How to be an Internet Media Mogul Ben Gerholt (IDG / @teflon_king)

Mogul Time

?

Step 1: The Opportunity Old Media Control Money Power Local / National Consume New Media 1 Content-centric model Open Local / National / Global New media formats Interact 2 Audience-centric model Get control of an audience If only temporarily

Old Media

Control

Money

Power

Local / National

Consume

New Media

1 Content-centric model

Open

Local / National / Global

New media formats

Interact

2 Audience-centric model

Get control of an audience

If only temporarily

Step 1: The Opportunity Where’s the loot Advertising CPM growing - $ growing but share … Performance – share up, $ up Search… cash back Other … widget/gadget ads, mobile ads … Build a site and sell it Selling content to other Web sites / mobile services Selling content/services to readers

Where’s the loot

Advertising

CPM growing - $ growing but share …

Performance – share up, $ up

Search… cash back

Other … widget/gadget ads, mobile ads …

Build a site and sell it

Selling content to other Web sites / mobile services

Selling content/services to readers

In Australia, the new media moguls are …

Step 2: Business Models South Park episode 30 http://en.wikipedia.org/wiki/Gnomes_%28South_Park_episode%29 http://www.niallkennedy.com/blog/uploads/sp_gnomes.mov

South Park episode 30

http://en.wikipedia.org/wiki/Gnomes_%28South_Park_episode%29

http://www.niallkennedy.com/blog/uploads/sp_gnomes.mov

Step 2: Business Models Traditional Web 1.0 Web 2.0 Big Business 2.0

Traditional

Web 1.0

Web 2.0

Big Business 2.0

Step 3: Software Development Every major Web site develops custom software to some extent. As you grow it will become significant cost. And your competitive advantage. So understand software development. In depth. Or hire someone who does.

Every major Web site develops custom software to some extent.

As you grow it will become significant cost.

And your competitive advantage.

So understand software development. In depth. Or hire someone who does.

Step 4: Content Old: The stuff that fills the space between the ads. New: The only reason people come to my sites.

Old: The stuff that fills the space between the ads.

New: The only reason people come to my sites.

Step 4: Content Not all content is equal – invest in an appropriate mix. Evergreen Content Seasonal content The Long Tail Syndicated Web 2.0 / User Generated

Not all content is equal – invest in an appropriate mix.

Evergreen Content

Seasonal content

The Long Tail

Syndicated

Web 2.0 / User Generated

Step 5: Embrace ‘Web 2.0’ Content: $$$$: Video $$$: Audio $$: Text and photos $: Text FREE: Web 2.0 / User generated / Widgets / Gadgets Not a cure all

Content:

$$$$: Video

$$$: Audio

$$: Text and photos

$: Text

FREE: Web 2.0 / User generated / Widgets / Gadgets

Not a cure all

Mistakes

Mistake 1: Bad Design

Mistake 2: Too far in front Be ready for the future. But don’t expect revenues yet. Eg/ Mobile services WAP iMode Mobile video Location services

Be ready for the future.

But don’t expect revenues yet.

Eg/ Mobile services

WAP

iMode

Mobile video

Location services

Mistake 3: Ethics Repeat after me “ I will not indulge in behaviour that can get me in trouble with Google.” Your audience is savvy.

Repeat after me

“ I will not indulge in behaviour that can get me in trouble with Google.”

Your audience is savvy.

Mistake 4 Performance adverts and ad networks mean … I will make lots of money I will not need a sales team

Performance adverts and ad networks mean …

I will make lots of money

I will not need a sales team

Mistake 5: Traffic Don’t underestimate how much you will need to make a profit

Don’t underestimate how much you will need to make a profit

What would happen if … The Australian newspaper closes Google search site closes

The Australian newspaper closes

Google search site closes

ENDS