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Digital publishing from Econsultancy

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Digital publishing business models - a taster of Econsultancy's Digital Publishing MSc from Craig Hanna and Tim Tucker

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Digital publishing from Econsultancy

  1. 1. Digital Publishing Business Models Specialist Media Show, May 2010 May 27, 2010 Craig Hanna & Tim Tucker
  2. 2. About Econsultancy <ul><li>Specialist publisher for the digital marketing, digital publishing and ecommerce sector </li></ul><ul><li>30% + average YOY growth for the last 4 years </li></ul><ul><li>2010 YTD = 70% YOY growth </li></ul><ul><li>35+ full time staff </li></ul><ul><li>Offices in London and New York </li></ul><ul><li>£1m+ EBITDA 2010 </li></ul>| Mar 2010 |
  3. 3. <ul><li>‘ To become THE indispensible resource for any digital marketing/publishing/ecommerce professional looking to have a successful career globally’ </li></ul>| Mar 2010 |
  4. 4. Question: How do publishers make money online? May 27, 2010 |
  5. 5. Answer: It’s complicated May 27, 2010 |
  6. 6. Content in a world of ‘free’ May 27, 2010 |
  7. 7. New publishing devices May 27, 2010 |
  8. 8. Content growth May 27, 2010 |
  9. 9. Online display advertising will not replace print revenues May 27, 2010 |
  10. 10. So is this the death of print media? May 27, 2010 |
  11. 11. | Mar 2010 | Revenue models 1.0 Ad funded User funded
  12. 12. | Mar 2010 | Revenue models 2.0 Ad funded User funded Service funded
  13. 13. | Mar 2010 | Advertising funded <ul><li>Display </li></ul><ul><li>Affiliate </li></ul><ul><li>PPC </li></ul><ul><li>Site sponsorship </li></ul><ul><li>Listings </li></ul><ul><li>Classified </li></ul><ul><li>Directories </li></ul><ul><li>Jobs </li></ul><ul><li>Email </li></ul>
  14. 14. | Mar 2010 | Advertising funded <ul><li>Targeted advertisements on niche websites are likely to receive a 32% better response rate than generic adverts on major sites. </li></ul><ul><li>This figure increases to an average 42% better response rate amongst 18 to 34 year olds. </li></ul>Source: Online Advertising Report 2010, Addvantage Media, March 2010
  15. 15. 05/27/10 Online Writing | Innovation in directories?
  16. 16. | Mar 2010 | User funded content <ul><li>Subscriptions </li></ul><ul><li>On demand </li></ul><ul><li>Pay as you go </li></ul><ul><li>Micropayments </li></ul><ul><li>Archive access </li></ul>
  17. 17. | Mar 2010 | User funded <ul><li>71% of global consumers say online content of any kind will have to be considerably better than what is currently free before they will pay for it. </li></ul>Source: Changing Models: A Global Perspective on Paying for Online Content, February 2010
  18. 18. INNOVATION IN TRAFFIC GENERATION AND ECOMMERCE? 05/27/10 Online Writing |
  19. 19. Average Total Value / Visit = 62p |
  20. 20. Social Media vs. Other Traffic Sources | <ul><ul><ul><li>April 2009 Social Media = 9.5% of total traffic vs. SEO at 57% </li></ul></ul></ul><ul><ul><ul><li>April 2010 Social Media = 15.3% vs. SEO at 54% </li></ul></ul></ul><ul><ul><ul><li>Social Media gnawing away at email, SEO, affiliates, direct… </li></ul></ul></ul>
  21. 21. Does social media drive SEO? | <ul><ul><ul><li>Google “sees” social media links like any other, but how “important” does it consider them? </li></ul></ul></ul><ul><ul><ul><li>Page Saturation in SERPs e.g. Econsultancy Top 10 includes Twitter, Blog, Slideshare, YouTube, Vimeo… </li></ul></ul></ul>
  22. 22. Online PR / “reaching out” |
  23. 23. BBC Internet Blog |
  24. 24. Multilingual Search Community |
  25. 25. BazaarVoice Blog |
  26. 26. Internetworldstats.com |
  27. 27. Facebook |
  28. 28. Answering Questions |
  29. 29. Yahoo! Answers |
  30. 30. LinkedIn Answers |
  31. 31. WikiAnswers |
  32. 32. Wikipedia |
  33. 33. Profiles / ‘Channels’ |
  34. 34. YouTube (Vimeo, Veoh, Dailymotion etc) |
  35. 35. Twitter |
  36. 36. Slideshare |
  37. 37. | LinkedIn
  38. 38. | 2 June 2009 | CheetahMail Retail Forum 2009 | Measuring Success
  39. 39. Generally speaking… | <ul><ul><ul><li>Don’t care about ‘completely accurate’ </li></ul></ul></ul><ul><ul><ul><li>Not even overly obsessed with getting the ‘right’ metrics </li></ul></ul></ul><ul><ul><ul><li>What we’re after… </li></ul></ul></ul><ul><ul><ul><ul><li>Useful </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Insightful </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Helpful </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The relative rather than the absolute </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Actionable </li></ul></ul></ul></ul>“ Rather than trying to figure out the 'ROI from social media', you should use social media to help figure out the ROI from other activities”
  40. 40. Site Analytics | Social Media vs. SEO - traffic
  41. 41. Site Analytics | Social Media vs. SEO - commerce
  42. 42. | Mar 2010 | Service funded <ul><li>Data (and metadata) services </li></ul><ul><li>Ecommerce </li></ul><ul><li>Premium access (timely) </li></ul><ul><li>Consultancy </li></ul><ul><li>Networking </li></ul><ul><li>Events </li></ul><ul><li>Training </li></ul><ul><li>Mobile and location services </li></ul><ul><li>Gaming </li></ul>
  43. 43. | Mar 2010 | Content-centric to customer-centric <ul><li>What does my audience need? </li></ul><ul><li>How can I create communities around my content? </li></ul><ul><li>How can I develop value propositions for that community? </li></ul>
  44. 44. Econsultancy’s community model | <ul><ul><ul><li>We address 10 Core Needs of </li></ul></ul></ul><ul><ul><ul><li>Digital Marketing Professionals: </li></ul></ul></ul><ul><ul><ul><li>Market data, stats, figures </li></ul></ul></ul><ul><ul><ul><li>Best practice, how-to guides </li></ul></ul></ul><ul><ul><ul><li>Define strategy, business cases </li></ul></ul></ul><ul><ul><ul><li>Template files, documentation </li></ul></ul></ul><ul><ul><ul><li>Innovation, trends </li></ul></ul></ul><ul><ul><ul><li>Supplier selection </li></ul></ul></ul><ul><ul><ul><li>Recruiting or looking for a job </li></ul></ul></ul><ul><ul><ul><li>Build skills, get training </li></ul></ul></ul><ul><ul><ul><li>Advertise solutions, services </li></ul></ul></ul><ul><ul><ul><li>Network, meet peers </li></ul></ul></ul><ul><ul><ul><li>We monetize the community </li></ul></ul></ul><ul><ul><ul><li>with an integrated portfolio of </li></ul></ul></ul><ul><ul><ul><li>services </li></ul></ul></ul><ul><ul><ul><li>Bundled offerings </li></ul></ul></ul><ul><ul><ul><li>The more services a customer uses, the more valuable they become </li></ul></ul></ul>
  45. 45. Become an Agile publisher <ul><li>We are changing constantly </li></ul><ul><li>Content driven by users and usage </li></ul><ul><li>Geographical locations driven by opportunity – move fast, create market share </li></ul><ul><li>New business very proactive – call within an hour! </li></ul><ul><li>Don’t always go alone </li></ul><ul><li>Crowdsourcing internally and externally </li></ul><ul><li>Very little debate – do it cheaply, if it works accelerate </li></ul>05/27/10 Online Writing |
  46. 46. Thank you <ul><li>E: [email_address] </li></ul><ul><li>Tw: cragster </li></ul><ul><li>MSc in digital publishing </li></ul><ul><li>creating tomorrow’s publishing leaders </li></ul><ul><li>http://econsultancy.com/training/qualifications/publishing </li></ul>| Mar 2010 |

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