The key to Huffington Post's success


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Presentation of 3 Master in Management students about Huffington Post and the key to their success.

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The key to Huffington Post's success

  1. 1. PART 3<br />WHEN A BLOG BECAME A NEWSPAPER<br />Presentedby: AisteSlenyte Fátima Antelo Luz Parrondo<br />
  2. 2. PART 1: INTRODUCTION<br />
  3. 3. The Huffington Post - Breaking News and Opinion<br />An American news website and content aggregating blog; a sophisticated system of aggregating content of its own and other sources<br />Founded on May 9, 2005 by Arianna Huffington, Kenneth Lerer, and Jonah Peretti (left early on to work at BuzzFeed)<br />After the first year, Huff Post began to branch out into areas beyond politics, as well as into media and entertainment <br />Its first local version - HuffPost Chicago in 2008<br />HuffPost New York in June, 2009<br />HuffPost Denver in September, 2009<br />HuffPost Los Angelesin December, 2009<br />Features various news sources and columnists <br />Uses social media devices/strategies<br />
  4. 4. Key Factors of Success<br />Technological<br /> Advantage<br />Kenneth Lerer:<br /> Idea to build a business around blogging community <br />Old media ways were not meeting people’s need to connect  change of media landscape<br />Sophisticated system of aggregating content (breaking news, comments);<br /> low-cost content (opinion); links<br />Technology to get their work/site “out there in front of people”:<br />Search optimization (SEO Strategies) &<br />Headlining Content<br />Careful Brand Management<br />Arianna Huffington: <br /> Big personality<br /> Outsize public figure<br /> Connections, endless networking (adaptive to Web endeavors)<br />Liberal version of Drudge Report (to fill a news webpage gap as liberal media; comparisons)<br />Targeting people’s need to connect – blogging & community of comment (blogosphere w/ interesting voices)<br />Social Networking (recommendations, internet marketing)<br />
  5. 5. “Triumph Of Packaging and Sensibility” (New York Times, Feb 2011)<br />…turned out to be not just one thing, but a combination of features that together became <br /> a killer application<br /> “a mixture of advocacy and investigative in-your-face journalism”, Ken Lerer, 2009<br />…built technology company as well as media company, the one that produced a profit in 2010!<br /> 5 years<br /> Approx. $50 million in costs<br />
  6. 6. Connections<br />Walter Leland Cronkite, Jr.was an American broadcast journalist, best known as anchorman for the CBS Evening News for 19 years. <br />Ellen Degeneres,a stand-up comedienne, television host and actress.<br />Nora Ephron, an American film director, producer, screenwriter, novelist, journalist, author, and blogger. She was invited by Arianna Huffington to write about the experience in the Huffington Post and now regularly blogs for the site.<br />
  7. 7.
  8. 8. Current Situation<br /> Over 30 million visits a month<br /> On February 7, 2011, AOL acquired The Huffington Post for $351 million making Arianna Huffington editor-in-chief of The Huffington Post Media Group<br />And last week(May 26, 2011):<br />
  9. 9.
  10. 10. PART 1<br />PART 3<br />PART 2<br />PART 2: SEO STRATEGY<br />
  11. 11. Search Engine Optimization (S.E.O.) <br />Is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.<br />
  12. 12. Providevalue<br />Use keywords – withinreason<br />Catchy and descriptiveheadlinestogetattention<br />Letreaders share links on social media<br />Tagit!<br />Link, link, link<br />Picture it<br />Polling<br />Huff Po’s<br />S.E.O. <br />Strategy<br />Source:<br />
  13. 13. PART 1<br />PART 3<br />Huff Po’s<br />S.E.O. <br />Strategy<br />Source:<br />
  14. 14. 1<br />2<br />3<br />4<br />
  15. 15. 6<br />5<br />
  16. 16. 7<br />Source:<br />
  17. 17. SEO in NUMBERS: We want to…<br />Capture<br />Source:<br />
  18. 18. Be<br />CTR<br />Top Google Result<br />Source: Search Engine Watch<br />
  19. 19. + ASPECTS:<br />Impact upon driving traffic to news websites<br />Source:<br />
  20. 20. PROBLEMS: Google<br />Search Engine<br /> Market Share<br />Source:<br />
  21. 21. PROBLEMS: Google<br />SEO won’tworkforever<br />Searchengines’ algorithm are gettingbetter<br />Google’sownactions: <br /><ul><li>alteratingitsalgorithm, aiming a specificgoal:
  22. 22. tokeeplow-qualitycontentfromcluttering up searchresults</li></li></ul><li>PROBLEMS: Google<br />Week-to-week pattern of referrals<br />No sustained dropoff<br />Why it might be?<br />
  23. 23. PROBLEMS: Bloggers<br />$105m. Demand<br /><ul><li>9,000 bloggers
  24. 24. Blog’s Real Value?
  25. 25. Overstimatingrevenuethatblogs’contentgenerates in terms of ad sales
  26. 26. However, theybringvaluebyinfluencinghowmuchtraffic Google sendstotheotherparts of thesite
  27. 27. Key role ensuring SEO drivenstrategydoesn’tbackfire</li></li></ul><li>STRATEGY SWITCH<br />
  28. 28. STRATEGY SWITCH<br />Loyal readers <br />or followers<br />On social networking sites<br />Social<br />Media<br />Optimization<br />(SMO)<br />
  29. 29. PART 1<br />PART 3<br />PART 2<br />PART 3<br />PART 3: SMO STRATEGY<br />
  30. 30.
  31. 31. +<br />OpenID<br />OAuth Authorization Model<br />Share your private resources stored on other site without having to reveal your user name and password<br />Logging is one click ahead! <br />Use an existing user name and password to log in<br />
  32. 32.
  33. 33.
  34. 34. Top 10<br />Social Networks<br />Source: (visited 30/05/2011)<br /><br />
  35. 35. Social Recommender Systems<br />Brings together the opinions of large interconnected communities <br />Supports filtering of large quantities of data<br />
  36. 36. Recommendation Approaches <br />Content-based Filtering <br />Keywords in article User’s taste <br />Collaborative Filtering<br />Other’s liking pattern User’s liking pattern<br />Hybrid methods<br />
  37. 37. Recommendation Systems <br />Create value-added relationship between the site and the customer<br />Sites invest in learning about their users <br />Custom interfaces that match customer needs <br />Improve loyalty <br />Improve trust<br />
  38. 38. Social Recommender Systems<br />Social Media + Recommender Systems:<br /><ul><li>Social media introduces new types of public data and metadata:</li></ul> tags, ratings, comments, and explicit people relationships<br /><ul><li>Recommender Systems help to alleviate information overload by presenting the most attractive and relevant content </li></li></ul><li>Recommendation Techniques (social media) <br />• Entity Recommendation<br />– Content recommendation<br />– Tag recommendation<br />– People recommendation<br />– Community recommendation<br />• Target audience<br />– Recommendations for individuals<br />– Recommendations for Groups or communities<br />– Recommendations for everyone<br />
  39. 39. WHY 300 Million?<br /> A different concept of NEWS <br />A Social Newspaper:<br /><ul><li>Each reader has its own account
  40. 40. You can have friends and check their activities
  41. 41. You can keep track of your friends and followers comments
  42. 42. You get badges depending on your level of activity inside the network</li></li></ul><li>What are HuffPost Badges?<br />To empower HuffPost readers and users<br />they focus on three key areas:<br />Connecting with others <br />Engaging with our content<br />Moderating our comments<br />
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  44. 44. <ul><li>They relied on user’s collaboration (Wikipedia)
  45. 45. To ensure good content, they also hired their own staff</li></ul>A GREAT BALANCE to get news updated on regular basis<br />
  46. 46. WHEN A BLOG BECAME A NEWSPAPER<br />Presented by:<br />Aiste Slenyte<br />Fátima Antelo<br />Luz Parrondo<br />THANK YOU <br />FOR YOUR ATTENTION!!<br />