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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.
      • Newspapers, internet and earning money
      • Hubert Diemel
      • Market Analyst, Wegener MediaVentions
      • Joost de Valk
      • Search Strategist, Onetomarket
      • The Netherlands
    • 3. 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…
    • 4. http://images.google.com/images? hl=is & q=Wegener &btnG=Leita+a%C3%B0+myndum&gbv=2
    • 5. 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
    • 6. 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
    • 7. 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
    • 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 ?
      • 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
    • 11. 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
    • 12. Cross-media Information campaign http:// www.flickr.com/photos/7521032@N04/1412172252 /
    • 13. 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
    • 14. 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
    • 15. Would you follow the lead ? http://www.flickr.com/photos/zen/268856737/
    • 16. 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
    • 17.  
    • 18. 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
    • 19. So, do we earn money with our online newspaper portfolio ?
      • YES we do
      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
      • 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
    • 22. 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
    • 23. What about ‘Alice’ http://www.flickr.com/photos/kirstiecat/2112154506/
    • 24. How to SEO a newspaper…
      • Most newspapers that go online are authorities in
      • and of itself
      • You “just” have to fix some technical issues
    • 25. How to SEO a newspaper…
      • After that it’s all about awareness and the
      • mindset
    • 26. First: the technical stuff
      • Getting the
      • front page
      • indexed is easy
      http://flickr.com/photos/hoder/9365819/
    • 27. Are your archives dusty?
      • But what about the
      • archives?
      http://flickr.com/photos/sigma/37083145/
    • 28. Links, links, links…
      • It’s all about (internal)
      • link structure
      http://flickr.com/photos/joshsommers/958642299/
    • 29. 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
    • 30. Show some results
      • 1,5 months after release of the “simple technical stuff”:
      • 40% traffic increase from organic search
    • 31. Tagging
    • 32. Use your network!
    • 33. Be aware of the competition
      • 5.7 million readers!
    • 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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