hamburg.de – Strategy and Business Approach Axel Konjack Managing Director hamburg.de Kiev, 23. June 2011
Public Private Partnership: Media, City and Local Banking 20% 51% 29%
Strategic Approach and Business Model <ul><li>Comprehensive, value-added services in all areas of urban life  information,...
Homepage of the Leading City Portal in Germany
Key Facts Online-Reach hamburg.de 3,6 3,1 44,1 36,4 > 125.000 Sources: IVW 05/2011, hamburg.de + 16% + 21% + Android App  ...
Strategic Background (I): Declining Demand  for (regional/local) Print Products Source: Mediaperspektiven; IVW Sold Number...
Strategic Background (II): Significant Growth Potential for Online Services and Contents Source: Initiative D21 Internet U...
Strategic Background (III): Rapid Expansion  of the Mobile Internet Market Sources: PwC, Wilkofsky Gruen Associates Mobile...
Strategic Background (IV): Relevance of Local  Contents, Services and Businesses online Source: Google Germany Topics of I...
Strategic Background (V): Drastically shrinking  Local Advertising Markets in Print  Classified Advertising Revenues of Ne...
Strategic Background (VI): Online Classifieds are significantly growing, e.g. Real Estate Online Real Estate Advertising  ...
Strategic Background (VII): The Big Players  are already in the Game
Strategic Background (VIII): Significant Growth of Key Markets for Local Portals Source: hamburg.de research 2011 Local In...
Public Private Partnership in Contents, Services Production and Governance „ Private“ „ Public“
E-Commerce: Hotel Booking Engine with all  relevant Accomodations, Packages etc.
E-Commerce: Classified Marketplace for  Real Estate – Partnership with Immonet.de
E-Commerce: Classified Marketplaces for  Jobs – Partnership with Monster.de
E-Commerce: Ticketing for all Kinds of cultural Events in the Metropolitan Area
Listings: Digital Yellow Pages (I)
Listings: Digital Yellow Pages (II)
Services: Paid Mail Services with an exclusive Mail Address @hamburg.de “ In love with Hamburg“: axel.konjack@hamburg.de
Public Services (I)
Public Services (II)
Public Projects (I): Online Administration Finder
Public Projects (II): Online Administration Finder, e.g. Local Tax Office
Public Projects (III): Hamburg as Europes Green Capital 2011
Tools and Features: Interactive City Map
Tools and Features: Dynamic, Real-Time Harbour  Radar with all Ships in the Hamburg Area
Tools and Features: Dynamic, Real-Time Harbour  Radar with all Ships in the Hamburg Area
Organization hamburg.de CMS 250 direct Content-   Accounts in the   Administration of HH  DataB DataB DataB CRM Product Ma...
Multi-Channel-Approach
Facebook: One of the Leading Local  Communities worldwide <ul><li>489.760 „Friends“  (22.06.2011) </li></ul><ul><li>No. 3 ...
Twitter: Dialogue-Driven Information-Channel for Multiplicators and „Heavy Users“ <ul><li>10.020 Followers (07.06.2011) </...
Top Social Media Topics: Ships & Harbour („Gateway to the World“, Water, Technology)
Top Social Media Topics: Hamburgers love Hamburg
Top Social Media Topics: „Good Night“ –  Social Media Pure Play
hamburg.de is the Market Leader  in Social Media in the Hamburg Area > 10 x Sources: IVW 05/2011, hamburg.de (Friends)
Mobile (I)
Mobile (II)
Mobile (III)
Mobile (IV)
Mobile (V)
User Participation…
The Future Social. Mobile. Local.
www.hamburg.de www.facebook.com/hamburg  Thank you very much.
Local Advertising Business online is Reality: Example „Hotels“
Local Advertising Business online is Reality: Example „Real Estate“
Local Print Advertising Markets: Classifieds (US)
Listings: Digital Yellow Pages (III)
Upcoming SlideShare
Loading in …5
×

Kiev hamburg.de

720 views

Published on

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
720
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Kiev hamburg.de

  1. 1. hamburg.de – Strategy and Business Approach Axel Konjack Managing Director hamburg.de Kiev, 23. June 2011
  2. 2. Public Private Partnership: Media, City and Local Banking 20% 51% 29%
  3. 3. Strategic Approach and Business Model <ul><li>Comprehensive, value-added services in all areas of urban life information, entertainment, data, fulfilment etc. </li></ul><ul><li>Key target groups - Citizens of Hamburg 1.8 m; 4.3 m inhabitants metropolitan area - Visitors/Tourists 9.2 m accomodations/year - Enterprises >120.000 </li></ul><ul><li>Business divisions </li></ul><ul><li>- Advertising: display advertising, cooperations (advertorials) </li></ul><ul><li>- eCommerce: hotels, marketplaces, ticketing </li></ul><ul><li>- Listings: digital yellow pages - Services: eMail </li></ul><ul><li>- Public projects: eGovernment, digital public marketing </li></ul><ul><li>Staff 19 Employees, app. 30 freelancers </li></ul>
  4. 4. Homepage of the Leading City Portal in Germany
  5. 5. Key Facts Online-Reach hamburg.de 3,6 3,1 44,1 36,4 > 125.000 Sources: IVW 05/2011, hamburg.de + 16% + 21% + Android App since 21.06.2011
  6. 6. Strategic Background (I): Declining Demand for (regional/local) Print Products Source: Mediaperspektiven; IVW Sold Numbers of Copies Newspapers in Germany 1991-2010 in m - 29%
  7. 7. Strategic Background (II): Significant Growth Potential for Online Services and Contents Source: Initiative D21 Internet Usage in Germany 2001-2010
  8. 8. Strategic Background (III): Rapid Expansion of the Mobile Internet Market Sources: PwC, Wilkofsky Gruen Associates Mobile Internet Users in Germany 2005-2014 in m + 1.588%
  9. 9. Strategic Background (IV): Relevance of Local Contents, Services and Businesses online Source: Google Germany Topics of Interest in Germany 2001-2010 Entertainment Local Infos etc. Society Computer Travel Shopping Culture&Arts Education Health Restaurants etc. Industry Lifestyle Games Automotive Internet
  10. 10. Strategic Background (V): Drastically shrinking Local Advertising Markets in Print Classified Advertising Revenues of Newspapers in the U.S. 2000-2010 Source: Newspaper Association of America + 70% In bn
  11. 11. Strategic Background (VI): Online Classifieds are significantly growing, e.g. Real Estate Online Real Estate Advertising Trends in the U.S. 2004-2016 Source: Borrell Associates, Inc., May 2011 + 355%
  12. 12. Strategic Background (VII): The Big Players are already in the Game
  13. 13. Strategic Background (VIII): Significant Growth of Key Markets for Local Portals Source: hamburg.de research 2011 Local Internet 2010 Regional and local news and services are high demand issues 2011 Spendings for local online advertising will see the highest growth rate in the US-advertising market (+18%; 16.1 bn US$) Mobile 2013 1.6 bn mobile internet users worldwide 1.6 bn fixed-line internet users worldwide Social Media 2010 20,0 m facebook fans in Germany > 600 m facebook fans worldwide eCommerce Growth of total market volume in Germany from 17.3 bn € in 2010 up to 27.2 bn € in 2014 (+57%)
  14. 14. Public Private Partnership in Contents, Services Production and Governance „ Private“ „ Public“
  15. 15. E-Commerce: Hotel Booking Engine with all relevant Accomodations, Packages etc.
  16. 16. E-Commerce: Classified Marketplace for Real Estate – Partnership with Immonet.de
  17. 17. E-Commerce: Classified Marketplaces for Jobs – Partnership with Monster.de
  18. 18. E-Commerce: Ticketing for all Kinds of cultural Events in the Metropolitan Area
  19. 19. Listings: Digital Yellow Pages (I)
  20. 20. Listings: Digital Yellow Pages (II)
  21. 21. Services: Paid Mail Services with an exclusive Mail Address @hamburg.de “ In love with Hamburg“: axel.konjack@hamburg.de
  22. 22. Public Services (I)
  23. 23. Public Services (II)
  24. 24. Public Projects (I): Online Administration Finder
  25. 25. Public Projects (II): Online Administration Finder, e.g. Local Tax Office
  26. 26. Public Projects (III): Hamburg as Europes Green Capital 2011
  27. 27. Tools and Features: Interactive City Map
  28. 28. Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area
  29. 29. Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area
  30. 30. Organization hamburg.de CMS 250 direct Content- Accounts in the Administration of HH DataB DataB DataB CRM Product Management IT & Support Sales & Marketing
  31. 31. Multi-Channel-Approach
  32. 32. Facebook: One of the Leading Local Communities worldwide <ul><li>489.760 „Friends“ (22.06.2011) </li></ul><ul><li>No. 3 in Europe after Berlin and Paris </li></ul><ul><li>Be there, where the Users are </li></ul><ul><li>Strategic Objectives: - „Social Graph“ for Hamburg - New Target Groups and additional Traffic for hamburg.de </li></ul><ul><li>- Driving Brand Awareness for hamburg.de - Agenda-Setting & „Research“ </li></ul>
  33. 33. Twitter: Dialogue-Driven Information-Channel for Multiplicators and „Heavy Users“ <ul><li>10.020 Followers (07.06.2011) </li></ul><ul><li>+ 300 Followers/Month </li></ul><ul><li>1-8 Tweets/Day depending on Daily News </li></ul><ul><li>Top Issues: </li></ul><ul><li>- Events </li></ul><ul><li>- Traffic </li></ul><ul><li>- Hamburg (Buildings etc.) (Photos (!)) </li></ul><ul><li>- News (e.g. EHEC) </li></ul>
  34. 34. Top Social Media Topics: Ships & Harbour („Gateway to the World“, Water, Technology)
  35. 35. Top Social Media Topics: Hamburgers love Hamburg
  36. 36. Top Social Media Topics: „Good Night“ – Social Media Pure Play
  37. 37. hamburg.de is the Market Leader in Social Media in the Hamburg Area > 10 x Sources: IVW 05/2011, hamburg.de (Friends)
  38. 38. Mobile (I)
  39. 39. Mobile (II)
  40. 40. Mobile (III)
  41. 41. Mobile (IV)
  42. 42. Mobile (V)
  43. 43. User Participation…
  44. 44. The Future Social. Mobile. Local.
  45. 45. www.hamburg.de www.facebook.com/hamburg Thank you very much.
  46. 46. Local Advertising Business online is Reality: Example „Hotels“
  47. 47. Local Advertising Business online is Reality: Example „Real Estate“
  48. 48. Local Print Advertising Markets: Classifieds (US)
  49. 49. Listings: Digital Yellow Pages (III)

×