domains are launched in phases. 3. Are there added values to the domain?
    12. 12. u Public Interest Registry .ORG | .NGO | .ONG 1. Restricted (closed) or Unrestricted (open) restricted (closed) unrestricted (open) .ac.uk, .gov, .mil .com, .net, .org .nyc .eco .green .ngo .gay .quebec .med .lamborghini .web .home .online .place .live .news .sex .shop
    13. 13. u Public Interest Registry .ORG | .NGO | .ONG 2. Typical Key Launch Phases Get on the Trademark Clearinghouse (TMCH) now! Cost: $150 to register with TMCH + Premium $ Beat the rush, no TMCH required. Cost: Premium $ The “rush” is fair game for everyone. Cost: Market Price $
    14. 14. u Public Interest Registry .ORG | .NGO | .ONG Key Facts To Know Pre-Registration Pre-Registration ≠ Registration Cost: Nothing EOI Express of Interest = Information Cost: Nothing
    15. 15. u Public Interest Registry .ORG | .NGO | .ONG 3. “Added Values” to the Domain A. Validation Services B. Community Involvement C. Tools & Apps to elevate your online presence
    16. 16. u Public Interest Registry .ORG | .NGO | .ONG Back to managing your brand online .com .org
    17. 17. u Public Interest Registry Your web address serves a purpose http:// www.google.com .ORG | .NGO | .ONG
    18. 18. u Public Interest Registry Your web address serves a purpose .ORG | .NGO | .ONG
    19. 19. u Public Interest Registry There are others, microsoft.com .ORG | .NGO | .ONG
    20. 20. u Public Interest Registry There are others, gatesfoundation.org .ORG | .NGO | .ONG
    21. 21. u Public Interest Registry .ORG | .NGO | .ONG Online, you can create your house of brands.
    22. 22. u Public Interest Registry .ORG | .NGO | .ONG House of Brands Examples heart.org plan-international.org rsf.org goredforwomen.org wefightcensorship.org yourethecure.org powertoendstroke.org becauseiamagirl.org
    23. 23. u Public Interest Registry .ORG | .NGO | .ONG Back to managing your brand online .com .app .docs .lol
    24. 24. u Public Interest Registry .ORG | .NGO | .ONG So many choices, what should I get?
    25. 25. u Public Interest Registry Start Planning, Define Your Success Now 1. Easily Recognized & Remembered 2. Clarity of Message 3. Advances Your Business Goal Plan ahead, and remember… • • • • Restricted (closed) vs. unrestricted (open) New domains are launched in phases. Look for added values Website is a “controlled” brand experience! .ORG | .NGO | .ONG
    26. 26. u Public Interest Registry .ORG | .NGO | .ONG newgtlds.icann.org Marketing Your Brand in the Changing Internet Landscape Brian Cute pir.org @bcute17 | @PIRegistry | pir.org/contact

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