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RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
RIMC Iceland
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RIMC Iceland

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How does Wegener make money online, how did they choose a SEM partner, and how did that SEM partner, being Onetomarket, optimize their newspaper sites.

How does Wegener make money online, how did they choose a SEM partner, and how did that SEM partner, being Onetomarket, optimize their newspaper sites.

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  • Transcript

    • 1. Newspapers ‘Alice in Wonderland’
    • 2. <ul><li>Newspapers, internet and earning money </li></ul><ul><li>Hubert Diemel </li></ul><ul><li>Market Analyst, Wegener MediaVentions </li></ul><ul><li>Joost de Valk </li></ul><ul><li>Search Strategist, Onetomarket </li></ul><ul><li>The Netherlands </li></ul>
    • 3. Today&apos;s presentation <ul><li>Who we are </li></ul><ul><li>Earning money with an online newspaper portfolio </li></ul><ul><li>How did Wegener choose a SEM partner </li></ul><ul><li>How to SEO a newspaper… </li></ul>
    • 4. http://images.google.com/images? hl=is &amp; q=Wegener &amp;btnG=Leita+a%C3%B0+myndum&amp;gbv=2
    • 5. Who is ‘Wegener NieuwsMedia’ <ul><li>Since november 2007 part of Mecom Group plc. </li></ul><ul><li>Regional newspaper publisher, the biggest in The Netherlands (circulation 860.000) </li></ul><ul><li>Including 7 online newspaper websites </li></ul><ul><li>Unique Visitors 1,6 million and Page- views 45 million per month (STIR, november 2007) </li></ul><ul><li>Annual turnover € 668 million </li></ul>
    • 6. Who is ‘Onetomarket’ <ul><li>Online marketing firm, since 1999 </li></ul><ul><li>Offices in Arnhem (NL), Barcelona (ES), Madrid (ES) and Berlin (DE) </li></ul><ul><li>More than 50 online marketing specialists </li></ul><ul><li>Speaking 8 languages natively </li></ul><ul><li>Services include: SEO, SEM, Link Building, E-Mail marketing, Online advertising, Reputation Management and online marketing consultancy </li></ul>
    • 7. What is Wegener MediaVentions <ul><li>Wegener MediaVentions is a central division responsible for business development, project management and support of the 7 online newspaper activities </li></ul><ul><li>We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas </li></ul>
    • 8. Do we earn money ? http://www.flickr.com/photos/hegarty_david/528598100/
    • 9. Would you buy an electric toothbrush ? http://www.flickr.com/photos/7553795@N06/439219823 /
    • 10. Would you buy an electric toothbrush ? <ul><li>Supermarket test case, </li></ul><ul><ul><li>toothbrushes and wine coolers </li></ul></ul><ul><ul><li>during 2 weeks online ads on 1 newspaper website </li></ul></ul><ul><li>Toothbrush, 50% discount </li></ul><ul><li>Wine Cooler, x discount </li></ul><ul><li>NO advertising in print </li></ul><ul><li>NO prominent position in the Supermarket </li></ul>
    • 11. Supermarket results <ul><li>Investment Supermarket: € 0,= </li></ul><ul><li>Week 1: &gt; 60 sold wine coolers </li></ul><ul><li>Week 2: &gt; 600 toothbrushes sold </li></ul><ul><li>A very satisfied advertiser </li></ul><ul><li>Contract until the end of 2009, worth € 40.000,= </li></ul><ul><li>Success = online reach </li></ul>
    • 12. Cross-media Information campaign http:// www.flickr.com/photos/7521032@N04/1412172252 /
    • 13. Cross-media Information campaign <ul><li>Rebuilding the Deventer Hospital </li></ul><ul><li>Inform patients and interested parties </li></ul><ul><ul><li>April 2007 / March 2008 </li></ul></ul><ul><li>Monthly information page in our newspapers </li></ul><ul><li>Online special with up-to-date hospital and newspaper news </li></ul><ul><li>Availability of an CMS, for the hospital communications department </li></ul>
    • 14. Cross-media results Investment Wegener € 1.500 Banners and text links sold &gt; € 12.000 2 x video reports sold € 2.000 Click ratio Banners 1% Success = online reach
    • 15. Would you follow the lead ? http://www.flickr.com/photos/zen/268856737/
    • 16. Would you follow the lead ? <ul><li>Co-ownership of the website BenZeker.nl </li></ul><ul><li>Comparison website with financial products </li></ul><ul><li>Products: mortgages, loans, savings, insurances </li></ul><ul><li>Model is ‘ Lead-generation and clicks ’ 50/50 </li></ul><ul><li>Continuous newspaper ad-campaign </li></ul><ul><li>Online ads on all 7 newspaper websites </li></ul><ul><li>Start November 2007 </li></ul>
    • 17. &nbsp;
    • 18. Lead-generation results (1 month) <ul><li>Investment Wegener: € 2.500 total </li></ul><ul><li>Unique Visitors 8.000 and 3.600 paid clicks </li></ul><ul><li>Car insurance, 40 quotes </li></ul><ul><li>Mortgages, 16 appointments with a broker </li></ul><ul><li>We need to fine-tune and give continuous media attention to grow . </li></ul><ul><li>Success = online reach </li></ul>
    • 19. So, do we earn money with our online newspaper portfolio ? <ul><li>YES we do </li></ul>http://www.flickr.com/photos/hegarty_david/528598100/
    • 20. Search engine marketing partner http:// www.flickr.com/photos/christianoneto/1640957850 /
    • 21. The search for a SEM partner <ul><li>More visitors, more pageviews, more advertisers </li></ul><ul><li>Better R.O.I. </li></ul><ul><li>Timetable: </li></ul><ul><li>2007, SEO and SEA, optimization  </li></ul><ul><li>2008, newspaper sites online, aggressive market approach </li></ul><ul><li>2009, strong relationship with visitors and advertisers </li></ul>
    • 22. The search for a SEM partner <ul><li>What is SEM, ask questions </li></ul><ul><li>Visit experienced SEM users/companies and listen </li></ul><ul><li>Invite 4 SEM companies for a pitch </li></ul><ul><li>Why ‘One To Market’ </li></ul><ul><ul><li>their Experience </li></ul></ul><ul><ul><li>their Motivation </li></ul></ul><ul><ul><li>their Price </li></ul></ul><ul><ul><li>Our gut feeling </li></ul></ul>
    • 23. What about ‘Alice’ http://www.flickr.com/photos/kirstiecat/2112154506/
    • 24. How to SEO a newspaper… <ul><li>Most newspapers that go online are authorities in </li></ul><ul><li>and of itself </li></ul><ul><li>You “just” have to fix some technical issues </li></ul>
    • 25. How to SEO a newspaper… <ul><li>After that it’s all about awareness and the </li></ul><ul><li>mindset </li></ul>
    • 26. First: the technical stuff <ul><li>Getting the </li></ul><ul><li>front page </li></ul><ul><li>indexed is easy </li></ul>http://flickr.com/photos/hoder/9365819/
    • 27. Are your archives dusty? <ul><li>But what about the </li></ul><ul><li>archives? </li></ul>http://flickr.com/photos/sigma/37083145/
    • 28. Links, links, links… <ul><li>It’s all about (internal) </li></ul><ul><li>link structure </li></ul>http://flickr.com/photos/joshsommers/958642299/
    • 29. Duplicate content <ul><li>While preventing duplicate content </li></ul>http://www.google.com/search?q=intitle:%22Bush+fights+for+relevancy+in+last+state+of+the+union%22&amp;hl=en&amp;pws=0&amp;filter=0
    • 30. Show some results <ul><li>1,5 months after release of the “simple technical stuff”: </li></ul><ul><li>40% traffic increase from organic search </li></ul>
    • 31. Tagging
    • 32. Use your network!
    • 33. Be aware of the competition <ul><li>5.7 million readers! </li></ul>
    • 34. The hardest part:
    • 35. Make this guy http://flickr.com/photos/ljesmith/292424850/
    • 36. Understand this stuff
    • 37. To rank well The newspaper has to become part of the web And not just an observer

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