Search & Social Strategy For Online Publishers

Search & Social for Online Publishers Acquisition, Conversion, & Retention

Publishing Goals
Audience / Page Views
Subscriptions / Users
Ad Revenues

Digital Publishing
Search Engine Optimization
Acquisition
Conversion
k
Social
Acquisition
Conversion
Retention

SEO - Acquistion
On Site
Unique Meta Info
Duplicate Content
Interlinking
k
Off Site
Backlink Profile

The Walled Garden

The Public Park

SEO - Conversion
k
First Click Free
k
To include highly relevant content in Google's search index.
To provide promotion and discovery for pulishers with restricted content.

Case Study: TheHeart.org
WebMD Property
Registration Wall Model
Implemented FCF in July 2009
Registrations > Doubled in 1 Week
Registrations Remained Constant

Social Media Optimization
Promotion
Widgets
APIs

SMO - Promotion
Social News Sites
Digg, StumbleUpon
Reddit, Propeller, Mixx, etc…
k
Content Strategy
Target Audience
Custom Content

Case Study: Sherweb
Hosting Company
Facebook Etiquette Blog Post
15,000 Uniques in 48 hours
50,000 Uniques over 1 Month

SMO - Widgets
Syndication
Brand Awareness
Backlinks

Case Study: Club Med
Embeddable Widget
4 Styles / 9 Content Categories
Install for Chance to Win Vacation
> 50 Blogs Installed Widget

SMO - APIs
Content Syndication
One-Click Sharing
User Engagement
Single Login
k
Data

SMO - Facebook Connect
Registration & Login
Access Real User Data
Choice of FB Features
Like Button, Share This, etc…
k
Social Graph

SMO - Facebook Connect
Lollapalooza: 99% morePage Views
Gawker: 45% increase in registrations week over week
Joost: 30% more videos,15% more comments, and 38% more friend invites.
-- Source: Facebook

Questions?
CT Moore
[email_address]
www.nvisolutions.com
@nvi

Search & Social Strategy For Online Publishers

by NVI on Jun 14, 2010

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Search & Social Strategy For Online Publishers — Presentation Transcript