Anne Driscoll Presentation
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When Free Isn't Free Enough - Transitioning from Free to Freemium in the Consumer Space
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Anne Driscoll Presentation
- 2. “FREE OF FREEMIUM, THINGS ARE STARTING TO LOOK UP AT NING” Taylor Bueley Forbes, August 20, 2010
- 3. Every group, business and organization needs a website.
- 4. Online users visit social networks in 2010 58% 2014201320122011201020092008 52% 58% 64% 65% 66% 61% 42% SOCIAL HAS GONE MAINSTREAM Source: U.S. Social Network Users, eMarketer – April 2010
- 5. Every website will be social.
- 6. NING MAKES IT EASY TO BE SUCCESSFUL • Creative freedom and control • Seamless social integration • Robust, scalable open platform • Turn-key monetization solutions • Powerful data and insights • Complete privacy control
- 7. THE WORLD’S LARGEST PLATFORM TO CREATE CUSTOM, POWERFUL SOCIAL WEBSITES
- 8. NING IS THE HUB OF YOUR WEB AND SOCIAL ACTIVITY
- 9. THE DECISION
- 10. NING CUSTOMERS @ APRIL 2010 15,000 325K / 1.1 million 80% 20% PREMIUM FREE (active/total) TRAFFIC
- 11. DIFFERENT CUSTOMERS …DIFFERENT NEEDS <5% Conversion to Premium Low Effective CPM Leverage Advanced Features & Customization FREE PREMIUM
- 12. OUR GOAL: Build the very best product for our customers and align our resources to support profitability.
- 13. ROLLOUT
- 14. 3 NEW PLANS FOR DIFFERENT CUSTOMERS 14
- 15. NEWS AND ANNOUNCEMENTS April 2010 August 2010 End to free networks April 15, 2010 Pearson Partnership June 24, 2010 New Revenue Channels June 16, 2010 Announce Plans & Education Sponsorship May 4, 2010 Mini Plus Pro Launch July 20,2010 WEGO Partnership July 19, 2010 Public announcements supported by •Steady Drumbeat of customer communications •New feature releases every 2 weeks •Ongoing discussions on our Creators Site
- 16. Finally! You guys are listening! Great decision and I can’t wait for the New Ning! We’ve got your back. Source: customer email
- 17. RESULTS
- 18. FOR US IT WORKS • Tied revenue to our customers’ success • Shed the cost and complexity of being an uber-publisher • Clarified our product position and target customer • Gave us the freedom to invest in building the BEST product for our customer
- 19. 74 million Source: Google Analytics Sep 15 – Oct 15 2010 CONVERTED NING CUSTOMERSMONTHLY UNIQUE VISITORS BY THE NUMBERS 70,000 MONTHLY NEW CUSTOMERS 5,000 90 % of our former traffic
- 20. A NEW ROADMAP & FOCUS Fast, reliable, cost-efficient infrastructure Network Creator control & visibility Engaging and delighting members Integrated monetization Platform access & 3rd-party connectivity
- 21. AN OPEN APPROACH TO INTEGRATION & PARTNERS SOCIAL INTEGRATION CUSTOM APPLICATIONS NING EXTENSIONS MOBILE PARTNERS INTEGRATED MONETIZATION ANALYTICS
Editor's Notes
- Creative freedom and control: Reflect your unique brand personality with zero coding skills• Seamless social integration: Facebook, YouTube, Twitter, blogs, and more• Robust open platform: Make your social website accessible on any website, create custom integra- tions. and make use of built-in cloud services• Powerful data and insights: Track member activity and measure ROI• Turn-key monetization solutions: Seamless ways to raise money and generate revenue• Complete privacy control: Make your social website private or public
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