Search & Social Strategy For Online Publishers

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CT Moore, account manager for NVI presented at SES Toronto Search and Social Strategy for online publishers.

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  • NOW THIS IS THE BASIC STUFF: Doop Content: Canonical Tag Original blurbs/teasers No index
  • Search & Social Strategy For Online Publishers

    1. 1. Search & Social for Online Publishers Acquisition, Conversion, & Retention
    2. 2. Publishing Goals <ul><ul><li>Audience / Page Views </li></ul></ul><ul><ul><li>Subscriptions / Users </li></ul></ul><ul><ul><li>Ad Revenues </li></ul></ul>
    3. 3. Digital Publishing <ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>Retention </li></ul></ul></ul>
    4. 4. SEO - Acquistion <ul><ul><li>On Site </li></ul></ul><ul><ul><ul><li>Unique Meta Info </li></ul></ul></ul><ul><ul><ul><li>Duplicate Content </li></ul></ul></ul><ul><ul><ul><li>Interlinking </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Off Site </li></ul></ul><ul><ul><ul><li>Backlink Profile </li></ul></ul></ul>
    5. 5. The Walled Garden
    6. 6. The Public Park
    7. 7. SEO - Conversion <ul><li>k </li></ul><ul><li>First Click Free </li></ul><ul><li>k </li></ul><ul><li>To include highly relevant content in Google's search index. </li></ul><ul><li>To provide promotion and discovery for pulishers with restricted content. </li></ul>
    8. 8. Case Study: TheHeart.org <ul><ul><li>WebMD Property </li></ul></ul><ul><ul><li>Registration Wall Model </li></ul></ul><ul><ul><li>Implemented FCF in July 2009 </li></ul></ul><ul><ul><li>Registrations > Doubled in 1 Week </li></ul></ul><ul><ul><li>Registrations Remained Constant </li></ul></ul>
    9. 9. Social Media Optimization <ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>APIs </li></ul></ul>
    10. 10. SMO - Promotion <ul><ul><li>Social News Sites </li></ul></ul><ul><ul><ul><li>Digg, StumbleUpon </li></ul></ul></ul><ul><ul><ul><li>Reddit, Propeller, Mixx, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Content Strategy </li></ul></ul><ul><ul><ul><li>Target Audience </li></ul></ul></ul><ul><ul><ul><li>Custom Content </li></ul></ul></ul>
    11. 11. Case Study: Sherweb <ul><ul><li>Hosting Company </li></ul></ul><ul><ul><li>Facebook Etiquette Blog Post </li></ul></ul><ul><ul><li>15,000 Uniques in 48 hours </li></ul></ul><ul><ul><li>50,000 Uniques over 1 Month </li></ul></ul>
    12. 12. SMO - Widgets <ul><ul><li>Syndication </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Backlinks </li></ul></ul>
    13. 13. Case Study: Club Med <ul><ul><li>Embeddable Widget </li></ul></ul><ul><ul><li>4 Styles / 9 Content Categories </li></ul></ul><ul><ul><li>Install for Chance to Win Vacation </li></ul></ul><ul><ul><li>> 50 Blogs Installed Widget </li></ul></ul>
    14. 14. SMO - APIs <ul><ul><li>Content Syndication </li></ul></ul><ul><ul><ul><li>One-Click Sharing </li></ul></ul></ul><ul><ul><li>User Engagement </li></ul></ul><ul><ul><ul><li>Single Login </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Data </li></ul></ul>
    15. 15. SMO - Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul><ul><ul><li>Choice of FB Features </li></ul></ul><ul><ul><ul><li>Like Button, Share This, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social Graph </li></ul></ul>
    16. 16. SMO - Facebook Connect <ul><ul><li>Lollapalooza: 99% morePage Views </li></ul></ul><ul><ul><li>Gawker: 45% increase in registrations week over week </li></ul></ul><ul><ul><li>Joost: 30% more videos,15% more comments, and 38% more friend invites. </li></ul></ul><ul><ul><li>-- Source: Facebook </li></ul></ul>
    17. 17. Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>www.nvisolutions.com </li></ul><ul><li>@nvi </li></ul>

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