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Monetization of Digital Channels Hec Montreal nov 2010
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Monetization of Digital Channels Hec Montreal nov 2010

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  • Ask the audience who they are? Relate stories to…
  • Fusion des médias
    Impresison de contrôle et de précision
    Timing
  • 85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
    619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
  • 85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
    619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
  • Insist on the top 3
  • 85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
    619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
  • Basically, social media is used for the same things businesses have always been after. It’s just the latest way to do it.
  • Basically, social media is used for the same things businesses have always been after. It’s just the latest way to do it.
  • Sonia
    Présentation rapide de NVI et Club Med:
    Club Med fête son 60e anniversaire en 2010; l’entreprise est donc un pionnier dans le domaine du voyage depuis les années 50. Elle compte des milliers de Gentils Organisateurs dans 80 Villages à travers le monde. TOUS LES BONHEURS DU MONDE
    NVI souffle ses 5 bougies cette année, et rassemble 50 spécialistes en référencement organique, payant et social, et en développement Web. PROFESSIONNELS, TECHNIQUES ET UN PEU DÉRANGÉS
  • Ça prend la slide des zones de G
  • IT, Marketing, Produit/Éditorial
  • IT, Marketing, Editorial-Content
  • BUT = intro with budget split slides, SEO in 2010, PPC in 2010, SEO vs PPC showdown + tips on both + business cases
    > Un changement drastique de vision s’impose
    > État du Search au Québec
    - Géo/Démo
    - Langue française: en avance sur nos cousins?- Parts de marché de Google / Yahoo / Bing!> SEO: Le référencement naturel en 2010
    - Indexabilité
    - Pertinence
    - Popularité
    - Top5 tactiques pour attirer des liens
    - L’approche holistique: marketing / éditorial / webmaster / SEO
    - Universal Search
    - Personalized Search
    - International SEO
    > PPC: Le référencement payant en 2010
    - Modèle dégressif
    - Retargeting / reciblage
    - Annonces sur mobile / iPad
    - Retour vers des campagnes « content »
    - Panoplie d’outils de gestion et de competitive intelligence
    > BUSINESS CASES
    - Site Québécois: Occasion Park Avenue
    - Site Canadien: Canpages & YellowPages
    - Site Mondial: Hosting.com
  • Email & BT does represent limited opportunities in terms of volume volume
  • Transcript

    • 1. 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 2010: MONETIZATION OF DIGITAL CHANNELS – WHY ARE THERE SO MANY MISSED OPPORTUNITIES? 1
    • 2. AGENDA 1. Social media v. Search 2. Search landscape in North America 3. Top 3 digital strategies to drive ROI 4. Conclusion 2
    • 3. SOCIAL MEDIA V. SEARCH…WHAT’S NEXT 3 Social Media ROI: Socialnomics
    • 4. QUESTION Is social media a Fad? 4
    • 5. QUESTION Will social media take over search? 5
    • 6. MICROSOFT & YAHOO’S WEDDING 6 •2009, Microsoft and Yahoo! announced that they had made a 10- year deal •Yahoo! search engine would be replaced by Bing
    • 7. MICROSOFT & YAHOO’S WEDDING 7 •Yahoo! will get to keep 88% of the revenue from all search ad sales on its site for the first five years of the deal, and have the right to sell adverts on some Microsoft sites •Yahoo! Search will still maintain its own user interface, but will eventually feature "Powered by Bing" branding
    • 8. Facebook and Bing’s Plan to Make Search Social 8
    • 9. 2015 TOP SEARCH ENGINE… 9 OR
    • 10. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER? 10 Search • Search represents over 41% of overall online revenue, 741 million $ • Over 110 million search engine queries a day • 77% of all Canadian Internet traffic starts from a search engine • 98% of online users rely on search engines to find websites Source : IAB 2010 & Comscore 2009.
    • 11. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER? 11 Search • 78% of Canadians online will use search engines to research online and offline purchases • 27% of those who researched product info online purchased online • 45% of those that searched for product information online still purchase via traditional retail Source : IAB 2010 & Comscore 2009. Few numbers increasing quickly…
    • 12. US FORECAST : INTERACTIVE SPEND FROM 2009 – 2014 12 Search Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .
    • 13. 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 13 ONLINE ROI ECOSYSTEM
    • 14. SEO v. PPC 14 Search Source : IAB 2010 & Comscore 2009.
    • 15. TRADITIONAL BUSINESS OBJECTIVES The channels evolve, but the business objectives do not. 15
    • 16. The Business Value of Social Media 16
    • 17. 17 4 UNIQUE WAYS TO DO SOCIAL MEDIA
    • 18. 18 SOCIAL NEWS OPTIMIZATION KEY FACTORS Content  Quality & enjoyment factor VS time taken to read Categorization  Popular categories / tags will bring more results Sollicitation  A key to reach a critical mass SOCIAL NEW OPTIMIZATION KPIs Traffic  UVs, Pageviews, recurring visits SEO  AVG Inbound links SNO KEY FACTORS & KPIs
    • 19. 19 WIDGET KEY FACTORS Usefulness  The widget has to fit a specific requirement of the market SEO friendliness  Widgets should pass linkjuice with targeted anchor text Quality  Nice enough to fit on tier1 blogs & websites Ease of installation  A Mommy blog should be able to install it WIDGET KPIs Reach  Global reach achieved by the # of sites with the widget installed Traffic  Pageviews generated on partner sites, clickthroughs to client site SEO  Often sitewide links with relevant anchor text WIDGET KEY FACTORS & KPIs
    • 20. 20 WIDGET EXAMPLE – CLUB MED
    • 21. SOCIAL MEDIA FOR SEO “101” 21 Search • You can maximize your blogging outreach & ROI by: • Doing Social News Optimization (SNO) on StumbleUpon, Digg, Reddit, etc. • Creating & promoting widgets
    • 22. THE SEO & PPC MISMATCH 22 Search The Traffic Mismatch “ 7.3x more traffic in SEO vs PPC ” Reality vs Opportunity •PPC is easier to setup •PPC generates immediate return •PPC has no competitive advantage The Budget Mismatch: “ More than 85% is invested in PPC ” Reality vs Opportunity • SEO’s results need 3-9 months • SEO 2X, 5X, 10X…long term return • SEO skips the middle man (Google) Source : Enquisite 2010.
    • 23. PPC “101” 23 Search • Outsmart other advertisers bids & ad creatives with technology & grey matter • Control and optimize the whole conversion funnel to decrease CPA • Best short term ROI
    • 24. SEO “101” 24 Search INDEXATION + RELEVANCY + POPULARITY • Removing any hurdle to the crawlers is key for a perfect indexation • Map your site architecture in accordance with semantic verticals to reach ideal relevancy • Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity
    • 25. Smaller corporate structures & fewer departments involved  Agile development, faster release cycles, business model flexibility Less aversion to risk (need to catch up with the leader)  Easier to make room for SEO to bridge gaps between them and the leading brand Faster access & bigger impact on board / key decision makers  SEO represents a bigger chunk of the company’s overall budget RUNNER-UP INSIGHTS - PROS Leading Brand vs Runner-up
    • 26. Several existing properties to spread existing linkjuice  Need to create a global strategy to maximize each property  Biggest competitive advantage to leverage against runner-ups LEADER INSIGHTS-PROS Leading Brand vs Runner-up
    • 27. CANPAGES.CA (2/2) 27 NVI SEO Case Study Traffic increased from 30,000 to 3,000,000 per month in unique organic visitors (from 2008 to 2009). Business directories: In 2008 Canpages’ traffic represented 1% of Yellow Pages’ online French & English directories’ unique traffic. By 2009, that percentage had grown to 46%. (Figures are noted as documented on the adjacent chart). Achieved major indexation of Canpages.ca (millions of merchant pages were indexed through the onsite SEO process compared to a few hundred prior to NVI’s involvement). RESULTS
    • 28. LEADER – 2009 & 2010 28 Business Cases Key factors • Web Dev = with a external 3rd party • Less onsite SEO elements implemented per month • Access only to the VP Digital • Had to hire a SEO director to accelerate implementations • Took longer to build momentum as many transitions occured Results • Organic Traffic increased from approximately 3.00M to 4.5M organic visits per month (from mid- 2009 to mid 2010). • The company still has to implement several recommendations
    • 29. SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT 29 Search Results vs. expectations for digital marketing compaigns Source: © Copyright FORBES 2009
    • 30. SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS 30 Search Most effective digital marketing tools for generating conversations Source: © Copyright FORBES 2009
    • 31. WHY ARE THERE SO MANY MISSED OPPORTUNITIES? • There are 100 ways to make money in the digital era & 3 types of players • Too many are still standing still, afraid of change, losing market share • Too many others are constantly trying every options with miss a large portion of the low hanging fruit • My recommendation is to follow the current winners of this industry. The ones focusing and maximizing every dime from the top highest return channel as of today. • Only once the return is optimize, should you look for other options. 31
    • 32. WHAT’S NEXT? The Future of Mobile Media a 32
    • 33. THANK YOU! 33 JEAN-FRANÇOIS LEDUC CRO - CHIEF REVENUE OFFICER JFLEDUC@NVISOLUTIONS.COM linkedin: http://ca.linkedin.com/in/jfleduc My Twitter: http://twitter.com/jfleduc

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