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RIMC Iceland
 

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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RIMC Iceland RIMC Iceland Presentation Transcript

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